penteo universe cloud computing 2013

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Cloud Computing

June 2013 Penteo Universe

by David Montia with Enric Cánovas and Pilar Pedrosa

June 2013

The cloud computing market is in the process of maturing and growing, and

numerous suppliers with potentially attractive offers are in the process of

developing their capability to provide value-added services to Spanish

customers.

Suppliers are developing their cloud service portfolios in order to create a

comprehensive offer that enables them to acquire new customers, build loyalty

among existing outsourcing clients and create a strong customer base that

allows them to consolidate the solutions demanded by the market. The uneven

development of cloud service portfolios means that each supplier has unique

capabilities, and that customers will always be able to find a provider that

offers the appropriate solution for their specific needs. The wide-ranging

nature of cloud computing has given rise to a diverse range of offers: the

strength of suppliers with similar capabilities lies in only some of the service

models (IaaS, PaaS or SaaS). Traditional specialisation is replicated; those

suppliers who are strong in the area of infrastructure have high capability in

IaaS, while providers primarily focused on applications have a more

comprehensive and powerful portfolio in SaaS and PaaS.

The relative immaturity of the market means that it is premature to talk about

customer loyalty. Day after day, we see suppliers enter the market convinced

of the necessity of including cloud computing solutions in their offer, and we

see new providers specialised in cloud services. Customers are looking for

flexibility and speed and, above all, experienced suppliers that can provide

references of experience in similar services, something that not all suppliers

are in a position to provide.

While cloud computing is starting to become a priority for businesses, it still

plays a secondary role in the sourcing strategy. Most companies have procured

the service on a trial basis or by taking tentative steps so as to be able to assess

the results before deciding to embrace it, albeit gradually, and with the idea of

building a hybrid cloud in the short to medium term. Collaboration and e-mail

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continue to top the list of procurement intentions, at 57% and 49%,

respectively. This forces suppliers to have a mixed offer comprised of

traditional solutions supplemented with cloud computing services.

Furthermore, in most cases, they do not have a specific strategy to attack the

market with cloud computing solutions, instead opting to include the service

in their outsourcing and/or other types of service strategies.

With regard to budgets for ICT, we find that the intention to purchase IaaS

and SaaS services in 2013 is similar. Cloud computing ranks fourth in the list

of spending priorities of Spanish CIOs, with 92% of businesses saying that they

intend to maintain (36%) or increase (56%) spending on SaaS services in 2013

and 94% intending to maintain (29%) or increase (65%) spending in IaaS

services.

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This Penteo Universe analyses the relative positioning of market players on

the basis of two major aspects:

a) Capability: Analysis of different indicators to assess the extent to

which players have the means, resources and capabilities required to

provide cloud integration services to customers in Spain.

b) Features: Analysis of different indicators to assess the level of

maturity, depth and satisfaction of customers with the services

provided by players in each of the functional areas included in the

analysis.

Table 1 shows the indicators, broken down into sub-indicators, which were

used to conduct the assessment that gave rise to the Penteo Universe

positioning.

To assess customer satisfaction levels, primary source research was conducted

via electronic questionnaires which were sent to the information systems

managers and infrastructure and application managers of 40 companies in

Spain to gauge satisfaction levels with the IaaS, PaaS and SaaS service models

and other variants (BPaaS, DaaS, etc.). The research was carried out between

January and April 2013. In addition, interviews were held and information

was gathered through questionnaires from the directors of the 11 suppliers

analysed in order to obtain detailed information on their portfolios and value

proposal.

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Table 1: Assessment indicators

Aspect Indicator Sub-indicators

Capability Geographical presence Geographical coverage Spain Existence of technical or support centres in Spain Presence in LATAM, APAC, Europe and USA Existence of Cloud DPCs in Spain, Europe and rest of world

Industry coverage Industry strategy Cloud industry strategy

Channel strategy and alliances Sales Supply

Commercial strategy Target Cloud commercial strategy Cloud commercial organisation

Deployment capabilities Own capabilities IaaS, PaaS, SaaS and other (BPaaS, DaaS, etc.) Own cloud technical staff Spain, Europe and rest of world Certifications Certifications in Spain

Solvency and viability Years of experience of the supplier in Spain Annual revenue in Spain Performance (growth) Profits (total) Growth policy Shareholding structure Years of experience in the cloud market in Spain Annual revenue from cloud computing in Spain and rest of world

Product strategy Clarity of portfolio Product/service roadmap

References No. cloud customers in Spain No. cloud customers in rest of world No. new cloud customers in Spain in the last year

Coverage Type of contract Features of contracts for the provision of cloud services (minimum time commitment, term, penalties, etc.)

Pay-per-use Terms and conditions of payment for cloud services based on actual use

Service levels Cloud-specific SLAs Self-provisioning Self-provisioning capabilities Financing options Alternatives offered for the financing of cloud services

procurement Transfer of assets Alternatives offered for the transfer of assets from the

customer to the supplier in cloud services procurement Link with outsourcing Dependence of the procurement of cloud services on existing

outsourcing contracts IaaS, PaaS and SaaS portfolios, etc.

Elements of the portfolio and their features

Deployment options Availability of services in public, private and community models

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This Penteo Universe focuses on ICT service providers with the capability to

offer IaaS, PaaS and SaaS service models and other variants (BPaaS, DaaS,

etc.) in an outsourcing environment in Spain, as well as the capability to

implement two or more of the existing deployment options (private,

community, public or hybrid). Based on these criteria, we analysed 11 leading

companies in the Spanish market which we believe have the strongest

presence and capability, and bearing in mind the aforementioned criteria for

inclusion in the study1.

As mentioned previously, the cloud computing market is in the process of

maturing and growing, and numerous suppliers with potentially attractive

offers are in the process of developing their capability to provide value-added

services to Spanish customers. Most of the suppliers analysed in the study are

positioned within the star quadrant. Even with this concentration of players,

there are clearly two inclusive groups:

1 Accenture, Capgemini and IECISA were selected for the analysis but declined to provide information for the study.

STARS

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Of particular note is T-Systems, followed by IBM and HP as the

suppliers with the highest ratings in the market.

Atos, CSC, Fujitsu, Indra, NTT and Telefónica fall into the second

category, having high capability but only for some of the service

models (IaaS, PaaS or SaaS). Of particular note are the results of NTT

and CSC in customer satisfaction. It was found that the results of

Everis need to be improved in terms of capability and coverage.

Penteo’s definition of ‘kites’ are emerging players which, while not analysed in

the Penteo Universe study, nevertheless have compelling value proposals

which deserve a mention. In this market, we identified the following players

which we believe can be categorised as ‘kites’:

Nexica is a supplier with more than 15 years’ experience in the Spanish

market. It provides cloud computing services out of its data centres in

Barcelona and Madrid and is experiencing annual growth of almost 10%.

Nexica employs over 70 people, most of whom are engaged in its core

business, which is cloud computing. Although primarily focused on IaaS/PaaS,

the Nexica Cloud and Cloud Expertise solutions also include SaaS solutions in

community, private and hybrid environments. Its specialisation in cloud

computing gives it the capability to provide quality services, particularly in

hybrid environments, to large businesses, without the need to have a large

structure.

Tecnocom is one of Spain’s five IT service providers specialised in the

development of solutions. It has a presence in Spain and a new presence in

Latin America. It has 5,800 employees, more than 600 of whom are engaged

in the provision of technical support for outsourcing services, including cloud

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computing. Tecnocom is progressively entering the cloud computing market

with the aim of integrating its current capabilities and marketing private and

hybrid cloud computing services, as well as providing a tool to meet its

customers' demands for scalable infrastructures. Tecnocom sees cloud

computing as a development on the commercial and delivery model of its

software platforms and applications and its service offer in this area includes

automation tools to accompany customers in their migration towards cloud

computing.

Part of Verizon since 2011, the gigantic US telecommunications operator

Terremark has more than 20 years’ experience in the market. It is

headquartered in Miami and has more than 14 data centres worldwide.

Terremark had traditionally been regarded as an important player in hosting

and colocation services; however, since the Verizon acquisition, and with the

backing of the new company, it has its sights firmly set on the provision of

IaaS services. It has a DPC in Madrid from which it provides private cloud

services in addition to the more traditional colocation services. From its

Enterprise Cloud platform it also provides public and hybrid cloud services,

and its rapid vCloud™ Express cloud delivery service for small departmental

or prototyping environments deserves a special mention.

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Atos came about after Atos Origin's acquisition of the IT division of Siemens in

2011. Since then it has grown considerably and is currently one of the largest

global suppliers in the European IT market. Atos has more than 5,400

employees in Spain, 100 of whom are engaged in the provision of cloud

services. Atos does not have cloud data centres in Spain, but provides services

out of its centres in the Netherlands, Germany, the UK and France. The

solutions are sold through the Atos Cloud Services division, which has 2,000

employees worldwide, and Canopy, a joint venture with over 500 employees

engaged in SaaS and PaaS. Atos has dedicated cloud staff in Spain, both for

sales and service delivery.

Strengths

- Cloud computing is a key strategy for the company, both nationally

and worldwide. Atos has a strong and specialised sales force and

service delivery team worldwide.

- Possibility to procure cloud computing solutions, such as Canopy’s

SaaS, separately from outsourcing services.

- Comprehensive and detailed portfolio.

Aspects that could be improved

- Limited number of references in Spain.

- The cloud services currently provided are generally private clouds

hosted in the company’s DPCs, although there are no cloud computing

centres in Spain. Despite the fact that Atos has no cloud computing

centres in the country, it recently reached an agreement with other

suppliers for the joint operation of a supercomputing platform from

which Atos will deliver cloud services from Spain.

- The level of flexibility and variety in terms of self-provisioning, pay-

per-use and SLAs for the procurement of cloud services is lower than

those of its competitors.

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Cloud Computing


CSC is an American IT provider which is present in 58 countries and has

96,000 employees. Although it has no cloud data centres in Spain, it does have

important centres in the European Union in the UK, Luxemburg, Denmark,

Germany and the Netherlands, and up to 13 other centres in the rest of the

world. The company has a dedicated cloud computing division, Cloud Services,

comprised both of sales and pre-sales staff. Together with big data and

cybersecurity, this is one of the divisions that the company has earmarked for

strategic growth. CSC has established strong alliances for the provision of

cloud technology, with the core platform being VCE Block, the result of an

alliance between Cisco, EMC, VMware and Intel. In the last year, the

company’s cloud computing division reported revenues of approximately 400

million dollars, double the previous year’s figure.

Strengths

- High capability and experience in the delivery of cloud services

worldwide, particularly IaaS.

- A clearly defined and comprehensive cloud computing value proposal

with a detailed development roadmap and adequately equipped for

development in the global market. Cloud computing has been

earmarked for growth and specific resources have been allocated to

the division.

- Specific cloud delivery model (self-provisioning, SLAs and pay-per-

use) independent of the traditional outsourcing services model.


- Has allocated fewer specific resources for cloud services in Spain than

its competitors, both at the sales and service delivery level, although it

does have a team in Spain.

- Has no concrete cloud computing references in Spain, which is an

important aspect for the positioning of CSC as a leading cloud player

in Spain.

- Its SaaS offer is still limited, although the areas it does cover (e-mail,

telepresence and unified communications and business solutions such

as billing, legal and SRM) are very comprehensive and clearly defined.

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Everis is a Spanish multinational company which is present in Spain, Italy,

Portugal, USA, Benelux, UK, Colombia, Argentina, Chile, Mexico, Brazil and

Peru. It has over 10,000 employees, more than 6,000 of whom work in Spain.

It does not have its own cloud computing centres and therefore delivers IaaS

services with the support of partners such as NTT, Terremark (now Verizon,

after being acquired by the latter in 2011) and Amazon. In the PaaS area, it has

full capability for the implementation of third-party solutions such as

Salesforce and Google. It has its own platform for the delivery of SaaS services

through the Everis-owned company Everilion. Everis has a differentiated

multi-sector offer for banking, insurance, utilities, the public sector and

telecommunications, and a cross-sector offer for SAP, technology and

outsourcing services. The company has decided to use third parties for the delivery of services

instead of investing in its own data centres.

Strengths

- High integration capability for third-party solutions.

- Everis has its own SaaS platform which is provided by one of the

companies in its group, Everilion.

- Extensive penetration and coverage of the Spanish market.


- Everis has stated that it does not plan to use cloud computing as a

separate part of its offer to secure new customers, but merely intends

to use it as yet another delivery tool. This may cause barriers to growth

in cloud services, as customers will not regard it as a leading supplier

in the area.

- The level of flexibility and self-provisioning of its IaaS service model is

lower than those of its competitors.

- Everis's offer of comprehensive solutions is more competitive than its

offers that focus exclusively on infrastructure.

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HP is the world’s largest multinational IT company and provides a vast range

of products and services. It has over 350,000 employees, more than 500 of

whom hold high-level certifications and are engaged in the implementation of

cloud computing solutions; of these, 75 are currently employed in Spain. HP

has Centers of Excellence in the Philippines, China and Costa Rica. It is

present in all sectors of activity in almost every country in the world. Two

divisions of HP offer cloud computing products—Enterprise Services and

Enterprise Group. Its strategic focus is private cloud IaaS/PaaS—as a variant

of traditional ITO but supplemented with ITO/APPS services—and community

cloud IaaS/PaaS with management services. It has a DPC in Spain for the

delivery of cloud services and will add a second DPC in the third quarter of the

year. HP has support centres in Madrid, Barcelona, Zaragoza, Valencia,

Seville, Bilbao, León, La Coruña, Girona, Almería and Oviedo.

Strengths

- HP is an extremely powerful supplier as it offers cloud services as part

of its outsourcing offer, thus achieving synergies and cost savings.

- HP has the financial and technological capacity to undertake

outsourcing projects that require complex transition and

transformation processes, including solutions in the areas of IaaS and

PaaS.


- Although it is improving, HP needs to demonstrate enhanced

capability in some service models and deployment options. It needs to

work on improving the positioning of its public/community platform

vis-à-vis its competitors and should complete the content of its SaaS

and BPaaS (business process as a service) portfolios.

- Even though it offers multiplatform services, customers note HP’s

preference for using HP products, and some companies are therefore

concerned about the possibility of vendor lock-in and the ability to

create hybrid clouds.

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Operating in more than 170 countries, IBM is one of the world’s largest ICT

service providers. More than 65% of its revenues come from outside the USA.

It has a worldwide workforce of more than 400,000 employees (7,000 in

Spain). It has service and innovation centres in Madrid, Barcelona, Cáceres,

Zaragoza, Reus, Salamanca and Orense, among other locations. IBM has 17

centres devoted exclusively to cloud computing in different countries; 7 of

these are in Europe (Germany and France) and provide coverage to customers

worldwide. In addition, it has announced plans to open its first cloud

computing centre in Spain in 2013, which will also provide services to

customers worldwide. IBM offers an integrated cloud computing solution:

consulting, solutions for the implementation of private clouds, IaaS, PaaS,

SaaS and BPaaS (in private or community clouds). Its cloud computing

solutions are encompassed within IT services, although outsourcing services

may include cloud services in outsourcing deals. IBM is committed to leading

open standards in cloud computing and is a Platinum member of OpenStack’s

steering committee, as well as a founder of the Cloud Standards Customer

Council.

Strengths

- IBM has enormous capability both technical and functional to cater to

the needs of most companies in all industries. It has an extensive and

comprehensive portfolio of cloud computing solutions.

- IBM has the experience, technology and methodology to allow

traditional environments to coexist alongside cloud environments,

whether public or private.

- IBM is the supplier that consumers most associate with IaaS; it ranks

second in SaaS solutions and is one of the top 3 in e-mail and

collaborative solutions.


- Customers state that IBM’s response to specific customer requests

could be improved.

- The privacy surrounding its roadmap for cloud computing, which has

not been publicly communicated to the market, prevents its value

proposition from fully reaching potential customers.

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Indra is a Spanish multinational ICT company with approximately 42,000

employees. It is present in over 128 countries and primarily targets emerging

markets. It has a very strong presence in Latin America, where it employs over

7,000 people, and has offices in almost every country in the region. Its strategy

in emerging markets such as Africa and the Middle East also deserves a special

mention. In Spain, it has cloud computing centres in Madrid and in

Barcelona’s 22@ district; and in Latin America in Argentina, Brazil, Colombia,

Mexico and Peru. Under the direction of the company’s in-cloud division,

cloud computing solutions are sold directly to customers, although it also has

sales agreements with major market players such as BMC, Cisco, Telefónica,

NEC and Microsoft. Indra’s portfolio focuses heavily on the provision of

vertical solutions with SaaS and PaaS. It currently offers more than 35 vertical

solutions to government agencies, energy, industry, customer management

and financial processes, among other industries, and has its own development

platform known as G. Its community IaaS proposal, Flex-IT, provides

packaged cloud computing solutions in the areas of infrastructure, network

architecture, desktop as a service, backup and storage.

Strengths

- Strong presence in the Latin American market, where it has its own

cloud computing centres for the provision of services in countries in

the region.

- Important alliances and agreements with upscale technology partners,

both for the delivery and sale of cloud services.

- Vertical SaaS offer with numerous solutions to meet specific needs in

different industries and to cater for specific management processes in

organisations.

- Full proprietary PaaS offer.


- Indra’s commercial strategy for cloud services is still strongly linked to

the outsourcing strategy. It is generally through outsourcing

operations that attention is attracted to the cloud. The commercial

strategy should be strengthened by focusing exclusively on cloud

services.

- The level of flexibility and self-provisioning of the IaaS service model

is lower than those of its competitors. Furthermore, procurement

conditions in operations where IaaS solutions are not linked to the

procurement of SaaS or PaaS could be more competitive.

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Fujitsu Spain is the Spanish subsidiary of the Japanese multinational IT

service provider Fujitsu Limited. Fujitsu offers products and services in all ICT

areas in more than 70 countries. It has a workforce of 173,000 employees

(1,800 in Spain), of whom 150 are engaged in cloud services. It has service,

management and excellence centres in Madrid, Barcelona, Valencia, Seville,

Málaga, Bilbao, Zaragoza, Santa Cruz de Tenerife and Las Palmas de Gran

Canaria. Fujitsu has a portfolio of cloud computing solutions for everyone in

the business market, and provides services that can be tailored for both SMEs

and large corporations. It regards cloud computing as a capability that cross-

cuts its entire service offer. Fujitsu has 6 Global Cloud Centres in Europe, Asia

and the Americas that cover IaaS, PaaS and SaaS. It also has more than 100

service management centres worldwide to supplement its global cloud services

with local solutions that cater to specific needs. Fujitsu has a local IaaS service

specifically for Spain.

Strengths

- Fujitsu has strong links with technology, a commitment to innovation

and a solid offer for the management of cloud services, making it a

major player in technologically complex operations.

- It has a SaaS application portal with more than 80 business solutions,

making it one of the most comprehensive offers on the market in this

area.

- Customers rate Fujitsu very highly in terms of flexibility and its ability

to adapt itself in order to cater to different business needs.


- Fujitsu needs to allocate specific resources to cloud computing in

order to improve customer satisfaction with these types of services.

- Despite its extensive offer in SaaS services (with more than 80

applications), customers do not identify Fujitsu as a cloud services

provider in the area of SaaS; it should therefore review its strategy in

order to strengthen its presence in the market.

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NTT Communications Corporation was founded in 1999 as a wholly-owned

subsidiary of NTT, one of the world's largest telecommunications operators.

With operations in 31 countries, it has a strong presence in APAC and Europe

and has 16,500 employees worldwide. Cloud is NTT’s core business

worldwide. In Spain, it has offices and its own cloud data centres in Madrid

and Barcelona. It has a comprehensive and varied offer, primarily in IaaS, in

public, private and community deployment models. It has 80 employees

engaged exclusively in these types of services in Spain, more than 200 in

Europe, and has 100 references. Cloud computing solutions, particularly in

IaaS, currently account for 35% of NTT's revenues in Europe.

Strengths

- High capability and experience in the delivery of cloud services in IaaS locally and globally. More than 200 data centres worldwide (20 in Europe).

- Company strategy revolves around cloud computing, and specific

resources have been earmarked for the development of the division in

Spain and Europe.

- Advanced delivery model, with services based on elements such as

self-provisioning, pay-per-use and very flexible SLAs.

- Customers highly satisfied with the quality of the service received.


- A limited SaaS offer in terms of the number and variety of solutions.

- Limited capacity to provide its own integration and consulting

services, as it generally requires the support of third parties.

- Customers still see NTT as a global telecommunications services

provider. It should improve its communications activities in order to

build a reputation for itself as a leading supplier of infrastructure

services, and cloud computing.

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Telefónica is one of Spain’s largest companies. It has been operating in the

country for 89 years and offering cloud computing services since 2007. It has

approximately 35,000 employees, 650 of whom are engaged exclusively in

outsourcing, including cloud computing. It is present and provides services in

every region of Spain, and Telefónica Grandes Clientes caters to the needs of

its big customers in 29 countries in Europe and 14 countries in the Americas

through own operations and third-party alliances. It has 6 DPCs in Spain, all

fully equipped to deliver cloud services (Alcalá de Henares, Julián Camarillo,

Tres Cantos, Terrassa, La Rioja and the Canary Islands), and 3 in Europe (UK,

Czech Republic and Germany). Its plan for cloud computing is to better cater

to the needs of its customers by integrating proprietary and partner solutions

in hybrid environments. Its portfolio is focused on private IaaS clouds using

the ‘Virtual Data Center’ solution, an IaaS solution for business environments,

integrated with business communications and business solutions; public

clouds with ‘instant servers’, an IaaS solution with self-provisioning of servers

and storage with the focus on high performance; and Aplicateca, a service for

the marketing of SaaS applications.

Strengths

- Telefónica Grandes Clientes (Telefónica) is a large corporation with a

national and international presence and a very sound economic and

financial situation.

- The decision taken some years ago to focus on cloud computing is

beginning to bear fruit, especially in the area of infrastructures, and

Telefónica is becoming a major player in the Spanish market.


- Telefónica does not have sufficient internal capability for some of its

services and its portfolio is incomplete, especially in the areas of PaaS

and BPaaS.

- While it is making a major effort in this area and is undergoing rapid

change, the company is still focused on telecommunications and

technology-based IT services, and not on the business and

management of processes.

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T-Systems, Deutsche Telekom’s subsidiary for large companies, is one of the

leading ICT solution providers in Europe. It has more than 47,000 employees,

3,900 in Spain, of whom 300 are engaged in the implementation and delivery

of cloud computing services. It is present in Madrid, Barcelona, Bilbao,

Valencia and Seville, in addition to other locations. T-Systems operates in all

sectors of activity, with a strong focus on the public sector, healthcare,

insurance, finance, retail, telecommunications and the automotive industry.

Its overall portfolio is based on five core beliefs: security/governance, mobile

enterprise, collaboration, sustainability/corporate responsibility and dynamic

Net-centric solutions, with the latter linked directly to cloud computing

solutions. It has 2 cloud DPCs in Madrid, 1 in Ávila, 3 in Barcelona and a

fourth, currently under construction, which will be devoted exclusively to

cloud computing, and 90 cloud DPCs worldwide, several of which are in

Europe, mainly in Germany. Its portfolio has evolved since 2004 and it

currently offers a full range of cloud computing services (IaaS/PaaS/SaaS)

under private and community deployment models.

Strengths

- T-Systems is one of Spain’s largest ICT providers. Backed with the

strength and capability of its German parent company, it is capable of

undertaking integrated projects that include cloud computing

solutions of different types and scope, both locally and internationally.

- It has a comprehensive cloud computing offer: portfolio of solutions

based on sound methodologies and high availability of specialised

human and technical resources for cloud computing.

- Because of the company’s economic strength and financial muscle, it is

in a position to offer its customers more favourable conditions than

other competitors for complex outsourcing operations involving cloud

computing.


- Customers generally see T-Systems as an infrastructure provider; the

company should therefore reconsider its positioning in other areas if it

is to change these perceptions.

- T-Systems’ penetration of the Spanish market is still concentrated in

Catalonia. Bearing in mind the action it has already taken to readdress

this, we expect to see increased activity in other regions of Spain,

preferably in Madrid.

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The information contained in this document is the exclusive property of Penteo. Partial or total reproduction without express consent is prohibited. The information contained in this publication was obtained from sources believed to be reliable. Penteo disclaims all responsibility for the inaccuracy, incompleteness or inadequacy of information, as well as for any errors, omissions or inadequacies in the data. This publication contains the opinions of Penteo which are not indisputable facts. Penteo reserves the right to change the content without prior notice.

- T-Systems should complete its SaaS portfolio with a number of key

business applications.

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