Parallels SMB Cloud Insights TM for Spain

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1 Profit from the cloud TM 2013 Parallels SMB Cloud Insights TM for Spain Spain

2 Table of Contents Executive Summary...1 Definition...2 Infrastructure as a Service...4 Web Presence and Web Applications...6 Hosted Communication and Collaboration...8 Hosted Premium Hosted PBX Business Applications Conclusion... 12

3 Executive Summary Cloud services continue to reshape the IT market for small and medium businesses (SMBs) in Spain, with an immense array of services and applications now available to help SMBs grow, collaborate, and compete in a global marketplace. Entering its third year of SMB Cloud Insights reports, Parallels research shows how the Spanish market has evolved in the past year and highlights the most important opportunities for growth over the next few years. Having initially interviewed Spanish SMBs of different sizes and industries about their cloud service consumption, plans, and attitudes in 2011 and 2012, Parallels has refreshed this research for 2013, conducting 400 new interviews to determine what changes have taken place in the intervening months. Our research addressed SMBs cloud service use with respect to four specific categories: infrastructure as a service (IaaS), web presence and web applications, hosted communication and collaboration, and online business applications (a category also known as software as a service, or SaaS). By combining the results of these interviews with our past research and deep industry knowledge, we have created a broad view of the Spanish SMB market for cloud services in 2013, including an understanding of how the space has grown and evolved over the past year. This paper summarizes our findings and focuses on the Spanish SMB cloud market growth and future opportunities. Perhaps spurred by challenging economic conditions and the lower upfront costs associated with cloud services, Spanish SMBs have dramatically increased their use of cloud services in the past year and were among the fastest growing European SMB markets. As of summer 2013, Parallels calculated the Spanish SMB market across all categories of cloud services to be about 1.2B. As shown in Figure 1, IaaS contributes 326M to this market, web presence and web applications contribute 268M, hosted communication and collaboration (consisting of hosted premium and hosted PBX) adds 83M, and business applications account for the remaining 496M. The Spanish SMB market across all categories of cloud services has reached 1.2B. Over the next several years, Spanish SMBs will continue to expand their use cloud services rapidly, and cloud services of all kinds will become an essential part of their IT spending. Parallels foresees that Spanish SMBs will expand beyond traditional hosted services to consume an ever larger number of cloud applications over the next several years, particularly in the communication and collaboration category. Parallels estimates that the Spanish SMB market will grow by at least 23% yearover-year for the next 3 years, reaching 2.2B in Service providers who are able to stay on top of SMBs changing cloud needs and reach these SMBs with the right mix of services and applications will grow and profit in the exciting years to come. The following sections of this report examine Spanish SMBs use of each of the four categories of cloud services in more detail, describing their current use of these services and their future plans for spending. 1

4 Figure 1. SMB cloud services market size and growth in Spain ( ) 1.2B 0.8B 70% 55% 34% 24% Infrastructure as a service (IaaS) Web Presence and Web Applications Hosted Communication & Collaboration Business Applications Definitions Cloud Service Categories This research is focused on the cloud services that matter most to SMBs: IaaS, web presence and web applications, hosted communication and collaboration, and a general category we refer to as business applications. We define each of these cloud service categories as follows: Infrastructure as a service (IaaS; formerly called hosted infrastructure in Parallels SMB Cloud Insights ). This category includes dedicated servers, virtual private servers (VPS), managed hosting, and utility or elastic computing. In 2013, we expanded this category to include add-on applications and services for hosted infrastructure, such as control panels, development platforms, LAMP stack (Linux, Apache, MySQL, PHP), security, server backup, and SQL databases. Web presence and web applications. This category includes third-party web hosting, blogging services, domain registration, SSL and ecommerce add-ons, and site-building tools. In the 2013 research, this category expanded to include additional 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. Hosted communication and collaboration. This category consists of business-class services, including security, archiving, and mobility; and hosted phone services, including hosted PBX. Business applications. This category includes nine major types of software applications that can be accessed online file sharing, instant collaboration, online accounting, online backup and storage, online CRM, payroll and HR, phone conferencing, support and help desk, and web conferencing. For each of these cloud service areas, Parallels captured SMBs current use, attitudes, future plans, and market size. This report primarily covers 2

5 the current market size and future outlook for the SMB cloud in Spain; however a wealth of other data is also available for custom data requests. SMB definition and segmentation As for our definition of SMBs also known as small and medium enterprises, or SMEs we follow other research and academic organizations in defining them as companies with 1 to 250 employees. There are around 2.4M such SMBs in Spain today. Sub-categories within the SMB segment include: Micro SMBs (companies with 1-9 employees) Small SMBs (companies with employees) Medium SMBs (companies with employees) To better understand SMB behavior, SMBs can be segmented by size, IT decision maker and opportunity type. This year, we did not focus our research on businesses in the Spanish that have no employees (sole proprietor only), because these SMBs have significantly lower adoption rates and somewhat different needs than the larger SMB market. However, this group of small businesses should still be considered a good market for cloud services, particularly for basic services like web hosting and some online business applications. Parallels further segments SMBs by their IT decision maker and the type of cloud opportunity represented by each business (in terms of their current or future adoption of various cloud services). IT Decision Makers SMBs with no IT staff ( do-it-yourselfers ). For these SMBs, the business owner or a senior member of the company handles all IT purchasing decisions, as well as installation and maintenance of IT solutions. These decision makers need to know how a cloud service will benefit their business and their bottom line. They also need solutions whose user interface is simple enough to not require detailed IT expertise. To market successfully to this group, focus on the business benefits of cloud services, while minimizing technical complexity. SMBs that hire IT consultants. IT consultants want to know about the technical specifications of the cloud service, its configuration and management, best practices, and other technical advice. Having a white-label reseller offering designed for IT consultants one that gives them the opportunity to resell cloud services to the SMB end customer without having to manage the infrastructure themselves will help reach this target audience, as will sales and marketing strategies that target the broader IT channel, including distributors. SMBs with a dedicated IT staff. For these SMBs, IT personnel are the primary audience. While they need to know the business benefits so they can pass them on to senior management, they them-selves are much more concerned with the technical aspects of the solution and whether or not it fits the needs of their company. Clear, detailed documentation about technical specifications, strong support, and cutting-edge technical features will be the key selling points for this audience. 3

6 Cloud Opportunity Type Cloud leapers. This category consists of SMBs that currently are not using an in-house IT solution (that is, they have no servers, no web server, or no PBX system) and are likely to move straight to the cloud, leaping over the typical intermediate step of purchasing in-house IT. These companies might have rudimentary IT equipment, such as external hard drives for storage or Excel workbooks for accounting, but they don t have the level of in-house infrastructure or software used by the cloud converters (see below). The cloud leaper category also includes startups that choose cloud services over traditional in-house IT as they start their business. 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. Infrastructure as a service (IaaS) Micro SMBs nearly doubled their use of hosted servers during 2012, a trend that points to IaaS becoming the dominant model for small business infrastructure needs in Spain. During 2012, the Spanish SMB market for infrastructure as a service continued to expand, though it grew somewhat less rapidly than the 39% growth seen in The market reached a value of 326M, growing 24% over the course of last year. This market size encompasses overall hosted server use including both basic IaaS offerings (such as dedicated servers and virtual private servers) and add-on services (such as security and server backup). 19% of Spanish SMBs now use a hosted server, a significant 10% increase over the previous year s penetration rate. The growth was driven largely by micro and small SMBs (those with under 50 employees) purchasing their first servers from the cloud, rather than choosing to buy an in-house server. Micro SMBs switching from in-house to hosted servers also added to the market growth. In fact, micro SMBs nearly doubled their use of hosted servers during 2012, a trend that points to IaaS becoming the dominant model for small business infrastructure needs in Spain. 4

7 Figure 2. Server penetration among Spanish SMBs (2013) 100% 14% 12% 75% 50% 25% 0% 35% 68% 49% 25% 23% 17% 14% 4% 29% 20% 14% Micro Small Medium Overall, 19% of Spanish SMBs now use hosted servers. Hosted Servers Both Hosted and In-house In-house Servers No Servers Future Outlook Moving forward, Parallels predicts that similar growth rates will continue in the IaaS market, with a projected three year compound annual growth rate (CAGR) of 27%. With this growth rate, the market will reach 668M market in Over time, IaaS is likely to plateau somewhat especially among small businesses as the market saturates and software-asa-service draw businesses away from self-hosting their applications. Over the next several years, however, the IaaS market still shows strong potential across all SMB opportunity segments the cloud leapers, cloud converters, and cloud expanders. Starting with cloud leapers, over 65% of Spanish SMBs (mainly micro SMBs) still don t use servers of any type a number that is far higher than many other European countries. As these SMBs leap to the cloud, they will drive much of the growth in the IaaS market; as many as 45% of micro SMBs without hosted servers might add one in the next several years. Micro SMBs without dedicated IT staff or IT consultants are a good target. Hosted servers have the advantage of not requiring the maintenance effort or technical expertise that an in-house server needs, making it the logical choice when an SMB has the need to add a server to their growing business. Cloud converters will also contribute to the IaaS market growth over the next several years as current in-house servers need to be replaced. Approximately 45% of Spanish SMBs with in-house servers report they are considering switching to hosted servers in the next 3 years. This cloud converter opportunity is equally strong among all SMB size segments. Long-term, the most important contributor to market growth, however, will be SMBs purchase of add-ons to complement their hosted servers. Offering add-on applications not only can motivate more SMBs to move to the cloud through the promise of enhanced security, for example but also can increase service providers revenues. Today, nearly 65% of Spanish SMBs with hosted servers already use some type of addon services and applications. The top server add-ons in Spain today are security applications and SQL databases, as shown in Figure 3. Webserver control panels and server backup services are also popular. The top server add-ons in Spain today are security applications and SQL databases. Webserver control panels and server backup services are also popular. 5

8 Figure 3. Spanish SMBs use of add-on services and applications for IaaS (2013) 50% 40% 52% 44% 39% 37% 30% 20% 10% 9% 7% 0% Security (inc. antivirus, antispam) SQL database Control Panel Server backup Development platform LAMP stack (Linux, Apache, MySQL,PHP) Micro Small Medium Overall SMBs Over the next several years, SMBs with hosted servers plan to increase their use of add-ons with server backup, security applications, and SQL databases continuing to be the most popular. Over 20% of SMBs whose IaaS doesn t currently include these three add-ons plan to add one or more of them in the next 3 years. The more technical, developer-focused applications LAMP stack and development platforms will also be relatively popular. By promoting these add-on services to SMBs when they purchase hosted servers and by running campaigns to existing customers, service providers can increase the value of their transactions while still keeping basic VPS and dedicated server prices low. Figure 4. Fastest growing server add-ons through 2016 Top 3 Server add-ons through Server backup 2 Security (including antivirus, antispam) 3 SQL database The Spanish web presence market gained speed in 2012 increasing to a 34% growth rate among the highest growth rates for web presence that Parallels saw in European markets during the past year. Web Presence and Web Applications The Spanish web presence market gained speed in 2012 increasing to a 34% growth rate among the highest growth rates for web presence that Parallels saw in European markets during the past year. Of the 57% of Spanish SMBs with a company website, 65% of these are now thirdparty hosted, as shown in Figure 5, amounting to a 268M market. The market growth in the past year mainly came from SMBs of all sizes adding their first website. Sales of a range of web applications also added to the increase in market size, although many SMBs also discontinued use of extra web applications to keep their costs down. 6

9 Figure 5. Website use among Spanish SMBs (2013) 100% 75% 50% 25% 0% 29% 33% 19% 50% 48% 36% Micro Small Medium 57% of SMBs have a website, and 65% of these are third-party hosted. Third-party hosted Self-hosted Future Outlook Looking forward, the Spanish web presence market is headed for slower growth overall as the market for websites and web hosting become saturated. Continued economic concerns might also be dampening very smaller SMBs spending plans particularly those not already in the cloud. Over the next several years, Parallels expects web presence and web applications to grow at approximately 16% year-over-year. By 2016, this will amount to a market size of 414M. In traditional web hosting, much of this growth will come from the 43% of SMBs who still don t have a website a number that is much higher than most developed markets where website penetration can exceed 70%. Well over 60% of SMBs without websites are considering adding one in the next several years and plan to use third party web hosting when they do. This number is even higher among the small and medium SMB size segments, where over 80% of SMBs without websites plan to add one. Cloud converters will also continue to drive addition of third party hosted websites; for instance, 50% or more of SMBs with self-hosted sites are considering a switch to third party web hosting in the next three years. Again, the small and medium SMBs have an even higher percentage of planned adoption. Spain SMB web presence market will grow by 16% year-over-year through 2016, reaching a market size of 414M. Over the longer term, however, the most important driver of growth in web presence will be web applications and add-ons. This year, Parallels again asked SMBs about their current and planned use of a wide range of web applications that can be used to secure and enhance their web presence (see Figure 6). As mentioned previously, use of many web applications in Spain went down over the past year, likely caused by SMBs reducing their extra spending with Spain s economic concerns. Search engine optimization spending appeared to be the most impacted. Overall, the most popular web applications have about 20-30% of SMBs with websites using them today. These relatively low penetration rates point to excellent opportunity still left in the web application space. Of those SMBs with web applications, the top current application categories are search engine optimization, content management systems, mobile optimization, and security and health monitoring. Of note, over 40% of SMBs bought their web applications bundled with their websites, making the initial web hosting transaction an important time to sell additional add-ons to these businesses. 7

10 Figure 6. Web application use among Spanish SMBs (2013) 50% 40% 24% 30% 20% 27% 26% 25% 22% 19% 10% 0% Search engine optimization Content management Mobile optimization Security and health monitoring SSL certificates Ecommerce solutions 6% Backup 4% 3% Content delivery network - CDN Sitebuilding tools Micro Small Medium Overall SMBs When asked which web presence applications they re planning to add over the next three years, SMBs listed mobile optimization, search engine optimization, ecommerce capabilities and security and health monitoring application as their top choices all with over 40-50% of SMBs with websites interested in adding them. Across all web applications, opportunity is similar for all SMB size segments. Figure 7. Fastest growing website add-ons through 2016 Top 4 Website add-ons through Mobile optimization 2 Search engine optimization 3 Ecommerce capabilities 4 Security and health monitoring Although the overall market for these two services at approximately 83M is only a fraction of the web presence and IaaS market sizes, it is growing much faster. In the next three years, the market will nearly triple to 244M. Hosted Communication and Collaboration As in prior years, we focused our hosted communication and collaboration research on two areas: hosted premium and hosted PBX. Although the overall market for these two services at approximately 83M is only a fraction of the web presence and IaaS market sizes, it is growing much faster. Currently, 10% of Spanish SMBs pay for hosted premium and 6% purchase hosted PBX. Over the next few years, we expect these two cloud services to continue to grow quickly, nearly tripling the current market size in the next 3 years to reach approximately 244M. Hosted Premium Hosted premium includes added features such as team collaboration, shared calendars, archiving, mobility, and security. Hosted premium makes up only about 10% of the overall market which also includes free accounts through ISPs or providers like Google, in-house servers, and free hosted but it shows strong growth potential across all SMB size segments. 8

11 Overall use among SMBs increased significantly over the course of 2012; 87% of SMBs now use some form of , including both free and paid accounts, up from 80%. For hosted premium , market growth was driven by two main groups 1) SMBs of all sizes who upgraded to hosted premium from their free accounts and 2) SMBs of all sizes who added hosted premium as their first business account. Of note, more micro SMBs purchased paid hosted than we have typically seen in years past. Parallels hypothesizes that this change is due to the popularity of Microsoft Office 365, which includes hosted bundled into the offering at a lower price point than has typically been available for hosted Microsoft Exchange and other business offerings. Future Outlook Moving forward, Parallels sees continued strong growth in this space across all SMB size segments. Premium hosted will be the fastest growing category of cloud services over the next 3 years, showing 47% growth year-over-year through Because nearly 90% of Spanish SMBs already use in some form, cloud converters and cloud expanders are the primary opportunity segments. Overall use among SMBs increased significantly over the course of 2012; 87% of SMBs now use some form of , including both free and paid accounts, up from 80%. Among cloud converters, 50-55% of all sizes of SMBs are considering switching from in-house servers to hosted premium . However, this opportunity will be largest among small and medium SMBs, because these companies have the most mailboxes to convert. Another strong opportunity for hosted premium is among the cloud expanders. We consider SMBs that upgrade from free hosted to hosted premium to be cloud expanders, even though their current use of the cloud service is free. Parallels believes the best cloud expander opportunity lies in upselling SMBs currently using free hosted to hosted premium . About 80% of SMBs currently using hosted get it for free. Service providers should be able to make this upsell easily, since SMBs can benefit from the team collaboration aspects, pay-per-seat pricing model, and enhanced security features of hosted premium . Figure 8. use among Spanish SMBs (2013) 100% 13% 12% 11% 75% 50% 25% 0% 14% 28% 43% 26% 8% 5% 47% 52% 40% Micro Small Medium Overall, 10% of SMBs are paying for hosted premium . Hosted service provider In-house server ISP or free provider No 9

12 Hosted PBX The hosted PBX market showed good growth among Spanish SMBs during 2012, growing an impressive 80% to reach a 6% penetration rate. Growth was strong across all SMB size segments, though small and medium SMBs lead the market growth. Figure 10 shows the current distribution of different kinds of office phone systems used by Spanish SMBs. For small and medium SMBs, cloud converters drove most of the growth in hosted PBX last year, as they changed out their in-house PBX systems for a hosted service. Some growth also came from cloud leapers from all SMB size segments, who chose hosted PBX to be their first PBX system during Figure 9. Office phone use among Spanish SMBs (2013) 100% 75% 13% 5% 4% 1% 4% 0% 18% 53% 50% 0% 59% Overall, 6% of Spanish SMBs 25% are using hosted PBX. 17% 26% 56% 17% 22% 6% Micro Small Medium Hosted service provider In-house PBX Regular phone lines Mobile phone only No phone lines At a current market size of 540M and continued growth on the horizon, business applications are one of the best areas of opportunity in Spain SMB cloud market. Future Outlook Although hosted PBX is still emerging as a key cloud service in Spain, opportunities in this space could be substantial for service providers that integrate hosted PBX into their offerings and educate Spanish SMBs about the offering s business benefits. Because the current base of hosted PBX users is relatively small, the primary opportunities will be among cloud converters and cloud leapers, rather than cloud expanders. We still see lack of awareness, particularly among the micro and small SMBs, as one of the main barriers to this service s adoption. In this year s research, 29% of Spanish SMBs reported that they hadn t heard of hosted PBX before. Despite this relatively low awareness of hosted PBX among Spanish SMBs, many SMBs are considering adding this service, leading to a strong market growth rate of over 39% in future years. The short term opportunity remains largest among medium SMBs 10% of whom definitely plan to add hosted PBX in the next three years. Business Applications Business applications were the fastest growing cloud service for Spanish SMBs in In the past year, business applications grew an impressive 70%, overtaking IaaS to become Spanish SMBs largest category of cloud spending. At a current market size of 496M and 10

13 continued growth on the horizon, business applications are one of the best areas of opportunity in Spain SMB cloud market. Spanish SMBs are using a larger range of business applications, causing many applications categories to grow rapidly during The current top applications remain similar to 2012, although instant collaboration and file sharing have emerged as the clear leading applications. As shown in Figure 10, after instant collaboration and file sharing, payroll and HR applications and phone conferencing are among the other top applications. We expect substantial growth in online business applications to continue as newer SMB-focused offerings become mainstream across all categories of business applications. Figure 10. Paid and free online business applications use by Spanish SMBs (2013) 50% 40% 42% 41% 30% 20% 10% 16% 15% 11% 11% 10% 9% 9% 0% Instant collaboration File sharing Payroll and HR Phone conferencing Online accounting Online backup und storage Online CRM Support / Help desk Web conferencing Micro Small Medium Overall SMBs Future Outlook Spanish SMBs are somewhat conservative about their three year spending on business applications, but we still expect that business applications will be among the fastest growing categories of cloud services in Spain over the next several years. Business applications will remain the largest portion of the SMB cloud service through 2016, reaching 855M and growing at least 20% year-over-year. As with other cloud services, growth will take place among all types of cloud users: cloud leapers that have never used the particular application in-house and are trying it for the first time as an online application; cloud converters switching from their in-house software to the cloud; and cloud expanders increasing their use of online applications, whether by upgrading their current application plans, adding more seats, or expanding their use into additional application categories. Spanish SMBs currently using cloud services are both shifting more software use to the cloud and upgrading free applications to premium paid accounts. As Figure 12 shows, the fastest growing applications over the next three years will stay consistent with the current top applications. File sharing, instant collaboration, and phone conferencing all have 40% or more of SMBs planning to add them in the next several years. Business applications will remain the largest portion of the SMB cloud service through 2016, reaching 855M and growing at least 20% year-over-year. 11

14 Top 3 Fastest growing online applications through File sharing 2 Instant collaboration 3 Phone conferencing Conclusion The Spanish SMB cloud services market grew 45% during the past year, reaching 1.2B in the summer of As the cloud services market continues to mature in Spain, we see a shift from traditional hosting toward new cloud services that help SMBs grow their businesses and increase their productivity particularly communication and collaboration and online applications. Driven by these cloud categories, the entire market will continue to grow solidly at 23% year-over-year, to reach 2.2B in As a result, Parallels sees excellent opportunities for service providers who are able to adapt to the changing cloud services landscape and offer SMBs the widening range of cloud services and applications they need. 12

15 Learn more This Parallels Market Outlook for 2013 report only covers a portion of the extensive data included in Parallels SMB Cloud Insights research. Custom analyses from our entire research database are available for Parallels Partner community members upon request. For more information, please reach out to your sales account manager or us directly at You can also learn more by: Visiting Parallels PartnerNet. For Parallels Partners, register for Parallels PartnerNet and go to the SMB Knowledge Center for more SMB Cloud Insights data analysis and go-to-market materials. Find Parallels PartnerNet at Attending an SMB Cloud Insights webinar. Register for our monthly webinar series highlighting Parallels research and teaching SMB marketing strategy, tips, and best practices to help grow your hosting business. Go to subscribe/ to sign up for webinar notifications. Talking to Parallels Business Consulting team. Parallels Business Consulting delivers services designed to accelerate timeto-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 Parallels Business Consulting team. Get in touch at parallels.com. Please contact with any further questions 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. About Parallels Parallels enables service providers to rapidly launch and efficiently deliver the most profitable cloud services by automating the delivery of the broadest set of solutions demanded by small businesses. Founded in 1999, Parallels is a fast-growing company with 900 employees in North America, Europe, and Asia. For more information, please visit 13

16 Global Headquarters 500 SW 39th Street, Suite 200 Renton, Washington USA main: EUNA Willy-Brandt-Platz Munich Germany main: APAC 3 Anson Road, #36-01 Springleaf Tower Singapore main: For more office locations: 16

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