Just six months ago, the backend as a service (or BaaS) category was small and relatively unknown in the general tech community. Now, though not quite a household term, BaaS is gaining recognition thanks to lift in media / analyst coverage and a surge in new companies entering the space. And not all of the new entrants are startups. In fact, some of the biggest tech players — like Microsoft with its Azure Web Services — are adding backend services to their suite of offerings. It’s only a matter of time until another behemoth like Google, Oracle or Amazon spin up (or acquire) their own backend platform.

As a service to the industry, we’ve done our best to visualize the complete mobile BaaS ecosystem and its relationship to adjacent categories like Platform as a Service (PaaS) and Infrastructure as a Service (IaaS). Today we are pleased to share the third version of the graphic, complete with new entrants, such as Kii (BaaS) and Singly (mobile service), and new data points, like funding.


Click to enlarge image.

As our business development leader Annie Bourne pointed out during the last update, there is a distinct migration toward the middle, where mobile development tool companies are moving down the stack while traditional enterprise software players are moving up. That trend has continued over the last six months. More mobile services, SDKs and platform services are partnering with, acquiring or creating their own BaaS offerings.

Awareness and market size are growing in the BaaS space, as is its legitimacy in the eyes of enterprise players who look to individual developers to “prove” the viability of a technology before exploring it themselves. And with additional mobile services being added to BaaS providers – such as Kinvey’s integrations with foursquare, Facebook, Twitter and Google Places – the extent of BaaS offerings and their capabilities extend beyond the scope of PaaS.

As venture capitalist (and Kinvey investor) Fred Destin points out in a recent VentureBeat article, “The second generation of cloud startups is here … We’re looking at a second wave of companies that are runtime by nature and facilitate (rather than impede) data portability all while shielding the user from technical complexity.”

We’re watching the space closely, and are eager to see what happens in the next six months. What do you predict will happen next?