Executive style presentation to accompany industry analysis on consumer cloud storage, focusing on the needs of consumers in regards to migrating to complete cloud stroage versus hybrid solutions.

1. What will it take to
“Cross the Chasm”?
T H E C O N S U M E R C L O U D S T O R A G E I N D U S T RY
&
THE ADOPTION OF EXCLUSIVE CLOUD
STORAGE

2. Agenda
• Overview
• Industry: Then and Now
• Frameworks
• Consumer X Profile
• Recommended Action Items

3. Overview
Industry: Consumer Cloud Storage
Big Question
– What will it take for consumers to transition completely to the cloud – i.e.
what will it take for consumer cloud storage crossing the chasm
Frameworks
– Crossing the Chasm
– Competitive Position Compass

4. Fundamentally, the concept of cloud computing
today is the same as it was when first created –
rapid access to digital data stored in an on or off
premise server, accessed via network cables or in
today’s age of technology, via the internet.
What is Cloud Computing?

5. Amazon launched
Industry: Then & Now Salesforce.com
launched first
Elastic Cloud
Computing (EC2) and
SaaS in 1999 on Simple Storage Services
the cloud (S3)
First 250 Average 2011 First
MB hard hard drive In 2002 Amazon 4 Terabyte
disk in 1979 capacity 40 introduced hard drive
MB Amazon Web introduced
Services
The
1950 1960 1970 1980 Internet 1990 1995 2000 2005 2008 2010 2012
Arrives!
2007 First 1 2008 First 157 million global
Invention of First hard shipments of
first hard drive drive to Terabyte 2 Terabyte hard drives
Cloud computing
Cloud computing hard drive hard drive (down from
1953 by IBM break 1GB
coined in 1961 by
coined in 1961 by introduced introduced previous 2 years)
Only 5 MB capacity
John McCarthy
John McCarthy
Facebook launched Google Apps
in 2004, introducing launched in 2009,
social use of the introducing content
cloud creation on the
http://royal.pingdom.com/2010/02/18/amazing-facts-and-figures-about-the-evolution-of-hard-disk-drives/ cloud
http://www.statista.com/statistics/200551/global-sales-figures-of-hard-disk-drives-from-4th-quarter-2010/

6. Frameworks
Technology Adoption Lifecycle
34% 34%
15%
15%
2%
Innovators Early Pragmatists Conservatives Laggards
Adopters

7. Frameworks
Competitive Position Compass
Traditional Value Based
Product Oriented vs. Market Oriented

8. Consumer X Occupation: Doctor
Age: 28
Lifestyle: Active, on-the-go, average understanding
of technology
Cloud devices: Laptop, iPad, iPhone, Nook Color,
Google drive and an External Hard Drive
Current Digital Storage Needs: 761 GB
Stored On Premise: ~600 GB
Stored on Cloud: ~150 GB
Household Digital Storage Needs: 2231 GB
Average Household Capacity: 464 GB
“I would totally move to the cloud if they could
guarantee that my content was recoverable if Concerns with the Cloud: Accessibility, Recovery
something were to happen to the cloud. What if and Privacy
it goes down and I lose all my stuff?

9. Actionable Items
3 Steps Cloud Service Providers Should Take
Step 1: Provide Evidence
• Provide each segment of the Technology Adoption Life Cycle evidence in support of cloud
storage and convince consumers why they should move exclusively to the cloud
– Meet segment demands
– Use values from Competitive Position Compass to identify appealing forms of support
Step 2: Establish Competitive Position
• Identify direct competitor in the market – Differentiate from them
– This feeds directly to the Pragmatist appetite for market oriented thinking and competition
Step 3: Package a “Whole Product”
• Consider demands for supplemental and complimentary products and services around
consumer cloud storage  That is what the early majority users want
– Identify complimentary products or services to further integrate consumer cloud storage into
business and personal day to day activities
• Ex. Google Drive  used to share documents across physical devices

10. QUESTIONS?