Company Competitive Landscapes

Part
01
of twenty-four
Part
01

ILand (1)

iLand is a private for-profit company that provides IT services. Its services include disaster recovery, infrastructure as a service (Iaas), as well as backup as a service (BaaS) to companies in healthcare, financial, SaaS, legal and other industries.

Details of iLand

  • iLand is a private for-profit company that provides IT services. Its services include disaster recovery (DRaaS), infrastructure as a service (Iaas), as well as backup as a service (BaaS) to companies in healthcare, financial, SaaS, legal and other industries. Its clients are based worldwide.
  • iLand has its headquarters in Texas and operations in the UK, Australia, Asia, Europe, and North America. The company took best-in-class technology and added to its security tools and unique innovations thus providing the user with visibility and control over their cloud resources.
  • Its services include secure CloudSM, DRaaSSM, private CloudSSM, Backup SSM and cloud management. iLand's data centers are located at over 500 carriers worldwide. Its customers usually require exceptional disaster recovery support, and local presence, as a result, iLand provides backup at all its facilities.
  • iLand has inbuilt its services with VMWare as well as Cisco technology. Its cloud console service allows users to view detailed performance and billing information, manage their storage and compute them as well, view the VMs, set customized alerts and access compliance and security reporting.
  • iLand's last reported annual revenue is $29.98 million.
  • It is estimated that 190 persons are employed to the company all of whom can be contacted on the company's LinkedIn page. Approximately 56 of the staff are in sales, 45 are in the engineering department, 27 in IT, 16 are in marketing, 13 in business development, 9 are in accounting, 7 are in finance, product management, and arts and design, 5 are in operations, support and program and project management, 3 in legal and media and communications.
  • Their main product offerings include secure cloud, Autopilot Managed Recovery, secure DRaaS, and secure cloud backup.
  • Some of their key business partners are VMware, Cisco, and Veeam.

Research Strategy

The research team only found the estimated revenue for iLand and not the actual reported revenue. iLand is a private company and is therefore not obligated to report its financial statements to the public. Therefore, this could be a possible reason for the unavailability of the actual revenue for the company. We know from research that the company has customers on six continents, however, it was not disclosed how many. In search of this information, we checked the news, articles from industry experts such as Gartner, as well as databases such as Craft, Hoovers, Bloomberg, and Crunchbase and we expanded our search beyond the usual 2 years.

In the news, we found press releases and other articles on the company published in RealWire, Business Insider and Data Diversity, however, none included information on the number of customers. We did find information about iLand's services and their global reach. We thought the news would be highly likely to have information on the number of customers for two reasons. Sometimes, media companies conduct exclusive interviews with C-level personnel where that sort of information would be disclosed. Secondly, we believe that companies sometimes release this information to the news companies in order to communicate the growth of the company to its investors or stakeholders.

In terms of the reports from industry experts, we found that Gartner has awarded iLand the Magic Quadrant for Service Recovery, however, there is no mention of the number of customers the company has. Business wire mentioned that iLand was awarded the cloud service provider for 2019, however, it does not mention the number of customers. We assumed this information would have been available to these companies since in recent days, they have awarded iLand for their work, therefore, it was assumed that information pertaining to customers would have been provided to these companies to help them in their decision to make such awards.

Finally, we checked databases such as Crunchbase, Hoovers and Craft but there was no mention of the number of paying customers. These databases provided information on what the company does, its revenue, recent news, its competitors as well as other useful business-related information. We assumed the information would be available on these databases since in some instances, this is the information one can find on these websites for other companies.
Part
02
of twenty-four
Part
02

ILand (2)

Over the past two years, iland has not announced any change in leadership; neither has it announced any new executives. The company has expanded its footprint from four continents to six continents. It has also upgraded current solutions like the iland Catalyst. It distributes its solutions through channel partners in North America, South America, Asia, Europe, Australia and Africa.

Business/Strategy Actions

  • In 2017, iland teamed up with Veeam so that its customers in the US and Canada could expand their disaster recovery and backup operations to the cloud.
  • iland expanded its operations to Australia in September 2017. The company released its Secure Cloud Services from a new data center in Sydney, Australia. It claims that over 30% of Australian companies are now using the cloud.
  • In April 2019, iland partnered with KPN to offer its DRaaS solutions to its Dutch market.
  • In August 2019, iland expanded its global channels sales program. The company expanded the program's infrastructure across a complex hybrid cloud environment. This expansion was done to "address substantial partner growth and customer demand for its secure cloud backup, infrastructure and disaster recovery solutions in North America, South America, Asia, Europe, Australia and Africa." In the same month, the company announced that it was launching a new data center in Canada. This brings its data centers to ten.

Value Proposition

  • iland has won several awards for its compliant cloud services. In February 2019, it was named the ‘Best Cloud Hosting Provider’ by the Cloud Awards Program. This award celebrated its strategic approach to security and scalability. As a result, its customers fully trust its cloud solutions.
  • Industry analysts have mentioned that iland is a leader in disaster recovery. Trusted firms like Gartner have named the company a leader in its industry.
  • In May 2018, iland's Secure DRaaS solution was named the Business Continuity Solution of the Year.
  • iland offers exceptional customer service as mentioned by current and previous customers.

Distribution Channels & How it Works with Customers

  • iland distributes its services with the help of channel partners. Zerto and Veean are some of its channel partners. A lot of its channel partners are approved partners in Salesforce.
  • iland uses the Magentrix Partner Portal for Salesforce as its main partner platform. This allows channel partners to self register, login to a secure portal, and consume content in any way they prefer.
  • In August 2017, iland expanded its channel sales program in North America, Australia, South America, Africa, Europe, and Asia. The company also implements a partner portal to trail, manage, and certify its regional partners in North America. This allows for an easy distribution process.
  • iland offers its customers/clients cloud services, including secure hosting for disaster recovery, infrastructure, and backup as a service.
  • iland uses Salesforce as its main system of management for direct customers. The company provides cost effective and reliable solutions that its customers can depend on. It ensures that it builds trust with its customers. Its portals offer full visibility and transparency.
  • iland trains its customers on how to use its solutions. As described by current customers, the company "bears the responsibility for keeping up with the latest changes in hardware and software, which are increasingly complex."

Customer Segment

  • iland caters to small, mid-size, and enterprise organizations in North America, Asia, Africa, South America, Europe, and Australia.
  • The company targets healthcare, SaaS (software as a service), and governmental organizations. However, companies in a lot of industries use its solutions. Some of its current clients include Omninet, piab, CITIZEN, Welch's, Hewlett Packard Enterprise, and Leica Geosystems.
  • iland has data centers in several countries, including the US and Singapore. The company uses these data centers to deliver quality enterprise cloud solutions that have been proven to help companies in several industries do business more effectively.

Key Innovations

  • In August 2017, iland announced that it implemented new upgrades to its cloud assessment tool called iland Catalyst. The new features allow for a seamless experience for companies using VMware.
  • The company launched a cloud-based solution called LabEngine in 2017. This solution allows its customers to "rapidly deploy and scale cloud-based environments for training, demos, and sales enablement."
  • The company recently released a new API, and new development kits for Golang, Python, and Java. These kits will offer more flexibility for managed service providers and IT operations.
  • iland's staple is its state-of-the-art backup options. In June 2019, the company released a new Autopilot Managed Recovery for Disaster Recovery as a Service (DRaaS). The addition to its DRaaS services is a "fully managed business continuity solution, integrated with Zerto and Veeam, that is designed to accelerate application recovery in the event of significant downtime or data loss."
Part
03
of twenty-four
Part
03

ILand (3)

iland has a wide range of clients that are mostly smaller businesses and corporations that offer professional services. They are estimated to spend $2.4 million on IT this year. Although we were unable to locate information pertaining to their cost structure and an exact breakdown of their revenue stream, we were able to provide insights.

Company Cost Structure

  • It is estimated that iland will spend $2.4 million on IT this year.

Clients

City of Geneso, Illinois

  • This month, iland closed a deal to be a provider for the city of Geneso, IL after they had a critical outage of services for the city. A search of the city council minutes, local news, and the city website provided very little information. The director of IT did say they chose iland because their cost and reliability was affordable and predictable.
iland's clients are as follows:

IT/Technology

  • Hewlett Packard Enterprise
  • Cherwell
  • Quikteks
  • CSN Groep
  • Omninet

Education

  • Eton College

Transportation

  • BBA Aviation

Infrastructure

  • Navigator Gas
  • Inland Power

CPG/Retail

  • Welch's
  • Citizen
  • Fyffes

Finance

  • St. James Investment Company
  • Muhlenkamp & Company Inc- Investment Management

Entertainment

  • New York City Ballet
  • Monterey Bay Aquarium

Science

  • Oceanscan

Professional Services

  • American Board of Urology
  • Vermont Law Services
  • Leica Geosystems
  • Media Services Group
  • Rentokil Pest Control
  • GBE Converge — Life Safety & Security Services
  • Khatib & Alami Urban & Regional Planning
  • Lloyd
  • Mengali Accountancy
  • Piab Vacuum Solutions
  • Bluestone Creative
  • P&R Dental Strategies
  • Graubard Miller Law Group
  • EXP Engineering
  • L&Q Housing Development

Restaurants

  • JAE Restaurant Group

Target Industries

  • An analyzation of their customer list would indicate they target multiple industries that could benefit from their services. The majority of their clients are smaller companies that provide professional services in a multitude of areas.

Revenue Streams

  • Iland's revenue is shared amongst iland Secure Cloud, iland Secure DRaaS with Zerto, iland secure DraaS with Veeam, iland Secure Cloud Backup, and iland Sercure Private Cloud. They are a private company and do not share their annual reports, therefore a breakdown could not be obtained.
  • They have an estimated $19 million in revenue annually.
  • The Australian expansion, a little over a year ago, has been successful. They have signed over 30 partners/clients.
  • iland is using a partner network of resellers and expanding their global sales channels programs to grow their client base and have doubled their annual channel revenue. They have added a partner portal for training, certification, and sales management.
  • Recently, they have also added a new Canadian Data Center and updated their Catalyst Cloud Assessment tool.

Research Strategy

iland is a private company, therefore they do not have to publicly share their annual reports. In an attempt to find anything related to performance and revenue, we looked to their website to see if there was any investor information shared. Unfortunately, they do not share any information pertaining to performance or revenue on their website. Since they are private, we were unable to access financial information that would have shed light on their revenue streams.

In an effort to locate information on their pricing model and deals closed, we went to review websites, as this usually provides insights from customers that gives pricing information. We checked Trust Pilot, Capterra,G2, Reapon, SaaS Genius, Trust Radius, and IT Central. They have not been reviewed by a single customer on any website, which is very unusual.

We then checked their Facebook, Twitter, and LinkedIn for any customer or client information. Our thought was that clients will often add reviews or comments to their social media hoping for a response. There were no reviews on Facebook. Using hashtags, we attempted to locate information on complaints or anything that might give us some insight to their pricing structure, but there were no comments that gave any insight.

With the lack of an annual report or any reviews, we then located press releases that might lead us in the right direction. After checking PR Newswire, Yahoo Finance, Gartner, Tech Radar, CNet, Clutch, and PC Magazine, we still had very little usable information, but have provided what we did locate above.

Our best lead was finding the new contract with the City of Geneso. Our thought was that a contract would most likely have been ratified by the city council. A search of their minutes for the last year did not provide any details to the pricing structure.
Part
04
of twenty-four
Part
04

ILand (4)

iLand recently announced the addition of another data storage facility and upgrade of communication channels. Both of these events, will contribute to the competitive advantage iLands currently holds in the market. A range of online and offline marketing strategies are used by iLands to promote its product.s and services.

Key Competitive Advantages

  • iLand will soon open a new data center in Canada, to meet the increasing customer demand. This will be their tenth center. The company has a truly global presence, with data centers located in Los Angeles, Dallas, Washington, D.C., London, Manchester, Amsterdam, Singapore, Melbourne, and Sydney. iLand is also opening a new cloud channel and portal.
  • Data Recovery as a Service (DRaaS), Infrastructure as a service (IaaS), and Backup as a Service (BaaS), will be hosted on iLands secure cloud platform, at the new data center. The Canadian data center will provide opportunities for partners in North America. It includes, a complimentary cloud analysis tool for clients planning and managing workloads. The new channel will provide access to the partner portal for training, sales management, and certification.
  • Customers, across six continents, are served by iLands global network. A number of their customers are moving services to the cloud or using the complex cloud environment to expand their services.
  • The portal is a small part of a larger strategy from iLand. They hope that the new center portal, and closer relationships with clients, will create a competitive advantage for them. A new complimentary Catalyst Cloud Assessment will be released at the same time, making the transition to the cloud as easy as possible.
  • By offering enhanced partner programs, expanded channel sales, and increased cloud capacity, iLand has transitioned from the medium business market to the enterprise business market, with relative ease. The seamless transition into the enterprise company space, accompanied by the expansion of their data storage facilities, has seen them set their competitive advantage in concrete.
  • The award-winning secure cloud concept iLand developed, and delivers, distinguishes the company and its services, from competitors. iLand has been elevated by industry analysts, to the position of "leader in "data recovery."

General Marketing Strategy

iLand has a comprehensive marketing strategy. It adopts both online and offline elements. A comprehensive portfolio of their recent marketing has been provided online by one of the Art Directors and Digital Marketers.

Offline Marketing Strategy

  • iLand has invested in a range of illustrations that are specific to its products. These illustrations are unique to the company and are used in both online and offline marketing. The color palette for the images is consistent and recognizable as belonging to iLand, creating brand familiarity among consumers.
  • A range of posters and A4 size handouts have been developed for offline advertising. The information contained in them is limited. A consistent color palette is used. These posters are used at trade events and on other occasions, when the company is "on show." Their purpose is not to impart information. They create brand awareness and familiarity among potential consumers.
  • Trade Shows are a key component of iLands offline marketing strategy. By attending these shows, the company is presented with a range of opportunities to network and develop relationships within the industry. Trade Shows are a good opportunity to market products to an interested audience.
  • Print ads and pop-up banners are used to promote both the company, in general, and specific products and services. The same color palette is used throughout, creating brand recognition and familiarity.

Online Marketing Strategy

  • The cornerstone of iLands online marketing is the company website, which provides detailed information about the company, its products and services, and key people working there. The website is comprehensive and serves as the first port of call for prospective clients.
  • Using the same familiar colors, a range of informative product videos, have been developed. These videos are used to impart information about specific products and services. The videos have been used as part of the online marketing. They have been posted on various social media sites. YouTube also displays these videos. They are also available on the company's website.
  • A range of web ads have been created for direct online advertising. The web advertising contains more detail, than iLands other advertising. It gives specific details and provides the viewer with pop up buttons, should they require further information.
  • Instagram, Facebook, and Twitter are used to promote products and services, recognize achievements, announce developments and events, and to engage with the public. This approach has a very limited impact, given the weak followings iLand has. They have only 1,388 followers on Twitter and 160 followers on Instagram.
  • Regular press releases detailing the company's achievements, milestones, and other developments are released through online channels and social media accounts. This tactic keeps the company name in the minds of the consumer and creates awareness around the brand. The positive announcements and achievements also reinforce in the consumer's mind, iLand's position as a market leader.

Research Strategy

We initially reviewed the website of iLand, to familiarize ourselves with the company, and its products. We then searched a range of industry publications, media articles, press releases, and marketing information to determine their competitive advantage and marketing strategy. Two of the newspaper articles we located, spoke directly about their competitive advantage and position in the market. There was little written about their marketing strategy. We did manage to find a creative portfolio, which detailed all of iLands advertising. To overcome the lack of information, we reviewed the social media accounts of the company. Often this provides some insights into marketing. While the company had posted items to the accounts., the accounts had few people following and engaging with them.

Part
05
of twenty-four
Part
05

ILand SWOT

iLand has been recognized by Gartner as a leader in "Magic Quadrant for Disaster Recovery as a Service" in 2016, 2017, 2018, and 2019. However, a weak social media presence and a low market share in the web hosting industry are some perceived weaknesses of the company.

Strengths

  • iLand has an estimated revenue of between $26.8 million to $30 million.
  • With over 20 years of experience in providing cloud service solutions, iLand serves customers in the Americas, Asia, Europe, and Australia.
  • The company has about 198 employees. Its employee count rose by 30% from 2018 which signifies the company's growth.
  • iLand is a major player in the global Disaster Recovery as a Service (DRaaS) market.
  • Being recognized by Gartner as a leader in "Magic Quadrant for Disaster Recovery as a Service" for four consecutive years (2016,2017, 2018, and 2019) shows the strength of iLand in the DRaaS market.
  • iLand has an overall employee rating of 4.1/5 on Glassdoor which shows the company's good employee experience and overall job satisfaction.

Weaknesses

  • Since its founding in 1995, iLand has not had received any funding from investors to grow its business. This is evident with the company having less than 0.01% share of the global web hosting market.
  • iLand's estimated annual revenue has remained steady ($30 million) over the last three quarters (quarters 2, 3, and 4) after two consecutive quarters decline from the fourth quarter of 2018 ($49.8 million) and the first quarter of 2019 ($37.5 million).
  • The company has a weak social media customer base with 3,437 followers on Twitter, 685 followers on Facebook, and 379 subscribers on YouTube.

Opportunities

  • The global DRaaS market projected to grow at a strong CAGR of 36.67% up to 2027. The growth will be driven by the rising adoption of cloud computing, constant cyber threat, and digitization. As a major player in the market, opportunity abounds for iLand to boost its share in the market and grow its revenue.
  • As a provider of Infrastructure as a Service (IaaS) solution, there is an opportunity for iLand to grow in this sector with the market projected to rise at a CAGR of 28% up to 2023. The growth will be driven by the increasing adoption of the IaaS across several industries such as retail, telecommunication, health, and others, as well as the "increasing demand for low cost IT infrastructure, the emergence of colocation services as a hub for hybrid IaaS services, and increased cloud adoption across several industry verticals."
  • iLand also provides Back up as a Service (BaaS) solution. A rise in the adoption of cloud data backup and the growth in the data is driving the growth in the global BaaS industry. This presents an opportunity for iLand to explore more markets and grow its revenue.
  • With a presence in the Americas, Asia, Europe, and Australia, opportunity abounds for iLand to improve its global reach by exploring the African market.

Threats

  • The web hosting market is highly fragmented with iLand having less than 0.01% share of the market. Bigger players in the industry pose a significant threat to iLand.
  • iLand's growth in the DRaaS market could be hindered by the "complexity of the DRaaS system, data privacy concerns and the high costs associated with DRaaS."
  • While there is a growth opportunity for iLand in the IaaS market, "security concerns related to the public cloud, network connectivity issues and latency, and compatibility issues between public and private clouds" are perceived threats in the market.
  • The projected growth in the global BaaS market could be hampered by increasing competition from open-source platforms. This means more competition for iLand.
Part
06
of twenty-four
Part
06

ILand Executive Summary

An executive summary has been completed for iland. A Google Doc has been included for convenience.

Overview

  • iland is a private for-profit company that provides IT services. Its services include disaster recovery, infrastructure as a service (Iaas), as well as backup as a service (BaaS) to companies in healthcare, financial, SaaS, legal and other industries.
  • iland has its headquarters in Texas and operations in the UK, Australia, Asia, Europe, and North America. The company took best-in-class technology and added to its security tools and unique innovations thus providing the user with visibility and control over their cloud resources.
  • iland's last reported annual revenue is $29.98 million.
  • It is estimated that 190 people are employed at the company, all of whom can be contacted on the company's LinkedIn page. Approximately 56 of the staff are in sales, 45 are in the engineering department, 27 in IT, 16 are in marketing, 13 in business development, 9 are in accounting, 7 are in finance, product management, and arts and design, 5 are in operations, support and program and project management, 3 in legal and media and communications.

Services Offered

  • Its services include secure CloudSM, DRaaSSM, private CloudSSM, Backup SSM and cloud management. iland's data centers are located at over 500 carriers worldwide. Its customers usually require exceptional disaster recovery support, and local presence, as a result, iland provides backup at all its facilities.

Distribution Strategy/Channels

  • iland distributes its services with the help of channel partners. Zerto and Veean are some of its channel partners. A lot of its channel partners are approved partners in Salesforce.
  • iland uses the Magentrix Partner Portal for Salesforce as its main partner platform. This allows channel partners to self register, login to a secure portal, and consume content in any way they prefer.
  • iland has data centers in several countries, including the US and Singapore. The company uses these data centers to deliver quality enterprise cloud solutions that have been proven to help companies in several industries do business more effectively.

Customer Segmentation/Target Audience

  • iland caters to small, mid-size, and enterprise organizations in North America, Asia, Africa, South America, Europe, and Australia.
  • The company targets healthcare, SaaS (software as a service), and governmental organizations. However, companies in a lot of industries use its solutions. Some of its current clients include Omninet, piab, CITIZEN, Welch's, Hewlett Packard Enterprise, and Leica Geosystems. 

Tech Build

  • iland has built its services with VMWare as well as Cisco technology. Its cloud console service allows users to view detailed performance and billing information, manage their storage and compute them as well, view the VMs, set customized alerts and access compliance and security reporting.
  • It is estimated that iland will spend $2.4 million on IT this year.

Business Strategy

  •  In 2017, iland teamed up with Veeam so that its customers in the US and Canada could expand their disaster recovery and backup operations to the cloud.
  • iland expanded its operations to Australia in September 2017. The company released its Secure Cloud Services from a new data center in Sydney, Australia. It claims that over 30% of Australian companies are now using the cloud.
  • In April 2019, iland partnered with KPN to offer its DRaaS solutions to its Dutch market.
  • In August 2019, iland expanded its global channels sales program. The company expanded the program's infrastructure across a complex hybrid cloud environment. This expansion was done to "address substantial partner growth and customer demand for its secure cloud backup, infrastructure and disaster recovery solutions in North America, South America, Asia, Europe, Australia and Africa." In the same month, the company announced that it was launching a new data center in Canada. This brings its data centers to ten.

Marketing Strategy

  • iland has invested in a range of illustrations that are specific to its products. These illustrations are unique to the company and are used in both online and offline marketing. The color palette for the images is consistent and recognizable as belonging to iland, creating brand familiarity among consumers. A range of posters and A4 size handouts have been developed for offline advertising. The information contained in them is limited. A consistent color palette is used. These posters are used at trade events and on other occasions, when the company is "on show." Their purpose is not to impart information. They create brand awareness and familiarity among potential consumers.
  • Trade shows are a key component of iland's offline marketing strategy. By attending these shows, the company is presented with a range of opportunities to network and develop relationships within the industry. Trade Shows are a good opportunity to market products to an interested audience.
  • The cornerstone of iland's online marketing is the company website, which provides detailed information about the company, its products and services, and key people working there. The website is comprehensive and serves as the first port of call for prospective clients.
  • Using the same familiar colors, a range of informative product videos have been developed. These videos are used to impart information about specific products and services. The videos have been used as part of the online marketing. They have been posted on various social media sites. YouTube also displays these videos. They are also available on the company's website.
  • A range of web ads have been created for direct online advertising. The web advertising contains more detail, than ilands other advertising. It gives specific details and provides the viewer with pop up buttons, should they require further information.
  • Instagram, Facebook, and Twitter are used to promote products and services, recognize achievements, announce developments and events, and to engage with the public. This approach has a very limited impact, given the weak followings iland has. They have only 1,388 followers on Twitter and 160 followers on Instagram.

Key Innovations

  • In August 2017, iland announced that it implemented new upgrades to its cloud assessment tool called iland Catalyst. The new features allow for a seamless experience for companies using VMware.
  • The company launched a cloud-based solution called LabEngine in 2017. This solution allows its customers to "rapidly deploy and scale cloud-based environments for training, demos, and sales enablement." 
  • The company recently released a new API, and new development kits for Golang, Python, and Java. These kits will offer more flexibility for managed service providers and IT operations.
  • iland's staple is its state-of-the-art backup options. In June 2019, the company released a new Autopilot Managed Recovery for Disaster Recovery as a Service (DRaaS). The addition to its DRaaS services is a "fully managed business continuity solution, integrated with Zerto and Veeam, that is designed to accelerate application recovery in the event of significant downtime or data loss."

Strengths/Competitive Advantages

  • They have over 20 years of experience.
  • iland has won several awards for its compliant cloud services. In February 2019, it was named the ‘Best Cloud Hosting Provider’ by the Cloud Awards Program. This award celebrated its strategic approach to security and scalability. As a result, its customers fully trust its cloud solutions.
  • Industry analysts have mentioned that iland is a leader in disaster recovery. Trusted firms like Gartner have named the company a leader in its industry.
  • In May 2018, iland's Secure DRaaS solution was named the Business Continuity Solution of the Year.
  • The company has a global presence, with data centers located in Los Angeles, Dallas, Washington, D.C., London, Manchester, Amsterdam, Singapore, Melbourne, and Sydney.
  • Data Recovery as a Service (DRaaS), Infrastructure as a service (IaaS), and Backup as a Service (BaaS), will be hosted on iland's secure cloud platform, at the new data center. The Canadian data center will provide opportunities for partners in North America. It includes a complimentary cloud analysis tool for clients planning and managing workloads. The new channel will provide access to the partner portal for training, sales management, and certification.
  • The portal is a small part of a larger strategy from iland. They hope that the new center portal, and closer relationships with clients, will create a competitive advantage for them. A new complimentary Catalyst Cloud Assessment will be released at the same time, making the transition to the cloud as easy as possible.
  • By offering enhanced partner programs, expanded channel sales, and increased cloud capacity, iland has transitioned from the medium business market to the enterprise business market, with relative ease. The seamless transition into the enterprise company space, accompanied by the expansion of their data storage facilities, has seen them set their competitive advantage in concrete.

Weaknesses

  • Since its founding in 1995, iland has not had received any funding from investors to grow its business. This is evident with the company having less than 0.01% share of the global web hosting market.
  • The company has a weak social media customer base with 3,437 followers on Twitter, 685 followers on Facebook, and 379 subscribers on YouTube.

Opportunities

  • The global DRaaS market projected to grow at a strong CAGR of 36.67% up to 2027. The growth will be driven by the rising adoption of cloud computing, constant cyber threat, and digitization. As a major player in the market, opportunity abounds for iland to boost its share in the market and grow its revenue.
  • As a provider of Infrastructure as a Service (IaaS) solution, there is an opportunity for iland to grow in this sector with the market projected to rise at a CAGR of 28% up to 2023. The growth will be driven by the increasing adoption of the IaaS across several industries such as retail, telecommunication, health, and others, as well as the "increasing demand for low cost IT infrastructure, the emergence of colocation services as a hub for hybrid IaaS services, and increased cloud adoption across several industry verticals."
  • iland also provides Back up as a Service (BaaS) solution. A rise in the adoption of cloud data backup and the growth in the data is driving the growth in the global BaaS industry. This presents an opportunity for iLand to explore more markets and grow its revenue.
  • With a presence in the Americas, Asia, Europe, and Australia, opportunity abounds for iland to improve its global reach by exploring the African market.

Threats

  • The web hosting market is highly fragmented with iland having less than 0.01% share of the market. Bigger players in the industry pose a significant threat to iland.
  • iland's growth in the DRaaS market could be hindered by the "complexity of the DRaaS system, data privacy concerns, security, and the high costs associated with DRaaS."
  • The projected growth in the global BaaS market could be hampered by increasing competition from open-source platforms. This means more competition for iland.

Clients

City of Geneseo, Illinois

  • This month, iland closed a deal to be a provider for the city of Geneseo, IL after they had a critical outage of services for the city. A search of the city council minutes, local news, and the city website provided very little information. The director of IT did say they chose iland because their cost and reliability was affordable and predictable.
  • iland's clients are as follows:
IT/Technology
  • Hewlett Packard Enterprise
  • Cherwell
  • Quikteks
  • CSN Groep
  • Omninet

Education

  • Eton College

Transportation

  • BBA Aviation

Infrastructure

  • Navigator Gas
  • Inland Power

CPG/Retail

  • Welch's
  • Citizen
  • Fyffes

Finance

  • St. James Investment Company
  • Muhlenkamp & Company Inc- Investment Management

Entertainment

  • New York City Ballet
  • Monterey Bay Aquarium
  • Science
  • Oceanscan

Professional Services

  • American Board of Urology
  • Vermont Law Services
  • Leica Geosystems
  • Media Services Group
  • Rentokil Pest Control
  • GBE Converge — Life Safety & Security Services
  • Khatib & Alami Urban & Regional Planning
  • Lloyd
  • Mengali Accountancy
  • Piab Vacuum Solutions
  • Bluestone Creative
  • P&R Dental Strategies
  • Graubard Miller Law Group
  • EXP Engineering
  • L&Q Housing Development

Restaurants

  • JAE Restaurant Group
Part
07
of twenty-four
Part
07

OROCK (1)

ORock is a cloud services and infrastructure provider with annual revenue of around $10.1 million. Its main product offerings include ORockCloud, ORock HighCloud, and FAAS.

Description of Business

  • ORock Technologies provides IaaS and cloud services to technology firms and enterprise companies operating in highly regulated industries, as well as defense and government agencies.
  • ORock has a unique architecture designed to provide secure data operations includes a "private, carrier-grade dark fiber network and a FedRAMP Moderate open source cloud".
  • ORock is a Red Hat Certified Cloud & Service Provider (CCSP) that is authorized to provide hosting and reselling services for certified Red Hat products.

Annual Revenue

  • The annual revenue of ORock Technologies is approximately $10.1 million.

Number of Employees

Main product offerings

  • The main product offerings of ORock are ORockCloud, ORock HighCloud, and Federal Application Authorization Services (FAAS).
  • ORockCloud is a FedRAMP-authorized Moderate cloud specifically designed for government agencies and companies in highly regulated industries.
  • Department of Commerce, Department of Defense, Joint Communications Support Element are government agencies using ORockCloud.
  • ORock HighCloud is a FedRAMP-ready platform designed to be deployed as a government community cloud solution.
  • No government agency is currently using ORock HighCloud.
  • The FAAS platform offers SaaS providers a path through which they can complete the FedRAMP certification process.
  • Their services include IT infrastructure, connectivity, network management, and secure cloud services for data operations.

Number of Paying Clients

  • There is no publicly available information on ORock's number of paying clients.

Key Business or Technology Partners

  • ORock's key business or technology partners include Red Hat, Crunchy Data, ImmixGroup, and eTRANSERVICES.
  • ORock is a Red Hat certified cloud provider. The Red Hat products that can be accessed through ORock Cloud include Red Hat Enterprise Linux, Red Hat OpenStack Platform, Red Hat OpenShift Container Platform, Red Hat Ceph Storage, and Red Hat Virtualization.
  • ORock partnered with Crunchy Data to offer "trusted open source cloud native PostgreSQL" services to the US federal government.
  • ORock and ImmixGroup entered into an exclusive agreement that made ImmixGroup the sole distributor of ORock's FAAS solution.
  • ORock partnered with eTRANSERVICES to power its Universal Design Platform as a Service (UDPaaS) solution through the ORockCloud platform. UDPaaS is a FedRAMP-in process platform.

Research Strategy

To search for ORock's number of paying clients, we started by searching through company information sites like Enlyft, and databases like FedRAMP and SEC. Enlyft provides information on the number of clients using the services of profiled companies. However, the profile of ORock on Enlyft does not include the number of its clients. Information from FedRAMP shows that ORock has three government clients. The only SEC filling submitted by ORock is a SEC Form D which only provided investment information.

We also explored software review sites like GetApp, Capterra, and Gartner to look for information on ORock and its products. We hoped to find any profile that includes information on their number of customers. However, ORock was not featured in any software review site.

Next, we searched for news articles about ORock. We hoped to find articles that included information about ORock's clients. We scoured through media sites like Business Wire, Media & Entertainment Services Alliance (MESA), and WashingtonExec. However, we could only find information about ORock's partnerships and services.

We proceeded to look for interviews granted by ORock executives to check if they revealed the number of their paying clients. We found interviews granted by Stephen Hall, co-founder of ORock and Allan Rubin, Chief Marketing Officer of ORock. However, they did not talk about the number of their clients.

We found ORock's main product offerings and key business or technology partners from information provided by credible media and industry sources such as Red Hat, AI Thority, MarketWatch, ExecutiveBiz, and WashingtonExec, as well as official databases like FedRAMP.

Part
08
of twenty-four
Part
08

OROCK (2)

ORock Technologies experienced an influx of executives and top personnel within the past year. The company assures security, flexibility, total control, scalability, and on-demand access to its range of solutions and services for relevant companies in the defense, government, and highly regulated industries. This range of solutions is deployed as various services across its network and cloud infrastructure.

Changes or Actions in Strategy or Business

Top Level Personnel Changes

  • In March 2018, ORock Technologies named Dale Stucke as the chief financial officer. He's charged with all the company's financial, accounting, and audit matters.
  • In April 2018, Michael Ngo joined ORock Technologies as the new chief security officer. He is in charge of the security and compliance of the company's infrastructure as a service (IaaS) and cloud service offerings. "He just concluded his 28-year military career as a colonel with the US Army."
  • In May 2018, Bill O'Neill joined the C-suite executive team of ORock Technologies as the chief revenue officer. "He will oversee ORock's sales, business development, and channel development functions."
  • Furthermore, in September 2018, it announced the arrival of Steve Robinson as the new chief commercial officer. He'll oversee all commercial aspects of the company, such as marketing strategy and market expansion.
  • According to Stephen Lucas' LinkedIn profile, he joined ORock technologies in May 2019 as the vice president, product management.
  • Also, Bernadette Davis' LinkedIn profile indicates that she joined ORock Technologies in April 2018 as the vice president, finance and business systems.

Products and Services

  • By obtaining the authorization and certification of the Federal Risk and Authorization Management Program, ORock Technologies can now offer the integration of Red Hat’s OpenShift Container Platform within its cloud environment.
  • For its customers, this move provides the capabilities of "a fully managed platform-as-a-service solution for deploying containers in a hybrid cloud or multi-cloud environments."

Funding and Strategic Partnerships

  • In 2018, ORock Technologies has raised about $15 million from its first-ever round of funding, an equity round.
  • After ORock achieved the certification of the Federal Risk and Authorization Management Program, it partnered with "Crunchy Data to bring Crunchy PostgreSQL for Kubernetes to ORock's FedRAMP authorized container application platform-as-a-service (PaaS) solution."
  • This partnership allows ORock to provide a combined solution that leverages "a fully managed database-as-a-service (DBaaS) solution that enables the deployment of containerized PostgreSQL in hybrid and multi-cloud environments."
  • ORock Technologies has also partnered with immixGroup in a move that'll make immixGroup the exclusive distributor of ORock's "federal application authorization services (FAAS) to independent software vendors and channel partners."

Value proposition

  • As an infrastructure-as-a-service (IaaS) and cloud service provider (CSP), ORock technologies "serves technology companies and enterprise customers in defense, government, and highly regulated industries."
  • Its services and solutions are "designed to secure data operations and to deliver a combination of data security, performance, flexibility, compliance, and control that most CSPs cannot provide."
  • In addition to the above, ORock Technologies' solutions ensure high scalability, the flexibility of its hybrid cloud environment, and swift access to computing, storage, virtualization, networking, performance monitoring, and applications provided by ORock's range of products, as and when required.

Customer Segment

  • ORock's customers are tech and enterprise companies from the following industries: defense, government, and highly regulated industries, such as the healthcare, financial and critical infrastructure industries, in North America.

Key Innovations / IT Developments

  • "ORock Technologies is developing a FedRAMP High cloud and will introduce a FAAS program that will be distributed through immixGroup. This will help to support independent software vendors that require FedRAMP High authorization in the future."
  • By obtaining the authorization and certification of the Federal Risk and Authorization Management Program, ORock Technologies can now offer the integration of Red Hat’s OpenShift Container Platform within its cloud environment.
  • "ORock technologies achieved Payment Card Industry Data Security Standard (PCI DSS) certification for its ORockCloud hosting environment and underlying network infrastructure." These certifications are "critical security requirements for commercial enterprises and government agencies that process health and financial data."

Distribution Channels

Research Strategy

Since the information provided on ORock Technologies' website is already known, we proceeded to search other third-party resources to address this request but found that there wasn't a plethora of information to address this request. ORock Technologies appears to have low visibility in the public domain, probably because it was founded recently, in 2014. Nonetheless, we're able to pull available data to provide all the requested information except information on its customers.

To address this issue, we searched user/customer analytics databases, like Enlyft and HG Data, to obtain quantitative data on the users of ORock's solutions but found that it is yet to be listed in those databases. Available information on company directories and databases only include qualitative data on the type of customers it serves, such as tech companies in the regulated industries, but no specific information on how it interacts with these customers was provided.

We also searched through customer and tech review platforms to find any testimonies or reviews of how the company may have interacted with its users and/or customers but found no relevant information. There was no review found on such platforms, such as CNET and Manta. Available review information was found only from employees on sites, such as Glassdoor.

Lastly, we conducted a press search and research through industry articles to find any case study, reports or articles that highlight how ORock works with its customers but found no useful information. There was hardly any mention of the target company around any useful case study, reports or articles. These unsuccessful strategies led us to surmise that ORock Technologies has low visibility in the public domain.
Part
09
of twenty-four
Part
09

OROCK (3)

Orock Technologies is using a subscription-based fee model as its revenue stream. Its target industries are government and commercial business. The Department of Health and Human Services, and Office of the National Coordinator for Health Information Technology both use OrockCloud.

OROCK TECHNOLOGIES

Pricing Model

  • According to PRNewswire, Orock Technologies' Orock HighCloud features a "flat-rate billing model with no data egress fees" to reduce the total cost of ownership and the extensive use of open source technologies. This fee allows "flexibility while minimizing vendor lock-in".

Revenue Stream

List of Customer

Target Industries


Research Strategy:

We were able to provide information on 4 of the 5 research questions. We were unable to find data surrounding the company cost structure.
First, we looked at business intelligence portals such as Bloomberg, Forbes, The Wall Street Journal, and Macro Trends. These sites usually provide reports on financial information of a company which includes its operating expenses. We did not find one for Orock Technologies/.
Secondly, we looked at government databases such as the SEC to find the 10k reports of Orock Technologies. These reports usually provide full and comprehensive financial data for a company. We did find the SEC filing from the company, however, there was not a 10k report available.
We checked Orock via Crunchbase, and confirmed that it is trading privately. This means that they are not obligated to disclose their financial information publicly.

Finally, we searched for interviews or statements from senior executives of Orock Technologies that would describe their financial status. However, all we found was a podcast interview with Orock Technologies CMO where he discussed marketing their product, with no mention of any financial data.
Part
10
of twenty-four
Part
10

OROCK (4)

ORock has a variety of competitive advantages, including the startup's recent cash infusion, experienced leadership team and numerous product innovations. Meanwhile, the company also differentiates itself through a comprehensive content marketing strategy, which it rolls-out through a variety of online and offline mechanisms.

Key Competitive Advantages

  • One of ORock's most fundamental competitive advantages against other startups and companies in the infrastructure-as-a-service space for governments is the organization's recently closed $15 million funding round in 2018, which has significantly increased ORock's liquidity and provided new opportunities for investment in product development, marketing and other initiatives.
  • In parallel with this capital raise, ORock obtained an advantage specifically in the public sector by securing several high-profile executive hires that bring key government experience and networks, including the appointment of former Forcepoint Sales Executive Bill O’Neill as chief revenue officer as well as the hiring of former Joint Force Headquarters Department of Defense Information Networks COO Michael Ngo as the company's new chief security officer.
  • From a product perspective, ORock also recently expanded its offerings to include a more attractive and convenient fully managed platform-as-a-service solution, after receiving Federal Risk and Authorization Management Program authorization.
  • Similarly, ORock's recent partnership with Crunchy Data further strengthened the startup's offerings and competitive advantage, by enabling ORock to provide PostgreSQL-as-a-service within ORock’s secure containers as a service.
  • Finally, in a somewhat unique step to expand market share, ORock also partnered with Arrow Electronics to distribute ORock solutions to independent software vendors and channel partners working in the public sector, thereby expanding the startup's potential selling and service opportunities with government organizations.

Online & Offline Marketing

  • As highlighted across numerous articles by ORock CMO Allan Rubin, the startup targets its primarily public sector client base through a content marketing strategy, which is crafted in partnership with the ORock organization at large and deployed through both online and offline channels.
  • Notably, Mr. Rubin has asserted that content marketing is the one essential component to any advertising strategy to governments, which he has highlighted as potentially the most challenging industry or market segment.
  • Specifically, ORock uses content marketing to differentiate itself, as well as to more generally influence customer decision-making, build relationships and establish trust early in the sales process.
  • Notably, citing Salesforce.com's guidance that it takes "six to eight touches" to create a viable sales lead, ORock deploys the content marketing strategy through a "diverse mix of marketing channels."
  • For example, Mr. Rubin emphasizes the importance of online or digital marketing, considering the growing volume of Millennial decision-makers within prospect organizations, particularly through the use of marketing automation tools and direct messaging to personal devices.
  • ORock then continues the content marketing strategy through its offline marketing tactics, including trade show booths or catalogs.
  • Meanwhile, Mr. Rubin also discusses how outreach activities including email, phone calls, corporate presence at events and social media invitations are another fundamental if less efficient aspect of ORock's online and offline marketing strategy.
Part
11
of twenty-four
Part
11

OROCK SWOT

OROCK was awarded the Red Hat Leading Edge Partner of the Year Award for Public Sector in 2018 and also achieved the FedRAMP Ready milestone for the services it offers to U.S. Federal Government agencies. However, OROCK's current reach is limited to the U.S. With South America and Asia-Pacific regions predicted to grow the most in the cloud service industry, opportunities abound for OROCK to expand its presence into these regions and grow its client base.

Strengths

  • While OROCK was founded in 2015, it has an estimated annual revenue of $6.4 million.
  • In a 2018 venture series funding round, the company raised $15 million.
  • The company has 2 registered patents and 1 registered trademark.
  • With a current employee count of 47 representing a 62% growth from 2018, the indication is that the company is on the rise.
  • OROCK has an overall employee rating of 4.2/5 on Glassdoor which shows the company's good employee experience and overall job satisfaction.
  • In 2018, the company bagged the "Red Hat Leading Edge Partner of the Year Award for Public Sector" in recognition of its innovations in using open source technologies to create the most change in the cloud services industry.
  • Furthermore, in 2019, OROCK Highcloud achieved the FedRAMP Ready milestone from the "Federal Risk and Authorization Management Program for both Infrastructure as a Service (IaaS) and Platform as a Service (PaaS)" solutions for U.S. Federal Government agencies.

Weaknesses

  • Although a relatively new company, OROCK only has one location in the U.S. which is a critical weakness of the company.
  • The company's scope is currently limited to only the U.S. which is evident with 100% of its monthly website traffic or visit emanating from the U.S.
  • OROCK has a weak social media presence with 30 followers on Twitter and 45 followers on Facebook.

Opportunities

  • OROCK operates in the cloud service industry which is projected to grow at a strong CAGR of 12.9% up to 2023. The growth will be driven by the "increasing adoption of the Internet of Things, rising penetration of e-commerce, and the development of smart cities". This is an opportunity for the company to grow its business and market share.
  • Industry experts have projected that South America and Asia-Pacific regions are the fastest-growing markets for cloud services with a CAGR of 28.0% and 20.7% respectively. Other emerging markets are the Middle East and Africa with a projected growth rate of 20.1% and 20.7% respectively. Therefore, there is an opportunity for OROCK to expand its footprints and explore these emerging markets.
  • OROCK provides IaaS solutions. There is an opportunity for the company to grow in this sector with the market projected to rise at a CAGR of 28% up to 2023 which is predicted to be driven by the "increasing demand for low cost IT infrastructure, the emergence of colocation services as a hub for hybrid IaaS services, and increased cloud adoption across several industry verticals", as well as the increasing adoption of the IaaS across several industries such as retail, telecommunication, health, and others.
  • Furthermore, OROCK offers PaaS solutions. Industry experts have projected the global PaaS industry to grow at a CAGR of more than 22% up to 2023. Industry-wide trends such as a "reduction in the cost of application development and time to market, streamlined application management, and ensuring business continuity, simplification of disaster recovery with cloud, and shift toward cloud computing" are expected to drive the growth in the industry. This presents an opportunity for OROCK to further grow its PaaS solution offerings and boost its revenue.

Threats

  • The cloud service industry is fairly concentrated with a few major players such as Microsoft, Amazon, IBM, Google, and others commanding a significant share of the market. Large enterprises in the industry pose a significant threat to OROCK.
  • While there is an opportunity for OROCK to grow in the cloud service industry, trends in the industry such as "data localization, rising interest rates, and reductions in free trade" are perceived threats that could hamper the company's growth.
  • In the IaaS market, factors such as "security concerns related to the public cloud, network connectivity issues and latency, and compatibility issues between public and private clouds" are perceived threats that could hinder OROCK's growth.
  • Finally, industry experts have hinted that factors such as "security concerns related to public cloud, issues associated with vendor lock-in, and lack of awareness about the benefits of the adoption of PaaS" could slow the growth of the PaaS industry which would directly affect the businesses of OROCK.
Part
12
of twenty-four
Part
12

OROCK Executive Summary

A comprehensive overview of ORock Technologies is provided below. An overview of the company, value proposition, product and services and pricing, marketing strategy, and SWOT analysis are included in this summary.

Company Overview

  • ORock Technologies provides IaaS and cloud services to defense and government agencies and also technology firms and enterprise companies that operate in highly regulated industries.
  • ORock is a Red Hat Certified Cloud & Service Provider (CCSP)

Value Proposition

  • The services and solutions offered by ORock are "designed to secure data operations and to deliver a combination of data security, performance, flexibility, compliance, and control that most CSPs cannot provide."
  • ORock Technologies' solutions ensure high scalability, flexibility of its hybrid cloud environment, and swift access to computing,

Revenue

  • The company’s annual revenue is approximately $10.1 million.
  • ORock Technologies raised around $15 million in 2018 from its first-ever round of funding, an equity round.

Products and Services and Pricing Model

  • ORock provides the capabilities of "a fully managed platform-as-a-service solution for deploying containers in a hybrid cloud or multi-cloud environments."

Customers

  • The two government agencies listed among its customers are Department of Health and Human Services and Office of the National Coordinator for Health Information Technology.

Marketing Strategy

  • ORock Technologies uses a content marketing strategy to target its primarily public sector client base. This is crafted in partnership with the ORock organization and employed via both online and offline channels.
  • Another aspect of ORock’s online and offline marketing strategy is outreach activities like phone calls, email, corporate presence at events and social media invitations.

Distribution Channel

  • ORock distributes its federal application authorization services (FAAS) exclusively through ImmixGroup before it gets to third-party independent vendors.
  • Its solutions are distributed over its "private, high-performance fiber-optic network, and an enterprise-grade open source cloud." [s12]

Competitive Advantage

  • ORock Technologies closed a $15 million funding round in 2018, which caused its liquidity to significantly increase and provided new investment opportunities.
  • The company has expanded its offerings to include a more attractive and convenient fully managed platform-as-a-service solution.

Strengths

  • OROCK has an overall employee rating of 4.2 out of 5 on Glassdoor which demonstrates the company's overall job satisfaction and good employee experience.
  • The company has one registered trademark and two registered patents.
  • In 2019, OROCK Highcloud achieved the FedRAMP Ready milestone from the "Federal Risk and Authorization Management Program.

Weaknesses

Opportunities

  • The cloud service industry, which ORock operates in, is projected to grow at a CAGR of 12.9% up to 2023.
  • ORock has the opportunity to explore emerging markets as industry experts have predicted that South America and Asia-Pacific regions are the fastest-growing markets for cloud services with a CAGR of 28.0% and 20.7% respectively.
  • The Iaas solutions market is projected to grow at a CAGR of 28% up to 2023.
  • The Paas solutions industry is projected to rise at a CAGR of more than 22% up to 2023.

Threats

  • There are "security concerns related to the public cloud, network connectivity issues and latency, and compatibility issues between public and private clouds" in the Iaas market.
  • Major players such as Amazon, Google, Microsoft and IBM a significant share of the market.
Part
13
of twenty-four
Part
13

Virtustream (1)

Virtustream is a company that offers enterprise-level cloud products and services to business organizations and governments. The company's cloud products and services include Virtustream Enterprise Cloud, Virtustream Federal Cloud, and Virtustream Healthcare Cloud. The company was acquired by EMC Corporation in 2015 and today, it is part of Dell Technologies' business. A detailed overview at the research findings follows below.

Description of Business

Annual Revenue

Number of Employees

  • Although a definitive figure of the total number of Virtustream's employees was unavailable in the public domain, the company's LinkedIn profile puts the company size at between 1,001-5,000 employees.

Main Product Offerings

Number of Paying Clients

Key Business or Technology Partners

Part
14
of twenty-four
Part
14

Virtustream (2)

Some changes or actions in strategy for Virtustream include the strategic dissemination of analytical studies from research platforms and new self-service capabilities, while the value proposition of the company is centered on expertise and managed service offerings. Other findings on customer segment, customer relationship, key innovations, and distribution channels are provided in the findings below.

Changes or Actions in Strategy

  • Action in the strategy that Virtustream uses is the strategic dissemination of analytical studies from research platforms like Forrester and Pathfinder to establish insights into the benefits of the services the company renders and how these services (multi-cloud solutions) complement the growth of businesses in the area of mission-critical applications.
  • The company uses social media to sensitize the business communities on the findings of these studies, telling them enterprises are more confident in the adoption of "multi-cloud solutions for mission-critical applications." For instance, the summaries of Forrester’s study and Pathfinder's paper were tweeted.
  • A change in strategy was the use of Virtustream as the "de-facto core of Dell Technologies' cloud strategy." Since this development, Virtustream has been enjoying promotion like other brands of the parent company.
  • In April 2019, a significant expansion partnership was announced between Virtustream and Equinix Cloud Exchange (ECX) to "increase functionality, automation, speed-to-deployment, and customer choice in the healthcare industry."
  • The major expansion partnership with ECX brings a change in strategy that allows improved automation in the healthcare industry, where customers can "greatly simplify the deployment and migration of EHR systems hosted in the Virtustream Healthcare Cloud." It will also allow Virtustream to support the "use of VMware Horizon for secure and flexible application access."
  • Another change in strategy is how the company has deployed many new self-service capabilities from 2018, as well as "improvements to the deal registration process, speed to quote, and speed of paying." This change in strategy is to enhance its sales and distribution channels.
  • An action in strategy recently deployed by the Virtustream is the ongoing recruitment process of a Senior Cloud Delivery Manager (CDM) in the company. This top-level personnel will also act in the capacity of a Technical Account Manager (TAM) in the company.
  • Some job responsibilities of the CDM include the management of "all technical or functional aspects of service delivery, interacting daily with one or multiple Virtustream Enterprise-Class Cloud clients, and providing centralized coordination of all remediation efforts."

Value Proposition

  • The value proposition of Virtustream is that the company is a leading enterprise-class cloud company with "expertise and managed service offerings" to improve efficiencies in the areas of "business objectives, security, and management challenges." These challenges top the list of concerns of enterprises in need of multi-cloud solutions.
  • Another value proposition of the company is performance and cost savings in the use of its multi-cloud solutions, as these are one of the top metrics used by enterprises for evaluating providers of these services.
  • For example, Novant Health turned its mission-critical applications to the enterprise-class cloud company. According to the CEO of Novant Health, the reason for this is that Virtustream is regarded as a trusted cloud partner with "deep expertise in managing business-critical data, and meets all of their business, security, technical, and costs requirements."

How Virtustream Works With Customers

  • Using Novant Health's migration to the Virtustream cloud environment as a case study, the former teamed up with Novant Health, working collaboratively on designs from mid-2018 until they launched it in early 2019.
  • The collaboration involved much transparency from both parties, and within the time frame of six months, they were able to complete the technical architecture design. The xStreamCare services of Virtustream were always on hand to provide comprehensive support in all areas.
  • Virtustream used a comprehensive, single-hand-to-shake approach, which allowed "Novant Health to be in production with Virtustream in just hours." The process further allows an easy template for "other future modernization efforts and system enhancements."
  • From the case study highlighted above, Virtustream works with its customers using partnership and collaboration, transparency and team efforts, and xStreamCare services and predictable IT.
  • This process indicates that enterprise customers come first at Virtustream.
  • Virtustream also uses informative webinars to work with its customers, where guest speakers will highlight studies in multi-cloud solutions that can help businesses improve. The attendance of such informative webinars is by registration.
  • Online surveys and interviews of critical stakeholders and decision-makers are also deployed by Virtustream, through research partners, to evaluate enterprise cloud strategies of existing and potential customers. A small monetary incentive is offered to respondents for the time spent.

Customer Segment

Key Innovations or IT Developments

  • The launch of xStreamCare has expanded the range of Virtustream's professional and managed services. With this IT development, the company can "optimize existing cloud assets, carry out compliance audits, test disaster recovery tech, scan for vulnerabilities — do pretty much anything that can be outsourced."
  • The major expansion partnership with ECX was a critical innovation that allows improved automation in the healthcare industry, where customers can "greatly simplify the deployment and migration of EHR systems hosted in the Virtustream Healthcare Cloud." It will also allow Virtustream to support the "use of VMware Horizon for secure and flexible application access."
  • Some expanded options of the partnership include "commercial Virtustream Enterprise Cloud nodes in North America and EMEA and a broader portfolio of private connectivity options building on existing IPSEC VPN, MPLS, and AT&T NetBond (selected markets) solutions."
  • Another critical IT development was the "major update of the Virtustream Healthcare Cloud designed to greatly simplify the planning, deployment, and migration of electronic health-care records (EHR) systems hosted in the cloud."

Distribution Channels

Research Strategy

Outside the website of Virtustream, we started our findings by looking through other sources for the information needed for this research.

After concise findings across many platforms that include Business Wire, CNBC, Silicon Angle, The Register, Computer Weekly, and Featured Customers, we were able to determine all the information needed for this research.
Part
15
of twenty-four
Part
15

Virtustream (3)

Real data about pricing (pricing model) and company cost structure of Virtustream couldn't be determined due to the unavailability of available data in the public domain. Other findings covering revenue stream, pricing model, list of customers, and target industries are provided in the findings below.


Revenue Stream

Pricing Model

  • Virtustream's pricing model for its services is subscription-based, a utility-based billing model, which affords customers cost savings in the consumption of more public cloud.
  • This plan makes Virtustream different companies like AWS and Azure who offer straight consumption model plans, which comes in allocated instance-hours.
  • This utility-based billing model runs on uVM, which is "the company’s patented innovative cloud resource management technology."
  • The uVM works in a similar manner with which the "kilowatt consumption metric is used to calculate the home utility bill, measuring actual consumption of computing, memory, network, and storage resources."
  • Virtustream's subscription-based plan comes in different packages, and the start point is at 1TB.

List of Customers

  • Virtustream's list of customers, as segmented by industry, include AIB, Mees Pierson, and Travelers (finance industry), Novant Health and Lanx (healthcare industry), Veyance Technologies, Domino Sugar, and Florida Crystals Corporation (manufacturing industry).
  • Others include Diesel Direct (service and maintenance industry), British Transport Police (security industry), LG lawyers (legal industry), Yum Brands and Innocent (food and beverage industry), and UOL (online news and media industry).

Target Industries

Research Strategy

After concise findings across many platforms that include Brightwork Research, PM News, eWEEK, Crunchbase, Capterra, and Featured Customers, we were able to determine all the information needed for this research, except for the company cost structure and real data about pricing (pricing model).

Our first attempt researcing the unavailble information was to visit tech marketplace platforms like G2 Crowd to find any available data on the company cost structure and real data about the pricing of Virtustream. While both were not available, the platform stated categorically that "Virtustream Enterprise Cloud has not provided pricing information for this product or service."

Secondly, we sought this information on IT educative platforms like eWEEK and SaaS vendors such as Capterra and Software Suggest. We hoped to find pointers to Virtustream's cost structure and real data about pricing. Unfortunately, while one platform said the vendor did not provide the information, another platform indicated that this information was not even available on the FAQ of the company.

Our third attempt was to check proprietary and research platforms like Glassdoor, Brightwork, and among others for Virtustream's cost structure and real data about pricing. While some available information on these platforms were behind paywalls, only Amazon's AWS real data pricing was provided on Brightwork. However, we were made to understand that Virtustream's pricing is superior to that of AWS because of the former's premium offering.

While we concluded that the unavailability of Virtustream's real data pricing was a result of "the common practice by software vendors and service providers," we made a final attempt on Virtustream's cost structure by checking the annual report of Dell Technologies, the parent company of Virtustream.

In addition, the segmented report of the Virtustream is not provided in the annual report of its parent company. According to the fiscal year 2019 financial report, "Pivotal, SecureWorks, RSA Security, Virtustream, and Boomi constitute "Other businesses" and do not meet the requirements for a reportable segment, either individually or collectively."


Part
16
of twenty-four
Part
16

Virtustream (4)

Virtustream has several key competitive advantages that make it a unique and top company due to its global market share, innovative products, as well as its positive reputation among other business companies. Its online marketing strategy includes social media marketing and consumer education. Virtustream also actively participates in global IT-related events to introduce and market its products and services.

Key Competitive Advantages

  • Virtustream is named one of the top companies in enterprise cloud services by eWeek. Other companies include Amazon Web Services, Google Cloud Platform, IBM, and Microsoft Azure. The list was created based on the "combination of revenue, global market share, overall collections of services, and reputation" of the selected IT companies.
  • eWeek dubbed Virtustream as the "best enterprise hybrid cloud", after comparing it to Amazon Web Services, Oracle Cloud, IBM, and Microsoft Azure.
  • Virtustream is always keen to innovate and adapt to the ever-changing business environment and IT infrastructure. For instance, Virtustream added risk management and continuous compliance monitoring to its product, SaaS, to help customers "gain a comprehensive insight into their risk and compliance posture across physical and all cloud environments."
  • This company offers various products and services that are specific to important sectors, such as the Virtustream Federal Cloud and the Virtustream Healthcare Cloud.
  • Virtustream's offices are located in various locations across the US and the globe, including Atlanta, New York City, San Francisco, Washington D.C., the United Kingdom, India, Lithuania, Ireland, Germany, Bulgaria, Singapore, Australia, and Japan. This implies that customers around the world may purchase and access Virtustream's products or services more easily.
  • Virtustream's products and services are well-known among big companies, including Domino Sugar, Coca Cola, Hershey, Florida Crystals Corporation, Heinz, Hess, General Electric, and U.S. Department of the Interior.

Online Marketing Strategy

  • Virtustream owns a Twitter page that has gained 6,614 followers. It usually posts articles about IT trends and studies, the media coverage of Virtustream, as well as promoting its products and services on this platform.
  • It also has a YouTube page to promote its products and services. Virtustream has gained a total of 6,031 views.
  • The Facebook page of Virtustream has promotional posts and IT-related articles.
  • The LinkedIn page of Virtustream has 32,164 followers. It often shares contents about researches related to IT, events that Virtustream participated in, the current IT trends, as well as promoting its products and services.
  • Virtustream also posted content related to veteran awareness on their social media platforms to honor the military personnel, as well as the charity efforts that Virtustream has participated in. Other than an act to commemorate the veterans and help children in need, these contents show Virtustream's consumers that it's a socially conscious company and may boost brand awareness and sales. For instance, according to several statistical reports, around 87% of US consumers reported that they are willing to purchase a product or service from a company that advocates for the issue they care about.
  • Virtustream often shares content about the latest IT trends and studies to educate their consumers. This approach allows Virtustream to establish the persona of a trusted source of knowledge and attract potential customers to try its products and services. According to a study, consumers are 29 more times more likely to purchase a product or service from a company that offers educational assets than using advertisements alone.

Offline Marketing Strategy

  • Virtustream participated in the VM World 2019 and 2018, a global IT conference, by sponsoring this event and opening a booth to market its products and services.
  • Virtustream was one of the exhibitors in the 2018 Gartner IT Symposium, a global event that focuses on technology and information, leadership, and business strategy.
  • Sapphire Now + Asug Annual Conference 2019 is an event that Virtustream also participated in, where this company became one of its exhibitors.
  • Virtustream also supports various charity and fundraising organizations, including Cradles to Crayons and Make a Wish. According to a study, consumers, especially the younger generations, will consider a company's ethical value before they decide to buy its product. Thus, it is important to make customers feel good to spend their money.

Research Strategy

We began our research by reviewing the website of Virtustream to understand how the company works and the products or services that it offers. After gathering some insights about Virtustream and its software, our research team browsed through expert blogs, publications, statistical reports, and news articles. We also used advanced search engines, including Google News and News Lookup, to find any relevant information from the latest sources. To collect the updated information about the promotional events that this company held or participated in, we also looked through its social media platforms, including Twitter, YouTube, Facebook, LinkedIn, and Instagram. However, we found that the Instagram page of Virtustream is currently inactive. The last post was released about 183 weeks ago.
Part
17
of twenty-four
Part
17

Virtustream SWOT

Virtustream is a niche private cloud provider focused on SAP. The company offers patented resource management technology, offering an SLA of 99.999%. The company should focus on developing software stack solutions for managing multiple ecosystems across clouds like Azure, AWS, Google, and private clouds. The company is threatened by internal management issues and a shrinking footprint.

Strengths

Weaknesses

  • Virtustream claims to specialize in SAP but features service experience of only 250 production instances of HANA and S/4HANA.
  • According to a recent study by Thousand Eyes, Virtustream cannot be compared with hyper-cloud service providers like AWS due to the smaller infrastructure setup and fewer data centers available with the company.

Opportunities

Threats

  • It is noted that the overall cloud market is growing rapidly, but the company appears to be shrinking with declining employment in the US.
Part
18
of twenty-four
Part
18

Virtustream Executive Summary

A consolidated and comprehensive overview of Virtustream is provided below. The summary includes company overview, product offering, marketing strategy, and SWOT analysis.

Company Overview

  • Virtustream is a company that offers enterprise-level cloud products and services to business organizations and governments.
  • Virtustream is a subsidiary of Dell EMC.
  • The company's LinkedIn profile puts the company size at between 1,001-5,000 employees. 
  • Virtustream's key business/technology partners include Vodafone, SAP National Security Services, NTT Communications, Capgemini, Moro, HCL Technologies, Samsung SDS, Deloitte, and AT&T NetBond.

Value Proposition

  • The value proposition of Virtustream is that the company is a leading enterprise-class cloud company with "expertise and managed service offerings" to improve efficiencies in the areas of "business objectives, security, and management challenges." It also promises clients performance and cost savings in the use of its multi-cloud solutions

Revenue

  • Virtustream has an estimated revenue of $8 million.
  • The company's revenue streams include its "Virtustream's xStream cloud management platform (CMP) software and Infrastructure-as-a-Service (IaaS)."

Customers

  • Virtustream works with its customers using partnership and collaboration, transparency and team efforts, and xStreamCare services and predictable IT. It also works with customers through informative webinars, online surveys, and interviews with decision-makers.
  • Target customer segments are enterprise, service providers, government agencies, healthcare industry, banking and insurance industries, security and disaster management industries, and manufacturing and IT industries.
  • Approximately 191 companies use Virtustream. The companies are segmented into computer software, IT and services, management consulting, financial services, computer hardware, staffing and recruiting, telecommunications, electrical/electronic manufacturing, hospital & health care, and food production industries.
  • Examples of major companies that pay for Virtustream's products and services include Benjamin Moore Paints, Domino Sugar, Coca-Cola, Florida Crystals Corporation, Heinz, Hess, Hershey, General Electric, and the U.S. Department of the Interior.

Product Offerings and Pricing

  • Virtustream's main products and services include Virtustream Enterprise Cloud, Virtustream Storage Cloud, Virtustream Federal Cloud, Virtustream Healthcare Cloud, SAP and HANA Cloud Migration Services, and Viewtrust. 
  • Virtustream's pricing model for its services is subscription-based, a utility-based billing model that runs on uVM, which affords customers cost savings in the consumption of more public cloud.
  • Key Innovations include xStreamCare and the "major update of the Virtustream Healthcare Cloud".

Marketing Strategy

  • Virtustream often shares content about the latest IT trends and studies to educate their consumers and promote its products and services on social media channels including Twitter, Facebook, YouTube, and LinkedIn.
  • This approach allows Virtustream to establish the persona of a trusted source of knowledge and attract potential customers to try its products and services.
  • Virtustream participates in technology-related exhibitions such as the 2018 Gartner IT Symposium and Sapphire Now + Asug Annual Conference 2019. It also sponsored and participated in the VM World 2019 and 2018 event.
  • Action in the strategy that Virtustream uses is the strategic dissemination of analytical studies from research platforms like Forrester and Pathfinder to establish insights into the benefits of the services the company renders and how these services (multi-cloud solutions) complement the growth of businesses in the area of mission-critical applications.

Distribution Channels

Competitive Advantage

Strengths

  • Virtustream is a niche private cloud provider focused on SAP. The company offers patented resource management technology, offering an SLA of 99.999%. It is also able to focus on individual clients better due to its small size.

Weaknesses

  • The company is threatened by internal management issues and a shrinking footprint. It cannot be compared with hyper-cloud service providers like AWS due to the smaller infrastructure setup and fewer data centers available with the company.

Opportunities

  • Opportunity to serve Dell customers with end-to-end solutions can enable the company to test solutions and scale-up operations rapidly.
  • Virtustream should develop software stack solutions to manage multiple ecosystems across clouds.
  • Integrating both on-premises systems and off-premises cloud systems using a hybrid IT environment presents a growth opportunity for Virtustream.
  • The company should start offering bundling services like maintenance, migration, and upgrades with hosting.

Threats

Part
19
of twenty-four
Part
19

WHOA (1)

WHOA (often referred to in sources as WHOA.com) is a cloud-based cybersecurity and Infrastructure as a Service (IaaS) company. Below is a description of the overall business, estimated annual revenue and number of employees, their main product offerings, their number of clients, and key partnerships.

Description of Business


Annual Revenue


Number of Employees


Main Product Offerings


Number of Paying Clients


Key Business or Technology Partners

WHOA's technology stack (on which it spends an estimated $1.3 million) includes:

Other partners:


Research Strategy

The bulk of our research, particularly on those questions which pertained to WHOA's products and positioning in the market, came from careful study of WHOA's website and social media pages. However, both because not all criteria were answered on their website and because marketing copy and reality do not always intersect, we have also pulled information from repositories of corporate data, op-ed pieces, and other business and technology media sources to flesh out our findings.
Part
20
of twenty-four
Part
20

WHOA (2)

WHOA (often referred to in sources as WHOA.com) is a cloud-based cybersecurity and Infrastructure as a Service (IaaS) company. Below is an outline of company actions in the last two years, their value proposition, how they work with their clients, known customer segmentation, key innovations and IT developments, and an assessment of their likely distribution channels.

Changes in the Last 1-2 Years

Acquisition activity:
  • April 25, 2018: WHOA acquired Platinum Systems, a managed services provider for IT support, for an undisclosed amount.
  • January 1, 2018: WHOA acquired Hipskind Technology Solutions Group, an IT solutions provider, for an undisclosed amount.
  • Both of the above continue to operate as DBAs under the "WHOA Networks Inc." brand.

Recent Hires:

  • February 2, 2018 (date taken from source code timestamp): WHOA hired Steve Roth, former head of digital sales for Hewlett-Packard, as their Chief Revenue Officer.
  • November 14, 2017: WHOA acquired John Cristly, former CISO and HIPAA Security Officer for Nova Southeastern University in Florida, as its CSIO.

Other:

  • October 4, 2017: WHOA's security platform was validated for PCI DSS 3.2 compliance.
  • July 20, 2017: WHOA replaced NetApp with Tintri as the provider of its storage solution.

Note that while technically outside of the 24-month window, these seemed significant enough to include.

Value Proposition


How They Work With Their Customers


Customer Segment

Complete customer segmentation, like the number of paying customers, is not publicly available. However, based on web traffic, we triangulate their segmentation by country as follows:

  • United States — 45%
  • India — 13%
  • Mexico — 6%
  • Lebanon — 6%
  • Romania — 6%
  • Other — 24%

The company also appears to segment its customers by tiers:

  • Bronze, for small businesses
  • Silver, for medium businesses
  • Gold, for large businesses
  • Platinum, for enterprise businesses
  • However, these tiers appear to be ala carte (e.g., it seems that a client could be at the bronze tier for one service and gold tier for another), so it's not certain to what extent they affect WHOA's internal customer segmentation.

Key Innovations / IT Developments

  • WHOA's key innovation is its patent-pending (at the time of the article) Threat Observation Platform (TOP). This platform includes:
    • Integration into WHOA's user portal, providing a seamless experience for end-users
    • The ability to "access infrastructure performance and security activities in real time"
    • Transparency for clients into WHOA's intrusion detection and prevention solutions
  • CEO Mark Amarant claims that WHOA's "Cyber Secure Cloud Platform is the only cloud that combines an enterprise-grade architecture featuring multiple Tier IV data centers and a security configuration with intrusion detection and intrusion prevention services."
  • Apart from this (WHOA's "innovation" page is an empty placeholder), the company appears to sell itself on the integration of its cloud services with top-of-the-line security consulting rather than on having uniquely innovative products.

Distribution Channels

  • Neither WHOA's leadership team page nor the available people profiles on LinkedIn indicate that WHOA has a marketing team.
  • Steve Roth, WHOA's Chief Revenue Officer, "has led winning sales and operations teams for more than 30 years, building and managing large, high-growth technology sales organizations."
  • Taken together, this suggests what WHOA's main distribution channel is direct sales.

Research Strategy

The bulk of our research, particularly on those questions which pertained to WHOA's products and positioning in the market, came from careful study of WHOA's website and social media pages. However, both because not all criteria were answered on their website and because marketing copy and reality do not always intersect, we have also pulled information from repositories of corporate data, op-ed pieces, and other business and technology media sources to flesh out our findings.
Part
21
of twenty-four
Part
21

WHOA (3)

WHOA (often referred to in sources as WHOA.com) is a cloud-based cybersecurity and Infrastructure as a Service (IaaS) company. Below are known details about their cost structure, their revenue stream, their pricing models, their customer list, and target industries. Note that much of the requested data was not readily available in the public domain and in some cases we have made reasonable extrapolations from the available data points.

Company Cost Structure

  • As WHOA is a private, for-profit company, it is not required to, nor has it elected to, publish any of its cost structure.
  • However, Crunchbase estimates that WHOA spends $1.3 million on its IT infrastructure.

Revenue Stream

  • We infer from its tiered pricing model that WHOA predominantly draws on a subscription-based recurring revenue stream, but due to the lack of visibility into its pricing, we are uncertain to what extent they also draw on revenue from individual transactions, e.g., one-time setup or on-site consulting fees.

Pricing Model

  • Each of WHOA's services is divided into distinct tiers:
    • Bronze, for small businesses
    • Silver, for medium businesses
    • Gold, for large businesses
    • Platinum, for enterprise businesses
  • However, no product publishes pricing information on its respective page and interested parties are redirected to a quote request page. We, therefore, infer that WOAH desires to keep its pricing flexible and subject to negotiation, e.g., enabling them to offer discounts to strategic clients.

List of Customers

WHOA does not publicize its partners; every link in the "Partners" sub-menu reroutes back to its"Partner Reseller Program" page. However, some limited information is available from third parties, though some are older sources and we are uncertain as to the current status of their contracts.
  • One press release from 2015 names Equinix as a WHOA client.
  • Another from 2014 names Channel Partners as a client.
  • A blog post by partner company Cohesity lists the "Salvation Army USA Central Territory" and an unnamed "Midwest medical school," a "manufactured housing communities operator," and a "Midwest managed service provider" among WHOA's clients.

Target Industries

  • WHOA does not seem to have a particular industry set in mind in most of its copy; e.g., it markets its Managed Cloud solution "to industries that need a worry-free server environment that is secure and scalable," providing no examples of which industries might need this product.
  • However, the company does particularly target regulated industries with compliance packages, such as PCI compliance for those processing credit cards and HIPAA compliance for healthcare organizations.

Research Strategy

The bulk of our research, particularly on those questions which pertained to WHOA's products and positioning in the market, came from careful study of WHOA's website and social media pages. However, both because not all criteria were answered on their website and because marketing copy and reality do not always intersect, we have also pulled information from repositories of corporate data, op-ed pieces, and other business and technology media sources to flesh out our findings.
Part
22
of twenty-four
Part
22

WHOA (4)

Founded about 25 years ago, WHOA offers an enterprise cloud platform that includes security configuration. The company's online marketing strategies include its blog, Ebooks, and social media. Its offline marketing strategies include partnerships and sponsorship.

Competitive Advantages

  • WHOA offers the only cloud platform that puts together an enterprise-grade architecture, which features a security configuration, and several Tier IV data centers. Its security configuration has intrusion prevention and detection services.
  • For cloud-enabled solutions, its cloud infrastructure features certifications like ISO 27001 and HIPPA compliance, among others.
  • Compared to competitors, WHOA's platform allows customers to download reports which include any cyber threats the company has, threat origination by IP address, threat severity, and the number of the threats it blocked. These reports can be downloaded anytime. The platform automatically generates and provides a weekly threat Summary.
  • The company offers customers full visibility and transparency. These customers can see real time threats that the Threat Observation platform is blocking or has blocked.
  • WHOA has been in the industry for over two decades, giving it an upper hand in the cybersecurity space.

Online Marketing Strategy

  • WHOA is active on LinkedIn, Facebook, and Twitter. The company uses these social media platforms as marketing tools.
  • The company mirrors its content across all three platforms. A lot of WHOA's posts are about how the services it provides can help different organizations in distinct ways.
  • In a November 19 post, the company mentioned that its cyber threat assessment service "continuously records & captures unfiltered endpoint data so that [its] #SOC team can hunt threats in real time & visualize the complete attack kill chain. #CloudSolutions."
  • On its social media platforms, WHOA also offers general data on companies struggling with data and cybersecurity. A November 4th post highlighted that "76% of companies experience an outage each year & even worse, 40% of them go out of business if they cannot access their data with-in 24 hours!"
  • The company has a blog that it updates regularly. WHOA publishes articles with long-tail keywords and enticing titles, among other qualities, that help with search engine optimization. The company builds strong relationships with its target audience through this blog.
  • WHOA also publishes Ebooks on cloud computing and cybersecurity. On October 30th, it announced the release of an Ebook that discusses how responding to modern threats now requires a "layered approach to cloud security."

Offline Marketing Strategy

  • WHOA's main offline marketing strategy is partnerships. Some of the company's partners include GMP and X4 Solutions.
  • The company sponsors and attends IT conferences and tradeshows as well. It was a platinum sponsor of events like the ITEXPO and the Cloud4SMB Expo. WHOA is an executive sponsor of the Channel Partners Conference & Expo.
  • WHOA hosted the South Florida Corporate Security Symposium held on August 22, 2017. The event had more than 200 professionals in the private and public sectors. It was facilitated by the Federal Bureau of Investigation and the Department of Homeland Security, among other reputable organizations. WHOA was able to showcase what it can offer to these professionals and leaders.
Part
23
of twenty-four
Part
23

WHOA SWOT

In an interview, Mark Amarant — CEO at WHOA — opined that the increasing need for cybersecurity in business, an exponential rise in cyber attacks, and a rising demand for secure cloud services present opportunities for the company to grow. However, Mr. Mark hinted that retaining top employees is a challenge for the company which is caused by a dearth of cybersecurity professionals.

Strengths

  • WHOA has offices in five states in the U.S. The company offers cloud service and cybersecurity service solutions to its customers. Although WHOA was founded in 2013, the company has an estimated annual revenue of about $10.5 million with 55 employees.
  • In 2018, WHOA completed two acquisitions that reflect the progress of the company. Hipskind Technology Solutions Group and Platinum Systems are the two companies acquired by WHOA.
  • Following the acquisition of both companies, WHOA has expanded its offerings from secure cloud and enterprise technology solutions to include Hipskind Technology Solution Group's end-to-end IT solutions and Platinum Systems' "managed services for cloud and cloud backup" solutions.
  • Although WHOA has only four reviews on Glassdoor, it has a 5 out of possible 5 ratings from current and past employees of the company which shows the company's good employee experience and overall job satisfaction.
  • WHOA is ISO 27001 and HIPAA compliant, and also has PCI 3.1 certifications for providing secured cloud services with integrated security.
  • WHOA was listed by The Silicon Review as one of the top 10 fastest growing cloud computing companies in 2017.

Weaknesses

  • According to estimations from third-party sources, WHOA's estimated revenue has declined over the past three quarters dropping from $15.2 million in the second quarter of 2019, to $11.4 million in the third quarter of 2019 and then $10.5 million in the fourth quarter of 2019.
  • With offices in Florida, Texas, Illinois, Wisconsin, and Missouri, WHOA does not have an international office despite only 45% of its monthly website visits emanating from the U.S. This means that more than half of its website traffic is generated from outside the U.S.
  • WHOA has a weak social media presence with 568 followers on Twitter and 496 followers on Facebook.
  • The company has not received any funding from investors to grow its business.

Opportunities

  • In an interview with The Silicon Review, Mr. Mark opined that the increasing need for cybersecurity in business which increases the need to store and secure data, as well as an exponential rise in cyber attacks as a result of more devices joining the internet with IoT will open more business opportunities for the company.
  • Mr. Mark also hinted that the rising demand for secure cloud services also poses an opportunity for the company to grow.
  • He also added that the company is looking to add international locations to expand its global reach.
  • In cybersecurity, there is an opportunity for WHOA to boost its business offering by adopting technologies such as AI, ML, and blockchain for cyber defense.
  • WHOA operates in the cloud service industry which is projected to grow at a strong CAGR of 12.9% up to 2023. The growth will be driven by the "increasing adoption of the Internet of Things, rising penetration of e-commerce, and the development of smart cities". This is an opportunity for the company to grow its business and market share.
  • South America and Asia-Pacific regions are the fastest-growing markets for cloud services with a CAGR of 28.0% and 20.7% respectively. Therefore, there is an opportunity for WHOA to expand its footprints and explore these emerging markets.
  • WHOA offers cybersecurity solutions. Industry experts have projected the global cybersecurity market to rise at a CAGR of 10.2% up to 2023. The growth will be driven by a rise in the occurrences and sophistication of cyber attacks. As such, opportunity abounds for WHOA to grow its business.
  • Furthermore, due to GDPR compliance, the European market is predicted to be the largest market for cybersecurity after North America. APAC market is also projected to grow as a result of factors such as "rapid economic development, increased sophistication of cyber attacks, cloud-based solutions, globalization and massive penetration of smartphones and internet across consumers and business segments". This is an opportunity for WHOA to grow its business beyond the U.S. and explore emerging markets.

Threats

  • The cloud service industry is fairly concentrated with a few major players such as Microsoft, Amazon, IBM, Google, and others commanding a significant share of the market. Large enterprises in the industry pose a significant threat to WHOA.
  • In the cloud service industry, factors such as "data localization, rising interest rates, and reductions in free trade" are perceived threats that could hamper the company's growth.
  • In the cybersecurity market, factors such as piracy and the use of open-source cybersecurity solutions could hinder the growth of companies in this industry.
  • Finally, Mr. Mark hinted that one of the threats/challenges faced by the company is retaining top employees. A dearth of cybersecurity professionals poses a significant threat to companies in the industry including WHOA.
Part
24
of twenty-four
Part
24

WHOA Executive Summary

WHOA is a cloud-based cybersecurity company whose strategy has not been the development of technology but rather the integration, transparency, and executive-level support, which provides companies with a turnkey solution and peace of mind.

Executive Summary

Figures

  • WHOA's annual revenue is estimated in the range of $5.7 to $10 million. They have a tiered pricing model, and a subscription-based model most likely generates their revenue.
  • Estimates place the number of employees at 55.
  • Current customer base is estimated at between 150-200. Web traffic shows that 45% of the visitors to their website are from the US.

Partners

Recent Changes

Value Proposition and Competitive Advantage

Customers

  • WHOA appears to target companies with compliance requirements, specifically HIPPA and PCi 3.1. They have no discernible marketing staff. They post to social media regularly and sponsor and exhibit at IT conferences.
  • Some sources that have been published in the last three to four years indicate customers for WHOA are Equinix, Channel Partners, Salvation Army, and a Midwestern medical school, a manufactured housing community operator, and Midwest managed service provider.

SWOT

  • WHOA has recently been listed as one of the top ten fastest-growing cloud computing companies.
  • Third-party sources have estimated that revenue has dropped in each of the last three quarters. It has also not received any funding from investors.
  • WHOA operates in the cloud service industry which is projected to grow at a robust CAGR of 12.9% up to 2023
  • Although WHOA is rated 5 out of 5 on Glassdoor, there is a shortage of cybersecurity professionals. Finding skilled staff may be their biggest threat.
Sources
Sources

From Part 06
From Part 07
From Part 13
From Part 14
Quotes
  • "expertise and managed service offerings"
  • "business objectives, security, and management challenges."
  • "multicloud solutions for mission-critical applications."
Quotes
  • "optimise existing cloud assets, carry out compliance audits, test disaster recovery tech, scan for vulnerabilities – do pretty much anything that can be outsourced."
Quotes
  • "increase functionality, automation, speed-to-deployment, and customer choice in the healthcare industry."
  • "greatly simplify the deployment and migration of EHR systems hosted in the Virtustream Healthcare Cloud."
  • "use of VMware Horizon for secure and flexible application access."
  • "commercial Virtustream Enterprise Cloud nodes in North America and EMEA and a broader portfolio of private connectivity options building on existing IPSEC VPN, MPLS, and AT&T NetBond (selected markets) solutions"
Quotes
  • "Novant Health to be in production with Virtustream in just hours."
  • "other future modernization efforts and system enhancements."
Quotes
  • "all technical or functional aspects of service delivery, interacting daily with one or multiple Virtustream Enterprise Class Cloud clients, and providing centralized coordination of all remediation efforts."
Quotes
  • "one-stop-shop for partners and customers alike, spanning servers and storage, to compute and security."
  • "be purchased in select countries through Dell Technologies."
Quotes
  • "major update of the Virtustream Healthcare Cloud designed to greatly simplify the planning, deployment and migration of electronic health-care records (EHR) systems hosted in the cloud."
Quotes
  • "improvements to the deal registration process, speed to quote, and speed to pay."
  • "sell Dell's portfolio of strategically-aligned business, comprising Dell EMC, Pivotal, RSA, Secureworks, Virtustream, and VMware."
  • "selling products from different parts of the business"
Quotes
  • "cloud computing management software and infrastructure"
From Part 15
Quotes
  • "cloud computing management software and infrastructure."
Quotes
  • "Virtustream's xStream™ cloud management platform (CMP) software and Infrastructure-as-a-Service (IaaS)."
Quotes
  • "the common practice by software vendors and service providers"
Quotes
  • "the company’s patented innovative cloud resource management technology."
  • "kilowatt consumption metric is used to calculate the home utility bill, measuring actual consumption of computing, memory, network, and storage resources."
From Part 16
From Part 18