What do Cloud Customers Want

Transcription

1 What do Cloud Customers Want September 2014 Fuld Omniscope 131 Oliver Street, 3 rd Floor Boston, MA USA phone: fax: Boston London Manila Singapore

2 Cloud market is growing, but what do customers want? What We Knew Before the Study Cloud Market is Growing 2014 estimates suggest that businesses in the US would spend ~$13Bn on cloud computing services. Cloud spending continues to grow and organizations see it as one of the top focus of investment. CIOs expect cloud to play a crucial part in empowering the strategic vision of their businesses. With many companies replacing licensed software with web-based subscription versions, cloud computing is said to have reached hyper-growth. The market is estimated to be larger by 20% in six years than initially projected. Non-IT industries, such as manufacturing and clinical research also look at cloud services as a solution to their big data problems. What We Wanted to Know What do Customers Want? What are the key factors driving the choice of a cloud vendor among cloud users in the US and their top-of-mind vendor choices? What brand associations (cloud providers) do customers make for those key factors and attributes? How satisfied are cloud customers / users with their current providers and what would make them consider switching to new providers? What does the adoption behavior look like for cloud services among organizations in the US? Other general insights on the topic of cloud services, e.g. drivers and barriers, opportunities, etc. OMNISCOPE (Confidential) Boston London Manila Singapore 2

3 We tapped into our Tech Community to get answers How We Approached the Study Our Cloud Tech Leaders Community We tapped into Omniscope s Cloud Technology Leaders Community (TLC) to get insights and build a perspective on the cloud market. Who We Surveyed Experienced Cloud Experts We surveyed a subset of our Cloud Technology Leaders Community (spread across different cloud solution providers in the US) on topics, such as awareness and consideration of various brands in the overall selection process of cloud vendors, factors driving the users choice, overall satisfaction levels with existing vendors, etc. OMNISCOPE (Confidential) Boston London Manila Singapore 3

4 SUMMARY OMNISCOPE (Confidential) Boston London Manila Singapore 4

5 Three overarching themes emerged from our discussions Focus on real drivers not just baseminimums Aggressive pricing can help Microsoft and IBM to steal AWS customers Embrace open source and hybrid cloud models Real drivers of customer satisfaction include high performance, load capability, scalability, and upgrades & innovations. All large cloud players (AWS, Microsoft, Google, IBM) are perceived as scalable. Base-minimum attributes for customer satisfaction include reliability, security, elasticity, data resiliency, cost, adaptability and compatibility. AWS and Microsoft fare well on all these attributes. In terms of negative association Microsoft scores low on high performance. IBM is perceived as expensive. Google is perceived as low on adaptability. AWS is still the market leader and their customers are broadly satisfied. However, they are open to switching to lower cost solutions if the price-drop continues. Microsoft and IBM are considered most likely providers as alternatives by the current AWS customers. Microsoft has a real opportunity to entice away AWS customers, if it can a) offer a lower priced alternative, and b) establish itself as a high-performance cloud services provider. IBM, however, may have to work harder to get rid of its expensive image before being able to take away current AWS customers. Google, despite being associated with several positive attributes, will likely have a tough time (despite the price-drop!) since customers find it less adaptable than other solutions. More than two-third of the firms surveyed run web-hosting and analytics applications in the cloud. 87% of the respondents said they use open source technologies and roughly half of them consider it as very important in their operations More than 50% of applications used by majority (or 60%) of the panelists are open source. Almost the same number of those already using open source plan to increase its usage, while only 2% who are currently using proprietary platforms plan on adapting the technology for their operations. About two-third of the respondents surveyed said they employ a hybrid cloud model. OMNISCOPE (Confidential) Boston London Manila Singapore 5

6 Our analysis suggested that the hard-factors (technical aspects) continue to be the drivers for satisfaction for Cloud buyers rather than many of the soft-factors (emotive aspects). Hygienics refer to the base-minimum requirements that customers look for in cloud providers Drivers refer to the attributes that actually determine a customer s overall satisfaction. Potential savers are the attributes that cloud users do not take into consideration when choosing cloud providers. Hidden opportunities are attributes that can soon be future drivers for overall satisfaction. HYGIENICS Reliability Scalability DRIVERS Adaptability has the highest derived importance among the hygienics, emphasizing the importance of ease of integration for users. Elasticity Security Data Resiliency Performance is the top factor for the overall satisfaction of customers. High Performance Stated Importance 1 Cost is a basic consideration but has not been rated high by panelists. Customers do not like solutions that will get them stuck to one vendor. POTENTIAL SAVERS Cost Compatibility Tried and Tested Customized Deployment Stickiness Wide range of purchase options Familiarity with systems Adaptability Ease of Purchase Seamless Mobility Responsive Support Load Capability Agility One-stop-shop solution Provides Better Customer Experience Collaborative Approach Strong media presence Derived Importance 2 Continuous product improvements are also a top driver. Upgrades and Innovations Cloud Management Increasing movement towards the cloud would essentially mean that vendors must provide means for customers to manage multiple cloud infrastructure. HIDDEN OPPORTUNITIES Note: Stated Importance 1 based on top box scores while Derived importance 2 based on overall satisfaction ratings. OMNISCOPE (Confidential) Boston London Manila Singapore 6

7 AWS is the recognized leader in the space that is seen as a scalable, affordable and adaptable service provider, but it doesn t stand out on other key attributes that customers care about Positive Association Negative Association Neutral Cost, Adaptability, Scalability, Ease of Purchase, Tried and Tested Responsive Support, Customized Deployment All Other Attributes HYGIENICS Reliability Scalability DRIVERS Elasticity Security Data Resiliency High Performance Stated Importance 1 Compatibility Tried and Tested Customized Deployment Cost Adaptability Ease of Purchase Responsive Support Load Capability Upgrades and Innovations Agility Cloud Management Familiarity with systems One-stop-shop solution Stickiness Wide range of purchase options POTENTIAL SAVERS Mobility Provides Better Customer Experience Collaborative Approach Strong media presence Derived Importance 2 HIDDEN OPPORTUNITIES Note: Stated Importance 1 based on top box scores while Derived importance 2 based on overall satisfaction ratings. OMNISCOPE (Confidential) Boston London Manila Singapore 7

8 Microsoft is a distant second in the space that is seen as a scalable and data-resilient service provider, but it can do better on building a positive image on performance', which is one of the key satisfaction-drivers for the customers Positive Association Negative Association Neutral Data Resiliency, Scalability, Ease of Purchase High Performance, Responsive Support, Collaborative Approach All Other Attributes HYGIENICS Reliability Scalability DRIVERS Elasticity Security Data Resiliency High Performance Stated Importance 1 Compatibility Tried and Tested Customized Deployment Cost Adaptability Ease of Purchase Responsive Support Load Capability Upgrades and Innovations Agility Cloud Management Familiarity with systems One-stop-shop solution Stickiness Wide range of purchase options POTENTIAL SAVERS Mobility Provides Better Customer Experience Collaborative Approach Strong media presence Derived Importance 2 HIDDEN OPPORTUNITIES Note: Stated Importance 1 based on top box scores while Derived importance 2 based on overall satisfaction ratings. OMNISCOPE (Confidential) Boston London Manila Singapore 8

9 Google is perceived positively by panelists in a number of driver and hygienic factors, though its negative association with adaptability impacts its adoption among users. Positive Association Negative Association Neutral Elasticity, Cost, Scalability, High Performance, Upgrades and Innovations Adaptability, Tried and Tested, Responsive Support, Collaborative Approach, Wide range of purchase options, cloud management All Other Attributes HYGIENICS Reliability Scalability DRIVERS Elasticity Security Data Resiliency High Performance Stated Importance 1 Compatibility Tried and Tested Customized Deployment Cost Adaptability Ease of Purchase Responsive Support Load Capability Upgrades and Innovations Agility Cloud Management Familiarity with systems One-stop-shop solution Stickiness Wide range of purchase options POTENTIAL SAVERS Mobility Provides Better Customer Experience Collaborative Approach Strong media presence Derived Importance 2 HIDDEN OPPORTUNITIES Note: Stated Importance 1 based on top box scores while Derived importance 2 based on overall satisfaction ratings. OMNISCOPE (Confidential) Boston London Manila Singapore 9

10 IBM has a positive reception among cloud users in terms of performance, security and data resiliency; however is perceived to be expensive compared to its peers. Positive Association Negative Association Neutral High Performance, Security, Data Resiliency Cost All Other Attributes HYGIENICS Reliability Scalability DRIVERS Elasticity Security Data Resiliency High Performance Stated Importance 1 Compatibility Tried and Tested Customized Deployment Cost Adaptability Ease of Purchase Responsive Support Load Capability Upgrades and Innovations Agility Cloud Management Familiarity with systems One-stop-shop solution Stickiness Wide range of purchase options POTENTIAL SAVERS Mobility Provides Better Customer Experience Collaborative Approach Strong media presence Derived Importance 2 HIDDEN OPPORTUNITIES Note: Stated Importance 1 based on top box scores while Derived importance 2 based on overall satisfaction ratings. OMNISCOPE (Confidential) Boston London Manila Singapore 10

11 CUSTOMER PERCEPTION AND DECISION PROCESS OMNISCOPE (Confidential) Boston London Manila Singapore 11

12 Brand Awareness AWS, Microsoft, and Google cloud top the awareness measure with 98%, 87%, and 83% of the panelists familiar with the cloud services of the companies. Brand Awareness Level AWS 98% Microsoft 87% Google Cloud Rackspace VMWare IBM Oracle Citrix Joyent Terremark 26% 34% 47% 45% 66% 72% 75% 83% 0% 20% 40% 60% 80% 100% Companies with higher awareness levels are most often the choices of the panelists as cloud provider. Sample Size: n=53 OMNISCOPE (Confidential) Boston London Manila Singapore 12

13 Brand Considerations and Decision-Making AWS is the top considered brand among cloud users, even among users of solutions from other vendors. 80% 60% 40% 20% 0% Alternative Brands for AWS Users 62% 51% 28% Alternative Brands for Microsoft Users Base AWS Google Cloud Rackspace n= % of AWS users considered Microsoft while another 51% considered IBM before their decision to use AWS Ease of integration was a key factor driving the choice since shorter POC periods (<2 weeks to 4 weeks) is attributed to AWS. AWS also tops the alternatives list of companies using other solutions followed by Google cloud and Rackspace weeks 11% Duration of POC/Evaluation >12 weeks 21% 5-8 weeks 25% <2 weeks 23% 3-4 weeks 21% Top Management: 45% Mid-Management: 40% Production Team: 15% Decision-Making Final purchase decisions primarily lies with the top management, as cited by 45% of the cloud users. Brands with higher awareness levels are often the choice of decisionmakers; however, inputs from midmanagement (and production teams) strongly influences the decisions. Sample Size: n=53 OMNISCOPE (Confidential) Boston London Manila Singapore 13

14 Key Drivers Analysis Companies ultimately choose vendors who can provide high performance and scalable solutions that have high load capacity. Stated Importance 1 Cost is among the basic requirements for technology acquisitions. m a w p c o j POTENTIAL SAVERS f d r k t v n u x y e b s Derived Importance 2 Performance is the top driver for overall satisfaction among cloud users. Cloud vendors should consider focusing on improving cloud management features as this is likely to boost future sales. DRIVERS HIDDEN OPPORTUNITIES Stated Importance 1 based on top box scores. Derived importance 2 based on overall satisfaction ratings. Note: 1,2 Refer to Appendix 1 for details. h q Soft attributes such as ease of purchase, responsive support, and customized deployments, among others, have a little influence in driving cloud purchase decisions. i l g Sample Size: n=53 c d o j a e f g i h b w r m k t v p u x n y l q s Reliability Security HIDDEN OPPORTUNITIES (future drivers) Cloud management (e.g. account monitoring) Agility HYGIENICS (base requirements) Elasticity (e.g. being able to scale up or out) Data Resiliency and Recovery Cost (Affordable) Adaptability/ ease of integration Compatibility of tools across platforms DRIVERS (needed to increase overall satisfaction) High performance (Throughput and latency) Upgrades and Innovations Load Capability Scalability (i.e. being able to increase capacity) POTENTIAL SAVERS (least important factors) Is tried and tested/ has a proven track record Ease of purchase Customized deployment Responsive support (e.g. immediate troubleshooting services) Familiarity with the systems Provides one-stop shop solution Stickiness Seamless mobility Collaborative approach towards creating new product features (e.g. based on customers feedback) Wide range of purchase options (e.g. packages bundles etc.) Strong media presence (e.g. traditional and social media) Provides better customer experience OMNISCOPE (Confidential) Boston London Manila Singapore 14

15 Brand Association 1 AWS and/or Google are strongly associated with a number of factors considered when selecting a cloud vendor. Classification Attributes/ Brand AWS Citrix Google IBM Joyent Microsoft Oracle Hygienics Drivers Potential Savers Hidden Opportunities Reliability Security Elasticity (e.g. being able to scale up or out) Data Resiliency and Recovery Cost (Affordable) Adaptability/ ease of integration Compatibility of tools across platforms High performance Upgrades and Innovation Load Capability Scalability Is tried and tested/ has a proven track record Ease of purchase Customized deployment Responsive support Familiarity with the systems Provides one-stop shop solution Stickiness Seamless mobility Collaborative approach towards new product features Wide range of purchase options Strong media presence (traditional and social media) Cloud management (e.g. account monitoring) Agility Provides better customer experience Rackspace Tere-- mark VMWare Positive Association Neutral Negative Association Though drivers for overall satisfaction are strongly associated with Google, users find Google cloud difficult to integrate and therefore, goes with AWS. In addition, adaptability, familiarity with systems, and being tried and tested are the unique attributes associated to AWS. Cloud users consider AWS, Google cloud, and Microsoft to be the most scalable. In terms of cost, AWS and Google cloud are top of mind choices Note: 1 The associations are based on perceptions and not on actual performance. Assessment of the actual performance measures can be made as a follow-up study. Please refer to Appendix 1 for details. Sample Size: n=53 OMNISCOPE (Confidential) Boston London Manila Singapore 15

16 Overall Satisfaction Cloud users are, in general, satisfied with their existing cloud providers; however, a sizeable portion of them are likely to switch to a new vendor if the price drop trend continues. Satisfaction Level OVERALL Based on n=39 A majority (~85%) of the users, both overall and AWS, are satisfied with their existing cloud vendor. In general, 3 of 10 users consider the performance of their existing cloud service provider to be very satisfactory. In case of AWS users, roughly 2 of 5 users find their brand to be exceptionally good. Based on n=7 Very Satisfied Satisfied Neutral Looking for Alternative Providers 58% NO 42% YES Brand Switching Open to Switch with Further Price Drop Originally no but will change mind 16% 42%YES 42%NO 16% of the users, who have no plans of switching providers, are likely to change their minds if the price drop trend continues. While AWS users are likely to switch to Microsoft or IBM, users of other vendors are likely to switch to AWS or Google cloud (companies who are strongly associated with affordability). Sample Size: n=53 OMNISCOPE (Confidential) Boston London Manila Singapore 16

17 Migration to the Cloud Enterprise IT architect and Custom App Developers would be needed as the workload in the cloud increases. Will port other applications to the Cloud Whether or Not Different Set of Skills is Needed Skills of Great Demand 4% No 28% No 26% 16% 12% Yes 72% Yes 74% 68% Movement of IT infrastructure towards the cloud continues, thus an increasing market for cloud vendors. Migration to the cloud would ultimately mean a change in the composition of IT teams and the necessary skills to operate. Mobile Developers Enterprise IT Architects Custom App Developers Others Note: * Others include Software engineers, Devops, and Automation Scripting Sample Size: n=53 OMNISCOPE (Confidential) Boston London Manila Singapore 17

18 Overall Perception of the Cloud Majority (55%) of the users view their cloud services as Houdini s mystery metamorphosis box. Another 23% consider it important to maintain a relationship with, though find it hard to understand. Panelists Perception of the Cloud 55% 23% 4% 17% 2% Houdini s mystery metamorphosis box where we don t know how it works but are satisfied with the results A member of my family that I don t get along with but must still maintain a relationship A con artist, who borrows our wallet, takes our money then expects a thank you for the service A fine-tuned Swiss watch with lots of features that always work precisely as advertised A dull but trusted bank safety deposit box OMNISCOPE (Confidential) Boston London Manila Singapore 18

19 COMPANY CLOUD ENVIRONMENT OMNISCOPE (Confidential) Boston London Manila Singapore 19

20 Cloud and Cloud Usage Approximately 64% of the companies surveyed employ a hybrid cloud model, where on-premise IT infrastructure is connected to the cloud. Of this, over half connect using direct routes. 100% 80% 60% Percentage of IT Infrastructure in the Cloud 51 75% 9% >75% 36% Cloud to On-premise Connection Used (n=34) 9% Others * 13% Through a staging database Companies prefer to maintain on-premise infrastructure driven by their concerns around data security, esp. for mission critical applications, while they use the cloud mainly for non-critical applications. 40% 20% 0% 26 50% 13% <25% 42% 27% Through the Internet 53% Direct Routes Note: * Others include AWS VPN or cloud and on-premise infrastructure not connected 80% 60% 40% 20% 0% 72% 70% Applications in the Cloud 45% 45% 43% 26% A majority (~70%) of the firms surveyed were found to be running web hosting and Analytics applications in the cloud. 19% 15% 11% Web Hosting Services Analytics Enterprise Data Warehouse CRM Applications Enterprise Service HCM Applications Software Driven Network Procurement and Auditing Applications Others Sample Size: n=53 OMNISCOPE (Confidential) Boston London Manila Singapore 20

21 Hybrid Cloud SSL is the most common means of data security for firms with hybrid cloud models. Integration of on-premise infrastructure with the cloud is at the data- or application-level for most of the firms. Security of Data VPC 38% SSH 13% SSL/TLS 49% Integration with Existing on-premise or other Cloud systems Protocol port 6% Data Integration 32% Others 3% Application Integration 59% DATA SECURITY: HEARTBLEED BUG Early in 2014, the Heartbleed bug, a security threat to systems using SSL for security, was discovered. Though it only affected mobile phones running the Android OS, it sparked concerns on the security of the cloud that also uses SSL to secure data in transit. After this discovery, 54% of the cloud users have reviewed security procedures in the cloud to assure data security. Another 27% contacted their current provider to assure that the bug will not affect them. The remaining 16% either moved sensitive data on-premises (8%) or added security layers (8%) to their cloud infrastructure. Response to Heartbleed Bug, n=26 4% 8% 7% 27% 54% Reviewed Current Procedures Contacted cloud provider Added Other Security Layers Moved sensitive data on-premise Other Sample Size: n=53 OMNISCOPE (Confidential) Boston London Manila Singapore 21

22 Open Source (1/2) 87% of the respondents use open source technologies and 52% of them deem it as very important in their operations. Usage of Open Source Technology (OST) No 13% Yes 87% Percentage of Applications Using Open Source >75% 38% 51 75% 22% <25% 13% 26 50% 27% Will port other applications to open source No 11% Yes 89% More than 50% of applications used by majority (or 60%) of the panelists are open source. Almost the same number of those already using open source plan to increase usage of the technology while only 2% who are currently using proprietary platforms plan on adapting the technology for their operations. Importance of Open Source Technology (Base: Total OST Users, n=46) 52% 26% 11% 9% 2% Definitely Important Definitely Not Important OMNISCOPE (Confidential) Boston London Manila Singapore 22

23 Open Source (2/2) A great majority of cloud users that are employing open source technologies use it as an analytic tool, EDW, and storage. Part of Architecture using Open Source 61% 57% 54% 46% 41% 41% 61% of the 71% who have data analytics are using OST. 15% Analytics Tool Data Warehouse Storage Staging Database Networking Solutions Load Management Others Note: Others include: Compilers, language libraries, DB search engine, application servers 72% Open Source Technology Services Used in the Cloud (Base: Total OST Users, n=46) 65% 57% Apache projects like Hadoop are widely used among those using open source technology. 26% 17% 2% 20% Hadoop NoSQL Hadoop-related Projects OpenStack KVM OpenDaylight Others Note: Others include: MySQL, MongoDB, Linux Stack Server, Spring, Hibernate, Tomcat, Jboss, and CloudStack OMNISCOPE (Confidential) Boston London Manila Singapore 23

24 APPENDIX 1. Methodology Addendum 2. Respondent and Company Profiles OMNISCOPE (Confidential) Boston London Manila Singapore 24

25 Appendix 1 Methodology Addendum Rationale for using Derived Importance Although frequently done, measuring significance through traditional Likert scales is not really recommended in determining importance because of the following reasons: Importance scales often do not provide adequate discrimination and differentiation between product features, especially when viewed in aggregate People use scales differently and respondents tend to calibrate their responses to previous scores One person s number 5 rating might be another respondent s number 3 rating, which will definitely distort the top box measures. In this case, the very nature of scales that values are relative and not absolute can cause misinterpretation of the results. Through the use of Derived Importance, the relative impact of the attributes on critical performance metrics (i.e., Overall Satisfaction) can be measured. This approach uses correlations which will give us an idea on what are the attributes with actual relevance the higher the correlation between each of the specific attributes and overall satisfaction, the more influence that attribute has on satisfaction, thus the more important it is. Quantitative Tools/ Techniques Used The following quantitative techniques were used in order to identify the drivers of overall satisfaction of cloud service users. Modified Kruskal s Analysis: Gives the ranking of attributes based on importance. A set of algorithms is used in processing partial correlations of attributes with respect to Overall Satisfactions scores. The results are then mapped out against the stated importance ratings to come up with a Quad Map. Quad Map: Shows the grouping of attributes based on stated and derived importance (i.e., the MKA outputs), with the following quadrant definitions: Hygienics: Of secondary importance; need to be maintained as these are somewhat expected by the users Drivers: Key drivers of overall satisfaction; should be focused on Potential Savers: should be least prioritized as these are viewed unimportant Hidden Opportunities: have high actual relevance but not apparent yet. Might be appreciated by the users in the future OMNISCOPE (Confidential) Boston London Manila Singapore 25

26 Appendix 2 Respondent Profile Fuld TLC panelists are experts in the cloud space in the US coming from different roles within IT and non-it firms. Breakdown by Location Breakdown by Role % C-Level CEO, CTO, COO, President, Founder, Managing Partner % 25% Mid-management Senior Database Administrators, Senior Data Warehouse Architects, Senior Software Engineers, Principal Technical Consultants 6% Production Team Java Developer, Cloud Solutions Architect, Software Engineer, Infrastructure Architect, DevOps Engineer Breakdown by Type of Firm 68% IT Firm 32% Non-IT Firm 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% The panelists were recruited from a pool of 1,000 applicants and were filtered based on their years of experience in Cloud solutions. OMNISCOPE (Confidential) Boston London Manila Singapore 26

27 Appendix 2 Company Profile Panelists come from firms with varying sizes of global IT teams and income ranges. Revenue Range (Non-IT Firms) US$500M - US$1B 18% >US$1B 35% <US$10M 12% US$10M - US$100M 24% US$100M - US$500M 12% Non-IT Firm, 32% Size of Global IT Teams* Companies Represented IT Firm, 68% US$500M - US$1B 3% US$100M - US$500M 6% US$10M - US$100M 22% 25% 11% 17% 11% 6% 14% 17% Revenue Range (IT Firms) >US$1B 14% <US$10M 56% Approximately 31% of the companies have large global IT teams with sizes ranging from hundreds to thousands. IT Firms expenditure on IT infrastructure, n=36 14% 19% 14% 8% 14% 31% <2% of revenues 2 4% of revenues 21% 23% 11% 17% 11% 17% <$10,000 $10,000 $50, % of revenues 7 8% of revenues Annual Average Expenditure on Cloud Services, n=53 $50,000 $100, % of revenues $100,000 $300,000 $300,000 $500,000 >10% of revenues >$500,000 Approximately 45% of the companies surveyed are spending $100,000 or more for Cloud services. IT firms surveyed, on the other hand, spend more than 10% of revenues for its IT infrastructure. Note: * Applicable to IT firms only OMNISCOPE (Confidential) Boston London Manila Singapore 27

28 Fuld Omniscope ( is a Boston, Massachusetts-headquartered next-generation strategic research and analytics firm serving corporations and investment professionals across a variety of industries. The firm helps clients with business issues related to growth, customers, monitoring and other topics. Contact us at info.omniscope@fuld.com to know more about our Cloud Tech Leadership Community and other services. North America (Global US Headquarters ) 131 Oliver Street, 3rd Floor Boston, MA USA Phone: +1 (617) Fax: +1 (617) Europe (London, United Kingdom) 20 Conduit Street London W1S 2XW UNITED KINGDOM Phone: +44 (0) Fax: +44 (0) Asia-Pacific (Manila, Philippines) 3402 One Corporate Centre Julia Vargas cor. Meralco Ave. Ortigas Center, Pasig City PHILIPPINES Phone: +63 (2) (Singapore) 20 Cecil Street #14-01 Equity Plaza SINGAPORE Phone: