ServiceNow, one of the world's fastest-growing SaaS companies, has launched an app store and developer program that promote an ecosystem of service management applications for IT, HR, field management, facilities and more. The moves somewhat resemble how Salesforce ultimately extended beyond cloud CRM into a platform provider for cloud ISVs.

ServiceNow's new CreateNow Developer Program is "devoted to the recruitment, education and growth of customer and partner developers who are creating their own enterprise applications and integrations on ServiceNow." At the same time, the new ServiceNow Store promotes both free and paid applications from third-party ISVs. So far, about 80 applications are available in the system.

The new online store and developer program emerged at Knowledge15, ServiceNow's annual customer and partner conference -- which attracted 9,000 attendees this year.

The (Much) Bigger Picture

Over the past few years, ServiceNow has emerged as a popular platform for businesses seeking simplified, cloud-based applications for IT operations management, IT business management, IT service management and more.

ServiceNow's revenues hit $212 million in Q1 2015, up 52 percent from the corresponding quarter last year. For the full year, ServiceNow expects revenues of about $970 million to $1 billion -- up 42 percent to 47 percent from 2014, the company said earlier this month.

ServiceNow's recent moves in the service management market parallel Salesforce's earlier transformative moves in the cloud CRM market. Instead of betting the house entirely on CRM, CEO Marc Benioff diversified Salesforce's business with the Salesforce AppExchange app store while also launching developer tools for partners.

Fast forward to the present, and ServiceNow is applying a similar model to cloud-based IT services management -- and service management beyond IT.

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