Parallels SMB Cloud Insights TM. United Kingdom

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1 Parallels SMB Cloud Insights TM United Kingdom

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, due to their increasing use among SMBs. Web Presence and Web Applications: Third-party web hosting, domain registration, SSL and e-commerce 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. Unified Communications: Business-class services, including security, archiving, along with mobility and hosted business voice services. As of, includes communication and collaboration applications, such as web and phone conferencing, instant collaboration, and mobile device management (MDM). The Overall UK SMB Cloud Services Market has Grown to Nearly 2B 1.9B * ($3.2B) 1.4B ($2.2B) 2013 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 over 1.2M such SMB establishments in the United Kingdom 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. 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. Parallels SMB Cloud Insights enters its fourth consecutive year of research into cloud service consumption by small- and mediumsized businesses (SMBs). In, Parallels has updated its research by redefining and re-segmenting some of the categories examined. Infrastructure-as-a-service (IaaS) now includes SMB use of cloud servers, which wasn t previously measured due to cloud servers being an enterprise-level solution. But SMBs are now beginning to take advantage of cloud servers as a scalable and flexible solution. Unified Communications (UC) - previously called Communication and Collaboration - is now an aggregate category which includes hosted , hosted business voice services, and collaboration applications. At 1.9 billion ($3.2 billion USD) in, the SMB cloud services market in the United Kingdom demonstrates another year of considerable growth. IaaS is the largest portion of the overall market at 851 million ($1.4 billion USD). Web Presence and Web Applications make up 354 million ($587 million USD) and UC is catching up, contributing 279 million ($463 million USD). Business Applications is the second largest portion of the overall market, adding the remaining 420 million ($697 million USD). * market size includes cloud servers and new UC measures; 2013 market size does not. 1

3 INFRASTRUCTURE-AS-A-SERVICE (IaaS) IaaS Reached 851M in Growing the fastest of all four cloud service categories, IaaS has increased by 22% within the last year. In addition to new adoption of hosted servers, cloud server usage has grown among SMBs, and is 18% of the IaaS market at 151 million ($250 million USD). SMBs are also spending more on their hosted infrastructure with managed servers. As a core service, IaaS had begun to grow more slowly over the past few years in mature markets, but is making a comeback as IaaS services continue to evolve to meet SMB needs. Backup, and Database Add-Ons Projected for Highest Growth in Demand 63% 574M 2013 ($884M) 851M ($1.4B) laas grew by 22% Cloud Server Market Size: 151M ($250M) 51% 42% 2013 Over a Third of UK SMBs are Using Managed Servers Usage % 37% SMBs using SMBs with selfmanaged servers fully-managed servers who want to upgrade SMBs with in-house servers who want to switch to fullymanaged servers Starting this year, we asked SMBs in the UK how they manage their hosted servers whether they manage the servers themselves or use fully-managed solutions from their service provider. The data demonstrates that there is a strong demand among SMBs for managed servers. Moving forward we see 37% of SMBs who manage their own hosted servers looking into fully-managed options, and of SMBs with in-house servers looking to add fully-managed hosted solutions. Change in Barriers to Hosted Server Adoption 60% 50% 40% 20% 10% 0 Price In-house applications IT doesn t recommend 2013 Unsupported applications Connectivity 31% 29% 25% 17% 26% 12% 20% 20% Most Popular Hosted Server Applications Remain in 5% Server backup Database add-ons Control panel LAMP stack Development platform SMBs are looking to buy more add-ons for their hosted servers. Backup and security are the most heavily consumed, and by 2017 about half of SMBs will be using backup and security for their hosted servers. Webserver, CMS, E-commerce Database applications Accounting/ Financial % 36% 27%

4 WEB PRESENCE SMBs are Willing to Pay More for High Availability and Unlimited Storage Web Presence Exceeds 350M in 37% 40% 22% High Availability 37% of SMBs would pay $5/mo more for high availability 23% Unlimited Storage 23% of SMBs would pay $10/mo more for unlimited storage 337M 2013 ($519M) 354M ($588M) 5 10 IaaS Opportunity through 2017 The growth of the Web Presence market has been slowing in developed countries over the last few years as this market reaches saturation. In the United Kingdom, 80% of SMBs have websites and 82% of these businesses use third-party web hosting. Further growth in this market will come from new web applications and increased use of higher-touch solutions. 39% Cloud Leapers New adoption 34% Cloud Converters Switch from in-house By 2017, we will see strong growth in IaaS from all types of cloud consumers. 39% of SMBs without servers of any kind are looking to go directly to a hosted server. 34% of those who have in-house servers would like to switch to hosted, and 34% with hosted servers are looking to expand usage. This is a clear opportunity for IaaS providers. Hosted server add-ons and fully managed solutions will contribute to the growth of this market, taking it to 1.2B ($2B USD) by % Cloud Expanders Increase spending 1.2B in 2017 ($2B) 13% CAGR Outsourcing Web Design and Management is Becoming Popular 46% 23% 32% of SMBs used a third-party or web designer to design their website of SMBs use web designer or web hoster to manage their websites of SMBs with over 10 employees who manage in house want to switch to third-party management Managed services, as mentioned before, are gaining ground in the SMB space. Managed websites are another area in which we see strong demand. Currently, almost half of SMBs are outsourcing the design of their websites to web designers or other third parties. Furthermore, almost a fourth of them are using third parties to manage their websites. Moving forward, 32% of businesses with more than ten employees who manage their websites in house would like to switch to managed web hosting. This higher-touch option brings more revenue to service providers than traditional, highly commoditized hosting. 4 5

5 WEB PRESENCE Top Forms of Social Media Use in 35% 26% 22% Mobile-Optimized Websites are Becoming Standard, but 27% of SMBs Still Need One 21% Mobile-optimized LinkedIn Facebook Local Directories Nearly Half of SMBs are Buying Web Applications with Their Website Twitter 14% Don t know SMB websites 38% Optimization not needed Bought web apps from hoster, bundled with website purchase 42% 27% PC display only 9% 19% 17% Bought web apps direct from application developer Bought web apps from third-party provider Bought web apps from hoster after website purchase Web Presence Opportunity through 2017: 407M ($676M) 5% 3 Year CAGR Parallels research shows that web apps are most often purchased in a bundle at the time of the initial website purchase. 36% of SMBs purchase their web apps from either a developer or other third party after buying a website, and only 9% of SMBs return to their web hoster for web applications after buying a website. This trend is common globally, and offering smart bundles up front with apps such as mobile optimization or SSL certificates, is the best way for service providers to take advantage of this buying behavior. 40% 42% Cloud Leapers New adoption Cloud Converters Switch from in-house 36% Cloud Expanders Increase spending Top Web Applications 2017 Search Engine Optimization & Health Monitoring & Health Monitoring Search Engine Optimization E-commerce SSL Certificates In spite of low growth in the Web Presence market, opportunity still abounds across all consumer types. Medium-sized firms will be the largest cloud converters with 68% switching from in-house servers to hosted servers within three years. Micro and small firms will be the primary cloud leapers with over 50% wanting to add third-party web hosting without ever using self-hosted websites. It is important to note that once SMBs have invested in web hosting, few expect to increase their spending. This places the imperative on service providers to provide the right bundle of web apps and/or higher-touch, managed services at the time of initial purchase. 6 7

6 UNIFIED COMMUNICATIONS (UC) Unified Communications Hit 279M in 279M ($463M) Communication Devices Used by UK SMBs 238M ($367M) 2013* has seen a lot of growth in Unified Communications across the globe. The United Kingdom follows this trend, reaching 279 million ($463 million USD). This category now includes hosted business voice services for mobile devices and collaboration applications. In addition to businessclass , each of these services contributes to the comparatively fast growth seen in this market off of a previously small base. * Note: 2013 market size used here is adjusted by measures and methodology for comparison; overall 2013 market calculation includes C&C figure reported in 2013 SMB Cloud Insights United Kingdom was the Key Driver for SMBs Who Chose Paid Hosted Parallels asked SMBs who use paid business why they prefer it over free services. Over two-thirds say they prefer paid for the security it offers, and 45% of these SMBs opted to pay for hosted to integrate with Microsoft Outlook. Also, nearly of SMBs using free solutions claim they would upgrade to hosted premium if they were offered an attractive price point. 84% Landline 78% Smartphone 52% Tablet 16% IP Phone 11% Softphone SMB Sentiment about Features of Business Voice Services 25% 20% 15% 10% 5% 0% Instant message Mobile devices Auto attendant Auto call distribution What features caused you to choose paid business over a free provider? 68% 45% Outlook Integration Improves productivity Improves customer satisfaction Concerns about Price Increase as a Barrier to Adoption of Hosted Business Voice Services Both Price is the Main Purchase Trigger for SMBs Considering Moving to Paid Hosted Good price point 23% 23% Professional look & feel 16% New employees % 20% 10% 0 Price Technical Complexity 2013 IT doesn t recomend

7 UNIFIED COMMUNICATIONS (UC) BUSINESS APPLICATIONS Major Change to Business is the Key Driver to Switching to Hosted Business Voice Services Under which of the following scenarios are you likely to switch from in-house to hosted business voice services? Instant Collaboration is a Strong Part of the UC Market Unified Communications in % Major change Good price point Explosive growth Old/ unreliable PBX Cloud Converters 32% Hosted 34% 25% 21% 15% 43% Cloud Expanders* Business Voice Services 27% Cloud Leapers 31% Instant collaboration 18% 11% Web/Phone Conferencing New Users Usage 15% Web/phone conference 12% CAGR 23% * Cloud expander opportunity for hosted business voice services only includes businesses with more than 10 employees 6% Instant Collaboration 3% Mobile device management 389M ($646M) % Increased Spending 63% Mobile Device Management Through 2017, the Unified Communications market will grow at a healthy CAGR of 12%. The increase in this market will come from several areas. 46% of in-house users are considering switching to hosted premium , and 88% of medium businesses indicated interest in switching from free to paid hosted solutions. Over 40% of businesses with more than 10 employees want to increase their spending on hosted business voice services, and 63% of SMBs with mobile device management want to increase spending and usage. Total market value for Unified Communications is expected to catch up to Web Presence, reaching 389 million ($646 million USD) in the next three years. Business Applications Market Grew to 420M in 363M ($560M) M ($697M) The Business Applications market saw slightly lower adoption rates in the UK over the last year than in other developed countries. This category is comprised of various applications for line-of-business and has less predictable uptake. Even so, the market has grown to 420 million ($697 million USD) in. The applications with the most new adoption include payroll and HR, online accounting, and file sharing. 34% of the Paid Business Applications Market was Captured by Offering a Free or Limited Trial 23% Purchased when the trial expired weren t sure if they used a free trial 11% Purchased to have access to more features 36% Purchased without free trial Most applications on the market are available through free trials. When asked about their usage of free trials, 34% of SMBs said they used free trials before purchasing. Free and limited-term trials are an effective tool in acquiring new users and converting them to paid users. Online Application Growth through % 59% File sharing 48% Online backup 24% 36% Payroll & HR % 27% Online accounting 10 11

8 BUYING CLOUD SERVICES Where Do You Buy Online Applications? 36% To Bundle or Not to Bundle? 6% 15% 38% 51% Ease of billing Ability to Integrate Simple transaction Discount 9% 9% 7% 5% SMBs motivation for bundling Direct from app website Telco/mobile provider Online retailer Web hoster IT consultant 50% of SMBs 66% of SMBs 25% of SMBs 34% of respondents purchased elsewhere Business Applications Opportunity in 2017 Prefer purchasing bundles as opposed to á la carte Who purchase á la carte only want to pay for services they ll use Who purchase á la carte do so to get their specific choice of services 16% Overall new usage projected by % Medium SMBs will increase spending Parallels asked SMBs in the United Kingdom how many service providers they use for their technology infrastructure. 82% of SMBs use only one or two service providers for all of their IT. 55% of SMBs prefer using a single service provider because it offers them a better cost value for the services they pay for. Over 40% also value managing fewer suppliers, a single bill, and unified support. Nearly Half of SMBs Have Only One Service Provider 50% Opportunity in the Business Applications market will come from the 16% (average) of SMBs who want to start using applications, and the 32% of medium businesses looking to add users or otherwise increase their spending on apps they currently use. Because 70% of SMBs either shop for applications directly with ISVs or don t even know from where they usually buy their applications, it is clear that bundling of applications with other anchor services can play a much larger role. In fact, this market is projected for slightly higher growth moving forward, up to a market size of 657 million ($1.1 billion USD) by Smart bundling and limitedterm trials are the way for service providers to capture this opportunity. 16% CAGR 657M ($1.1B) % 20% 10% 0% 55% 46% Better cost value Number of Service Providers Single invoice Benefits of using single service provider 12 13

9 OPPORTUNITIES How do SMBs Contact Their Service Providers? 63% Of SMBs use to communicate with their service provider Of SMBs contact their service 54% provider over the phone The UK Cloud Services Market is Projected for a CAGR of 12% through 2017 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 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. 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 12% CAGR 1.9B ($3.2B) 2.7B ($4.4B) 2017 Please contact with any further questions. Parallels is committed to helping our partners understand the best opportunities in the SMB cloud market. The overall SMB cloud services market in the United Kingdom is projected to top 2.7 billion ($4.4 billion USD) in Some segments of the overall SMB cloud market in the UK will grow faster than others, but each has particular areas that can be tapped into as the cloud market continues to evolve. A focus on managed services and targeting SMBs at the right time with the right bundles are the best ways for service providers to succeed in the next few years. 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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