TA6: Competitive Analysis


SAP ERP is one of the top-selling ERP systems in the world.  However, firms must look at alternatives and substitutes, especially since ERP systems have such a large price-tag, in purchasing, implementing, and maintaining the system.  The ERP selection process includes defining clear goals, define requirements of what ERP needs to do, and forcing vendors to demonstrate against the requirements, according to Eric Kimberling of Panorama Consulting Solutions in his webinar “ERP Software Selection Success: Ten Tips From the Pros at Panorama.”  We look at SAP’s two major competitors as well as a growing recent market entrant:  Oracle, Microsoft Dynamics, and Infor.



Oracle’s ERP system holds the second largest market-share ranking only behind SAP’s ERP product solutions. SAP’s ERP software integrates several business applications and can unite and work with multiple databases, while Oracle created its own ORDBMS (Object Relational Database Management System).  SAP works in ABAP (advanced Business Application Planning) language and Oracle’s database is SQL-based. It is known that SAP is extremely hard at customizing which means companies need to pay more for the additional needs, while, Oracle has created a pluggable architecture which uses open industry standards and it can make it quite easy for companies to integrate and customize, even a small company like IVK can also deploy at an affordable price. In comparing costs, analysts reported that on average Oracle's total cost of ownership (incl. consulting and resource costs) is 46% lower than SAP's, while the software license costs are comparable. The findings of this report lets us conclude that in context of prices Oracle has more chances to win over potential customers because of its lower ownership cost, while SAP's consulting costs are almost twice higher. (Centriqs, 2014)  Managers cannot forget that additional costs like yearly maintenance have been rising as the market becomes less competitive due to rivals failing and acquisitions.  Oracle and SAP raised maintenance fees by as much as 20 percent. (Gallaugher, 2014). An average of 51 man hour is required to deploy Oracle software suites versus 93 for SAP which means Oracle's time-to-implement cycle is almost twice shorter and choosing Oracle can be tangible benefits for reducing the user’s time as well as money, according to Kimberling ("SAP vs. Oracle," 2014.) Like SAP ERP, Oracle’s risks include data risk, which for a firm like IVK come in the form of brand credibility and compliance and it could result in legal ramifications, loss of customer confidence and decreased inquiries by potential customers.

Microsoft Dynamics® ERP offers comparable software to SAP’s All-in-One solution although the price is much more competitive than the similar best-in-class ERP software options. Barton’s thought of restructuring the IT departments within IVK, which would create synergies across line of business integration as well as allow IVK to hire a Microsoft specialist to ensure they can take full advantage of software standardization and best engage the correct outsourcing partners. (Austin, 2009).  Compared to SAP and Oracle, Dynamics has the shortest implementation time at 12.5 months, but is average for over-run on implementation at 4 months, but still significantly faster to implement.  Dynamics offers user-based pricing, and a cost-calculator similar to SAP. Pricing is estimated as follows, for up-front costs, at $254,980. (Microsoft Dynamics GP, SL, CRM & Intacct).
 

Packages & Modules
Factors
Price
Software Package based on read-only users
150 read-only users & 25 full users
161,000
Software Packages based on full-users
Assisted Installation Implementation
Set rate, this amount can vary depending on how IVK’s IT team wants to manage the partnership
33,000
Business Ready Advantage Plan
18% of software cost
28,980
Extended Pack for Reports
To ensure synthesis of data
10,000
Extended Human Resource & Payroll
For HCM integration
7,000
Additional Functionality Customization Pack
Developing options for IVK’s implementation team
6,000
Total
254,980

Dynamics’ interface operates like MS Office software, whose ubiquity makes it almost certain that IVK already uses at least some of the applications (which would minimize training and help transitions be more intuitive.)  Its also scalable and fully customizable, like SAP.   Dynamics also offers rapid implementation by “professionals who know accounting.”  The risk of Dynamics are also similar to SAP.  There is more evidence of botched SAP implementations on the web.  Microsoft lists Known Risks and Vulnerabilities (2014)  lists precautions that firms must take, which include setting policies, to minimize risks like off-site access, weak passwords, securing servers so that configuration files cannot be altered, and attack vulnerabilities.

Infor ERP joins SAP, Oracle, and Sage to hold approximately 50% of the market share (Columbus, 2013) at 6%, serving 70,000 user organizations.  Infor was originally the software design of Baan corporation, a Dutch company, eventually bought by Infor, but the SAP All-in-One comparable is an Infor acquisition solution called Lawson, which is most likely what IVK would consider.  Infor Lawson can be used with startups, small, medium, and large businesses and is scalable as an organization grows.  It integrates well with Microsoft Office applications because its built on Microsoft Sharepoint.  Infor’s latest competitive efforts have been 1) to move to the Cloud (Infor bets big on Amazon) to deliver “. . . the first full suite of business applications purpose-built by industry running in a public cloud through Amazon Web Services" and 2) to create an interface with the end-user in mind.  Infor places a big emphasis on R&D as a business model, and its ERP solutions experience is in Manufacturing, Distribution, Service, Retail.  SAP offers more in its package (like a Customer Support app in its CRM modules) and payroll and security features than Infor.  (Top 5 Client/Server Applications, nd).  Infor is more moderately priced than SAP, at about a quarter of the cost of SAP, starting at $237,170, but prefers subscription models, usually per user. (Aberdeen The Total Cost of ERP Ownership, 2006.)  IVK’s staff will like that the interface is very user friendly and consistent, and runs as a “dashboard” and offers real-time data.  Infor also supports multiple platforms and server OS, making integration and implementation potentially less risky.  However, Infor’s bet on cloud integration is risky, and some firms like IVK might not be ready to trust the cloud.  It also is not available for mobile platforms, which IVK staff will not like.  Although the cost and user interface would be beneficial for IVK’s bottom line, the cloud-based server would not be acceptable for the storing customer’s financial data.



Summary Data




Vendor
SAP
Oracle
Microsoft Dynamics
Infor
Market Share
26%
17%
11%
6%*
Short-list Rates
51%
43%
32%
5%**
Selection Rates After Short-listing
21%
18%
14%
20%**
Implementation Duration (months)
18.5
22.5
12.5
17.8***
Project Cost
$2.55 million
$2.25 million
$1.8 million
$.3 million
Payback Period (months)
23
16
24
NA
Success Rate
62%
71%
67%
NA
Failure Rate
38%
29%
33%
NA
% Realizing 50% or More Benefits
31%
17%
0%
NA
Disruption at Go-live
69%
50%
67%
NA

Data from Clash of the Titans 2014.  Additional data for Infor derived from additional sources:

*Columbus, L, “ERP Market Share,” 2013
** Panorama Consulting Solutions. 2014 ERP report. 
*** Bjorlin, C.  “In ERP software comparison,” 2009



While each of these systems are functionally ERP systems, there are advantages and disadvantages to each, as well as big cost and functionality differences (see chart above).  One trend in ERP that we haven’t considered, which is becoming clear - that users and customers will demand mobile in the near future.  According to the OpenMarket report (2014), businesses must meet their customers where they are - on the mobile channel. Given this, IVK and Barton need to consider their market, their staff and users, cost, and fit. Kenney’s 2013 analysis suggests that cloud hosting is cheapest, but has long-term subscription fees.  From our analysis, we recommend that Microsoft Dynamics is likely the best alternative to SAP’s ERP because of its simple integration, low cost, and services focus. We would not recommend Infor because of its emphasis on cloud storage, and would hesitate with Oracle because of the massive hidden costs and its strong similarities to SAP.  Kimberling also recommends choosing the right partner in the process of selecting an ERP system.

No comments:

Post a Comment