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Survival of the fittest - How Europe can assume a leading role in the cloud


The market for information and communication technology (ICT) is experiencing a far-reaching transition. This study examines the most important drivers and characteristic attributes of the emerging cloud economy.

It shows how structural transition harbors opportunities for Europe in particular – provided that industry and governments recognize the potential and take decisive action. We outline four success factors that can help European ICT providers to attain a leading position in the cloud economy. We encourage them to see the big market picture (understanding the cloud as an ecosystem). We also map out strategic trajectories for large corporations and both small and medium-sized enterprises (SMEs) in the cloud economy. Lastly, our requirements profile for an innovative industry policy spells out what governments and the corporate sector must do to create a premium environment for the cloud economy.

This study is intended as a contribution to the debate surrounding market development in the cloud economy. Our concern is to highlight promising strategies and areas of potential that ICT companies in Europe can tap in the future

Our insights and hypotheses are based on interviews with experts on the subject of economic effects and industry trends, and on analysis of numerous recent publications. SAP's experience of the market for cloud-based services was also channeled into the study, as were insights gained by Roland Berger Strategy Consultants in the course of consulting projects in the ICT industry.

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