At a glance
- Client: A Japanese B2B cloud service provider
- Sector: Cloud / SaaS / IT security
- Region: Indonesia, Malaysia and Thailand (client based in Japan)
- Service: Comparative desk research (country market profiles)
The challenge
A Japanese company selling cloud security and collaboration services to businesses wanted to compare South-East Asian countries before choosing where to launch. It needed the same set of facts for each country, in its own template, so the markets could be compared side by side: how far businesses use SaaS, how Microsoft 365 and Google Workspace are used, the size of the cloud and IT security markets, the main local competitors and resellers, and the data-protection laws and everyday security habits that would shape demand for its product.
What we did
- Desk research in August–September 2023, following the client's template and detailed briefing notes so each country deck answered the same questions.
- Focused on corporate (B2B) users and contracts rather than consumer accounts, as the client asked.
- Sized the SaaS, public cloud, office software and cybersecurity markets from Statista and other published sources.
- Estimated Microsoft 365 and Google Workspace revenue and user numbers in Indonesia from office-software market value, global market shares and list prices, showing the calculation.
- Listed the top 10 resellers of Microsoft 365 and of Google Workspace per country, and profiled the main identity (IDaaS), email-security and file-transfer competitors with prices and minimum users.
- Checked whether well-known local SaaS products support SAML single sign-on.
- Reviewed personal-data protection laws, sector rules and security practices, including use of personal messaging apps for work, BYOD and handling of misdirected email.
Topics covered
- SaaS penetration and growth
- Microsoft 365 and Google Workspace usage
- Popular local SaaS and groupware
- Cloud, office-software and IT security market size
- Cloud versus on-premises email
- IDaaS, email-security and file-sharing competitors
- Data-protection law and workplace security practices
What we delivered
Three country decks built on the client's own template, one each for Indonesia, Malaysia and Thailand. The Indonesia deck runs to about 35 slides, and each deck covers the same seven sections: cloud usage, cloud market size, email services, IT security market, competitors, laws and security practices, and other local business practices. Every data slide cites its source.
Cloud service market deck – Indonesia
Slide deck (client template) · About 35 slides
- SaaS revenue and growth to 2027
- Microsoft 365 and Google Workspace revenue and user estimates
- Notable local SaaS products and SAML support
- Top 10 resellers each for Microsoft 365 and Google Workspace
- Cybersecurity market size
- IDaaS, email-security and file-transfer competitors with pricing
- Personal Data Protection Law and sector regulations
- Workplace habits: WhatsApp use, file sharing, information-leak procedures
Cloud service market deck – Malaysia
Slide deck (client template) · Same seven-section structure
- SaaS adoption and leading suites
- Cybersecurity market size
- Competitors and pricing
- Data-protection rules and BYOD practice
Cloud service market deck – Thailand
Slide deck (client template) · Same seven-section structure
- SaaS and public cloud market
- IT spending and security budgets
- Competitors and pricing
- Data-protection rules and workplace practice
What we found
- Indonesia's SaaS market was projected at US$409 million in 2023, growing about 11.6% a year to around US$635 million by 2027 (Statista).
- We estimated Google Workspace and Microsoft 365 at about US$23 million and US$21 million in Indonesian revenue respectively, from a US$45 million office-software market.
- Indonesia's cybersecurity market was expected to reach US$2.12 billion in 2023 and US$3.90 billion by 2028 (Statista).
- Law No. 27 of 2022 on Personal Data Protection sets fines of up to IDR 6 billion and requires data-protection officers and impact assessments for high-risk processing.
- Indonesian employees widely use WhatsApp for work alongside corporate email, and sometimes share files over it where company rules allow, which is relevant to demand for secure file-exchange tools.
In numbers
- Indonesia public cloud market: US$1.43 billion in 2023, projected US$2.76 billion by 2027 (Statista, 2023).
- Indonesia office-software market: US$45.1 million in 2023, projected US$65.6 million by 2028 (Statista, 2023).
- Malaysia cybersecurity market: about US$0.95 billion in 2023, projected US$2.06 billion by 2028 (as cited in the Malaysia deck).
- Indonesia ranked third in the world for WhatsApp users, with 112 million (as cited in the Indonesia deck).
Key takeaway
When comparing countries, answer the same questions in the same format for each one, and size the market by corporate users rather than total accounts.