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2013 Cloud Computing Outlook: Private Cloud Expected to Grow at Twice the Rate of Public Cloud

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Executive Brief

Private Cloud Expected to Grow at

Twice the Rate of Public Cloud

In This Paper

• Security, privacy concerns about the cloud remain • SaaS is the most popular cloud service model in use today • Microsoft, Google and Amazon still ruling the cloud market

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Executive Summary

Private cloud is the most popular cloud deployment model, according to a survey of IT professionals and executives who are involved in the cloud computing purchase process. The survey was conducted by Palmer Research and QuinStreet Enterprise, the publisher of well-known IT media brands that include eWeek, Datamation and CIO Insight.

The survey found 65 percent of respondents use or plan to use the private cloud deployment model. Despite the best efforts of cloud computing vendors, and increased adoption in recent years, concerns around security (mentioned as extremely or very inhibiting by 70 percent of respondents), privacy (69 percent), uptime (62 percent) and the control of data (61 percent) remain the most likely inhibitors to adopting cloud computing services and applications.

Software as a service (SaaS), which pre-dates the term “cloud computing” and goes back to the application service provider (ASP) concept of the late 1990s and early 2000s, is the most popular form of cloud computing service used by survey respondents. Nearly 80 percent use or plan to use SaaS.

The survey also examined attitudes toward cloud computing vendors. When measuring unaided brand awareness, respondents mentioned

popular consumer-tech crossover brands the most, with 32 percent naming Amazon, 19 percent Microsoft and 11 percent Google.

When discussing purchasing criteria for cloud computing, respondents cited system reliability as the most important criteria when they were in the initial stages of exploring solutions, regardless of the respondent’s company size. Later in the sales cycle, when selecting vendors to include in an RFP, respondents cited customer service (90 percent) as important.

Cloud Computing Deployment

Models

There are multiple ways to deploy cloud computing, including public clouds that offer cloud services to anyone willing to pay for them; private

clouds deployed by organizations for use by those to whom they grant access; hybrid clouds, which combine elements of public and private deployment models; and community clouds, where organizations that share certain goals or concerns share a common infrastructure.

From the beginning, concerns over security and privacy have been listed as inhibitors to cloud adoption, and that still holds true today. Seventy percent of respondents find security extremely or very inhibiting, the survey found, while 69 percent said the same about privacy, control and monitoring.

Given these stubborn concerns over security and privacy, it’s not surprising that the private cloud deployment model is the most popular among survey respondents, with 36 percent currently using a private cloud and

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another 29 percent planning to use a private cloud. Private clouds allow businesses to take advantage of the efficiency of cloud computing without exposing their data and applications to those outside the organization.

The public cloud deployment model was not far behind private clouds, with 32 percent of respondents using public clouds and 14 percent planning to use them.

Hybrid and community cloud deployments have lower rates of usage among survey respondents (11 percent and 8 percent, respectively) and seem less familiar based on the number of respondents who said they didn’t know or weren’t sure they were using such models.

Private cloud is the predominant cloud computing deployment model, and it looks to be growing at twice the pace of the public cloud model. It’s clear there is a tremendous opportunity for vendors that offer private cloud infrastructure and tools. Respondents also show higher rates of interest in hybrid clouds in the future compared to public clouds. Once again, concerns over data security and control are likely the reason respondents are looking to keep at least some of their cloud infrastructure in house.

Public cloud providers might want to consider tweaking their offerings or messaging to increase their appeal to customers choosing private or hybrid cloud deployments, whether because of security and privacy concerns or other factors.

36%

32%

11%

8%

29%

14%

21%

10%

35%

55%

67%

82%

0% 20% 40% 60% 80% 100%

Private cloud

Public cloud

Hybrid cloud

Community cloud

Currently using

Planning to Use in 12 months

Don't Know/Not Sure

Q. Which of the following cloud deployment models are you currently using, planning to use in the next 12 months, not sure if you will use, don't know.

N = 341

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Within private or hybrid clouds, organizations have a choice on how exactly they want to deploy their cloud environment. They can handle it in-house if they have the skills, staff and expertise; they can turn to an independent cloud provider that specializes in clouds; or they can use a third-party hosting service like those that traditionally offer Web hosting.

In what is probably another nod to security and privacy concerns, nearly half (46 percent) of respondents using or planning to use a hybrid or private cloud handle deployment in-house. Thirty percent are using third-party hosting services, and 22 percent are using independent cloud providers.

Types of Cloud Services

The survey asked respondents about three cloud service types: software as a service (SaaS), which allows users on-demand access to software applications hosted in the cloud; infrastructure as a service (IaaS), in which a cloud provider hosts physical and virtual machines and computing resources; and platform as a service (PaaS), in which a cloud provider hosts an entire computing platform, possibly including the operating system, programming language execution,

databases and Web server, so software developers can more efficiently run software applications without paying for the underlying infrastructure.

Unsurprisingly, the SaaS cloud service type is the most popular service used among survey respondents. SaaS applications are becoming widespread throughout the business and personal lives of IT and non-IT users alike, with companies like

30%

22%

46%

2%

Third party hosting

service

Independent cloud

provider

In-house deployment

Other

Q. : Which of the following ways are you deploying or planning to deploy your private or hybrid cloud? (Please check only one) BASE: Currently using or planning to use a private cloud or hybrid cloud

N = 244

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Salesforce.com, Google’s Gmail, and many mobile and social media applications living in the cloud. According to the survey, 45 percent of respondents are using SaaS and 33 percent plan to use it.

“Companies must deal with a growing number of

data protection and privacy rules and regulations.”

All Materials Confidential

45% 26% 24% 33% 34% 34% 23% 41% 41% 0% 10% 20% 30% 40% 50%

SaaS IaaS PaaS

Using Plan to Use in 12 Months No plans to use

Q. At what stage or stages is your organization in for providing the following types of services: SaaS, IaaS, PaaS?

N = 341

1

Adoption by cloud service type

Among the respondents currently using or planning to use SaaS, reliability, security and performance were the benefits most frequently cited as important or extremely important.

50% 57% 65% 68% 69% 70% 70% 76% 78% 80% 81% 81% 88% 90% 93% 0% 20% 40% 60% 80% 100% Multi-tenancy API interfaces Drives IT efficiency Ease of upgrading software Devide independence/location Reduces deployment time Eases installation Adherence to SLAs Scalability Saves money and time Overall ease of use Cost Performance Security Reliability

Q. Please rate the importance of the following benefits, provided by using SaaS on a 5 point scale. Summary of top 2 box. Currently using or plan to use.

N = 264

Important SaaS benefits

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IaaS is used by 26 percent of the survey respondents, with another 34 percent saying they are planning to use it.

Businesses that use IaaS tend to use it to supplement their existing infrastructure. A retailer might turn to an IaaS provider to provide scalability during the busy holiday season rather than investing in infrastructure that will be underutilized for much of the year. Enterprises can also use IaaS to make it easier for internal business units to access the computing resources they need in a private cloud deployment. It’s not surprising, then, that scalability, cost savings and improved flexibility were the most commonly cited benefits of IaaS among survey respondents.

Compared to SaaS, in which deployments are often relatively simple and require nothing more than an Internet

connection and Web browser on the user’s end, IaaS implementations can be more complicated because of their need to work with existing infrastructure. With more respondents planning to use IaaS than are actually using it, the survey also asked respondents how they are maximizing their IT use and scaling their existing infrastructure.

Nearly half (47 percent) of respondents said some of their infrastructure is currently virtualized but there is room for improvement, while 23 percent said they are in the process of implementing a cloud infrastructure.

59%

61%

63%

68%

71%

73%

73%

76%

79%

80%

83%

0% 20% 40% 60% 80% 100%

Image libraries

Hypervisors

Cloud carries (VPNs)

Load balancers

Virtual machines

Integrates with on-premise data center

File based storage

Speeds up maintaining/monitoring IT …

Improves flexibility

Cost savings

Scalability

Q. . Please rate the importance of the following benefits, provided by using IaaS on a 5 point scale. Summary of top 2 box. Currently using or planning to use.

N = 202

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When asked about how they scale their IT infrastructure to meet business needs, 43 percent of respondents admitted they scale IT resources on an ad hoc basis, while only 10 percent said they dynamically scale and design on-premise and cloud services. 47% 23% 20% 11% 48% 28% 11% 13% 52% 20% 21% 6% 40% 18% 30% 12% 0% 20% 40% 60%

Some

infrastructure is

virtualized, but

there is scope for

improvement

We are in the

process of

implementing

cloud infrastructure

We have virtualized

most of the critical

infrastructure

We have

implemented a

private cloud

infrastructure

Total

< 50 Employees

50 - 999 Employees

> 1,000 employees

Q. How are you maximizing the utilization of IT infrastructure?

N = 341

Maximizing IT infrastructure use

43% 28% 20% 10% 35% 45% 10% 10% 55% 19% 22% 5% 40% 14% 31% 14% 0% 20% 40% 60%

We scale IT

resources on an ad

hoc basis

We have no formal

processes for

scaling IT

We proactively

measure scale IT

based on

consumption

We dynamically

scale and design

on-premise and

cloud services

Total

< 50 Employees

50 - 999 Employees

> 1,000 employees

Q. How does your IT Infrastructure scale to meet changing business needs?

N = 341

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PaaS is the least used cloud service type among survey respondents, which isn’t surprising because its offerings are the most niche of the three types addressed in the survey. Only 24 percent of respondents said they are currently using PaaS, but like IaaS, more than one-third of respondents said they are planning to use PaaS in the future.

When discussing the benefits of PaaS, respondents using or planning to use PaaS cited the reduction of daily operational costs (81 percent rated it as extremely or very important) and operating system support (78 percent) as the leading benefits.

55%

68%

72%

70%

72%

73%

74%

78%

81%

0%

20%

40%

60%

80%

100%

Programming language environment

Speeds development of new apps

Facilitates database access

Lower upfront costs

Speeds web server functions/deployment

Helps customize business needs

Enables scale up/down

OS Support

Reduces daily operational costs

Q. . Please rate the importance of the following benefits, provided by using PaaS on a 5 point scale. Summary of top 2 box. Currently using or plan to use.

N = 200

Important PaaS benefits

It’s important to remember that the SaaS model of cloud service goes back more than a decade, while IaaS and PaaS are more recent developments in cloud services. But adoption of IaaS and PaaS is picking up quickly, with as many respondents planning on using PaaS and IaaS in the future as SaaS. Future surveys may well find more equal levels of adoption among the three cloud service types, especially IaaS and SaaS.

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Cloud Computing Vendors and Brands

Cloud computing is a very busy market with nearly every major IT vendor offering cloud services, cloud-based applications or cloud-related products. The vendors include traditional IT heavyweights like IBM and Microsoft, companies that bridge the consumer and tech space like Amazon and Google, and the aforementioned hosting companies, like Rackspace, that are making a play for cloud computing business.

Given Amazon’s strong brand appeal across consumer and IT lines, the fact that it has a large, established user base, and its penchant for marketing and easy online transactions, it’s probably not surprising that the company led the way in unaided brand awareness among the cloud computing vendors at 32 percent. (The question read: “When you are evaluating a cloud computing vendor or selecting vendors to send an RFP, which vendors/brands come to mind?”) Microsoft (19 percent) and Google (11 percent) followed Amazon in unaided awareness.

When respondents were asked what brands they are currently using for cloud computing, Microsoft was mentioned most often, (22 percent of respondents). Google (19 percent) was a close second, followed by Amazon (16 percent). It’s also worth noting that a number of vendors, including Google, VMware, Salesforce, Oracle, Cisco, Symantec and AT&T, had usage rates among respondents that exceed their unaided brand awareness.

0% 5% 10% 15% 20% 25% 30% 35%

Am

az

on

Mic

ro

so

ft

G

oo

gle

IBM

Rack

sp

ace

H

P

D

ell

Citr

ix

VM W

ar

e

Sale

sf

or

ce

Cisc

o

Syman

te

c

Ap

ple

Box

AT&T

Ve

riz

on

Or

acle

SA

P

In

te

l

EMC

Usage

Unaided awareness

Q. When you are evaluating a cloud computing vendor or selecting vendors to send an RFP, which vendors/brands come

to mind? N = 341

Q: Please indicate which cloud computing vendors listed you are using,. Please check all that apply N = 341

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Microsoft, Google and Amazon also led the way among survey respondents when asked which cloud computing vendors they are evaluating. More than one-third (34 percent) said they are evaluating Microsoft, 32 percent said Google, 31 percent said Amazon, and 24 percent each cited IBM and VMware.

Beyond evaluating, the survey asked respondents which vendors they are selecting for RFPs. Here Microsoft scored 6 percent, slightly behind the 9 percent each that were choosing Google, Amazon and Rackspace for RFPs. One takeaway from this data is that the brand “halo effect” — whether or not a brand scores highly in unaided brand awareness or whether it’s being evaluated — doesn’t necessarily translate into inclusion in an RFP.

5% 5% 5% 6% 6% 6% 5% 6% 6% 9% 6% 5% 5% 9% 9% 6% 18% 18% 20% 20% 21% 21% 21% 21% 21% 21% 23% 24% 24% 31% 32% 34% 0% 5% 10% 15% 20% 25% 30% 35% 40% SAP AT&T Intel Salesforce Oracle EMC Symantec Citrix HP Rackspace Cisco VM Ware IBM Amazon Google Microsoft Evaluating Selecting for RFP

Q. Please indicate which cloud computing vendors listed you are evaluating or selecting for an RFP.. Please check all that apply. (N = 341)

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Purchase Considerations

The survey also asked respondents how they went about shopping for cloud computing solutions, asking what was important to them when they started searching for vendors, what was important in the later stages of vendor selection and what types of resources they found helpful when making a decision.

In the early stages of evaluating cloud computing vendors, system reliability (92 percent), technology expertise (86 percent), and pricing and maintenance (80 percent) were listed as the most important criteria.

In the later stages of vendor evaluation, survey respondents seem to be focusing more on the interactions they expect to be having with their chosen vendor. Ninety percent said customer service was the most important late-stage criteria. Having a well-known brand was a lesser factor among survey respondents, which might explain why several vendors ranked higher in usage among respondents than in unaided brand awareness, and why an evaluation doesn’t always lead to inclusion on an RFP. Those considering the purchase of cloud solutions appear to place more weight on service and on finding the right solution for their needs than brand.

47%

50%

52%

64%

74%

78%

80%

86%

92%

0% 20% 40% 60% 80% 100%

Market leadership

One stop shop

Sales training for team

Total solutions provider

Ease of working with tech teams

Vendor reputation

Pricing & maintenance

Tech expertise

Systems reliability

Q. When you are in the initial stages of evaluating cloud computing vendors, please rate the importance of the following

criteria on a five point scale. < Summary of Top 2 Box: (5,4) N = 225

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Survey respondents also showed a desire to try out cloud computing solutions before they buy them. When asked about important information sources while making a decision, software trials led the pack with 71 percent of respondents. At the RFP stage, trials again proved popular. When respondents who were selecting vendors for RFPs were asked which resource elements were most valuable in driving their decision, 78 percent said free vendor test drives.

Survey Methodology

The survey was conducted online by Palmer Research using an email invitation sent to IT professionals and executives in the QuinStreet Enterprise database. All respondents were involved in the cloud computing purchasing process. The survey was completed by 341 qualified professionals on April 2 and 3, 2013. The margin of error is +/- 5.3% at 95 percent confidence level.

61%

64%

69%

70%

72%

78%

78%

78%

78%

82%

90%

0% 20% 40% 60% 80% 100%

Best practices guide

ROI calculations

Vendor comparison charts

Well known brand

Peer/colleague recommendations

Capabilities combining all cloud …

Ability to meet complicance standards

Customer references/case studies

Free test drives

Best value prop

Customer service

Q. When you are selecting vendors for an RFP for cloud computing, please rate the importance of the following criteria on

a five point scale. < Summary of Top 2 Box: (5,4) N = 67

References

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