Best Practices by European Hosting Providers

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The growing demand for cloud is not without challenges. The market is crowded with big and smaller players competing to quickly gain market share. Providers must get competitive and think …

The growing demand for cloud is not without challenges. The market is crowded with big and smaller players competing to quickly gain market share. Providers must get competitive and think strategically in order to gain new revenue from cloud.

While the cloud is everywhere, location still has a significant impact on performance and data sovereignty. Using their local advantage will enable providers to differentiate through flexibility, responsiveness and customer knowledge. Based on research of over 400 providers, Jelle Frank presents the key strategies and success factors for providers looking to win in the European market.

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  • 1. EVOLUTION OF THE CLOUD MARKET Best Practices by European Hosting Providers Jelle Frank (JF) van der Zwet
  • 2. Share your comments @zwet Read my blog cloudboulevard.co
  • 3. INTRODUCTION
  • 4. DATA CENTRES WHERE YOU NEED THEM
  • 5. INTERXION CUSTOMER COMMUNITIES 500+ NETWORK CARRIERS 350+ SERVICE PROVIDERS 150+ SYSTEMS INTEGRATORS 100’s of ENTERPRISES
  • 6. STATE OF THE CLOUD
  • 7. GLOBAL MARKET – HOSTING VS CLOUD Traditional Hosting Cloud 0 10 20 30 40 50 60 70 80 2013 2016 82% 18% 75% 25% US$Billion CAGR 16% CAGR 50%
  • 8. 0 500 1000 1500 2000 2500 3000 3500 4000 4500 2012 2013 2014 2015 2016 DEMAND INCREASING, BUDGET GROWTH SLOWING 1,2% 4,2% 3,8% 3,9% 3,8% Data Center Systems Software Devices IT Services Telecom Services Source: Gartner, IT Spending Forecast, 4Q12 Update
  • 9. CLOUD PRICE REDUCTIONS SINCE 2012 0 5 10 15 20 AWS Azure Google Rackspace
  • 10. TRUTH AND LIES ABOUT CLOUD IN EUROPE
  • 11. GLOBAL HEATMAP US CLOUD PROVIDERS DUBLIN AMSTERDAMLONDON
  • 12. TRUTH AND LIES ABOUT CLOUD IN EUROPE  Europe is not one market  Not many large ‘pure’ cloud tech providers  Adoption rates vary  Data protection fear, uncertainty and doubt is overblown  Rationalization of EU data protection laws will not make it easier  But what about US data protection laws?
  • 13. BUYING BEHAVIOUR EUROPE VS US In the US the number #1 Cloud Adopter is the Government Factors driving Cloud investments EU Reduce cost of infrastructure #1 67% Business Continuity & Disaster Recovery #4 33% Obstacles to Cloud implementation EU Lack of security #1 45% Vendor lock-in #2 40% US #1 62% #2 53% US #1 78% #7 34%
  • 14. BEST ENVIRONMENTS TO DO BUSINESS 66.0 68.0 70.0 72.0 74.0 76.0 78.0 80.0 82.0 84.0 Source: Bloomberg, best countries for business ranking (2014)
  • 15. POSITIVE FISCAL CLIMATE Rank Country Tax rate 1 Ireland 12,5% 2 The Netherlands 20% - 25% 3 Finland 24,5% 4 Austria 25% 5 Denmark 25% 6 UK 26% 7 Sweden 26,3% 8 Italy 27,5% 9 Norway 28% 10 Spain 30% 11 Germany 22,825% - 33,325% 12 Belgium 33% 13 France 33,33%
  • 16. WHAT'S THE RELEVANCE FOR CLOUD?
  • 17. EUROPE IS READY FOR CLOUD Fixed Networks – Average Latency (ms) Mobile Networks – Download Speed (kbps) 0 10 20 30 40 50 60 70 80 Netherlands Switzerland Bulgaria Denmark Czech Republic Belgium Malta Portugal Romania Hungary Luxembourg Norway Germany United Kingdom Turkey Sweden Austria Finland United States Poland France Greece Spain Ireland Italy 0 2 4 6 8 10 12 14 16 18 Denmark Netherlands Belgium Switzerland Romania Portugal Luxembourg Norway Bulgaria Sweden Hungary United Kingdom Malta Germany United States Finland Czech Republic Austria Ireland Spain Poland Greece France Italy Turkey Source: Cisco Global Cloud Index 2013 18 COUNTRIES RANK HIGHER THAN THE US 14 COUNTRIES RANK HIGHER THAN THE US
  • 18. POWER PRICING IN EUROPE Source: http://www.energy.eu (2013S1) Source: 5th Benchmarking Report on Quality of Electricity Supply, Council of European Energy Regulators, 2011 – Measured 1999-2010 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 The Netherlands has the lowest number of minutes and number of interruptions of energy loss per year in Europe
  • 19. 100 200 300 400 500 600 700 2000 1500 1000 500 EUROPEAN INTERNET EXCHANGES Source: Euro-IX & https://en.wikipedia.org/wiki/List_of_Internet_exchange_points_by_size Number of peering networks (ASN’s) AveragetrafficinGbps
  • 20. SURVEY RESULTS AND BEST PRACTICES
  • 21. CUSTOMER DEMAND TODAY Source: Interxion, cloud and hosting provider survey 2013, 407 respondents
  • 22. WHO ARE YOU COMPETING WITH? 22 246 215 102 138 253 145 83 110 63 74 84 45 56 62 75 49 40 64 Source market size: Netcraft Active Domains, August 2012 Source market share: Netcraft IP Adresses, August 2012 28% 13% 10% 9% 8% 5% 3% 3% 2% 2% 2% 2% 2% 1% 1% 1% 1% 1% Market Share IP Addresses Number of Hosting Providers
  • 23. COMPETATIVE LANDSCAPE 9% mentions Systems Integrators and Telco's as their key competitors 48% mentions AWS as their key US competitor Source: Interxion, cloud and hosting provider survey 2013, 407 respondents
  • 24. STRATEGIES TO LEVERAGE CLOUD Source: Interxion, cloud and hosting provider survey 2013, 407 respondents
  • 25. KEY SUCCESS FACTORS FOR CLOUD IN EUROPE
  • 26. KEY SUCCESS FACTORS FOR CLOUD IN EUROPE 1. Don’t compete on price 2. Remember that the reality is hybrid 3. Follow the IT lifecycle; monitor the opportunity 4. Offer the highest possible availability 5. Customer focus 6. Invest in automation 7. Respond to an increasingly mobile world
  • 27. DOWNLOADS ON INTERXION.COM EVOLUTION OF THE EUROPEAN CLOUD MARKET Best practices by hosting providers CLOUD AND HOSTING PROVIDER SURVEY Results 2013
  • 28. Amsterdam • Brussels • Copenhagen • Dublin • Dusseldorf • Frankfurt • Hilversum • London • Madrid • Paris • Stockholm • Vienna • Zurich www.interxion.com THANK YOU! VISIT OUR BOOTH #226