Market Outlook: The Impact of the Convergence of Field Service and the Internet of Things

[Excerpt from our upcoming Feature Article in the April 2017 issue of Field Service News.]

There have been myriad times in recent years when a new technology seems to control the conversation in the business world – and, particularly, in the services sector. And, field service is typically one of the first areas where customers and users catch their first glimpse and initial understanding of what each of these “new” technologies can do for the industry. However, it usually takes a while longer before they truly understand what these new technologies can do specifically for their respective organisations.

Many of these new technologies enter the mainstream of the business world – and the global services community – after some initial fanfare, trade press, blogs, tweets and white papers, etc. However, most of them will actually take years to be fully accepted and deployed via a more staggered and drawn-out basis over a lengthy period of time. For example, 10 to 15 years ago, RFIDs were all the rage, with seemingly every article and white paper talking about the potential use of RFIDs for everything from tracking parts shipments, to identifying personal items that consumers send to the dry cleaner for laundering.

The evolution of RFIDs, however, was fairly steady to the point of almost being modestly linear over the next decade and a half. But, fast forward to 2017, and Tesla Inc. founder and CEO, Elon Musk, has recently announced the formation a new company, Neuralink Corp., which The Wall Street Journal describes as a “medical research” company that plans to build technology “through which computers could merge with human brains”, essentially using embedded chips to upload and download thoughts directly from humans. In less than a couple of decades, RFIDs went from the “talk of the town”; to a backdrop of steady (albeit non-glitzy) market adoption and deployment; to a virtual science fiction-like catalyst between the technology of today and the advanced future.

That is why the introduction and accelerating proliferation of the Internet of Things (IoT) in field service is such a big deal. Because, as most industry analysts tend to agree, the projected growth path for the full integration and convergence of the IoT into the global services community – particularly in field service – are stunning!

[Watch for the complete article, including findings from SFG‘s 2017 Field Service Management Benchmark Survey, in the April 2017 issue of Field Service News. I’ll also be presenting some toppling data as part of my opening Keynote at the 2017 Field Service Summit in Coventry, UK, on April 11, 2017.]

Building Your FSM Solution on an IoT-Powered and CRM-based Platform

[Excerpt from our upcoming Feature Article in the March/April 2017 issue of Field Technologies Online.]

According to Gartner, the “IoT is not one thing; it’s the integration of several things,” requiring “advanced integration skills and end-to-end thinking.” As such, Gartner makes it quite clear that the IoT, alone, does not make field service operations work. There are still many other aspects of Field Service Management that must be addressed – although the IoT, as it stands today, is eminently ready to serve as the foundation of the FSM platform.

However, to truly benefit from an IoT-based FSM solution, the organization must also meet some key requirements that reflect its readiness for utilizing the power of the IoT in a connected FSM application. It may also be argued that there could be no servitization without the IoT; and that there could be no complete FSM solution without its integration with a Customer Relationship Management (CRM) platform. Only in this way, could the FSM solution work together – in concert – with each of the other components of the CRM system to manage and run all aspects of the business itself – and not just its services operations.

[Watch for the complete article, including preliminary results from SFG‘s 2017 Field Service Management Benchmark Survey, in the March/April 2017 issue of Field Technologies Online.]

Strategies For Growth℠ Announces March 1, 2017 Warranty Management Webcast, to be Hosted by Tavant Technologies

Westtown, PA., February 16, 2017 – Bill Pollock, President & Principal Consulting Analyst, Strategies for Growth℠ (SFG℠), the Westtown, Pennsylvania-based research and consulting organization, today announced its upcoming Webcast entitled, “How the Right Warranty Management Solution Can Help Improve Your Organization’s Bottom Line!“, largely based on the findings from the firm’s third annual Warranty Chain Management Benchmark Survey Update.

The Webcast will be hosted by Tavant Technologies, “the world leader in providing Warranty Management Solutions”, and will be held on Wednesday, March 1, 2017, from 1:00 pm to 2:00 pm EST. A complimentary White Paper will also be available for download by Webcast registrants at that time.

According to Pollock, “The findings from Strategies For Growth℠’s 2017 Warranty Chain Management Benchmark Survey clearly reveal that services organizations that have acquired and/or upgraded their Warranty Management solutions within the past three years have begun to see significant improvements among key factors contributing to their respective bottom lines.”

“For example, since the acquisition or upgrade of their Warranty Management solutions, these organizations have realized:

  • A 9% improvement in Warranty Claims Processing Times (and are now processing their claims at a rate more than twice as fast as all others); and
  • A 6% improvement in Supplier/Vendor Recovery (as a percent of total warranty expenses).”

Led by Pollock, this Webcast will focus on the specific challenges that Warranty Management organizations are facing, the strategic actions they are taking to address those challenges, the technologies they are using, and the key drivers that are pushing them to strive toward Best Practices status. The importance of warranty analytics and the establishment of an effective Key Performance Indicator (KPI) program will also be addressed.

The Webcast is intended to provide Warranty Chain managers with the guidance they will need to build an effective Warranty Management operation that can take them to the next level with respect to increased revenue generation and improved customer satisfaction. Among the key areas to be addressed are:

  • What Best Practices Warranty Management Organizations are doing to attain the highest levels of Customer Satisfaction, Warranty Claims Processing Times and Service Profitability
  • What drives these organizations to aspire to higher levels of performance, and what challenges they are likely to be face along the way
  • How to emulate the strategic and tactical actions presently being taken and/or planned by these leading Warranty Services organizations

To register for the Webcast, simply click on the following Weblink: http://info.tavant.com/WCM_Warranty_Webinar_2017.html.

Also, please be sure to watch for more information from the SFG℠ survey results in upcoming issues of Warranty Week: http://www.warrantyweek.com.

About the Presenter

Bill Pollock is President & Principal Consulting Analyst at Strategies For GrowthSM (SFGSM), the independent research analyst and services consulting firm he founded in 1992. In 2015/2016, Bill was named “One of the Twenty Most Influential People in Field Service” by Field Service News (UK); one of Capterra’s “20 Excellent Field Service Twitter Accounts”; and one of Coresystems’ “Top 10 Field Service Influencers to Follow”. He writes monthly features for Field Service News and Field Service Digital, and is a regular contributor to Field Technologies Online and Warranty Week. Bill may be reached at +(610) 399-9717, or via email at wkp@s4growth.com. Bill’s blog is accessible @PollockOnService and via Twitter @SFGOnService.

About Tavant Technologies

Headquartered in Santa Clara, California, Tavant Technologies is a specialized software solutions and services provider that provides impactful results to its customers across North America, Europe, and Asia-Pacific. Founded in 2000, the company employs over 2,000 people and is a recognized top employer. Tavant is the world leader in providing Warranty Management Solutions. The company offers ‘Tavant Warranty’ – a globally leading, complete service lifecycle – on premise warranty management software and, ‘Tavant Warranty On-Demand’, The only 100% native warranty management system on Salesforce. Find Tavant Technologies at www.Tavant.com, and on LinkedIn and Twitter.

Strategies For Growth Announces Launch of Its Third Annual Warranty Management Benchmark Survey Update and Workshop Session

Westtown, PA., January 19, 2017 – Bill Pollock, President & Principal Consulting Analyst, Strategies for GrowthSM (SFGSM), the Westtown, Pennsylvania-based research and consulting organization, today announced the launch of the firm’s third annual Warranty Management Benchmark Survey Update.

The survey will be running “live” through the third week of February, and a summary of the results will be presented as part of Pollock’s Pre-Conference Workshop Session at the 2017 Warranty Chain Management (WCM) Conference to be held on Tuesday, March 7, 2017, in Tucson, Arizona. The two-day WCM Conference itself will follow on March 8 – 9, 2017.

Pollock’s Workshop Session, entitled “Leveraging Effective Warranty Management into Improved Customer Satisfaction and Profitability”, will share both information and guidance based on insights derived from the data collected from the more than 100 Warranty Services professionals who are expected to take part in SFGSM‘s 2017 Warranty Management Benchmark Survey Update.

According to Pollock, who also blogs regularly via his www.PollockOnService.com Blogsite, “Research like this makes for invaluable assets that are foundational to organizational best practices with regard to warranty chain management. In this session we will share findings from our 2017 Warranty Chain Management Benchmark Survey Update that identify the top drivers, strategic actions, Key Performance Indicators (KPIs) and emerging technologies that are pushing Warranty Management Organizations to aspire to attain higher levels of performance.”

Led by Pollock, the Workshop Session will present fresh insights on the current state of the Warranty Chain Management industry, and how Best Practices services organizations are able to differentiate themselves from all others. The session will also help participants learn:

  • What Services Organizations are doing to attain Best Practices status with respect to Warranty Chain Management
  • What leading Warranty Services Organizations are doing to attain the highest levels of Customer Satisfaction and Service Profitability
  • What is driving the Warranty Services market to aspire to higher levels of performance, and what challenges they are likely to face in doing so
  • How to emulate the strategic and tactical actions presently being taken and/or planned by the leading Warranty Services organizations

To participate in SFGSM‘s 2017 Warranty Management Benchmark Survey Update, respondents may simply click on the following Weblink: https://www.surveymonkey.com/r/2017SFGWCM.

All participants that provide their name, title, company, e-mail address and phone number, will also receive a link to a complimentary copy of the Executive Summary, to be made available shortly following the WCM Conference.

For more information, or to register for Pollock’s Workshop Session, please visit the 2017 WCM Conference website at: www.warrantyconference.com.

Also, please be sure to watch for more information from the SFGSM survey results in upcoming issues of Warranty Week: www.warrantyweek.com.

Salesforce Poised to Strike with Its Field Service Lightning Solution (Part 4 of 4)

[This is part 4 of a 4-part series on the launch of Salesforce Field Service Lightning. Part 4 focuses on SFGSM’s “Take” on the new offering.]

Field Service Lightning – SFGSM’s Analysts Take

With the introduction of Salesforce’s Field Service Lightning, the FSM market has now witnessed, in the space of only two years or so, a trifecta of large, established, ubiquitous, global companies – each historically known for their respective other business platforms and solutions – entering the FSM market in a “big way” (i.e., in terms of market posturing, press releases, promises of FSM market dominance, etc.). The largest – and potentially, most promising of these – include:

  • Oracle, acquiring TOA Technologies in 2014;
  • Microsoft acquiring FieldOne in 2015; and, now
  • Salesforce announcing Field Service Lightning (FSL) for market launch in Spring/Summer 2016 (i.e., no acquisition made; platform includes ClickSoftware technology).

However, of these “big three”, only Salesforce has elected (i.e., at least, so far) to build its FSL functionality, albeit, with help from ClickSoftware for schedule optimization, while the remaining two have each elected to “buy” their way into the segment.

Whether it makes a difference to potential FSM solution users as to whether their vendors have acquired their way into the business, or have built a home-grown model is unknown at this point in time. However, past research conducted by Strategies For GrowthSM (SFGSM) would indicate that it will most likely not be a major selection or evaluation factor for most potential solution acquirers. In fact, it will probably end up being a non-issue for most.

Other smaller – but typically faster-growing – FSM solution providers may have brought their respective solutions to market much earlier than Salesforce, although Field Service Lightning still has certain advantages that these other relatively new entries to the global FSM market are not as likely to have. Further, the introduction of Salesforce into the global FSM through its Field Service Lightning offering now provides an added level of competition to the competitive landscape – a level that ServiceMax and its peers have not seen in recent years (i.e., save for the emergence of the acquired “newbies”, such as Oracle/TOA, IFS/Metrix and Microsoft/FieldOne, etc.).

For example, ServiceMax – which is essentially built on the Salesforce platform, itself – had virtually dominated the recent FSM user market in terms of familiarity/awareness, marketing and promotion, and user consideration and adoption in recent years. However, the May, 2015 announcement of the company’s strategic partnership with PTC “to provide [a] comprehensive and connected Service Lifecycle Management (SLM) solution offering” (i.e., where ServiceMax provides the SLM support, powered by PTC’s ThingWorx IoT-based platform) positions it, in some minds, as just another one of the industry’s “new” and/or reengineered SLM vendors, among other like vendors.

All-in-all, the entry of Salesforce into the FSM market does not simply represent the addition of a single “new” competitor to the overall landscape – but, rather the introduction of a “new” synergistic “mix” of traditional FSM functionality (i.e., built on the platform of one of the most popular and well-respected vendors, ClickSoftware), but seamlessly integrated into the overall Customer Experience, CSM and Sales Management suites offered by the “world’s #1 CRM company”. As such, potential users have the opportunity to not only choose a “new” FSM solution provider – but a “new” type of integrated FSM vendor, with a “new” (i.e., to the FSM market) corporate culture and philosophy for providing “cradle-to-grave” pre-sales, sales, after-sales service and perpetual customer support to an ever-evolving and demanding customer base.

In any event, the introduction of Field Service Lightning reflects Salesforce’s continuing “push” to enter this expanding global market segment on at least an “at par” basis with the other major players currently comprising the “new” FSM market entrants. However, while its entry into the market may initially seem like something “new” for Salesforce, it is not necessarily a “new” idea to the many services organizations that could realistically be thought of as potential Salesforce FSM customers – actually, many have already been using Salesforce to assist in running their respective services organizations for some time now.

For example, the results of SFGSM’s previous two Field Service Management Benchmark Surveys, conducted in 2011 and 2014/15, respectively, reveal the following about Salesforce’s historical positive image and reputation within the global FSM community – even before it had formally entered the market this year with its Field Service Lightning offering. The following data is derived directly from these two SFGSM FSM Benchmark surveys:

In SFGSM’s 2011 Field Service Management Benchmark Survey, respondents were asked to answer a number of questions relating to their familiarity with each of 48 individually listed FSM solution providers. The specific question asked was:

  • “For each of the solution vendors listed below, please indicate the ones with whom you are currently familiar in terms of their Field Service Management

For the 2011 survey, Salesforce was not included among the 48 pre-selected FSM vendors listed in the questionnaire; however, based on new information obtained during SFGSM’s one-on-one telephone interviews conducted as part of the 2014/15 survey Discovery Phase, Salesforce had been mentioned enough times to be included as the 49th FSM vendor – although, it still did not technically offer an FSM solution at that time!

Therefore, in 2011, the most cited FSM solution providers, listed in terms of their respective familiarity among the respondent base, specifically as a “Field Service Management solution provider”, were as follows:

2011 SFGSM FSM Survey Results (percent familiarity as an FSM solution provider):

  • #1 @ 39%; SAP
  • #2 @ 33%; Oracle
  • #3 @ 29%; ServiceMax
  • #4 @ 26%; ClickSoftware
  • #5 @ 24%; Astea
  • #6 @ 18%; Servigistics
  • #7 @ 17%; Metrix
  • #8 @ 15%; Microsoft Dynamics

The 2011 survey results reaffirmed the #1 & #2 standings of SAP and Oracle from earlier FSM surveys, and reflected the growth of ServiceMax which, for the first time, had surpassed ClickSoftware in this historical series of surveys. Further, although Microsoft also did not yet offer an FSM solution in 2011 (i.e., the company did not enter the FSM solution market until July, 2015, via its acquisition of FieldOne), it was still listed as #8 (i.e., at 15% familiarity) by the respondents to the survey. It is noted that two other of the highest cited vendors have since been acquired by larger organizations (i.e., Metrix, by IFS in May, 2012; and Servigistics, by PTC in October, 2012.)

However, SFGSM’s 2014/15 FSM Benchmark Survey update (i.e., with the expansion of the list of potential FSM solution vendors to include Salesforce, for the first time) reveals a largely altered ranking of the most familiar FSM solution providers, as follows:

2014/15 SFGSM FSM Survey Results (percent familiarity as an FSM solution provider):

  • #1   @ 56%; Salesforce
  • #2   @ 50%; SAP
  • #3   @ 35%; ClickSoftware
  • #4   @ 32%; Oracle
  • #5   @ 28%; ServiceMax
  • #6T @ 25%; Astea
  • #6T @ 25%; Kronos
  • #8   @ 21%; AT&T Advanced Mobility Solutions
  • #9   @ 21%; Microsoft Dynamics

In 2014/15, while SAP actually increased its FSM market familiarity to 50% (i.e., from 39% in 2011), and Oracle dropped a mere one percentage point to 32%, Salesforce, the “new” entry to the list of vendors, was cited by 56% of survey respondents as one of the FSM vendors with which they were currently familiar – again, however, without actually offering an FSM solution at the time.

Thus, the key takeaways revealed by trending the two most recent SFGSM FSM Benchmark Surveys, are the following:

  • In 2014/15, Salesforce had already been recognized as a potential FSM solution provider by a majority (i.e., 56%) of the field services marketplace – despite the fact that it did not actually offer an FSM solution at that time.
  • Microsoft, through its CRM Dynamics platform, had also risen in familiarity as a potential FSM solution provider, growing from 15% familiarity in 2011, to 21% in 2014/15 – despite not formally entering the FSM market until July, 2015.
  • The historical leaders in terms of FSM solution familiarity (i.e., SAP and Oracle) have, as a result, since been relegated to the #2 and #4 positions, respectively, trailing far behind Salesforce.

We have seen these types of familiarity rating anomalies in the past; however, what the trend data clearly reflects is that many field services organizations have already been using (arguably, mis-using?) either the Salesforce and/or Microsoft platforms for more than just sales management and Customer Relationship Management (CRM) applications, respectively. And, that this is apparently not limited only to Small/Medium Businesses (SMBs), but also to small-to-medium-sized divisions of larger services enterprises, as well. In many cases, Salesforce (and/or Microsoft CRM) serve double duty within the organization with respect to their use in managing some of the key components of FSM. In fact, in 2014/15, 7% of respondents also reported that Salesforce was their “primary FSM solution provider.”

What this all means is actually good news for Salesforce – and especially for the services organizations that have historically been relying on the company’s platform to support their field service operations, in that, with the introduction of Field Service Lightning, they will now be afforded with much greater FSM functionality – however, this time from a solution that is specifically designed for use in running a services organization.

While other companies, all with fairly deep pockets, have either tried to buy their way into FSM, grow an FSM capability organically, or some combination of the two, not all have had either the resolve – or inclination – to strive to dominate the FSM market. However, with respect to Salesforce, the combination of a corporate mentality that looks to dominate in each of the markets they serve, with a documented history of key players in the FSM community having already been using (i.e., or mis-using) their CRM platform to assist in running their respective services organizations, the prospects for Salesforce actually becoming a dominant leader in the FSM marketplace may be a somewhat safer bet.

Nonetheless, it must still be stated that, so far, Salesforce has only announced a very small portion of field service capability (i.e., key components including contract management, parts management, etc. are still missing) and, as a result, the jury will continue to be remain “out” until more of the company’s Field Service Lightning offering actually hits the market – in full – and in sync with the market’s expectations.

The Impact of a Changing FSM Competitive Landscape Is Revealed from SFG℠’s 2016 Field Service Management Tracking Survey

[If you haven’t already taken SFG℠’s 2016 Field Service Management (FSM) Benchmark Tracking Survey, simply click here: https://www.surveymonkey.com/r/SFG-PollockOnService.]

We’ve all heard the expressions, “Everything old is new again”, and “Back to the basics”. However, while these expressions may still be somewhat reflective of the global services community, we have finally begun to see an uptick in the degree of market consolidation, as well as the impact of the many mergers, acquisitions and partnerships that seem to be re-defining the competitive landscape on a virtual daily basis.

For example, just a couple or few years ago, there was no real (i.e., dedicated) presence in the global services community by companies such as Microsoft, Oracle, PTC and Salesforce (although many services organizations, mainly among the smaller-sized companies, had already started using Microsoft Dynamics and/or Salesforce to, at least, piggy-back their Field Service Management (FSM) operations onto their existing CRM, ERP or Business Management platforms).

Other vendors, such as IFS, Oracle and SAP had, years earlier, embedded some form of FSM into their general offerings, but not everyone was necessarily buying. Of course, there was always ClickSoftware and ServiceMax generally breaking out of the pack to gain some robust market share, leaving most of the tried-and-true traditional vendors as proud purveyors of their respective Best-of-Breed FSM solutions (e.g., Astea, Metrix, ServicePower, ViryaNet, Wennsoft and many others).

However, fast forward to today: Where are all of these vendors now? PTC acquired Servigistics (including MCA Solutions), ThingWorx, Axeda Systems and other technology firms; Oracle acquired TOA Technologies; IFS acquired Metrix; and Microsoft acquired FieldOne, all major software players “buying” their way into the FSM market through a series of blockbuster deals.

Salesforce, which had historically either been used (and/or mis-used) in its ability to manage field service operations, decided earlier this year to build its own Field Service Lightning module – but, built primarily on ClickSoftware’s Field Service Expert platform. ClickSoftware went private (i.e., after years of speculation that it would, one day, be acquired by SAP) and may have lost some of its historical luster in the marketplace (i.e., in terms of “Who are they now – really!). Another long-time vendor, ViryaNet, was acquired, first, by Verisae (i.e., taking its name), and now, by Accruent; and Wennsoft is now known as Key2Act.

In other words, the FSM competitive landscape has probably changed more in the past two years than in the dozen years before, in terms of structure, presence, influence and use. However, we would be burying our collective heads in the sand if we thought that this recent spate of market consolidation is now over – it’s not – and there are likely to be further surprises in the short term, rather than in the longer-term future.

So, … what does the future hold for the global FSM marketplace? Much will depend on how the market itself (i.e., the current and prospective FSM solution users) believes it should evolve.

That’s why Strategies For Growth has launched its 2016 Field Service Management Benchmark Tracking Survey after an approximate two-year hiatus. The times have changed; the competitive landscape has changed; and user needs and requirements, perceptions, expectations and preferences for FSM solutions have changed.

In fact, it may be because of the latter that many of these mergers/acquisitions were “forced” to take place. In many cases (i.e., too many cases) the existing FSM solution providers did not, or could not, evolve as quickly as the market’s needs and, as a result, either lost their traction, their “mojo”, their market preference, or any combination thereof.

It is frustrating to not be able to present some of the key preliminary findings from our current (i.e., 2016) FSM Survey – but that could likely influence the responses of some of the individuals who have not yet taken the survey.

So, … here’s our suggestion: First, take the survey, and we guarantee that you will, at the very least, learn something more about the global services community merely by reviewing the questions and answer sets, and thinking about what your top-of-head responses should be.

Second, after taking the survey, be sure to continue to watch our Blogsite, www.PollockOnService.com, for frequent updates and posts on key survey findings; Third, watch for our various published articles in Field Service DigitalField Service News and Field Technologies Online, and any of the other client-sponsored White Papers and Webcasts; and, Fourth, we will be happy to e-mail you a special, not otherwise published, Executive Summary, following the close of the survey later in the mid-to-late November timeframe.

In any case, we’ve got you covered – with the market data and information that you can use to compare the challenges, drivers, technology adoption and strategic actions taken by your organization compared against all others. All it takes is about 15 minutes of your time, for timeless information about your field – Field Services.

To take SFG’s 2016 Field Service Management (FSM) Benchmark Tracking Survey, simply click here: https://www.surveymonkey.com/r/SFG-PollockOnService.

Salesforce Poised to Strike with Its Field Service Lightning Solution (Part 3 of 4)

[This is part 3 of a 4-part series on the launch of Salesforce Field Service Lightning. Part 3 focuses on the Industry’s “Take” on the new offering. Part 4 will follow over the next week or so.]

Field Service Lightning – The Industry’s Take

Early on, CRM Daily cited that “Salesforce is adding some lightning to its customer success platform. The latest iteration of Salesforce Lightning aims to raise the bar on customer relationship management with a platform that taps cloud, mobile, social, IoT (Internet of Things) technologies and data science.” The publication also reported that, “Salesforce launched Lightning in 2015 as a multi-tenant, next-generation metadata platform that enterprise workers can use on any device. It quickly gained traction, boasting 90,000 customers and 55 partners today.”

NewsFactor referred to Salesforce chairman and CEO, Marc Benioff’s, press release statements hyping Lightning as a “game-changer” for Salesforce and its customers as just that – “hype!”. But, in a direct response to the press release, wondered whether Benioff was “overselling the platform.”

However, Mary Wardley, vice president of enterprise applications and CRM Software at research analyst firm, IDC, believes that Salesforce is on to something, as she opined (in a Salesforce statement) that, “Salesforce has set the standard for innovation in the cloud, and by association, CRM, delivering an unprecedented three releases per year for the last 17 years. Maintaining that pace of innovation is even more crucial as both the pace of technology and customer requirements continue to accelerate and become more complex.”

She further went on to say that, ““Field service operations remain a bastion of antiquated systems in many organizations. With the advent of IoT and more objects becoming connected, field service will only become more complex and critical to the success of service organizations. Having a complete end-to-end view of the entire customer service experience – from purchase to installation to maintenance – will allow companies to grow customer loyalty and engagement.”

ChannelBiz reported that Sarah Patterson, Salesforce senior vice president of marketing, after presenting a preliminary demo of the new Field Service Lightning platform, referred to the app by calling it “the Uber of field service apps.”

Also according to ChannelBiz, “the demonstration showed how Field Service Lightning tracks the location of service representatives and has the ability to assign the one closest to a new job. But the system also lets the dispatcher see if that first choice is stuck in traffic and automatically assign the job to someone who can get to the job site faster. An online map shows the field representative’s progress getting to the job and when they’ve arrived.”

However, Diginomica believed the introduction of the new Lightning component to be generally expected on the basis of scuttlebutt … that a field service play would feature at last year’s Dreamforce after Oracle acquired TOA Technologies and Microsoft snapped up FieldOne”. However, it also believed that the announcement was just “another example of Salesforce’s expanding functional footprint putting it on a collision course with partners in the company’s ecosystem”.

Nonetheless, the analyst firm went on to say that “Salesforce’s angle on partner-clash is simple enough – these are big market sectors and the key is to provide customers with choices. That’s also the line being taken by ServiceMax today.”

In support of their belief, Diginomica provides a quote from Spencer Earp, ServiceMax’s Vice President EMEA, saying that:

  • “Field Service is a very big market – it pretty much keeps the world running in just about every sector you can think of from healthcare to energy to manufacturing – and it’s applicable to companies of all sizes. What’s interesting is that it’s not just the size of the market that’s expanding, but also the potential.
  • So it’s not surprising that as both the market for field service grows and the potential for monetising grows with it, that we’ll see multiple players with different levels of offerings. It’s a multi-billion-dollar market, so there’s plenty room for field service leaders like ServiceMax who operate on the Salesforce1 platform to co-exist with Salesforce in this space – partly because of the sheer size of the market, but also because of the diverse set of customer requirements in a market this big.
  • Some companies will want to simply automate the location and scheduling of their service techs, for example, whilst others will need the richer experience and deep sector expertise that a complete end to end field service management solution like ServiceMax provides.”

Information Week sees Salesforce as having, “enhanced the field service and several other capabilities across its platform, reconfigured its packaging, and raised prices. It has also added Accenture as a cloud CRM customer (i.e., on the same day as the announcement)”. In an interview published soon after the initial announcement, in Information Week, Forrester Research senior analyst, Ian Jacobs, was quoted as saying that Salesforce’s approach to adding field service functionality is “lightweight” and internally developed; that it marked a difference from Salesforce competitors, some of whom have sought to add this field and dispatch functionality to their products through acquisition (e.g., Oracle and Microsoft). He also believed that other large global companies may also follow suit.

However, following Salesforce’s March 15, 2016 press release, Jacobs went on to say that, “There are several reasons for Salesforce to jump into this space. The obvious one: they are in a competitive tit-for-tat with Microsoft and Oracle who have both acquired their way into the market. But there are actual benefits to companies of combining field service and customer service on a single platform: better handoff between contact centers, dispatch, and field workers; connecting field service to cases opened in Service Cloud; and a better ability to create a holistic service process.”

In another interview with Jacobs, Elec Café reported that “The company took the unusual step of releasing the new field service product without a pilot or Beta testing period, instead going straight to market. The lack of a pilot did not escape the notice of Forrester’s Jacobs,” who further elaborated in TechCrunch that “The no pilot or beta was a big surprise to me. But the growth in the subscription model across all sorts of industries (HVAC companies offering cold air as a service, for example) dramatically elevates the importance of field service in the B2B world, and the explosion of home automation and ‘smart’ appliances does the same for the B2C realm.”

Fortune also weighed into the mix by reporting that, “The cloud software giant’s latest application launched Tuesday, called Field Service Lightning, automates the management repair or service calls – everything from dispatch alerts to work order creation to wrap-up reports. As you might expect, the service ties closely to the flagship Salesforce customer relationship app. In theory, that turns service technicians into potential sales representatives. For example, if someone notices that a customer might benefit more from a product update – rather than a repair – the technician will be able to suggest that to the customer and note that in his or her report.”

Overall, the various industry analysts’ reports look very positive thus far.

[Watch for part 4, to be published on our Blogsite shortly.]