Affiliate programs of the Russian vendors of an EDMS/ECM products. Research of TAdviser

The maturity of the Russian IT market is rather high, many companies old residents in it already celebrated 20-and even 25-year anniversaries of activity. Naturally, and experience of building of partner relationship at market participants was accumulated considerable – practice of the projects implemented for many years, and observation of activity of competitors, and presence of the western vendors of software whose affiliate programs have several times more long stories also worked for it.

TAdviser prepared the overview and the rating of affiliate programs of the Russian vendors EDMS/ ESM-products

Affiliate programs in the IT market not often become a subject of researches though, their studying and comparison can be of interest to all market participants – developers/software suppliers, integrators and customers. And if vendors and integrators are, as a rule, not bad informed about each other, then the final customer when implementing the project risks to face restrictions which will be caused not by qualification of integrator at all, namely conditions of partnership between integrator and vendor.

The analytical center TAdviser decided to fill the existing space in analytics of the Russian IT market and prepared the overview and the rating of affiliate programs of vendors of EDMS / ESM-produktov.

Technique of rating assessment

1. All evaluation criteria (all them there were more than 30) were separated into 8 groups. Individual marks by criteria in each group were put down, generally on a traditional scale from 0 to 5 (0 – in the absence of the answer or information for exposure of assessment); for some the most important, according to researchers, criteria the range of assessment was expanded – from 0 to 10.

2. A total score within each group of criteria was normalized on module 100 – the normalized assessment represents percent which the gained score in relation to the greatest possible score within group is. For example, if the group included 6 evaluation criteria with a range of 1.5 (the greatest possible amount – 30), and the gathered amount of estimates by criteria was 20, then the normalized assessment on group equaled 67. Normalization of estimates within groups of criteria did not allow to compensate a shortage of points in any by one of groups at the expense of points of other group. The greatest possible normalized assessment in each group of criteria equaled 100.

3. For each group of criteria the weighting coefficient defining influence of assessment within group on the overall rating assessment was set. Weighting coefficients were selected empirically, and according to developers of a technique, corresponded to a deposit of each group of criteria to a final result of relationship of vendor and the partner (on a chain "marketing – sales – projects – support"). Values of weighting coefficients were in the range from 0.05 up to 0.2; the amount of weighting coefficients of all groups equaled 1. When forming final rating assessment the score gained and normalized within group of criteria was multiplied by a weighting coefficient of group.

Thus, the greatest possible rating assessment equaled 100. It should be noted that the maximum amount of points in rating was not gathered by any of the companies though, several participants received the estimates very close to maximum.

Groups of evaluation criteria

Results of assessment

At distribution of the companies vendors by final groups of rating researchers of TAdviser made the decision that the Leaders group will include the companies having rating assessment it is higher than a half from greatest possible (i.e., the gathered not less than 50 points of 100); other companies automatically got into the Persecutors group.

The Leaders group was made by the following companies (the list is made in alphabetical order):

• 1C (in the affiliate program existing since 1991, more than 7400 partners),
• Directum (in the affiliate program existing since 2005, 90 partners),
• Docsvision (in the affiliate program existing since 2005, 117 partners),
• ELMA (in the affiliate program existing since 2008, more than 100 partners),
• LANIT (in the affiliate program existing since 2017, more than 30 partners),
• Business Logic (in the affiliate program existing since 2008, 36 partners),
• EOS Group (in the affiliate program existing since 1995, more than 300 partners).

The Persecutors group included 3 companies (the list – also in alphabetical order):

• Haulmont (in the affiliate program existing since 2009, more than 40 partners),
• InterTrust (in the affiliate program existing since 2000, 23 partners),
• Syntellect (in the affiliate program existing since 2015, 24 partners).

According to the gained points of TAdviser announced several additional nominations to note the most noticeable examples of the best practices used in affiliate programs.

These nominations were result of complex studying of all information provided by participants of the overview during the poll and also the considerable volume of the companies vendors of the materials relating to their affiliate programs published on the websites.

The additional nominations of rating and the companies included in them are listed below:

• The biggest file of partner projects: 1C
• The best organization of partner conferences: EOS Group
• The best methodology of project implementation of implementation: Directum
• The best model of support of new partners: Docsvision and LANIT
• The best representation of partners ("partner's portrait"): Docsvision
• The most dynamically developing partner network: LANIT

Initial data for assessment of affiliate programs

The complete version of a research of TAdviser "Affiliate programs of the Russian vendors EDMS/ ECM- products" includes the following chapters:

• Introduction
• Idea of a research
• Partnership: market of vendors or market of integrators?
• Research purposes
• Description of a technique of a research
• Area and objects of a research
• Point of view of a research
• Sources of information and the accepted restrictions
• Results of a research: observations, outputs, recommendations
• Economy of partner relationship in the market of software (short course)
• Basic components of affiliate programs
• The best practices
• Risks of partnership
• Problems and risks for vendors
• Risks for the partner companies
• Universal risks
• Rating of affiliate programs
• Description of a technique of rating
• Results of assessment

The complete version of a research can be received, having filled out the questionnaire according to the link.

You watch also (Affiliate programs)