CeBIT-Preview Hamburg

Fujitsu Siemens ComputersCeBIT-PreView Hamburg20. Januar 2009

Dr. Joseph Reger, CTO

Dr. Joseph Reger, CTO CeBIT-PreView Hamburg © Fujitsu Siemens Computers 2009 All rights reserved2

Online communities, social networking, media distribution,…

Can Webciety contribute to business problems?


How would social context change enterprise IT?

Freeform interactions, user participation, mass collaboration


Does social software have any business relevance?Traditional enterprises with old revenue models: real goods, manufacturing operations, distribution centers, merchandising, logistics

n Tagging, search, social networking, bookmarking, blogs, portals, data feeds, communities, user contributed content… to enhance business operations?

n Making information sharing, knowledge generation and distribution, mashups, virtual collaboration and bi-directional communication… to actually work and create value?

n Leveraging all we got with Web 2.0… to innovate non-routine processes?

Answer is “Yes, if you pick the right business and social mechanisms”


A business case for enterprises: crowdsourcing Inviting the public to develop a new technology or carry out a design task

n Sharing commercially valuable and sensitive information online

n Open call for people to participate

Users interact in online communities and submit solutions over the Web

n The crowd also sorts through the solutions, finding the best ones

Problems can be explored at comparatively little cost, and often very quickly

Payment is by results

Webciety with a business economic contact


A business case for the society: online registrationExploiting the widespread online services security measures on Webciety

n Deciphering distorted characters

Channeling the workflow into useful purpose

n Digitizing old books and newspapers

n Users decipher scanned words that OCR failed to recognize

Rate of transcription currently exceeds 4 million words per day

n Equivalent to about 160 books per day

n Same as a workforce of over 1500 people

Mutually beneficial instrument of online security and civil society


Many opportunities for social enhancement technologiesNew generation business applications incorporate aspects such as social ecosystem, participation, interaction, “joy of use”, and shared business

Webciety sets aside old IT architectures and delivery models

Business drivers

n Cost and risk reduction

n Innovation

n Customer service

n Leveraging assets

How it changes IT

n Rich Internet applications

n Virtualization and automation

n Service orientation

n Dynamic operation

n XaaS


General development of IT architectures

Flex

ibilit

y/ (b

usin

ess

agilit

y)

Economies of scale

Dynamic

Service-oriented

Cloud (as-a-service)

Rationalized

Physical consolidationApplication consolidationData center consolidation

VirtualizationAutomationEnergy usage

Dynamic poolsProvisioningMetering

Shared resource poolsInfrastructure-as-a-serviceUsage based pricing

Reducing cost via consolidation and concentration

Transforming IT delivery model

Much of what was within the corporate boundaries is being increasingly served up from outside


Webciety leans on cloud computing servicesOwn IT IaaS cloud PaaS cloud SaaS cloud

Infrastructure

Dev’t/Runtime

Application logic

Data

Infrastructure

Dev’t/Runtime

Application logic

Data

InfrastructureDev’t/Runtime

Application logic

Data

InfrastructureDev’t/RuntimeApplication logic

Data

The layers being delivered as-a-service allow different flexibility


Clouds have mostly been a consumer oriented play

Invention Discovery

Idea

Innovation

Entrepreneurs

Commoditization

Online services are driving the adoption, growth and new business models

For many consumers, clouds are all they use daily


Progress to enterprise clouds

On premisePublic Internet

Best effort Mission critical

Sovereignty

Economies of scale

Sharing

Multitenancy

Technology directions

Mega sizeClouds

Enterpriseclouds

Enterprise clouds come with known trust boundaries, are auditable, provide qualified services and policies, are based on SLAs,…


Public clouds are not an option for every enterpriseSecurity… sending data outside company firewalls

Privacy… all logons and identities are remote

Platform dependency… lock into proprietary stacks

Reliability… and communication around outages

Portability… data formats and program calls

Physical location… many nations’ laws

Speed.. application latency

Audit… lack of audit capability and governance

Integration… with internal IT infrastructure

More rules for sharing, more governance influencing sharing, combined with the economics and value of sharing


Some old, some new questions

IT continues to drive competitive edge

IT has become more complex

BUT IT operations have become a burden

IT is a key asset to part of a business but an utility for another part

How can IT drive my competitive

edge…?

How do I increase my IT efficiency?

Who should manage the complexity?

How to cope with continuous change?

How to shift resources to processes?

What is the right depth of IT involvement?

What would be the right sourcing strategy?

Business environment continues to force IT to change


Dynamic needs in the answer…

I need an IT infrastructure

which fits to me!

What? An IT infrastucture that...

is flexible and reliable

meets my varied business needs

is open to all delivery options

inspires new ways of doing business

How? I want to

optimize the parts I continue to run myself

gain control over stuff others manage for me

transfer IT management to someone else

move into usage based pricing model

Flexibility to decide what is best depending on business, every time


The IT Infrastructure is changing

New dimensions of optimization are opening up

Benefits of lesser complexity and lower financial risk

Redefine to what depth IT is your core competence

And to what level strategic IT partners are involved

Changing the direction of the whole IT infrastructure

Who can support me?

Fujitsu Siemens Computers is evolving to meet these challenges

We are providing and supporting “Dynamic Infrastructures”

Changing conditions create exiting opportunities


Fujitsu Siemens ComputersStrategy Evolution

Over the last 10 years we have transformed into an IT infrastructure provider, addressing more customer needs as customer expectations have risen

We have build know-how and experience in products, services, solutions, and in managing various combinations of these

We can now help customers to decide which IT infrastructure and which delivery model is best for them

Valueforour

customers

1999 2003 2006 2009

Infrastructure products

Infrastructure Solutions

Managed Services

Infrastructure as a Service

+

+

+

Becoming an Infrastructure Provider


How to build and run Dynamic Infrastructures

Dynamic Infrastructures

InfrastructureProducts & Services

InfrastructureSolutions

ManagedInfrastructure

Infrastructureas a Service

Products and services designed for virtualized and automated environments

Use building blocks designed for dynamism

Benefit from evaluation and integration experience out of many projects

Use pre-tested Infrastructure Solutions

Delegate the responsibility to run your IT

Run your applications on a shared environment

Utilize our expert services for the operation of your dynamic infrastructure

Cut your IT costs down leveraging economies of scale by accessing a centrally shared infrastructure


Dynamic Infrastructures:Our Portfolio

Dynamic Infrastructures

Network

Storage ClientsInfrastructureProducts & Services

Server solutionsFlexFrame

BladeFrameInfrastructureSolutions

ManagedInfrastructure Managed Data Center

Servers

Storage Solutions CentricStor

Client SolutionsVirtual Workplaces

Services for- ROI- Integration- Maintenance

Financial Solutions

Infrastructureas a Service

Workplace-as-a-Service

Managed Office


CeBIT 2009 Activities

n Fujitsu Siemens Computers booth in hall 9

n Green IT World/ Bitkom in hall 8

n Expert talks for customers

n Press conference (tbd)

n Presence on partner booths

n Participation at the CeBIT conference program

Our Focus:Dynamic Infrastructures & Green IT Technologies


Fujitsu Siemens Computers booth

Fast changing business requires Dynamic Infrastructures for IT

n Located in hall 9n Infrastructure solutions, services and

consultingn Exhibits from Fujitsu Siemens

Computers: o Dynamic Infrastructures o Healthcareo GEO information systemso Green IT

Topic: Dynamic Infrastructures


BITKOM Green IT

We continue to be a leader in Green IT!

n Located in hall 8 n Present Green IT Technologiesn Press, VIP and public sector activitiesn Guided tours for visitorsn Exhibits from Fujitsu Siemens

Computers: o Worlds’ first 0 Watt PCo 0 Watt Monitoro PRIMERGY ECO Racko Green Infrastructure Serviceso Energy saving Mobile Technology

Topic: GREEN IT

Thank you!

CeBIT-Preview Hamburg

Business

Transcript of CeBIT-Preview Hamburg