A Perfect Entree By Julie Ritzer Ross, Contributing Editor, VSR
There's no question about it: More SMBs are looking to implement field service solutions as a means of maintaining their competitive edge. This creates the perfect entree into the market for independent software vendors (ISVs) and resellers alike, with more opportunities expected to emerge as firms jump on the deployment bandwagon. To help channel players hit a home run in the market, VSR asked several ISVs to discuss the latest developments in the vertical and how to capitalize on them.
What are some of the trends in field service regarding end user demands, and what types of solutions are being developed in line with these trends?
Joe Dibiase: Better workflow management - the ability to bring true functionality into the field in a single solution - has become increasingly important because end users want to really leverage their field service technology investment. This is driving the development of solutions that handle every aspect of field service, from the initial customer call, to dispatch functions, accessing customer records on the job, inputting information on-site and managing invoicing and receivables.
We are also seeing a growing interest among end users in function-specific field service solutions that address the needs of individual industries. For example, an HVAC contractor that stockpiles 50 half-inch copper elbow joints on a truck doesn't have the same inventory management requirements for a system as a computer repair technician. As a result, Insight Direct has built-in administration tools that allow the way in which the features of the solution operate to be reconfigured. It's a customized solution - but without the cost of custom software.
Sandeep Bhanote: More organizations want field service applications that enhance the ability of technicians and mobile sales force personnel to perform upselling functions - whether for a service contract, an additional piece of equipment or something else. They feel a need to change the paradigm in which these employees handle interactions with customers, and that is where the integration of field sales/service functionality and customer relationship management capabilities comes in.
Because compliance has become a big issue - for example, with building codes on the construction and systems (HVAC) end - field service solutions that handle compliance as well as the audits and inspections that go along with them are gaining ground. Solutions of this type standardize data collection workflow and processes, so organizations can ensure that their field staff is completing inspection/compliance/field audit (IAC) activities in a uniform fashion.
Another increasingly important priority for field service applications is the option to rapidly create and deploy work orders and customer information to field technicians, so as to service customers more quickly and effectively, bump up the number of service calls made each day, expedite work order processing as well as transmit payment/billing information into master systems in a more timely manner.
Doug Marinaro: There is also demand for solutions that make field service software, field service software integration, IT infrastructure and ongoing support more affordable for a wider range of customers. In response, we're offering our etrace location-based field service automation software as a hosted wireless solution. A monthly fee covers the software license and integration with chosen mobile devices and back-office tools, as well as application and data hosting on our servers and ongoing support and upgrades.
David Jack: The integration of any feature designed to make it easier to leverage field service solutions is hot right now. Interactive voice response (IVR)-based solutions that integrate with cellular telephones and interface with service management systems installed in customers' offices are a good example. These solutions enable real-time field service information and sales leads to be captured directly from the field. By interacting with the phone system, field employees will provide quick, accurate work order updates to the back office. For instance, Data-Basics' SAM Pro Enterprise IVR system is tied directly to a customer Web interface, service management software as well as customer service representative systems.
In our experience, companies that opt to arm technicians and other field employees with solutions that run on tablet and BlackBerry devices want these applications to be configured to emulate paper work orders and other forms. Forms that look entirely different are too difficult to handle. We took this into account when designing our TechAnywhere field technician application.
What are some of the challenges ISVs face in the field-service market?
Marinaro: Interoperability issues top the list. A single operating system such as Windows Mobile can operate completely different on each brand of handset for which you're trying to develop a field service application. ISVs need to be willing to adjust their offerings accordingly rather than to just throw their hands up in the air over it.
Bhanote: No matter what the solution, one size doesn't fit all, and the technology must be built to serve the business, rather than vice versa. This makes it essential to develop solutions around a platform and architecture that are sufficiently flexible for designing solutions to fit varying needs.
Dibiase: Many small customers, especially those that are new to field service solutions, are extremely price-sensitive. They'll say they don't quite understand why they should pay for whatever it is we're selling when they received, for instance, a solution such as Microsoft Excel with whatever system they've previously purchased.
The key is to keep costs low, while configuring comprehensive, flexible, functional software products. To do this, we look carefully at our development resources - human and financial - and decide where best to allocate them.
Which emerging field service solutions offer the greatest opportunities for ISVs and resellers?
Jack: Wireless solutions, as opposed to those that run on fixed mobile computers installed in service vehicles, are generating an enormous amount of interest now that decreased hardware prices have put them in reach of the masses. The key selling point is the enhanced productivity, giving mobile work forces the tools to access and input information as they perform services, not after they're on their way.
Marinaro: Applications with location-driven workflow capabilities are gaining ground. With these applications in place, field service workers use global positioning system (GPS)-enabled software and hand-helds to access databases of customer information. They then receive automatically generated assignments based on a match between the GPS coordinates that indicate their present location and the location of particular jobs.
Bhanote: Multilingual solutions appear to be the next wave, as English isn't necessarily the language where field forces are most proficient. Additionally, with devices such as the BlackBerry gaining popularity, applications that run on that type of platform are emerging and offer a lot of profitability potential.
How are you partnering with VARs in this space, and what programs do you have in place to support the channel?
Bhanote: We selectively recruit VARs that have extensive experience and certification in, and a deep understanding of, the mobile market. In most cases, VARs team up with us through their relationships with our vendor partners.
Global Bay also lends support by providing a comprehensive roster of classes for end users.
Dibiase: To qualify for our program, resellers must work with 60 or more service businesses. Our reseller program consists of hands-on training sessions, priority access to sales and technical support engineers, downloadable technical reference manuals, and Web-based tutorials to support the entire sales cycle.
Each of our resellers is provided a Web page describing ServiceCEO's main features. This page can be customized to fit the look of the particular reseller's Web site. The Web page is hosted by the reseller and is part of its Web site offering, yet the ServiceCEO feature list is continuously up to date by Insight Direct. It also allows our resellers prospects to easily register. them to do more to increase profitability."
There's no question about it: More SMBs are looking to implement field service solutions as a means of maintaining their competitive edge. This creates the perfect entree into the market for independent software vendors (ISVs) and resellers alike, with more opportunities expected to emerge as firms jump on the deployment bandwagon. To help channel players hit a home run in the market, VSR asked several ISVs to discuss the latest developments in the vertical and how to capitalize on them.
