11
Kainos Annual report 2023
How we operate
Digital Services
We win new public sector and
healthcare projects primarily because
of our successful track record and is
facilitated by our position on major
frameworks
(9)
, for example, the Digital
Outcomes and Specialisms (DOS)
framework. We are the most successful
supplier on DOS, having delivered 37%
more services than the number two
supplier, as measured over the last
three years
(10)
.
In the commercial sector, we benefit
from our practitioner-led sales teams,
who have a deep understanding of what
we can deliver for customers. As a result
of our expertise, we are relied on by
partners such as Amazon Web Services
(AWS) and Microsoft to help solve
complex client challenges.
Having secured a project, we focus
on service design and then build, test
and implement the solution. This is
often done at pace, where timescales
can be short, often ranging from six to
nine months. Major transformational
projects have multiple stages, with core
functionality rolled out first, then further
stages to build on that functionality or
to add follow-on services. Projects can
therefore generate revenue quickly and
over many years.
Once we secure an initial piece of work
for a customer, we tend to generate
high levels of repeat business across
multiple parts of their organisation as
we earn their trust by demonstrating
our ability to solve their problems.
Workday Services
Workday always contracts directly
with its end customer following a sales
campaign. During that sales campaign,
Workday will typically recommend a
shortlist of possible consulting partners
to the client who will then undertake
the project directly with the customer.
Globally, there are 49 Workday
implementation partners.
We are usually recommended because
of our international presence, or
because of our deep knowledge in
Workday modules such as HCM,
Financials, Planning or Extend.
In addition to acquiring new Workday
customers, we may also secure work
from existing Workday customers,
who want to switch from their current
partner when implementing the next
phase of their system.
Workday is comprised of an extensive
range of modules, providing different
functionality. Most customers begin
with the Financial, the Planning or the
HCM (HR) modules, then add further
modules over time. Winning a customer
therefore often generates a multi-year
revenue stream.
Workday Products
We gain our product customers through
a combination of outbound marketing
activities, in-person events and referrals
from existing Workday Services and
Workday Products customers. Typically,
a customer will take multiple products
over time and because our customer
satisfaction remains very high, our Net
Revenue Retention (NRR) is over 100%.
Our Workday Products contracts are
always direct with the end customer,
which allows us to control commercial
arrangements, understand the quality
of our customer service and it also helps
inform our future product roadmap.
Our commercial model
In both Digital Services and Workday
Services, we primarily charge clients
on a time and materials basis for
consultancy services. Fees are typically
charged monthly for work completed.
Within our Workday Products division
our revenue is derived from charging
for our own proprietary software. These
revenue streams relate primarily to our
existing cloud-based SaaS solutions,
Smart Test (automated testing), Smart
Audit (compliance monitoring) and
Smart Shield (data masking), although
we anticipate there will be additional
products of this type in the future.
All products have contracts that are
typically three years in duration, with
a subscription fee charged annually in
advance.
Our sources of competitive
advantage
Our people
Our people are the key to our success.
We hire the very best experienced
talent and bring in young people with
potential from school or university.
By investing in their learning and
development and providing interesting
and challenging work on projects that
are often of national importance, we
help them to excel. We have a very
low attrition rate, which means many
people choose to stay and develop their
careers at Kainos.
Our reputation
We have a strong reputation in our
markets, based on a long track record
of successful delivery for our customers.
This reputation is critical for winning
new work and for attracting the talent
we need to grow. This is demonstrated
in Digital Services, as noted earlier, by
being the most successful supplier on
the government DOS framework. In our
Workday Services division, we are the
For more information on the performance
of our three divisions pages 18 to 20
(9) During FY23, we were active on 10 frameworks,
including Digital Outcomes and Specialists,
G-Cloud and Technology Services.
(10) Cumulative spend on DOS Lot 1 (Outcomes),
FY21-FY23. 1. Kainos – £264.6m, 2. Capgemini –
£192.5m, 3. Deloitte – £132.9m, 4. BJSS – £130.3m,
5. Cognizant - £100.3m.