Parallels SMB Cloud Insights TM. Singapore

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1 2014 Parallels SMB Cloud Insights TM Singapore

2 DEFINITIONS Cloud Services Categories This research is focused on the cloud services that matter most to SMBs: IaaS, web presence and web applications, unified communications, and a general category we refer to as business applications. Infrastructure-as-a-service (IaaS): Dedicated servers, virtual private servers (VPS), managed hosting, as well as add-on applications and services for hosted infrastructure, such as control panels, development platforms, LAMP stack, security, server backup, and database add-ons. Includes cloud servers as of 2014, due to their increasing use among SMBs. Web Presence and Web Applications: Third-party web hosting, domain registration, SSL and ecommerce add-ons, site-building tools, high-opportunity web applications web server backup, content delivery networks (CDN), content management, mobile optimization tools, search engine optimization (SEO), and web server security and health monitoring. The Overall Singapore SMB Cloud Services Market $416M 2014 Unified Communications: Business-class services, including security, archiving, along with mobility and hosted phone services, including hosted PBX. As of 2014, includes communication and collaboration applications, such as web and phone conferencing, instant collaboration, and mobile device management (MDM). Business Applications: The major types of software applications that can be accessed online file sharing, online accounting, online backup and storage, online CRM, payroll and HR, support and help desk, and virtual desktop (VDI). SMB Definition and Segmentation We define SMBs also known as small and medium enterprises (SMEs) - as companies with 1 to 250 employees. There are around 130,000 such SMB establishments in Singapore today. SMB segments include: micro (1-9 employees), small (10-49 employees) and medium ( employees). Cloud Opportunity Type Cloud leapers: This category consists of SMBs that currently are not using an in-house IT solution (no servers, no web server, or no PBX system) and are likely to move straight to the cloud, leaping over the intermediate in-house IT solutions. Cloud converters: These SMBs currently have in-house solutions but are either moving or planning to move to hosted services. For example, many SMBs that currently have in-house servers may switch to hosted servers when it comes time to upgrade their infrastructure. Parallels SMB Cloud Insights has entered its fourth consecutive year of research into the consumption of cloud services by small and medium businesses (SMBs). In 2014, Parallels updated its research by redefining some of the categories examined. Infrastructure-as-aservice (IaaS) now includes the use of cloud servers by SMBs, which wasn t previously measured due to cloud servers being an enterprise level solution. But SMBs are also beginning to take advantage of them as a scalable and flexible solution. Unified Communications, previously called Communication and Collaboration, is now an aggregate category which includes Hosted , Hosted PBX, and collaboration applications. As an addition to the existing research for the Asia-Pacific region, Parallels interviewed SMBs in Singapore to learn about their consumption of each category of cloud services. The Singapore SMB cloud market as a whole is estimated to sit at ($416M USD) as of mid Infrastructure-as-a-service is the largest part of the overall market by a considerable amount, at S$195M ($156M USD). Web Presence adds S$57M ($45M USD), and Unified Communications makes up S$126M ($113M USD). Business Applications accounts for the remaining S$142M ($101M USD), which is the second largest share of the market. Cloud expanders: These SMBs, who are already using some form of cloud services, represent an opportunity for upselling to new and expanded cloud offerings. For example, an SMB who is using web hosting would be acting as a cloud expander when they purchase mobile optimization to complement their website. 1

3 INFRASTRUCTURE-AS-A-SERVICE (IaaS) IaaS Market ($416M) Overall market S$195M ($156M) IaaS is 38% of Singapores Cloud Services Market Hosted Servers Are Heavily Used as Webservers % 45% Web Server Database Applications 33% Project Management In developed countries, Infrastructure-as-a-service has grown at low but steady rates over the past few years. However, this year we re seeing some factors which are likely to create more growth in this market. One trend is that SMBs have entered the cloud server space. As of 2014, cloud servers comprise 19% of the Singapore IaaS market at S$37M ($29.5M USD). Additionally, use of fully managed servers is on the rise among SMBs. Managed services and popular add-ons can sustain growth for this market over the coming years, as we will explore in this section. SMBs are Willing to Pay More for High Availability or Unlimited Storage 67% 59% High Availabity Unlimited Storage Concerns About Hosted Servers Aross APAC 67% of SMBs would pay $5/month more for high availability 59% of SMBs would pay $10/month more for unlimited storage 70% 60% 50% 40% 30% 20% 10% 0% Price Security/ Privacy In-house Apps Unsupported Apps Bandwidth Singapore Australia Japan Not Recommended by IT $5 $10 Top Hosted Server Add Ons Server Backup Security SMBs said they were interested in buying more add-on services with their hosted servers, particularly server backup and security. Looking forward, we see higher demand of all add-ons. In the long run, we expect add-on use to continue to add growth to the IaaS market. 2 3

4 WEB PRESENCE SMB Usage of Managed Servers Over 40% of Singapore SMBs say their servers are fully managed. The market for managed services is thriving with a substantial level of demand, among those who self-manage their hosted servers and those who don t yet have hosted servers. Managed server solutions can increase both business efficiency and service provider revenue. 40% SMBs with selfmanaged servers who want to upgrade to fully managed 40%+ SMBs with hosted servers reported using fully-managed servers 47% SMBs without hosted servers who would consider going fully managed IaaS Opportunity Through % of SMBs without servers are planning to leap to IaaS 24% 3 Year CAGR Web Presence Is 11% of Total Market in % ($416M) As of mid-2014, the Singapore Web Presence market is estimated to be S$57M ($45M USD). This is a seemingly much smaller Web Presence market size when compared to those of other mature APAC countries like Australia and Japan, but mainly is due to the small number of SMBs within the country. Singapore SMBs are using websites in similarly high proportions to mature APAC countries: over 70% of SMBs in Singapore have a website, and of those over 80% are hosted by a third party. This market is healthy, however there is still room for growth, as we will discuss in this section. Of SMBs in Singapore have a website and of those over 80% are hosted by a third party S$57M ($45M) Highest In-Demand Web Applications 60% Cloud Leapers New Adoption 51% Cloud Converters Switch From In-House IaaS is already the largest part of the Singapore cloud market, but is expected to keep pushing forward and reach S$372M ($298M USD) by 2017, growing 24% year over year. Where will this growth occur? 60% of SMBs without servers plan to leap to the cloud for their first solutions. 51% of SMBs putting resources into in-house servers said they would like to switch to hosted servers, and 44% of current IaaS users want to spend more. Each of these consumer types offers a growth opportunity. 44% Cloud Expanders Increase Spending S$372M ($298M) % 66% SEO 21% 53% Security 15% 44% SSL 4 5

5 WEB PRESENCE Top Forms of Social Media Use in % Facebook 36% Local Directories 22% 17% LinkedIn SMBs Are Starting to Use Third Parties to Design and Manage Their Websites 51% 45% Web Designer Twitter In-house Of the SMBs who have a website, 75% are using a web application of some kind. Nearly half of SMBs purchase their web applications from their hoster, bundled in at the time of the initial website purchase. Only 20% return to buy them from their hoster after the fact, and even fewer buy them through other channels. This trend is common across many markets, and should be observed service providers can take advantage of the timing by offering SMBs web applications at the time of the website purchase. Mobile-Optimized Websites are Growing in Popularity and Many SMBs Still Need One 35% No Optimization Needed 27% Mobile Optimized 29% PC Only Optimzed Designed By 33% 39% Web Hoster or Web Designer Managed By In-house, would switch to 3rd party Remaining 9% were unsure Web Presence Opportunity in % 3 Year CAGR 6 SMBs are taking advantage of third parties for website design. About half of the SMBs interviewed in Singapore said they had their website designed by a web designer. SMBs are also using third parties to manage their websites. 33% of the SMBs who have websites hosted by a third party are also having them managed by their web hoster or a web designer. This figure is expected to grow, as 39% of businesses who manage their websites in house indicated that they would like to move to third-party managed websites by For web hosters, this means they can increase revenue from higher-touch managed services, rather than competing in the saturated market of commodity hosting. Managed web hosting will be a key area for growth in Web Presence in the coming years. 48% Of SMBs buy web apps bundles with website purchase 69% Cloud Leapers New Adoption 70% Cloud Converters Switch from In-House The Singapore SMB Web Presence market is expected to continue growing at 23% year over year to S$106M ($85M USD) in There is strong potential among cloud leapers and converters; about 70% of the SMBs without websites or with self-hosted websites want to move to third-party hosting, allowing them to focus their time and resources on business-related endeavors. Additionally, 22% of businesses who have third-party hosted websites are looking to invest more, maybe through web applications or managed hosting. 22% Cloud Expanders Increase Spending S$106M ($85M) 7

6 UNIFIED COMMUNICATIONS (UC) Unified Communications Accounts for 24% of Total Market What Features Are Most Useful to SMBs in Hosted PBX Systems? ($416M) S$126M ($101M) Typically, the Unified Communications (UC) market is the smallest segment of the SMB cloud market in most countries. Singapore does not follow this trend. While also seemingly small, as a result of the low number of Singapore SMBs, at S$126M ($101M USD), UC is a bigger portion of the overall Singapore cloud market than it is in other developed countries. Singapore has a slightly larger ratio of mediumsized businesses within their SMB population, and medium-sized businesses spend a great deal more on hosted and hosted PBX because of their higher seat count. The penetration of these services is comparable, if not a little higher in Singapore than in Australia. Top Purchase Triggers: What Would Cause SMBs to Switch from Free to Paid Business 50% Increased Security 37% Good Price Point 39% Professional Look & Feel Barriers to Hosted PBX Adoption across APAC 60% 50% 40% 30% 20% 10% 0 Price Technical Single Mailbox Security Singapore Australia Japan Mobile Phone Integration Unaware of PBX What Features Caused SMBs to Choose Paid Business Over a Free Provider? Calendar Alerts Shared Calendar Archiving Outlook Integration Security Price, technical and security concerns are primary barriers to conversion from in-house to hosted PBX systems. SMBs who have in-house phone systems, however, would consider moving to hosted PBX under a few circumstances. A third of SMBs would consider hosted PBX if they liked the price, or when their in-house system equipment becomes old or breaks. Other motivators involve strong business growth or relocation. Making sure SMBs are aware of hosted PBX and the benefits it offers over in-house systems, as well as offering low costs options, can capture more of the cloud converter and cloud leaper markets. 8 9

7 BUSINESS APPLICATIONS What Are Major Purchase Triggers for Hosted PBX? 33% New Office Locations 33% Business Growth Use of Collaboration Apps Varies 33% Existing PBX Unreliable 35% Good Price Point Business Apps Make up 27% of the Overall Market ($416M) 85% of SMBs use at least one online app S$142M ($113M) 37% 12% 9% Instant Collaboration Web and Phone Conference Mobile Device Management The Singapore Business Applications market is S$142M ($113M USD), the second largest portion of the entire cloud services market. The overall usage of online applications in Singapore outshines that of other mature APAC markets, at 85% compared to 79% in Australia. The top-used applications in 2014 include file sharing, online backup and storage, payroll and HR. Top App Consumption Slightly Varies by SMB Size Unified Communications Through % 41% 56% 34% 32% 19% 33% 8% 37% 34% 9% 8% 29% 3 Year CAGR 1-49 employees employees File Sharing Payroll and HR Online Backup/Storage 10 Cloud Expanders Hosted Cloud Converters Cloud Leapers Hosted PBX Instant Collaboration New Users Web/Phone Conferencing The Unified Communications market is projected to grow 29% year over year through 2017, reaching S$213M ($171M USD). There is growth potential across all consumer types for hosted and hosted PBX, with a third or more of SMBs looking to add hosted or PBX for their first solution, switch from in-house versions, or spend more on their current hosted solutions. Likewise, there is a strong market for new users within each collaboration application. Mobile Device Management Increased Spending S$213M (171M) 2017 Market Size Payroll and HR File Sharing Online Backup/Storage Expected Use of Top Applications in the Next Three Years 80% 56% 44% 40% File Sharing Online Backup/ Storage Payroll and HR Online Accounting 11

8 BUYING CLOUD SERVICES Where Do You Buy Online Applications? 36% 19% 12% 10% 4% To Bundle or Not to Bundle? 23% Ease of Transaction 24% Discount 22% Ability to Integrate 31% Ease of Billing Application Website Remaining 19% were unsure Web Hoster Telco/Mobile Provider Online Retailer 57% of the Paid Business App Market Was Captured by Offering a Free Trial 39% Purchased after free trial expired IT Consultant Remaining 16% were unsure 18% Purchased after free trial to access more features 27% Purchased without free trial Business Applications Opportunity in % of SMBs Prefer purchasing bundles as opposed to a la carte SMBs Motivation for Bundling 45% of SMBs Of a la carte buyers say service provider choice is their main concern about buying in bundles 24% of SMBs Quote cost transparency as their main barrier to bundle purchases Many SMBs prefer buying cloud services as bundles, but what about those who don t? This year Parallels asked SMBs who purchase services a la carte about why they prefer that to bundles, and discovered that when SMBs choose not to bundle, it is because they want choice in the service provider or brand that they buy and are concerned about lack of transparency in bundle pricing. SMBs are willing to pay more to get the exact service or brand they want. Service providers can still attract these SMBs with bundles, so long as they offer several bundle options with services that cater to different SMB preferences and needs % Avg New Use 15% Avg to Increase Spending 17% 3 Year CAGR The Business Applications market is estimated to grow at a 17% CAGR to S$224M ($180M USD), by Growth will come from the 30% of new users, or cloud leapers, and 15% of cloud expanders who want to increase spending on their business applications. As mentioned, SMBs using free versions can be enticed to purchase full versions S$224M with limited term trials. This market is more variable than those of other cloud services, so it s crucial for service providers to stay innovative to keep up with the ever-changing needs of SMBs. ($180M) 61% 70% 50% of SMBs Use Only One Service Provider 50% 40% 30% 20% 10% 0% Unified Support Number of Service Providers Better Cost Value Better Cost Value and Unified Support are top benefits of using one service provider 13

9 OPPORTUNITIES How Do SMBs Contact Their Service Providers? 66% Of SMBs contact their service provider over the phone Learn More This report covers only a portion of the extensive data included in Parallels SMB Cloud Insights research. To learn more:: Visit Parallels PartnerNet. For Parallels Partners, register for Parallels PartnerNet at 76% Of SMBs use to communicate with their service provider Register for a webinar. Register for upcoming webinars, or watch existing webinars which highlight Parallels research and teaching SMB marketing strategy, tips, and best practices to help grow your hosting business. Go to to sign up for webinar notifications. The Singapore Cloud Services Market Will Grow 21% Year over Year through % 3 Year CAGR ($416M) 2014 S$916M ($733M) 2017 Talk to the Parallels Business Consulting team. Parallels Business Consulting delivers services designed to accelerate time-to-revenue by 20-35%, increase profits, and grow subscribers. We provide critical business thinking and best practices forged from hundreds of deployments, custom research by SMB Cloud Insights, and go-to-market workshops. Start a conversation with the Parallels Business Consulting team. Get in touch at Please contact with any further questions. Parallels is committed to helping our partners understand the best opportunities in the SMB cloud market. The SMB cloud services market in Singapore is projected to hit S$916M ($733M USD) in 2017, with a three-year CAGR of 21%. Infrastructure-as-a-service and Web Presence will still undergo solid growth through managed services, add-ons and applications. The Business Applications market will grow at a slightly lower but steady rate, as SMB needs keep evolving and best-of-breed brands improve to meet those needs. Unified Communications will have the highest growth rate, approaching the size of the Business Applications market. Singapore boasts a large cloud market for its SMB population, and each category faces diverse areas for growth. Successful service providers will capture their share by offering smart bundles and managed service options Parallels IP Holdings GmbH. All rights reserved. The Parallels logo and Parallels 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

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