The Cloud - A Silver Lining for SMEs v5
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Transcript of The Cloud - A Silver Lining for SMEs v5
The Cloud.Yes, there is a silver lining.
By 2025 the digital economy will be the same size as the physical economy was in 1995
– Seagate
Perspective..
Global players: Amazon, Google, IBM, HP, Cisco and Oracle, Indian players: TCS and Netcore
Cloud computing market in India is estimated at around $400 million and is expected reach $4.5 billion by 2015 - ZinnovManagement Consulting
75 per cent of the total market would be driven by private clouds
The cloud will help companies reduce their operational cost by around 50 per cent
IT expenditure on cloud technology is expected to grow from 1.4 per cent in 2010 to 8.2 per cent by 2015
What’s the cloud?
• Cloud computing is a technology model that allows on-demand network access to a shared pool of computing resources like servers, network, storage and applications.
• This means an organisation need not invest in buying, maintaining, and hosting its own IT infrastructure.
• Companies can avail of third-party services for all IT requirements and pay according to their use of the infrastructure
A flight to London
Twenty years ago, if you went into an airport you would walk up to a counter and present paper tickets to a human being. That person would register you on a computer, notify the flight you’d arrived, and check your luggage in. All this was done by humans.
Today, you walk into an airport and look for a machine. You put in a frequent-flier card or credit card, and it takes just three or four seconds to get back a boarding pass, receipt, and luggage tag. What is interesting is what happens in those three or four seconds.
A flight to London.. Contd..
The moment the card goes in, you are starting a huge conversation conducted entirely among machines. Once your name is recognized, computers are checking your flight status with the airlines, your past travel history, your name with the airline (and possibly also with Security Agencies). They are checking your seat choice, your frequent-flier status, and your access to lounges.
This unseen, underground conversation is happening among multiple servers talking to other servers, talking to satellites that are talking to computers (possibly in London, where you’re going), and checking with passport control, with foreign immigration, with ongoing connecting flights. And to make sure the aircraft’s weight distribution is fine, the machines are also starting to adjust the passenger count and seating according to whether the fuselage is loaded more heavily at the front or back.
That’s the power ofthe cloud.
Case in example..
Hungama based its operations on around 150-180 servers from Amazon (scalable).
The company saved 40-50 per cent of the costs it would have incurred had it purchased servers.
Hangama was launching new products and services, for which it had to make investment in hardware and software.
Hangama evaluated cost-benefit of the cloud versus owning and operating infrastructure.
WHO?
Who needs it most..?
Small Businesses
• Why?– Enterprise performance for fraction of cost– No CAPEX in infrastructure, maintenance and
replacement– Agile Data Infrastructure– Unprecedented Scalability– Industry-Leading Storage Efficiencies– Nondisruptive Operations and Data Mobility– Intelligent, Proactive Management– Secure Multi-Tenancy (shared infra)
Cloud adoption by company size
Industries adopting cloud
SME MINDSET
The SME business owner or decision maker is a person who is completely concerned with the businesses
growth and its profit. Usually a family run operation, it is common to find young as well as older members
running operations and making business decisions. In an ever younger India, SMEs are emerging as a major
area of growth.
Many SMEs are stand-alone units and are very traditional in their approach to business.
However, they find growth a serious issue and look for means to move ahead.
NICHE
DRIVE & MOTIVATE
TECHNOLOGY LEAPS
CREATE DIFFERENTIATION
GROWTH
Their thinking..
Handling logistics are operational areas that take up time and
effort.
Technology has helped a little in bridging gaps between large
players and small.
Need to maintain tight control over all aspects of the
business.
Need to justify every rupee spent
on technology.
Investing in technology is a must if one wants to
succeed.
“I’m not chasing small or medium dreams” “I aim to be the
best.”
WHAT?
What do businesses need?
Integrated, out-of-the-box solutions for:• Domain purchase
• Web-service portal hosting
• Web based business applications
• Multi-device applications for
– Business Automation
– Customer Interface
• Data hosting
• Offsite-processing
• Customized solutions – managed services
WHO ELSE?
Top cloud service providers - India
Source: Cloud Computing in India survey
Market Generic Services
• Hosted Applications• Email• CRM• Server Capacity• Application Development• Content Management Systems• Database hosting• Office Productivity Software• ERP
HOW TO COMPETE?
Essential product portfolio
Hosted Applications
CRM
Server Capacity
Application Development
Content Management Systems
Database hosting
Office Productivity Software
ERP
Strengths
Healthy customer additions
Significant market
Weaknesses
Requires constant focus on research and development
High dependence on latest technology
Opportunities
Growing demand for cloud services
Need for anywhere, anytime
access
Rapidly growing SMBs
Threats
Intense competition
Economic slowdown
Privacy concerns
SWOT
COMMUNICATION GTM
1:00 pm
5:00 pm
8:00 pm10:00 pm
8:00 am
•Morning walk•Breakfast•Daily routines•In car on the way to office•At office
• Lunch break• Catch on some gossip and information
with peers •At office•Commute for meetings
• Tea break• Begin to wrap up the day• Get ready to pick up partner• Make a call to confirm if anything is
needed at home•Dinner at a restaurant/ home
• Time to get back home • Watch news on TV • Wife and children exchange the whole day info• Discussion with partner on important matters• R&R at Home
• Time to rest
Weekday Lifecycle
1:00 pm
5:00 pm
8:00 pm10:00 pm
8:00 am
•Morning walk•Gym•Breakfast•R&R Home•Transit to mall•Shopping
•Lunch at a restaurant•Bank/ATM•Movie
•Transit Home•TV/ Play with children•R&R
•Dinner•Watch news on TV
• Time to rest
Weekend Lifecycle
1:00 pm
5:00 pm
8:00 pm10:00 pm
8:00 am
•Freshen up•Breakfast•Commute to the airport•Time spent at airport
•Flight•Commute to Hotel•Commute to Meetings•Meetings
•Commute to Meetings•Meetings•Drink with colleagues
•Commute to hotel•Dinner with colleagues/ business partners•Retire to hotel room
• Time to rest
Tour Day Lifecycle
Touch point Analysis
SMEAccessibility
Out of Home/ Outdoor
At Home At Work
Air Transit
RoadTransit
On Tour
Newspapers: Business & Generic (dependent on
region)
Magazines
•Business
•Weekly
Television
•Business
•Entertainment
Home Computer
•Personal e-mail
•SEO & SE Advertising
•Entertainment sites
Residential Activation
Touch-points at home
Newspapers
Magazines
Trade journals
ComputerEmail, Site
branding, Desktop widgets, SEO & SE
Advertising
DM/ Letter
Cluster Activation
Cluster
Signages
Touch-points at work
Radio
Hoardings/ Mobile Hoardings/ LED
Hoardings
Digital Signages
Bus BrandingHotspot Activation
(Clubs & Restaurants)
Blimps/ Shaped Balloons
Car Park Key Tagging/ Special
Valet service
Out of home/ outdoor touch-points
Newspapers
Magazines
•Business
•Entertainment
Laptop
•Site branding
•Widgets
Mobile
•SMS/ Email
Hotel branding and In-room offers/ branding
Digital Signages
Touch-points during travel/tour
Air
• Ticket/ Boarding Pass/ In-air shopping
• Headrest branding
• Airport Kiosk activation
Road/ Rail
• In-vehicle branding
Other (surface/ water)
• Travel Accessories
Transit
TV
• Theme Commercial
Electronic
•SMS Blast
•Website Banners
•Search Advertising
•Mobile App Banner
•Business Magazines
•Weekly Magazines
•In-Flight Magazines
•Weekend SME Supplement
•Bill Branding through tie-up
OOH
•Cluster Signages
•Roadside Standee
•Cluster Posters
•Hotel/ Restaurant Tent cards
Transit
•Airport Kiosk
•Boarding Pass Branding
•Airport Standees
Tie-ups
•Bill Insert
•Hotel In-room
•SME associations
Activation
•Cluster/ Association
•Personal Appointment
GTM Touch-points
Lead Generation through inward calls and via database
MOVING AHEAD..
Next Steps
• Develop hosted services and storage facilities
• Create strong go-to-market product strategy
• Develop and initiate marketing communication to launch and drive demand
Best in Class
• High end storage systems
• Multi Platform OS• Local, regional &
global backup• Comprehensive on-
demand business applications
• On-demand processing
Discussions