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Market Dojo and Odesma partner to combine their intuitive eSourcing softwareand expertise in offering business advisory services to offer clients a winning procurement solution. Read Part I, where Ed (one of Odesma’s co-founders) and Market Dojo initially ponder the neanderthalic ways of B2B software…
Slowly and surely, not only do we see B2B companies adopting these B2C ideologies, but some B2C companies are jumping in and filling the gap left by B2B providers. Granted, the complexity of B2B companies isn’t completely covered by the consumer oriented companies, and so they are aiming more at the smaller companies, but all the same it still highlights a shift in the market.
By taking a couple of examples, we can see where these changes are happening and examples of B2C solutions doing it right:
The transportation networking company Uber originally focussed on the B2C space by bringing together people looking to travel in the same direction, aggregating the demand and sharing out the cost of the journey to charge a lower price. Targeting those traveling for personal reasons and commuters, they are paying special attention to the business sector with their latest development of business profiles.
More recently, focus has shifted to the freight industry where they hope to achieve similar by introducing mobile-based freight brokering technology. Not only will there be a reduction in number of ‘empty miles’ travelled, mobile-based freight brokering technology can help lower operating costs, improve fuel efficiency, boost asset utilization and enhance resource productivity.
Benefits which Uber have been reaping since they formed in 2009.
Amazon touched briefly on the B2B side with Amazon Business. With benefits like integration with Purchasing systems and order approval workflows, they have adapted Amazon to create Amazon for business.
This could have extreme effects on the current technology providers should Amazon develop an eSourcing/eAuction aspect and it would not be that difficult for them to make the shift.
Another area in which Amazon has moved to a B2B focus is with their hosting options. This isn’t an adaptation of their B2C offering, but an entirely new market for them. (more info)
Airbnb, for example, provide a marketplace that allows one to search for and/or offer accommodation. Their sleek design, mobile-optimisation, carefully thought-out filters and simple sign-in methods are something to be rivalled. Having relied heavily on investment, they have been able to afford the development costs and created a really neat SaaS product.
Procurify is another such example of improved, B2C-esque usability. They aim to provide P2P technology without the presumed “boring” grey-scale color scheme and clunky design that we have seen (and expected?) for so long. They have responsive design and mobile applications available. With their bright colours and simplistic design, they are very appealing.
But will this new technology, mainly adopted by new companies, only appeal to the millennials of today? Will previous generations appreciate this or seek their old faithful, familiar, providers.
Jive is also an interesting example. Marketed as THE NEXT LEAP FOR SOCIAL INTRANET SOFTWARE, their user interface is very similar to that of Facebook… Facebook 3 years ago.
The concept is brilliant – provide companies with an internal social platform to share company news and collaborate. However the user interface still leaves something to be desired. Granted it’s one of the best on the market, and I am in no way criticising them specifically, but overall, there is still a lack of ease-of-use in B2B social platforms in comparison with B2C. Is this because we expect it, because more complexity is required, or because the design needs to remain colourless and simple.
LinkedIn have recently redesigned their ‘groups’ making them more user-friendly and appealing, so increased usability is something which they pay attention to. But the creativity of design is definitely lacking in the B2B world. Why does business have to be so boring!?
The procurement community is lucky to benefit from the industry specific social platform Procurious which, with its bright colours and easy interface has a very B2C feel – which differs greatly from LinkedIn. In the picture on the left, you can see crowded text and pictures with no clear direction of what to look at next with a few small tabs at the top to interact with.
On the right the information on the profile page is broken down into tabs and the contact information on the left-hand side makes it easy to see details of an individual.
It seems that Procurious, being a more recent development, has taken learnings from other solutions (in its space) to create a more user friendly social media platform. Whilst LinkedIn (above left) is busy and cluttered, Procurious provides a more simplistic, clearer view. If you haven’t done so already, definitely recommend getting involved there and signing up to the tool.
Alibaba provides an online platform for global wholesale trade. They launched in 1999 and attempt to make sourcing of goods and suppliers more simple for businesses, working with millions of suppliers across the globe.
Within the tool, they have a categorised search option for buyers with the ability to ‘get quotations’ from the approved supplier list within Alibaba (AliSource Suppliers).
As B2B technology companies are beginning to realise the benefits of being easy to use etc., what changes do we think will happen? How do we envisage the B2B tech space evolving within the next 5-10 years?
Market Dojo put an article together examining what we will look like in 10 years time and how we will have to adapt and change to remain ahead of the game. With a focus on us as an eSourcing company, we came up with a few conclusions, most of which can be applied not only to eSourcing, but to B2B technology companies as a whole.
The table below looks at different functions of technology and predictions on how they might change within the B2B landscape.
|Mobile Technology||Whilst consumers are ever increasing their use of mobile tech, are businesses going to become more reliant on this in the workplace? The simple answer is yes. B2B companies need to be aware of becoming even more responsive, searchable and usable across the mobile technology of the future?|
|Google (power of the web/search)||Will this develop enough and become intelligent enough to make other applications obsolete? Such as developing more intelligent supplier search function and becoming the de-facto supplier database though their categorisation.|
|APIs||The ability to integrate between solutions is already possible, but in the future it is set to become even more simple. We expect it becoming ever easier to integrate with any (software) component through standard connectors, so that best of breed becomes as attractive or even better than ERP solutions.|
|Amazon/Google/Apple B2B platform||Established companies moving into other areas (E.g. developing eMarketplaces) and threatening the smaller providers with their ability to quickly develop technology. This is already happening.
Procserve, for example, have built links with Amazon for B2B purchasing. (See full article here.)
|Eradicating the user interface||Moving from slick user interface to ‘no user interface’, as per this Coupa article. A rather controversial idea, but we can see some logic that instead of having to log into a tool every day, instead it fits around your life so you can interact with it outside the tool via Voice Activation such as Google Voice, Siri, Cortana, etc.|
|True commoditization||The final stage of the technology lifecycle is commoditization. (See Market Dojo’s video on the four stages of technological growth taken from a TED lecture.)|
|Integrated market information||How global news stories affect various aspects of your business and what technology can do to make companies more aware and faster.
Also how tech can keep companies updated with what’s being said about their brand. (Ref. Owler.)
|More focus on AI & Automation/robotics||The software could take actions when it ‘thinks’ it is needed. e.g. within eSourcing – delay an auction due to lack of liquidity, or suggest a better lot structure based on the bids received.|
|Public Sector Procurement||A big shake-up in the public sector software market to disrupt the legacy tools with their complex workflows and procedures to be a slick tool that people enjoy using. E.g. Matrix SCM|
|IT involvement & Security barriers||IT’s function is changing from an in-house design/build/implement function to a strategic business partner who guide business stakeholders in the selection of appropriate SaaS systems.|
|Marketing||How will people find us in the future, compared to how they find us now?
How will the power of search change in the future?
At the minute, the focus is on Content Marketing, but what next?
More personalised, more interactive marketing?
As you can see, we expect the Market Dojo platform to become more intuitive and user-friendly over the next few years. Is this true of all business softwares? Will we (realistically) be able to prioritise usability and design over functionality and features?
The authors have pondered long and hard the question of when the B2C approach will catch on in the B2B World. We think it is progressively changing, but will for the reasons listed earlier take some time to change. New suppliers with easy to use solutions are coming to the fore, Coupa and Egencia come to mind. But we postulate that it will be a slow change process, with perhaps another 5 years before the whole B2B solution market feels like today’s B2C environment – at which point the B2C landscape will possibly be different again! To stay at the forefront of technology, can B2B companies look to B2C arena as a gauge of what’s to come?
What are your thoughts?
Ed is co-founder of Odesma, a new breed of business advisory firm, one that is uniquely on demand providing virtual procurement through the Procurement PeopleCloudTM. He is a results orientated executive level business leader with 25 years global professional services, consulting and functional experience in procurement, supply chain and change management. Previously with Xchanging plc, Ed had Executive leadership responsibility for running the global procurement and HR outsourcing businesses. He has also held senior level consulting and functional roles with QPGroup, ShareMax Inc. and PricewaterhouseCoopers.
Ed can be contacted at email@example.com or at:
Odesma Limited, Woodrow, Off Snape Hall Road, Whitmore
Staffordshire ST5 5HS
Tel: +44 (0)161 433 7833
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