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by David Montia
with Enric Cánovas and Pilar Pedrosa
The cloud computing market is in the process of maturing and growing, and
numerous suppliers with potentially attractive offers are in the process of
developing their capability to provide value-added services to Spanish
Suppliers are developing their cloud service portfolios in order to create a
comprehensive offer that enables them to acquire new customers, build loyalty
among existing outsourcing clients and create a strong customer base that
allows them to consolidate the solutions demanded by the market. The uneven
development of cloud service portfolios means that each supplier has unique
capabilities, and that customers will always be able to find a provider that
offers the appropriate solution for their specific needs. The wide-ranging
nature of cloud computing has given rise to a diverse range of offers: the
strength of suppliers with similar capabilities lies in only some of the service
models (IaaS, PaaS or SaaS). Traditional specialisation is replicated; those
suppliers who are strong in the area of infrastructure have high capability in
IaaS, while providers primarily focused on applications have a more
comprehensive and powerful portfolio in SaaS and PaaS.
The relative immaturity of the market means that it is premature to talk about
customer loyalty. Day after day, we see suppliers enter the market convinced
of the necessity of including cloud computing solutions in their offer, and we
see new providers specialised in cloud services. Customers are looking for
flexibility and speed and, above all, experienced suppliers that can provide
references of experience in similar services, something that not all suppliers
are in a position to provide.
While cloud computing is starting to become a priority for businesses, it still
plays a secondary role in the sourcing strategy. Most companies have procured
the service on a trial basis or by taking tentative steps so as to be able to assess
the results before deciding to embrace it, albeit gradually, and with the idea of
building a hybrid cloud in the short to medium term. Collaboration and e-mail
continue to top the list of procurement intentions, at 57% and 49%,
respectively. This forces suppliers to have a mixed offer comprised of
traditional solutions supplemented with cloud computing services.
Furthermore, in most cases, they do not have a specific strategy to attack the
market with cloud computing solutions, instead opting to include the service
in their outsourcing and/or other types of service strategies.
With regard to budgets for ICT, we find that the intention to purchase IaaS
and SaaS services in 2013 is similar. Cloud computing ranks fourth in the list
of spending priorities of Spanish CIOs, with 92% of businesses saying that they
intend to maintain (36%) or increase (56%) spending on SaaS services in 2013
and 94% intending to maintain (29%) or increase (65%) spending in IaaS
This Penteo Universe analyses the relative positioning of market players on
the basis of two major aspects:
a) Capability: Analysis of different indicators to assess the extent to
which players have the means, resources and capabilities required to
provide cloud integration services to customers in Spain.
b) Features: Analysis of different indicators to assess the level of
maturity, depth and satisfaction of customers with the services
provided by players in each of the functional areas included in the
Table 1 shows the indicators, broken down into sub-indicators, which were
used to conduct the assessment that gave rise to the Penteo Universe
To assess customer satisfaction levels, primary source research was conducted
via electronic questionnaires which were sent to the information systems
managers and infrastructure and application managers of 40 companies in
Spain to gauge satisfaction levels with the IaaS, PaaS and SaaS service models
and other variants (BPaaS, DaaS, etc.). The research was carried out between
January and April 2013. In addition, interviews were held and information
was gathered through questionnaires from the directors of the 11 suppliers
analysed in order to obtain detailed information on their portfolios and value
Table 1: Assessment indicators
Aspect Indicator Sub-indicators
Capability Geographical presence Geographical coverage Spain
Existence of technical or support centres in Spain
Presence in LATAM, APAC, Europe and USA
Existence of Cloud DPCs in Spain, Europe and rest of world
Industry coverage Industry strategy
Cloud industry strategy
Channel strategy and alliances Sales
Commercial strategy Target
Cloud commercial strategy
Cloud commercial organisation
Deployment capabilities Own capabilities IaaS, PaaS, SaaS and other (BPaaS, DaaS,
Own cloud technical staff Spain, Europe and rest of world
Certifications in Spain
Solvency and viability Years of experience of the supplier in Spain
Annual revenue in Spain
Years of experience in the cloud market in Spain
Annual revenue from cloud computing in Spain and rest of
Product strategy Clarity of portfolio
References No. cloud customers in Spain
No. cloud customers in rest of world
No. new cloud customers in Spain in the last year
Coverage Type of contract Features of contracts for the provision of cloud services
(minimum time commitment, term, penalties, etc.)
Pay-per-use Terms and conditions of payment for cloud services based on
Service levels Cloud-specific SLAs
Self-provisioning Self-provisioning capabilities
Financing options Alternatives offered for the financing of cloud services
Transfer of assets Alternatives offered for the transfer of assets from the
customer to the supplier in cloud services procurement
Link with outsourcing Dependence of the procurement of cloud services on existing
IaaS, PaaS and SaaS portfolios,
Elements of the portfolio and their features
Deployment options Availability of services in public, private and community
This Penteo Universe focuses on ICT service providers with the capability to
offer IaaS, PaaS and SaaS service models and other variants (BPaaS, DaaS,
etc.) in an outsourcing environment in Spain, as well as the capability to
implement two or more of the existing deployment options (private,
community, public or hybrid). Based on these criteria, we analysed 11 leading
companies in the Spanish market which we believe have the strongest
presence and capability, and bearing in mind the aforementioned criteria for
inclusion in the study1.
As mentioned previously, the cloud computing market is in the process of
maturing and growing, and numerous suppliers with potentially attractive
offers are in the process of developing their capability to provide value-added
services to Spanish customers. Most of the suppliers analysed in the study are
positioned within the star quadrant. Even with this concentration of players,
there are clearly two inclusive groups:
1 Accenture, Capgemini and IECISA were selected for the analysis but declined
to provide information for the study.
Of particular note is T-Systems, followed by IBM and HP as the
suppliers with the highest ratings in the market.
Atos, CSC, Fujitsu, Indra, NTT and Telefónica fall into the second
category, having high capability but only for some of the service
models (IaaS, PaaS or SaaS). Of particular note are the results of NTT
and CSC in customer satisfaction. It was found that the results of
Everis need to be improved in terms of capability and coverage.
Penteo’s definition of ‘kites’ are emerging players which, while not analysed in
the Penteo Universe study, nevertheless have compelling value proposals
which deserve a mention. In this market, we identified the following players
which we believe can be categorised as ‘kites’:
Nexica is a supplier with more than 15 years’ experience in the Spanish
market. It provides cloud computing services out of its data centres in
Barcelona and Madrid and is experiencing annual growth of almost 10%.
Nexica employs over 70 people, most of whom are engaged in its core
business, which is cloud computing. Although primarily focused on IaaS/PaaS,
the Nexica Cloud and Cloud Expertise solutions also include SaaS solutions in
community, private and hybrid environments. Its specialisation in cloud
computing gives it the capability to provide quality services, particularly in
hybrid environments, to large businesses, without the need to have a large
Tecnocom is one of Spain’s five IT service providers specialised in the
development of solutions. It has a presence in Spain and a new presence in
Latin America. It has 5,800 employees, more than 600 of whom are engaged
in the provision of technical support for outsourcing services, including cloud
computing. Tecnocom is progressively entering the cloud computing market
with the aim of integrating its current capabilities and marketing private and
hybrid cloud computing services, as well as providing a tool to meet its
customers' demands for scalable infrastructures. Tecnocom sees cloud
computing as a development on the commercial and delivery model of its
software platforms and applications and its service offer in this area includes
automation tools to accompany customers in their migration towards cloud
Part of Verizon since 2011, the gigantic US telecommunications operator
Terremark has more than 20 years’ experience in the market. It is
headquartered in Miami and has more than 14 data centres worldwide.
Terremark had traditionally been regarded as an important player in hosting
and colocation services; however, since the Verizon acquisition, and with the
backing of the new company, it has its sights firmly set on the provision of
IaaS services. It has a DPC in Madrid from which it provides private cloud
services in addition to the more traditional colocation services. From its
Enterprise Cloud platform it also provides public and hybrid cloud services,
and its rapid vCloud™ Express cloud delivery service for small departmental
or prototyping environments deserves a special mention.
Atos came about after Atos Origin's acquisition of the IT division of Siemens in
2011. Since then it has grown considerably and is currently one of the largest
global suppliers in the European IT market. Atos has more than 5,400
employees in Spain, 100 of whom are engaged in the provision of cloud
services. Atos does not have cloud data centres in Spain, but provides services
out of its centres in the Netherlands, Germany, the UK and France. The
solutions are sold through the Atos Cloud Services division, which has 2,000
employees worldwide, and Canopy, a joint venture with over 500 employees
engaged in SaaS and PaaS. Atos has dedicated cloud staff in Spain, both for
sales and service delivery.
- Cloud computing is a key strategy for the company, both nationally
and worldwide. Atos has a strong and specialised sales force and
service delivery team worldwide.
- Possibility to procure cloud computing solutions, such as Canopy’s
SaaS, separately from outsourcing services.
- Comprehensive and detailed portfolio.
Aspects that could be improved
- Limited number of references in Spain.
- The cloud services currently provided are generally private clouds
hosted in the company’s DPCs, although there are no cloud computing
centres in Spain. Despite the fact that Atos has no cloud computing
centres in the country, it recently reached an agreement with other
suppliers for the joint operation of a supercomputing platform from
which Atos will deliver cloud services from Spain.
- The level of flexibility and variety in terms of self-provisioning, pay-
per-use and SLAs for the procurement of cloud services is lower than
those of its competitors.
CSC is an American IT provider which is present in 58 countries and has
96,000 employees. Although it has no cloud data centres in Spain, it does have
important centres in the European Union in the UK, Luxemburg, Denmark,
Germany and the Netherlands, and up to 13 other centres in the rest of the
world. The company has a dedicated cloud computing division, Cloud Services,
comprised both of sales and pre-sales staff. Together with big data and
cybersecurity, this is one of the divisions that the company has earmarked for
strategic growth. CSC has established strong alliances for the provision of
cloud technology, with the core platform being VCE Block, the result of an
alliance between Cisco, EMC, VMware and Intel. In the last year, the
company’s cloud computing division reported revenues of approximately 400
million dollars, double the previous year’s figure.
- High capability and experience in the delivery of cloud services
worldwide, particularly IaaS.
- A clearly defined and comprehensive cloud computing value proposal
with a detailed development roadmap and adequately equipped for
development in the global market. Cloud computing has been
earmarked for growth and specific resources have been allocated to
- Specific cloud delivery model (self-provisioning, SLAs and pay-per-
use) independent of the traditional outsourcing services model.
Aspects that could be improved
- Has allocated fewer specific resources for cloud services in Spain than
its competitors, both at the sales and service delivery level, although it
does have a team in Spain.
- Has no concrete cloud computing references in Spain, which is an
important aspect for the positioning of CSC as a leading cloud player
- Its SaaS offer is still limited, although the areas it does cover (e-mail,
telepresence and unified communications and business solutions such
as billing, legal and SRM) are very comprehensive and clearly defined.
Everis is a Spanish multinational company which is present in Spain, Italy,
Portugal, USA, Benelux, UK, Colombia, Argentina, Chile, Mexico, Brazil and
Peru. It has over 10,000 employees, more than 6,000 of whom work in Spain.
It does not have its own cloud computing centres and therefore delivers IaaS
services with the support of partners such as NTT, Terremark (now Verizon,
after being acquired by the latter in 2011) and Amazon. In the PaaS area, it has
full capability for the implementation of third-party solutions such as
Salesforce and Google. It has its own platform for the delivery of SaaS services
through the Everis-owned company Everilion. Everis has a differentiated
multi-sector offer for banking, insurance, utilities, the public sector and
telecommunications, and a cross-sector offer for SAP, technology and
The company has decided to use third parties for the delivery of services
instead of investing in its own data centres.
- High integration capability for third-party solutions.
- Everis has its own SaaS platform which is provided by one of the
companies in its group, Everilion.
- Extensive penetration and coverage of the Spanish market.
Aspects that could be improved
- Everis has stated that it does not plan to use cloud computing as a
separate part of its offer to secure new customers, but merely intends
to use it as yet another delivery tool. This may cause barriers to growth
in cloud services, as customers will not regard it as a leading supplier
in the area.
- The level of flexibility and self-provisioning of its IaaS service model is
lower than those of its competitors.
- Everis's offer of comprehensive solutions is more competitive than its
offers that focus exclusively on infrastructure.
HP is the world’s largest multinational IT company and provides a vast range
of products and services. It has over 350,000 employees, more than 500 of
whom hold high-level certifications and are engaged in the implementation of
cloud computing solutions; of these, 75 are currently employed in Spain. HP
has Centers of Excellence in the Philippines, China and Costa Rica. It is
present in all sectors of activity in almost every country in the world. Two
divisions of HP offer cloud computing products—Enterprise Services and
Enterprise Group. Its strategic focus is private cloud IaaS/PaaS—as a variant
of traditional ITO but supplemented with ITO/APPS services—and community
cloud IaaS/PaaS with management services. It has a DPC in Spain for the
delivery of cloud services and will add a second DPC in the third quarter of the
year. HP has support centres in Madrid, Barcelona, Zaragoza, Valencia,
Seville, Bilbao, León, La Coruña, Girona, Almería and Oviedo.
- HP is an extremely powerful supplier as it offers cloud services as part
of its outsourcing offer, thus achieving synergies and cost savings.
- HP has the financial and technological capacity to undertake
outsourcing projects that require complex transition and
transformation processes, including solutions in the areas of IaaS and
Aspects that could be improved
- Although it is improving, HP needs to demonstrate enhanced
capability in some service models and deployment options. It needs to
work on improving the positioning of its public/community platform
vis-à-vis its competitors and should complete the content of its SaaS
and BPaaS (business process as a service) portfolios.
- Even though it offers multiplatform services, customers note HP’s
preference for using HP products, and some companies are therefore
concerned about the possibility of vendor lock-in and the ability to
create hybrid clouds.
Operating in more than 170 countries, IBM is one of the world’s largest ICT
service providers. More than 65% of its revenues come from outside the USA.
It has a worldwide workforce of more than 400,000 employees (7,000 in
Spain). It has service and innovation centres in Madrid, Barcelona, Cáceres,
Zaragoza, Reus, Salamanca and Orense, among other locations. IBM has 17
centres devoted exclusively to cloud computing in different countries; 7 of
these are in Europe (Germany and France) and provide coverage to customers
worldwide. In addition, it has announced plans to open its first cloud
computing centre in Spain in 2013, which will also provide services to
customers worldwide. IBM offers an integrated cloud computing solution:
consulting, solutions for the implementation of private clouds, IaaS, PaaS,
SaaS and BPaaS (in private or community clouds). Its cloud computing
solutions are encompassed within IT services, although outsourcing services
may include cloud services in outsourcing deals. IBM is committed to leading
open standards in cloud computing and is a Platinum member of OpenStack’s
steering committee, as well as a founder of the Cloud Standards Customer
- IBM has enormous capability both technical and functional to cater to
the needs of most companies in all industries. It has an extensive and
comprehensive portfolio of cloud computing solutions.
- IBM has the experience, technology and methodology to allow
traditional environments to coexist alongside cloud environments,
whether public or private.
- IBM is the supplier that consumers most associate with IaaS; it ranks
second in SaaS solutions and is one of the top 3 in e-mail and
Aspects that could be improved
- Customers state that IBM’s response to specific customer requests
could be improved.
- The privacy surrounding its roadmap for cloud computing, which has
not been publicly communicated to the market, prevents its value
proposition from fully reaching potential customers.
Indra is a Spanish multinational ICT company with approximately 42,000
employees. It is present in over 128 countries and primarily targets emerging
markets. It has a very strong presence in Latin America, where it employs over
7,000 people, and has offices in almost every country in the region. Its strategy
in emerging markets such as Africa and the Middle East also deserves a special
mention. In Spain, it has cloud computing centres in Madrid and in
Barcelona’s 22@ district; and in Latin America in Argentina, Brazil, Colombia,
Mexico and Peru. Under the direction of the company’s in-cloud division,
cloud computing solutions are sold directly to customers, although it also has
sales agreements with major market players such as BMC, Cisco, Telefónica,
NEC and Microsoft. Indra’s portfolio focuses heavily on the provision of
vertical solutions with SaaS and PaaS. It currently offers more than 35 vertical
solutions to government agencies, energy, industry, customer management
and financial processes, among other industries, and has its own development
platform known as G. Its community IaaS proposal, Flex-IT, provides
packaged cloud computing solutions in the areas of infrastructure, network
architecture, desktop as a service, backup and storage.
- Strong presence in the Latin American market, where it has its own
cloud computing centres for the provision of services in countries in
- Important alliances and agreements with upscale technology partners,
both for the delivery and sale of cloud services.
- Vertical SaaS offer with numerous solutions to meet specific needs in
different industries and to cater for specific management processes in
- Full proprietary PaaS offer.
Aspects that could be improved
- Indra’s commercial strategy for cloud services is still strongly linked to
the outsourcing strategy. It is generally through outsourcing
operations that attention is attracted to the cloud. The commercial
strategy should be strengthened by focusing exclusively on cloud
- The level of flexibility and self-provisioning of the IaaS service model
is lower than those of its competitors. Furthermore, procurement
conditions in operations where IaaS solutions are not linked to the
procurement of SaaS or PaaS could be more competitive.
Fujitsu Spain is the Spanish subsidiary of the Japanese multinational IT
service provider Fujitsu Limited. Fujitsu offers products and services in all ICT
areas in more than 70 countries. It has a workforce of 173,000 employees
(1,800 in Spain), of whom 150 are engaged in cloud services. It has service,
management and excellence centres in Madrid, Barcelona, Valencia, Seville,
Málaga, Bilbao, Zaragoza, Santa Cruz de Tenerife and Las Palmas de Gran
Canaria. Fujitsu has a portfolio of cloud computing solutions for everyone in
the business market, and provides services that can be tailored for both SMEs
and large corporations. It regards cloud computing as a capability that cross-
cuts its entire service offer. Fujitsu has 6 Global Cloud Centres in Europe, Asia
and the Americas that cover IaaS, PaaS and SaaS. It also has more than 100
service management centres worldwide to supplement its global cloud services
with local solutions that cater to specific needs. Fujitsu has a local IaaS service
specifically for Spain.
- Fujitsu has strong links with technology, a commitment to innovation
and a solid offer for the management of cloud services, making it a
major player in technologically complex operations.
- It has a SaaS application portal with more than 80 business solutions,
making it one of the most comprehensive offers on the market in this
- Customers rate Fujitsu very highly in terms of flexibility and its ability
to adapt itself in order to cater to different business needs.
Aspects that could be improved
- Fujitsu needs to allocate specific resources to cloud computing in
order to improve customer satisfaction with these types of services.
- Despite its extensive offer in SaaS services (with more than 80
applications), customers do not identify Fujitsu as a cloud services
provider in the area of SaaS; it should therefore review its strategy in
order to strengthen its presence in the market.
NTT Communications Corporation was founded in 1999 as a wholly-owned
subsidiary of NTT, one of the world's largest telecommunications operators.
With operations in 31 countries, it has a strong presence in APAC and Europe
and has 16,500 employees worldwide. Cloud is NTT’s core business
worldwide. In Spain, it has offices and its own cloud data centres in Madrid
and Barcelona. It has a comprehensive and varied offer, primarily in IaaS, in
public, private and community deployment models. It has 80 employees
engaged exclusively in these types of services in Spain, more than 200 in
Europe, and has 100 references. Cloud computing solutions, particularly in
IaaS, currently account for 35% of NTT's revenues in Europe.
- High capability and experience in the delivery of cloud services in IaaS
locally and globally. More than 200 data centres worldwide (20 in
- Company strategy revolves around cloud computing, and specific
resources have been earmarked for the development of the division in
Spain and Europe.
- Advanced delivery model, with services based on elements such as
self-provisioning, pay-per-use and very flexible SLAs.
- Customers highly satisfied with the quality of the service received.
Aspects that could be improved
- A limited SaaS offer in terms of the number and variety of solutions.
- Limited capacity to provide its own integration and consulting
services, as it generally requires the support of third parties.
- Customers still see NTT as a global telecommunications services
provider. It should improve its communications activities in order to
build a reputation for itself as a leading supplier of infrastructure
services, and cloud computing.
Telefónica is one of Spain’s largest companies. It has been operating in the
country for 89 years and offering cloud computing services since 2007. It has
approximately 35,000 employees, 650 of whom are engaged exclusively in
outsourcing, including cloud computing. It is present and provides services in
every region of Spain, and Telefónica Grandes Clientes caters to the needs of
its big customers in 29 countries in Europe and 14 countries in the Americas
through own operations and third-party alliances. It has 6 DPCs in Spain, all
fully equipped to deliver cloud services (Alcalá de Henares, Julián Camarillo,
Tres Cantos, Terrassa, La Rioja and the Canary Islands), and 3 in Europe (UK,
Czech Republic and Germany). Its plan for cloud computing is to better cater
to the needs of its customers by integrating proprietary and partner solutions
in hybrid environments. Its portfolio is focused on private IaaS clouds using
the ‘Virtual Data Center’ solution, an IaaS solution for business environments,
integrated with business communications and business solutions; public
clouds with ‘instant servers’, an IaaS solution with self-provisioning of servers
and storage with the focus on high performance; and Aplicateca, a service for
the marketing of SaaS applications.
- Telefónica Grandes Clientes (Telefónica) is a large corporation with a
national and international presence and a very sound economic and
- The decision taken some years ago to focus on cloud computing is
beginning to bear fruit, especially in the area of infrastructures, and
Telefónica is becoming a major player in the Spanish market.
Aspects that could be improved
- Telefónica does not have sufficient internal capability for some of its
services and its portfolio is incomplete, especially in the areas of PaaS
- While it is making a major effort in this area and is undergoing rapid
change, the company is still focused on telecommunications and
technology-based IT services, and not on the business and
management of processes.
T-Systems, Deutsche Telekom’s subsidiary for large companies, is one of the
leading ICT solution providers in Europe. It has more than 47,000 employees,
3,900 in Spain, of whom 300 are engaged in the implementation and delivery
of cloud computing services. It is present in Madrid, Barcelona, Bilbao,
Valencia and Seville, in addition to other locations. T-Systems operates in all
sectors of activity, with a strong focus on the public sector, healthcare,
insurance, finance, retail, telecommunications and the automotive industry.
Its overall portfolio is based on five core beliefs: security/governance, mobile
enterprise, collaboration, sustainability/corporate responsibility and dynamic
Net-centric solutions, with the latter linked directly to cloud computing
solutions. It has 2 cloud DPCs in Madrid, 1 in Ávila, 3 in Barcelona and a
fourth, currently under construction, which will be devoted exclusively to
cloud computing, and 90 cloud DPCs worldwide, several of which are in
Europe, mainly in Germany. Its portfolio has evolved since 2004 and it
currently offers a full range of cloud computing services (IaaS/PaaS/SaaS)
under private and community deployment models.
- T-Systems is one of Spain’s largest ICT providers. Backed with the
strength and capability of its German parent company, it is capable of
undertaking integrated projects that include cloud computing
solutions of different types and scope, both locally and internationally.
- It has a comprehensive cloud computing offer: portfolio of solutions
based on sound methodologies and high availability of specialised
human and technical resources for cloud computing.
- Because of the company’s economic strength and financial muscle, it is
in a position to offer its customers more favourable conditions than
other competitors for complex outsourcing operations involving cloud
Aspects that could be improved
- Customers generally see T-Systems as an infrastructure provider; the
company should therefore reconsider its positioning in other areas if it
is to change these perceptions.
- T-Systems’ penetration of the Spanish market is still concentrated in
Catalonia. Bearing in mind the action it has already taken to readdress
this, we expect to see increased activity in other regions of Spain,
preferably in Madrid.
The information contained in this document is the exclusive property of Penteo. Partial or total reproduction
without express consent is prohibited. The information contained in this publication was obtained from sources
believed to be reliable. Penteo disclaims all responsibility for the inaccuracy, incompleteness or inadequacy of
information, as well as for any errors, omissions or inadequacies in the data. This publication contains the opinions
of Penteo which are not indisputable facts. Penteo reserves the right to change the content without prior notice.
- T-Systems should complete its SaaS portfolio with a number of key