In a recent survey of over 400 service providers in 17 European countries and the US, we sought to examine the current state of play in the European cloud market and how service providers are addressing the growing demand for cloud. This presentation looks at the survey data from the Nordics and the EU as a whole, comparing them to provide insight into the similarities and differences in these two markets.

1. WHAT’S NEXT FOR THE
CLOUD THE NORDICS?
Survey data: Nordics v EU market trends
November 2013

2. CLOUD & HOSTING PROVIDERS SURVEY
We surveyed 400+ service providers in the Nordics and in Europe to examine the current state of
play in the cloud market. How are they addressing the growing demand for cloud?
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3. DATA CENTRE OF CHOICE
Unlike the rest of the EU, self-owned data
centres are the data centre of choice for
Nordic cloud and hosting providers
Second most popular in the Nordics are
CNDCs
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In the EU, the Netherlands scored
highest for use of CNDCs with 75%.
Spain, on the other hand scored just 8%
for preferring CNDCs

4. CUSTOMER DEMAND TODAY
Demand for traditional hosting exceeds demand for cloud in the Nordics
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Demand for Cloud (IaaS) and Applications (SaaS) close to EU averages

5. CLOUD REVENUE SHARE 2012 TO 2015
However, the majority expect the cloud wave to hit within the next 3 years
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59% of Nordic respondents expect 40-100% of revenues to come from cloud by 2015

6. REVENUE IMPACT OF CLOUD
83% of Nordic respondents are positive about the revenue impact of cloud
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Of all those surveyed, only Spain were more optimistic than the Nordics in this respect

7. KEY COMPETITORS
Service providers in the Nordics face more overseas competition from the U.S. than the rest
of Europe
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The European trend could be explained by the fact that Pan- European and U.S. providers are
perceived as offering different products which target different requirements

8. STRATEGIES TO LEVERAGE CLOUD
The top 3 strategies by Nordic cloud and hosting service providers
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Looking underneath these figures, we found that a large majority (61%) execute 3 or more
strategies
These strategies tend to be emergent, ad-hoc, and mostly driven by customer requirements

9. THANK
YOU
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