Cloud Middleware Market Map. Shea & Company

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1 Cloud Middleware Market Map Shea & Company

2 Cloud Middleware Investment & Activity Accelerates in 2013 We expect the level of investment and transaction activity in the broad cloud middleware sector to intensify in the coming year Adoption growing: Enterprises have widely embraced the economic benefits of SaaS and IaaS solutions and are quickly moving to middleware solutions as the technology matures and provides an increasingly compelling value proposition The market is separating: We are beginning to see leaders emerge and break away in an increasingly crowded market place Platforms are assembling: The universe is extremely fragmented from both a programming language and solution perspective. Larger PaaS players (e.g. EngineYard) and major enterprise vendors are beginning to build platforms through development and acquisition Investment and consolidation will continue: We expect the increasing activity in the cloud middleware space to accelerate even further in Investment activity will focus on enabling leading platforms to consolidate and betting on disruptive point solutions - Acquisition activity will come from diverse industry sectors as larger vendors continue to build out their cloud strategies 2

3 Software Development Paradigm is Shifting to Cloud A paradigm shift in software development is underway, enabled by a growing number of cloud middleware solutions EVOLUTION OF SOFTWARE DEVELOPMENT Cloud Mainframe Distributed Faster application development and delivery with compelling economics Abstraction of table stakes back-end functionality to allow developers to focus on value-added services Shift to a service-oriented architecture Search for a standard: hybrid v. public clouds, open v. proprietary solutions, etc. 3

4 IaaS and PaaS Growth Outpace SaaS for Foreseeable Future Wider enterprise adoption of SaaS and IaaS will drive continued adoption and growth of PaaS as vendors move up and down the technology stack SaaS B PAAS MARKET SHARE OF CLOUD MARKET, 2013 IaaS, 28% PaaS, 5% PaaS - $1.6B SaaS, 67% MARKET GROWTH OF CLOUD VERTICALS, % CAGR 22% CAGR 50% CAGR $50,000 $45,838 IaaS - $9.2B $40,000 $30,000 $20,000 $21,979 $30, $10,000 $- $9,193 $1,582 $3,462 SaaS PaaS IaaS 4

5 What s Fueling Growth of PaaS? Several trends in enterprise software development are forcing more IT departments towards adoption of PaaS Compelling Economics Maturation of PaaS solutions has provided a compelling economic argument for development Allows IT to do more with less PaaS has been shown to reduce development times by 50%+ and deployment times from weeks to minutes Rise of DevOps Increasing interdependence in IT between developers and system administrators with goal of getting applications to market faster DevOps are the primary consumers of PaaS Need for Custom Applications Developing custom applications is seen as a competitive advantage Advent of BigData / Analytics requiring applications and reporting specific to each business Integration of siloed applications and data Viability of Private / Hybrid Cloud Enterprise adoption of PaaS hampered by security and compliance concerns Advent of viable private / hybrid PaaS solutions provide the benefits of PaaS while mitigating security concerns Many expect gradual migration from private / hybrid to public PaaS PaaS market grows at 22% from 2013 to

6 Cloud Market Movement: Converging on PaaS Large SaaS and IaaS vendors are moving down and up the stack, respectively, as the PaaS market gains traction SaaS Vendors Large-scale, mission-critical SaaS vendors are releasing PaaS offerings so users can buld custom applications to extend functionality of their core solutions Typically not acquiring PaaS vendors, but developing offerings in-house Examples: Force.com and Netsuite SuiteCloud provide platforms to extend core CRM and ERP platforms PaaS IaaS Vendors IaaS has become a race to the bottom as the hardware layer becomes increasingly commoditized Margin is moving up the stack from IaaS to PaaS IaaS vendors are actively acquiring and developing PaaS technologies to move up the stack Example: Amazon releasing Elastic Beanstalk, Joyent launching no.de, VMWare launching CloudFoundry 6

7 Middleware App Dev & Testing Tools Defining the PaaS Market PaaS players offer a varying degree of tools and services that abstract the middleware layer between the infrastructure and the application SOA Tools CLOUD APPLICATION TECHNOLOGY STACK Application Database Application & Data Integration Layer Business Process Tools User Interface Components Application Server Identity & Security Mgmt App Lifecycle Mgmt O/S O/S O/S O/S O/S TYPES OF PAAS Application and integration services vendors are gaining the most traction Application PaaS Platform for new application development, deployment, run-time and management Two Main Types: I. Pure Platform: Move existing and develop new custom applications in cloud, typically will adhere to frameworks specified by the PaaS vendor II. Platform + Dev Tools: Create native applications in a vendor-supplied designer and deploy on their infrastructure Virtual Machine Virtual Machine Virtual Machine Virtualization Layer Virtual Machine Servers Storage CPU Platform-as-a-Service Layer Infrastructure-as-a-Service Layer Virtual Machine Integration PaaS Tools to integrate cloud applications and data Other: PaaS Point Solutions Cloud services delivering specific point functionality in the PaaS stack (Database, BPM, MBaaS, Identity Mgmt, etc.) Credit: Orangescape 7

8 Small Scale Large Scale Small Large Market Map for Application & Integration Platforms PURE PLATFORM APPLICATION PAAS - Used for deployment and scaling of existing or new custom applications developed in-house - Mainly in use in business environments where application development takes places in-house and developers are looking to abstract the back-end - Developers will typically need to adhere to an architecture specified by the PaaS vendor PLATFORM + DEV TOOLS - Front and back-end of application developed and deployed in studio provided by vendor - App development adheres to design templates provided by vendor in visual studio PaaS INTEGRATION PAAS API Application / Suite Data 8 Acquired Scale based on company funding and revenue, where available

9 Market Map for Point Solutions & Specialists APP DEVELOPMENT & TESTING - Tools for rapid application design, development and testing prior to deployment through a platform SECURITY & IDENTITY TOOLS - Point solutions to manage private or public PaaS security and user identity DATABASE & ANALYTICS - Outsourced database platforms and BigData analytics platforms Development Testing Security Identity Data Analytics BUSINESS PROCESS MANAGEMENT MBAAS - Supports software development and SOA by providing defined, reusable business processes - Mobile back-end-as-a-service - Focused exclusively on the stacks used for mobile applications Developer Enterprise 9 Acquired Scale based on company funding and revenue, where available

10 Leading Consolidators Offerings in the Technology Stack Large enterprise software vendors have started to build out functionality across the stack to offer a complete solution to end customers Application Middleware Converging interest in cloud middleware Virtualization Layer Hardware / IaaS 10

11 Interest Comes From Several Directions While there will be interest in cloud middleware from diverse industry sectors, we believe three main industry sectors will drive the consolidation EXAMPLES OF PAAS CONSOLIDATORS Application PaaS Point Solution PaaS Integration PaaS Diversified Technology Consolidators Upgrading product offerings as software development shifts away from legacy products to the new paradigm 11

12 Recent Acquisition Activity Target Acquirer Date Solution December 2013 December 2013 November 2013 November 2013 October 2013 September 2013 August 2013 July 2013 July 2013 June 2013 June 2013 June 2013 April 2013 April 2013 April 2013 April 2013 Application PaaS MBaaS Integration PaaS IaaS and PaaS PaaS Application PaaS Application PaaS Integration PaaS Integration PaaS Application PaaS Application PaaS Application PaaS MBaaS Visual PaaS Integration PaaS Integration PaaS 12

13 Recent Investment Activity Target Date Solution Amt. / Total Raised Investors Dec 2013 Application PaaS $16M / $32M Safeguard Scientifics, Ignition, NEA Dec 2013 Integration PaaS $3.75 / $41 Ignition Venture Partners, Andreessen Horowitz Sep 2013 Application PaaS Undisclosed Maxfield Capital Sep 2013 Security $27M /$53.7M Sequoia Capital, Andreessen Horowitz, Greylock Sep 2013 Security $6.5M / $43.6M Ignition Partners, Others Jul 2013 Integration PaaS $35M / $120.8M BlackRock, Accenture, Others Jul 2013 MBaaS $12.1M / $82.9M EDB Investments, Mayfield Fund, Others Jul 2013 Application PaaS $2M / $16.9M Undisclosed Jun 2013 Data & Analytics $3.5M / $15.6M Hummer Winblad Ventures, Jun 2013 Application PaaS $3.4M / $3.4M Sierra Ventures, Andreessen Horowitz, Others May 2013 Data & Analytics $12M / $15M Devonshire Investors, Rackspace, Toba, Others May 2013 IaaS $10M / $14.3M Trinity Ventures, Juniper Networks, Seagate May 2013 Application PaaS $9M / $9.7M Intel Capital, ACT VC, Kernel, VMWare Apr 2013 Application PaaS $105M / $105M General Electric Apr 2013 Application PaaS $7.5M / $18M Atlas Venture, Citrix, Maayan Ventures Apr 2013 Integration PaaS $37M / $80.5M NEA, Salesforce, Morgenthaler, Others 13

14 Introduction to Shea & Company People Industry Expertise Process Excellence Advisory Services and Selected Transactions Mergers & Acquisitions Selected Transactions Shea & Company has advised on billions of dollars of software M&A and capital raise transactions Buy-side and sell-side M&A advisory Divestitures Restructuring has received an investment from has been acquired by has acquired has received an investment from financial advisor to VersionOne financial advisor to GrabCAD financial advisor to TA Associates financial advisor to Freshbooks Private Placements & Capital Raising Late-stage venture and growth equity Recapitalizations (NASDAQ: PVSW) has been acquired by has received a majority investment from has received an investment from has been acquired by IPO advisory financial advisor to SeeWhy financial advisor to Bomgar Corporation financial advisor to Ping Identity financial advisor to Pervasive Corporate Strategy Corporate development advisory Fairness opinions has received an investment from has been acquired by has been acquired by has been acquired by financial advisor to Mimecast financial advisor to Worklight financial advisor to Platform Computing financial advisor to SPL WorldGroup 14

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