One-Size-Fits-All Fits None: How to Create Cloud Offers for Industry Verticals

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1 One-Size-Fits-All Fits None: How to Create Cloud Offers for Industry Verticals Joshua Beil, Director Content Marketing and Research John McMillan, Director Business Consulting Services

2 Agenda 1 SMB cloud market Why verticals matter 3 Calibrating your portfolio to win key verticals 4 Emerging vertical-led services opportunities 1

3 Global Market Update

4 SMB Cloud Insights Background annual survey in 19 countries NAME DESCRIPTION WHO WHERE HOW WHAT SERVICES HOW MANY Odin SMB Cloud Insights Odin primary research laser focused on SMB segment Developed by Odin for use with customers Organizations with employees; (1-1k employees in the US only) Decision-maker on IT and technology spending 19 countries (US, Mexico, Brazil, Canada, UK, France, Germany, Spain, Netherlands, Russia, Poland, Japan, China, India, Australia) Annual market survey Segmentation: Micro business: 1-9 employees Small business: employees Medium business: employees IaaS Web presence UC/collaboration Business applications individuals per country

5 Market Insights Review Global SMB cloud market to reach $US 159B by 2018 $US Billions $38 $56 $17 $26 $19 $29 $24 $48 Infrastructure as a Service Web Presence & Web Applications Unified Communications Business Applications CAGR Region 17.2% Global 28.8% Sub-Saharan Africa 23.5% Latin America 21% Asia Pacific 17.8% Europe/Central Asia 17.4% Middle East & North Africa 12.1% North America Source: Odin SMB Cloud Insights (Global) 2015

6 Cloud Service Usage SMB ramping up cloud adoption All SMBs Micro Small Medium All SMBs Micro Small Medium SMBs are adopting more cloud services 50% SMBs today use only one service provider SMBs are open to bundles that make billing easy Source: Odin SMB Cloud Insights (US & Germany), 2015

7 US Market by Segment 2015 & 2018 Small business lead cloud adoption charge $US Billions $2.0 What SMBs are driving business app consumption? $0.3 $0.6 $8.1 $1.3 $3.0 IaaS 1-99 Employees IaaS Employees $0.1 $0.6 Web PresenceWeb Presence Employees Employees $0.9 $0.1 $4.4 $1.3 $4.3 $2.0 $4.4 $1.9 UC 1-99 Employees UC Employees Business Applications 1-99 Employees Business Applications Employees Source: Odin SMB Cloud Insights (US) 2015

8 Why Verticals Matter

9 SMB is a diverse segment 1% Elite Open to Guidance Early adopter Percentage of companies Value technology Architects for growth 51% 48% Open to Guidance Open to Guidance Seek ways to improve Know tech can help Not sure where to start Percentage of spending 8% 10% Basic Open to Guidance Limited tech needs Price conscious 82% Reactive buyer

10 How SMBs Buy Technology Most SMBs rely on similar information sources SMB research methods Trusted advisor Web searching Local IT resource Industry news Verticals that influence Professional services Accountant Legal IT/business consultants Existing service provider 9 Take action Target early adopters & propagate their influence with case studies

11 US By the Numbers Largest verticals retail, pro services & healthcare Millions Retail Trade Professional Services Healthcare Construction Hospitality & Leisure Finance & Banking Real Estate & Engineering Manufacturing Transportation & warehousing Business & IT Services Arts & Entertainment Education Source: US Census 2011

12 Europe By the Numbers Largest verticals retail, pro services & construction Millions Retail & Wholesale Trade Professional Services Construction Manufacturing Hospitality & Leisure Real Estate Activities Transportation & warehousing Information & Communcations Source: EuroStat Census 2011

13 Business application growth Open to Guidance are next wave adopters of cloud US Europe Early Adopters Business & IT services Manufacturing Education services Agriculture Transportation Information & comms Next Wave Finance & banking Real estate & engineering Hospitality & leisure Professional services Healthcare Arts & entertainment Retail trade Finance & banking Hospitality & leisure Healthcare Construction, real estate Education Professional services Manufacturing Retail & wholesale trade 12 Source: Odin SMB Cloud Insights (US & Europe) 2013 & 14

14 Portfolio View

15 The Pivot to Verticals Opportunity to differentiate & rise above competitors Pros Wide appeal Sell significant volumes Good for emerging markets Cons Horizontal Lack of differentiation Pros Relevant business solutions Opportunity to differentiate Cons Vertical Requires large portfolio Perceived as complex Recommendation Target verticals through marketing execution: Evolve strategy over 2-3 years Add vertical products Leverage indirect channel You are here Need to be here 14

16 Portfolio View By Vertical Service category business applications Professional services IT/business services Growth leaders Retail trade Emerging services 15

17 Business Applications Vertical professional services US Europe Recommendation Collaboration Suite Online backup Web/phone conferencing File sharing Instant collaboration Notable Mentions Online accounting HR/payroll Business Suite Web/phone conferencing File sharing Online backup HR/payroll Notable Mentions Online accounting Support/help desk Develop vertical propositions Select 1-2 verticals Create vertical propositions Build out product propositions based on market intelligence and feedback from sales Source: Odin SMB Cloud Insights (US, France, Germany, Netherlands, Poland, Spain, UK) 2013 & 14

18 Business Applications Vertical IT/business management services US Business Suite HR/payroll Web/phone conferencing* File sharing* Instant collaboration* Notable Mentions Online accounting Online backup* Online CRM* Business Suite Web*/phone conferencing File sharing Online backup* HR/payroll Europe Notable Mentions Online accounting Support/help desk* Recommendation Customer testing Test propositions with customers Ideally qualitative and quantitative research Cover insight, messaging and propositions Refine propositions Source: Odin SMB Cloud Insights (US, France, Germany, Netherlands, Poland, Spain, UK) 2013 & 14 * Growth leaders in next 3 years

19 Business Applications Vertical US & Europe growth leaders US Europe Recommendation Manufacturing Collaboration Suite Online backup Web/phone conferencing File sharing Instant collaboration Notable Mentions Online accounting HR/payroll Transportation & Warehousing Business Suite Web/phone conferencing HR/payroll File sharing Online backup Notable Mentions Online accounting Support/help desk Final Design Source ISV s for products that underpin final propositions Complete product and customer experience definition Configure within OSA GTM Execution Source: Odin SMB Cloud Insights (US, France, Germany, Netherlands, Poland, Spain, UK) 2013 & 14

20 Web & Business Applications Vertical retail trade Web Presence Suite Ecommerce SEO Web Apps Security & SSL Mobile optimization Recommendation Build online channel service Migrate from website to online sales channel Global & national reach Business Apps Business Suite Payroll & HR Online accounting Online backup* File sharing Source: Odin SMB Cloud Insights (US) 2013 & 14 * Growth leaders in next 3 years

21 Emerging Services by Vertical

22 Emerging Services Cloud desktops deliver operational savings/benefits Virtual desktop + productivity suite + add-ons Big market potential IDC: WaaS $661M market; 84% CAGR Gartner: $30B global desktop outsourcing market Strong vertical adoption Manufacturing Healthcare Business services Workspace as a Service APS option GetCloudServices 21 Source: Odin SMB Cloud Insights (US) 2013 & 14; Gartner; IDC

23 Emerging Services High deployment costs drive SMB service opportunity Monitors, manages and secures employees' mobile devices Smartphone adoption, BYOD, and flexible working driving need Strong vertical play Manufacturing Healthcare Retail Mobile Device Management Product option: Microsoft EMS 22

24 Bringing it Together

25 Bringing it Together GTM Execution! Vertical Propositions tailored to the needs of that industry underpinned by a clear bundle proposition and a commitment to delivery excellence and support. RETAIL IT/BUSINESS MGMT SERVICES PROFESSIONAL SERVICES MANUFACTURING ON-LINE CHANNEL CREATION Domains & web hosting E-commerce SEO Mobile optimization BUSINESS SUITE Payroll & HR Online accounting Online backup File sharing BUSINESS SUITE Collaboration Web/phone conferencing File sharing Instant collaboration Business Application Services Online backup HR/Payroll Online accounting Support/help desk COLLABORATION SUITE Online Backup Web/phone conferencing File sharing Instant collaboration BUSINESS SUITE Online accounting HR/payroll COLLABORATION SUITE Online backup Web/phone conferencing File sharing Instant collaboration BUSINESS SUITE Online accounting HR/payroll SECURITY & BACK UP With SaaS we can provide you with security and back-up for all your business data BUNDLED SERVICES A standard set of either bundled or linked [ via prices ] services e.g. Broadband SERVICE WRAP A standard or tiered set of service/support services to ensure the service is tailored and implementation effective

26 In Conclusion Key Takeaways 1. Vertical segmentation provide focus on SMBs technology spending 2. Target early adopter verticals they influence other SMBs 3. Opportunity to differentiate & rise above competitors Next Steps 1. Perform portfolio gap analysis with 1 or 2 verticals 2. Create vertical proposition & test it with customers 3. Source ISVs and add services

27 Thank you

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