CIMdata PLM Industry Summary Online Archive
10 September 2007
Events News
Serena Software Revamps Go-To-Market Strategy around Web 2.0, SOA, and SaaS
At its global user conference, Serena xChange 2007, Serena Software, Inc. will introduce new business and product strategies designed to further its leadership in application lifecycle management (ALM) and extend the company's capabilities by offering Business Mashups to capitalize on increasing interest in service-oriented architecture (SOA) and software as a service (SaaS).
Serena's latest offerings will empower a new generation of power users in both business and IT ("mashers") to develop their own everyday applications, called Business Mashups, and quickly and easily deploy them without burdening IT. By empowering mashers, corporations will finally reduce the substantial application backlog that plagues them today.
"For many years we've helped the world's largest companies build sophisticated mission critical applications. The problem is that IT can't innovate quickly enough to satisfy the demand. In fact, most IT departments have five to 10 times the number of requests for applications than they have capacity to deliver," said Jeremy Burton, Serena president and CEO. "Businesses need a quicker way to build applications and a quicker way to deploy them. If IT builds a rich SOA platform, then power users can innovate on top of it and 'mashup' new applications quickly. Using a SaaS model, those Business Mashups can quickly be deployed and accessed for a few dollars per user per month. That's our new business - tools to build Business Mashups on top of SOA, and SaaS to deliver."
More than 15,000 organizations around the world, including 96 of the Fortune 100, rely on Serena solutions to automate the application development process and effectively manage their IT portfolio.
Serena is leveraging its expertise in ALM to merge consumer-driven Web 2.0 technologies with enterprise systems and processes. The company's first step is focused on Business Mashups, in which Serena has invested significantly in new technology that makes it easy for business users or mashers to create new composite applications and deploy them to the Internet without the need for specialized IT resources.
Key to Serena's new business strategy is the launch of Serena® Mashup ComposerT, its visual design environment, free of charge to all users. Customers only pay for Business Mashups when they are deployed into production.
Serena is building a new online business unit staffed by the best and brightest in software as a service. René Bonvanie, senior vice president of Serena's online business and former Salesforce.com, Business Objects, and Oracle senior executive, was hand-picked by CEO Burton to build Serena's on-demand business.
"SaaS is quickly becoming the preferred software delivery model in many global enterprises and we are investing heavily to build on-demand services for our applications. Serena's new on-demand Business Mashup platform is just the beginning," said Bonvanie. "Serena will offer other Serena applications in a SaaS model, including Serena® MarinerT, our project and portfolio management offering."
Bonvanie also leads Serena's new partner initiatives, which will drive an online marketplace for new business ideas and revenue streams around Business Mashups. More information about the Serena® Mashup ExchangeT and participation in Serena's partner program is available at http://www.serena.com
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