The Future of the Dutch Cloud and Hosting Industry

1. The Future of the Dutch Cloud &
Hosting Industry
Pim Bilderbeek, Principal Analyst,
The METISfiles

2. Technical and
functional
management,
…
Web hosting,
Domain names,
VPS,
Email, ….
Cloud,
Colocation,
Dedicated HW,
CDN, ….
Web
Infrastructure Applications
Services
Management,
Support,
SLA, …
Dutch Cloud & Hosting Industry
• Provide Web, infra, app hosting or
combination of all three
• Hosting can be core or context
• Hundreds of small (web) providers
• Top 10 Independent Dutch Cloud
& Hosting Providers have 150
employees on average and have
been established 15 years ago
• Majority of providers established
less than 15 years ago
• Lots of M&A activity
• SOHO and SMB most common
customers
• Built on direct sales
• Growth market

3. What is Driving Market Growth?
Cloud &
Hosting
Digitalisation
of products &
services
IT
Infrastructure
Outsourcing
Everything-as-
a-service
Web hosting Application hosting
Infrastructure hosting

5. The Big SwitchOn-
premise
Co-
location Hosting IaaS PaaS SaaS BPaaS
Data center infrastructure
Physical Computing
Virtual Computing
Software Dvlpt
Applications
Business
Process
control elasticity
dedicated
dedicated
dedicated
shared
shared
shared
dedicated
shared
dedicated
shared
dedicated
shared
ServicesSoftwareHardware
ServicesPlatforminfrastructure
Oud Nieuw

6. SaaS
76%
PaaS
4%
IaaS
20%
Dutch Cloud Providers
by Segment
19%
3%
3%
3%
4%
4%
5%
6%
9%
12%
13%
19%
Other
Healthcare
Document
Management
Time Management
Education
Collaboration
CRM
Digital Marketing
HRM
Finance/ERP
Communications
Online Workspace
0% 5% 10% 15% 20%
Dutch SaaS Providers by
Category
Of SaaS providers that have an
IaaS partner are located in a
Dutch data centre, 16% are in
another European country, 15%
are in the US
69%
Of SaaS providers have an IaaS
partner, 42% have their own
infrastructure
58%
Of SaaS providers that have an
IaaS partner provide online
ordering and onboarding
compared to 21% of those that
have their own infrastructure
45%
CloudscapeNetherlands
Version 1.4
Top 275 Dutch public cloud
computing providers

7. Model:
Public, Private,
Hybrid
Application:
Social, Analytics,
Mobile, IoT
Service:
SaaS, IaaS,
PaaS, BPaaS
Datacenter:
On-premise,
Co-location,
Cloud
Provider:
Amazon,
Microsoft,
Softlayer
A Hybrid, Multi-Cloud World
integration orchestration
management sourcing
control

8. Changing Service Provider Roles
• Delivering automated network services from carrier cloudsCarriers
• Switching hubs for cloud, content and connectivityData Centres
• Orchestrating automated infrastructure services from
hybrid multi-cloudsInfrastructure hosters
• Delivering application management services from hybrid
multi-cloudsApplication hosters
• SaaS provider delivering software-as-a-service from a multi-
tenant cloudSoftware providers
• BPaaS provider delivering automated business services
from a multi-tenant cloudOutsourcers

9. Choose Your Battleground
Global cloud
providers, …
New managed
service providers,
…
Co-location
providers, …
Traditional
managed service
providers, …
Managed Hybrid
Multi-Cloud
Providers
Unmanaged
Private
cloud
Public
cloud
Managed

10. Global Public Cloud Partners of Dutch
Cloud & Hosting Providers

11. Technical
and/or
functional
management,
…
Web hosting,
Domain names,
VPS,
Email, ….
Cloud,
Colocation,
Dedicated HW,
CDN, ….
Web
Infra Apps
Services
Management,
Support,
SLA, …
Products & Services Markets & Specialisation
•High performance, high
availability, self service, low
cost, ...
Specialisation
•Multinationals, large
corporate, SMB, SOHO,
consumer, …
Customer size
•Trade, media, government,
healthcare, …
Vertical
market
•Developer, administrator,
online marketer, …Role
Department
Choose your Specialisation

12. How To Remain Relevant?
• Maintain direct customer contact and trusted advisor role
• Invest in automation, orchestration and self service to drive
down costs and cater for hybrid cloud customers
• Manage infrastructure investments for minimal risk and
maximum returns
• Invest in an effective partnering strategy, e.g. partnering
with public cloud providers to cater for hybrid cloud
customers
• Size: active merger and acquisition strategy.
• Specialize: focus on segments that value direct customer
contact and trusted advisor role
• What is your key differentiator?