Over recent years, the use of cloud computing has been rapidly adopted by businesses and, for many, has become an essential part of how services are delivered to customers. Last October, Ofcom opened a market study into the supply of cloud services in the UK to see if any regulatory intervention is required in this area.
In April, Ofcom announced it was proposing to refer the market to the Competition and Markets Authority (CMA). In its interim findings, Ofcom found that the cloud market is highly concentrated, with two leading providers enjoying a combined market share between 60 and 70%. There is also evidence of limited competition – particularly in relation to existing customers, where Ofcom noticed significant price increases on contract renewal and high levels of profitability for the market leaders.
Against this background, Ofcom is concerned about three types of business practices:
- high charges applied when customers want to transfer data out and change platforms;
- technical restrictions applied to limit interoperability and portability; and
- committed spend discounts offered to retain/ tie in larger customers.
According to Ofcom, these practices discourage customers from switching between cloud services providers and from splitting their cloud services needs across more than one provider. Ofcom's concerns are unlikely to be resolved as the market matures. Ofcom ran a consultation on its interim findings and proposed referral throughout April and May. Ofcom's final report of the study will be published by 5 October 2023.
SO WHAT DOES THIS MEAN?
Ofcom's interest in cloud computing services is in line with UK regulators' ongoing focus on digital markets and the UK economy's resilience (See for example, our recent publication highlighting common trends in UK regulators' latest annual plans). It also reflects the importance of cloud computing to UK businesses and consumers.
Ofcom's proposal to refer to the CMA is a big step. Given the seriousness of its interim findings, it is likely that Ofcom will confirm its proposal and that the CMA will open an in-depth market investigation. The leading providers could offer a commitments package in order to avoid a CMA referral, though this is unlikely in the context of a sectoral market study.
The recent introduction of the Digital Markets, Competition and Consumers Bill in Parliament, which occurred after Ofcom published its interim findings, could lead the regulators to envisage relying on the CMA's future regulatory powers in digital markets as an alternative to the market investigation route (See our recent publication on what you need to know and do in relation to the Bill). Given timings, a referral is more likely, though the CMA could rely on its digital market powers in the future to complement its action in this sphere.
If Ofcom confirms its referral, the CMA may ultimately impose a broad range of remedies to facilitate customer switching and healthier competition between providers. These may include:
- requiring exit fees to reflect the cloud services provider's actual costs of transferring data to another provider;
- introducing measures to improve the interoperability of different cloud services; and
- prohibiting loyalty-inducing fee structures such as committed spend discounts.