BCG-微软MSFT_O365_GTM_fact deck_final-20130415.pptx

1、O365 Onshore Gallatin GTM Plan Fact Base March 21,2013 20130321_MSFT_O365_GTM_fact deck_final.pptx 1 Draftfor discussion only Copyright 2013 by The Boston Consulting Group,Inc.All rights reserved.Research scope 5 weeks efforts of building up fact base for Gallatin GTM Market Leverage industry report

2、s and 3rd party data sources Microsoft MPF database,IDC,Forrester,China Statistical Yearbook Company websites and annual reports Competitors 25 in-depth expert interviews with competitors,channel partners and industry experts Secondary data sources Company websites,annual reports,analyst reports EPG

3、/CA 17 in-depth interviews by 7 industry verticals 8 interviews by BCG contacts 9 interviews with lighthouse wins SMB In-depth interviews and focus groups 38 in-depth interviews 5 focus groups,each with 6 participants 25 follow-ups for customer testing Edu/Gov In-depth interviews Gov:5 in-depth inte

4、rviews Edu:10 in-depth interviews with customers and lighthouse wins Customers 20130321_MSFT_O365_GTM_fact deck_final.pptx 2 Draftfor discussion only Copyright 2013 by The Boston Consulting Group,Inc.All rights reserved.Agenda Market overview Competitive landscapes and benchmark Competitors channel

5、structures and incentives Customer insights EPG/CA Customer insights-SMB Customer insights-Education Customer insights-Government 20130321_MSFT_O365_GTM_fact deck_final.pptx 3 Draftfor discussion only Copyright 2013 by The Boston Consulting Group,Inc.All rights reserved.IDC forecast productivity Saa

6、S to be a US$0.5bn market in 2016 Data Platform Project Dev Tools ERP CRM Apps Identity&security Collaboration2 Communication Apps 2016 1,570 Productivity apps+email services1 2,000 1,500 1,000 500 0+30%System Management and others3 502 16 45 150 191 201 64 64 149 187 2015 1,285 412 13 40 111 164 53

7、 53 131 146 163 2014 1,007 332 11 33 69 110 129 41 93 29 74 113 2012 74 18 18 196 6 16 30 546 52 42 29 97 77 46 23 8 255 752 2013 139 101 41 Addressable SaaS market by workloads(US$Mn)1.Include email,office suites,and other productivity apps/functions 2.Include team collaboration and social platform

8、 3.Others include supply chain management apps,product life cycle management apps,and other customized process management apps Source:MSFT MPF database,Gartner,BCG analysis 29%30%49%38%28%37%37%19%27%CAGR(12-16)Represent 30%of the market in 13 37%20130321_MSFT_O365_GTM_fact deck_final.pptx 4 Draftfo

9、r discussion only Copyright 2013 by The Boston Consulting Group,Inc.All rights reserved.Reference:productivity software mkt.is US$2Bn in 2015 6,000 4,000 2,000 0+12%Rest of Market1 Project Dev Tools CRM Apps System Management/Virt Data Platform ERP Communication Apps Collaboration Email Servers Iden

10、tity&Security Productivity Apps 2016 8,448 2015 7,513 Addressable IT software market by software workload(US$Mn)6,680 2013 5,962 2012 2014 2011 4,790 10,000 8,000 5,346 1.Rest of market include operating system,storage software,and customized software for manufacturing and operations Source:Gartner,

11、MSFT MPF database 16%10%19%CAGR(12-16)15%12%12%17%21%11%12%12%8%Represent 19%of the market in 13 20130321_MSFT_O365_GTM_fact deck_final.pptx 5 Draftfor discussion only Copyright 2013 by The Boston Consulting Group,Inc.All rights reserved.Assumed conversion rate Reference:converting 10%Office piracy

12、market translates into a$350Mn prize in China High piracy rate in Office software with approx.58Mn pirated copies in the market Potential achieve USD 350Mn by converting 10%of the pirated market at USD5/mth Office penetration rate EPG/CA2 SMB3 84%85%PCIB1 28Mn 37Mn 1.PCIB data for FY2012 2.250 and a

13、bove PCIB for EPG/CA 3.5-249 PCIB for SMB 4.MSFT and expert interviews Source:PCMIT,BCG interviews,BCG analysis Piracy rate 50%4 90%4 Piracy copies in the market 14Mn 33Mn 58Mn pirated copies in the market 600 USD Mn 210 US$6/month US$5/month 351 421 US$3/month 0 200 400 O365 monthly fee 5%10%20%Pot

14、ential annual revenue of O365 20130321_MSFT_O365_GTM_fact deck_final.pptx 6 Draftfor discussion only Copyright 2013 by The Boston Consulting Group,Inc.All rights reserved.Reference:workforce productivity improvement can be a US$800Mn mkt.Increasing focus by companies in China,present an opportunity

15、for O365 Large upside for productivity improvement in China Labor productivity in China(USD 12k)Productivity increase per worker(Assume 1%)Potential value creation opportunity USD 79 Bn x x PCIB in SME and EPG/CA3 in 2012(64 Mn)30%of total workforce2 in China(79 Mn)China is still far behind in labor

16、 productivity when compared to other developed countries 60 40 0 2011 labor productivity(USD k)China 120 12 India1 100 80 Korea Russia 39 Japan 69 56 USA 103 15 3rd 20th 23rd 46th 82th n/a2 We are willing to spend on IT solutions if we can show clear improvement on our daily productivity.-Mr.Li,IT Manager New World China Limited If MSFT can capture 10%of this market,it will translate into 800mn for MSFT 1.data for India was collected but not ranked by OECD and World Bank 2.Exclude those working