Data centre wholesale strategies
Wholesale data centre providers are enjoying strong demand for their services. They provide the physical environment for a wide range of virtual (or cloud) services including content creation and distribution, massively multi-player online games, internal IT processes and other latency-sensitive services that have geographically disparate users. This market continues to grow despite the current economic downturn. That dynamic will drive increased competition and consolidation.
EXECUTIVE SUMMARY
IN A NUTSHELL
OVUM VIEW
KEY MESSAGES
DATA CENTRES HAVE EVOLVED FROM REAL ESTATE TO OFFER MANAGED IT AND TELECOMS SERVICES
MOST DATA CENTRES ARE WHOLESALERS EVEN THOUGH THEY CONSIDER THEMSELVES RETAILERS
DATA CENTRE PROVIDERS NEED TO DEVELOP STRATEGIES, SERVICES AND MARKETING MESSAGES FOR EACH TARGET CUSTOMER SEGMENT
ECONOMIC FLUCTUATIONS CAN POSITIVELY INFLUENCE BUSINESS GROWTH
SIS CAN REPRESENT AS MUCH AS 15% OF A DATA CENTRE’S REVENUES
SURVIVAL OF THE FITTEST
DIFFERENTIATION DYNAMICS
DATA CENTRE OVERVIEW
HOSTING ‘THE CLOUD’
WHOLESALE DATA CENTRE STRATEGIES
RESEARCH METHODOLOGY
DEFINING WHOLESALE OPPORTUNITIES
BASIC CO-LOCATION DATA CENTRES
REAL-ESTATE DATA CENTRES
VALUE-ADDED DATA CENTRES
TARGET CUSTOMERS
SEGMENT-SPECIFIC SERVICE STRATEGIES
CARRIERS
CONTENT CREATORS AND DISTRIBUTORS
ENTERPRISES
MMOGS
SYSTEMS INTEGRATORS
SERVICE OFFERS AND BUNDLES
BUILDING ON CORE SKILLS
GENERAL PRICING TRENDS
UTILITY PRICING CAN OFFER FLEXIBILITY
PARTNERS HELP BUILD COMPLEMENTARY CAPABILITIES
LOCATION DYNAMICS
INCENTIVES FOR LOCATION
BARRIERS TO ENTRY
BUYING A WAY INTO THE MARKET
COMPETITIVE ENVIRONMENT
BLURRING COMPETITIVE BOUNDARIES
COMPETITIVE TRENDS AND PRESSURES
IT AND SOFTWARE-AS-A-SERVICE INTRODUCE NEW COMPETITORS
DIFFERENTIATORS
GREEN IT AS A DIFFERENTIATOR
SERVICES ON DEMAND
GLOBALISED RESOURCES
OTHER DIFFERENTIATORS
REGULATORY ISSUES
ECONOMIC FACTORS
CREDIT CRUNCH COULD CATALYSE GROWTH
FUTURE OUTLOOK
CONSOLIDATION TO PEAK DURING 2010–11
IN A NUTSHELL
OVUM VIEW
KEY MESSAGES
DATA CENTRES HAVE EVOLVED FROM REAL ESTATE TO OFFER MANAGED IT AND TELECOMS SERVICES
MOST DATA CENTRES ARE WHOLESALERS EVEN THOUGH THEY CONSIDER THEMSELVES RETAILERS
DATA CENTRE PROVIDERS NEED TO DEVELOP STRATEGIES, SERVICES AND MARKETING MESSAGES FOR EACH TARGET CUSTOMER SEGMENT
ECONOMIC FLUCTUATIONS CAN POSITIVELY INFLUENCE BUSINESS GROWTH
SIS CAN REPRESENT AS MUCH AS 15% OF A DATA CENTRE’S REVENUES
SURVIVAL OF THE FITTEST
DIFFERENTIATION DYNAMICS
DATA CENTRE OVERVIEW
HOSTING ‘THE CLOUD’
WHOLESALE DATA CENTRE STRATEGIES
RESEARCH METHODOLOGY
DEFINING WHOLESALE OPPORTUNITIES
BASIC CO-LOCATION DATA CENTRES
REAL-ESTATE DATA CENTRES
VALUE-ADDED DATA CENTRES
TARGET CUSTOMERS
SEGMENT-SPECIFIC SERVICE STRATEGIES
CARRIERS
CONTENT CREATORS AND DISTRIBUTORS
ENTERPRISES
MMOGS
SYSTEMS INTEGRATORS
SERVICE OFFERS AND BUNDLES
BUILDING ON CORE SKILLS
GENERAL PRICING TRENDS
UTILITY PRICING CAN OFFER FLEXIBILITY
PARTNERS HELP BUILD COMPLEMENTARY CAPABILITIES
LOCATION DYNAMICS
INCENTIVES FOR LOCATION
BARRIERS TO ENTRY
BUYING A WAY INTO THE MARKET
COMPETITIVE ENVIRONMENT
BLURRING COMPETITIVE BOUNDARIES
COMPETITIVE TRENDS AND PRESSURES
IT AND SOFTWARE-AS-A-SERVICE INTRODUCE NEW COMPETITORS
DIFFERENTIATORS
GREEN IT AS A DIFFERENTIATOR
SERVICES ON DEMAND
GLOBALISED RESOURCES
OTHER DIFFERENTIATORS
REGULATORY ISSUES
ECONOMIC FACTORS
CREDIT CRUNCH COULD CATALYSE GROWTH
FUTURE OUTLOOK
CONSOLIDATION TO PEAK DURING 2010–11
LIST OF TABLES
Table 1: Interviewed data centre companies
Table 1: Interviewed data centre companies
LIST OF FIGURES
Figure 1: Data centres, services and customers
Figure 1: Data centres, services and customers
