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Russian regional cloud adoption peculiarities
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Russian regional cloud adoption peculiarities



for Moscow CloudCamp 2012

for Moscow CloudCamp 2012



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Russian regional cloud adoption peculiarities Presentation Transcript

  • 1. Regional cloud adoption peculiarities by Anton Salov, New Technology Deputy Director of Softline, CBDO Tekmi
  • 2. Public Cloud Russia 2010The size of the cloud services market in Russia reached a value of $35.08million in 2010.The value of the public cloud services market totaled $13.00 million.Private cloud services in Russia reached $22.08 million.The Russian cloud services market is currently small, but it is forecast toexpand much faster than the overall IT services market in 2011-2015. Bythe end of 2015, the total cloud services market is expected to have a valueof more than $1.2 billion, demonstrating a compound annual growth rate(CAGR) of more than 100%. Source: IDC, 2011
  • 3. Public Cloud Russia 2010The Three-Way Public Cloud Split Total Public Cloud Services Opportunity Source: IDC, 2011
  • 4. Public Cloud RussiaPublic Cloud Demand-Side Spending by Forecast of Public Cloud Services byVertical Market Segment (US$M) in Russia, 2010–2015 Source: IDC, 2011
  • 5. Private Cloud Russia 2010Total Private Cloud Services Opportunity Private Cloud Demand-Side Spending by Vertical Market Source: IDC, 2011
  • 6. Applications Revenue (US$M) by Category in Russia, 2010 0.08 Communication and Collaboration Tools 0.08 0.81 0.08 Customer Relationship Management (CRM) 0.08 0.16 Office Productivity Tools 0.41 Enterprise Content Management (ECM) 3.42 Business Intelligence/Analytics Enterprise Resource Planning (ERP) 1.38 Security Tools Supply-Chain Management (SCM) Testing Tools 1.63 Other Source: IDC, 2011
  • 7. Problems of the Russian Cloud Market― Vast territory of the country – regional factor― Low level of broadband access distribution― Comparatively high level of piracy― Low involvement of ISP in the process of SaaS distribution― Peculiarities of business mentality― Weak legal and regulatory framework― No awareness of the target audience of advantages of the SaaS model― Large-scale hardware integrators and vendors wish to represent clouds only as IaaS― “Every man for himself” principle― Many popular categories and solutions are not provided under the cloud model
  • 8. There are Advantages, Too…+ Regional telecommunications companies and integrators are actively seeking cooperation+ Broadband access is actively developing+ Universal evangelism and fashion for clouds have done their part: sales boom in late 2010+ In late 2010 telecommunications companies joined SaaS sales+ In early 2011 large businesses put their trust in SaaS – a number of cases for 500+ workplaces+ People are not ashamed to say “I use SaaS” anymore – open cases+ Russian ISV keep on creating numerous good services+ The volume of venture investments in cloud start-ups is growing+ Enormous (unpredicted) interest to PaaS (Windows Azure)+ State support – the order to Rostelecom for the “National Cloud Platform”
  • 9. Portraits and Characteristic Features of Russian Clients
  • 10. At the First Glance They Look Alike
  • 11. But Their Phobias Differ
  • 12. Psychological Type “Consulter” his phobia
  • 13. Psychological Type “Consulter” his choice
  • 14. Psychological Type “Director of a Plant” his phobia
  • 15. Psychological Type “Director of a Plant” his choice
  • 16. But They Have Something in Common when comparing TCO they compare SaaS… … not with on-premise
  • 17. But They Have Something in Common when comparing TCO they compare SaaS… … not with open source
  • 18. They compare SaaS vs GaaS
  • 19. GaaS = Gorbushka as a Service
  • 20. Characteristics of the Russian SaaS Customers□ They are unaware that they are already using SaaS□ They are reluctant to admit that they are using SaaS□ They do not trust the new form of service provision□ They prefer ‘trial’ orders, low conversion□ They are worried about data confidentiality□ They wish to have backup at a local hdd□ 99% of them pay by cashless settlements (wire transfers)□ They do not use a bank card even for trial orders□ They are concerned about the provider leaving the market or going bankrupt
  • 21. Customers’ Choice Criteria for SaaS• ISV brand• ISP brand• Hosting (foreign or Russian)• Functional• Price• Service accessibility (99,999)• Contract on paper• Compliance with the Federal Law “On personal data protection”• Consultations with a Russian-speaking expert• Instructional technologies• Additional services (migration/customization)• Russian-language technical support
  • 22. Service Requests Geography in Russia (%) Central Federal District Siberia North-West Federal District CIS countries Urals South-West Federal District
  • 23. What Is Interesting to Sell? What is available What services are lacking Web instruments ECM UC Consumer Services Accounting CRM Legal support services ECM SMB (Garant, Consultant) ERM services GroupWare HRM servicesVideo conferencing Russian antiviruses Security (Dr.Web, Kaspersky) Games Corporate mail Based on research of Softcloud (2011)
  • 24. Case: Russian Oil Company
  • 25. Case: Russian Oil Company Given: 1)Service company 2)Excellent Data Processing Center 3)5-10% load 4)Willingness to monetize it Done: 1)Go-to-cloud strategy 2)A set of services 3)Agreement of a number of vendors for a pilot 4)The pilot has been commenced
  • 26. Case: Russian Oil Company
  • 27. Lack of Trust to Foreign SaaS“The Federal Security Service (FSB) is worried by the burgeoning usagewithin Russian borders of data communication services with trafficencryption based on foreign algorithms (of Skype, Gmail, and Hotmailcategory), and believes them to pose a threat to the country’s nationalsecurity” Head of FSB’s Information Protection and Special Communications Center Alexander Andreechkin.
  • 28. Q&A