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AMI-Partners Cloud Services Practice

New York, Houston, Seattle, Singapore, Bangalore, Kolkata, London, Tokyo


(ALL CONTENT IN THIS DOCUMENT REPRESENTS AMI-PARTNERS INTELLECTUAL PROPERTY AND CANNOT BE REPRODUCED WITHOUT WRITTEN CONSENT FROM AMI-PARTNERS)

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Source: AMI-Partners (www.ami-partners.com) 2011

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AMIs SMB Cloud Services Practice

AMI WW SMB Cloud Services Tracking


Fixed versus mobile Unified Comm (UC) Equipment Churn & ARPU Notebooks Netbooks Tablets Smart phones Servers Networking

Communications

Devices & Platforms

Bundles, Prices, Seats, Private, Public


Storage Security PCs Networking Servers Virtualization Migration

IaaS & Managed Services

SaaS

Productivity Collaboration Accounting CRM ERP/Financial HRM BI

Channels
Source: AMI-Partners (www.ami-partners.com) 2012

Competitors
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Geographies
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WW SMB IT/Telecom Spending: Migration to Cloud Accelerating


2010 Total In $ Millions Computing Software Networking Security Storage IT Services Internet Telecom Equipment Telecom Services $843,532 $160,964 $70,036 $16,840 $14,714 $25,217 $168,903 $106,417 $22,216 $258,226
% of total

Migration to Cloud
Proportion of WW IT/Telecom Spend Migrating Into The Cloud

19% 8% 2% 2%

$136 B
12.2% 11.3% 10.4% 9.6% 8.9% 8.3%

3% 20% 13% 3% 31%

$70 B
2010 2011 2012 2013 2014 2015

Computing = PC Hardware, PDAs, Printers, Peripherals, Servers Networking = Routers, Hubs, Switches, WLANs, Other Networking HW
Source: AMI-Partners (www.ami-partners.com) 2012 AMI-Partners
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AMIs WW SMB Cloud Services Report Summaries


1. State of the SMB Cloud Topline Overview
SMB background: Firomgraphics, business performance and ICT infrastructure snapshot Current and planned cloud services adoption applications (HR, accounting, CRM, etc); managed IT services, UC Usage behavior: Public vs. private clouds. Presence and role of internal IT support staff in implementation of cloud services Cloud impact: Penetration, spending and market opportunity by employee size and vertical industry lenses
Source: AMI-Partners (www.ami-partners.com) 2012 AMI-Partners

2. SMB Cloud Playbook Strategic and Tactical GTM Planning Guide


Key segments driving cloud adoption: In-the Cloud Vs. Others In depth profiles and comparisons Cloud services bundle preferences: Take rates , seats and price elasticity productivity, LOB, UC, ITaaS. TAM and revenue uplift analysis by price point and services bundles Purchase channels: Service provider selection criteria. Role of Telco (ILEC/CLEC) as a channel. Service bundling impact on churn and ARPU

Roadmap and implications for target marketing, service bundling, pricing, messaging and channels engagement

Strong Opportunity for Service Providers to Broaden Revenue Stream, Increase ARPU and Reduce Churn, With Successful Bundles

E.g. Office 365 (P,K,E)


Office Professional Plus Exchange Online Lync Online SharePoint Online

Transforming revenue stream poses key questions: Key drivers of selecting providers

PCs Web Conferencing

PBX Servers Network VoIP Storage Office 2010

Voice Broadband

SaaS
Productivity & Collaboration

Core

Data Services
Wireless

UC
IM

IaaS & Managed Services


IT Help Desk
ERP

Preferred solutions portfolio: Product/services bundling preferences Core SMBs: profile and characteristics Cost of sales

SaaS
Business Management

Video Conferencing Web Hosting

HRM

Security

Accounting Business Intelligence


CRM

Implications: promotions, onboarding, activation, migration & support

Source: AMI-Partners (www.ami-partners.com) 2012

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AMIs SMB Cloud Services An Integrated Approach to Conceptualizing & Marketing Cloud Offerings to SMBs

Marketing Opportunity Assessment


SMB firmographics and ICT usage snapshot Cloud adoption trends and drivers Leading applications and services Cloud related preferences and usage behavior Employee size and vertical industry insights Total market opportunity and outlook
Source: AMI-Partners (www.ami-partners.com) 2012

Segment High Value Targets


Profile SMBs In the Cloud versus others Identify and profile high value cloud users use multiple cloud services drive a large proportion of cloud spend

Create Winning Offerings


Top bundles and take rates Price elasticity, revenue uplift analysis and TAM for various combinations of cloud services/capabilities Churn and ARPU impact

Go-ToMarket
Purchase channel preferred for acquiring cloud services Perceptions and role of Telcos Implications for channel preparedness Implications for messaging and positioning for successful penetration of cloud services Lead generation by cloud services category (custom basis only)

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