“Us disrupting ourselves” — PwC Digital’s journey to 2020

“In contrast to peers such as EY, which held an entire analyst conference focused on, and organized around, its technology consulting capabilities, PwC structured each of its client stories around the central business challenge, with the technology solution presented as only part of the successful outcome. PwC placed considerably more emphasis on how it worked with clients’ C-Suite and line employees to identify and resolve key pain points and organizational issues, rather than leading with silver-bullet technology solutions that addressed clients’ specific RFPs.” TBR analysis, October 2018

While PwC Products fully coalesced into being over the last 12 to 18 months, the firm’s technology evolution started at least 10 years ago, with the Hallandale Experience Center perhaps the most critical catalyst in changing the firm’s overall approach to embedding technology into every engagement. Importantly, embedding technology did not mean, as noted above, focusing first on technology, even as the firm developed fully formed solutions. As PwC leaders reminded TBR, the firm developed the DoubleJump Health platform more than three years ago, building experience with a subscription-based software business model. In the last year, PwC enhanced collaboration among the eight digital factories and labs across the firm and took careful stock of the assets the firm had already developed and deployed with clients.

While previously PwC developed bespoke solutions within an industry or service line, with little collaboration across the firm, the recent shift included consolidation of the independent assets that had potential and a scrubbing of these old assets through a digital process pipeline. By putting the solutions through a rigorous vetting process with the goal, as explained by PwC, of determining which assets would meet consistency and quality standards as well as “make an impact,” the firm created a model for product innovation that could be implemented across all of PwC. As one PwC leader noted, “The assets were there. PwC Digital’s job was to put them together.” In addition to process, the firm also needed creativity and a willingness to disrupt itself, something TBR commented on in April 2019: “A PwC leader once challenged TBR to explain why the consulting business model seemed immune to the disruptions changing every other industry. The answer, and the disruption, are within his own building, and consultancies and IT services vendors not seeing it risk falling substantially behind.”

PwC Products: The $500M business built on BXT

“Is PwC now a software company or a technology-enabled consultancy with a global distribution channel for assets and managed services? We’re watching and waiting to see.” TBR analysis, October 2018

We have our answer. PwC is a business solution provider, and some of those solutions include products — tangible, defined assets that allow the firm to be, as the PwC leaders noted, “better, faster, and cheaper for clients.” Some of those assets will remain within the firm, scalable but deployed only to increase speed or efficiency in certain engagements. Some assets will remain with the client, paid for in full, through licensing or by subscription.

Taking AI further

EY’s “six habits” study provides detailed information and assessments of digital transformation leaders’ best practices as well as “actions for the boardroom,” such as “create a culture of continuous learning” and “embed innovation with corporate governance.” In previewing the study, TBR noted that the recommendations for boards to consider when accelerating AI — “assess the current state,” “integrate AI into core” and “measure AI benefits” — perfectly mirror EY’s own consulting offerings around AI. In discussing AI further, Higgins and Little explained that the firm has been applying AI when making its own financial forecasting and HR management decisions, providing additional insights into how different solutions could be rolled out to clients. Little made explicit that the firm would “build AI into every solution we have,” laying down a clear marker of the firm’s bet on emerging technologies. The firm has been trying to move away from the historical consulting and systems integration approach of putting many people on projects and would instead be adopting more agile sprint methodologies, automation and AI. A concerted effort to embed AI both internally and in every solution built for clients echoes TBR’s November 2019 Digital Transformation Insights Report: Emerging Technology, which noted that, “to capitalize on the cost savings generated by AI, vendors must shift their value proposition toward navigating clients’ technical and business change management obstacles to implement solutions, a strategy requiring continued investment in consulting expertise.”

Building better ecosystems

In discussing changes to the partnering ecosystem for all consultancies and IT services vendors, TBR has emphasized the need for re-evaluation and constant management of alliances, particularly as the technology vendors themselves change their own partnering models and go-to-market approaches. EY has stepped ahead of this change, recognizing the firm needed to evolve its traditional partner program into strategic ecosystem management.

In February EY released a new study on the “six habits of digital transformation leaders,” based on a survey of global CEOs and board members. TBR spoke with Jim Little, EY’s global Microsoft Alliance lead and EY Americas Technology Strategy lead, and Dan Higgins, EY’s global Technology Consulting leader, to gain additional insights and comments on the study, as well as to understand how the firm has shifted its internal operations and strategy around technology. TBR has attended multiple EY events in the last few years, including those geared specifically toward highlighting the firm’s technology practice. Based on those events and the March 2020 discussions with Little and Higgins, TBR believes EY has substantially changed its approach to technology consulting, from enabled to embedded and scalable, which will increasingly expand the firm’s opportunities with global clients, potentially at the expense of traditionally more technology-centric competitors, such as Accenture (NYSE: ACN) and Deloitte. Little and Higgins explained that EY fully intended to embrace a new strategy around technology, with solutions designed for reach and scale, a brand seeking to move beyond trust, and an ecosystem managed to “create real outcomes” for clients.

The 1Q20 earnings releases of IBM and SAP offered the first glimpse into how COVID-19 is impacting IT vendors financially and into the strategies being used to respond. The two vendors are a positive litmus test for the rest of the IT industry, given their breadth of businesses and customer bases across geographies and vertical industries. From their performances and commentary, it is clear that 1Q20 was a tale of two halves. Before mid-February, business was progressing as normal, while after that point, customer priorities shifted and many deals stalled. In the latter half of the quarter, IBM’s and SAP’s priorities also shifted, including both vendors citing 95% of their workforces have been moved to working remotely. Revenue was slightly impacted during the quarter, but more significantly, the two vendors noted their reactions to the many facets of the virus.

Transactional businesses suffer the first negative impacts

Early results show the COVID-19 pandemic is having the most profound impact on transactional businesses. In broad terms, IT business models fall into two categories: transactional and annuity. Transactional businesses are those where an immediate one-time event results in revenue for the vendor and access to a product for the customer. For IT vendors, examples of transactional businesses are software licensing hardware sales and fixed-price services.

Both IBM (NYSE: IBM) and SAP (NYSE: SAP) cited the stalling of their software licensing businesses as the biggest weakness experienced during 1Q20. The quarter was progressing fairly normally until roughly mid-February, at which point customer priorities shifted dramatically and many sales engagements came to a halt. That behavior is understandable, as at first the uncertainty surrounding the virus caused customers to pause, and then attention shifted to direct COVID-19 responses, primarily the shift of most employees to working remotely. The impact during 1Q20 was amplified by the seasonal dynamics of the software license sales business, which relies on most deals closing just before quarter’s end. By the end of March, the impacts of COVID-19 were in full effect, as most customers dealt with huge disruption to normal operations.

There is both good and bad news for software licensing throughout the remainder of 2020. The bad news is that the first quarter is the lightest seasonal quarter for software licensing and hardware sales — both IBM and SAP expect to experience a bigger impact in the second quarter. The potential good news is that there is still a possibility some of the impacts caused by COVID-19 could fade before 2H20, when the majority of software licensing activity typically occurs. In this respect, the timing of reopening and resuming business as usual will have deep implications for any vendor with a transactional software business like that of SAP and IBM.

Annuity businesses are immune, at least for now

Annuity business recognize revenue from long-term contracts over time, which is an asset in the current environment. For IBM, SAP and Oracle (NYSE: ORCL), annuity businesses are primarily cloud subscriptions and software maintenance, and those businesses have so far remained resilient. Especially for these vendors, the resiliency of annuity businesses reinforces the benefit of shifting to a cloud subscription model, even though it was disruptive to the traditional software licensing model. There has been a marked shift to cloud for IBM, SAP and Oracle over the past 10 years, which increased the mix of their revenue from annuity businesses, of which IBM boasts more than 60%, Oracle 71% and SAP 70%.

For more insight on how COVID-19 is changing IT sales strategies, read Senior Strategy Consultant Geoff Woollacott’s blog COVID-19: Shifting customer loyalties and selling motions.

Coopetition is growing among vendors to outcompete leaders in the public cloud market, and customers have responded positively by integrating multivendor environments. TBR expects this coopetition will enable multiline vendors to attain notable growth, but likely not until roughly 3Q20, after the COVID-19 pandemic abates, as enterprises manage remote workforces rather than undergo vast integrations.

Amazon Web Services (AWS), Microsoft, Google and Alibaba will continue to lead the global public cloud market, with Google and Alibaba driving the most significant total public cloud revenue growth among large vendors due to their smaller revenue bases. While these rivals battle globally, TBR expects competition will be greatest in Europe.

Public cloud remains the largest and fastest growing segment of the cloud market. Changes in customer acceptance, data integrations and innovation have combined to sustain the rapid growth of public cloud adoption. TBR’s Public Cloud Benchmark details how hybrid deployments, new use cases for enterprise apps, and trends in emerging technology will make public cloud even more relevant in the future.

IT services revenue will retain its low single-digit growth trajectory through 1Q20 before it begins to decelerate due to COVID-19

IT services year-to-year trailing  12-month revenue growth, at 2.2% in USD, was up 30 basis points sequentially in 4Q19 and down 400 basis points against the year-ago compare. During 4Q19, benchmarked IT services vendors continued to invest to expand their portfolios and resources to enable business transformations through next-generation technologies that support enterprisewide transformation initiatives across front-, middle- and back-office functions. Lingering growth challenges in traditional IT service areas; competitive pressures in growing IT service areas such as digital, cloud and cybersecurity; and unfavorable market dynamics tied to rising macroeconomic uncertainties and pockets of tight spending slowed vendors’ revenue performance in 4Q19.

Average profitability for benchmarked vendors contracted 80 basis points year-to-year to 11.2% in 4Q19 as some vendors continued to find it hard to balance addressing revenue pressures with investing in portfolio expansion, talent development, organizational restructuring and service delivery improvement such as through automation, AI and platform-delivered services.

In the 3Q19 IT Services Vendor Benchmark, TBR predicted a correction in economic performance in 2020 that will stall digital transformations and slow growth for IT services vendors and consultancies. TBR’s expectation is that IT services revenues will continue to grow in 1Q20 following a flat trend over the past four quarters; however, we anticipate revenue growth will begin to decelerate in 2Q20 due to the COVID-19 pandemic, which spread more widely in February before accelerating its impact in March and April. As widespread business disruption occurs in Europe, the U.S. and Asia Pacific due to COVID-19, it will affect customer demand for IT services in 2020.

TBR’s IT Services Vendor Benchmark details and compares the initiatives of the largest global IT services vendors and tracks their revenue and performance. The report includes information on market leaders, vendor positioning, the IT services market outlook, key deals, acquisitions, alliances, new services and solutions, and personnel developments.