Cloud Providers in Brazil Current Behavior Changes Analysis¶
Ongoing Behavior Changes¶
Based on the analysis of the provided reports, several key ongoing behavior changes are impacting relationships and demand within the Brazilian cloud provider value chain. These changes stem primarily from the evolving needs and increasing maturity of the primary B2B final customers, including Enterprises, Small & Medium Businesses (SMBs), Government, Managed Service Providers (MSPs), and SaaS Vendors.
A fundamental shift is the accelerated cloud adoption and migration across businesses of all sizes and government entities. This is evidenced by the significant projected investments in cloud solutions for 2024, surpassing R$ 8 billion, and Brazil's ranking among the top 5 globally for growth in cloud computing consumption. The fact that approximately 45% of processing in Brazilian companies is already cloud-based underscores this increasing reliance. Businesses are moving to the cloud to achieve scalability, agility, and support digital transformation initiatives. This behavior change directly increases the demand for Infrastructure (data center capacity, network), Platform (IaaS/PaaS resources), and Services (migration, consulting).
Within the Software layer, there is a growing demand for Software as a Service (SaaS) applications. SaaS penetration now exceeds 45% of enterprise software consumption in Brazil, led by widely adopted solutions like Microsoft 365, Salesforce CRM, and SAP S/4HANA Cloud. This behavior indicates a preference for readily available, subscription-based software that reduces internal IT burden. While increasing demand for SaaS, this behavior also translates into increased demand for the underlying Platform (IaaS/PaaS) used by SaaS vendors to host their applications.
Enterprises, particularly fintechs and e-commerce unicorns, are increasingly adopting cloud-native application development. They are leveraging managed Kubernetes and serverless functions to build scalable and resilient applications to support rapid growth. This behavior drives demand for specific PaaS services and requires specialized skills, influencing the Services and Consulting layer.
The complexity of cloud adoption and management, coupled with internal capability gaps and a significant talent shortage, is leading to increased reliance on Managed Service Providers (MSPs) and consulting firms. Businesses are seeking external expertise for cloud strategy, migration roadmaps, 24/7 monitoring, and FinOps. This behavior directly fuels the growth of the Services and Consulting layer and impacts relationships as customers depend more heavily on partners to navigate their cloud journey.
A notable change in the relationship with MSPs is the demand for outcome-based pricing, particularly FinOps-focused models. Clients are moving away from traditional per-VM pricing towards models indexed to monthly cloud spend or based on achieving cost savings. This behavior reflects a desire for greater transparency and alignment of incentives with MSPs to optimize cloud spending, a critical challenge for many organizations.
Many Brazilian businesses are exploring and adopting multi-cloud strategies. While the text highlights the complexity and potential for vendor lock-in as challenges, the behavior of distributing workloads across different providers like AWS, Azure, and GCP is ongoing. This impacts relationships with Platform providers and increases the need for Services and Consulting focused on integration and management of complex multi-cloud environments.
Increased scrutiny and the need to comply with regulatory requirements, such as the LGPD (Lei Geral de Proteção de Dados) and Central Bank guidelines for fintechs, are shaping customer behavior, especially among enterprises. This necessitates careful consideration of data residency and security practices, influencing the selection of cloud providers and the demand for compliance-related consulting services.
The persistent skill shortage in cloud expertise in Brazil (forecasted gap of ~150,000 professionals by 2026) is a significant behavioral driver. It compels businesses to rely more on managed services and training providers. This high demand for skilled professionals also leads to wage inflation for roles like senior DevOps, impacting the cost structure for both providers and customers.
SMBs, while adopting cloud, exhibit specific behavior related to security maturity, lacking mature Identity and Access Management (IAM) practices. This highlights a need for cloud providers and MSPs to offer more accessible security solutions and guidance tailored for smaller organizations.
Lastly, government entities, particularly state-owned enterprises, are showing increased interest and are being actively targeted by cloud providers like Huawei Cloud. This indicates a growing public sector adoption behavior, opening up a significant market segment with potentially unique requirements and procurement processes.
These behavior changes are not isolated but are interconnected, collectively driving significant transformation in the relationships and demand patterns across the entire cloud value chain in Brazil.
| Behavior Change | Impact on Value Chain Step (Infrastructure) | Impact on Value Chain Step (Platform) | Impact on Value Chain Step (Software) | Impact on Value Chain Step (Services & Consulting) |
|---|---|---|---|---|
| Accelerated Cloud Adoption & Migration | Increased demand for data center capacity (colocation, hyperscale), network connectivity (fiber, transit). | Increased demand for IaaS (VMs, storage, networking) and PaaS services as workloads move to cloud. | Increased adoption of existing SaaS applications; potential for migration of custom applications to cloud-based models. | Significant increase in demand for cloud readiness audits, migration planning & execution, architecture design, and post-migration support. |
| Growing Demand for SaaS | Indirect increased demand for data center capacity and network from SaaS vendors hosting their applications. | Increased demand for IaaS and PaaS services by SaaS vendors to run and scale their applications. | Direct increase in consumption of SaaS applications by businesses and potentially individuals (indirectly). | Demand for implementation, customization, and integration services for various SaaS solutions. |
| Adoption of Cloud-Native Development | Stable demand for underlying infrastructure, but potentially shifts in specific requirements (e.g., network for microservices). | Increased demand for PaaS services like managed Kubernetes, serverless functions, and related developer tools. | Shift towards developing new applications using cloud-native architectures; demand for developers skilled in this area. | High demand for consulting on microservices architecture, CI/CD pipeline setup, DevOps enablement, and skilled cloud-native development teams. |
| Increased Reliance on MSPs & Consulting | Indirect demand influenced by MSPs' infrastructure choices for managed services. | Indirect increased demand for IaaS/PaaS as MSPs procure resources to provide managed services to clients. | Demand for MSPs to manage and support SaaS environments (e.g., security, user management). | Direct and significant increase in demand for a wide range of services, including strategic consulting, managed operations, FinOps, and specialized support. Strengthens partnerships between cloud providers and service partners. |
| Demand for Outcome-Based (FinOps) Pricing from MSPs | Limited direct impact, but indirectly pressures MSPs to optimize their infrastructure usage. | Pressures MSPs to optimize the usage of IaaS/PaaS resources on behalf of clients to align incentives with cost savings. | Limited direct impact, but indirectly influences SaaS vendors to optimize their underlying infrastructure costs if they offer FinOps-aware solutions or work with MSPs using these models. | Drives innovation in MSP business models and service offerings, focusing on cost optimization tools, reporting, and consulting. Changes contractual relationships towards performance and value. |
| Adoption of Multi-Cloud Strategies | Increased demand for colocation and network connectivity allowing interconnection between different cloud environments. | Businesses consume services from multiple Platform providers (AWS, Azure, GCP, etc.), diversifying demand across players but adding complexity. | Businesses may use SaaS applications hosted on different underlying cloud platforms; integration becomes key. | Significant increase in demand for consulting and managed services specializing in multi-cloud architecture design, integration, management, and governance. Challenges related to vendor lock-in need addressing. |
| Focus on Regulatory Compliance (LGPD, Central Bank) | Increased demand for data centers with specific certifications and physical security measures; focus on local availability zones. | Demand for Platform services that offer data residency options within Brazil and features supporting compliance requirements (e.g., identity management, logging). | SaaS vendors must ensure their applications and hosting meet local data residency and privacy regulations, influencing their choice of underlying platform. | Increased demand for consulting services focused on cloud security, compliance audits, data governance, and navigating specific sectoral regulations. |
| Persistent Skill Shortage | Limited direct impact on infrastructure, but finding skilled personnel for data center operations can be challenging. | Providers need to simplify platforms and offer managed services to compensate for customer skill gaps; demand for training on their specific platforms increases. | Limits companies' ability to fully leverage SaaS capabilities or develop cloud-native applications without external help. | Fuels strong demand for all types of cloud training and certification; significantly increases the market for Managed Service Providers who can provide the necessary expertise as a service. Drives wage inflation for skilled roles. |
| SMBs Lacking Security Maturity | Limited direct impact. | Need for simplified security configurations and potentially managed security services offered by Platform providers or partners. | SaaS providers need to ensure robust built-in security features and user-friendly security controls for SMB customers. | Increased opportunity for MSPs and consultants to offer security assessment, implementation, and managed security services tailored to SMB needs and budgets. |
| Growing Government Adoption | Increased demand for data center capacity and network connectivity from government entities. | New customer segment for Platform providers, potentially with specific requirements for security, compliance, and procurement processes. | Opportunity for SaaS vendors offering solutions relevant to public sector needs (e.g., e-government, citizen services). | Demand for consulting on government cloud strategy, migration of public sector systems, and managed services compliant with government regulations. |
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