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Business Continuity Moves From Management to Access
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| Table 3-1: | Estimated Continuity Services Market in North America and Rest of World, 2000-2005 (Millions of U.S. Dollars) | ||
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Executive Summary [return to Table of Contents] The primary goal of business continuity (BC) planning and its related disciplines of disaster recovery (DR) is to increase the likelihood of a working production unit (a business, government office or other entity dependent upon IT) surviving a disaster. Gartner Dataquest provides basis via statistics and market information to delineate the size of the market and outline an important shift in this market's future. The particular opportunity for a hybridized new type of service which focuses on a combined value proposition between high-availability services and DR and BC offerings is dawning. Gartner Dataquest describes the market for DR and BC, exclusive of data storage products and services and software products and maintenance, and those high-availability services sold as product support agreements by vendors of IT. The global market is growing at a faster rate a compound annual growth rate (CAGR) of 14 percent than the North American region (11 percent CAGR), as IT buildup expands to more places globally, touching more IT consumers who need insulation from unreliable infrastructures among other local conditions. During a survey of IT managers, which Gartner Dataquest undertook during the winter of 2000, it was revealed that over 60 percent of businesses surveyed did not have a basic plan to mediate the effects of a disaster, should one occur. Gartner Dataquest believes future demand drivers for enhanced IT value delivery in the BC and DR space will require a change, one that is already begun, in the methods used to provide assurance against failure of IT infrastructure or, in lieu of that, minimization of the consequences of such a failure. Gartner Dataquest believes the IT services market is inexorably shifting from private, centralized managed data centers toward systems that provide value and economy through syndication of resources, in essence a utility, or "access" model. By providing access to utility rather than ownership, there are demands for highly available IT systems that will not drive the demand for traditional BC and DR. Many of the future offerings of the four companies highlighted by Gartner Dataquest reflect a connected, access-based approach to availability, in sharp contrast to earlier approaches, which were privately owned, perhaps outsource-managed, centrally located and with single points of failure. BC and DR practices are outlined in the Gartner document "E-Business Continuity: You've Come a Long Way Baby!" (COM-13-6392) and "The Changing Face of Business Continuity Services in the E-Economy" (HWSV-EU-DP-0001). Vendor offerings are beginning to reflect a trend to create more value around the specific needs of IP-connected commerce (e-commerce). The offerings emblematic of this new trend are the high-availability offerings of Hewlett-Packard, the e-sourcing offerings of SunGard and the Comdisco Web Availability Solutions. The growing market segments for IT availability-enhancing goods and services drive demand for services that diverge from previous practices this market provided. As an indicator, growth for software and hardware support services appears higher in these nontraditional BC/DR markets than in the market for traditional back-office systems. To respond to the higher growth in nontraditional markets, most BC and DR vendors are investing in capability to provide services and disaster recovery assets capable of dealing with the unique exposures of businesses operating real time because they are on the Web. Research Methodology [return to Table of Contents]In addition to the market size and other vendor data, Gartner Dataquest also surveyed four of the largest BC/DR service providers from the United States: IBM, HP, SunGard and Comdisco, and we outline their service portfolios. Gartner Dataquest describes the market for DR and BC, exclusive of data storage products and services and software products and maintenance, and those high-availability services sold as product support agreements by vendors of IT. The selection of these companies as focus vendors was indicated by customer surveys, long-standing participation in the marketplace, and the reach, breadth and depth of their offerings to the marketplace. These vendors have extensive reach and market penetration, and three of the four were involved in a key government contract for business continuity and recovery services in 1998. On 20 April of that year, the U.S. General Services Administration (GSA) awarded contracts to Comdisco Continuity Services, SunGard Recovery Services and IBM Business Recovery Services for governmentwide, disaster-recovery services. Essentially, the contracts specify the three vendors that will provide "hot site" services in the event of an emergency. The contracts were awarded as part of the GSA Federal Computer Acquisition Center's (FEDCAC) Computing and Communications Recovery Services program. The contract eventually instigated service contracts with more than 100 federal organizations. In addition to the three corporations named in the federal government's program, Hewlett-Packard is reviewed by Gartner Dataquest because of its expertise in the realm of high-availability processes and systems, its estimated revenue from services deriving from business continuity, and customer feedback from Gartner Dataquest surveys indicating the company is a top resource for many IT executives seeking assistance with business continuity and disaster recovery solutions. HP was also a bidder for parts of the Comdisco continuity and recovery business after that firm filed for Chapter 11 in July 2001. Continuity Services Companies and Representative Offerings [return to Table of Contents]The needs of customers facing prospects of business impact because of calamity are modeled by organizations, whose professional services offerings are detailed in following sections. (Note that all of these offerings provide services that are similar, although they may construct these offerings with different target audiences in mind.) Overview of Traditional BC/DR Service Offerings [return to Table of Contents]All of the vendors' offerings seek to evaluate and communicate the potential business risks of an unplanned interruption of work, and to control their impacts. The four BC and DR service vendors whose offerings are summarized manage projects that develop strategies for mitigating the consequences of business outages and work to obtain client senior management support for them. They first provide quantification of risk, through professional services that evaluate and analyze business exposure. Customers who agree with the findings of this objective analysis may purchase further outsourced services, managed operational (that is, system design, creation of system fail-over and load balancing) and access-based (syndicated remote data storage) IT-based offerings that fit the full spectrum of needs. The prospect or customer always has a choice of spending internally for these operations, but even in that case, the vendor of BC service may still play a role in organizing and documenting internal investments through consultation. Overlaying all procedures and equipment needs are strong prescribed organizational guidelines that form internal and external communications protocols (both human-to-human communications and data communications) in the face of a business cessation. The customer enterprise may need assistance managing the aftermath of a disaster, in building access to logistical and command center facilities, or they may need dress rehearsals to be conducted with full review of the consulting service provider. Whatever the customer chooses to build internally, or have a service provider bestow, the documented plans for recovery and management are constantly maintained and reviewed in light of organizational change, and vendors assist with these quality initiatives as well. Overall, there is a great diversity in specific needs of companies, but great similarity between the general types of services customers buy. For example, among businesses involved in finance, Gartner Dataquest estimates the market for remote data storage of various flavors in the United States is fully penetrated. About 90 percent of customers who would need such a service in the financial services vertical have already made arrangements for data protection because of regulatory pressure and internal assessments of the requirements germane to their business. New Market Penetration Challenges and Opportunities [return to Table of Contents]Other than long-time customers represented in a few vertical markets (finance, manufacturing, government and communications) the BC and DR professional services industry has not been successful at exploiting new markets. Gartner Dataquest believes that about 60 percent of businesses in the United States with a reliance on IT infrastructure have not expended an adequate amount of resources for BC and DR. Total IT expenditure on BC and DR has consistently been a fraction of what the demand should be, considering the technological buildup that has been ongoing during the last 10 years. Various estimates bring the total expenditure that IT shops should budget for adequate planning per year to be between 2 percent and 8 percent of an enterprise's total IT budget; however, this estimate is very broad and does not factor in the wide scale and variation of IT deployments that require continuity consulting. Because of the barriers to entry, the professional consulting market surrounding business continuity planning and assessment has extraordinary fragmentation at the low end, with only two service providers offering a globally available, complete spectrum of service offerings (HP to a lesser extent because of its lack of platform agnosticism and IBM to a larger extent because of its presence in 77 countries and its broader acceptance of non-IBM systems). These providers, and a few dedicated North American players based in the United States (Comdisco and SunGard) stand out as models for the North American marketplace. Hewlett-Packard [return to Table of Contents]HP provides total solutions based on a construct of availability that rests the goal of continuous availability on three pillars partnerships, processes and infrastructure. HP's focus is weighted toward Unix and Windows technologies, and hardware of their design. This is different from Comdisco, SunGard and to a lesser extent IBM. This nonvendor neutral flavor threads its way through most HP offerings. HP maintains approximately 140,000 square feet of recovery floor space globally, which is a combined figure of HP's owned and partnering organization facilities. They command approximately 1,500 customer accounts with 1,600 contracts worldwide, providing services in 33 countries. There are 11 work area recovery facilities and 30 high-availability service sites globally. They have mediated 300 live disasters in their 15 years of operation, with a maximum of recovery for three simultaneous declarations of disaster from customers at one time. HP believes two criteria invite a discussion of mission-critical services with clients: any potential infrastructure that equates to a financial loss of approximately US$10,000 per hour of lost uptime, and organizations that operate solutions that have significant loss potential because of key business applications' failure. HP's version of availability services offerings is design-centered around customers maintaining competitive advantage through maximum uptime and minimum business disruption through outages. As of July 2001, HP made an offer to purchase the Availability Services segment of Comdisco for US$610 million, a transaction, which at the time of publication, is awaiting review by regulatory entities. HP Consulting Services Continuity Practices [return to Table of Contents]HP consulting services provides a series of consultative modules that develop a business continuity plan based on assessment of needs, design of systems to meet those needs, planning a methodology to cement the plan in place, and ongoing review and rehearsal. Within these offerings, infrastructure is designed to be as reliable and fault-tolerant as possible, IT processes are controlled and subject to quality review, and support partnerships develop extension of reach and depth of expertise for a majority of the customer base. In the first phase, HP consulting services performs a business continuity audit and a Business Impact Analysis (BIA). The second phase introduces recovery time objectives and defines recovery strategies that will best meet customer requirements in most potential disasters. These feed into the solution-design phase and can be implemented directly by HP. The tertiary phase consists of further development of the business continuity plan, including knowledge transfer to the employees responsible to ensure that the plan is completely rehearsed and viable, according to customer needs. Finally, the customer and HP rehearse the plan periodically, under observed and controlled conditions, and provide feedback to the customer in a post-mortem debrief. HP Business Continuity Support for Unix: Critical E-Commerce Support [return to Table of Contents]The offering includes several types of services, all within a core sweet spot of HP, high-availability computing and support services. HP's critical e-commerce support (CECS), is a solution enhancement offered with HP critical systems support (CSS) and HP business continuity services (BCS). These services are related but distinct. They are three different types of offerings based on customer needs. The service involves the entire life cycle of offerings of HP and is targeted toward e-commerce infrastructure installations operating on the HP 3000 and 9000 operating systems and software and specified partner software applications. The main value proposition is that continuity of business process is first and foremost an e-commerce availability problem. The services are customized for each account and include the following elements in the support center:
These resources draw together to produce several discrete services that interoperate to provide continuous computing environments:
HP provides two types of operational assessments, which are discrete offerings:
HP offers a number of reactive services designed to assist customers after a calamity has struck and left them with compromised systems. HP maintains critical support phone numbers, which connect the customer to a specialist in HP business recovery who provides support. The business recovery specialist first recovers the system, if possible, and then determines its cause. These specialists have access to all documentation regarding the site, its systems and its support requirements. After an hour of troubleshooting, the recovery specialist is required to garner the assistance of other specialists, all the while being monitored by customer satisfaction managers. A hardware issue results in a certified CE being dispatched to the site. HP makes commitments by means of timelines-to-restore, which vary based on the distance from the local office of HP designated to provide the dispatch service. For example, under HP BCS, when a customer's premises is within 100 miles of the local office, the dispatch is contractually obligated to be immediate, and the total time to restore is under six hours, with some variation based on the specific environment. However, these times are inclusive of hardware and operating systems and do not include the return to use of applications or middleware. HP's Business Recovery Solutions [return to Table of Contents]HP operates 44 recovery centers in the Americas, Europe, Asia/Pacific, Africa and the Middle East. Additionally, HP partners with other providers to operate a network of non-HP-proprietary centers. There are five tiers of service offerings to accommodate the specific needs of the global population of users. These business recovery services are named according to their intent: continuous, immediate, critical, core and base. All offer a contractual uplift to avoid costly service declaration fees. Such fees are broadly invoked by vendors of BC services to cover the operational costs associated with responding to a customer's proclamation that a disaster has occurred and that their recovery plan is to be activated. They are outlined as follows:
IBM Business Continuity and Recovery Services is a division of IBM Global Services, the world's largest IT services provider. The former IBM Security Services Internet Emergency Response Service (IERS) was renamed IBM Business Continuity and Recovery Services as of 20 March 2001. The business unit commands approximately 13,000 customer accounts globally, Gartner Dataquest estimates, and employs 6,700 persons (not all dedicated to BC and DR services) in operations relating to BC and DR. Gartner Dataquest estimates the total global revenue for Business Continuity and Recovery Services to be US$767 million dollars in 2000 (a Gartner Dataquest estimate divides this revenue as one-third in the North American market to two-thirds outside). Gartner Dataquest estimates, based on calculations of revenue per account and discussions with the vendor, that the approximate average value per account is slightly lower in the case of IBM than for SunGard or Comdisco, with a strong uptake in midrange systems. Its history has gained it experience with over 400 declared disasters since their formal IERS naming inception in 1990. This experience in the field is lengthier than this "named" (that is, IERS) period suggests, because of its pre-eminent position in the mainframe era extending back to the 1960s. Currently, IBM has over 100 recovery centers in 77 countries. The offerings purveyed by IBM are highly integrated and customized, meaning IBM does not break them out into discrete service programs, but custom-engineers each customer's specific needs into a specific proposal or Business Continuity and Recovery Services contract. During Hurricane Floyd, IBM handled its largest number of declarations at once, numbering 96 declarations among 46 accounts. IBM will custom design Business Continuity and Recovery Services upon receipt of a request for bid, and will nominally provide a complete system analysis for total system recovery. This is indicative of the IBM approach to Business Continuity and Recovery Services, which is one of a holistic, total business solution. This kind of flexibility agrees with giant companies such as Gillette, Chase, Prudential and Tenneco, all with extensive IT build-out and relationships that extend far beyond the Business Continuity and Recovery Services domain with IBM Global Services. The main areas are highlighted in this section, but IBM has extensive outlying services in such areas as security and hosting, which complement these specific offerings. The offerings (which are professional services practices linking to the various availability-related service divisions within IBM) are not tiered insomuch as they are modular and fit together in a variety of ways, according to customer objectives and technical considerations. IBM Business Continuity and Recovery Consulting [return to Table of Contents]IBM's Business Continuity and Recovery Consulting houses the IBM Technical Center of Competency and employs 25 technical consultants with an average of 15 years experience in disaster recovery planning. Its services are augmented and contributed to by hundreds of other specialists within IBM to advise customers with specific and unique needs they may have. They provide several packaged professional services engagement types: recoverability assessment; recovery strategy assessment; recovery pan development, and recovery process and procedure design.
In addition, IBM Business Continuity and Recovery Services offer four specialized service modules, which inform and provide blueprints for action with respect to specific domains of expertise as follows:
In addition to the previously described offerings, for a fee, IBM will operate and maintain (that is, outsource) the management of the overall business preparedness processes for customers on an ongoing basis. Companies with limited IT staff may wish to engage with IBM if their exposure to risk is high but they wish to keep their investment in the personnel and equipment to a minimum. IBM performs all the tasks necessary to execute an IT recovery program in a test or recovery scenario. This may include managing information media and restoring the operating environment, recovering applications, databases and networks, and providing status reports and post-event analyses to executive management. These managed services include the following IBM components:
All of these capabilities are conjoined in each customized Business Continuity and Recovery Services plan, with oversight by a sponsoring IBM Business Continuity and Recovery Services executive who maintains the relationship through scheduled and ongoing meetings, workshops, and readiness reviews. IBM Workplace Recovery Solutions [return to Table of Contents]IBM maintains 3,500 end-user alternate seats globally for use in disasters, in addition to mobile centers that may be linked together to create ACD-equipped centers of up to 150 seats. The modular units can be customized and outfitted to customer needs within 24 to 96 hours and come equipped with generators, heating, ventilating and air conditioning (HVAC), and LAN cabling. Restrooms and lounges are optional possibilities. During large emergencies, IBM invokes the services of its National Command Center in Sterling Forest, New York, which manages IBM disaster response around the world. Also available from IBM Web Recovery Solutions are solutions that allow customers to replace specially configured units on a fast-ship basis. IBM will ship servers, workstations, hubs and routers (its own as well as products from multiple vendors) to customer locations within 24 hours notice of the declaration. IBM also fast-reroutes WAN traffic to one of its dedicated recovery centers to establish a permanent point of presence for customer network nodes at an IBM center. LAN equipment may be prewired to an IBM LAN switch, allowing for virtual services. Also available are extended LAN services providing connectivity to technologies located at other IBM recovery facilities. SunGard [return to Table of Contents]SunGard Business Continuity and Internet Services offer enterprise outsourcing services, primarily in North America. SunGard's BC business has been in operation for 23 years. SunGard maintains 1 million square feet of hardened facilities for recovery, hosting and testing. The company employs more than 1,000 persons involved directly in delivery of business continuity services. Three high-availability Web solution centers and 25 high-availability recovery services sites round out the infrastructure available for customer accounts to use. SunGard has had a maximum of 26 declared disasters at one time, and has fielded a total of 600 live declarations of disaster. The company had US$410.6 million in revenue worldwide from its continuity services, with North America revenue totaling US$409.6 million. Its CAGR from 1998 through 2000 was 11 percent. SunGard serves 5,000-plus customer accounts through the three operating units listed in the following section. They also serve as categories that outline SunGard's BC/DR businesses.
SunGard Planning Solutions focuses on business continuity consulting and technical consulting services, and markets client/server and Web-enabled business continuity planning software. SunGard Recovery Solutions [return to Table of Contents]SunGard also maintains a suite of offerings for specific recovery needs of customers, operating on practically any platform (with 22 choices of vendor and platform type). These recovery solutions include traditional continuity assurance services ranging from 24 to 72 hours or high-availability services with almost continuous data access. These services include:
In SunGard risk management services, SunGard's consultants identify client company's exposures to loss, and identify how to minimize those exposures. There are three practice components to this segment:
These services produce an objective analysis and documentation of corporate processes and business methodologies of the customer and investigate and examine reasons for customer business processes to change or remain as they are.
SunGard's alternative processing analysis is designed to answer questions regarding parameters of a timely and effective relocation process; service level requirements that have to be met, including network connectivity; whether availability needs require electronic vaulting; remote transaction journaling, mirroring and shadowing; system replication; reducing loss exposure and recovery time; simplifying recovery logistics; synchronization of operations; storage management analysis; and strategies concerning external suppliers, including cost/impact analysis. High-Availability Solutions: MetroStor Analysis [return to Table of Contents]MetroStor analysis provides a customer with comparisons between current network and data storage and state-of-the-art designs, and produces a project plan to improve availability. SunGard provides an objective and independent assessment of the viability (in terms of recoverability) of a customer's current backup methodologies as well as to plan for reduction of data loss exposure. The goal is to provide executives within customer organizations with an understanding of technical solutions available to meet the recovery point objectives of their organizations within a context of price and performance and justifying such improvements in organization, process and infrastructure. Recovery PlanningSunGard offers complete project planning, group orientation sessions, data-gathering activities, recovery procedural analysis/development, quality assurance reviews, progress status meetings, and post-project support and assistance. SunGard Technical ServicesThe restoration process review (RPR) service is designed to assist newer subscribers with system restoration procedures of whatever subscribed recovery configurations are present, and to facilitate testing the restoration plan. The process involves a SunGard-trained resource who monitors a test event and provides feedback to improve future tests and improve real-world readiness. AS/400 Testing ServiceAS/400 Certified Testing yearly tests small (one-to-five employee) IT installations. It is designed to support companies implementing SunGard testing processes. Test Assistance ServiceThe test assistance service focuses on customers who wish to manage and coordinating such tests instead of SunGard, and yet need a coordinator from SunGard to assist. The key differentiation between this service and that of test management is the role the subscriber is willing to assume. The test assistance service is for those clients who need SunGard personnel to test their recovery procedures. The service includes activation of system restoration procedures; however, restoration of applications data and databases remains the responsibility of the subscriber. Hotsite Test Management ServiceThis service is designed to address the needs of customers who do not have the resources to plan, coordinate and manage a DR testing program. The service is intended to minimize the participation of the subscriber's staff, while effectively utilizing the technical expertise residing at the SunGard MegaCenter. An assigned professional services resource takes on the role of liaison, schedules the subscriber's test and assembles a team of customer personnel to carry out the test. SunGard SoftwareSunGard offers software for assistance with planning and strategy, as well as providing maintenance as a service for customer applications. Its revenue for SunGard in software support and maintenance for 2000 was US$63.5 million, according to Gartner Dataquest estimates. SunGard provides the following applications in support of its BC business line:
It should be noted that Gartner Dataquest does not include software revenue in the market size for business continuity or disaster recovery in this Focus Report. Comdisco [return to Table of Contents]Comdisco recently reported that the parent company and 50 domestic U.S. subsidiaries filed voluntary petitions for relief under Chapter 11 of the U.S. Bankruptcy Code in the U.S. Bankruptcy Court for the Northern District of Illinois. The filing should allow the company to sell assets to address short-term liquidity issues, enabling the company to reorganize under the protection of the U.S. Bankruptcy Code. Company officials also said that Comdisco had filed a motion seeking approval of bidding procedures to sell one or more of its leasing business units. The company also announced its intention to reorganize its remaining businesses, including Comdisco Ventures group, on a fast-track basis and has targeted emergence from Chapter 11 during early 2002. HP was making advancements toward purchase of Comdisco's availability solutions group. This transfer, as well as any other sales, will require final approval of a U.S. bankruptcy judge. For more information, see the Gartner document "Garter's Advice as Comdisco's Financial Troubles Continue" (FT-13-6771). Gartner indicated in this document that the BC/DR practices of the company are basically sound. Other unrelated business interests, including investment in Prism, a DSL communications company, in 2000 are responsible for causing this disruption, and not the traditional lines of business with which Comdisco has been associated. The financial impacts of these failed strategies have been punishing to the whole enterprise. Possible outcomes include breakup of the company; however, Gartner Dataquest believes the business and its operations surrounding BC and DR will remain a unit regardless of what happens to the parent company structure. Comdisco is a Fortune 500 provider of global technology services that assists its customers to maximize technology functionality, predictability and availability. Comdisco maintains a workforce of over 1,000 trained business continuity professionals. With 100 locations in North America and Europe, Comdisco serves 3,200 customers in North and South America, Europe and Asia/Pacific with approximately 8,000 BC and DR contracts in place. The company maintains 1.9 million square feet of recovery space globally. In 1998 the company surpassed its 300th recovery. And as of July 2001, it reported that it had participated in 432. The most declarations of disaster serviced at a single instance was 26 during Hurricane Floyd. More than 1,000 employees focus on BC professional services within the company. Comdisco maintains more than 10,000 workstation recovery positions globally, in 38 recovery facilities and three special trading floor facilities, each kept ready on a 24x7 basis. This number also includes the capability to take 1,000 trading floor positions at one time in the United States. Its global revenue for BC services totaled US$479.9 million, with US$395.9 million of that figure spent in the North American markets, representing a CAGR of 9 percent from 1998 through 2000. The Rosemont, Illinois-based company offers a suite of IT services, including business continuity, managed Web hosting, storage, and IT control and predictability solutions. Comdisco operates eight high-availability computational facilities globally and three high-availability Web-hosting facilities. Comdisco also offers equipment-based solutions to key vertical industries, including semiconductor manufacturing and electronic assembly, healthcare, telecommunications, pharmaceutical, biotechnology and manufacturing. The company's total revenue for the 12 months ended 31 December 2000 was $3.9 billion. Comdisco Principal Businesses Related to Recovery and Continuity [return to Table of Contents]The company has technology centers, which act as process hubs for its business recovery services via its SONET infrastructure in Kuala Lumpur, Malaysia, in 17 European centers and in 28 North American locations. For example, the 132,000-square-foot Technology Center in Smyrna, Georgia cost $18.5 million and was built to provide disaster backup and recovery space as well as hot recovery infrastructure to Comdisco's customers. The facility operates 24x7 and includes operational equipment to meet a variety of Comdisco customers' requirements for business process. Comdisco continuity software provides a proven approach to building, maintaining and testing contingency plans. Its products ensure that important details are not overlooked. All products are designed to efficiently create and maintain plans and related documentation, including the following:
Comdisco offers specialized services for four primary market segments:
Comdisco's range of continuity services provides manifold professional services based upon several different domains of expertise. The company uses a number of third-party software products while providing its own backup and automation infrastructure for the solutions. Because it is difficult to establish the return on investment (ROI) on many of the services Comdisco traditionally provided, Comdisco has rolled out a significant effort in the establishment of an ROI practice to help customers better deduce the risk-to-reward ratios in engaging in these services.
Comdisco provides the following professional services to clients:
Gartner Dataquest displays its estimates for total external expenditure on BC and DR in North America in Table 3-1. The figures include global company revenue for traditional recovery services and continuity consulting, exclusive of software license maintenance, and support revenue and remote data protection service revenue. The figures do not count high-availability computing services sold as support contract offerings by hardware manufacturers and their partners for computer hardware systems. |
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Future Demand for BC and DR Services in North America [return to Table of Contents] In the 1980s, the business continuity market focused on IT disaster recovery. Now, traditional approaches to systems availability have morphed to include addressing customer need for multivendor integrated-stack solutions (IT infrastructure comprised of multivendor components of software and hardware that are integrated and customized) within fast-moving 24x7 globalized infrastructure. As high-tech systems migrate from the data center and into the workplace, backup systems and working areas are both needed. Instead of propagating higher growth in traditional BC and DR services, which were originally spawned by the likes of the mainframe-based data center, trading floor and paper check clearing facility, newer offerings leveraging remote access, geographically load-balanced server technologies, coupled with existent services sold and packaged in new ways, will be where the need for assurance translates into revenue growth. These offerings are likely to avoid traditional association with the formal disciplines of continuity and recovery. They probably will be more like mission-critical server offerings, targeting divisional elements in the organizations they enter, in that they will be remotely managed access-based services catering to enterprise or less universal needs. Whether they will find new value in the value proposition of continuity or a separate moniker of availability, and uptime, is the watershed that will determine the growth that will inflect the growth rates for this market segment. For the foreseeable future, the definition of these services will be undergoing some change, from outsourced management of centralized discrete resources to remote access of shared protected and secured joint resources. Steady Goes IT for Traditional North American Customers [return to Table of Contents]The BC and DR markets are likely to remain on a slow-growth track for the foreseeable future, simply because they are services driven (or dragged) by fundamental business and regulatory requirements. Although economics impacts much of the IT industry, the Gartner Dataquest document "Infrastructure Support Services: The Customer's View" (ITPS-WW-UW-0101) indicates that even during periods of relative economic hardship, enterprises continue to invest money externally on technological support and maintenance, which, like BC and DR, mediate problems in the use of technological solutions. In a survey of more than 250 organizations in January 2001, Gartner Dataquest found that 52 percent of those surveyed expect to increase their spending on external hardware support services and 63 percent expect to increase what they spend on external software application-related services between 2001 and 2003. In regions outside the United States, growth will be higher as more of the traditional IT buildup occurs. Growth that has already occurred in the U.S. market to support growing economies and the connected world requires more financial institutions to guarantee their continued operations no matter what happens. In regions where infrastructure is not dependable, or where routine natural disasters and lack of basic services abound, the marketing of traditional BC and DR (that is, service for mainframes and the special needs of key industries such as banking) is an innovation that insulates economics from day-to-day conditions, and will prosper and grow according to the growth in financial, advanced manufacturing, genetic research and pharmacological businesses in regions outside the United States. Global Growth Fueled by Local Infrastructure Issues and IT Buildup [return to Table of Contents]Globally, much more IT infrastructure is deployed than is covered by documented plans for assuaging the business effects of calamity. The growth in prevalence of customer-owned technological backbone-type IT resources are the result of widespread economic pressure on industry to utilize disruptive technology as a competitive weapon. To stay competitive, companies must leverage the efficiency garnered from high-tech projects to produce goods and services better, faster and more affordably than other options in their respective markets. There is a downside to these movements. Disruptive technologies by definition have a short history of actual field use (that is why they are disruptive and so effective when used as differentiating business process efficiency aids against competitors), and so are prone to failure from a variety of vectors. And unlike the manual systems that they replace, the period of time that a business must endure before returning to normal service depends on factors that lie outside of their immediate control, such as technological problem source identification and resolution, and less on redirection of human effort as it once did when humans using pencils and paper could provide short-term backup to computer systems. Gartner Dataquest predicts that the traditional value of BC and DR offerings may not be implicit in new markets for IT goods and services. The new enterprises with external spending budgets are unlike many of the data center customers that sprung up during the 1980s and 1990s. Essentially, they have mission-critical needs without correspondingly large revenue or scaling. Demand Moderators for the BC/DR Marketplace [return to Table of Contents]The Fox in the Hen House: Opportunity for New Service Adoption [return to Table of Contents] The practitioners of BC/DR planning frequently use internal staff and do not outsource creation and dissemination of BC/DR policy. This appears to be a dangerous state of affairs for businesses considering results of a 2001 survey by Gartner Dataquest of IT managers. Although hardware failure resulted in one-quarter of IT outages, it revealed that IT managers believe human error is responsible for 15 percent of mission-critical system outages or failures. For purposes of availability readiness, oversight of preparedness by unbiased observers seems like the only option that will work given this finding. As the seriousness of the outages resulting from human failure grow, the realization that this standard practice is flawed may drive more outsourcing for third-party consultants to provide standardized overview to executives, similar to quality initiatives in other areas of business such as ISO. Demand Moderator: The Mystique of Selling Risk Management [return to Table of Contents]During a survey of IT managers that Gartner Dataquest undertook during the winter of 2000, it was revealed that over 60 percent of the businesses surveyed did not have a basic plan to mediate the effects of a disaster if one strikes. Packaging and selling continuity and recovery services is an especially difficult and unheralded side of this business. Given all the priorities that press senior executive management for solutions, the prospect of buying mitigation for a potential disaster is relegated to secondary status because it is one that will not with certainty impact operation of a business except under certain conditions. In other words, these offerings lack the appeal of other investments in the IT center that could provide higher ROIs to the business. Other impending events get more mind share, such as shrinking sales at quarter's end or irate large customers. The ability to sell, market and successfully penetrate this marketplace is heavily dependent on sales enablement and the ability to communicate a difficult message concisely and excitingly enough to incite customers to invest. The more risk averse the customer, the easier this sales job can be. It should be noted that the leading consumers of these services are industries in which outages have a particularly direct and painful economic consequence. Conversely, if customers have no experience with the fallibility of IT, or do not have other drivers (regulatory, or board of directors incentives), then utilization rates tend to be lower in those markets. The sales records of Comdisco and SunGard are not to be scoffed at. Demand Moderator: The Approval Gap [return to Table of Contents]Although much of the budget for these services is allocated inside IT centers, it is IT managers who must in turn appeal to the CTO, CFO and CEO to obtain incremental funding. Special skills, good political savvy and lots of experience are required to play this sales game. The message of the value proposition for business continuity services must first get the sponsorship of the data center managers and a second time for the allocation of funds by the enterprise for broad initiatives. This message or value proposition must be imbued with the flavor of an institution with staying power, similar to that of an insurance company. Two types of communication are required to fulfill the informational needs of both of these parties, so branding and marketing must produce specific collateral that targets different buying centers independently. The approval gap is not a phenomenon unique to BC and DR; however, the impact of the difficulty that BC and DR divisions face in getting their message across is high. Whereas other IT issues and initiatives, such as enterprise resource planning (ERP) or customer relationship management (CRM), face a similar need to gain acceptance from the board of directors, BC and DR services provide assurance but not competitive differentiation to the extent that some new set of processes such as CRM could provide in exchange for the expense incurred. The expenditure often seems like a payment made for a resource that is never used. Crossing this barrier is not for the average IT sales professional. It takes seasoned skills; therefore, direct sales and marketing are key investments within BC/DR providers' budgets. Other Demand Moderators [return to Table of Contents]Another limit to future increased demand for traditional pure-play BC and DR-aligned services is the concomitant expansion of other related IT initiatives that provide similar risk-averting benefits, but do not require the discipline (nor do they provide the rewards) of a well-rounded, corporate-mandated continuity management program. These offerings allow businesses a "fudge factor" to report to customers and investors they have something like a plan, but they avoid the expense actually creating one to the extent that it can be done professionally and well. Two markets behaving this way are IT availability support services and hosted, rented enterprise applications outsourcing services. It is somewhat easier politically to initiate a continuity program for a specific business function, system or data facility than it is to move an entire organization to get onto a formal program. The demand for continuity services remains robust but continues to defy real market breakthroughs that would bring it to the popularity levels of other investments. Gartner Dataquest recommends that vendors of IT technology capitalize on some of the advanced risk management value proposition content from pure-play BC and DR players, and that, conversely, pure-play BC and DR players such as SunGard advance the availability proposition in ways similar to what the high-availability server market has done in the past. Light From Distant Horizon: Availability and Access-Based Outsourced IT [return to Table of Contents]High-availability services focus on maintaining platform and application uptime through tight management of process, environmental factors and changes in technology, either at the user premises or in a centralized vendor-operated facility. Availability as a practice of maintaining infrastructure is IT management at its most basic level. Remotely monitored, although sometimes remotely operated at the customer premises, the platforms of today utilize higher quantities of redundancy. The service offerings surrounding these can offer an uptime guarantee, and sometimes include in the agreement compensation for unscheduled periods of nonavailability. Gartner Dataquest recognizes, from the characteristics of this market, that services such as these can eat into demand in lieu of overall pure BC and DR spending in the marketplace, and would recommend that pure-play BC and DR providers such as SunGard continue on their pilgrimage to forge new value propositions surrounding new IT architectures. This would be in keeping with demand trends and the new profile of buyers who may not respond to traditional BC and DR value propositions. Another demand-reducing category of new services (at least as traditional BC and DR players are concerned) are rentable applications. These are software products purchased by usage, according to an IT utility schema. The main value propositions (in order as reported by respondents to a 2000 Gartner Dataquest Survey) are as follows:
Rentable application solutions also offer the added enhancement of providing extremely expedient time to value, many times just weeks after purchase the switch is thrown, a side benefit almost no other solution can provide to the BC problem. There are barriers to new incumbent services vying for the dollars of traditional BC and DR services. First, customer security is an issue on customers' minds in both cases because high availability, although a service that can be provided at the customer location, often requires an outbound communications link to be set up with the vendor. The alternate solution, renting applications, suffers from a related customer fear that the company's crown jewels will be compromised while residing at an offsite location. The fact that data communications resources may be shared also raises the bogey of data compromise through concurrent use of singular resources akin to having a telephone on a party line. Gartner Dataquest believes there is significant crossover between the demand drivers for rentable applications (that is, software that may be subscribed to and delivered via a communications medium rather than purchased and installed locally) and that of high-availability applications in general. Both solution types leverage availability (for example, 99.99 percent or about eight minutes a year) as a fundamental value proposition. Both place customization and reduction of IT management burden as highly placed preferences priorities. In both cases, the provider proves its mastery in operating a technology infrastructure. This includes advanced capabilities in expediently caring for customers across all hardware, software, communications and operating systems. The specific skill set of interest with respect to BC/DR is the design of service of fault-tolerant and available systems with appropriate failover capabilities; and in lieu of this, compensation that reflects the importance of the solution's ongoing operation to the customer's enterprise. Gartner Dataquest recommends that BC and DR vendors identify targets involved in the early stages of this market, preferably the application vendors and their hosting partners, to craft specific BC and DR offerings as exploratory investments in what may prove to be a lucrative B2B market for services. |
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This research is part of a set of related research pieces. See AV-14-5338 for an overview. |
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Entire contents © 2001 Gartner, Inc. All rights reserved. Reproduction of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.
Resource ID: 338980 |
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