Beperkte houdbaarheidsdatum businessmodel accountants?

27. jul, 2010 390 Comments

Vorige week stond het groots in de pers, Nokia die veel moeite heeft om de ontwikkelingen op het gebied van smartphones zoals de iPhone en Android telefoons bij te benen. En dat terwijl een tiental jaren geleden Nokia werd geprezen omtrent haar bedrijfsvoering. Honderden miljoenen telefoons per jaar produceerden ze destijds al en innovatief bezig met ontwikkelingen zoals WAP. Maar zo blijkt nu, een succesvol bedrijfsmodel is maar beperkt houdbaar. Het heeft heel wat jaren geduurd om het nieuwe businessmodel op het gebied van mobiel te ontdekken maar uiteindelijk kwam deze uit onverwachte hoek, Apple. Wel een bekend bedrijf maar nul ervaring op het gebied van mobiel. In slechts enkele jaren heeft zij vele anderen geïnspireerd en maakt zij het mastodont Nokia zelfs lastig. Die zoektocht naar het juiste businessmodel is intessant. Lang dachten we dat de operators de sleutel waren tot succes. Wat te denken van iMode van KPN waarbij er ook een soort van AppStore aanwezig was met allerhande applicaties.

Fabrikanten van mobiele telefoons maakten hun telefoons iMode ready en KPN deed de afrekening van het gebruik van deze apps. Bedrijven die KPN en andere operators beleverden zijn daarom lange tijd bezig geweest het hen naar hun zin te maken door met concepten te komen met verdienmodellen voor de operators. No way, moet Jobs hebben gedacht. De operators verdienen al geld genoeg ik sluit hen totaal buiten, ik bouw een platform en ze mogen blij zijn als ze de toegang tot dat platform mogen gaan verkopen zijnde de iPhone. En zo is geschied. Een compleet andere businessmodel waar de operators niets tegen konden doen en sterker nog vanwege superieur product en schaarste eigenlijk nog gewild ook. Als sneeuw voor de zon verdwenen de discussies met de operators waarbij de insteek was hoe zij aan een nieuw concept geld gingen verdienen. Het werd inmiddels voor hen gedaan. Google heeft aangegeven dat met Android de operators binnenkort ook wat geld kunnen verdienen. Ik vraag me af of dat wat teweeg gaat brengen. Telefonie en data tikken daar verdienen de operators het mee, voor de rest is het bijzaak. In softwareland gebeurt nu eigenlijk hetzelfde. Licentie mastodonten die hikken tegen het SaaS (software as a service) verdienmodel en eigenlijk de transitie daar naartoe niet kunnen bewerkstelligen. Veel traditionele softwarebedrijven halen tweederde van hun omzet uit de onderhoudsfees van de licenties. SaaS bedrijven genereren omzet met betrekkelijk kleine maandelijkse abonnementsgelden.  Stel je voor dat zij compleet overstappen naar een online aanbod, dan vervalt hun hele verdienmodel. Het is daarom ook de nieuwe garde die deze nieuwe vorm van software uitleveren een boost geven getuige jongens als Netsuite en Salesforce.

Ook de accountancy ontkomt niet aan deze natuurlijke beweging. Het verdienmodel van uurtje factuurtje gaat op de schop en juist SaaS biedt kansen om de bedrijfsvoering vanuit een ander perspectief op te zetten. Wat is de onverwachte hoek? Is dat AcconAVM met Ellen4Biz, wordt dat de MKBcoach of gaan we nog iets anders verwachten? Ik hoop dat we onderdeel mogen zijn van een soort Binck, Bizner of BrandNewDay die de boel op zijn kop gaat zetten. Mark my words, over tien jaar blikken we terug en is er een andere blogger die ons of jullie als voorbeeld gaat aanhalen!

Auteur: Mark Appel

Accountancy, Succesvol 2.0 ondernemen
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