Sample DaaS - Europe

DaaS Market - Outlook (2014-18)
for Europe
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ResearchFox Consulting is an Indian market research
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Copyright © 2015. ResearchFox Consulting Private Limited
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Table
of Contents
1. Introduction
1.1. Report Description
1.2. Objective
1.3. Scope of the Research
1.4. Regions Covered
1.5. Key Takeaways
1.6. Key Stakeholders
1.7. Key Terminologies
1.8. List of Abbreviations
2. Executive Summary
2.1. Executive Overview
3. Research and Forecasting
3.1. Research Methodology
3.2. Forecasting Methodology
4. Industry Landscape
4.1. Market Size and Growth
4.2. Competitive Landscape
4.3. Market Share
4.4. Company Classification
4.5. Region Outlook
4.6. Market Metrics
4.7. Porter's Five Forces Model
4.8. Key Drivers Analysis
4.9. Key Constraints Analysis
4.10. Key Opportunities Identified
4.11. Key Challenges Identified
5. Market Segmentation
5.1. Region
    5.1.1. Europe
    5.1.1.1. Market Size and Forecasting
    5.1.1.2. Key Drivers Analysis
    5.1.1.3. Key Constraints Analysis
    5.1.1.4. Key Opportunities Identified
    5.1.1.5. Key Challenges Identified
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Introduction 01 4

1. Introduction
1.1. Report Description
Desktop management has always been the talking point for companies as they can save costs by deploying
innovative technologies and models. While some firms have resorted to technologies like Virtual Desktop
Infrastructure (VDI) and Remote Desktop Services (RDS), one more contemporary desktop delivery model,
called Desktop-as-a-Service (DaaS), has gradually evolved. Providing access to desktops anytime anywhere
forms the basis of DaaS wherein these desktops are on cloud. However, this report provides information on
how particular types of DaaS will fare in the market and which model would be best to invest in as an end-
user of the technology.
This report presents interpretative and easy-to-understand facts on how the current DaaS market is
segmented based on end-user verticals, product types, delivery models, and geographies. It cuts through
several facets of the DaaS market such as market size, market share for each segment, and the drivers and
constraints of this marketplace.
1.2. Objective
1. To understand the DaaS market across the globe by addressing the challenges faced by the industry with
regards to the adoption of DaaS.
2. To estimate the size of present global DaaS market and its forecast.
1.3. Scope of the Research
Scope of the research was limited to understanding the market share across segments. Key
drivers,constraints and challenges along with their impact on various business functions in both short term
and long term were addressed.
1. End User Verticals
2. Product Delivery types
3. OS-based products
4. Regions based segmentation and their forecast.
1.4. Regions Covered
1. North America (USA, Canada and Mexico)
2. Europe (UK, Italy, France, Germany, Spain, Netherlands)
3. APJ (China, India, Japan, Australia and other Pacific countries)
4. Rest of the World (Middle East and Africa, Russia and other countries)
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1.5. Key Takeaways
The research conducted to understand DaaS markets in different regions of the globe have revealed some
valuable insights. Some of the key take away points involve:
1. DaaS as a market is yet to be defined by the industry, but the recent developments in mergers and
acquisitions by enterprise firms of specialized companies reveal that the industry is ready to embrace this
technology and move forward.
2. North America is the revenue focal point for DaaS closely followed by Europe and emerging markets in
Asia Pacific.
3. Desktop-as-a-Service is heavily dependent on the concept of 'Consumerization of IT'
4. The market share of DaaS is set to increase from over USD 230 million in 2013 to over USD 1 billion by
2018 at a CAGR of 34.5%.
5. North America and Europe together has been eye of the storm for more than 80% of the DaaS firms
6. DaaS is the best facilitator and the answer to many questions arising on security and the related aspects
of technological barriers. It is an enabler of BYOD (Bring Your Own Device) revolution
7. Telecommuting friendly firms are targeted by DaaS vendors as DaaS is a viable option for firms with
employees spending majority of their time on field.
8. 67% of the DaaS vendors are SMBs or Specialized firms followed by 18% mid size firms and 15%
Enterprises.
9. 2012 was a major year for DaaS with close to 23% of the companies established in the year followed by
2013 witnessing close to 17% of the companies.
10. Enterprises are slowly experimenting with the idea of adopting DaaS to achieve successful transition
from CAPEX to OPEX.
1.6. Key Stakeholders
As a business owner or stakeholder, one needs to pay attention to clues on what is going to happen in the
market, in order to stay ahead in the league. While it is good to participate with the own clan to understand
the current market better and to mature sales performance in existing markets, a smart stakeholder will
always seek information on its market and competition.
The major beneficiaries of these reports are DaaS vendors, DaaS end users, VDI service providers and IT
hardware companies. This comprehensive report allows companies to alleviate risk, recognize new
opportunities and initiate effective strategies for growth.
6

1.7. Key Terminologies
1. Application Virtualization: Refers to running an application on a thin client; a terminal or a network
workstation with few resident programs and accessing most programs which reside on a connected server.
Application virtualization refers to the separation of an application from the accessing client computer.
2. BYOD: Bring Your Own Device is the practice of allowing employees of an organization to use their own
computers, smartphones, or other devices for work purposes.
3. CAPEX: Capital Expenditure is money invested by a company to acquire or upgrade fixed, physical, non-
consumable assets, such as buildings and equipment or a new business.
4. Consumerization of IT: Is the blending of personal and business use of technology devices and
applications.
5. DaaS: The ability to access one's desktop from any device at any time from any location is DaaS (Desktop-
as-a-Service).
6. Desktop Virtualization: Is the concept of isolating a logical operating system instance from the client that
is used to access it.
7. Legacy Systems: Refers to outdated computer systems, programming languages or application software
used instead of available upgraded versions.
8. Mid-size: A firm having > 501 and 9. Mobility: Enterprise mobility is the trend toward a shift in work habits,
with more employees working out of their office and using mobile devices and cloud services to perform
business tasks.
10. OPEX: An operational expenditure (OPEX) is the money a company spends on an ongoing, day-to-day
basis in order to run a business or system.11. Server Virtualization: The physical server is partitioned into
smaller virtual servers. The resources of the servers are masked from users by software.
12. Session- based Virtualization: Allows multiple users to connect and log into a shared but powerful
computer over the network and use it simultaneously.
13. SMB: A firm having less than 500 desktop seats.
14. Specialized Firm: A firm providing specialized services only pertaining to a particular technology /
industry.
15. Telecommuting: Telecommute simply means to work from a remote location, usually a home office, by
electronically linking to a company. For many, the word telecommute implies employment (though working
off-site) because often companies don't allow non-employees to access their computer systems in order to
telecommute.
16. VDI: Virtual Desktop Infrastructure - A desktop-centric service that hosts user environments on remote
servers and blade PCs, which are accessed over a network using a remote display protocol. A connection
broker connects users to their assigned desktop sessions providing access from any work location.
17. Virtualization: Virtualization is the creation of a virtual (rather than actual) version of something, such as
an operating system, a server, a storage device or network resources.
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1.8. List of Abbreviations
1. APJ: Asia Pacific and Japan
2. BYOD: Bring Your Own Device
3. CAGR: Compounded Annual Growth Rate
4. CAPEX: Capital Expenditure
5. CEO: Chief Executive Officer
6. CIO: Chief Information Officer
7. CITE: Consumerization of IT for Enterprises
8. DaaS: Desktop-as-a-Service
9. DR: Disaster Recovery
10. EMEA: Europe, Middle East & Africa
11. IaaS: Infrastructure-as-a-Service
12. IDG: International Data Group
13. IT & S: Information Technology & Services
14. IT: Information Technology
15. ITU: International Telecommunications Union
16. NIST: National Institute of Standards & Technology
17. OPEX: Operational Expenditure
18. PaaS: Platform-as-a-Service
19. R&D: Research & Development
20. SaaS: Software-as-a-Service
21. SEA: South East Asia
22. SFDC: Salesforce.com
23. SMB: Small & Medium Scale Business
24. SPLA: Service Provider License Agreement
25. TCO: Total Cost of Ownership
26. UK: United Kingdom
27. US: Unites States
28. USD: United States Dollar
29. VDI: Virtual Desktop Infrastructure
30. SME: Subject Matter Experts
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Executive Summary 02 9

2. Executive Summary
2.1. Executive Overview
DaaS Set To Take Off
Originally invented and implemented to divide the huge mainframe computers, virtualization took birth in
the 1960s. Soon after IBM implemented the technology on their mainframes, a surge in Windows operating
system saw a huge demand for x86 servers which led to "distributed computing". This development in the
industry implied that virtualization was put on hold. Increasing costs of end-user computing maintenance
and servers meant that there was a need to look at alternatives. This is when VMware produced and
marketed its own virtualization products. Although IBM used the technology to implement it on their servers
in the mid-1980s, it was VMware that took it to the masses.
VMware re-introduced the technology to address the concern of increasing physical infrastructure costs in
the late 1990s. This was a phase when disaster recovery started gaining importance due to insufficient
disaster recovery options, which were proving to be a cause for concern across enterprises.
Expensive infrastructure paved the way for server virtualization which was an instant success resulting in
adoption from all quarters of the industry. It was a stepping stone for virtualization to evolve, giving birth to
desktop virtualization and VDI (Virtual Desktop Infrastructure). Some of the definitions involving
virtualization, VDI and DaaS are:
1. Virtualizing desktops is desktop virtualization. Creating a virtual environment within the desktop helps
with various PC related activities, which will not affect the performance of physical desktop. Fear of data
loss is nullified.
2. Virtual Desktop Infrastructure (VDI) refers to creating virtual desktops in an organization, which are
hosted in the data centers. VDI provides numerous advantages like workstation provisioning, centralized
patch management and secured data.
3. Desktop-as-a-Service (DaaS) is the delivery of desktops over Internet on any device at any time of the day
which could be accessed from anywhere in the world.
DaaS has gradually evolved from the shadows of virtualization to provide cost-effective desktop delivery
solutions to end users who are otherwise concerned with the upfront infrastructure investments, which is
necessary in case of VDI. While desktop virtualization is also referred to as a DaaS offering, the any device
factor plays a major role in the evolution of DaaS.
DaaS is important for companies that are looking at saving costs on configuration and maintenance of
desktops. With the evolution of 'Consumerization of IT', enterprise users are now looking at different lines of
operations within the organization to manage desktops. As telecommuting gains importance, DaaS will
provide quite a relief to enterprises concerned with employee productivity. While in-house VDI becomes
expensive, DaaS provides cost effective solutions to manage desktops via cloud. DaaS also provides
centralized management of desktops thereby simplifying the deployment and onboarding of applications
and users. All-in-all, this disruptive technology is set to take off and provide companies the much needed
relief in maintaining desktops.
DaaS is the Latest Disruption
10

Disruption in technologies is imperative. The level of disruption, however, is decided by the demand-supply
canvas.
DaaS is disrupting the IT industry for good. Companies are now more focused on redefining productivity.
Applications are already being rethought for suitability and compatibility. Bring-Your-Own-Device (BYOD)
has encouraged companies to adopt DaaS thereby allowing the prosumer (employee) to be the owner of
his/her desktop. Employee expectations reaching new highs with every passing year, companies are forced
to rethink their policies. Unlike VDI which is touted to be expensive, DaaS has disrupted the prices in
virtualization by providing cost effective desktop solutions. VDI has often been found wanting when the
desktop is far away from the datacenter thereby limiting the boundary of usage. With DaaS, one can access
the desktop remotely on any device, anytime from anywhere irrespective of location and its constraints as
long as the device is connected to the Internet. However, in emerging nations this factor of Internet
connectivity looms large on consumption of DaaS. While the developed nations have overcome this
constraint by upgrading the network infrastructure, the emerging nations are gradually reaching that stage.
Success of mobile broadband penetration has had a positive effect on DaaS and will certainly play a major
role in deciding the way it performs in the market.
Many anti-cloud proponents have often raised the question of security. It is believed that data security is a
major concern but DaaS eliminates that fear by storing all of the data in the data center. It is more secure
than a traditional PC where possibility of data loss is higher.
DaaS is still an infant technology in comparison to the other cloud offerings like DRaaS (Disaster Recovery-
as-a-Service), PaaS (Platform-as-a-Service), IaaS (Infrastructure-as-a-Service) and SaaS (Software-as-a-
Service). This disruption is here to stay and perform exceedingly well and throw wind of caution to other
virtualization technologies.
Allowing corporate accessibility to personal devices via DaaS will be the norm going forward.
11

Research and Forecasting 03 12

3.1. Research Methodology
Base Year: 2013
Forecasting Period: 2014 - 2018
3.1.1. Sampling
The leading suppliers of each end-user product categories that were chosen to provide a larger
representative sample.
Purposive unit sampling was adopted for every service segment such as verticals, regions, end-users and
others. This was resorted to, in order to elicit the appropriate inputs with regard to the qualitative growth
aspects of the market.
3.1.2. Secondary Research
The research methodology that was carried out was desk research through various journals, association
reports, and in house database to build a knowledge base on various market service segments, product
categories and industry trends.
Various fact based data was analyzed. Some of the sources included:
a. ResearchFox Knowledge Base:
Previous data on the market has been put through a rigorous and comprehensive analysis to analyze
the current state.
b. Desk Research:
Industry reports, annual reports, press releases, webinars, journals and publication, independent rating
agencies and government statistics.
3.1.3. Primary Research
Primary interviews were conducted among various stakeholders:
Product and service companies
Members of associations and alliances
Subject Matter Experts and Evangelists
Consultants and Strategists
13

3.1.4. Industry Information
It was essential to understand the current industry landscape, market dynamics, security ecosystem and
competitor metrics. To estimate the global market, Chief Experience Officers (CXOs), Marketing Heads, Sales
Managers and product stakeholders were interviewed.
3.1.5. Technical Information
In addition to the interviews with leading participants for industry-related information, ResearchFox
conducted interviews with Research and Development (R&D) and Design and Development teams to
understand the current usage of the products by service type and also to find out the emerging trends.
Finally, interviews with suppliers were conducted to cross check the validity of information and also to
understand the emerging trends in the end-user segment.
The detailed methodology for primary research is outlined below.
3.1.6. Primary Interview Questionnaire Design
ResearchFox developed a detailed questionnaire, which was used by the analysts as a guide for their
discussions. This process ensured the collection of all necessary data. The questionnaire was designed to
elicit unbiased industry level data (market size, production, sales, and others), that had check points
(questions such as company level information and their position in the industry acted as check points) to
ensure accuracy of the data. The questionnaire included the following sections:
1. Industry level information
2. Characteristics and Dynamics
3. Company-specific information
4. Market segmentation data
3.1.7. Interview Questionnaire Test and Validation
Following the design of the questionnaire, ResearchFox carried out some initial interviews to verify that the
appropriate market and technology data was generated. After the final design of the questionnaire,
ResearchFox began full scale primary research. Specific companies targeted for primary research interviews
were selected based upon market participation. Higher was the entity's profile, more attractive was the
entity.
14

3.1.8. Interview Process
As participants respond in the course of an interview, ResearchFox analysts are trained to move from lower
priority and/ or sensitive topics to increasingly key and/or sensitive topics in response to the interviewee's
behavior. This responsive and reflective interview process, combined with the analysts' ability to discuss the
industry and technical issues in an open and sharing environment, allows ResearchFox to probe for key
data, operations, and competitive information. Multiple contacts within a single organization and with an
individual are often planned and/or staged in order to optimize and complete the information gathering
process.
3.1.9. Research Validation
At a point, when 20 percent of the research interviews and/or data collection had been completed,
ResearchFox consultants evaluated the preliminary findings to assure that up-to-date results are in line with
project objectives. The analyst team analyzed the information from the interviews and information was
validated through a combination of the following validation techniques:
Cross checking with other primary data and previously developed in-house research
Review of secondary information, such as trade journals, annual reports and industry directories
15

3.2. Forecasting Methodology
3.2.1. Step-by-Step Methodology for Market Estimation and Forecasting
Market Estimation and Forecast Methodology, 2014
Step Method
1
Understand the market mechanism for the market through structured, systematic and theoretically established
norms of analyzing, designing, introducing and quality assurance of the market estimation
2 Measuring the various market drivers, constraints, opportunities and challenges at regular intervals of time
3 Integrate expert-opinion of discussions in consultation with the ResearchFox Analyst team
4 Market estimation and forecast calculation
5 Delphi method and Causal Analysis used as and when required
6
Rigorous quality check with heads of Research Team, Subject Matter Experts and Consultants before final
publication
Source: ResearchFox
Significance and Importance of the Market Forecast, 2014
Sr. No. Significance and Importance
1 Helps revisit on the company's R&D investments
2 Keeps the Sales and Marketing team posted on the market prospects
3 Strategize investment and expansion plans
4 Improve business planning
5 Helps create business aims and set sales figures within the company
6 Aware of the current market competition
7 Support plans for Merger and Acquisition (M&A)
Source: ResearchFox
16

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