Welcome to The Margin, a newsletter designed to keep you on the leading edge of monetization.

In business, the difference between being ahead of the curve or slow to adapt is anything but marginal. The Margin aims to be the most useful, timely, and incisive ping that hits your inbox all week. It includes critical research and analyst insights to inform short and long-term decision making.

 

Here’s what you need to know:

Tune In to MGI | Here Comes Usage!

In the past few months, MGI Research has published the Agile Billing Top 50 buyer’s guide, 35 individual Use Case Notes™ in Agile Billing, three new MarketLens™ charts that plot the Agile Billing market, and a webinar explaining the key takeaways from these myriad reports. So, are we taking a break from billing for a while to focus our attention elsewhere?

Of course not! MGI Research invites you to join us for an upcoming webinar entitled Here Comes Usage! Adopting & Optimizing Consumption Business Models.

  • This webinar will discuss the past, present, and future of usage billing, the suppliers that can support complex, consumption-based business models, and the challenges along the usage billing roadmap.
  • The webinar will take place on Thursday, August 17 at 8am PT / 11am ET / 5pm CET. Register here to reserve your spot. If you can’t attend the live webinar, a recording will be emailed to you.

A Story You Can’t Afford To Miss | Tech M&A Is Dead… Unless You Have Cash.

Three recent M&A events in the monetization space have caught our attention. All three of these acquisitions involve large, private equity firms, and two of the three are making waves in the Professional Services Automation (PSA) space.

  • On July 26, Haveli Investments announced the acquisition of Certinia (formerly known as FinancialForce) for approximately $1 billion.
  • On July 25, French aerospace and defense firm Thales announced the acquisition of security provider Imperva for approximately $3.6 billion.
  • On July 12, billing vendor Rev.io announced the acquisition of the professional services and monetization software supplier Tigerpaw for a yet undisclosed amount.

Read on for our analysis of these three large acquisitions – and why they matter in the midst of budget-trimming season.

On The Horizon | De-clouding the Future?

One of the major trends that have characterized the software market over the past several years is cloud migration.

  • The public cloud has attracted the attention of the software industry (and beyond) due to the widespread belief that it will be the exponentially cheaper long-term solution to data hosting, while on-prem prices will get more and more expensive over time.
  • However, cloud providers are up-charging users for larger volumes, faster speeds, broader functionality, and other variables.

A changing landscape gives rise to range of questions.

  • Will software vendors rebel against cloud providers by “de-clouding” and migrating back to on-prem systems?
  • Is the first wave of de-clouding already underway?
  • Does this trend signal a shift in purchasing power from vendor to buyer?
  • Will it usher in a new era of on-prem and/or hybrid data centers?

An upcoming research note will explore the answers to these questions and many more.

 

Now let’s dive a bit deeper.

Tune In to MGI

An electric car charging

Here Comes Usage! Adopting & Optimizing Consumption Business Models

Join MGI for a webinar discussing the evolution of usage and consumption billing – who delivers it today, what headwinds and tailwinds are shaping the market, and which emerging capabilities will become table stakes in the near future. This webinar will answer questions like:

  • What is usage billing and who can provide it?
  • What is driving interest in consumption pricing models?
  • What are the challenges of implementing usage billing?
  • What is the difference between a simple usage billing capability vs. a complex one?
  • How can users plan for effective and efficient adoption of usage billing?

Register for the webinar here. We’ll see you on Thursday, August 17 at 8am PT / 11am ET / 5pm CET.

A Story You Can't Afford to Miss

A Certinia banner with a blue flower on the right side

Tech M&A Is Dead… Unless You Have Cash

With high interest rates, expectations for a rising tide of tech M&A transactions have tempered. Most buyers look for some leverage in acquisitions, but at 13-14% interest, borrowing costs are too high to make acquisitions profitable. Deals that get to a finish line in this environment must be compelling, non-dilutive, and rich with cash-generating opportunities. Three recent transactions caught our eye:

  • On July 26, Haveli Investments, in partnership with General Atlantic, announced the acquisition of Certinia, formerly FinancialForce, from private equity and venture capital firms Advent International and Technology Crossover Ventures for reportedly ~$1 billion (undisclosed by the company).
    • Certinia is a leading provider of automation solutions for services-oriented businesses.
    • Its products address the Service-as-a-Business model (“SaaB” highlighted in our research earlier in 2022 and 2023).
    • Certinia is targeting the needs of the mid-to-large-scale services organizations in terms of professional services automation as well as financial management, customer success, and services CPQ.
    • While General Atlantic is a long-established private equity investor, Haveli is a relatively new fund founded by alums of Vista Equity Partners. The transaction is expected to close later this month.
      • Get the Certinia 360 Rating™ here.
      • Get the Certinia Use Case Note™ here.
      • Read more about Service-as-a-Business here.
  • On July 25, French aerospace and defense firm Thales announced that it is acquiring application and data security company Imperva from Thoma Bravo private equity for $3.6 billion.
    • Previously, Thoma Bravo took Imperva private in 2019 for around $2.1 billion. Founded in Israel, Imperva was part of a large, $26 billion security portfolio at Thoma Bravo.
    • Now, Thales is trying to take its cybersecurity business to the next level, while Thoma Bravo will have to focus on rationalizing its diverse set of cybersecurity properties.
  • On July 12, Rev.io announced the acquisition of Tigerpaw, a software company with a near 40-year-old track record in delivering professional services and business automation software for small and midsize technology providers.
    • The Tigerpaw solution focuses on the Managed Services Provider (MSP) universe – an area that Rev.io is already targeting with its monetization solution.
    • This acquisition has the potential to be accretive for Rev.io, expanding its reach within the managed services space.
    • Tigerpaw’s technology provides MSPs with account management, sales automation, project management, reporting, invoicing, field technical support, and inventory tracking, among other capabilities.
    • With Rev.io’s billing and monetization capabilities, the combined package has many of the features of a SaaB solution.
    • Rev.io is backed by private equity firm Primus Capital.
      • Get the Rev.io 360 Rating™ here.
      • Get the Rev.io Use Case Note™ here.

The intrigue | While these are not the only tech M&A transactions in recent weeks, it is notable that all three involve large private equity firms. In recent years, private equity firms have become almost a separate class of ownership – especially in the software industry, with vast portfolios employing hundreds of thousands of professionals globally and generating tens of billions in revenues.

  • Some of the larger PE firms retained a significant amount of cash that they are now looking to deploy by targeting quality firms with declining valuation multiples.
  • Many are also looking for creative exits that can create liquidity even in a more challenging transaction environment with higher interest rates.
  • As rates eventually ease, the pace of M&A and multiples are likely to recover.

Why you should care | Two of the transactions noted (Rev.io/Tigerpaw and Haveli/Certinia), target the services spaces – specifically, Professional Services Automation (PSA) and SaaB – an area that we forecast will grow rapidly over the next 3-4 years.

On the Horizon

A cloud filled with electricity

De-clouding the Future?

An upcoming report from MGI Research will analyze the “de-clouding” trend – i.e., a potential mass shift away from the cloud and back onto data centers and on-prem systems. The driving force behind this movement is the increasing cost and dependency on major cloud providers such as AWS, Salesforce, and Microsoft Azure, which have become significant expenditures for organizations attempting to focus on slashing costs and boosting profitability.

  • Performance bugs, security concerns, and more complex needs are all sensible reasons for migrating off the cloud. However, the most likely culprit for the trend is price.
  • However, roadblocks like decreasing availability of legacy systems and the sunk cost fallacy dissuade many potential de-clouders from taking the leap.
  • De-clouding is not yet a widespread phenomenon. Its emergence as a potential budget-trimming solution should serve as a warning to tech vendors: software costs are either too high, mismanaged by customers, or both.

Stay tuned for the full report on de-clouding – it will be published later this month.

So What Have I Missed?

The Topical 20 | Our most recent and relevant research that will help you keep your finger on the pulse of AMP disciplines.

1. Going Global With E-Commerce

2. Tech Trends: Mapping the Software Industry

3. Configure-Price-Quote (CPQ) TAM Forecast 2022–2026

4. The Future of CLM Is Data-1st

5. Declouding: Will Curiosity Inspire Action?

6. Dirty Data Kills!

7. Q2C Success: What Does It Take To Achieve Excellence?

8. 2024 Tech Budgets Preview — Webinar

9. Here Comes Usage! Adopting & Optimizing Consumption Business Models — Webinar

10. The Agile Billing Top 50 Webinar

11. The Agile Billing Top 50: A Buyer’s Guide

12. MGI Forecasts: Service-as-a-Business (SaaB) Software Global TAM Forecast 2022–2026

13. MGI Forecasts: Finance Automation for Services Organizations (FASO) Software Global TAM Forecast 2022–2026

14. Survival of the Fittest: Managing Extreme Economic Uncertainty

15. The Global Tech Market Is Bigger Than You Think

16. Is Software Still Eating the World?

17. Not a Typical Recession: Making Sense of the Global Economy

18. Use Case Note™: Opencell in Agile Billing

19. 360 Rating™: Icertis in CLM

20. The 13 Deadly Sins of Agile Monetization

and 32 other Use Case Notes!

 

The Evergreen Archives | Curated past research that is still pertinent today.

1. Quote-to-Cash Is Dead; Long Live Prospect-to-Disclosure

2. What Every CEO Needs to Know About Subscription Business

3. Evolution of MoR into Monetization as a Service

4. Mediation 2.0: Taking on the Data Challenge in Agile Billing

5. The Six Stages of CLM

6. Headless eCommerce Architecture: Is eCommerce Losing Its Head?

7. How to Scale Monetization Globally

8. Ten Digital Payment Trends Every CEO Must Understand

That’s all for this issue of The Margin. If you’ve made it this far, we’ll certainly see you next time.

Warm Wishes, MGI Research

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