Cloud Computing | UK | 2014

Cloud Ecosystem - Market InSight - UK

SITSI I Market Analysis I Market InSight

SITSI I Market Analysis I Market InSight I Cloud Ecosystem I UK I 2014

Table of Contents
List of figures
Document information
Management Summary
Cloud Market Overview
Supplier Landscape Overview
Cloud Consulting and SI Landscape - Diverse and Dynamic
SaaS Landscape - International Suppliers Dominate
IaaS Landscape - Fragmented and Consolidating
G-Cloud and the UK Government Ecosystem
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SITSI I Market Analysis I Market InSight I Cloud Ecosystem I UK I 2014

List of figures
Cloud Services Spending as a % of Total IT Spending (Source: PAC)

UK Cloud Investment and Forecast (Source: PAC)

Comparison of Leading UK Cloud Services Vendors vs Leading total SITS Suppliers

Ten Key UK Cloud Services Contracts (Source: PAC Deal Tracker)

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Segmentation in the UK Cloud Services Provider Landscape

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Five Key UK-based Born-in-the-Cloud Integrators

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Document information
Authors:

Nick Mayes (n.mayes@pac-online.com), George Mironescu (g.mironescu@pac-online.com)

Quality check:

Nick Mayes (n.mayes@pac-online.com)

Publication date:

17.12.2014

Modification date:

22.06.2015

Scope ID:

Cloud Computing | UK | 2014

Portfolio ID:

SITSI I Market Analysis I Market InSight

SITSI I Market Analysis I Market InSight I Cloud Ecosystem I UK I 2014

Management Summary

The UK cloud services supplier landscape is both diverse and highly dynamic.
It is the established IT services providers that are securing the biggest slice of the cloud opportunity, as
large enterprises look to work with big international suppliers under broad-scope deals as they build first
generation private and hybrid cloud environments. This was highlighted by IBMs blockbuster 1.25bn deal
with advertising giant WPP in December 2014.
But they are by no means the only winners in the cloud-related services market. A vibrant community of
boutique consultancies and integrators has developed around fast-growing SaaS and IaaS providers such
as Amazon and Google. Telecoms services providers Colt and BT are attacking the market with their own
direct IaaS offerings, but also play an important role in designing and implementing the network
infrastructure to support private cloud environments.
Some companies are positioning themselves as orchestrators or aggregators of third party offerings, and
others resell services delivered by other providers. For example, there are several examples of service
providers reselling infrastructure-as-a-service offerings that are managed by a second company inside a
data center that is run by a third company. Understanding this delivery chain is hugely important for
buyers of cloud services, particularly in terms of understanding who has ultimate responsibility for issues
around security and service performance.
The infrastructure-as-a-service (IaaS) supplier landscape is split between the private and public cloud
worlds. In the former, it is again the large IT infrastructure services providers that lead the way, while in
the public cloud space, it is the top US companies AWS and Rackspace which are the most prominent
players. The UKs large cluster of hosting and co-location services providers has also moved into IaaS
services in the last five years, although the extent to which they have developed true cloud offerings rather
than simply cloud-washing their rent-a-rack offerings varies greatly.
The software-as-a-service (SaaS) market is evenly split between the nascent cloud-based offerings of
global ISVs such as Oracle, SAP and Microsoft, the SaaS offerings from UK services vendors (Fidessa,
Civica) and software providers (Sage), as well as specialist SaaS players, both international (Salesforce,
Netsuite, Xero) and homegrown (Mimecast, Brightpearl). There have been some major contract SaaS
awards in recent months, including BTs decision to award Oracle a huge deal to roll out a SaaS based
human resources platform, which underline the momentum in this area of the market.
The other area of the cloud supplier market that we explore in this report is the public sector market,
where the Governments increasingly aggressive drive to prioritize cloud solutions as part of its costcutting agenda is leading it to engage with a fragmented group of both large and small providers. Security

SITSI I Market Analysis I Market InSight I Cloud Ecosystem I UK I 2014

is a critical factor in this sector, and new suppliers are emerging as important players due to their
development of highly secure offerings.

SITSI I Market Analysis I Market InSight I Cloud Ecosystem I UK I 2014

Cloud Market Overview

The UK is the most mature market in Europe in terms of cloud services adoption.
In 2014, cloud services accounted for approximately 14% of total IT spending, which is slightly higher than
it is in other major European markets (see Fig 1). This is partly due to UK companies having fewer
concerns over using US-hosted public cloud solutions, while the high maturity of outsourcing adoption has
meant that many of the countrys large enterprises have been working with external partners to help them
move towards private cloud environments.

Cloud Services Spending as a % of Total IT Spending (Source: PAC)

Investment in cloud services and related consulting and systems integration is growing at a much faster
pace than spending on traditional IT products and services. While the need to reduce operating costs
remains an important driver for cloud adoption, UK businesses are also increasingly interested in making
their IT resources more scalable in order to meet the changing demands of the business.
Infrastructure-as-a-Service (IaaS) is the largest area of cloud-related investment, and represents a slightly
larger opportunity for suppliers than the cloud-related consulting and systems integration space.

SITSI I Market Analysis I Market InSight I Cloud Ecosystem I UK I 2014

UK Cloud Investment and Forecast (Source: PAC)

SITSI I Market Analysis I Market InSight I Cloud Ecosystem I UK I 2014

Supplier Landscape Overview

So what does the supplier landscape addressing the cloud services market look like and is it vastly
different to that which has been built around providing traditional on-premise IT products and services?
Have large, old-world vendors successfully reinvented themselves to succeed in the cloud era, or is the
market dominated by new entrants and specialists?
A comparison of the rankings in Fig 3 below shows that it is the established order that lead the way in the
UK cloud landscape. Six of the top ten total software and IT services providers also feature in the top ten
rankings for the largest cloud services providers (we have aggregated revenue from cloud-related
consulting and systems integration as well as SaaS, PaaS and IaaS revenue streams). Salesforce.com
and AWS are the only pure-play cloud providers to break into the top ten cloud rankings, and these are
big global players. BT is the only UK-headquartered organization to feature in the top 10, and indeed there
are only three UK-based suppliers in the countrys top 30 cloud providers (Capita and Computacenter),
which underlines the dominance of international suppliers.
So what does this tell us? Well the prominence of the big IT services providers underlines that at present,
it is the construction of large private and hybrid cloud environments where the bulk of cloud investment is
being channelled.

SITSI I Market Analysis I Market InSight I Cloud Ecosystem I UK I 2014

Comparison of Leading UK Cloud Services Vendors vs Leading total SITS Suppliers

In December 2014, IBM announced a $1.25bn deal with UK advertising giant WPP to provide products
and services in support of a move towards a hybrid cloud environment. This huge deal highlighted a few
important market dynamics. It showed the potential size of engagement that is out there to help very large
businesses take advantage of the improved agility that cloud services can facilitate. Moving towards cloud
makes a lot of sense for an organization such as WPP, which is an aggressive market consolidator, adding
hundreds of new staff every year through acquisitions. It needs its IT resources to scale at the rate that
the business demands.

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Ten Key UK Cloud Services Contracts (Source: PAC Deal Tracker)

The contract also showed that buyers are still keen to engage with large suppliers to support their journey
to the cloud. While the likes of IBM and Accenture can be difficult to engage with and tend to be
expensive, they also have very broad portfolios and are able to help clients with the increasingly complex
issues thrown up by hybrid cloud environments such as integration, orchestration, service management
and security. Their scale also gives them very solid risk profiles, and many buyers are wary of engaging
with smaller suppliers due to concerns over their long-term financial security.
Big private cloud construction projects tend to go to big suppliers, and IBM is by no means the sole
beneficiary of this trend. HP is halfway through a seven-year, 250m deal with energy giant Centrica that
will see it move towards a hosted private cloud environment, run from HPs UK data centers. Meanwhile,
Fujitsu is helping United Utilities to transform its data center infrastructure to a more agile private cloud
environment in order to better support the changing demand levels of the business. Accenture is working
on a similar project with Thomas Cook and Atos is leading infrastructure transformation engagements
with public sector agencies including the Highways Agency.

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Segmentation in the UK Cloud Services Provider Landscape

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Cloud Consulting and SI Landscape - Diverse and Dynamic

As we have seen, the market for cloud-related consulting and systems integration services is dominated
by the large, traditional IT services players.
The majority of their revenue in this area comes from helping big enterprises build private and hybrid
cloud environments, but some are developing some interesting models to help them differentiate their
positioning. We explored the emergence of the cloud orchestrator role in a recent report, and it is
particularly prevalent in the UK.
The increasing use of hybrid cloud environments to support more complex workloads is the major driver
behind this trend, and the emergence of the service integration and management (SIAM) model on large
sourcing engagements is another factor. Some large government agencies and enterprises are looking to
appoint a supplier to take responsibility for managing the services provided by multiple vendors.
Many of the major systems integrators operating in the UK have developed orchestration propositions that
combine a blend of services and technology. Accentures proposition is based on its Accenture Cloud
Platform (ACP), which was launched in April 2013 with the aim of helping clients integrate and manage
their increasingly diverse and sophisticated cloud landscapes. BT is its key UK account in this area, which
signed up to use it prior to its launch in 2013. BT Sport wanted to use cloud services to support its growth
as the number of customers signing up to its new sport content was difficult to predict, and was expected
to spike around major sporting events. BT uses ACP to access compute on demand from NTT and
Microsoft Azure. Atos, Capgemini, CSC, Fujitsu, HP and IBM are other key players in the UK that are
pushing orchestration propositions.
It is not just the larger players that are reaping the rewards from cloud consulting and integration spend in
the UK. Indeed, there are many smaller, more focused players that are riding customer demand for
implementing and integrating cloud solutions.
Google is building a large and dynamic partner ecosystem to help its assault on the enterprise sector.
The company relies 100% on its channel partners to deploy and integrate its enterprise offerings, as it has
no professional services capabilities of its own. More than 100 companies now provide consulting and
implementation services around Googles cloud platforms, ranging from big international firms (PwC,
Wipro, Ciber,) to digital agencies (DigitasLBi, Sagepath) and small boutiques.
One key UK partner is Ancoris, a 30-strong, UK-based vendor that swooped for local players Appogee
and Cloud Skills in the last two years. Ancoris is working with SaaS outfit SoftWatch to help Microsoft
Office users understand their usage levels and persuade them to migrate to Google something it has
done for more than 80 companies in the UK to date.

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Google-related services projects are not big and certainly not in the same league as traditional ERP
deployments. However, the process of migrating from Microsoft environments to Google, and building
apps on the Google platform that meet specific customer needs requires a skills set that few businesses
have within their internal teams. For example, Ancoris helped the London Borough of Barking and
Dagenham to migrate 3,500 local council employees from an XP environment to Chromebooks and
migrate applications so they can be accessed via the Chrome browser.
Specialists such as CloudSherpas and Ancoris tend not to move in the same circles as the likes of
Accenture and Capgemini, which have developed their capabilities around Google as they have in
nurturing their practices around SFDC, AWS or Azure. But some of the specialists are building global
delivery capabilities in order to ensure they stay price competitive. London-based Grove splits its 60strong workforce between the UK and a development center in South Africa.
So how are these companies differentiating? Some are developing a focus on specific industry domains
CloudSherpas for example, has a number of clients in the retail sector where it works with the likes of
Waitrose, John Lewis and All Saints. Others are focusing on specific areas such as mobile services
(Grove) or Google maps application development (Ancoris).
Another important cloud player that is building a colorful partner system in the UK is Salesforce.com. The
poster child of SaaS has UK revenues that top the 100m mark, and works with an expanding network of
large consulting partners and smaller specialists to help it spread the gospel. Of the big players, Accenture
(which has more than 1,600 SFDC consultants worldwide), Capgemini and Deloitte are particularly
prominent in the UK, while US-based specialists including Acumen, BlueWolf and Appirio rub up against
domestic boutiques including Admiral Technology, Hypen8, and Sandyx.

Five Key UK-based Born-in-the-Cloud Integrators

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SaaS Landscape - International Suppliers Dominate

UK businesses have been enthusiastic adopter of SaaS with the market growing well above 30% per year
for the last three years.
Much of the action has focused on the replacement of non-core application software installations with
SaaS-based solutions. Anglo-American is rolling out an enterprise content & collaboration management
solutions from pure SaaS vendor Box to all of its 10,000 employees. However, the biggest shift is taking
place in the office & collaboration application space where large corporations undertaking large migration
programs. Some good examples are British Airways and Telefonica UK which are in the process of
migrate all their staff to Office 365 and Yammer.
In the back office domain, UK businesses are adopting SaaS solutions to support their procurement and
HR/payroll functions. The adoption of SaaS-based F&A will remain a topic rather for small and mid-sized
organizations for some few good years. At the same time, pure SaaS vendors focused on F&A indicated
they are disrupting in the small enterprise arena. Companies such as KashFlow, Xero or
financialforce.com have been putting substantial pressure on incumbents such as Sage and IRIS to
hasten their SaaS strategies. For example, IRIS, as one of the leasing F&A vendors in the UK, acquired
KashFlow in 2013 in order to accelerate its transition to SaaS.
The UK SaaS supplier landscape is dominated by large international players.
Salesforce ranks as the largest SaaS provider in the UK, and it is making an aggressive push in the
country. The company opened its first data center in the UK in 2014, with the aim of helping it break into
the UK public sector market, where security demands mean local service delivery capability is essential. It
also rebranded its London-based headquarters at Heron Tower as Salesforce Tower London, as it looks
to expand its local account base and sell a broader range of services notably PaaS to its existing
accounts.
Google is the UKs second largest SaaS player. The company has emerged as a strong third challenger
in the office automation space to incumbents Microsoft and IBM. In the UK, high profile companies like
John Lewis Partnerships, Guardian Media Group and Telegraph Newspapers have made the move to
Google Apps, prompting considerable interest from companies large and small in leaving behind their
email legacy. Google has attracted a lot of negative attention in the UK over its tax arrangements, leading
the Government to discuss the implementation of a Google Tax, but it has yet to have a major impact on
customer demand for its services.
Traditional software providers also have a significant presence in the UK SaaS space. One of the biggest
deals in the UK SaaS market in recent quarters was BTs multi-million pound contract with Oracle to

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migrate it to a cloud-based human capital management software, supporting some 90,000 employees
worldwide. Delivered via the Oracle cloud, all BT users have access to the same user interface, increasing
compatibility and easing HR administration.
Domestic SaaS players have yet to really make an impact. Out of the top 20 SaaS suppliers in the UK,
only two are native businesses (Fidessa, and EMIS). Fidessa has developed an extensive SaaS portfolio
for brokerage and financial intermediation institutions. Civica is another interesting domestic player, and is
increasingly pushing platform-based offerings into its core local government market.
Sage is building momentum in recent quarters in moving its core offerings to a SaaS model, with the
launch of Sage ERP X3 Online in Europe in 2015. This is aimed at enterprises with 50-250 employees that
are in a position to transition from a small accounting solution towards more powerful financial
management systems. The product will be managed by Sage on top of AWS, and while it is designed to
operate as a multi-tenant platform, ERP X3 Online will be single tenant. Sage ERP X3 Online represents a
cautious approach to cloud, but it is a sound one, as the company can draw significant experience that
would help it later to move the core mid-market ERP X3 product to cloud.

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IaaS Landscape - Fragmented and Consolidating

AWS and Rackspace are the two big public cloud players in this market, and both have developed
substantial customer bases in the UK.
AWS is clearly winning the race in the global public IaaS market, and its tactics of aggressive price cutting,
and building scale (it opened a new German data center in 2014) have also paid off in the UK. The
companys client base ranges from well-known enterprises (Shell, Unilever) through to start-ups (Just Eat,
Shazam) and non-for-profit groups (Cancer Research). It is not just low-risk test and development
projects that UK companies are using AWS to support. For example, the Rail Settlement Plan, which runs
the ticketing system for the UK rail network, now hosts its ticket on departure service which processes
1.8bn of ticket sales every year - on AWS.
A key part of AWS strategy in the UK in 2015 is to increase its channel engagement, in order to sell a
broader range of services. In 2014 alone, AWS has integrated 500 new features & functions into the
platform, such as Amazon Aurora, a MySQL-compatible database engine. AWS is also looking to grow
its presence outside of the South East region, building on recent wins with Shop Direct and
Moneysupermarket, who are both based in the North West.
Rackspace is in the process of building a new UK data centre site in Crawley, about 30 miles south of
London. The move has been driven by Rackspace reaching the space limit at its existing site in Slough,
West London. The site will house three new halls, each with 10MW of capacity, and the entire
infrastructure will be based on Open Stack, as the company looks to move beyond commodity compute
and storage provisioning and into a broader range of services, including DevOps support.
The traditional IT infrastructure services vendors are taking a tactical approach to the IaaS space, and in
particular the public cloud part of the market. IBM and HP have public cloud offerings as part of their very
broad portfolios, but they are not the main thrust of the business. CSC is shifting its focus away from
expanding its BizCloud public service in favor of pursuing more profitable work in orchestrating and
integrating hybrid environments. Atos Canopy venture has stopped short of offering a public cloud
service as it believes that the margin potential is too limited. BT is the only large UK player pushing a
public-cloud IaaS offering, with its BT Compute service, which has been used by the organizers of the
London Olympics as well as retailer Crabtree and Evelyn.
The UK has long been home to a large community of hosting providers, and many of these companies
have tried to reposition themselves as IaaS providers in recent years. This has often been to the detriment
of the customer, with cloud trade shows and exhibitions often overflowing with hosting companies simply
re-badging pay-by-the-rack hosting offerings, without incorporating any true cloud elements such as multitenancy (in the case of public cloud) or usage-based pricing.

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Traditional co-location and hosting companies such as Telecity have developed their own genuine direct
IaaS offerings (Dynamic Data Center) as well as providing hosting platforms for PaaS/IaaS specialists
such as DigitalOcean or Outsourcery. Other significant players from a hosting background that currently
push an IaaS offering include MDS Technologies, Node4, Onyx, Pulsant, ServerHouse and UKFast.
This is an area of the market that is ripe for consolidation, as IaaS continues to commoditize and smaller
players struggle to make the transition to higher-margin areas. Iomart is emerging as one of the
consolidators, having swooped for five other hosting players in recent years: Easyspace, RapidSwitch;
Redstation; Backup Technology; and Melbourne. It has added to its range of standard hosting services
with a string of private and hybrid cloud offerings, and is now a G-Cloud framework supplier. The
companys operating profit was up 43% to 23.6m in its most recent fiscal year, on revenue that rose by
29% to 55.6m.

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G-Cloud and the UK Government Ecosystem

The public sector accounts for more than one third of UK IT services spending, and the role that it is
playing in fostering the adoption of cloud services is also hugely important.
The Cabinet Office set out a Cloud First policy in 2013 that was designed to encourage public agencies
(mandated to central bodies and strongly recommended to he wider public market) to consider cloudbased offerings as the first potential solution for any new IT project.
In tandem, the Government is trying to drive a greater use of the Digital Marketplace (formerly
CloudStore) where public sector bodies can buy from the 700+ suppliers on the G-Cloud supplier
framework. CloudStore experienced plenty of teething trouble following its launch in 2012, but following a
number of re-designs, the interface now offers much greater clarity in terms of the offerings, terms and
pricing of the different services available through the portal.
According to Government figures, monthly spending on the Digital Marketplace has passed 200m during
2014, although to put this in context, total software and IT services spending by UK government
organizations reached 11.8bn in 2014 a large chunk of which is tied up in large outsourcing
engagements. Digital Marketplace has a long way to go before it can claim to have made a major impact
in driving cloud adoption in the public sector.
However, it is having an effect in opening the door for smaller suppliers to engage with government
bodies. The Cabinet Office claims that 80% of the suppliers on the G-Cloud framework are SMEs, which it
categorizes as a company with 250 or less employees or with annual sales of less than 50m. It also
stated in 2014 that over 60% of all the work awarded via the Digital Marketplace had gone to smaller
players, so who are the winners and what are they selling?
One of the standout successes has been SkyScape. The Farnborough-based company, which provides
highly-secure infrastructure-as-a-service (IaaS) to public sector organisations, has secured contracts
including the Cabinet Office, Home Office, HMRC and MOD, while developing a partner ecosystem that
includes big-hitting players such as Capgemini, Lockheed Martin and Steria.
Security is a key part of its proposition and messaging. As it only sells to government clients, its
infrastructure is not vulnerable to other attack vectors in markets such as financial services. It claims to be
the most accredited and secure cloud player in UK government, with the ability to handle IL3-level data.
Note that CERT UK, the countrys national computer emergency response team, uses Skyscapes
services. It is also based in the UK, which sits well with those clients concerned about data privacy and
control. Skyscape does not own data centers it piggybacks on its relationship with data centre operator
Ark Continuity which runs sites in Corsham and Farnborough.

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Pricing is of course hugely important in IaaS, and the company claims that following two major price
reductions, it is able to compete on a level footing with AWS. For example it offers IL3 Compute-as-aService (VM on demand) from 14p per hour. Crucially, clients pay the same rates if they buy through GCloud, direct from Skyscape, or via a third party outsourcer. The company bills its offering as easy to
adopt, easy to use, easy to leave. There is no set up charge, and customers are able to spin up 1,000
VMs within seconds of activation. Users pay by the hour, and are not obliged to sign up to a minimum
contract term, which is an important differentiator against some other G-Cloud providers which demand a
1- or 3-month commitment.
Another interesting story is Eduserv, a non-for profit provider of secure hosting and other infrastructure
services. The company, which has 130+ employees, provides IL3 level public and private compute and
storage services to public and third sector organizations, and secured a 1.5m deal with Bristol City
Council in 2014. Eduserv, whose annual revenue reached 23.5m last year, is targeting opportunities
where it can replace incumbent for-profit providers, with its transparency on pricing and operational
performance a key weapon.
Although it does not have SME status, Agilisys is another supplier that has recently enjoyed a strong run
of wins through the G-Cloud framework. The IT and business services provider with annual sales up 9.5%
to 134m, is increasingly baking cloud-based platforms into its offerings. In 2014, it won a deal with longterm client Thurrock Council to provide a SaaS-based online transaction processing system, and plays a
key role in supporting the Wandsworth-led pan-London digital framework through which users can access
cloud-based transactional systems.
But as in the wider UK cloud services market, it is important to note that the big deals awarded through the
G-Cloud framework, tend to go to the big vendors. Among the most successful suppliers on the framework
in the second half of 2014 include BAE Systems, QinetiQ, IBM and Vodafone.

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About Pierre Audoin Consultants

From strategy to execution, PAC delivers focused and objective responses to the growth challenges of Information and
Communication Technology (ICT) players.
Founded in 1976, PAC is a privately held research & consulting firm for the software and ICT services market.
PAC helps ICT vendors to optimize their strategies by providing quantitative and qualitative market analysis as well as
operational and strategic consulting. We advise CIOs and financial investors in evaluating ICT vendors and solutions and
support their investment decisions. Public institutions and organizations also rely on our key analyses to develop and shape
their ICT policies.
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