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Today, Software-as-a-Service refers to a huge number of digital solutions that allow companies to externally manage, own, and deliver software, and represents one of the fastest-growing segments of the economy.


SaaS uses the Cloud infrastructure to store data and allow users to access the service via the internet browser, from everywhere and without the need to download anything. One of the major benefits is that software never goes out of date, just keeps getting updated.


SaaS penetration has accelerated in recent years, disrupting almost every sector and vertical you can think of. E.g., Netflix has become the leader of the SaaS providers in the entertainment industry, with a subscription-based streaming service providing users with an infinity of movie and tv series accessible from any device, notably bankrupting established market leader Blockbuster Inc. In recent years many other companies embraced the Netflix business model and introduced their streaming services, such as Disney+, Amazon Prime Videos, and Sony LIV.



Tekion is disrupting the automotive industry by providing the first and fastest cloud-based and end-to-end automotive SaaS platform, including all functionalities of a dealer management system (DMS). Tekion was founded by the former CIO of Tesla, who was responsible for building Tesla’s digital and information systems and software platform of the EVs company. When he launched Tekion, he aimed to make the car buying experience more efficient while increasing profitability.


Tekion provides dealers with the IT infrastructure through which they can manage inventory, keep track of customers’ leases, sell additional services to clients, and review loan options. By efficiently communicating with all the key stakeholders in the automotive sector – dealers, car manufacturers, and customers- the platform provides a rich and unified consumer experience while avoiding losing valuable information. In addition, the platform keeps updating over time thanks to cutting-edge technologies such as Machine Learning, Artificial Intelligence, and IoT. Tekion’s shareholders include established automotive companies such as Hyundai, BMW, and General Motors.



Because of the huge amount of data to be stored in the cloud, companies may experience difficulties in managing and monitoring all the flows of information. End-to-end software Datadog helps companies by providing an integrated monitoring and analytics platform to process information in real-time and across different clouds. Flexibility and accessibility today are not just a benefit, but a mandate for companies that want to scale up globally and be able to adapt their business to rapid environmental changes. Datadog is used by companies of all sizes and industries, and it aims to increasingly democratize the use of the various tools offering an integrated interface where different teams can create, monitor, and gain valuable metrics on the company’s activities.



As reported by Gartner, the SaaS industry is worth about $145bn, and it is expected to experience its largest annual growth in 2022, reaching a value of $171.9bn by the end of the year. The benefits of the SaaS model are evident, and many companies are making the transition to a subscription-based service: By 2026, it is predicted that 50% of organizations will integrate SaaS application.


 

The information in this article should not be regarded as a description of services provided by Delian Partners SA. The opinions expressed in this article are for general informational purposes only and are not intended to provide specific advice or recommendations for any individual or on any specific security or investment product. It is only intended to provide education about the financial industry. The views reflected in this article are subject to change at any time without notice.

2021 so far is showing an acceleration of the strong growth trend in Digital Advertisement. As businesses re-open worldwide and previously canceled campaigns are resumed, advertisement budgets have been increasingly directed towards Digital Ad because the use of social media platforms and streaming services have risen almost everywhere.



Digital vs. Traditional Ad Spending (US)

Source: eMarketer


Not surprisingly, the main beneficiaries in the Digital Ad ecosystem are Alphabet, Facebook, and Amazon, which all reported strong growth in Ad revenue in 2020. Among these, Alphabet continues to dominate the Digital Ad market: In 2020, Google accounted for about 29% of the total Digital Ad revenue in the US, followed by Facebook and Amazon with 25.2% and 10.3% respectively.



US Digital Ad Revenue Share, By Company, 2019 & 2020

% of Total Digital Ad spending


Source: eMarketer


Google built its success in Digital Ad by leveraging AI software to collect and integrate data from users in a more sophisticated and faster way. While Google’s platforms connect businesses with billions of people every day through Search and YouTube, AI helps them to create highly tailored content based on consumers’ needs and preferences of the moment.

With an impressive 1.87 billion daily active users in 1Q21, Facebook can count on one of the largest and most diverse advertising audience ever and collect a huge amount of data for the benefit of advertisers. Facebook also introduced innovative features to its Ad service: The use of Machine Learning helps determine the likelihood that a given user will act as the advertiser wants, such as visiting the advertiser’s website, installing their app, or buy a product. And then, the algorithm will rank the quality of Ad content through an Ad quality score so that the advertiser can fix the campaign following the best way to achieve his goals.

In recent years, Amazon’s Ad business also experienced a tremendous growth, mainly fueled by the acceleration of online shopping: According to EMarketer, Amazon advertising revenue in the US will surpass $20B in 2021. To keep up with the competition, the e-commerce giant also implemented an AI driven algorithm which analyzes real-time data generated by shoppers’ behavior, allowing advertisers to provide specific content to a narrowly targeted audience.


Digitalization is changing consumers’ behavior and companies must be increasingly data-driven to be able to communicate with people who spend more time navigating through the Internet while scrolling social media, checking emails, or reading the news. Digital Ad is becoming mandatory for companies to attract new customers and build a relationship with their brand.



 

The information in this article should not be regarded as a description of services provided by Delian Partners SA. The opinions expressed in this article are for general informational purposes only and are not intended to provide specific advice or recommendations for any individual or on any specific security or investment product. It is only intended to provide education about the financial industry. The views reflected in this article are subject to change at any time without notice.


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