AMI-Partners. SMB Managed Services Assessment Opportunities & Actionable GTM Insights

Transcription

1 SMB Managed Services Assessment Opportunities & Actionable GTM Insights AMI-Partners 546 Fifth Avenue, New York, NY

2 This study delivers an in-depth look at managed services usage among SMBs. Market Opportunity & Outlook Managed Services Competitive Landscape User vs. Non-User Segmentation Adoption by Type of Managed Service Buying Behavior, Purchase Channels 2

3 A $98 b Market by 2019 (Commercial Small and Medium Enterprises) Total U.S. SMB IT Services Spending* ($b) $73 $77 $98 Of the 6.6 million SMBs in the U.S., 1.4 million are using some form of remotely managed service The on-premise IT services (e.g. support, consulting) market will experience limited growth (4% CAGR) over the next five years. Spend By Type 14 On- Premise Services 83% Remotely Managed 17% Total - $73 b SB vs. MB Breakout 14 MB 41% SB 59% Total - $73 b Remotely managed IT services will grow much more rapidly (14% CAGR) during the same time frame. SBs drive almost 70% of total remotely managed services opportunity. *Includes spending on: On-Premise IT services such as computing support, software support, storage support, and network/security support Remotely Managed IT services such as managed networking, PC/devices, servers, storage, and security 3

4 Four Drill Down Modules Provide Actionable GTM Insights Module 1: U.S. SMB Managed Services Landscape, Opportunity Assessment & Outlook This study provides an in-depth assessment of the SMB market s consumption of managed services. Purchase influencers and buying behavior Profiles of users, interested, and non-users 12 Employee Bands 19 Vertical Industries 8 Routes-to-Market (RTM) Module 2: Managed Services Market Size and Outlook ( ) On-premise IT services, e.g., support, consulting, etc., as well as remotely managed IT services, e.g., PCs, networking, servers, MMS, etc. spending and firm counts by employee size bands and vertical industries Module 3: Managed Services GTM Segmentation & Customer Acquisition Deep profiling of high lifetime value SMBs with strong propensity to acquire managed services business solutions Value propositions, messaging and engagement approach Module 4: Marketing Through the Channel Partner Ecosystem Channel partner managed services-related preferences, plan & capabilities RTM forecast managed services-related spending through channel partners and other routes to market 4

5 Market Sizing and Forecast Drill Down Employee Sizes Verticals Routes to Market Metrics Small Business 1-4 Employees 5-9 Employees Employees Employees Employees Medium Business Employees Employees Employees 1. Agriculture/Mining 2. Banking/Financial 3. Construction 4. Discrete Manufacturing 5. Healthcare 6. Hospitality 7. Information & Media 8. Insurance 9. Life Sciences 10.Other Services 11.Pharmaceuticals 12.Process Manufacturing 13.Professional Services 14.Real Estate 15.Retail 16.Telecommunications 17.Transportation 18.Utilities 19.Wholesale 1. Vendor Direct 2. CPs: Channel Partners, Value Added Resellers (VARs) 3. DMR: no retail presence 4. Retail 5. SIs: Large/Medium System Integrators 6. MSPs: Managed Service Providers 7. SPs: Service Providers, Telecom Providers, Mobile Network Carriers, and Cable Network Operators 8. Hosters Product Support Services Spending Includes: Computing Support Networking Support Security Support Software Support Storage Support Professional Services Spending Includes: Development & Integration IT Consulting Process Management Remotely Managed IT Services Spending Includes: Remotely Managed Mobile Device (MMS) Remotely Managed Networking Remotely Managed PBX Remotely Managed PCs Remotely Managed Security Remotely Managed Servers Remotely Managed Storage 5

6 Deliverables Module 1: U.S. SMB Managed Services Landscape, Opportunity Assessment & Outlook Module 2: Managed Services Market Size and Outlook ( ) Module 3: Managed Services GTM Segmentation & Customer Acquisition Module 4: Marketing Through the Channel Partner Ecosystem Executive Summary Managed Services Opportunity/TAM Managed Services User vs. Non- User With Interest vs. Non-User With No Interest Profile Firmographics, Mindsets, and Attitudes Key Managed Services Currently Utilized, Interest, and Purchase Channels Key Applications & Services Utilized in Addition to Managed Services Managed Services Buying Behavior and Decision Making Process Number of firms using onpremise products support, professional services and remotely managed IT services Spending forecast by employee size and vertical industry SMB Segments: ICT & Cloud Opportunity Size & Spending Intensity Unique Defining Characteristics Across Segments Firmographics Nature of Cloud Usage and Planned Investments Cloud Applications Cloud Security and Data Storage/ Back-up Solutions Remotely Managed IT Services (RMITS) Managed Vs. Unmanaged: IT Management Environment Engaging Tier 1 and Tier 2 SMBs Channel Partner ICT & Managed Services Opportunity Size Firmographics Cloud Competencies and Plans Channel Partner Cloud Portfolio (SaaS, IaaS, RMITS) Cloud Platforms and Hosting Models Utilized Key Types of Services Offered both on-premise and managed IT services Sales and Marketing Motions Vendor Relationships and Support Required Managed Services Competitive Landscape 6

7 Module 1: SMB Managed Services Landscape, Opportunity Assessment & Outlook Outline Executive Summary Managed Services Opportunity/TAM 1.US spending on ICT, Cloud, RMITS by Size Segments and growth from Managed Services User vs. Non-User With Interest vs. Non- User With No Interest Profile Firmographics o Employee size o PCs used o Revenues o Vertical industry o Number of locations o IT management (FT vs. PT), Spending on service & support Attitudes/Mindsets o View of economy o Business challenges o Business Goals o IT issues o Likelihood to migrate more spending to cloud o Likelihood to migrate more spending for SaaS and IaaS Key Managed Services Currently Utilized, Interest, and Purchase Channels 1.Key managed services currently used 2.Interest in managed services 3. Purchase Channels including spending Key Applications and Services Utilized in Addition to Managed Services Key Cloud and On-Premise Solutions currently and planned to use o All apps (productivity, security, line of business) o Key Infrastructure solutions (Networking etc) Purchase channels Security events experienced Managed Services Buying Behavior and Decision Making Process Decision making and purchase process for IT Personnel involved in decision making at various stages Sources used for decision making Use of social media Managed Services Competitive Landscape Providers Overview and ranking of top and up and coming providers of select RMITS services o Performance/Penetration/Financials o Solutions Offered/Pricing Models/Features o Service and Support Offered o Target Customers o RTM o Key Acquisitions o Solutions Overview of top RMM software solutions used by businesses to provision RMITS services 7

8 About AMI-Partners GLOBAL END-USER/IT-USER RESEARCH INVESTMENT Founded in 1996, each year AMI invests in the industry s most comprehensive primary researchbased surveys with several thousand SMBs (targeting IT and business decision makers TDMs/BDMs) in SBs (1 to 99 employees) and MBs (100 to 999 employees) globally across North America, Europe, the Asia Pacific and Latin America to update its proprietary knowledge base and models. Markets are gauged on an annual basis via comprehensive tracking platforms. Countries covered include: North America: U.S., Canada Latin America: Western Europe: EEMEA: Asia-Pacific: Philippines, Brazil, Mexico France, Germany, U.K., Spain, Italy, Russia, Czech Republic, Poland, Turkey Australia, Japan, China, India, Singapore, Thailand, Malaysia, Indonesia, S. Korea, Taiwan, Hong Kong, New Zealand, Vietnam, Pakistan, Bangladesh, Sri Lanka EMPLOYEE SIZE SEGMENTS AMI defines small businesses as those with 1 to 99 employees, further classified into several sub-categories (1-4, 5-9, 10-19, and employees); medium businesses as those having 100 to 999 employees, further classified into ( , and employees) ; and large businesses as those with 1,000 or more employees (further classified into 1,000-2,499, 2,500-4,999 and 5,000+), in each of the countries that AMI tracks. AMI also tracks home-based businesses (HBBs) and public sector (government and education) across various geographies. GO-TO-MARKET SEGMENTATION AMI has successfully applied our GTM segmentation and predictive modeling expertise to bring marketing clarity to the worldwide SMB market. We have deployed actionable segmentation models and prospect lists tied to specific product campaigns/lead gen activities across various geographies. TAM/FORECAST MODELS AMI s Global Model (GM) is the IT industry s most comprehensive market sizing, forecasting and market planning tool. Over 110 separate ICT sub-categories are sized/forecasted for all geographic regions, further broken out by 12 employee-size and 19 vertical markets. Regional and worldwide roll-up views are provided, and RTM overlays are available. Each year AMI augments the model with additional geographic breakouts and technologies, including in-country regional breakouts (top metros/cities). CHANNELS/RESELLERS In addition, AMI tracks the SMB & LB channel partner markets covering various areas including channel partner demographics, product/service offerings, customer characteristics, business models, cloud transformation. key vendors, etc. The channel partner studies involve oneon-one in-depth interviews as well as structured quantitative surveys across leading countries in North America, Latin America, Europe and Asia. 8