The document provides an overview of SMB trends in the United States. Key points include: - SMBs contribute 42% to US GDP and generate $2.1 trillion in revenue annually. Medium sized firms with 20-499 employees generate a disproportionate 66% of total SMB revenue. - Southern US states like Florida, Texas and Georgia constitute over 1/3 of total US SMB activity in terms of number, employment and revenue. - The SMB IT market represents a $260 billion opportunity, with software and services expected to see strong growth at the expense of declining hardware spending. - Cloud computing is emerging as a core focus area for SMB IT investments, with spending expected to reach $32 billion by

1. SMB Landscape of
The United States of
America
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outside the client organization without prior written approval from Zinnov

2. Agenda
1
U.S. SMBs: Key Business Trends
2
U.S. SMBs: Key IT Trends
2

3. Summary: Key Business Trends
42% contribution to GDP; $2.1 trillion revenue
generated by SMBs
1
Massive Contribution to the U.S. Economy
2
SMBs Dominate Services Sector in
Terms of Revenue and Employment
Retail, HealthCare, Prof. Svcs.1, Food & Construction
constitute ~60% SMB revenue & employment
3
Southern U.S. States Emerge as the
Hub of SMB Concentration
South U.S. states – led by Florida, Texas, Georgia
– constitute more than 1/3rd of U.S. SMB activity
4
Significant Export Potential with Emerging
Markets
5
Health of the U.S. SMBs Affected by
Cash Flow Issues
6
SMBs Instrumental in Driving the
Economic Recovery
Increasing the SMB exports by value by 1.8X
would generate additional ~$350B
•~26% U.S. SMBs shut down in 2011
•Only about Half of the SMBs survive for 5 years
SMBs to grow $575B additional revenue and
employ ~23M additional people by 2020
*Prof. svcs. include scientific research, architecture, engineering, law, accountancy, advertising, MR, and consulting
3

4. 1
SMBs Make a Sizeable Contribution to the U.S.
Economy
No. of SMBs
28M
Total SMB Base
2%
~0.6M
99.7%
Of all U.S. Enterprises
$2.1T
42%
6%
~1.6M
Revenue from SMBs
Contribution to U.S. GDP1
~50%
Revenue
92%
~25.6M
66%
Medium $1.4T
Medium
(20-499)
(20-199)
Small (5-19)
Small (5-19)
Micro (1-4)
Micro (0-4)
24%
$0.5T
11%
$0.2T
Contribution to total Employment
India
US
Australia
China
Contribution to
GDP
Very High
Very High
Medium
Low
Contribution to
Employment
Medium
Very High
Very High
Medium
Medium sized firms –
constituting only 2% of SMBs
(~0.6M) – generates a massive
2/3rd of SMB revenue (~1.4T)
*Relative ratings
Note: 1Contribution to GDP represents Non-agricultural GDP
Source:
U.S. Small Business Administration (SBA) data; U.S. Census Bureau
4

5. 2
U.S. SMB Market is Fragmented Across Verticals
Retail &
Wholesale
Professi
onal
Services
Construct
ion
Health
Care
1
Food &
Accommo
dation
Services
Manufact
uring
Others2
% No. of SMBs
17%
13%
12%
11%
8%
4%
35%
% SMB
Employment
16%
8%
8%
15%
12%
9%
32%
% SMB Revenue
15%
14%
10%
15%
5%
10%
31%
Contribution of
SMBs in Total
Sector Revenue
47%
53%
79%
42%
Services
Manufacturing
89%
10%
1%
% SMB
Employment
90%
9%
1%
39%
-
Retail & HealthCare make up
~30% of SMB revenue &
employment
SMBs dominate enterprises in
Construction, Food &
Accommodation & Professional
Services in revenue terms
Agriculture,
Mining
% SMB
Revenue
55%
Retail, Professional Services,
Construction & HealthCare
forms more than 50% of SMBs
U.S. SMBs dominate Services sector both in
terms of revenue and employment
1Professional services
2Others include
Source:
include scientific research, architecture, engineering, law, accountancy, advertising, MR, and consulting;
Agriculture, Mining, Utilities, Transport, Information, Finance, Real Estate, Education, Arts, and Entertainment
U.S. Small Business Administration (SBA) data; U.S. Census Bureau
5

6. 3
Southern U.S. States Constitute over One-Third of
Overall SMB Activity
No. of SMBs Employment Revenue
West U.S. States:
WA-Washington; OR-Oregon; CA-California;
ID-Idaho; NV-Nevada; UT-Utah; AZ-Arizona;
MT-Montana; WY-Wyoming; CO-Colorado;
NM-New Mexico
West U.S. (W)
24%
23%
23%
Total 7M SMBs
Midwest U.S. (MW)
22%
23%
22%
Total 6M SMBs
Northeast U.S. (NE)
20%
20%
23%
Total 6M SMBs
Top 3 West U.S. States
South U.S. (S)
35%
34%
32%
Total 10M SMBs
Northeast U.S. States:
ME- Maines; VT- Vermont; NY- New York; PAPennsylvania; NH- New Hampshire; MAMassachusetts; RI- Rhode Island; CTConnecticut; NJ- New Jersey
Top 3 NE U.S. States
*all figures expressed as % of total
16% total no. of SMBs
15% total employment
17% total revenue
California, Washington,
Colorado
NE
MW
W
15% total no. of SMBs
14% total employment
16% total revenue
New York, Pennsylvania,
New jersey
Top 3 South U.S. States
Top 3 Midwest U.S. States
10% total no. of SMBs
11% total employment
11% total revenue
S
17% total no. of SMBs
15% total employment
15% total revenue
Florida, Texas, Georgia
Illinois, Ohio, Michigan
Mid-West U.S. States:
ND-North Dakota; SD-South Dakota; NENebraska; KS-Kansas; MN-Minnesota; IAIowa; MO-Missouri; WI-Wisconsin; IL-Illinois;
Mi-Michigan; IN-Indiana; OH-Ohio
New York (in NE U.S.) and California (in
West U.S.) alone constitute ~20% of total
SMBs, employment and revenue
Note: Above classification done according to U.S. Census Bureau
Source:
U.S. Small Business Administration (SBA) data; U.S. Census Bureau
South U.S. States:
OK- Oklahoma; TX- Texas; AR- Arkansas; LALouisiana; KY- Kentucky; TN- Tennessee; MSMississippi; AL- Alabama; GA- Georgia; WVWest Virginia; VA- Virginia; NC- North
Carolina; SC- South Carolina; FL- Florida; DEDelaware; MD- Maryland; DC- District of
Columbia
6

7. 4
Significant SMB Export Potential Can be Realized by
Increasing Focus on Emerging Markets
SMB Contribution to Exports
U.S.
EU
Challenges with U.S. SMB Exports
1
Limited Global Reach & Visibility
% Businesses Exporting*
98%
99.8%
~60% SMB exporters posted sales to only one
foreign market (mostly to Canada, Mexico, UK)
% Revenue from Exports
33%
58%
Only 5% SMBs export to India and 5% to Brazil,
compared to ~40% to Canada
Ratio
3:1
1.7:1
2
SMBs exporting to BRIC
25%
40%
U.S. SMBs had little success exporting to
the lucrative BRIC nations
Lack of Export Initiatives by Govt.
85% SMB exports are dependent on U.S. Govt.
to circumvent trade barriers and open foreign
markets
Majority SMBs feel the govt. should negotiate
additional trade agreements and help with
market access (esp. for India & China)
Lack of Trade Agreements in place
Lack of Knowledge of potential export markets
due to limited SMB resources
Language and Cultural Barriers to export esp. in
case of India and China
SMB’s Export Value can increase 1.8X
to reach EU levels…
…Potential revenue upside of $350 Bn
*SMBs exporting as a % of all enterprises
Source:
U.S. International Trade Administration report; SBA Fact Sheet 2012 Germany (EU); USITC SME reports
7

8. 5
Cash Flow Issues Trigger a High SMB Mortality Due to
Non-Supportive Banks and Government Policies…
26%
U.S. SMBs shut down in 20111
Only about Half U.S. SMBs are able to survive for 5 years
Cash Flow Issues due to Strict
Credit Norms post down time
SMB Growth
Challenges
1
2
3
Non-supportive Government
Policies drain out SMB funds
Employment Issues and
Shortage of Skilled Labor
61% SMBs feel U.S. economy affected their business negatively in 2011
32% cite budget constraints as major hurdle in their growth plans
3% decline in the total value of SMB loans in 2012
More than 70% SMBs feel Banks are averse to lending to SMBs
73% SMBs feel federal government is a hindrance to their business
40% feel no organization setup for SMBs (like SBA etc) are helpful
Fiscal cliff policy2 (tax hikes and budget cuts), and compulsory
Health Care insurance3 for employees will further dry up SMB funds
42% SMBs feel U.S. economy impacted 2012 hiring plans negatively
65% SMBs don’t plan to hire more in 2012
~30% SMBs who intend to hire feel availability of skilled labor as
a major barrier (for instance, hi-skill labor is required in manufacturing)
Note: 1includes SMB closings plus bankruptcies; 2implemented since Jan 1, 2013; 3 to be implemented starting Jan 1, 2014
Source:
Yodle Small Business Sentiment survey; NBC News; U.S. SBA data; Zoomerang SMB perspectives
8

9. 6
…But SMBs are Set to Act as Job & Revenue Generators
and Drive the U.S. Recovery Post-downtime
Employment
Revenue
Generation
SMBs are set to grow ~$575B in Revenue and Add
~23M employees by 2020
2010
2015
$2.1T
2020
$2.4T
$2.7T
2010
2020
55M
78M
Note: 2015 and 2020 figures are based on Zinnov Projections using historic growth figures and future estimates
Source:
Bureau of Labor Statistics (BLS) Occupational Handbook; U.S. SBA data; U.S. Census Bureau; Zinnov Analysis
9

10. Agenda
1
U.S. SMBs: Key Business Trends
2
U.S. SMBs: Key IT Trends
10

11. Summary: Key IT Trends
1
SMBs have a Remarkable Level of
Technology Infrastructure
2
Massive Addressable IT Opportunity
for U.S. SMBs
~$260 billion (~90% incremental growth) is the
total Addressable IT Opportunity for SMBs
3
Software & Services Show Impressive
Growth at the Expense of Hardware
Investments in Mobility, SaaS, and Security is
driving Software & Services
4
Cloud Set to be the Core Focus Area
for SMB IT Investments
Instant Collaboration, Hosted Infrastructure,
Security & Storage poised to grow
5
IT Vendors are Resorting to Unique Business
Models to Attract SMB Customers
~90% SMBs have internet with broadband
Vendors are offering bundled services and forging
strategic alliances to enhance value
11

12. 1
U.S. SMBs show a Remarkable Level of Infrastructure
Readiness
Overall U.S.
79%
Flat, no
growth
over 2011
90%
25M
Broadband
Penetration1
38%
~100M
90%
23M
PC
Ownership
93%
~10%
plunge
85%
24M
Smartphone
Ownership
55%
~170M
90%
25M
22%
YoY 46% rise
in tablet
shipments
65%
18M
Internet
Penetration
Technology Infrastructure
U.S. SMBs
Tablet
Ownership
Internet infrastructure
is strong for U.S.
SMBs
Smartphones &
Tablets cannibalizing
PC sales
1Broadband
penetration as a % of internet users
Source:
AT&T’s SMB Report; NPD Connected Intelligence; Gartner estimates; Forrester estimates; SBA figures
12

13. 2
Huge Addressable Opportunity for IT Adoption by U.S.
SMBs
U.S. SMBs
Overall ICT
Spend
U.S. SMBs already
spend more on IT
compared to Telecom
$265B
53%
IT Spend
SMB’s spending in IT
would further increase
in future
6-8%
$140B
Telecom
Spend
Cloud & Mobility are driving IT
investments
47%
Includes Internet
spend
$125B
3-6%
Future Growth
Telecom spend is already
tapering off & shifting towards IT
Addressable SMB Opportunity
~$9,400
Average SMB IT Spend
(2013)
Source:
28M SMBs
$263B
SMB Total Addressable
IT Opportunity
IDC estimates; TechAisle Research; Gartner estimates; Zinnov analysis
~88%
Incremental
Growth
over $140B
13

14. 3
Software & Services Related Market Set to Grow at the
Expense of Hardware Spend
Current Spend
SMB IT
Spend
Areas
65%
Hardware
Mobile Apps important for SMBs on the go
1
60% YoY growth in SMB use of SaaS (2013 over 2012)
3 Mobility/Cloud would drive spend on Security
~50% SMBs intend to spend on security solutions
$5.6B is the intended SMB spend on security in 2015
Source:
Shift from PCs to Mobiles and Tablets
90% SMB Smartphone penetration
65% SMB Tablet penetration
efficiency and saved time
Shift from CAPEX to OPEX would drive SaaS
< 0%
Hardware Growth Inhibitors
~45% SMBs want more access to documents remotely
80% SMBs feel mobile solutions helped improve their
2
~10%
35%
Software & Services
Software & Services Growth Drivers
1
Future Growth
2
Shift from On-Premise to cost effective Cloud
40% SMBs intend to shift from on-premise to IaaS servers
by 2016
Mature SMB’s increased spending on Mobile
Apps, SaaS and Server Virtualization is
cannibalizing Hardware Spend
IDC Estimates; AT&T’s SMB Report; Parallels U.S. Cloud Report, 2013; IDC Security Report
14

15. 4
Cloud Emerging as Core Focus Area for SMB IT
Investments
70%
$19B
13%
U.S. SMB Cloud spend as a %
of Total SMB IT Spend
19%
2013 U.S. SMB Cloud market
Expected Growth in Cloud
market by 2016 ($32B)
Expected increase in SMB’s
Cloud adoption by 2016
Reduce CAPEX and enhance affordability
Key
Reasons
Increase IT Reliability
Provide accessibility in mobile environment
SMB’s Cloud Purchase Preference
68%
SMBs prefer to buy Cloud Services as
a part of “discounted” ICT Bundle
When buying a Bundle, SMBs see internet as
the lead service to anchor the bundle
75%
SMBs prefer the current Internet
access providers for Cloud Services
Though 60% would switch to another provider if
cloud services are not properly supported
Source:
Cloud Service Provider Selection Criteria
44%
SMBs quote Reliability of Service (Egno downtime) as the most important
criteria
41%
SMBs see Quality of Service (Eg- speed
of service transactions) as a criteria
31%
SMBs consider Security – Network,
Data, and Information important
Parallels U.S. SMBs Cloud Report, 2013; Cisco U.S. SMB Cloud Watch; Zinnov Analysis
15

16. 4
Instant Collaboration, Hosted Infrastructure, Security &
Storage are Expected to Drive Cloud Growth
$6.8B
$6.5B
U.S. SMB SaaS Market (2013)
60%
2X
YoY growth over 2012
10%
YoY growth over 2012
Growth in SaaS market by 2016
14%
CAGR till 2016
SaaS Growth Drivers
1
U.S. SMB IaaS Market (2013)
Instant Collaboration for SMBs on the go
IaaS Growth Drivers
1
Hosted Servers to shift from CAPEX to OPEX
~40% U.S. SMBs use instant collaboration software currently
30% new Hosted Servers to be added by SMBs by 2016
21% SMBs expected to adopt by 2014
40% SMBs to shift from in-house to hosted servers by 2016
2 Mobile SMBs to increasingly adopt File Sharing
2
Security increasingly gaining Prominence
37% U.S. SMBs currently use SaaS file sharing on the go
45% SMBs plan to add Security for hosted infrastructure
18% additional SMBs to adopt file sharing by 2014
50% SMBs cite security as a major concern in move to cloud
3 Cloud based Accounting to optimize cash flows
3
Storage driven by Optimization of utilization
31% U.S. SMBs currently use SaaS Accounting
25% SMBs use storage and backup as add-ons for IaaS
21% additional SMBs will adopt Accounting by 2014
More than 50% SMBs plan to add Backup for their IaaS
Source:
Parallels U.S. SMBs Cloud Report, 2013; Cisco U.S. SMB Cloud Watch; Zinnov Analysis
16

17. 5
IT Vendors are Exploring Unique Strategies to Tap the
Market Potential
A
B
Forge Strategic
Acquisitions &
Partnerships
Providing Bundled
ICT Services
Target
U.S. SMB Market
Building Extensive
Partner Network
Easy IT Financing &
Leasing Options
C
Innovative Partner
Programs & Incentives
D
E
17

18. 5
A
Vendors are Attracting SMBs by Bundling ICT Services
to Provide End-to-End Solutions & Enhance Efficiency
~40% U.S. SMBs prefer to buy services as a
part of an ICT Bundle rather than from
multiple vendors
Key
Reasons
Common software framework ensures Superior
Network Performance & Enhanced Efficiency
Ease of Installation, Use, and Management
Internet
access
Accounting
services
Analytics /
Storage
Landline
Voice
ICT Bundled
Services
CRM
services
Security
services
IaaS / SaaS
Lower Total Cost of Ownership
Vendors offer Unique Bundles for SMBs
Cisco offers Networking Bundles
(Flex & Cross-Technology) to SMBs
Cisco Partners can offer a higher value
proposition to SMBs vis-à-vis competitors
Cisco Rewards Program provides
incentives to Partners selling Bundles
HP Total Care Portfolio provided
SMB Bundles for Security, Storage, and
Networking solutions (in 2009)
Vendors partner other Players for Bundles
HP SMB IT in a Box bundles HP’s SMB
PCs and Printers with Google Apps
Cisco partnered with Plantronics to
provide a UC bundle1
Dell has integrated Salesforce.com’s
CRM with Microsoft Dynamics and
Intuit Quickbooks for SMB Cloud
Microsoft & Verizon (Voice
& Internet) launched a UC bundle1
Note: 1UC: Unified Communication;
Source:
Cisco U.S. SMB Cloud Survey; ZDNet articles; ChannelInsider articles; CRN News; Zinnov Analysis
18

19. 5
B
Vendors are Undergoing Acquisitions & Forging
Partnerships to Provide Solutions in the SMB Space
Vendors have been very active in undergoing acquisitions and partnerships for SMB solutions
Intuit recently partnered mobile
payment firm Square in an API deal
Intuit integrated its Quickbooks accounting
software with Square’s point-of-sale products
to allow SMBs to feed mobile payment data
automatically into their financial books
Intuit’s Small Business Group acquired
Demandforce, a SaaS Marketing firm for
$425M in 2012
The acquisition allowed Intuit to add
marketing and communication tools to its
existing Cloud offerings aimed at SMBs
Intuit had also acquired Homestead , a
Website hosting firm for SMBs, for $170M
few years back
Source:
IBM’s Cast Iron partnered with ADP’s
TAXServices in 2010 for SaaS-based Tax
Filings for SMBs
IBM had earlier acquired Cast Iron
Systems to bolster its cloud-based data
integration capabilities
Google partnered with Intuit & Local
Governments for the U.S. Get Your
Businesses Online (GYBO)
GYBO provides SMBs free hosting for
1 year, free domain name, and access
to Intuit’s website builder
The initiative got ~300,000 SMBs
online since 2011, and increased
customer base of Google & Intuit
Intuit website; Google website (GYBO); TechCrunch article; InfornationWeek; Zinnov Analysis
19

20. 5
C
Vendors are Offering Easy IT Financing and Leasing
Options to Ease Cash Flow Burden of SMBs
SMBs want to Reduce CAPEX and
Enhance ROI
Banks & Brokers provide tougher
credit terms to SMBs
Shift from Purchasing
to Vendor Financing
and Leasing
Vendors push SMBs towards
product adoption
Leasing helps SMBs update their
obsolete IT infrastructure
Vendors have Stepped up 0% Financing Incentives
HP Financial Services offers 0%, 12month lease with $1 purchase Or 0%, 36month lease on HP equipment up to
$250,000
Recently, HP launched Extended Finance
Program for partners with 0%, 60-day
repayment period
In 2010, Cisco Capital in alliance with GE
Capital allowed SMBs to lease hardware,
software, bundled services & maintenance
for 0%, 36 months and own it after that
Source:
IBM Global Finance is pumping $4B for
In 2011, IBM launched custom Cloud,
Analytics & Security offerings for SMBs
financed by payments as low as $5 /user
/month for 100 users (over 36 months)
SMBs aimed at Cloud & Analytics offerings
for 1-yr, no down payment and 0% interest
Available for both IBM and non-IBM
products
IBM’s similar financing of $1B in 2011 bought
6,800 SMBs on-board
HP website; Cisco website; CRN News; Ciol articles; ChannelNomics; IBM Newsroom; Zinnov Analysis
20

21. 5
D
Vendors are Building Extensive Partner Networks to
Target SMB Market Potential
Indirect Channels facilitate more than 50% SMB Purchases
Vendors with deficient reseller
channels lose market share
Self-help does not work for SMBs
who need hand holding
SAP is building its Channel aggressively
to capture a bigger share of SMB Wallet
Local resellers help vendors
increase their Reach of SMBs
Vendors like Lenovo have successfully
exploited channels to gain SMB market
SAP’s Rapid Deployment Solutions (RDS)
to grow and enable its partner network to
serve SMBs more effectively (2012)
Partners generate majority of SAP’s 197,000
SMB base and ~35% SMB sales
its Channel partners aggressively rather
than direct selling
SAP is on-boarding partners to build microvertical solutions on Business One. EgOrchestra builds specialized SMB solutions
on Business One in beer & food industry
SAP Business One’s revenue grew 20% YoY
Source:
Lenovo has been engaging and enabling
Lenovo overtook Dell to attain No.2 spot in
Lenovo saw a 30% increase in partners in North
America
U.S. PC sales
Verizon has consolidated its partner
initiatives with Verizon Partner Program to
enable resellers to deliver to SMBs with
more flexibility and short sales cycle (2013)
SAP website; CRN News; ChannelNomics; IBM Newsroom; Zinnov Analysis
21

22. 5
E
Vendors are Resorting to Innovative Partner Programs
and Incentives to On-Board Partners and Push SMB Sales
Innovative Partner
Programs & Incentives
Huge Commissions &
Bonus to push sales
Vendors have a host of Partner Programs &
Incentives targeted at SMB Cloud
Higher Reward Points
per deal closure
Vendors are evangelizing Partners through
Trainings and Free-Trials
MS Cloud Easy’s up to 38% commission
on referrals to Office 365 helped regain
lost customers
MS integrated Cloud Essentials and Cloud
Accelerate with MPN, making renewal for
MSPs faster and easier; Rewarded high
performing MSPs with sales incentives
Led to 15k partners joining in 1 week; ~100k
within 1 year in 2012
Lenovo offered partners & sales reps big
cash incentives of ~$10,000 /quarter &
SPIFFs based on deal closures for SMBs
Source:
Provide Trainings &
Free-Trials to partners
Lenovo website; CRN News; ChannelNomics; Zinnov Analysis
HP LIFE (Learning Initiative for
Entrepreneurs) trainings for SMBs around
HP solutions (such as HP servers, switches)
HP has invested ~$20M in 4 years; added 40
new training centers
MS SMB Cloud Champions Club offers SIs
trainings on Azure, ISVs 30 days free
Azure accounts, and also allows partners
access to MS events
Generated ~1,000 partner cloud wins in 6
months; 25% jump in MSPs in 1 month
22

23. Conclusion: How to Win in U.S. SMB Market ?
1
Targeted Focus on the Mature SMBs in the
Southern U.S. States*
2
Evangelize Cloud, Mobility and Security
Solutions for SMBs
3
Provide Bundled ICT Offerings to Enhance
Value for SMBs
4
Forge Strategic Alliances with Other Players to
Provide Solutions for SMBs
5
Build Partner Capacity through Innovative
Programs & Incentives
6
Address Cost Concerns of SMBs by Offering
Lucrative Schemes & Engagement Models
*Top contributing South U.S. include Florida, Texas, and Georgia
23

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