Cloud computing enables organizations to improve efficiency, agility and innovation. It allows for increased collaboration both internally and with partners/customers through removing information boundaries. Cloud also facilitates business analytics and servitization by supporting greater data access and interaction. Adopting cloud represents an opportunity for IT departments to help their organizations gain competitive advantages across key areas of the business.

1. © 2013 IBM Corporation© 2013 IBM Corporation
Vers un avantage concurrentiel grâce à la
technologie cloud
Dr. François Habryn
11 Juin 2013

2. © 2013 IBM Corporation© 2013 IBM Corporation
What cloud computing might be? a hype topic…
2
1. Mulholland, A., Pyke, J., & Fingar, P. (2010). Enterprise Cloud Computing: A Strategy Guide for Business and
Technology Leaders. Meghan-Kiffer Press.

3. © 2013 IBM Corporation© 2013 IBM Corporation
Cloud computing service delivery can be compared
to services delivered by hotels
3
Standard data
center
Shared Data
center
Cloud Based Data
Center

4. © 2013 IBM Corporation© 2013 IBM Corporation
What cloud computing is and is NOT ?
4

5. © 2013 IBM Corporation© 2013 IBM Corporation
Cloud Computing – New or Old?
5
Mulholland, A., Pyke, J., & Fingar, P. (2010). Enterprise Cloud Computing: A Strategy Guide for
Business and Technology Leaders. Meghan-Kiffer Press.

6. © 2013 IBM Corporation© 2013 IBM Corporation
Being an economic shift, the impact of cloud
computing goes beyond the IT department
Dev -test
Sourcing
Cust. Insight
Opex
Time to market
Competitive advantage

7. © 2013 IBM Corporation© 2013 IBM Corporation
Each objective of cloud forms the building block for the
next advantage
7 http://www.cio.de/was_ist_cloud_computing/2267434/index.html accessed on April 19th 2013

8. © 2013 IBM Corporation© 2013 IBM Corporation
IT efficiency improvements result from three
main optimizations
8

9. © 2013 IBM Corporation© 2013 IBM Corporation
Each objective of cloud forms the building block for the
next advantage
9 http://www.cio.de/was_ist_cloud_computing/2267434/index.html accessed on April 19th 2013

10. © 2013 IBM Corporation© 2013 IBM Corporation
Animoto leveraged agility provided by cloud services
to successfully implement its business model
• Online video service to make and share
videos
• Launched in 2007 on own servers
• Moved to Amazon AWS in 2008
• 3 days after facebook integration, reached
750,000 additional users
• Used Amazon AWS for quickly deploy new
servers
• Ensured success of business model
http://aws.amazon.com/solutions/case-studies/animoto/
http://www.youtube.com/user/IBMCustomerReference
10

11. © 2013 IBM Corporation© 2013 IBM Corporation
IT agility improvements result from three main
optimizations
11

12. © 2013 IBM Corporation© 2013 IBM Corporation
Each objective of cloud forms the building block for the
next advantage
12
Innovation: Economic application of an invention
or improvement that significantly changes the
existing balance among competitors.1
Innovation process: invention, internal diffusion,
external diffusion
1. Joseph Schumpeter (1911) „Theorie der wirtschaftlichen Entwicklung“

13. © 2013 IBM Corporation© 2013 IBM Corporation
Cloud services remove information boundaries, thereby
supporting collaboration, and innovation
13
Source: Satzger/Neus (2010), Principles of Collaborative Innovation – Models and implementation of open and peer-to-peer innovation
approaches. In: Gerybadze et al. (eds.) Innovation and Corporate Growth – Strategy, Processes, Performance (forthcoming).
GoogleDocs
Appexchange
Amazonmechnicalturk
Artificial Artificial Intelligence

14. © 2013 IBM Corporation© 2013 IBM Corporation
62% of the organizations using analytics leverage it for
creating personalized relationships with customers
1. Kiron, D., Shockley, R., Kruschwitz, N., Finch, G., & Haydock, M. (2011). Analytics : The widening divide. MIT Sloan Management Review (p. 25).
MIT Sloan Management Review.
2. Tim McGuire, Taylor Roche, and Andreas Weinberger: Analyzing Test Data from a Worldwide Fleet of Fuel Cell Vehicles at Daimler AG,
TheMathWorks News&Notes, 2008
3. http://www.forbes.com/sites/joemckendrick/2012/07/19/fastest-growing-category-of-cloud-computing-business-intelligence-and-analytics/
“Cloud-based BI and analytics will be among the fastest-growing
cloud-based business management solution types through the next
two years.”3
14

15. © 2013 IBM Corporation© 2013 IBM Corporation
By supporting collaboration and analytics, cloud
technology is an enabler of servitization
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16. © 2013 IBM Corporation© 2013 IBM Corporation
Most market leader organizations undergoes a shift
from selling goods to selling services
Servitization
Good Further application of good
More individualization
More interaction
16
BMW

17. © 2013 IBM Corporation© 2013 IBM Corporation
Cloud helps building a competitive advantage through
creating value at different position of the value chain…
17
Efficiency Agility
Business
Innovation

18. © 2013 IBM Corporation© 2013 IBM Corporation
Consider that cloud may also change the strategic
positioning of the IT department
18
Make sure you have
the right partner for
cloud computing
Analyze your
competitive
positioning
Become your LoB’s
prefered IT service
integrator

19. © 2013 IBM Corporation© 2013 IBM Corporation
19
Thank You For Your Attention
Dr. François Habryn
Senior Consultant
IT Strategy and Optimization
IBM Switzerland
francois.habryn@ch.ibm.com
+41 79 79 66 709

20. © 2013 IBM Corporation© 2013 IBM Corporation20
Key objectives of cloud computing

21. © 2013 IBM Corporation© 2013 IBM Corporation
• How can you improve collaboration throughout your
organization, with customers, with business partners?
• How can you leverage business analytics in your
organization?
• Do you see potential for servitization in your organization?
Summary: Cloud is a new means for delivering IT
services

22. © 2013 IBM Corporation© 2013 IBM Corporation
Servitization relies on information technology
Enables increased
customer participation
Increases share of
information-based value
generation
Enables interaction Increases potential to
individualize
Information &
Communication
Technology

23. © 2013 IBM Corporation© 2013 IBM Corporation
People services and crowd sourcing are promising forms of
collaboration with potentially very high business impact
23
•Simple OCR scenario on
Amazon‘s Mechanical Turk
platform: recognition of a
single hand written word
•3528 tasks
•112 workers
•First result submitted after 22
seconds
•Less than 15 minutes to
complete all tasks
Kern, R.; Thies, H.; Satzger, G. (2010): Statistical Quality Control for Human-Based Electronic Services. in: Maglio, P.; Weske, M.; Yang, J.; Fantinato, M. (eds.), Service-
Oriented Computing - Proceedings ICSOC 2010. LNCS, no. 6470. Springer. 243–257.

24. © 2013 IBM Corporation© 2013 IBM Corporation24
Agility is a key enabler for diffusing innovation
1. Joseph Schumpeter (1911) „Theorie der wirtschaftlichen Entwicklung“
Creativity
Stakeholder
Management
Marketing & Efficiency
InventionInvention
Internal
Diffusion &
Adoption
Internal
Diffusion &
Adoption
External
Diffusion &
Adoption
External
Diffusion &
Adoption
Innovation diffusion requires agility

25. © 2013 IBM Corporation© 2013 IBM Corporation
Let‘s look at the tools we use today for coordinating
and organizing our work...
25
Roman Army Legion
2000 years ago
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