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HARNESSING THE CLOUD


Mike West
                                        Westport, CT
Vice President
                                Phone: 203-454-3900
Program Director
Cloud Research Board ™
Saugatuck Technology
The Evolving Cloudscape
             The focus shifts over time from cost-effective delivery of stand-alone application services
             (Wave I), to integrated business solutions enabled by web services APIs and ESBs (Wave
             II), to workflow- and collaboration-enabled business transformation (Wave III), leading to
             measured, monitored and managed business processes (Wave IV).
             By 2012, Cloud Computing will capture at least twenty five percent of IT spending growth.

                                                 Beyond Software-as-a-Service: Cloud Computing
High
                     SaaS 1.0                                               SaaS 2.0                                            Cloud Computing
                                                                                     Wave III: 2008-2013                        Wave IV: 2011-2016
               Wave I: 2001-2006                    Wave II: 2005-2010
                                                                                      Workflow-Enabled                      Measured, Monitored, Managed
                  Cost-Effective                        Integrated
                                                                                    Business Transformation                      Business Processes
                Software Delivery                   Business Solutions

                                                                                                                                Post-SaaS
  Adoption




                                                                                                                                • End-to-End Cloud Business Processes
                                                                                                                                • Intelligent Hubs Linking Platforms
                                                                               Ubiquitous SaaS
                                                                                                                                • Virtualization on Mobile Devices
                                                                               • Focus on Business Transformation
                                             Mainstream SaaS
                                                                                                                                • Elastic Cloud Infrastructure
                                                                               • ISV to SaaS Enablement
                                             • Integrated w/ Business
                                                                                                                                • Standards for Workload Portability
                                                                               • Server and Application Virtualization
                                             • SaaS Integration Platforms
             Early SaaS
                                                                                                                                • SLAs for Composite Service Offerings
             • Stand-alone Apps                                                • SaaS Development Platforms (PaaS)
                                             • Business Marketplaces
                                                                                                                                • Support at Business Process Level
             • Multi-tenancy                                                   • Public Cloud Infrastructure (IaaS)
                                                and SaaS Ecosystems
             • Limited Configurability                                         • Cloud Collaboration Platforms
                                             • Customization Capability
             • Focus on TCO / rapid                                            • Customized, Personalized Workflow
                                             • Focus on Integration
             deployment



Low
             2003        2004        2005         2006           2007   2008       2009        2010        2011          2012      2013       2014       2015        2016
                                                                                                                                              Source: Saugatuck Technology
                                                                                      Page 2
              Entire contents © 2009 Saugatuck Technology Inc.
              All rights reserved.
Harnessing the Cloud

  The Boundary-Free Enterprise
  • Agile Economies
  • Speed of Response
  • Mobile Knowledge Workers
  • Global Organizations
  • Virtual Integration
  • Distributed Networks
  • Mobile Devices
  • Browsers
  • …and the Cloud




 Entire contents © 2009 Saugatuck Technology Inc.
                                                    Chart: 3
 All rights reserved.
The Boundary-Free Enterprise
             20th Century Organization –               21st Century Organization –
             “Within Bounds and Borders”               “Boundary-Free and Global”

             Economies of Scale                        Agile Economies

             Volume Production                         Speed of Response

             Industrial Plant Workers                  Mobile Knowledge Workers

             Local, Regional, National                 Global Organizations

             Vertical Integration                      Virtual Integration

             Hierarchical Structures                   Distributed Networks

             Planes, Trains and Automobiles            Mobile Devices, Browsers and the Cloud




 Entire contents © 2009 Saugatuck Technology Inc.
                                                    Chart: 4
 All rights reserved.
Market Glue: Cloud Taxonomies and Ecosystem Models

• Troy Angrignon‟s “Cloud Computing Ecosystem Map v1.0: Standing on
  the Shoulders of Giants“.
• Peter Laird‟s Cloud Taxonomy Map
• Michael Sheenan‟s 3-Layer Cloud Taxonomy
• Alistair Croll‟s Migration Taxonomy
• James Urquhart and David Berlind‟s Whiteboard
• And many more…


Disclaimer 1: One thing the following Saugatuck Cloud Ecosystem Model
does NOT do is map the relationship of the blogosphere and open source
communities to the 5 layers. Examples: Cloudave, Data Portability, InfoQ,
and Programmable Web.
Disclaimer 2: The sample vendor lists that follow are far from exhaustive,
constantly revised, and frequently out of date, due to new startups, M&A or
business failure. Sample vendor lists are meant to be illustrative instances.
 Entire contents © 2009 Saugatuck Technology Inc.
                                                    Chart: 5
 All rights reserved.
Saugatuck Cloud Ecosystem Model
                                                              Business Process Outsourcing,
                                                                                                                    Level 4
                                                                    Managed Services,
         BPO & MSPs
                                                              Business & Information Services


                                                                  Software as a Service,                            Level 3
                SaaS
                                                                     Related Services



                                                         Cloud Development, SaaS Integration,
Cloud Platforms & Hubs                                                                                              Level 2
                                                    Services Hubs, e.g., Billing, Security and Mobility,
                                                                   Related Services


                                                                   Cloud Infrastructure,
  Cloud Infrastructure                                                                                              Level 1
                                                          e.g., Hosting, Execution and Storage,
                                                                     Related Services



                                                                                                                    Level 0
Technology Suppliers                                 Hardware, Software, Networking and Services

                                                                                                    Source: Saugatuck Technology
 Entire contents © 2009 Saugatuck Technology Inc.
 All rights reserved.
                                                                            Page 6
Technology Suppliers
                                                           Level 0 – Technology Suppliers
      BPO & MSP                                  Level 4
                                                           • Suppliers of hardware, system software and utilities,
                                                             data center management software, networking
                                                             equipment, hardware and software, and associated
                                                             services. These offerings are the underpinnings of
              SaaS                               Level 3
                                                             Cloud Computing offerings for both Public and
                                                             Private Clouds.
                                                           • Sample vendors: 3Tera, 10gen, Appistry, Cisco,
 Platforms & Hubs                                Level 2
                                                             CohesiveFT, Citrix, Dell, Elastra, Enomaly,
                                                             Gigaspaces, HP, IBM, InfoQ, Jumpbox, Linxter,
         Cloud                                               Microsoft, Nirvanix, Novell, Orchestr8, Parallels, Red
                                                 Level 1
                                                             Hat, Rightscale, rPath, Snaplogic, Softex, Oracle/Sun
     Infrastructure
                                                             Microsystems, Verio, VMware.
      Technology                                 Level 0
       Suppliers


Critical Issues - Innovation, Evolving software and hardware standards for cloud migration
and workload portability, Management of workloads in the cloud, Brand building, Channels and
Partners.

  Entire contents © 2009 Saugatuck Technology Inc.
                                                                Chart: 7
  All rights reserved.
Cloud Infrastructure
                                                               Level 1 – Cloud Infrastructure
                                                               • Cloud-based On-Demand Infrastructure providers
        BPO & MSP                                    Level 4
                                                                 and platforms that host SaaS and other on-demand
                                                                 solutions and provide service offerings to manage
                                                                 infrastructure platforms (collocation); these solutions
                SaaS                                 Level 3
                                                                 may rely on partnerships with Level 2 providers, such
                                                                 as Cloud Development (Platform as a Service), SaaS
                                                                 Integration and Services Hubs – e.g., SaaS billing,
  Platforms & Hubs                                   Level 2     Cloud-based Security and Mobility-as-a-Service
                                                                 providers – to provide a more complete offering and
                                                                 attract SaaS vendors or ISVs migrating to SaaS.
          Cloud                                                • Sample vendors: 7Global, Affinity, Amazon,
                                                     Level 1
      Infrastructure                                             AppNexus, AT&T, Attenda, CanadaWeb, Connectria,
                                                                 Citrix, EMC, GoGrid, Google, Hostways, IBM, iLand,
        Technology                                               iTricity, Joyent, Layered Technologies, Mediatemple,
                                                     Level 0
         Suppliers                                               Microsoft, Mosso (Rackspace), Oracle, Navisite,
                                                                 NetSourcing, Nirvanix, NTT Europe, OpSource,
                                                                 PEER1, Planet Northstar, Qwest, Rackable, SAVVIS,
                                                                 ServePath, Siennax, Terremark, Verizon, Wizmo.
Critical Issues - Trust, Evolving software and hardware standards for cloud migration and
workload portability, Management of cloud workloads, Billing and payments, Performance and
SLAs, Brand building, Partners and Channels
  Entire contents © 2009 Saugatuck Technology Inc.
                                                                    Chart: 8
  All rights reserved.
Platforms & Hubs
                                                               Level 2 – Platforms & Hubs
                                                               • Cloud Development (Platform as a Service), SaaS
        BPO & MSP                                    Level 4
                                                                 Integration, Services Hubs, e.g., billing, administration,
                                                                 aggregation, security and mobility solutions, systems
                                                                 and infrastructure management, data warehousing,
                SaaS                                 Level 3
                                                                 data access and analysis, and related professional
                                                                 services.
                                                               • Sample vendors: AlertLogic, Antenna Software, Aria,
                                                                 Astadia, Appirio, Bluewolf, Boomi, Business Objects
  Platforms & Hubs                                   Level 2
                                                                 (SAP), Cast Iron, Coghead, Cognos (IBM), Comrange,
                                                                 Conformity, Corda, EnStratus, eVapt, Fiberlink,
          Cloud                                                  Force.com, FREEpository, Google, Gnip, Hubspan,
                                                     Level 1
      Infrastructure                                             Hyperion (Oracle), Informatica, Intalio, IP Applications,
                                                                 IT Factory, Jamcracker, Lotus (IBM), Mashery,
                                                                 MindTouch, Model Metrics, Morph Labs, Okere,
        Technology                                   Level 0
                                                                 Perimeter eSecurity, Pervasive, Prolifiq, Purewire,
         Suppliers
                                                                 Qualys, Reflex Security, Serena, Service-now.com,
                                                                 Stratus Security, Symantec, Synchronoss, Vertica,
                                                                 Vindicia, Visual Mining, Webroot, Wolf, Zscaler, Zuora
Critical Issues - Trust, Hubs for Identity, Reputation and Assurance; Billing and payments,
Performance and SLAs, Standards and interoperability, Brand building, Partners and
Channels
  Entire contents © 2009 Saugatuck Technology Inc.
                                                                    Chart: 9
  All rights reserved.
SaaS
                                                          Level 3 – SaaS
                                                          • Software as a Service (Waves I-III) and related
      BPO & MSP                                 Level 4
                                                            professional services. These are business solutions
                                                            delivered from the Cloud, typically in a multi-tenant
                                                            architecture, and billed by subscription, units of
              SaaS                              Level 3
                                                            consumption, size of enterprise or other metric on a
                                                            recurring, periodic basis.
                                                          • Sample vendors: Athena Health, Apttus, Ariba, Axentis,
Platforms & Hubs                                Level 2     Birch Street Systems, Blackboard, Cadence,
                                                            Cisco/Webex, Concur, Constant Contact, Coupa,
                                                            DealerTrack, DemandTec, Dream Factory, EthicsPoint,
        Cloud                                               Facebook, Google, Intacct, Intuit, Kenexa, Ketera,
                                                Level 1
    Infrastructure                                          LivePerson, LoopNet, Lucidera, Mamut, MySpace,
                                                            NetSuite, Omniture, Plexus Online, Prolifiq Software,
      Technology                                            RightNow, Riskonnect, Salesforce.com,
                                                Level 0
                                                            SuccessFactors, Taleo, Ultimate, Vocus, Workday,
       Suppliers
                                                            Workstream, Xactly, Xora, Yahoo, Zoho
Critical Issues - Innovation, Trust, Composite Solutions; Billing and Payments,
Performance and SLAs, Standards and Interoperability, Brandbuilding, Partners and
Channels

 Entire contents © 2009 Saugatuck Technology Inc.
                                                               Chart: 10
 All rights reserved.
BPO & MSPs
                                                              Level 4 – BPO & MSP
                                                              • Business Processing Outsourcing (BPO), Managed
       BPO & MSP                                    Level 4
                                                                Services, Business and Information Services. These
                                                                services are based upon the specialized expertise of
                                                                the provider and typically delivered in conjunction
               SaaS                                 Level 3     with a Cloud-based solution, e.g., SaaS, Mobility as a
                                                                Service, Cloud-based security, sourcing, data
                                                                warehousing, etc.
                                                              • Sample vendors: AlertLogic, Ariba, AT&T, Cognizant,
 Platforms & Hubs                                   Level 2
                                                                Dell, EDS (HP), Fiberlink, IBM, Infosys, iTricity,
                                                                Ketera, Perimeter eSecurity, Reflex Security, Verizon,
         Cloud                                                  Wipro and the rest of India, Inc.
                                                    Level 1
     Infrastructure
       Technology                                   Level 0
        Suppliers

Critical Issues – Cloud Provider relationships, Customer relationships, Trust, Innovation in
Solutions and Delivery Options, Management of Composite Solutions, Performance and
Service Level Agreements

 Entire contents © 2009 Saugatuck Technology Inc.
                                                                   Chart: 11
 All rights reserved.
“. . . –as-a-Service” Taxonomy

             IaaS                                           PaaS                                             SaaS                                            ITaaS
Infrastructure-as-a-Service                        Platform-as-a-Service                            Software-as-a-Service                                IT-as-a-Service

   Business Process Outsourcing,                    Business Process Outsourcing,                    Business Process Outsourcing,                    Business Process Outsourcing,
                                         Level 4                                          Level 4                                          Level 4                                          Level 4
        Managed Services,                                Managed Services,                                Managed Services,                                Managed Services,
   Business & Information Services                  Business & Information Services                  Business & Information Services                  Business & Information Services




                                         Level 3                                          Level 3                                          Level 3                                          Level 3
       Software as a Service,                           Software as a Service,                           Software as a Service,                           Software as a Service,
        and Related Services                             and Related Services                             and Related Services                             and Related Services




       Cloud Development, SaaS                          Cloud Development, SaaS                          Cloud Development, SaaS                          Cloud Development, SaaS
                                         Level 2                                          Level 2                                          Level 2                                          Level 2
    Integration, Services Hubs, e.g.,                Integration, Services Hubs, e.g.,                Integration, Services Hubs, e.g.,                Integration, Services Hubs, e.g.,
      Billing, Security, Mobility, and                 Billing, Security, Mobility, and                 Billing, Security, Mobility, and                 Billing, Security, Mobility, and
             Related Services                                 Related Services                                 Related Services                                 Related Services



         Cloud Infrastructure,                            Cloud Infrastructure,                            Cloud Infrastructure,                            Cloud Infrastructure,
                                         Level 1                                          Level 1                                          Level 1                                          Level 1
     e.g., Hosting, Execution and                     e.g., Hosting, Execution and                     e.g., Hosting, Execution and                     e.g., Hosting, Execution and
        Storage, And Related                             Storage, And Related                             Storage, And Related                             Storage, And Related
               Services                                         Services                                         Services                                         Services



                                                                                                     Hardware, Software, Networking
   Hardware, Software, Networking                   Hardware, Software, Networking                                                                    Hardware, Software, Networking
                                         Level 0                                          Level 0                                          Level 0                                          Level 0
                                                                                                              and Services
            and Services                                     and Services                                                                                      and Services



                                                                                                                                                     Source: Saugatuck Technology


      Consider the combinations of IaaS with PaaS and PaaS with SaaS and the stickiness
      they bring to the customer relationship via the leverage they provide to the customer.


    Entire contents © 2009 Saugatuck Technology Inc.
    Page 12
    All rights reserved.
Post-Crash Business Drivers for Cloud Buyers

                                                                     Business Drivers
                                              Implementation cost                                                                                          43%
   Availability of cost-effective, responsive tiered user support                                                                        30%
                                                                                                                                                       Key Drivers
                                        Implementation timeframe                                                                                       • Cost
                                                                                                                                   26%
     Solution deployment/usage methods (on premise, hosted …                                                                                           • Support
                                                                                                                                  25%
                        Availability of implementation resources                                                                                       • Speed
                                                                                                                            23%
Service




                            Relationship with technology vendor                                                         20%
         Payment methods (license plus maintenance, usage-…                                                         18%
                               No-obligation trial or pilot program                                                 17%                   Decreasing Loyalty
   Relationship with implementer (VAR, system integrator, etc)                                                    16%                     to Legacy Brands
                      Services delivered by brand name vendor                                                     16%                     and Relationships?
                      Availability of multi-year pricing incentives                                            15%
                               Availability of flexible billing terms                                         14%

                                                                                      %              10%            20%             30%            40%             50%
                                                                                                                        Percent


                                                             Source: Saugatuck Technology Inc., 2009 SaaS Survey (Dec „08), N=1788, TOP THREE so results equal more than 100%

   Saugatuck Insight: Far and away the most important business driver for Cloud buyers is
   Implementation Cost. Given this global survey was taken 8-10 weeks after the start of the
   economic collapse (in mid-September 2008), it is not surprising to see this result.
   At the same time, it is interesting to note that buyers rank the relationship with existing
   channel / implementation partners and brand name vendors at the low-end of business
   drivers, along with multi-year pricing incentives and billing flexibility.
                                                                                 Page 13
          Entire contents © 2009 Saugatuck Technology Inc.
          All rights reserved.
Cloud Technology Considerations by Geography

Technology Considerations                            United States                                        Europe                              Asia
                                                        69.8%                                               61.0%                           73.5%
Robust backup/recovery capabilities
                                                        67.8%                                               57.6%                           71.8%




                                                                                                                                                           higher levels for all responses
Robust disaster recovery capabilities
                                                        51.4%                                               49.9%                           63.5%
Software development platform & tools




                                                                 wide range (45 points)
                                                        49.0%                                               46.6%                           61.7%
Web Services API
                                                        45.5%                                               47.8%                           59.1%
SLA compliance data
                                                        40.6%                                               42.5%                           56.0%
SOA architecture
                                                        37.7%                                               46.7%                           53.7%
Display data on mobile devices
                                                        32.4%                                               42.1%                           55.9%
Multi-tenancy based solution

                                                        37.2%                                               41.4%                           55.0%
Support for Web 2.0 mashups
                                                        34.3%                                               45.1%                           52.4%
Update data via mobile devices
                                                        24.9%                                               41.9%                           53.0%
Appliance form factor
                                                                                          Source: Saugatuck Technology Inc., 2009 SaaS Survey (Dec „08), N=1788


Saugatuck Insight: Notable differences in the key technology considerations driving demand
across geographies, especially among Asian executives. Mobile device support is more
important in Europe and much more important in Asia than in the United States. Please note
the much wider range of responses in US and higher levels for all responses in Asia

                                                       Page 14
  Entire contents © 2009 Saugatuck Technology Inc.
  All rights reserved.
Purchase Plans – Collaboration & Social Computing
Please indicate when your company plans to purchase a SaaS solution in each of
the following categories:
                                    All Sizes           100-300       300-500     500 to 1000     1000 to 2500      2500 to 5000       Over 5000
                                  2009 2011          2009 2011     2009 2011     2009 2011       2009 2011         2009 2011         2009 2011          > 60 %
                                                                                                                                                        52 - 60 %
                        Email    48.4% 64.8%        54.5% 71.8%   51.3% 72.8%   52.1% 69.3%     47.0% 62.8%       44.9% 59.9%       42.9% 56.5%
                                                                                                                                                        44 - 52 %
          Web Conferencing       47.7% 66.7%        44.5% 67.6%   45.5% 69.7%   49.0% 69.5%     45.2% 63.6%       53.6% 69.0%       49.3% 63.9%         36 - 44 %
                 Calendaring     41.0% 59.4%        46.1% 64.3%   46.8% 72.5%   40.2% 64.1%     40.7% 58.3%       42.1% 57.3%       35.2% 48.9%         < 36 %
                “Office” Suite   40.9% 61.2%        46.0% 69.0%   42.2% 67.2%   39.2% 61.2%     36.1% 55.6%       34.7% 51.5%       41.7% 58.8%
        Project Management       40.8% 62.4%        44.5% 66.1%   40.3% 68.2%   41.6% 66.8%     40.0% 61.9%       43.3% 59.1%       37.7% 56.3%
      Business Collaboration     39.6% 61.3%        40.4% 62.0%   39.1% 67.0%   43.0% 64.0%     33.2% 60.4%       41.8% 59.4%       39.5% 57.9%
                      Forums     34.7% 53.5%        34.0% 56.2%   37.7% 61.9%   34.4% 56.3%     31.5% 50.9%       37.8% 54.9%       34.5% 47.1%
              “Communities”      34.7% 55.0%        36.0% 57.7%   37.8% 62.2%   36.2% 56.9%     31.2% 53.5%       32.7% 56.4%       33.9% 48.9%
           Social Networking     33.9% 51.4%        37.9% 55.9%   34.8% 58.8%   35.5% 54.4%     31.9% 50.9%       33.1% 53.0%       31.0% 43.2%
                 Whiteboards     33.0% 53.3%        34.1% 54.8%   36.7% 62.9%   36.2% 58.5%     28.0% 53.1%       38.4% 55.5%       29.2% 44.8%
                        Blogs    32.9% 50.9%        34.1% 54.6%   37.1% 60.3%   33.7% 52.3%     30.7% 47.4%       31.3% 52.1%       31.1% 44.5%
            Content Tagging      32.8% 52.9%        35.3% 54.7%   37.7% 63.2%   33.1% 57.2%     29.2% 52.8%       37.6% 54.5%       28.7% 44.4%
                        Wikis    32.5% 50.6%        33.7% 51.6%   37.6% 56.8%   30.5% 52.5%     29.0% 47.9%       32.5% 54.2%       31.9% 45.9%
                                                                                       Source: Saugatuck Technology, Web Survey December 2008, N=1788


  Saugatuck Insight: The sweet spot in collaboration and social networking tools is clearly the small
  and mid-sized market (100-1000 employees), with the 300-500 employee segment particularly
  promising. It is worth noting that for all sizes, an upside of nearly 20 percent from 2009 to 2011
  pertains to all categories of collaboration and social networking tools. However, large enterprises
  (2,500 employees and above) do not show the same level of interest in these solutions in comparison
  to smaller enterprises with the exception of Project Management and Business Collaboration, where
  there is a nearly 20 percent increase from 2009 to 2011.
 Entire contents © 2009 Saugatuck Technology Inc.
                                                                      Page: 15
 All rights reserved.
SaaS and Core Business Systems
Between 2009 and 2012, at least 40 percent of upper mid- to large-enterprises will seriously
evaluate SaaS-based “core” financial solutions, as well as broader operational systems and
requirements (e.g., order management, procurement, ERP, HR).

              Key catalysts that will drive mid-to-large
    High
                                                                             Adoption of SaaS
              enterprises to migrate to SaaS-based
                                                                             for Collaboration,
              financial systems (“Core” and “Non-Core”)
                                                                             Self-Service, CRM
              • Dramatically lower costs
                                                                                  and SFA
              • Simplification of the upgrade / release
                 management process
                                                                                                                              “Upper-Mid” to
              • Powerful integration tools (apps / data)
                                                                                                    “Small” to “Mid”
                                                                                                                            “Large” Enterprise
              • Advances in SaaS application customization                                            Enterprise
                capabilities to support personalized workflows
                                                                            Broad SaaS
              • Easier access to next-gen technology
                                                                             Adoption
                and architectural advances
                                                                              Curve
                                                                                                                  Adoption of SaaS
                                                                                                                for “Core” and “Non-
                                                                                                              Core” Financial Systems /
                   SaaS “Tipping-Point”
                                                                                                               Operational Processes
                    (General Market)




                                                                                 Early Mainstream
                                                                  Early                                                Mainstream
    Low                                                                             Adoption
                                                                 Adoption                                               Adoption

                                                                                                                                        2014
                 2003        2004         2005     2006   2007        2008      2009       2010        2011       2012        2013
                                                                                                              Source: Saugatuck Technology
Entire contents © 2009 Saugatuck Technology Inc.
                                                                  Page 16
All rights reserved.
Worldwide Buying Preferences – Channel Options




                                                                                                                   Leading Regional Preference
          IT Consultancy

                                            United States
          Direct from SaaS
          Solution Provider
    Service




          Industry-specific VAR
          or System Integrator
                                                   Europe
          Local/Regional VAR
          or System Integrator

          Managed/Hosted
          Services Provider                          Asia
          Business
          Consultancy
          (e.g., accounting firm)
                                                            %         20%             40%                  60%
                                                                            Source: Saugatuck Technology, Web Survey December 2008, N=1788


 Saugatuck Insight: Channel strategy must be tailored to geography. The US ranked “direct from
 provider” highest; Europe and Asia ranked “IT consultancy” highest. IT consultancy channel is ranked
 highest overall due to ranking in Europe and Asia. Note also the much higher preference for “Business
 consultancy” in Europe and Asia. “Local/Regional VAR or system integrator” is most popular in Asia.


                                                                Page: 17
Entire contents © 2009 Saugatuck Technology Inc.
All rights reserved.
Industry Buying Preferences – Channel Options
                                       Channel Preferences, By Industry

   Manufacturing

                                                                                IT Consultancy
       Technology

                                                                                Direct from SaaS Solution Provider
BusinessServices
                                                                                Industry-specific VAR or System Integrator

  Healthcare &
                                                                                Local/Regional VAR or System Integrator
Pharmamaceutical

                                                                                Managed/Hosted Services Provider
              Retail

                                                                                Business Consultancy (e.g., accounting firm)
Public Services &
   Education
                                                                                Online Business/Services Marketplace

Financial Services
                                                                                Other (please specify)

 Transportation &
     Energy

                       %                            20%    40%            60%




 Entire contents © 2009 Saugatuck Technology Inc.
                                                          Chart: 18
 All rights reserved.
Channels and Partners in the Cloud: Monetization
                                                                    • Who owns the customer?
              BPO & MSP                                             • What is the best way to
                                                    Level 4

                                                                      compensate channel
                                                                      partners?
                       SaaS                         Level 3
                                                                    • Is the partner paid a
                                                                      commission for managing a
        Platforms & Hubs                            Level 2
                                                                      customer that the vendor
                                                                      owns?
                                                                    • Or does the partner own the
                 Cloud                              Level 1
             Infrastructure                                           customer and pay a revenue
                                                                      share?
               Technology
                                                                    • Can the partner up sell its
                                                    Level 0
                Suppliers
                                                                      own offerings and keep it all?
  Saugatuck Insight: Billing and payment systems are the key to monetization of cloud businesses.
  Without a sufficiently complete and flexible solution for billing and payments, the cloud provider will be
  constrained to realize the opportunities the market presents. Support for channels and partners with
  complete flexibility will be essential. This is not a DIY project. Find a cloud-based hub that provides
  these services and do not waste your resources reinventing the wheel. You can buy them cheap.
 Entire contents © 2009 Saugatuck Technology Inc.
                                                              Chart: 19
 All rights reserved.
Transformation Effects of Cloud Solutions
                                                     •     Revenue Expansion
                                                     •     Shift from Capex to Opex
                                         Enable      •     Quicker Time to Market
                                                     •     Lower Cost of Operations
                                                     •     Increased Profits
                                                     •     Virtual Value Chains
                                                                                                                         High Impact
                                                     •     Distributed Organizations
                                                     •     Cloud-based Startups
                                                      The 4 Waves                               Cloud

     SaaS Providers                                                       SaaS
                                                                                                                         Transforming
      SaaSEvolving
           Providers                                                                              Wave IV
                                                                              Wave III
                                                                    Wave II
                                                    Wave I

                                                                                                                           Business
       Cloud Providers
                                                                                                                         Organizations
                                                    2003     2005      2007   2009       2011   2013    2015



                                                     •     Innovative Solutions
                                                     •     Mature Functionality
                                                     •     Integration Capability
       Enterprise-Ready
                                                     •     Cross Solution Workflow
                                                     •     Development Platforms
                                                     •     Composite Solutions                                 Require
                                                     •     High Availability 5 9‟s
                                                     •     Transparency, SLAs
                                                     •     Backup & Recovery
                                                     •     Trusted Providers


 Entire contents © 2009 Saugatuck Technology Inc.
                                                                        Chart: 20
 All rights reserved.
The Evolving Cloudscape
             The focus shifts over time from cost-effective delivery of stand-alone application services
             (Wave I), to integrated business solutions enabled by web services APIs and ESBs (Wave
             II), to workflow- and collaboration-enabled business transformation (Wave III), leading to
             measured, monitored and managed business processes (Wave IV).
             By 2012, Cloud Computing will capture at least twenty five percent of IT spending growth.

                                                 Beyond Software-as-a-Service: Cloud Computing
High
                     SaaS 1.0                                               SaaS 2.0                                            Cloud Computing
                                                                                     Wave III: 2008-2013                        Wave IV: 2011-2016
               Wave I: 2001-2006                    Wave II: 2005-2010
                                                                                      Workflow-Enabled                      Measured, Monitored, Managed
                  Cost-Effective                        Integrated
                                                                                    Business Transformation                      Business Processes
                Software Delivery                   Business Solutions

                                                                                                                                Post-SaaS Adoption
  Adoption




                                                                                                                                • End-to-End Cloud Business Processes
                                                                                                                                • Intelligent Hubs Linking Platforms
                                                                               Ubiquitous SaaS Adoption
                                                                                                                                • Virtualization on Mobile Devices
                                                                               • Focus on Business Transformation
                                             Mainstream SaaS Adoption
                                                                                                                                • Elastic Cloud Infrastructure
                                                                               • ISV to SaaS Enablement
                                             • Integrated w/ Business
                                                                                                                                • Standards for Workload Portability
                                                                               • Server and Application Virtualization
                                             • SaaS Integration Platforms
             Early SaaS Adoption
                                                                                                                                • SLAs for Composite Service Offerings
             • Stand-alone Apps                                                • SaaS Development Platforms (PaaS)
                                             • Business Marketplaces
                                                                                                                                • Support at Business Process Level
             • Multi-tenancy                                                   • Public Cloud Infrastructure (IaaS)
                                                and SaaS Ecosystems
             • Limited Configurability                                         • Cloud Collaboration Platforms
                                             • Customization Capability
             • Focus on TCO / rapid                                            • Customized, Personalized Workflow
                                             • Focus on Integration
             deployment



Low
             2003        2004        2005         2006           2007   2008       2009        2010        2011          2012      2013       2014       2015        2016
                                                                                                                                              Source: Saugatuck Technology
              Entire contents © 2009 Saugatuck Technology Inc.
              Page 21
              All rights reserved.
Saugatuck„s Cloud Research Board ™

Cloud Research Board – Saugatuck„s               Cloud Research Board ™ is a broad-based
       community of interest focusing on Cloud Computing in all of its aspects. Membership in
       the Saugatuck Cloud Research Board ™ is open both to vendors and end-users, who
       share an interest in this evolving phenomenon.
•      You can register at www.saugatech.com/crbsignup.htm using valid and verifiable
       business contact info.
•      Members will be part of a special research panel for the purpose of survey research and
       interviews – with a commitment to participate in 4-6 web surveys and / or short
       telephone-based interviews per year. In return, Cloud Research Board ™ members will
       have early access to special research program insights from various Cloud Research
       Board ™ initiatives.
•      In addition, members are automatically registered to receive Saugatuck‟s weekly
       Research Alerts.
•      Members are eligible for special incentive pricing programs for Saugatuck‟s subscription
       research offering, Continuous Research Service (CRS).
•      Members will have full access and posting rights to Saugatuck Technology blogs (TBA –
       mid-2009).
•      Members may also apply to be considered for membership in the Saugatuck Cloud
       Council ™.



    Entire contents © 2009 Saugatuck Technology Inc.
                                                       Chart: 22
    All rights reserved.
How to Contact: Regional Sales Offices
     US OFFICES                                                          INTERNATIONAL

     Headquarters                                                        Germany
     Saugatuck Technology Inc.                                           Saugatuck Technology Inc.
     49 Riverside Ave.                                                   Bluecherstr. 4
     Westport, CT 06880                                                  D 65343 Eltville am Rhein
     USA                                                                 Germany
     (P) +1.203.454.3900                                                 (P) +49.6123.630285
     Regional Sales: Al.Vanek@Saugatech.com                              Regional Sales: frank.sempert@saugatech.com

     Silicon Valley

                                                                                                •
                                                                               ••
     Saugatuck Technology Inc.
     5201 Great America Parkway, Suite 320
     Santa Clara, CA 95054
     USA
     (P) +1.408.727.9700
     Regional Sales: Andrew.Jeffs@Saugatech.com




   Are you getting the best research, insight, and advice on disruptive IT?
    Register to receive Saugatuck‟s complimentary Research Alerts, and browse our
comprehensive Research Library on topics such as SaaS, Open Source, Web 2.0, SOA and
                            Utility Computing (among other).
• To Register:                       http://research.saugatech.com/cgi-bin/order/signup3.pl
• To Browse the Library: http://www.saugatech.com/researchbytopic.htm
• ToEntire contents © 2009 Saugatuck Technology Subscription Research Service:
     Learn About Saugatuck‟s CRS Inc.
                                     http://www.saugatech.com/crs.htm
    All rights reserved.

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Saugatuck Glue Con.051209.Mwest

  • 1. HARNESSING THE CLOUD Mike West Westport, CT Vice President Phone: 203-454-3900 Program Director Cloud Research Board ™ Saugatuck Technology
  • 2. The Evolving Cloudscape The focus shifts over time from cost-effective delivery of stand-alone application services (Wave I), to integrated business solutions enabled by web services APIs and ESBs (Wave II), to workflow- and collaboration-enabled business transformation (Wave III), leading to measured, monitored and managed business processes (Wave IV). By 2012, Cloud Computing will capture at least twenty five percent of IT spending growth. Beyond Software-as-a-Service: Cloud Computing High SaaS 1.0 SaaS 2.0 Cloud Computing Wave III: 2008-2013 Wave IV: 2011-2016 Wave I: 2001-2006 Wave II: 2005-2010 Workflow-Enabled Measured, Monitored, Managed Cost-Effective Integrated Business Transformation Business Processes Software Delivery Business Solutions Post-SaaS Adoption • End-to-End Cloud Business Processes • Intelligent Hubs Linking Platforms Ubiquitous SaaS • Virtualization on Mobile Devices • Focus on Business Transformation Mainstream SaaS • Elastic Cloud Infrastructure • ISV to SaaS Enablement • Integrated w/ Business • Standards for Workload Portability • Server and Application Virtualization • SaaS Integration Platforms Early SaaS • SLAs for Composite Service Offerings • Stand-alone Apps • SaaS Development Platforms (PaaS) • Business Marketplaces • Support at Business Process Level • Multi-tenancy • Public Cloud Infrastructure (IaaS) and SaaS Ecosystems • Limited Configurability • Cloud Collaboration Platforms • Customization Capability • Focus on TCO / rapid • Customized, Personalized Workflow • Focus on Integration deployment Low 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Source: Saugatuck Technology Page 2 Entire contents © 2009 Saugatuck Technology Inc. All rights reserved.
  • 3. Harnessing the Cloud The Boundary-Free Enterprise • Agile Economies • Speed of Response • Mobile Knowledge Workers • Global Organizations • Virtual Integration • Distributed Networks • Mobile Devices • Browsers • …and the Cloud Entire contents © 2009 Saugatuck Technology Inc. Chart: 3 All rights reserved.
  • 4. The Boundary-Free Enterprise 20th Century Organization – 21st Century Organization – “Within Bounds and Borders” “Boundary-Free and Global” Economies of Scale Agile Economies Volume Production Speed of Response Industrial Plant Workers Mobile Knowledge Workers Local, Regional, National Global Organizations Vertical Integration Virtual Integration Hierarchical Structures Distributed Networks Planes, Trains and Automobiles Mobile Devices, Browsers and the Cloud Entire contents © 2009 Saugatuck Technology Inc. Chart: 4 All rights reserved.
  • 5. Market Glue: Cloud Taxonomies and Ecosystem Models • Troy Angrignon‟s “Cloud Computing Ecosystem Map v1.0: Standing on the Shoulders of Giants“. • Peter Laird‟s Cloud Taxonomy Map • Michael Sheenan‟s 3-Layer Cloud Taxonomy • Alistair Croll‟s Migration Taxonomy • James Urquhart and David Berlind‟s Whiteboard • And many more… Disclaimer 1: One thing the following Saugatuck Cloud Ecosystem Model does NOT do is map the relationship of the blogosphere and open source communities to the 5 layers. Examples: Cloudave, Data Portability, InfoQ, and Programmable Web. Disclaimer 2: The sample vendor lists that follow are far from exhaustive, constantly revised, and frequently out of date, due to new startups, M&A or business failure. Sample vendor lists are meant to be illustrative instances. Entire contents © 2009 Saugatuck Technology Inc. Chart: 5 All rights reserved.
  • 6. Saugatuck Cloud Ecosystem Model Business Process Outsourcing, Level 4 Managed Services, BPO & MSPs Business & Information Services Software as a Service, Level 3 SaaS Related Services Cloud Development, SaaS Integration, Cloud Platforms & Hubs Level 2 Services Hubs, e.g., Billing, Security and Mobility, Related Services Cloud Infrastructure, Cloud Infrastructure Level 1 e.g., Hosting, Execution and Storage, Related Services Level 0 Technology Suppliers Hardware, Software, Networking and Services Source: Saugatuck Technology Entire contents © 2009 Saugatuck Technology Inc. All rights reserved. Page 6
  • 7. Technology Suppliers Level 0 – Technology Suppliers BPO & MSP Level 4 • Suppliers of hardware, system software and utilities, data center management software, networking equipment, hardware and software, and associated services. These offerings are the underpinnings of SaaS Level 3 Cloud Computing offerings for both Public and Private Clouds. • Sample vendors: 3Tera, 10gen, Appistry, Cisco, Platforms & Hubs Level 2 CohesiveFT, Citrix, Dell, Elastra, Enomaly, Gigaspaces, HP, IBM, InfoQ, Jumpbox, Linxter, Cloud Microsoft, Nirvanix, Novell, Orchestr8, Parallels, Red Level 1 Hat, Rightscale, rPath, Snaplogic, Softex, Oracle/Sun Infrastructure Microsystems, Verio, VMware. Technology Level 0 Suppliers Critical Issues - Innovation, Evolving software and hardware standards for cloud migration and workload portability, Management of workloads in the cloud, Brand building, Channels and Partners. Entire contents © 2009 Saugatuck Technology Inc. Chart: 7 All rights reserved.
  • 8. Cloud Infrastructure Level 1 – Cloud Infrastructure • Cloud-based On-Demand Infrastructure providers BPO & MSP Level 4 and platforms that host SaaS and other on-demand solutions and provide service offerings to manage infrastructure platforms (collocation); these solutions SaaS Level 3 may rely on partnerships with Level 2 providers, such as Cloud Development (Platform as a Service), SaaS Integration and Services Hubs – e.g., SaaS billing, Platforms & Hubs Level 2 Cloud-based Security and Mobility-as-a-Service providers – to provide a more complete offering and attract SaaS vendors or ISVs migrating to SaaS. Cloud • Sample vendors: 7Global, Affinity, Amazon, Level 1 Infrastructure AppNexus, AT&T, Attenda, CanadaWeb, Connectria, Citrix, EMC, GoGrid, Google, Hostways, IBM, iLand, Technology iTricity, Joyent, Layered Technologies, Mediatemple, Level 0 Suppliers Microsoft, Mosso (Rackspace), Oracle, Navisite, NetSourcing, Nirvanix, NTT Europe, OpSource, PEER1, Planet Northstar, Qwest, Rackable, SAVVIS, ServePath, Siennax, Terremark, Verizon, Wizmo. Critical Issues - Trust, Evolving software and hardware standards for cloud migration and workload portability, Management of cloud workloads, Billing and payments, Performance and SLAs, Brand building, Partners and Channels Entire contents © 2009 Saugatuck Technology Inc. Chart: 8 All rights reserved.
  • 9. Platforms & Hubs Level 2 – Platforms & Hubs • Cloud Development (Platform as a Service), SaaS BPO & MSP Level 4 Integration, Services Hubs, e.g., billing, administration, aggregation, security and mobility solutions, systems and infrastructure management, data warehousing, SaaS Level 3 data access and analysis, and related professional services. • Sample vendors: AlertLogic, Antenna Software, Aria, Astadia, Appirio, Bluewolf, Boomi, Business Objects Platforms & Hubs Level 2 (SAP), Cast Iron, Coghead, Cognos (IBM), Comrange, Conformity, Corda, EnStratus, eVapt, Fiberlink, Cloud Force.com, FREEpository, Google, Gnip, Hubspan, Level 1 Infrastructure Hyperion (Oracle), Informatica, Intalio, IP Applications, IT Factory, Jamcracker, Lotus (IBM), Mashery, MindTouch, Model Metrics, Morph Labs, Okere, Technology Level 0 Perimeter eSecurity, Pervasive, Prolifiq, Purewire, Suppliers Qualys, Reflex Security, Serena, Service-now.com, Stratus Security, Symantec, Synchronoss, Vertica, Vindicia, Visual Mining, Webroot, Wolf, Zscaler, Zuora Critical Issues - Trust, Hubs for Identity, Reputation and Assurance; Billing and payments, Performance and SLAs, Standards and interoperability, Brand building, Partners and Channels Entire contents © 2009 Saugatuck Technology Inc. Chart: 9 All rights reserved.
  • 10. SaaS Level 3 – SaaS • Software as a Service (Waves I-III) and related BPO & MSP Level 4 professional services. These are business solutions delivered from the Cloud, typically in a multi-tenant architecture, and billed by subscription, units of SaaS Level 3 consumption, size of enterprise or other metric on a recurring, periodic basis. • Sample vendors: Athena Health, Apttus, Ariba, Axentis, Platforms & Hubs Level 2 Birch Street Systems, Blackboard, Cadence, Cisco/Webex, Concur, Constant Contact, Coupa, DealerTrack, DemandTec, Dream Factory, EthicsPoint, Cloud Facebook, Google, Intacct, Intuit, Kenexa, Ketera, Level 1 Infrastructure LivePerson, LoopNet, Lucidera, Mamut, MySpace, NetSuite, Omniture, Plexus Online, Prolifiq Software, Technology RightNow, Riskonnect, Salesforce.com, Level 0 SuccessFactors, Taleo, Ultimate, Vocus, Workday, Suppliers Workstream, Xactly, Xora, Yahoo, Zoho Critical Issues - Innovation, Trust, Composite Solutions; Billing and Payments, Performance and SLAs, Standards and Interoperability, Brandbuilding, Partners and Channels Entire contents © 2009 Saugatuck Technology Inc. Chart: 10 All rights reserved.
  • 11. BPO & MSPs Level 4 – BPO & MSP • Business Processing Outsourcing (BPO), Managed BPO & MSP Level 4 Services, Business and Information Services. These services are based upon the specialized expertise of the provider and typically delivered in conjunction SaaS Level 3 with a Cloud-based solution, e.g., SaaS, Mobility as a Service, Cloud-based security, sourcing, data warehousing, etc. • Sample vendors: AlertLogic, Ariba, AT&T, Cognizant, Platforms & Hubs Level 2 Dell, EDS (HP), Fiberlink, IBM, Infosys, iTricity, Ketera, Perimeter eSecurity, Reflex Security, Verizon, Cloud Wipro and the rest of India, Inc. Level 1 Infrastructure Technology Level 0 Suppliers Critical Issues – Cloud Provider relationships, Customer relationships, Trust, Innovation in Solutions and Delivery Options, Management of Composite Solutions, Performance and Service Level Agreements Entire contents © 2009 Saugatuck Technology Inc. Chart: 11 All rights reserved.
  • 12. “. . . –as-a-Service” Taxonomy IaaS PaaS SaaS ITaaS Infrastructure-as-a-Service Platform-as-a-Service Software-as-a-Service IT-as-a-Service Business Process Outsourcing, Business Process Outsourcing, Business Process Outsourcing, Business Process Outsourcing, Level 4 Level 4 Level 4 Level 4 Managed Services, Managed Services, Managed Services, Managed Services, Business & Information Services Business & Information Services Business & Information Services Business & Information Services Level 3 Level 3 Level 3 Level 3 Software as a Service, Software as a Service, Software as a Service, Software as a Service, and Related Services and Related Services and Related Services and Related Services Cloud Development, SaaS Cloud Development, SaaS Cloud Development, SaaS Cloud Development, SaaS Level 2 Level 2 Level 2 Level 2 Integration, Services Hubs, e.g., Integration, Services Hubs, e.g., Integration, Services Hubs, e.g., Integration, Services Hubs, e.g., Billing, Security, Mobility, and Billing, Security, Mobility, and Billing, Security, Mobility, and Billing, Security, Mobility, and Related Services Related Services Related Services Related Services Cloud Infrastructure, Cloud Infrastructure, Cloud Infrastructure, Cloud Infrastructure, Level 1 Level 1 Level 1 Level 1 e.g., Hosting, Execution and e.g., Hosting, Execution and e.g., Hosting, Execution and e.g., Hosting, Execution and Storage, And Related Storage, And Related Storage, And Related Storage, And Related Services Services Services Services Hardware, Software, Networking Hardware, Software, Networking Hardware, Software, Networking Hardware, Software, Networking Level 0 Level 0 Level 0 Level 0 and Services and Services and Services and Services Source: Saugatuck Technology Consider the combinations of IaaS with PaaS and PaaS with SaaS and the stickiness they bring to the customer relationship via the leverage they provide to the customer. Entire contents © 2009 Saugatuck Technology Inc. Page 12 All rights reserved.
  • 13. Post-Crash Business Drivers for Cloud Buyers Business Drivers Implementation cost 43% Availability of cost-effective, responsive tiered user support 30% Key Drivers Implementation timeframe • Cost 26% Solution deployment/usage methods (on premise, hosted … • Support 25% Availability of implementation resources • Speed 23% Service Relationship with technology vendor 20% Payment methods (license plus maintenance, usage-… 18% No-obligation trial or pilot program 17% Decreasing Loyalty Relationship with implementer (VAR, system integrator, etc) 16% to Legacy Brands Services delivered by brand name vendor 16% and Relationships? Availability of multi-year pricing incentives 15% Availability of flexible billing terms 14% % 10% 20% 30% 40% 50% Percent Source: Saugatuck Technology Inc., 2009 SaaS Survey (Dec „08), N=1788, TOP THREE so results equal more than 100% Saugatuck Insight: Far and away the most important business driver for Cloud buyers is Implementation Cost. Given this global survey was taken 8-10 weeks after the start of the economic collapse (in mid-September 2008), it is not surprising to see this result. At the same time, it is interesting to note that buyers rank the relationship with existing channel / implementation partners and brand name vendors at the low-end of business drivers, along with multi-year pricing incentives and billing flexibility. Page 13 Entire contents © 2009 Saugatuck Technology Inc. All rights reserved.
  • 14. Cloud Technology Considerations by Geography Technology Considerations United States Europe Asia 69.8% 61.0% 73.5% Robust backup/recovery capabilities 67.8% 57.6% 71.8% higher levels for all responses Robust disaster recovery capabilities 51.4% 49.9% 63.5% Software development platform & tools wide range (45 points) 49.0% 46.6% 61.7% Web Services API 45.5% 47.8% 59.1% SLA compliance data 40.6% 42.5% 56.0% SOA architecture 37.7% 46.7% 53.7% Display data on mobile devices 32.4% 42.1% 55.9% Multi-tenancy based solution 37.2% 41.4% 55.0% Support for Web 2.0 mashups 34.3% 45.1% 52.4% Update data via mobile devices 24.9% 41.9% 53.0% Appliance form factor Source: Saugatuck Technology Inc., 2009 SaaS Survey (Dec „08), N=1788 Saugatuck Insight: Notable differences in the key technology considerations driving demand across geographies, especially among Asian executives. Mobile device support is more important in Europe and much more important in Asia than in the United States. Please note the much wider range of responses in US and higher levels for all responses in Asia Page 14 Entire contents © 2009 Saugatuck Technology Inc. All rights reserved.
  • 15. Purchase Plans – Collaboration & Social Computing Please indicate when your company plans to purchase a SaaS solution in each of the following categories: All Sizes 100-300 300-500 500 to 1000 1000 to 2500 2500 to 5000 Over 5000 2009 2011 2009 2011 2009 2011 2009 2011 2009 2011 2009 2011 2009 2011 > 60 % 52 - 60 % Email 48.4% 64.8% 54.5% 71.8% 51.3% 72.8% 52.1% 69.3% 47.0% 62.8% 44.9% 59.9% 42.9% 56.5% 44 - 52 % Web Conferencing 47.7% 66.7% 44.5% 67.6% 45.5% 69.7% 49.0% 69.5% 45.2% 63.6% 53.6% 69.0% 49.3% 63.9% 36 - 44 % Calendaring 41.0% 59.4% 46.1% 64.3% 46.8% 72.5% 40.2% 64.1% 40.7% 58.3% 42.1% 57.3% 35.2% 48.9% < 36 % “Office” Suite 40.9% 61.2% 46.0% 69.0% 42.2% 67.2% 39.2% 61.2% 36.1% 55.6% 34.7% 51.5% 41.7% 58.8% Project Management 40.8% 62.4% 44.5% 66.1% 40.3% 68.2% 41.6% 66.8% 40.0% 61.9% 43.3% 59.1% 37.7% 56.3% Business Collaboration 39.6% 61.3% 40.4% 62.0% 39.1% 67.0% 43.0% 64.0% 33.2% 60.4% 41.8% 59.4% 39.5% 57.9% Forums 34.7% 53.5% 34.0% 56.2% 37.7% 61.9% 34.4% 56.3% 31.5% 50.9% 37.8% 54.9% 34.5% 47.1% “Communities” 34.7% 55.0% 36.0% 57.7% 37.8% 62.2% 36.2% 56.9% 31.2% 53.5% 32.7% 56.4% 33.9% 48.9% Social Networking 33.9% 51.4% 37.9% 55.9% 34.8% 58.8% 35.5% 54.4% 31.9% 50.9% 33.1% 53.0% 31.0% 43.2% Whiteboards 33.0% 53.3% 34.1% 54.8% 36.7% 62.9% 36.2% 58.5% 28.0% 53.1% 38.4% 55.5% 29.2% 44.8% Blogs 32.9% 50.9% 34.1% 54.6% 37.1% 60.3% 33.7% 52.3% 30.7% 47.4% 31.3% 52.1% 31.1% 44.5% Content Tagging 32.8% 52.9% 35.3% 54.7% 37.7% 63.2% 33.1% 57.2% 29.2% 52.8% 37.6% 54.5% 28.7% 44.4% Wikis 32.5% 50.6% 33.7% 51.6% 37.6% 56.8% 30.5% 52.5% 29.0% 47.9% 32.5% 54.2% 31.9% 45.9% Source: Saugatuck Technology, Web Survey December 2008, N=1788 Saugatuck Insight: The sweet spot in collaboration and social networking tools is clearly the small and mid-sized market (100-1000 employees), with the 300-500 employee segment particularly promising. It is worth noting that for all sizes, an upside of nearly 20 percent from 2009 to 2011 pertains to all categories of collaboration and social networking tools. However, large enterprises (2,500 employees and above) do not show the same level of interest in these solutions in comparison to smaller enterprises with the exception of Project Management and Business Collaboration, where there is a nearly 20 percent increase from 2009 to 2011. Entire contents © 2009 Saugatuck Technology Inc. Page: 15 All rights reserved.
  • 16. SaaS and Core Business Systems Between 2009 and 2012, at least 40 percent of upper mid- to large-enterprises will seriously evaluate SaaS-based “core” financial solutions, as well as broader operational systems and requirements (e.g., order management, procurement, ERP, HR). Key catalysts that will drive mid-to-large High Adoption of SaaS enterprises to migrate to SaaS-based for Collaboration, financial systems (“Core” and “Non-Core”) Self-Service, CRM • Dramatically lower costs and SFA • Simplification of the upgrade / release management process “Upper-Mid” to • Powerful integration tools (apps / data) “Small” to “Mid” “Large” Enterprise • Advances in SaaS application customization Enterprise capabilities to support personalized workflows Broad SaaS • Easier access to next-gen technology Adoption and architectural advances Curve Adoption of SaaS for “Core” and “Non- Core” Financial Systems / SaaS “Tipping-Point” Operational Processes (General Market) Early Mainstream Early Mainstream Low Adoption Adoption Adoption 2014 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Source: Saugatuck Technology Entire contents © 2009 Saugatuck Technology Inc. Page 16 All rights reserved.
  • 17. Worldwide Buying Preferences – Channel Options Leading Regional Preference IT Consultancy United States Direct from SaaS Solution Provider Service Industry-specific VAR or System Integrator Europe Local/Regional VAR or System Integrator Managed/Hosted Services Provider Asia Business Consultancy (e.g., accounting firm) % 20% 40% 60% Source: Saugatuck Technology, Web Survey December 2008, N=1788 Saugatuck Insight: Channel strategy must be tailored to geography. The US ranked “direct from provider” highest; Europe and Asia ranked “IT consultancy” highest. IT consultancy channel is ranked highest overall due to ranking in Europe and Asia. Note also the much higher preference for “Business consultancy” in Europe and Asia. “Local/Regional VAR or system integrator” is most popular in Asia. Page: 17 Entire contents © 2009 Saugatuck Technology Inc. All rights reserved.
  • 18. Industry Buying Preferences – Channel Options Channel Preferences, By Industry Manufacturing IT Consultancy Technology Direct from SaaS Solution Provider BusinessServices Industry-specific VAR or System Integrator Healthcare & Local/Regional VAR or System Integrator Pharmamaceutical Managed/Hosted Services Provider Retail Business Consultancy (e.g., accounting firm) Public Services & Education Online Business/Services Marketplace Financial Services Other (please specify) Transportation & Energy % 20% 40% 60% Entire contents © 2009 Saugatuck Technology Inc. Chart: 18 All rights reserved.
  • 19. Channels and Partners in the Cloud: Monetization • Who owns the customer? BPO & MSP • What is the best way to Level 4 compensate channel partners? SaaS Level 3 • Is the partner paid a commission for managing a Platforms & Hubs Level 2 customer that the vendor owns? • Or does the partner own the Cloud Level 1 Infrastructure customer and pay a revenue share? Technology • Can the partner up sell its Level 0 Suppliers own offerings and keep it all? Saugatuck Insight: Billing and payment systems are the key to monetization of cloud businesses. Without a sufficiently complete and flexible solution for billing and payments, the cloud provider will be constrained to realize the opportunities the market presents. Support for channels and partners with complete flexibility will be essential. This is not a DIY project. Find a cloud-based hub that provides these services and do not waste your resources reinventing the wheel. You can buy them cheap. Entire contents © 2009 Saugatuck Technology Inc. Chart: 19 All rights reserved.
  • 20. Transformation Effects of Cloud Solutions • Revenue Expansion • Shift from Capex to Opex Enable • Quicker Time to Market • Lower Cost of Operations • Increased Profits • Virtual Value Chains High Impact • Distributed Organizations • Cloud-based Startups The 4 Waves Cloud SaaS Providers SaaS Transforming SaaSEvolving Providers Wave IV Wave III Wave II Wave I Business Cloud Providers Organizations 2003 2005 2007 2009 2011 2013 2015 • Innovative Solutions • Mature Functionality • Integration Capability Enterprise-Ready • Cross Solution Workflow • Development Platforms • Composite Solutions Require • High Availability 5 9‟s • Transparency, SLAs • Backup & Recovery • Trusted Providers Entire contents © 2009 Saugatuck Technology Inc. Chart: 20 All rights reserved.
  • 21. The Evolving Cloudscape The focus shifts over time from cost-effective delivery of stand-alone application services (Wave I), to integrated business solutions enabled by web services APIs and ESBs (Wave II), to workflow- and collaboration-enabled business transformation (Wave III), leading to measured, monitored and managed business processes (Wave IV). By 2012, Cloud Computing will capture at least twenty five percent of IT spending growth. Beyond Software-as-a-Service: Cloud Computing High SaaS 1.0 SaaS 2.0 Cloud Computing Wave III: 2008-2013 Wave IV: 2011-2016 Wave I: 2001-2006 Wave II: 2005-2010 Workflow-Enabled Measured, Monitored, Managed Cost-Effective Integrated Business Transformation Business Processes Software Delivery Business Solutions Post-SaaS Adoption Adoption • End-to-End Cloud Business Processes • Intelligent Hubs Linking Platforms Ubiquitous SaaS Adoption • Virtualization on Mobile Devices • Focus on Business Transformation Mainstream SaaS Adoption • Elastic Cloud Infrastructure • ISV to SaaS Enablement • Integrated w/ Business • Standards for Workload Portability • Server and Application Virtualization • SaaS Integration Platforms Early SaaS Adoption • SLAs for Composite Service Offerings • Stand-alone Apps • SaaS Development Platforms (PaaS) • Business Marketplaces • Support at Business Process Level • Multi-tenancy • Public Cloud Infrastructure (IaaS) and SaaS Ecosystems • Limited Configurability • Cloud Collaboration Platforms • Customization Capability • Focus on TCO / rapid • Customized, Personalized Workflow • Focus on Integration deployment Low 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Source: Saugatuck Technology Entire contents © 2009 Saugatuck Technology Inc. Page 21 All rights reserved.
  • 22. Saugatuck„s Cloud Research Board ™ Cloud Research Board – Saugatuck„s Cloud Research Board ™ is a broad-based community of interest focusing on Cloud Computing in all of its aspects. Membership in the Saugatuck Cloud Research Board ™ is open both to vendors and end-users, who share an interest in this evolving phenomenon. • You can register at www.saugatech.com/crbsignup.htm using valid and verifiable business contact info. • Members will be part of a special research panel for the purpose of survey research and interviews – with a commitment to participate in 4-6 web surveys and / or short telephone-based interviews per year. In return, Cloud Research Board ™ members will have early access to special research program insights from various Cloud Research Board ™ initiatives. • In addition, members are automatically registered to receive Saugatuck‟s weekly Research Alerts. • Members are eligible for special incentive pricing programs for Saugatuck‟s subscription research offering, Continuous Research Service (CRS). • Members will have full access and posting rights to Saugatuck Technology blogs (TBA – mid-2009). • Members may also apply to be considered for membership in the Saugatuck Cloud Council ™. Entire contents © 2009 Saugatuck Technology Inc. Chart: 22 All rights reserved.
  • 23. How to Contact: Regional Sales Offices US OFFICES INTERNATIONAL Headquarters Germany Saugatuck Technology Inc. Saugatuck Technology Inc. 49 Riverside Ave. Bluecherstr. 4 Westport, CT 06880 D 65343 Eltville am Rhein USA Germany (P) +1.203.454.3900 (P) +49.6123.630285 Regional Sales: Al.Vanek@Saugatech.com Regional Sales: frank.sempert@saugatech.com Silicon Valley • •• Saugatuck Technology Inc. 5201 Great America Parkway, Suite 320 Santa Clara, CA 95054 USA (P) +1.408.727.9700 Regional Sales: Andrew.Jeffs@Saugatech.com Are you getting the best research, insight, and advice on disruptive IT? Register to receive Saugatuck‟s complimentary Research Alerts, and browse our comprehensive Research Library on topics such as SaaS, Open Source, Web 2.0, SOA and Utility Computing (among other). • To Register: http://research.saugatech.com/cgi-bin/order/signup3.pl • To Browse the Library: http://www.saugatech.com/researchbytopic.htm • ToEntire contents © 2009 Saugatuck Technology Subscription Research Service: Learn About Saugatuck‟s CRS Inc. http://www.saugatech.com/crs.htm All rights reserved.