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Three of Four Cloud Purchasers Agree: Insights from TBR’s Public Cloud Adoption Study

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Cloud computing capabilities are growing increasingly complex, but cloud implementation remains a simple, fast solution for companies that wish to increase capacity and speed access to data and …

Cloud computing capabilities are growing increasingly complex, but cloud implementation remains a simple, fast solution for companies that wish to increase capacity and speed access to data and applications. Infrastructure as a service (IaaS), platform as a service (PaaS), and software as a service (SaaS) have different use cases, benefits and buyers - and cloud adoption rates of these three offerings are similiarly varied. In TBR’s new Cloud Computing Adoption report, we reveal results derived from interviews with approximately 1,500 users, including questions such as:
• Who is adopting cloud?
• What types of cloud services are being adopted?
• What are the barriers to cloud adoption?

On Feb. 15 as Stuart Williams, Director of the TBR Software Practice, answered the questions above and provided additional insights gained from this research on adoption, budgets, purchase intention and potential objections.
Questions addressed included:
• How big is the opportunity for public cloud services?
• How likely are customers to buy cloud services in coming months?
• What are the most important criteria, and how much are customers willing to pay to meet them?
• Who are the top vendors in PaaS, IaaS and SaaS?
• What do customers expect from a solution?

For more information contact us at marketing@tbri.com

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  • Cloud 2.0- Slide 11
  • Starting pointUnconsolidated workloadsPoint solutions Three key trends in the migration of IT workloads to the cloud:Server ConsolidationIntegrating and consolidating point solutions to work togetherVirtualizationCloud Services

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  • 1. TBRT ECH N O LO G Y B U SIN ESS RESEARCH , IN C. Three Out of Four Purchasers Agree: Insight from TBR’s Public Cloud Adoption Study SOFTWARE BUSINESS QUARTERLYSM Original Webinar Date: February 15, 2012 Presenter: Stuart Williams, Software Practice Director (stuart.williams@tbri.com) TBR Webinar Series Winter 2012
  • 2. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Today’s Presenter Stuart Williams Director, Software Practice Technology Business Research, Inc. (TBR) Twitter: @s2_williams 2
  • 3. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Three out of four IT buyers want pubic cloud services... Are you ready to sell them what they want? Adoption remains on the upswing. Market opportunity is growing Buyers are considering multiple vendors Dominant vendors have not emerged Applications lead adoption. Buyers are looking for solutions Software and Infrastructure-as-a-Service lead Vendors must get past security issues of businesses either use or plan to purchase a public cloud service in 12 months of non-adopters plan to purchase a SaaS application within 12 months 74% 65% SOURCE: TBR WINTER 2011, CLOUD COMPUTING ADOPTION STUDY; TOTAL N= 1,496 3
  • 4. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Nearly three-in-four businesses are either using or planning to purchase public cloud Drivers and Barriers are varied – but cost reduction and security remain on top Customers want to shift more sophisticated workloads to the cloud Part One: Adoption of Public Cloud Services In order to capitalize on the vast public cloud opportunity, vendors need to first understand the drivers of adoption 4
  • 5. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Cloud adoption is near 40% - with equal public and private cloud adoption - and 54% intend to add public cloud Out of the 1,496 respondents who participated in the study, 39% have adopted cloud computing 54% of respondents intend to add public cloud services within 12 months SOURCE: TBR WINTER 2011, CLOUD COMPUTING ADOPTION STUDY; TOTAL N= 1,496 N= 1,496 IT Decision makers and Line of Business Managers in U.S Overall Cloud adoption rate = 39% Public Cloud adoption rate = 20% FIGURE 1.0 Overall Cloud Adoption Rates 5 Part One: Adoption of Public Cloud Services
  • 6. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Not only is overall adoption increasing, but cross-cloud adoption is increasing for applications, platforms and infrastructure Adoption Rates for Public Cloud 20% of the respondents have adopted public cloud and 54% are considering adoption of public cloud SOURCE: TBR WINTER 2011, CLOUD COMPUTING ADOPTION STUDY; TOTAL N= 1,496, N=302 FOR PUBLIC CLOUD ADOPTERS 54% 26% 20% N=1,496 Adopted Public Cloud Not Considering Public Cloud Considering Public Cloud Public Cloud Segment SaaS 69% IaaS 53% PaaS 50% N=302 for public cloud adopters N=302 for public cloud adopters FIGURE 1.1 FIGURE 1.2 6 Public Cloud Adoption Additional Adoption of Private Cloud Part One: Adoption of Public Cloud Services
  • 7. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. The overall Public Cloud revenue opportunity is growing in line with adoption… SOURCE: COMPANY DATA; TBR ESTIMATES $2.41 $2.68 $3.07 $3.17 $3.19 $3.81 $4.14 $9.88 $12.86 $18.10 $5.98 $6.44 $7.26 $7.92 $8.58 $9.24 $10.31 $23.00 $33.00 $43.00 $- $5 $10 $15 $20 $25 $30 $35 $40 $45 3Q10 4Q10 1Q11 2Q11 3Q11 Fst 4Q11 Est 1Q12 2010 Est. 2011 Est. 2012 Estimated Public Cloud Revenue Aggregated TBR Public Cloud Landscape Revenue and Growth TBR Public Cloud Market Covered in the Cloud Market Landscape Report TBR Public Cloud Market Estimate EstimatedPublicCloudRevenue(in$Billions) Calendar Quarter TBR EstimatedPublicCloudRevenue(in$Billions) TBR 42% year-to-year quarterly growth Calendar Quarter Calendar Year TBR’s 3Q11 Public Cloud Market Landscape includes a top-down cloud market estimate and a bottom-up tracker of over 35 vendors. Total Public Cloud Market Public Cloud Market Revenue in TBR’s covered vendors Part One: Adoption of Public Cloud Services 7
  • 8. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. …however monetization is greater for SaaS than Paas and IaaS TBR estimates a revenue spike across segments in 4Q11 due to seasonality. Although SaaS accounts for the majority of TBR’s public cloud market revenue, PaaS and IaaS are experiencing rapid growth and once implemented, are more sticky than SaaS and closer to customers’ core business processes. 70% 8% 22% SaaS YtY Growth: 38% PaaS YtY Growth: 43% IaaS YtY Growth: 50% SOURCE: COMPANY DATA; TBR ESTIMATES % CML Revenue Part One: Adoption of Public Cloud Services 8
  • 9. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. SaaS has the highest adoption rate spurred by complete business suites, project management, desktop and messaging Public Software-as-a-Service Key Findings What you need to know SaaS saw the highest adoption rate among public cloud adopters, at 69% with cost savings acting as the major driver. • SaaS will continue to gain momentum across all market segments from SMBs to enterprises • As SaaS offerings continue to scale and vendors continue to build offerings by considering buyer infrastructure limitations and integration needs Google and Microsoft are clear leaders in the SaaS-based desktop and messaging markets. Microsoft is winning with public cloud deployments of its widely used Office suite. Google Apps is in direct competition with Microsoft Office 365, and is positioning itself as a more cost effective complete business suite Both public cloud purchasers and non-purchasers are considering purchasing SaaS-based project management, desktop and messaging solutions in the near future. SaaS spending will continue to grow across multiple business applications, however complete business suites, project management, desktop solutions and messaging drive will continue to drive adoption in the SaaS market Adoption Rates & Drivers Vendor Selection Key Offerings SOURCE: TBR WINTER 2011, CLOUD COMPUTING ADOPTION STUDY; N =302 FOR PUBLIC CLOUD ADOPTERS, N FOR SaaS ADOPTERS = 209 Part One: Adoption of Public Cloud Services 9
  • 10. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Though there are few established leaders and mature offerings, rapid growth will transform the PaaS market Key Findings What you need to know 50% of cloud adopters surveyed have adopted PaaS offerings with cost and increased functionality being the key drivers to purchase from both traditional and pure play cloud vendors • PaaS is gaining increasing importance as customers migrate application development to the cloud • The market will see increased adoption as customers customize and develop new applications Besides IBM leading the market share of testing for development, there are no clear winners, indicating its nascent state and opportunity for vendor penetration and growth • Emerging solutions will have the opportunity to gain significant share in the rapidly growing space • Increased adoption of SaaS solutions is leading to integration issues and will create a portfolio of opportunities for PaaS vendors Though Storage for development has higher adoption rates, all PaaS offerings will see relatively equal traction in the market in the next 6 months • The PaaS market is still in evolvement stages • All PaaS segments will experience fast paced growth in coming quarters as customers develop custom applications for both internal use and as product add-ons Adoption Rates & Drivers Vendor Selection Key Offerings Public Platform-as-a-Service SOURCE: TBR WINTER 2011, CLOUD COMPUTING ADOPTION STUDY; N=302 FOR PUBLIC CLOUD ADOPTERS, N FOR PaaS ADOPTERS=152 Part One: Adoption of Public Cloud Services 10
  • 11. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Demand for storage due to increased data volume drives IaaS Key Findings What you need to know • Based on the survey results, 53% of the cloud adopters have purchased IaaS offerings • Drivers include cost savings, scalability and increased data volume • As customers gain trust in public cloud solutions, IaaS adoption is increasing and becoming a core part of the IT system • However, basic storage and computing IaaS will quickly become a commodity • No clear winner emerged –a mix of traditional and pure play vendors such as Amazon, Rackspace, IBM and HP • Vendors offering public and private cloud have better opportunity based on the overall cloud adoption trend • Security – from the hardware level to the application to user control and compliance – remains a fundamental barrier to adoption • Vendors than can certify their cloud offerings – and ecosystem – will have an advantage • More than 65% customers reported having purchased storage solutions • Nearly 50% of non-adopters plan to purchase storage in the next 6 months • Storage offerings will continue to drive the sales of IaaS offerings among both cloud adopters and non-adopters • Vendors can also expect cloud-based systems management to see increased future growth from cloud adopters Adoption Rates & Drivers Vendor Selection Key Offerings Public Infrastructure-as-a-Service SOURCE: TBR WINTER 2011, CLOUD COMPUTING ADOPTION STUDY; N=302 FOR PUBLIC CLOUD ADOPTERS, N FOR IaaS ADOPTERS =161 Part One: Adoption of Public Cloud Services 11
  • 12. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Nearly three-in-four businesses are either using or planning to purchase public cloud Drivers and Barriers are varied – but cost reduction and security remain on top Customers want to shift more sophisticated workloads to the cloud Part Two: Drivers and Barriers to Pubic Cloud Adoption Making the jump to public cloud services is a leap of faith for many 12
  • 13. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Leading Purchase Influencers and Drivers Customers want to leverage cloud to extend scalability, improve performance, and reduce costs Customers face… Customers seek to… Why cloud? Data growth is driving up costs Improve their spend-to- performance ratio Offloading low risk, high- demand workloads to the cloud reduces management burden and related costs Rising demands on traditional IT infrastructure Improve speed and performance Buyers want to give their end- users the best possible speed and improved IT performance, and consider cloud the means to do so. New business demands require IT to be agile Improve scalability Cloud deployments let customers keep costs relatively low while still accessing innovative, new technology offerings Evaluation criteria driving purchases from cloud providers: • Cloud Provider: • Expertise • Pricing • Support • Cloud Infrastructure: • Data Security • Network Availability • Compliance SOURCE: TBR WINTER 2011, CLOUD COMPUTING ADOPTION STUDY; TOTAL N= 1,496, N=302 FOR PUBLIC CLOUD ADOPTERS Part Two: Drivers and Barriers to Pubic Cloud Adoption 13
  • 14. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Cloud vendors that overcome security concerns and prove the ROI for shifting specific workloads will win customers Barriers to Adoption Drivers to Green Lighting Cloud Purchases Purchase Barriers and Drivers Data security and data confidentiality concerns are top barriers to adoption of public cloud computing services • Customers reported data privacy concerns as the biggest business risk in adoption of cloud computing services as they want to retain physical control of critical data • Data security was cited as the biggest IT concern in adoption of cloud services • Other adoption barriers include legacy infrastructure, complexity of integration of cloud offerings with existing applications and infrastructure and unclear ROI benefits from cloud investments Costs savings, improved data security from cloud based security services, keeping pace with technology advancements and scalability are the key drivers fro cloud adoption. • More than 50% of respondents indicated cost savings as the primary driver for purchasing public cloud computing services • Respondents also valued other key mentions such scalability to add capacity, adoption of advanced technology standards and the need for improved data security as reasons to buy SOURCE: TBR WINTER 2011, CLOUD COMPUTING ADOPTION STUDY; N=302 FOR ADOPTERS 14 Part Two: Drivers and Barriers to Pubic Cloud Adoption
  • 15. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Key Findings What you need to know • SaaS offerings are continuing to grow across multiple business applications • 69% of the cloud adopters surveyed have deployed SaaS solutions • 65% of non-cloud adopters plan to purchase SaaS solutions in the next 6 months • Over 50% of respondents indicated cost savings as their primary purchase driver. • Unlike the earlier days of adoption, SaaS offerings have gained traction across SMBs as well as large enterprises • Increased demand for complete business suites, desktop productivity and project management will drive the growth for SaaS further • Lack of complete business suites is creating an opportunity for vendors Key Driver for growth in cloud computing Key Findings and Conclusions SaaS offerings are the durable driver of cloud computing adoption, and will continue to be for the near future SOURCE: TBR WINTER 2011, CLOUD COMPUTING ADOPTION STUDY; TOTAL N= 1,496, N=302 FOR PUBLIC CLOUD ADOPTERS 15 Part Two: Drivers and Barriers to Pubic Cloud Adoption
  • 16. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Key Findings What you need to know • 79% of SaaS users are either using or plan to purchase PaaS offerings • Opportuntity exists for SaaS vendors to build a PaaS ecosystem • Increased adoption of SaaS applications is creating a need for integration of SaaS solutions with existing on-premise solutions • Larger and established SaaS vendors can leverage this opportunity to extend their SaaS offerings with PaaS capabilities in order to gain leadership in both SaaS and PaaS segments Other Growth Key Findings and Conclusions Platform follows Software-as-a-Service as customers look to extend and integrate their public and private cloud investments SOURCE: TBR WINTER 2011, CLOUD COMPUTING ADOPTION STUDY; TOTAL N= 1,496, N=302 FOR PUBLIC CLOUD ADOPTERS 16 Part Two: Drivers and Barriers to Pubic Cloud Adoption
  • 17. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Key Findings What you need to know • Security and data privacy remain the biggest inhibitors • Other barriers include • Legacy infrastructure • Complexity of integration • Unclear ROI • More than 60% public cloud customers are considering private cloud and over 70% have plans to invest in hybrid cloud • Nearly 25% of both adopters and non-adopters of pubic cloud are concerned about cloud-to-cloud integration • Vendors should clearly indicate cost benefits across various cloud offerings to their customers and map workloads to deployment options while alleviating customers’ security-related concerns to create a trustworthy cloud • The support and emergence of strong certifications and open standards across the layers of cloud abstraction will alleviate customer concerns Key Findings and Conclusions While security remains at the top of the barriers, worries about cloud-to- cloud integration complexity are on the horizon SOURCE: TBR WINTER 2011, CLOUD COMPUTING ADOPTION STUDY; TOTAL N= 1,496, N=302 FOR PUBLIC CLOUD ADOPTERS 17 Barriers to Adoption Part Two: Drivers and Barriers to Pubic Cloud Adoption
  • 18. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Nearly three-in-four businesses are either using or planning to purchase public cloud Drivers and Barriers are varied – but cost reduction and security remain on top Customers want to shift more sophisticated workloads to the cloud Part Three: Shifting to the cloud As confidence build in public cloud offerings, customers are looking to shift more workloads to a cloud model 18
  • 19. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. CRM and project management lead the core functions most suited for public cloud… Business Functions Best Suited for Cloud Computing Nearly 45% of the respondents indicated CRM to be the best suited application for cloud computing. Project management, sales, marketing and communications also ranked high among business functions that customers want to shift to cloud. SOURCE: TBR WINTER 2011, CLOUD COMPUTING ADOPTION STUDY; N=302 FOR PUBLIC CLOUD ADOPTERS FIGURE 1.13 19 Part Three: Shifting to the cloud
  • 20. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. …while customers prefer business functions, such as accounting and finance, on private cloud for security and confidentiality Business functions best suited for private cloud Customers remain concerned about security, confidentiality and regulatory compliance, and prefer business functions such as Accounting and Finance with critical information on private cloud while creating a hybrid cloud, as it allow customers to retain physical control of their data. SOURCE: TBR WINTER 2011, CLOUD COMPUTING ADOPTION STUDY; N=302 FOR PUBLIC CLOUD ADOPTERS FIGURE 1.14 20 Part Three: Shifting to the cloud
  • 21. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. IT efficiency will drive business effectiveness by creating services that better address line of business needs 21 Part Three: Completing the journey to the cloud Unconsolidated Server Consolidation Virtualization Cloud Services Top three drivers for cloud adoption by cloud adopters 1. Cost savings 2. Improved data security 3. Move to more advanced technology TBR Cloud Adoption Study: January 2012 Business functions best suited for cloud Public Cloud Private Cloud 1. CRM 2. Project Management 3. Marketing and communications 1. Accounting and finance 2. HR management 3. Research & technology IT continues to focus on infrastructure… …while business functions want to shift applications to public and private clouds
  • 22. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Overall Roadmap from Server Consolidation to Virtualization to Cloud Services Integrated solutions improve IT’s ability to respond and provide services to lines of business to improve internal effectiveness 22 Unconsolidated Server Consolidation Virtualization Cloud Services Business Journey Technical Journey Cloud Services: IT Benefits 1. Cost savings 2. Improved data security 3. Rapid scalability 4. Rapid rollout 5. Flexibility 6. Reduced labor Cloud Services: Business Benefits  Self service and billing  Scaling services to meet increased requirements  IT supports lines of business in a new way  Outward facing benefits to customers Part Three: Completing the journey to the cloud
  • 23. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Q & A Session Stuart Williams Director, Software Practice Technology Business Research, Inc. (TBR) Email: stuart.williams@tbri.com Twitter: @s2_williams 23
  • 24. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. TBR Cloud Resources: TBR Topic Research: • Winter 2012 U.S. Public Cloud Services Adoption Report • Winter 2012 Cloud Professional Services Adoption Report • Summer 2012 Private/Hybrid Cloud Purchasing Report TBR Cloud Business Quarterly Reports: • Public Cloud Market Landscape Report • Cloud Vendor Reports: • Salesforce.com • Amazon AWS Cloud • Google Apps Cloud • Microsoft Cloud • IBM Cloud • Rackspace • Verizon / Terremark Cloud • Oracle Cloud 24
  • 25. TBRT ECH N O LO G Y B U SIN ESS RESEARCH , IN C. About TBR Technology Business Research (TBR) is a leading independent technology market research and consulting firm specializing in the business and financial analyses of hardware, software, networking equipment, wireless, portal and professional services vendors. Serving a global clientele, TBR provides timely and accurate market research and business intelligence in formats that are tailored to clients’ needs. Our analysts are available to further address client- specific issues or information needs on an inquiry or proprietary consulting basis. TBR has been empowering corporate decision makers since 1996. To learn how our analysts can address your unique business needs, please visit our website or contact us today. Contact Us 1.603.929.1166 info@tbri.com www.tbri.com 11 Merrill Drive Hampton, NH 03842 USA This report is based on information made available to the public by the vendor and other public sources. No representation is made that this information is accurate or complete. Technology Business Research will not be held liable or responsible for any decisions that are made based on this information. The information contained in this report and all other TBR products is not and should not be construed to be investment advice. TBR does not make any recommendations or provide any advice regarding the value, purchase, sale or retention of securities. This report is copyright-protected and supplied for the sole use of the recipient. Contact Technology Business Research, Inc. for permission to reproduce. All reports are available in PowerPoint and PDF. If you are viewing a PDF and require access to data, tables, etc. for use in internal documents, please visit www.tbri.com and download the PowerPoint version.
  • 26. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. APPENDIX
  • 27. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Study Methodology SOURCE: TBR WINTER 2011, CLOUD COMPUTING ADOPTION STUDY; TOTAL N= 1,496, N=302 FOR PUBLIC CLOUD ADOPTERS TBR conducted 1,496 online surveys with IT decision- makers working at firms based in the United States who are responsible for or who influence public cloud services purchasing. 302 respondents indicated that they had adopted public cloud. Complete Quota: 100 - Small business (10-99) 101 - Midmarket (100-999) 101 - Large business (1000+) Survey Dates: December 2, 2011 – January 2, 2012 Respondents: Total Respondents – 1,496 Public Cloud adopters – 302 Methodology 27 Appendix: Demographics
  • 28. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Appendix: Demographics Respondent Industry, by Cloud Adopters SOURCE: TBR WINTER 2011, CLOUD COMPUTING ADOPTION STUDY; N=302 FOR PUBLIC CLOUD ADOPTERS Respondent Industry FIGURE 6.0
  • 29. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Company Revenue Size SOURCE: TBR WINTER 2011, CLOUD COMPUTING ADOPTION STUDY; N=302 FOR PUBLIC CLOUD ADOPTERS Total Adopters, Viewed by Company Revenue Size FIGURE 6.1 Appendix: Demographics
  • 30. TBR Three Out of Four Agree: Insight from TBR’s Public Cloud Adoption Study ©2012 Technology Business Research Inc. Adoption Rate for Private Cloud SOURCE: TBR WINTER 2011, CLOUD COMPUTING ADOPTION STUDY; N=448 FOR PRIVATE CLOUD ADOPTERS Private cloud adoption across business segments FIGURE 6.7 Appendix: Demographics