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Why NAV Is Failing to Dominate the SME Market

3 February 2016
Written by
In August last year we spoke about the main differences between Dynamics AX and NAV. We explained that one of the key differences is the audiences both technologies are aimed at – AX at large, multinational organisations and NAV at small and medium-sized businesses. In this article, we reveal three reasons why Dynamics NAV is failing to completely dominate the SME market. You can tell us whether you agree.
  1. Competitors
Dynamics NAV enables small business to do all of their accounting and finance in one place. In a recent blog, we suggested that NAV is being positioned as Microsoft’s posterchild, with market-leading financial management capabilities and a roadmap busy enough to keep this journalist writing for at least the next 2 years. NAV SME Despite this, there are plenty of sharks out there ready to take business from NAV directly, on all fronts. Even the Dynamics team’s staff aren’t safe, with well-known and high-up executives like Microsoft’s Kirill Tatarinov leaving and moving to Citrix to be their President and CEO, effective of January 25th 2016. Other companies like Salesforce are hungry for Microsoft’s NAV business. In recent months, even CRM bigshot Salesforce has been forcing their way into the ERP game with their creation of Force, a new business processes automation tool. They have also acquired Steelbrick which will help them deliver general business solutions and enterprise resource planning. Dasheroo’s decision to go with Salesforce show that competitors are always ready to steal marketshare from Microsoft when it comes to the SME market.
  1. Master of None
One thing that the NAV team can do to overcome this problem is add on extra features that make it a more comprehensive, integrated platform. Indeed, we’ve revealed that NAV is fully W10 compatible. If you’re looking for a comprehensive list of new features in NAV 2016, Waldo’s here for you. While continuous expansion of NAV could be seen as a positive step in futureproofing, it could also be an indicator that the Dynamics team has lost its way a little bit. What’s the point of having both AX and NAV when NAV can do everything? Ultimately Microsoft needs to ensure that its ERP technologies are distinct enough to command distinct audiences, and to ensure that NAV and AX are fully realised versions of what they are trying to aim. If NAV tries to do everything, it will surely alienate the SME audience as it aims for larger organisations.
  1. Basic Knowledge
For SMEs to really understand the benefits of an ERP system aimed at small businesses, they need to first of all understand the value of an ERP solution. Microsoft, members of the Dynamics team, VARS and other partners all have a responsibility, therefore, to ensure that Microsoft is communicating to small and medium sized business the value of their service. If they don’t, their competitors will get there first and NAV will lose out. So, there you go. Three reasons why Microsoft isn’t dominating the SME market. Perhaps you might just be the Dynamics NAV professional to tip the scales in Microsoft’s favour. If you’re a NAV expert looking for a new role, visit our Dynamics NAV job search page at Conspicuous. You can also get in touch with our specialist consultants in the UK and the US on +44(0)1483 233 000 and +1 646 878 6426 respectively, or email us on

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