SMB Cloud InsightsTM

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1 2015 SMB Cloud InsightsTM ITALY

2 DEFINITIONS SMB Defined We define SMBs also known as small and medium enterprises (SMEs) as companies with one to 250 employees. There are around 3.7 million SMBs in Italy today. SMB categories include micro (1-9 employees), small (10-49 employees), and medium ( employees). Cloud Opportunities Cloud leapers: SMBs that are not currently using an in-house IT solution (no servers, web servers, or PBX systems) and are likely to move straight to the cloud, i.e., leaping over in-house IT solutions. Cloud converters: SMBs with in-house solutions but moving or planning to move to hosted services. For example, an SMB with in-house servers who is planning to switch to hosted servers when they next upgrade their infrastructure. Cloud Services Defined This research focuses on the cloud services that matter most to SMBs: IaaS, web presence and web applications, unified communications, and other general business applications. Infrastructure-as-a-service (IaaS): Cloud servers, dedicated servers, virtual private servers (VPS), fully managed hosting, as well as add-on applications and services for hosted infrastructure such as control panels, development platforms, LAMP stack, security, and server backup. Web presence and web applications: Third-party web hosting, domain registration, and web applications including web server backup, content delivery networks (CDN), content management systems (CMS), Ecommerce, site health monitoring, mobile optimization tools, search engine optimization (SEO), site-building tools, SSL, web server backup, and web server security. Unified communications: Business-class services including security, and archiving, along with mobility and hosted business voice services such as hosted PBX. Includes communication and collaboration applications such as web and phone conferencing, instant collaboration, and mobile device management (MDM). Business applications (also known as software-as-a-service or SaaS): The major types of software applications that can be accessed online such as file sharing, online accounting, online backup and storage, online customer relationship management (CRM), payroll and human resources (HR), support and help desk, and virtual desktop (VDI). c

3 The Overall Italy SMB Cloud Services Market 2.8B ($3.5B USD) 2015 Odin SMB Cloud Insights has entered its fifth year of research into the consumption of cloud services by small and medium businesses (SMBs). Globally and locally, we are finding that SMBs from a variety of sectors are moving their business functions into the cloud. Tools and solutions previously reserved for enterprise-level organizations are being implemented in smaller firms as developers create services specifically for the SMB market. Our research is intended to help cloud service providers take advantage of the trends outlined in this report in order to meet the evolving needs of their SMB customers marks the first year Odin research is examining the cloud services space in Italy. Odin sizes the 2015 overall Italian SMB cloud market at 2.8B ($3.5B USD). Infrastructure-as-a-service (IaaS) is the largest category of the market valued at 1.1B ($1.3B USD). Web presence adds 595M ($750M USD), unified communications makes up 430M ($542M USD), and business applications (often called software-as-a- service or SaaS), accounts for 682M ($858M USD) of the Italian cloud services market. This report analyzes each of these categories, examines the trends of how SMBs are using these services, and details how service providers can leverage this information. 1

4 INFRASTRUCTURE-AS-A-SERVICE (IaaS) IaaS Accounts for 38% of the Cloud Services Market in % 21% 25% IaaS Web presence 16% Unified communications 430M ($542M USD) Business applications 1.1B ($1.3B USD) 595M ($750M USD) 2.8B ($3.5B USD) 682M ($858M USD) The Italian IaaS market was 1.1B ($1.3B USD) in Across markets with similar Internet penetration levels, IaaS has shown steady, single-digit growth over the past few years. However, this year we re seeing some factors which are expected to create future growth in this market. One trend is that SMBs have entered the cloud server space. Currently, cloud servers comprise 19% of the Italian IaaS market at 202M ($256M USD), and SMBs indicate that they are interested in moving to more cloud servers in the coming years. Additionally, use of fully managed servers is increasing among SMBs. Server Usage 60% 50% 40% 30% 20% 10% 0 Micro Small Medium % of firms with in-house servers % of firms with hosted servers 2

5 SMB usage of hosted servers is popular in Italy, but varies across firm size. Micro businesses are proportionally the lowest consumers of hosted servers and prefer in-house servers. In contrast, small firms use more hosted servers than in-house servers. As a firm s size grows past 100 employees, both in-house and hosted servers are frequently represented. Many firms still rely on in-house servers due to the barriers to hosted infrastructure, which we will explore in greater detail below. Concerns About Hosted Servers 41% 40% Price Security / privacy 13% 9% 9% 8% Needs to be in-house Bandwidth Unsupported Not apps recommended by IT Top Workloads for Hosted Infrastructure % Web server 40% Database applications 37% Accounting / financials 3

6 SMBs Are Willing to Pay More for High Availability and Unlimited Storage High availability Unlimited storage Would pay up to 5/month more 61% 67% 39% 45% Would pay up to 10/month more Top Hosted Server Add-Ons 2015 Security Server Backup Control Panel 2018 Server Backup Security Control Panel Moving from servers to server add-ons, our research shows that 80% of Italian SMBs purchase at least one add-on for their hosted servers. The most popular add-ons are security and anti-virus, server backup, and control panels. Looking forward, we expect these add-ons to remain popular, and we see growing demand across virtually all add-ons. SMB Usage of Managed Servers 56% of SMBs with self- managed servers want to upgrade to fully managed within three years 42% of SMBs with hosted servers reported using fully managed servers 30% of SMBs without hosted servers are considering migrating to fully managed servers within three years SMBs are starting to rely more heavily on fully managed servers to run their businesses. 58% of SMBs with hosted servers manage their servers in-house with their own IT personnel, and 56% of these businesses are considering migrating to fully managed servers within the next three years. Managed services offer an opportunity for service providers to increase revenue while enabling SMBs to focus on their own business. 4

7 IaaS Opportunity through % 59% 31% Cloud leapers (New adoption) Cloud converters (Switch from in-house) Cloud expanders (Increase spending) 17% CAGR 1.1B ($1.3B USD) 1.7B ($2.2B USD) IaaS comprises the largest share of the Italian SMB cloud service market and will continue to do so in the coming years. By 2018, the IaaS market will grow to 1.7B ($2.2B USD) at a CAGR of 17%. Service providers in this sector will be best positioned by offering managed and high-touch services to SMBs. Additionally, addressing the unique migration challenges SMBs face while moving from inhouse to hosted servers will allow service providers to take advantage of the significant growth coming from cloud converters. 5

8 WEB PRESENCE Web Presence Accounts for 21% of the Cloud Services Market in % 21% 25% IaaS Web presence 16% Unified communications 430M ($542M USD) Business applications 1.1B ($1.3B USD) 595M ($750M USD) 2.8B ($3.5B USD) 682M ($858M USD) The Italian Web Presence market has an estimated value of 595M ($750M USD). Italy is still a maturing market, and only 42% of SMBs have websites. Among SMBs with a website, 79% are hosted by a third-party. The market will see growth as more SMBs come online with hosted websites. Managed options are also growing in popularity, along with website add-ons such as e-commerce capabilities and search engine optimization. Website Fundamentals The SMB s path to successful web presence, from website design to regular management, presents a significant opportunity for service providers. Website design is split relatively evenly between in-house development and third-party designers. Once an SMB s website is developed, it is roughly four times as likely to use a third-party hoster or service provider to host its website compared to doing it themselves. From the service provider s perspective, shared hosting is highly a competitive and commoditized industry, meaning that higher margins will come from offering high-touch solutions and appropriate add-ons to SMBs. While 68% of SMBs websites are managed in-house, 47% are considering moving to a third-party managed website within three years. By integrating website design, hosting, application add-ons, and management into a single service for SMBs, service providers can offer SMBs a strong value proposition while building a stickier revenue stream. 6

9 Website Design 58% 42% Third-party web designer In-house Third-party hosted 79% 21% Self hosted Website Hosting Top Website Applications Website Management 1 3 SEO 2 Backup 4 68% Security E-commerce In-house 20% 6% 6% Web designer agency Web hoster Family / friend Website Add-On Purchase Location 50% 22% 18% Other thirdparty 10% Purchased from web hoster at time of website purchase Purchased from web hoster after purchasing website Purchased directly from application developer 47% of SMBs are considering moving to a fully managed website 7

10 Top Social Media Use in % 25% 20% Facebook LinkedIn Local Directories Web Presence Opportunity through 2018: 77% of SMBs with self-hosted websites are considering converting to third-party web hosting Web Presence 24% CAGR 595M ($750M USD) 1.1B ($1.4B USD) 487M 706M With a projected 24% CAGR, web presence will have one of the fastest growth rates among all categories within the Italian SMB cloud services market. Despite the competitive marketplace in basic web hosting, service providers who can offer SMBs a comprehensive solution including website design, hosting, applications, and management will find success. Opportunities lie in SMBs looking to upgrade and improve their websites and SMBs who host their websites in-house. 8

11 UNIFIED COMMUNICATIONS Unified Communications Accounts for 16% of the Cloud Services Market in % Unified communications 430M ($542M USD) 38% 21% 25% IaaS Web presence Business applications 1.1B ($1.3B USD) 595M ($750M USD) 2.8B ($3.5B USD) 682M ($858M USD) Unified communications hosted business voice services (PBX), hosted , and communication applications contribute significantly to the success of Italian SMBs. At an estimated market value of 430M ($542M USD), it is clear that many SMBs are willing to pay for premium communication tools. Communication Devices Used by Italian SMBs 61% 61% 37% 19% 16% Smartphone Landline Tablet IP phone Softphone 9

12 Top Barriers to Hosted PBX Adoption 33% 23% 17% 16% Price Unaware of PBX Security Technical What Are the Major Purchase Triggers for Hosted PBX?* 17% 25% 28% 34% New office locations Major change to business Business growth Good price point Price and supporting a growing business are the most important variables for Italian SMBs deciding to purchase hosted PBX. Service providers looking to sell hosted PBX in this market should make sure that SMBs understand the value proposition of hosted PBX. For example, below we can see that SMBs that currently use hosted PBX report increases in productivity and customer satisfaction. SMB Sentiment About Features of Business Voice Services 40% 30% 20% 10% 0 Instant message Mobile devices Auto attendant Auto call distribution Increases customer satisfaction Increases productivity Both *Some SMBs have multiple purchase triggers for hosted PBX 10

13 HOSTED Where is Your Hosted? Business Location 34% 25% 10% 31% Hosted by a service provider Free service In-house server Do not use Advantages of paid Business Over a Free Service 70% 55% 41% Security Archiving Calendar Alerts Top Purchase Triggers: Business Location Top Purchase Triggers for Premium Hosted 1 Good price point 2 3 Increased need for security Need professional look and feel Note: some SMBs have multiple purchase triggers for paid business 11

14 Almost 75% of Italian SMBs use for their business but only 39% use professionally hosted . Security is the highest priority for SMBs who use paid hosted , as well as for those SMBs considering a switch. This means that service providers should focus their marketing messages around security benefits. Unified Communications Opportunity Through % 27% 9% 30% 30% 55% Mobile device management Web conferencing Instant collaboration % 77% 42% 73% Hosted PBX Hosted Cloud leapers (New adoption) Cloud converters (Switch from in-house) 12

15 Unified Communications 20% CAGR 430M ($542M USD) 747M ($941M USD) The unified communications market is projected to grow to 747M ($941M USD) by 2018 at a CAGR of 20%. Hosted business voice services and will each maintain steady growth into 2018, but there will be dramatic growth in the communication applications market it will double in size over this time period. Service providers can tap into all elements of this growth by educating SMBs on the value of hosted communication tools and by providing competitively priced and secure communication services. 13

16 BUSINESS APPLICATIONS Business Applications Account for 25% of the Cloud Services Market in % Unified communications 430M ($542M USD) 38% 21% 25% IaaS Web presence Business applications 1.1B ($1.3B USD) 595M ($750M USD) 2.8B ($3.5B USD) 682M ($858M USD) The Italian business applications market reached an estimated 682M ($858M USD) in SMBs report significant current use of file sharing and online backup applications and will continue to do so in the coming years. Other applications, such as VDI and CRM, currently have low usage rates but are poised to see strong adoption within the next three years. Current and Projected Usage of Top Business Applications 32% 57% 21% 46% 10% 31% 13% 31% 15% 30% 10% 27% 5% 20% File sharing Online backup Support / help desk Online accounting Payroll and HR VDI Online CRM

17 42% 32% 26% Purchased after free trial expired Purchased without a free trial Purchased to access more features Business Application Opportunity in % Average new use 14% Average increase in spending Business Applications 25% CAGR 682M ($858M USD) 1.3B ($1.7B USD) The Italian business applications market will see impressive growth over the next three years. By 2018, the market will almost double its present size and reach 1.3B ($1.7B USD). Service providers that want to take maximum advantage of this growth should offer specialized bundles of applications and free trials. 15

18 BUYING CLOUD SERVICES Number of Service Providers 70% 60% 50% 40% 30% 20% 10% 0% Number of Service Providers Micro Small Medium The vast majority of SMBs choose to use only one or possibly two service providers, which stresses the importance of capturing an SMB s business at the initial transaction. 16

19 To Bundle or Not to Bundle? of SMBs prefer to purchase their cloud services in a bundle 68% 32% of SMBs prefer to purchase their cloud services separately Discounts on services is the highest rated reason to purchase cloud services in bundles Only paying for services used is the highest rated reason to purchase cloud services separately This also points to the value of bundling additional services with the core offering. For the SMB deciding between bundled and separately purchased cloud services, stretching the value of each euro is the highest priority. Bundles allow SMBs to take advantage of discounts and save money. Yet, purchasing services separately allows SMBs to avoid paying for services they don t need and won t use. Service providers should maintain a portfolio of quality, best-of-breed brands and maintain cost transparency with their customers. How do SMBs Contact Their Service Providers? 68% 54% of of SMBs use to communicate with their service provider SMBs use their phone to communicate with their service provider 17

20 Total Market Opportunity 21% CAGR 2.8B ($3.5B USD) 4.9B ($6.2B USD) and 2018 Italian Cloud Market Estimations 17% CAGR 24% CAGR 20% CAGR 25% CAGR 1,065M 1,709M 595M 1,137M 430M 747M 682M 1,317M IaaS Web presence Unified communications Business applications As SMBs find it advantageous to move business functions into the cloud, the Italian SMB cloud service market is poised for strong growth over the next three years. Growing at an overall 21% CAGR, Odin estimates the total market will reach 4.9B ($6.2B USD) by Each category of services offers many profitable avenues, and the imperative is on service providers to keep up with the complex and evolving demands of their SMB customers. 18

21 Learn More Please contact with any further questions. Odin is committed to helping our partners understand the best opportunities in the SMB cloud market. This report covers only a portion of the extensive data included in Odin SMB Cloud Insights research. About Odin Odin provides the software that powers the cloud ecosystem, from small and local hosters to some of the world s largest telecommunication companies. By partnering with Odin, service providers gain access to industry expertise, a catalog of the most in-demand cloud applications, and the most comprehensive selection of software including web server management, server virtualization, provisioning, and billing automation. With offices in 15 countries, Odin supports more than 10,000 service providers in delivering applications and cloud services to more than 10 million SMBs. For more information, visit follow us on Twitter, or like us on Facebook Parallels IP Holdings GmbH. All rights reserved. Odin and the Odin logo are registered trademarks of Parallels IP Holdings GmbH. No part of this publication may be reproduced, photocopied, stored on a retrieval system, or transmitted without the express written consent of Parallels. 19

22 GLOBAL HEADQUARTERS 500 SW 39th Street Suite 200 Renton, WA USA main: EMEA Willy-Brandt-Platz Munich Germany main: APAC 3 Anson Road, #36-01 Springleaf Tower Singapore main: For more office locations: odin.com/contact

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