are you ready for hosting 3.0?
DESCRIPTION
HostingCon 2011 Keynote delivered by Antonio Piraino, VP of Research for Tier1 ResearchTRANSCRIPT
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Antonio PirainoVice President, Tier1Research
Are you ready for Hosting 3.0?
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Tech Bubble 2.0? • “Facebook reached 750m users; 7 billion pieces of content shared on the
site weekly• Facebook was linked to over 100,000 crimes in the UK• “Apple’s15bn app store downloads is growing 9 times faster than
Macdonald’s” (A.Love)
• Apple Embroiled in Patent violations with HTC and Samsung• “Google Android 550,000 a day, 160m Chrome users, $37bn cash, $200bn
market cap”• FTC/EU is investigating Google for possible antitrust violations• Google retiring Google Health online personal health records• “Twitter's July membership increased 50,000 per day with 95 million tweets
a day”• IOC warns athletes out of the London Olympics if they over-step Twitter and
Facebook• “LinkedIn added up to $102/share with $470m revenue and over 100m
users”• Competition with Zynga, and being sunk by Spam• Facebook, Groupon, Zynga, LivingSocial, Twitter, LinkedIn, Pandora
($3bMarket Cap = 16x Revenue), Zillow: $3.5 billion revenue; $200bn Market Cap.
• Demand Media Enterprise Value/EBIDTA: 18-19x ($1bn Market Cap) • Copyright/Trademark infringement issues detracted from market cap <$1bn
Do Not Confuse with Cloud 2.0 or Hosting 3.0!
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Hosting Evolution
Phase 1
Phase 2
Phase 3
Courtesy of onvirtualization.com
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Cloud Computing: Market Separation
Public to Enterprise
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What Changed?
Challenges Hosters will Face
What can you do?
Where to next?
Hosting 3.0
The Opportunity
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ChangeWave U.S. IT Spending Indicator –Net Score
August 2006 – July 2011
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ChangeWave U.S. IT Spending Indicatorvs. S&P 500
August 2006 – July 2011
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Impact on SMB Budget
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Economic Impact
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What’s changed in the business Psyche?• Consumerization of IT Era
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Enterprise Capital Budgets
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What Changed?
Challenges Hosters will face
What Can you do?
Where to next?
Hosting 3.0
The Opportunity
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Courtesy: Jack of all Clouds/Cloudkick
The Distribution ShiftN
um
ber
of
site
s in
sam
ple
s
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The IaaS Opportunity Cost
Source: Tier1 Research/The 451 Group
Reve
nue
$USM
$0
$1,000
$2,000
$3,000
$4,000
2008E 2009E 2010E 2011E 2012E 2013E
Total Cloud Services Revenue EstimatesIaaS Revenue Estimates CAGR70%
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Which format of Cloud?
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Aggregate Cloud ‘As a Service’ Market
CAGR~25%
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Growth in the Rest of the Market
2009 2010 2011* 2012* 2013* $5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
$50,000
$55,000
$60,000
$65,000 Internet Infrastructure Market 2009-2013
Reve
nue
(US$
m)
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Shared hosting revenue has been growing at 7-9% per year
Shared Hosting Revenue 2009-2013
Revenue growth – Shared hosting
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Dedicated hosting revenue has been growing at around 5% per year
Revenue growth – Dedicated hosting
Dedicated Hosting Revenue 2009-2013
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Internet Infrastructure Revenue Mix
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Managed hosting revenue has been growing at around 20% per year
Revenue growth – Managed hosting
Managed Hosting Revenue 2009-2013
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Top Apps driving cloud computing
Business Intelligence/_x000d_Reporting and Analytics
(BI)
Collaboration Tools
Document and Enterprise_x000d_Content
Management (ECM)
Customer Relationship _x000d_Management (CRM)
Email Systems
0% 10% 20% 30% 40% 50% 60%
21%
22%
22%
35%
39%
Cloud Computing: Top 5 Areas that Companies Currently Support Applications Running on Public Cloud Computing Services. Current Share - Jul 2011
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What Changed?
Challenges Hosters will face
What Can you do?
Where to next?
Hosting 3.0
The Opportunity
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Threats to your Hosting Business
• New Entrants & Rivals • Legacy Processes: slow, laborious, manual
• Spending more to be more efficient• SEO suboptimization
• Commoditization• Trusting your vendor
• Lack of Cross/Upsell• Lack of Stickiness
• Cultural Change• Time and Timing
• Where to start in the Cloud game• Price Wars in Cloud Era
• Perceptions around cloud• Getting it wrong
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Growing Competition
• “Facebook began testing an API that lets corporate admins make changes to settings or install applications (July 2011)
• “Google launches new Page Speed Service (on top of SPDY): for Google Sites, Picassa, AppEngine, Apps” (July 2011)
• “Businesses with Microsoft Volume License can run existing Windows Server application licenses on Amazon EC2” (July 2011)
• “Apple has added volume purchasing to its App Store in a bid to entice the enterprise segment: B2B apps for $9.99.” (July ‘11)
• “Intuit and salesforce.com recently announced a deal to integrate QuickBooks with salesforce.com's CRM platform.” (April ‘11)
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Perception wrt Reliability
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Perception wrt Security
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Compute model increasingly complex
• Means More work and complexity• Means more challenges in meeting SLAs
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Cloud
Performance &
Availability
Ticketing
Asset Eventing
29
Storage Networks
Operating Systems Servers
Databases
Video
Management, Control & Transpaency
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What Changed?
Challenges Hosters will face
What Can you do?
Where to next?
Hosting 3.0
The Opportunity
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Options
• Virtualize & Automate• Parallels, Citrix, VMware, HyperV, ISP System, etc
• IaaS stack in a box (plumbing)• Cloud.com, Onapp, Flexient, Eucalyptus, Canonical
• PaaS in a box• Hexagrid, Joyent, Opsource, Morphlabs, Elasticstack
• Don’t forget to focus on Management and Control• Sciencelogic, Nimsoft (CA), BMC
• .. and on Security, reliability and assurances to Customers Means SLAs and more high touch involvement
• Don’t get into the habit of price wars – you can’t afford it!
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Ultimately a decision needs to be made
• Partner, build, be acquired, change shape, compete ?
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Venture Capital Expectations
• % of VCs who expect investments to increase in 2011 in companies related to:
Source: National Venture Capital Association Survey, results Dec 2010
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What Changed?
Challenges Hosters will face
What Can you do?
Where to next?
Hosting 3.0
The Opportunity
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The next phase of cloud computing
http://www.cloudgirlfriend.com/
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Other (MSPs, VARs, Social media)
TelecomProviders
Hosting ProvidersISVsSystems
integrators
Global
Regional
Framing the Consolidation
National
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SaaS/Apps Marketplace Opportunity
Cloud Value
Complex
LooselyCoupled
CRM/SFAHCM
CRM – Call Center SMB
CRM/Marketing Automation
EAM
FMS
Manufacturing And Operations Software
SCP
SCE-TMS
Procurement*
Web Conferencing
E-LearningTeam Collaboration
SMB - ERP
Time
2010 -20062011 -2012+
Test and Development
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Practical Reflections for Service Providers
Commit to a strategy Leveraging
communities, IP software, opensource stacks
Decide between IaaS, PaaS or SaaS Apps Exchange
marketplaces & Mobile apps growing
The biggest Competitor Other Provider,
the internal IT guy or Cloud readiness?
OfferingAssurances Ease of
migratability, integration, usability and tools
Addressing the Security Poverty Line• Means more
than just a pricing change
There is no magic Solution – partnerships are key!• Or Exit
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Cloud 2.0 & Hosting 3.0
1. SLAs driven by business needs2. Automation & Orchestration efficiencies3. High Security (assurance, DR, compliance)4. Granular Monitoring, Mngt & Reporting5. Flexibility of Cost/Pricing and no lock-in6. Consistency in Technology7. Agility, scalability and elasticity8. New management features and Tools9. More Niche plays10. More Consolidation11. Apps/SaaS
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Not a fad… This is Next-Gen Business
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Questions?
Antonio Piraino
Vice President, Tier1 Research
www.tier1research.com