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2013 Future of Cloud Computing - 3rd Annual Survey Results


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The 2013 Future of Cloud Computing 3rd Annual Survey was conducted in partnership with GigaOM Research and 57 industry collaborators. It focuses on Cloud adoption, growth, investment, and key trends emanating from the 2011 and 2012 surveys. For additional information and to get involved follow us @futureofcloud #futurecloud and visit

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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
  4. Section 1 Demographics #FutureCloud 4
  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
  6. Broadest industry survey 57 49% COLLABORATORS INCREASE YoY #FutureCloud 6
  7. Largest survey yet 855 RESPONDENTS #FutureCloud 7
  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
  32. still matters #FutureCloud 32
  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
  36. Section 3 Drivers #FutureCloud 36
  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
  43. Section 3 Inhibitors #FutureCloud 43
  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
  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
  82. Amazing Because Cloud #FutureCloud 82
  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
  88. New formations SENSOR CLOUD #FutureCloud 88
  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
  93. Everything-as-a-service Merging #FutureCloud 93
  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
  98. #FutureCloud 98
  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