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3RD ANNUAL SURVEY 2013
North Bridge Future of Cloud Computing Survey in Partnership with GigaOM Research

@north_bridge

@mjskok

@futureofcloud

#futurecloud
North Bridge & GigaOM Thank Our 2013 Collaborators

#FutureCloud
2
“Clearly, even in the 3rd year of our survey, we're still very early
in the cloud-computing revolution. Yet the cloud formations
we identified in last year’s survey continue on an unstoppable
rise. Self-empowered consumers and businesses are taking the
lead, and in many instances, regardless of IT. But IT is investing
heavily both adapting internal infrastructure and adopting
public infrastructure to respond on demand while managing
the inevitable issues of compliance and regulation through
hybrid approaches. And to realize the promise of the
cloud, there is a unmistakable call for the industry as a whole
to help reduce complexity, and provide better
interoperability.”
Michael Skok, General Partner

@mjskok; @north_bridge; @futureofcloud; #futurecloud
#FutureCloud
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Section 1
Demographics

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“The fact that cloud vendor and user results
were consistent highlights the convergence
of provider and user needs and objectives.”
Jay Lyman, Senior Analyst

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Broadest industry survey

57

49%

COLLABORATORS

INCREASE
YoY
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Largest survey yet

855
RESPONDENTS

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“This survey provides new insights into how cloud
computing is transforming IT. In particular it shows
that businesses are using cloud computing to
outpace their competition and that, over the next
five years, hybrid cloud will become the norm. This
echoes what we hear from customers and it’s why
comprehensive, hybrid cloud solutions are core to
our strategy.”
Steven Martin, General Manager of Windows Azure
Marketing & Operations

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Who took the survey?

57%

VENDORS

43%

BUSINESS USER
OR IT DECISION
MAKERS

#FutureCloud
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One-third of respondents from C-suite

IT

36%

OTHER

21%
31%

C-LEVEL

12%
BUSINESS +
MID-MGT

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Section 2
Cloud Strategy & Growth

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18 Billion
―Demand for cloud services continues to
grow as we‘ve seen traffic to our own cloud
double in the past year to more than 18
billion requests per month. We anticipate this
growth for vendors will continue to scale
upward as more enterprises look to the cloud
and open source as a powerful combination
for digital innovation and agility.―
Dries Buytaert, CTO & Founder

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Software leads over Infrastructure and Platform
What types of cloud computing
technologies is your
organization using today?

%

Software-as-a-service is now in use in nearly two-thirds of organizations
Growth of 15% from 2012
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Cloud growth is significantly outpacing traditional software

SOCIAL, COLLABORATION

MEDIA & ENTERTAINMENT
MOBILE

BIG DATA
(+ ANALYTICS)

eCOMMERCE

The cloud is expanding software’s reach.
#FutureCloud
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How the cloud stacks up TODAY

Software
70%
Infrastructure
66%
CDN
33%

Database
25%

Shows the relative “stage of
adoption” across the
broader categories of “asa-service” offerings

Storage
46%
Platform
31%
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Cloud coverage will increase
0-12 mos
Software
70%
Infrastructure
66%
CDN
33%

Database
25%

7%

11%
Storage
46%

13%
11%

Platform
31%

12%
13%
#FutureCloud
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“This year’s survey confirms what we hear from our
MSP users every day - delivering new cloud
services is overly complex and costly – which
ultimately impact SLA’s. To help accelerate
adoption of new cloud based applications to
enhance both business agility and resiliency, it's
clear providers need to adopt solutions that
prevent vendor lock-in, while maximizing
interoperability, reliability and simplicity.”
Ash Ashutosh, Founder & CEO

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But Infrastructure takes the biggest leap ahead

%

Infrastructure as a Service
Growth of 29% over 2012
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How the cloud will stack up next year
12+ mos
Software
70%
Infrastructure
66%
CDN
33%

Database
25%

6%

8%
Storage
46%

10%
11%

Platform
31%

14%
13%
#FutureCloud
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Platform growing but still early in adoption

%

Platform as a service growing rapidly
Growth of 22% from 2012
#FutureCloud
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“This year’s Future of Cloud Computing survey
results confirm what we’re seeing in customer
demand for more choice and flexibility.
Companies want to balance automation and
control as their businesses and applications grow.
They want to be agile, scale rapidly, and focus on
building great apps, so they're relying increasingly
on PaaS providers to help them plan, build, deploy
and manage their applications in the cloud.”
Rob Walters, CTO

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Which model will predominate?

PUBLIC

private

HYBRID

#FutureCloud
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Public cloud use to decline relatively

39%

TODAY

32%
5 YEARS

#FutureCloud
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Hybrid clouds rising

43%
27%

TODAY

5 YEARS
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Reasons to be private

security, compliance

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Reasons to be private

security, compliance
fear
greed
hunger

#FutureCloud
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Reasons to be private

security, compliance
control
cost
reliability

(fear)
(greed)
(hunger)

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can HYBRID be the
best of both

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Public leads today

PUBLIC
39%

PRIVATE
34%

HYBRID
27%
Almost neck-and-neck between
Public and private clouds

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Hybrid leads in 5 years

PUBLIC
32%

HYBRID
43%

Overtaking both private
and public clouds

PRIVATE
25%

#FutureCloud
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“The ideal end-state for businesses is a flexible hybrid cloud
strategy where IT is able to aggregate and deliver selfservice access to a variety of cloud services, both internal
and 3rd party, and run these workloads on any cloud that
best fits the service. Citrix sees the future of cloud providing
businesses the flexibility to deploy across internal and
external clouds, while seamlessly aggregating internal and
3rd party SaaS services, ultimately giving line-of-businesses
the agility and rapid response they need.”
Sameer Dholakia, Group VP and GM, Cloud Platforms
Group

#FutureCloud
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still matters

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Economies of scale mean infrastructure is not for startups

14.3%

10.96%

7.88%

6.19%

2.22%

2%

OTHER

<2%

Large infrastructure players lead the pack of up and coming
companies, with 43% of responses
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Long tail of up and coming vendors

300 companies had less than 2% of votes

DEMANDWARE

…indicating a wide open playing field for
upstarts.
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Section 3
Drivers & Inhibitors

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Section 3

Drivers

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CONSISTENT drivers of adoption

SCALABILITY

54.5%
- 4%

54.3%
+ 1%

COST

AGILITY

48.1%
- 2%

#FutureCloud
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Organizations looking for AGILITY adopt SaaS

5X
more likely to use SaaS

5
4
3
2
1

#FutureCloud
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Organizations looking for INNOVATION adopt SaaS

4X
more likely to use SaaS

4

3

2

1

#FutureCloud
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Reasons for IAAS adoption

2.5
X

Companies who see Capex to Opex and
agility as critical are 2.5X more likely to use
IaaS technologies

Companies who view Internal Mandates as
important for the cloud are 3X more likely to
use IaaS solutions

3X
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Scalability is the strongest driver of PaaS adoption

2.5X
more likely to use PaaS
Support for Open Source
projects is also a very strong
driver for a small niche.

3

2

1

2.5X

However, the relationships between drivers and PaaS adoption weaker than other forms of cloud
computing, indicating a more diverse landscape and lower adoption.
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Investment in cloud ahead of internal mandates and customer demand

Investments

Internal Corp
Mandates

Customer
Demand

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Section 3

Inhibitors

#FutureCloud
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Security concerns easing, cost growing

55%
-18%

46%

28%
+50%

20%
#FutureCloud
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―Security concerns continue to be the number one
barrier to adoption of cloud services. This isn't
surprising: companies are understandably reluctant
to move sensitive data and business functions to
the cloud when they don't understand the cloud
provider's capabilities. To further accelerate
adoption, cloud providers need to provide
increased clarity, more transparency, and better
assurance about their security controls."
Andrew Jaquith, CTO & SVP Cloud Strategy

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Shift in emphasis from expense to TCO
80%
70%
60%
50%
40%
30%
20%
10%

5%

17%

71%
19%

0%

INCREASED SPENDING

10%

LESS SPENDING

2012

68%

SAME TO BETTER OVERALL TCO

2013

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―Technology buyers expect cloud adoption
will make managing IT increasingly
complex, yet the plurality also expect overall
better cost of ownership. That's either wishful
thinking or an intriguing opportunity for
suppliers and systems integrators.‖
David Card, Vice President Research

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Top inhibitors to cloud adoption

65%

RELIABILITY/BANDWITH/COM
PLEXITY

63%

REGULATORY/COMPLIANCE/P
RIVACY

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Top inhibitors to cloud adoption

65%

RELIABILITY/BANDWITH/COM
PLEXITY

63%

REGULATORY/COMPLIANCE/P
RIVACY

… these are also reasons for private &hybrid cloud
choice as shown earlier ...

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Vendor lock-in remains a significant issue

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Section 4
The Cloud Market & Ecosystem

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―We see the availability of consumer-grade
cloud services dramatically increasing the
complexity of IT infrastructure and that's
reflected in this survey. This so-called
‗Shadow IT‘ is a major corporate risk and
complexity headache for IT managers.‖
Matt Ravden, Chief Strategy Officer

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Business leads IT

Organizations average
52% current use of
applications that advance
business priorities

Meanwhile…

Organizations average
36% current use of
applications that
advance IT priorities
#FutureCloud
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And numbers of SaaS in

4

business cloud applications
are in use by 50% or more
of all organizations

0

IT cloud applications are in
use by 50% or more of all
organizations

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The cloud is used extensively for business activities

450
400

350

50%

300
250
200
150
100
50
0
FILE SHARING BOX

BUSINESS
PRODUCTIVITY

CRM/MARKETING SOCIAL BUSINESS &
COLLABORATION

CONTENT
MANAGEMENT

HR

ERP/FINANCE

ECOMMERCE

Business Systems

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And more will gain usage in the next 12 months

Currently use
Plan to use
450

13% plan to
add

400

350

50%

300
250
200
150
100
50
0
FILE SHARING BOX

BUSINESS
PRODUCTIVITY

CRM/MARKETING SOCIAL BUSINESS &
COLLABORATION

CONTENT
MANAGEMENT

HR

ERP/FINANCE

ECOMMERCE

Business Systems

#FutureCloud
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No SaaS IT applications used in half of all companies

50%

250
200
150
100
50
0
DEVELOPMENT &
TESTING

BACKUP, DR, BC

PROJECT
MANAGEMENT

SECURITY

HELPDESK

IT Management

SYSTEMS
MANAGEMENT

BIG DATA &
ANALYTICS

MOBILE

CURRENTLY USE

#FutureCloud
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But, fastest growth in SaaS application use to come in IT areas

Currently use
Plan to use
14% plan to
add

13% plan to
add

350

13% plan to
add

21% plan to
add

15% plan to
add

300

14% plan to
add

250

50%

200
150
100
50
0
DEVELOPMENT &
TESTING

BACKUP, DR, BC

PROJECT
MANAGEMENT

SECURITY

HELPDESK

SYSTEMS
MANAGEMENT

BIG DATA &
ANALYTICS

MOBILE

IT Management

6 out of top 7 fastest areas of growth are all in IT Areas: Big Data, followed closely by
Mobile, then Systems Management, Backup/DR/BC, Helpdesk and Security
#FutureCloud
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Lots of growth in SaaS application use to come
Currently use
Plan to use
450
400
350

13% plan to
add

300

14% plan to
add

13% plan to
add
21% plan to
13% plan to
add
add
15% plan to
add
14% plan to
add

250
200

50%

150
100
50
0

Business Systems

IT Management

#FutureCloud
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Tech industry expected to see most benefit from cloud software

EDUCATION

TECHNOLOGY

MEDIA & ENTERTAINMENT
PUBLIC SECTOR

FINANCIAL

#FutureCloud
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Industry buzz in cloud verticals

Banking

Communication & Media

3Suffer

legacy drag,
but still a leader in Cloud

1Accounts

for 20% of
public cloud storage

Insurance
Education

6A place

2Driven by

mobile, storage, budget cuts
and hybrid classes

Healthcare

to test
“beachheads” or
industry-specific cloud
platforms – less
regulatory/compliance
constrained

1Initially

just
email and DR
1

IDC; 2 Edudemic; 3 Cloud Times; 4 CA; 5 Computer Science Corp; 6 Forbes

Manufacturing
5CRM

is most
popular app
#FutureCloud
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Cloud services market size & growth

2020
2013

$220 B

$117 B

2016
PUBLIC CLOUD
ALONE

$110 B

#FutureCloud
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Section 5
IT Readiness / Competitiveness

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―Most organizations are going to adopt
cloud computing in multiple forms as part of
a hybrid IT infrastructure. Maintaining
application and data portability within such
environments requires open
approaches, such as open source and open
standards.‖
Gordon Haff, Cloud Evangelist

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Ready or not?
250

200

More than half of
respondents are not
tracking or reporting
service costs…

150

100

50

0
IT DEPARTMENT COST OPERATIONS SYSTEMS INTERNAL PROCESSES
POLICIES AROUND
PROCESSES FOR
ALLOCATION
SUPPORT
BUSINESS NEEDS VS IT SUPPORTING EXTERNAL
REQUIREMENTS AND SERVICES THAT IT DOES
PRIORITIES
NOT PROVIDE

#FutureCloud
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With greater adoption, cloud is now seen adding complexity

COMPLEXITY

NO COMPLEXITY /
NO IMPACT

The cloud was originally expected to reduce complexity, but with
experience many are seeing the opposite. This is typical of an early market.
#FutureCloud
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―The increased focus on cloud complexity
and training speak to lessons from enterprise
virtualization, as well as a lack of standards in
cloud computing implementation, where key
technologies are being used and vendors
are working to fill the gaps.‖
Jay Lyman, Senior Analyst

#FutureCloud
67
Application growth, rise in complexity and need for interoperability create opportunity

HYBRID / MULTI-CLOUD
PROVIDERS

CLOUD
MANAGEMENT

CLOUD INTEGRATORS

PRIVATE CLOUD
PROVIDERS

CLOUD BROKERS

PUBLIC CLOUD
PROVIDERS

As new integrators and multi-cloud providers challenge the existing landscape with new
capabilities, cloud providers will need to increase interoperability in their services.
#FutureCloud
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The cloud is leading to reduced IT headcount

+10%
2013

24%

Reduced
Headcount
+7%

2012

17%

-6%
23%

Plan to
Reduce
Headcount
+3%

20%

34%

No Impact
-4%

38%

6%

Expect to
Increase
Headcount
-10%

16%

13%

Increased
Headcount
+4%

9%

#FutureCloud
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…But an increase in training
N/A
19%

EXPECT TO
INCREASE TRAINING
39%

SEE NO CHANGE IN
MY TRAINING NEEDS
25%

INTEND TO HIRE
OUTSIDE RESOURCES
17%

….and may be looking to outside organizations to manage the gap
#FutureCloud
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Section 6
Cloud Investment & Business Models

#FutureCloud
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―We've seen that revenue growth among our 2013
‗Cloud 10‘ comprised of the leading cloud
companies was very strong for 2012 registering
35.6% average growth – well above the muted
global IT spending growth of 2.1%. Going
forward, we expect that revenue momentum will
continue with average growth estimated at 23%
across the Cloud basket, outpacing broader IT
spending growth of 4.1% globally."
Kash Rangan, Research Analyst

#FutureCloud
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Cloud investment - VC

2013
$3.4B
(as of 9/30/13)
2011
$2.6B

2010
$2.1B

2012
$4.2B

#FutureCloud
73

SOURCE: DOW JONES-VENTURE
Cloud mergers and acquisitions

Venture numbers are up and
innovation and acquisition thereof is also on the rise.
#FutureCloud
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―It was interesting to see that almost half (45.7%) of survey
takers said cloud computing was adding complexity to
the management of IT, which is a problem the industry
must address if it expects enterprises to fully embrace this
model. On the upside, more than half of respondents
(55.1%) said hybrid/multi-cloud providers will offer the
biggest growth opportunities in the cloud ecosystem over
the next 2-3 years - potentially a key to easing the
complexity problem.‖
Jo Maitland, Research Director, Cloud Computing

#FutureCloud
75
Subscription fees dominate for cloud vendors

2012

77%

2013

66%

28%

23%

21%

13% 16%

16% 15%

10% 12%

4%

5%

The cloud business is still a subscription business, but around a quarter of
vendors are finding additional revenue through services and consulting.
#FutureCloud
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CAGR
12-16

451 Research Market Monitor Report
Cloud Segments and Overall Market Growth Through 2013

34%
$17,95

$17,958
8
CAGR
12-16

35%

CAGR
12-16

$9,194

38%
$4,988

CAGR
12-16

28%
$5,531
$3,775

$2,772
$1,359

2012

2016

IaaS

2012

$1,400

2016

PaaS

2012

2016

SaaS

2012

2016

Cloud

#FutureCloud
77
2013 cloud IPOs are performing well

3
$1.4B

recent IPOs in SaaS

market capitalization at offer

#FutureCloud
78
North Bridge investments in cloud companies

Belmont
Technology
Incorporated

$2Bn+
Doubled

1 IPO
1 Filed to go public
4 Acquisitions

4 New investments

#FutureCloud
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Cloud formed is differentiated
NOT investing

INVESTING

Cloud Washed

Cloud Formed
#FutureCloud
80
The A B C ’s of Cloud Forming
#FutureCloud
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Amazing Because Cloud
#FutureCloud
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―While businesses are still seeing some benefit in moving
standard applications to the cloud—CRM, HRM, etc.—the
greatest potential for innovation and competitive
advantage is no longer in ‗same but cloud‘ but instead in
‗amazing because cloud‘. That is, the most exciting
innovations focus on benefits that can only be achieved in
the cloud. There were source control, document
management, and message buses behind the firewall
before GitHub, Box, and Zapier, but they all use the cloud
to provide a fundamentally different and more valuable
experience. They are all ‗amazing because cloud‘‖
Rob Gonzalez, Co-Founder

#FutureCloud
83
Section 7
Predictions are tricky, especially when they involve the future

#FutureCloud
84
Predictions
• Boundary-less computing
• New cloud formations

• BYOC - Bring Your Own Cloud (services)
• Out-Servicing

#FutureCloud
85
Clouds will blow with the winds of change
Boundaries blurring…

SaaS

PaaS

IaaS

Internal

Hybrid

Public

#FutureCloud
86
Clouds will blow with the winds of change
Boundary-less computing

SaaS
APaaS

PaaS

“PaaS squeeze ?”

IPaaS
IaaS

Internal

Hybrid

Public

#FutureCloud
87
New formations

SENSOR CLOUD

#FutureCloud
88
Expanding formations – including Sensor Cloud

SENSOR NET

MEDIA & ENTERTAINMENT
SOCIAL, COLLABORATION

MOBILE
(+ LOCATION)

eCOMMERCE
(+ PAYMENTS)

BIG DATA
(+ ANALYTICS)

#FutureCloud
89
APIs for business processes as a service

APIS

SENSOR NET

MEDIA & ENTERTAINMENT
APIS

SOCIAL, COLLABORATION

APIS

APIS
APIS

MOBILE
(+ LOCATION)

eCOMMERCE
(+ PAYMENTS)

APIS

BIG DATA
(+ ANALYTICS)

#FutureCloud
90
Additionally, year-over-year, cloud APIs on the rise

CLOUD APIs
INCREASING YOY

11.3

%

#FutureCloud
91
API growth & value
Programmable Web API Growth 2005-2013
10,000
9,000
8,000
7,000

Valued at $250M

6,000
5,000
4,000
3,000
2,000

Sold to Intel for $180M

1,000

2005

2013

In addition to continuing the rise of the enterprise, the latest APIs show
mobile as a driving force.
#FutureCloud
92
Everything-as-a-service

Merging

#FutureCloud
93
BYOC

Bring your own cloud
•
•
•
•

Bring services used at home to work
Sharing services to link customers and partners
Combining data between services
Combining shared services as new business
processes
#FutureCloud
94
“Cloud services are being adopted and used in a “boundary-less”
way where users are seamlessly integrating them at home and work
across all their devices. And in an increasingly mobile pattern of
business today companies are compelled to accept and adopt this
BYOC model. In fact businesses themselves are adopting the
boundary-less approach as they look to disintermediate and
squeeze money from their value chains, focus on their core
competencies and “out-service” (outsource non-core services) via
the cloud. With all this in mind they are looking to gain competitive
advantage from a core benefit of the cloud, namely continuous
innovation by passing it along to their customers in the form of faster
time to market and responsiveness to market needs.”
Michael Skok, General Partner
@mjskok; @north_bridge; @futureofcloud; #futurecloud

#FutureCloud
95
Boundary-less computing
CUSTOMERS

EMPLOYEES

HOME

NIKE FUEL

PARTNERS

WORK

IPAD

TELEVISION
NEST
THERMOSTAT

INTERNET
OF THINGS
#FutureCloud
96
Cloudburst of Big Data
CUSTOMERS

EMPLOYEES

PARTNERS

HOME

WORK

NIKE FUEL
IPAD

TELEVISION
NEST
THERMOSTAT

BIG DATA

INTERNET
OF THINGS
#FutureCloud
97
#FutureCloud
98
To 4 things customers want vendors to know

that could hurt vendors…
Lack of Control
Lack of Standards
Lack of Integration
Lack of ROI on TCO
… and pain relief customers want
Monitoring, Management & Transparency
Interoperability, Portability
Integration, Open APIs, Open Source
Business cases & proof
#FutureCloud
99
Top themes in cloud
Agility

Drivers

New
Formations

BYOC

Scalability

SENSOR NET

Cost

TCO

Boundary-less
Computing

Business
Leads IT

CUSTOMERS

EMPLOYEE
S
PARTNERS

HOME
WORK

Reliability

Inhibitors

Compliance/Pri
vacy

Security

Now

Interoperability

Complexity

Future

#FutureCloud
100
North Bridge & GigaOM Thank Our 2013 Collaborators

#FutureCloud
101

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2013 Future of Cloud Computing - 3rd Annual Survey Results

  • 1. 3RD ANNUAL SURVEY 2013 North Bridge Future of Cloud Computing Survey in Partnership with GigaOM Research @north_bridge @mjskok @futureofcloud #futurecloud
  • 2. North Bridge & GigaOM Thank Our 2013 Collaborators #FutureCloud 2
  • 3. “Clearly, even in the 3rd year of our survey, we're still very early in the cloud-computing revolution. Yet the cloud formations we identified in last year’s survey continue on an unstoppable rise. Self-empowered consumers and businesses are taking the lead, and in many instances, regardless of IT. But IT is investing heavily both adapting internal infrastructure and adopting public infrastructure to respond on demand while managing the inevitable issues of compliance and regulation through hybrid approaches. And to realize the promise of the cloud, there is a unmistakable call for the industry as a whole to help reduce complexity, and provide better interoperability.” Michael Skok, General Partner @mjskok; @north_bridge; @futureofcloud; #futurecloud #FutureCloud 3
  • 5. “The fact that cloud vendor and user results were consistent highlights the convergence of provider and user needs and objectives.” Jay Lyman, Senior Analyst #FutureCloud 5
  • 8. “This survey provides new insights into how cloud computing is transforming IT. In particular it shows that businesses are using cloud computing to outpace their competition and that, over the next five years, hybrid cloud will become the norm. This echoes what we hear from customers and it’s why comprehensive, hybrid cloud solutions are core to our strategy.” Steven Martin, General Manager of Windows Azure Marketing & Operations #FutureCloud 8
  • 9. Who took the survey? 57% VENDORS 43% BUSINESS USER OR IT DECISION MAKERS #FutureCloud 9
  • 10. One-third of respondents from C-suite IT 36% OTHER 21% 31% C-LEVEL 12% BUSINESS + MID-MGT #FutureCloud 10
  • 11. Section 2 Cloud Strategy & Growth #FutureCloud 11
  • 12. 18 Billion ―Demand for cloud services continues to grow as we‘ve seen traffic to our own cloud double in the past year to more than 18 billion requests per month. We anticipate this growth for vendors will continue to scale upward as more enterprises look to the cloud and open source as a powerful combination for digital innovation and agility.― Dries Buytaert, CTO & Founder #FutureCloud 12
  • 13. Software leads over Infrastructure and Platform What types of cloud computing technologies is your organization using today? % Software-as-a-service is now in use in nearly two-thirds of organizations Growth of 15% from 2012 #FutureCloud 13
  • 14. Cloud growth is significantly outpacing traditional software SOCIAL, COLLABORATION MEDIA & ENTERTAINMENT MOBILE BIG DATA (+ ANALYTICS) eCOMMERCE The cloud is expanding software’s reach. #FutureCloud 14
  • 15. How the cloud stacks up TODAY Software 70% Infrastructure 66% CDN 33% Database 25% Shows the relative “stage of adoption” across the broader categories of “asa-service” offerings Storage 46% Platform 31% #FutureCloud 15
  • 16. Cloud coverage will increase 0-12 mos Software 70% Infrastructure 66% CDN 33% Database 25% 7% 11% Storage 46% 13% 11% Platform 31% 12% 13% #FutureCloud 16
  • 17. “This year’s survey confirms what we hear from our MSP users every day - delivering new cloud services is overly complex and costly – which ultimately impact SLA’s. To help accelerate adoption of new cloud based applications to enhance both business agility and resiliency, it's clear providers need to adopt solutions that prevent vendor lock-in, while maximizing interoperability, reliability and simplicity.” Ash Ashutosh, Founder & CEO #FutureCloud 17
  • 18. But Infrastructure takes the biggest leap ahead % Infrastructure as a Service Growth of 29% over 2012 #FutureCloud 18
  • 19. How the cloud will stack up next year 12+ mos Software 70% Infrastructure 66% CDN 33% Database 25% 6% 8% Storage 46% 10% 11% Platform 31% 14% 13% #FutureCloud 19
  • 20. Platform growing but still early in adoption % Platform as a service growing rapidly Growth of 22% from 2012 #FutureCloud 20
  • 21. “This year’s Future of Cloud Computing survey results confirm what we’re seeing in customer demand for more choice and flexibility. Companies want to balance automation and control as their businesses and applications grow. They want to be agile, scale rapidly, and focus on building great apps, so they're relying increasingly on PaaS providers to help them plan, build, deploy and manage their applications in the cloud.” Rob Walters, CTO #FutureCloud 21
  • 22. Which model will predominate? PUBLIC private HYBRID #FutureCloud 22
  • 23. Public cloud use to decline relatively 39% TODAY 32% 5 YEARS #FutureCloud 23
  • 24. Hybrid clouds rising 43% 27% TODAY 5 YEARS #FutureCloud 24
  • 25. Reasons to be private security, compliance #FutureCloud 25
  • 26. Reasons to be private security, compliance fear greed hunger #FutureCloud 26
  • 27. Reasons to be private security, compliance control cost reliability (fear) (greed) (hunger) #FutureCloud 27
  • 28. can HYBRID be the best of both #FutureCloud 28
  • 29. Public leads today PUBLIC 39% PRIVATE 34% HYBRID 27% Almost neck-and-neck between Public and private clouds #FutureCloud 29
  • 30. Hybrid leads in 5 years PUBLIC 32% HYBRID 43% Overtaking both private and public clouds PRIVATE 25% #FutureCloud 30
  • 31. “The ideal end-state for businesses is a flexible hybrid cloud strategy where IT is able to aggregate and deliver selfservice access to a variety of cloud services, both internal and 3rd party, and run these workloads on any cloud that best fits the service. Citrix sees the future of cloud providing businesses the flexibility to deploy across internal and external clouds, while seamlessly aggregating internal and 3rd party SaaS services, ultimately giving line-of-businesses the agility and rapid response they need.” Sameer Dholakia, Group VP and GM, Cloud Platforms Group #FutureCloud 31
  • 33. Economies of scale mean infrastructure is not for startups 14.3% 10.96% 7.88% 6.19% 2.22% 2% OTHER <2% Large infrastructure players lead the pack of up and coming companies, with 43% of responses #FutureCloud 33
  • 34. Long tail of up and coming vendors 300 companies had less than 2% of votes DEMANDWARE …indicating a wide open playing field for upstarts. #FutureCloud 34
  • 35. Section 3 Drivers & Inhibitors #FutureCloud 35
  • 37. CONSISTENT drivers of adoption SCALABILITY 54.5% - 4% 54.3% + 1% COST AGILITY 48.1% - 2% #FutureCloud 37
  • 38. Organizations looking for AGILITY adopt SaaS 5X more likely to use SaaS 5 4 3 2 1 #FutureCloud 38
  • 39. Organizations looking for INNOVATION adopt SaaS 4X more likely to use SaaS 4 3 2 1 #FutureCloud 39
  • 40. Reasons for IAAS adoption 2.5 X Companies who see Capex to Opex and agility as critical are 2.5X more likely to use IaaS technologies Companies who view Internal Mandates as important for the cloud are 3X more likely to use IaaS solutions 3X #FutureCloud 40
  • 41. Scalability is the strongest driver of PaaS adoption 2.5X more likely to use PaaS Support for Open Source projects is also a very strong driver for a small niche. 3 2 1 2.5X However, the relationships between drivers and PaaS adoption weaker than other forms of cloud computing, indicating a more diverse landscape and lower adoption. #FutureCloud 41
  • 42. Investment in cloud ahead of internal mandates and customer demand Investments Internal Corp Mandates Customer Demand #FutureCloud 42
  • 44. Security concerns easing, cost growing 55% -18% 46% 28% +50% 20% #FutureCloud 44
  • 45. ―Security concerns continue to be the number one barrier to adoption of cloud services. This isn't surprising: companies are understandably reluctant to move sensitive data and business functions to the cloud when they don't understand the cloud provider's capabilities. To further accelerate adoption, cloud providers need to provide increased clarity, more transparency, and better assurance about their security controls." Andrew Jaquith, CTO & SVP Cloud Strategy #FutureCloud 45
  • 46. Shift in emphasis from expense to TCO 80% 70% 60% 50% 40% 30% 20% 10% 5% 17% 71% 19% 0% INCREASED SPENDING 10% LESS SPENDING 2012 68% SAME TO BETTER OVERALL TCO 2013 #FutureCloud 46
  • 47. ―Technology buyers expect cloud adoption will make managing IT increasingly complex, yet the plurality also expect overall better cost of ownership. That's either wishful thinking or an intriguing opportunity for suppliers and systems integrators.‖ David Card, Vice President Research #FutureCloud 47
  • 48. Top inhibitors to cloud adoption 65% RELIABILITY/BANDWITH/COM PLEXITY 63% REGULATORY/COMPLIANCE/P RIVACY #FutureCloud 48
  • 49. Top inhibitors to cloud adoption 65% RELIABILITY/BANDWITH/COM PLEXITY 63% REGULATORY/COMPLIANCE/P RIVACY … these are also reasons for private &hybrid cloud choice as shown earlier ... #FutureCloud 49
  • 50. Vendor lock-in remains a significant issue #FutureCloud 50
  • 51. Section 4 The Cloud Market & Ecosystem #FutureCloud 51
  • 52. ―We see the availability of consumer-grade cloud services dramatically increasing the complexity of IT infrastructure and that's reflected in this survey. This so-called ‗Shadow IT‘ is a major corporate risk and complexity headache for IT managers.‖ Matt Ravden, Chief Strategy Officer #FutureCloud 52
  • 53. Business leads IT Organizations average 52% current use of applications that advance business priorities Meanwhile… Organizations average 36% current use of applications that advance IT priorities #FutureCloud 53
  • 54. And numbers of SaaS in 4 business cloud applications are in use by 50% or more of all organizations 0 IT cloud applications are in use by 50% or more of all organizations #FutureCloud 54
  • 55. The cloud is used extensively for business activities 450 400 350 50% 300 250 200 150 100 50 0 FILE SHARING BOX BUSINESS PRODUCTIVITY CRM/MARKETING SOCIAL BUSINESS & COLLABORATION CONTENT MANAGEMENT HR ERP/FINANCE ECOMMERCE Business Systems #FutureCloud 55
  • 56. And more will gain usage in the next 12 months Currently use Plan to use 450 13% plan to add 400 350 50% 300 250 200 150 100 50 0 FILE SHARING BOX BUSINESS PRODUCTIVITY CRM/MARKETING SOCIAL BUSINESS & COLLABORATION CONTENT MANAGEMENT HR ERP/FINANCE ECOMMERCE Business Systems #FutureCloud 56
  • 57. No SaaS IT applications used in half of all companies 50% 250 200 150 100 50 0 DEVELOPMENT & TESTING BACKUP, DR, BC PROJECT MANAGEMENT SECURITY HELPDESK IT Management SYSTEMS MANAGEMENT BIG DATA & ANALYTICS MOBILE CURRENTLY USE #FutureCloud 57
  • 58. But, fastest growth in SaaS application use to come in IT areas Currently use Plan to use 14% plan to add 13% plan to add 350 13% plan to add 21% plan to add 15% plan to add 300 14% plan to add 250 50% 200 150 100 50 0 DEVELOPMENT & TESTING BACKUP, DR, BC PROJECT MANAGEMENT SECURITY HELPDESK SYSTEMS MANAGEMENT BIG DATA & ANALYTICS MOBILE IT Management 6 out of top 7 fastest areas of growth are all in IT Areas: Big Data, followed closely by Mobile, then Systems Management, Backup/DR/BC, Helpdesk and Security #FutureCloud 58
  • 59. Lots of growth in SaaS application use to come Currently use Plan to use 450 400 350 13% plan to add 300 14% plan to add 13% plan to add 21% plan to 13% plan to add add 15% plan to add 14% plan to add 250 200 50% 150 100 50 0 Business Systems IT Management #FutureCloud 59
  • 60. Tech industry expected to see most benefit from cloud software EDUCATION TECHNOLOGY MEDIA & ENTERTAINMENT PUBLIC SECTOR FINANCIAL #FutureCloud 60
  • 61. Industry buzz in cloud verticals Banking Communication & Media 3Suffer legacy drag, but still a leader in Cloud 1Accounts for 20% of public cloud storage Insurance Education 6A place 2Driven by mobile, storage, budget cuts and hybrid classes Healthcare to test “beachheads” or industry-specific cloud platforms – less regulatory/compliance constrained 1Initially just email and DR 1 IDC; 2 Edudemic; 3 Cloud Times; 4 CA; 5 Computer Science Corp; 6 Forbes Manufacturing 5CRM is most popular app #FutureCloud 61
  • 62. Cloud services market size & growth 2020 2013 $220 B $117 B 2016 PUBLIC CLOUD ALONE $110 B #FutureCloud 62
  • 63. Section 5 IT Readiness / Competitiveness #FutureCloud 63
  • 64. ―Most organizations are going to adopt cloud computing in multiple forms as part of a hybrid IT infrastructure. Maintaining application and data portability within such environments requires open approaches, such as open source and open standards.‖ Gordon Haff, Cloud Evangelist #FutureCloud 64
  • 65. Ready or not? 250 200 More than half of respondents are not tracking or reporting service costs… 150 100 50 0 IT DEPARTMENT COST OPERATIONS SYSTEMS INTERNAL PROCESSES POLICIES AROUND PROCESSES FOR ALLOCATION SUPPORT BUSINESS NEEDS VS IT SUPPORTING EXTERNAL REQUIREMENTS AND SERVICES THAT IT DOES PRIORITIES NOT PROVIDE #FutureCloud 65
  • 66. With greater adoption, cloud is now seen adding complexity COMPLEXITY NO COMPLEXITY / NO IMPACT The cloud was originally expected to reduce complexity, but with experience many are seeing the opposite. This is typical of an early market. #FutureCloud 66
  • 67. ―The increased focus on cloud complexity and training speak to lessons from enterprise virtualization, as well as a lack of standards in cloud computing implementation, where key technologies are being used and vendors are working to fill the gaps.‖ Jay Lyman, Senior Analyst #FutureCloud 67
  • 68. Application growth, rise in complexity and need for interoperability create opportunity HYBRID / MULTI-CLOUD PROVIDERS CLOUD MANAGEMENT CLOUD INTEGRATORS PRIVATE CLOUD PROVIDERS CLOUD BROKERS PUBLIC CLOUD PROVIDERS As new integrators and multi-cloud providers challenge the existing landscape with new capabilities, cloud providers will need to increase interoperability in their services. #FutureCloud 68
  • 69. The cloud is leading to reduced IT headcount +10% 2013 24% Reduced Headcount +7% 2012 17% -6% 23% Plan to Reduce Headcount +3% 20% 34% No Impact -4% 38% 6% Expect to Increase Headcount -10% 16% 13% Increased Headcount +4% 9% #FutureCloud 69
  • 70. …But an increase in training N/A 19% EXPECT TO INCREASE TRAINING 39% SEE NO CHANGE IN MY TRAINING NEEDS 25% INTEND TO HIRE OUTSIDE RESOURCES 17% ….and may be looking to outside organizations to manage the gap #FutureCloud 70
  • 71. Section 6 Cloud Investment & Business Models #FutureCloud 71
  • 72. ―We've seen that revenue growth among our 2013 ‗Cloud 10‘ comprised of the leading cloud companies was very strong for 2012 registering 35.6% average growth – well above the muted global IT spending growth of 2.1%. Going forward, we expect that revenue momentum will continue with average growth estimated at 23% across the Cloud basket, outpacing broader IT spending growth of 4.1% globally." Kash Rangan, Research Analyst #FutureCloud 72
  • 73. Cloud investment - VC 2013 $3.4B (as of 9/30/13) 2011 $2.6B 2010 $2.1B 2012 $4.2B #FutureCloud 73 SOURCE: DOW JONES-VENTURE
  • 74. Cloud mergers and acquisitions Venture numbers are up and innovation and acquisition thereof is also on the rise. #FutureCloud 74
  • 75. ―It was interesting to see that almost half (45.7%) of survey takers said cloud computing was adding complexity to the management of IT, which is a problem the industry must address if it expects enterprises to fully embrace this model. On the upside, more than half of respondents (55.1%) said hybrid/multi-cloud providers will offer the biggest growth opportunities in the cloud ecosystem over the next 2-3 years - potentially a key to easing the complexity problem.‖ Jo Maitland, Research Director, Cloud Computing #FutureCloud 75
  • 76. Subscription fees dominate for cloud vendors 2012 77% 2013 66% 28% 23% 21% 13% 16% 16% 15% 10% 12% 4% 5% The cloud business is still a subscription business, but around a quarter of vendors are finding additional revenue through services and consulting. #FutureCloud 76
  • 77. CAGR 12-16 451 Research Market Monitor Report Cloud Segments and Overall Market Growth Through 2013 34% $17,95 $17,958 8 CAGR 12-16 35% CAGR 12-16 $9,194 38% $4,988 CAGR 12-16 28% $5,531 $3,775 $2,772 $1,359 2012 2016 IaaS 2012 $1,400 2016 PaaS 2012 2016 SaaS 2012 2016 Cloud #FutureCloud 77
  • 78. 2013 cloud IPOs are performing well 3 $1.4B recent IPOs in SaaS market capitalization at offer #FutureCloud 78
  • 79. North Bridge investments in cloud companies Belmont Technology Incorporated $2Bn+ Doubled 1 IPO 1 Filed to go public 4 Acquisitions 4 New investments #FutureCloud 79
  • 80. Cloud formed is differentiated NOT investing INVESTING Cloud Washed Cloud Formed #FutureCloud 80
  • 81. The A B C ’s of Cloud Forming #FutureCloud 81
  • 83. ―While businesses are still seeing some benefit in moving standard applications to the cloud—CRM, HRM, etc.—the greatest potential for innovation and competitive advantage is no longer in ‗same but cloud‘ but instead in ‗amazing because cloud‘. That is, the most exciting innovations focus on benefits that can only be achieved in the cloud. There were source control, document management, and message buses behind the firewall before GitHub, Box, and Zapier, but they all use the cloud to provide a fundamentally different and more valuable experience. They are all ‗amazing because cloud‘‖ Rob Gonzalez, Co-Founder #FutureCloud 83
  • 84. Section 7 Predictions are tricky, especially when they involve the future #FutureCloud 84
  • 85. Predictions • Boundary-less computing • New cloud formations • BYOC - Bring Your Own Cloud (services) • Out-Servicing #FutureCloud 85
  • 86. Clouds will blow with the winds of change Boundaries blurring… SaaS PaaS IaaS Internal Hybrid Public #FutureCloud 86
  • 87. Clouds will blow with the winds of change Boundary-less computing SaaS APaaS PaaS “PaaS squeeze ?” IPaaS IaaS Internal Hybrid Public #FutureCloud 87
  • 89. Expanding formations – including Sensor Cloud SENSOR NET MEDIA & ENTERTAINMENT SOCIAL, COLLABORATION MOBILE (+ LOCATION) eCOMMERCE (+ PAYMENTS) BIG DATA (+ ANALYTICS) #FutureCloud 89
  • 90. APIs for business processes as a service APIS SENSOR NET MEDIA & ENTERTAINMENT APIS SOCIAL, COLLABORATION APIS APIS APIS MOBILE (+ LOCATION) eCOMMERCE (+ PAYMENTS) APIS BIG DATA (+ ANALYTICS) #FutureCloud 90
  • 91. Additionally, year-over-year, cloud APIs on the rise CLOUD APIs INCREASING YOY 11.3 % #FutureCloud 91
  • 92. API growth & value Programmable Web API Growth 2005-2013 10,000 9,000 8,000 7,000 Valued at $250M 6,000 5,000 4,000 3,000 2,000 Sold to Intel for $180M 1,000 2005 2013 In addition to continuing the rise of the enterprise, the latest APIs show mobile as a driving force. #FutureCloud 92
  • 94. BYOC Bring your own cloud • • • • Bring services used at home to work Sharing services to link customers and partners Combining data between services Combining shared services as new business processes #FutureCloud 94
  • 95. “Cloud services are being adopted and used in a “boundary-less” way where users are seamlessly integrating them at home and work across all their devices. And in an increasingly mobile pattern of business today companies are compelled to accept and adopt this BYOC model. In fact businesses themselves are adopting the boundary-less approach as they look to disintermediate and squeeze money from their value chains, focus on their core competencies and “out-service” (outsource non-core services) via the cloud. With all this in mind they are looking to gain competitive advantage from a core benefit of the cloud, namely continuous innovation by passing it along to their customers in the form of faster time to market and responsiveness to market needs.” Michael Skok, General Partner @mjskok; @north_bridge; @futureofcloud; #futurecloud #FutureCloud 95
  • 97. Cloudburst of Big Data CUSTOMERS EMPLOYEES PARTNERS HOME WORK NIKE FUEL IPAD TELEVISION NEST THERMOSTAT BIG DATA INTERNET OF THINGS #FutureCloud 97
  • 99. To 4 things customers want vendors to know that could hurt vendors… Lack of Control Lack of Standards Lack of Integration Lack of ROI on TCO … and pain relief customers want Monitoring, Management & Transparency Interoperability, Portability Integration, Open APIs, Open Source Business cases & proof #FutureCloud 99
  • 100. Top themes in cloud Agility Drivers New Formations BYOC Scalability SENSOR NET Cost TCO Boundary-less Computing Business Leads IT CUSTOMERS EMPLOYEE S PARTNERS HOME WORK Reliability Inhibitors Compliance/Pri vacy Security Now Interoperability Complexity Future #FutureCloud 100
  • 101. North Bridge & GigaOM Thank Our 2013 Collaborators #FutureCloud 101

Editor's Notes

  1. If you’re going to start privateEconomies of scale Capacity for elasticity internal or need hybrid or public?Automation?Management?
  2. Gartner suggest the worldwide market will exceed US$109 billion in 2012,11 Gartner, The Channel, Link to Gartner article: http://www.gartner.com/it/page.jsp?id=2163616, 18 September 2012.IDC predicts global spending on public cloud services alone will approach US$100 billion in 2016.2 2 IDC, Link to IDC article: http://www.idc.com/getdoc.jsp?containerId=prUS23684912, 11 September 2012Merrill Lynch numbers – TAM nearly doubledFrom $117bn to $220bn 2020