This presentation is on importance on Cloud Computing, Service Delivery Platforms in shaping the service delivery and consumption in a networked world, detailing how cloud and SDP solution providers should address the market requirements and how to sell such solutions to both to Operators and Enterprises, it is generic in nature but applies to specific issues in North America and Latin America.
This is about networked future, that applications ( services) to consumers what will be driving revenue for any business in the future. Connectivity will soon become a commodity, The future is in how one can address end users service demands in a cost efficient, dynamic, efficient and specialized way with evolving technology and requirements of speed and flexibility, and interoperability. On Anywhere, Anytime, Any device.
This Presentation was done to HP CMS Management in January 2013
2. Challenge to Operators
(Carriers)
There is a strong push by the ecosystem in silicon Valley to force
operators to become bit pipes.
If not adapting the right strategy, OTT SP, 3rd parties will take the
Services to the consumers, Enterprises and prevent operators and
Enterprises adding revenues streams.
Leverage the strengths of the telecom networks and interoperable
services to gain a competitive advantage instead of moving slowly,
and seeing revenue disappear into the 3rd parties OTT service
providers in cloud. Voice and Data is commodity now
Cloud computing may be high on carriers agendas but they still need
to catch up with OTT SP, internet giants like Amazon and Google
etc. because a rapidly increasing number of users will want and
need to stay connected, any time, any where, any device – to utilize
ANY OR specialized services.
Implementing effective business models with cloud application
providers that take advantage of the operator's quality-of-
experience assurance, (QoS) capabilities, security and
subscriber base.
Accelerating time to provision and deploy operator-hosted cloud
services in a world where speed and specialization will14 January 2013
3. Challenges to Enterprises
Internet and the power of mobile computing (any
device, any where, ay time ) are disrupting every
industry.
Avoid new OTT competitors, in future rapidly
increasing numbers of users, will want to stay
connected to their services anywhere, anytime, any
device.
Enterprises that are still on the fence about cloud
computing, enterprises want to see the where is
the money.
Enterprise IT Focus should be on Services and
Revenue: Not on IT infra management, as in the14 January 2013
4. Operator Business Opportunity
Increase revenue streams, buy providing rental
business models SaaS, PaaS and IaaS
Sharing revenue Business models : private labeling,
co-branding, and reselling. Share revenue with cloud-
based application and content providers, ensuring the
QoS of UE.
Use intelligent Mobile Networks, Next-generation
unified service delivery architectures, SDPs to gain
revenues with own differentiated hosted services
Capture revenue from new business-to-business-to-
consumer (B2B2C) partnerships with cloud application
providers.
Sell a range of cloud services, including hosted audio,
video, and web conferencing; sales force automation;14 January 2013
5. What Cloud means for Operators
Move up in value chain with delivering ICT resources
as a service in a utility model (on demand and pay-per-
use).
Ability to Innovate AND stay upto date with
technology.
Control the infrastructure and access Network…QoS
,Security accessibility.
Defend value and improve one Service delivery
Network is the computer : Cloud is in the network, So
a provider who owns robust network: With extreme high
availability, scalability and the enterprise-class
security with Internet Data Centers, that provide the
performance and bandwidth is needed for most
demanding cloud-based solutions. 14 January 2013
6. Cloud Solutions : the benefits
Availability of infinite resources on demand
No upfront fees, or commitment or time delays in deployments, no
CAPEX
True pay as you go, rental business models on demand services, to
desired scalability
Better utilization through workload multiplexing and virtualization
Simplify operations and reduce OPEX, faster TTM time to market
End-to-end QoS guaranteed experience, which includes access to the
cloud, in providing Value added Services and expanding the users
and service capabilities.
Being the both the connectivity provider and communication provider in
the operators case, enhance UE in innovative communication
services, integrated to verticals.
Resilience : SME can choose cloud solutions to support their
business continuity and disaster recovery plans, ensuring compliance
with regulations and best practices for data availability.
Low cost of utilization in the long run
Many more …
14 January 2013
7. SDP Solutions : the Benefits
SDPs are made to cross technology boundaries,
with seamless integration, services aggregation
and expose the capabilities of the underling
architecture and service enablers.
SDP to expose network assets in a controlled manner to both the internal and
external development communities, including web developers
It Can manage the lifecycles applications and developers.
Increase Customer experience through service variety, easy service access, and
streamlined service delivery
Improve customer experience through service variety, easy service access, and
streamlined service delivery
Increase profitability, through shorter time to cash for new services
Reduce operational costs and prospective investments through flexibility and
simplicity of service delivery, and shorter TTM
Ability to create competitive edge through shorter time to market for new service
offerings
Ability to deliver better customer value through partnership schemes and
personalized service bundles
14 January 2013
8. Benefits of SDP in the Cloud
Enables innovation, decrease time to market, reduce
costs, optimum utilization of resources, all rental
business models ( as a service, or a platform or
infrastructure)
Enforcing service levels, SLAs on Hybrid, Private
and Public clouds, hybrid cloud can be model that
will prevail once enterprises start to embrace cloud
services.
The services can be provided on demand, and
scalable, in a secure network, dynamic up to date,
and flexible.
Operators and Enterprises can partner with or
use other cloud-based SDPs or application
providers to gain new revenues from the delivery of
hosted software-as-a-service (SaaS), or PaaS or
14 January 2013
9. Strategy for Operators
Enhancing Security and “smarter” Connectivity using
technologies like deep packet inspection and traffic management
and “broader” using technologies like LTE and GPON.
keep innovating at the communication layer with
Interoperable services, for example video conferencing, real-
time media and TV
Need to move up the value chain and to the verticals, with
tailored services for industries like media, auto, utilities and
governments, utilizing telecom unique assets as enablers.
Embrace the disruptive business models that technology
creates and establish new partnerships with Content providers
and Service Providers.
Enable users to connect any time, anywhere, any device to
consume ANY services.
Establishing new revenue models in SaaS, PaaS, and IaaS
…as next slide for Enterprise SME as well..
14 January 2013
10. Strategy for Enterprise
Identifying cost reduction, revenue generation, in
Application centric Business models
Understanding application architectures that can
bring the benefits, business objectives by leveraging
the services offered by cloud providers and cloud
platforms to combine connectivity, services,
consumers, computation and data.
Identifying the partners and associations required
in the transformation and revenue generation
business models.
Rapid transition from client server based IT
administration to software application Services
administration where Enterprise core business is
focus
Plan Transfer of IT infrastructure-centric IT
operations to to application-centric operation models
Adaptation of Application Centric business models
14 January 2013
11. Selling SDP and Cloud
Rising above the SDP crowd and the Cloud Crowd
with strong emphasis on capabilities to address
additional revenue generation, problems, transitions,
business needs, with complete researched facts
about the buyers existing situation, or the problem
scenarios with 360 degree focus on customer.
Presenting at all stakeholder levels how explicit needs
can be addressed and demonstrate, in- if ? Then,
scenario, imply the benefits of the solution offers,
rather than stating the benefits of the solution to the
buyer. ( based on SPIN selling)
Articulate Solution capabilities to achieve
Revenue, Specialization and Speed….. Emerging
markets require specialization and speed, not
what Enterprises and operators are used to.
14 January 2013
12. Selling SDP and Cloud
My General Sales Rules
Know the solutions and product portfolio to deeper
and greater extent , SWOT, what it can address as
business objectives, and how to fill any gaps or short
comings.
Honor the prospects and cultivate a good
relationships with respect and diplomacy with clients
Be truthful, timely and specialized in subject matter
and humble in interaction addressing the
requirements and business needs of clients.
Constantly adapt to the requirements, and constantly
evolve with solutions, tools and techniques within the
organization.
Perception : Relationships can make the difference.
Address the emotional “want” beyond the explicit
rational need of the client.
14 January 2013
13. Selling SDP and Cloud : Providing
what is required
Outstanding end to end products with professional
service offerings that address the business
requirements, with skilled experience, tools, and best
practices in reducing time to market in deploying mobile
network solutions to both CSPs and Enterprises.
Access-independent, Secure IP-based, interoperable,
scalable, Mobile Internet solutions are key drivers of
differentiation and new revenues, and profitability to
CSPs and enterprises.
Cloud computing services that operators ,
Enterprises can combine the user experience with
professional services that will be able to handle a
range of issues, such as protection of information,
confidentiality of sensitive business data, data
protection, IT governance, legal questions, unclear
14 January 2013
14. Selling SDP and Cloud : Providing
what is required
Differentiation of Services, Network resident
Local and Distributed, localizing cloud and SDP
Interoperability
Fast access, Fast time to Market in Services
Security Integrated as part of the network
Scalability, reliability, Speed for application, data
and work loads
Ability to Multiply power of the Assets
Avoid latency, Improve productivity of the users
Lowering the utilization cost in the long Run
14 January 2013
15. Trends for the customers in Latin
America.
Trend #1: Telcos and cloud service providers (IT
service providers, OTT providers, independent
software vendors and cloud aggregators/brokers) will
coexist.
Trend #2: The Latin American SME cloud services
market will consolidate. Strategic alliances between
market players will continue emerge, and Telcos will
spin out their cloud services divisions.
Trend #3: SME cloud services will converge and will
evolve from a horizontal to a vertical focus.
Trend #4: The cloud aggregator/broker model will
become mainstream in Latin America 14 January 2013
16. Trends for the customers in North
America.
North American service providers have grown more
comfortable with cloud deployments
Addressing the security fears in Cloud solutions for
consumers as well as businesses. Security concerns
remain the chief brake on cloud growth
The influence of lines of business (LOB) on IT
consumption is increasing. IT will need to partner
with LOB across all stages of IT decision making.
SDPs are more and more interesting to
Enterprises…ex.. transportation, Health care and
utility and M2M solutions as well as Enterprise B2B,
B2C scenarios. 14 January 2013
17. Some thoughts Summery on SDP
and Cloud- competitors
Today, twenty-three percent of total IT spending is devoted to
cloud, and the increase in cloud’s share of IT spending is
expected to increase by 17 percent over the next three years.
I think It's HP, Dell, and IBM, Oracle that have the real ability to
change the game on a grand scale in this space, mainly due to
IT being their core business. NEPs Cisco Eric are slow, no
reputation in IT services to react and still bogged down in
Network core business.
For HP I imagine being able to sell cloud CONSUMPTION as a
business model when you have that many customers globally!
And Become cloud Sherpas ( brokerage)
IBM (perhaps the most committed to cloud) and SDP is still
moving pieces around-but have shown they see both the cloud
consumption opportunity AND their own brand value. Like others
they aren't specializing.
Evolution of SOA, Mashups ,New Service orchestration
capabilities, provide tools and workflow to help build
architectures that deliver Richer UE.
14 January 2013
Hinweis der Redaktion
This presentation is on importance on Cloud Computing, Service Delivery Platforms in shaping the service delivery and consumption in a networked world, detailing how cloud and SDP solution providers should address the market requirements and how to sell such solutions to both to Operators and Enterprises, it is generic in nature but applies to specific issues in North America and Latin America.
This is about networked future, that applications ( services) to consumers what will be driving revenue for any business in the future. Connectivity will soon become a commodity, The future is in how one can address end users service demands in a cost efficient, dynamic, efficient and specialized way with evolving technology and requirements of speed and flexibility, and interoperability. On Anywhere, Anytime, Any device.
This Presentation was done to HP CMS Management in January 2013
Operators have historically coupled connectivity–or the “pipe” as in broadband and DSL added applications communications, as in voice and SMS services. With the presence of ubiquitous broadband access and IP connectivity there is a move towards decoupling of services from access and operators see some of these of revenue-generating services bypassing their bills. This so-called “over-the-top” trend (moving services into the internet cloud), increases the importance of the connectivity business for operators but also risk reducing it to a commodity delivered by “dumb” bit pipes.
Given the control they exercise over access transport networks, operators are better positioned to address many of the concerns that Relate to cloud computing services on the internet. It is an offensive as well as defensive Strategy. They can provide secure quality-of service (QoS) connectivity to and from the data centers. Moreover, their customer-connectivity offerings can be very flexible (elastic) in terms of bandwidth.
If you aren’t developing custom services for your business, why the heck not?
Skills are light in many of these organizations, it will probably delay movement from infrastructure-centric to application-centric operations models, but adaptation is key to survival. Current skills are make sure there are computers available on which to run software that the business requires, not how to optimize application and services usage for revenue generation.
Heavy equipment manufacturer Caterpillar provides an online data collection and analytics service to keep track of equipment condition. Early pioneers in online learning platforms included several colleges and universities. Even political campaigns have gotten into the custom software act.
Cost , Complexity, and Time . Thus, in order to see significant MONEY spent to migrate/move existing apps to the cloud (private or public), we must overcome these obstacles.
Find a way to lower the REAL costs of moving from my own installation in my own data center to a secure instance executing in the cloud. If I have to buy all new stuff to do it, and then pay someone else to manage it, it's not going to be cheaper. Find a way to make it simple—I really want to ship an entire SYSTEM (virtual, presumably) that contains everything as is, from where it currently resides, to the cloud. With one button. Do that, and you solve for time. There isn't any additional time involved.
Sounds simple, Yeah? But hardly no ones done it. Moving existing legacy apps to the cloud take armies of consultants, tons of dough, and an obscene amount of time. That's why no one is out there talking about how much money they are MAKING on this stuff, only how much they are SPENDING. Big difference.
Cloud services provide users with a service or application stored centrally over a web interface or through a thin client. The service is provided on demand, and is highly scalable, always up to date, and very flexible. Operators can partner with or become cloud-based application providers to gain new revenues from the delivery of hosted software-as-a-service (SaaS) or PaaS, or IaaS. Collaboration with existing cloud application providers can take several forms, including private labeling, co-branding, and reselling. Operators can provide enhancements to subscribers in terms of quality of experience, ease of use and discovery, inclusion in value-based bundles, and other features enabled by intelligent mobile network infrastructures.
For operator-hosted SaaS, operators can greatly reduce the time to launch new cloud-based services by combining the virtualization of the data center with the capabilities of the next-generation IP network. This approach to cloud services encompasses a shared unified compute pool, a unified networking fabric, and an application- and media-aware network for secure delivery of services. This allows operators to collaborate with cloud-based application and content providers.
Solutions:
Why use rental services ( i.e Cloud ) ? Because A: doing it yourself is complex, and expensive in this disrupted IT world and B: It‘ should be cheaper to do it with others who have industry specialization.
By 2011, folks were just as likely to consider implementing a cloud solution to contain costs as they were to kill a project or fire people. 2012 data tells us that we've crossed the chasm - people are now MORE likely to use cloud techniques as a cost containment/reduction strategy then they are to shoot a project or get rid of people.
This is a tipping point. Cost reduction/containment is by far the most important catalyst to a long term, thriving market opportunity.
In the new world of converged service delivery, SDPs should also be considered not just as a core function within an operator but as a number of interconnected, distributed service nodes and enablers for different service profiles to different business and market sectors
SDP is not anymore Telco specific SOA.
Why SDP , A: because you will have new revenue models, that you will need to rapidly adapt to with partner eco-system that changes B: Everybody will be sooner or later asking for “ flexible, scalable and available Virtual Private Service Environment “
Public : public test collaboration, cost issues, not sure of the demand patterns for applications
Private: strict service level, mission critical applications, long term strategy for internal cloud
Cloud computing is not only about building virtualized data centers. It is also about an enhanced experience for users and enterprises.
For Enterprises This can be difficult to achieve when traffic is scaled up and the applications environment becomes complicated. Traditional IT
networks will find scaling up while ensuring a good user experience difficult and this gives telecom operators a competitive advantage.
If handled in the right way, the Enterprise benefits are the same, It’s a matter of enabling the vision of users being connected anytime, anywhere,
to anything and on any screen.
Situation Questions.
Problem questions,
Implication Questions, result statements,
Need pay off questions leads to Benefits
Needs are product specific, rational and above the surface, situation and problem questions leads to that. Requirements ( facts) are measurable.
Wants are product neutral, emotional below the surface, based on the perception and not measurable.
With cloud computing services, operators and Enterprises can combine the user experience with professional services and will be able to handle a range of issues, such as protection of information, confidentiality of sensitive business data, data protection, IT governance, legal questions, unclear regulation, non-standardization, customer support and billing.
The benefits to enterprises, operators and users sound pretty straightforward. So why is there still universal apprehension? The answer is security. A report by managed services firm Colt, based on studies by research firm Portio, states that 68 percent of European CIOs said security concerns were holding them back from using cloud computing services. Those who provide cloud computing services simply have to put to rest the concerns of enterprises, operators and users that their entrusted data or personal information is not secure. Cloud computing is, after all, the outsourcing of information. IT staff so far still sleep the soundest when their in-house systems are close by and protected by a local firewall. And cloud computing services are distant, in a shared environment and protected by someone else.
It is important to realize that what matters most is the end-to-end user experience, which includes access to the cloud, the very efficient connectivity layer and innovative communication.
Traditionally, Telcos have dominated the SME market for carrier services, as opposed to the IT and OTT service providers. When it comes to cloud services, Telcos are in a vulnerable position due to strong competition from well-established IT service providers, OTTs and independent software vendors (ISVs).
Cloud Services Brokerages as intermediaries between customers and the cloud technologies they use. The cloud services brokerage helps customers aggregate, integrate and customize various cloud services, and helps consumers of cloud services manage all the interactions with providers – from licensing and governance to data movement and customization.
There is a strong Need and awareness in Networked computing, Cloud as well as SDP in North America. North American service providers have grown more comfortable with cloud deployments as they themselves have moved into the cloud services realm. Carriers are already offering Cloud services.
I know T-Mobile swapped manual cloud provisioning for HP-powered services portal. AT&T is providing Enterprise cloud services.
Machine-to-Machine (M2M) solutions wirelessly connect millions of diverse devices to a network, enabling two-way communication. From trucks and turbines to heart monitors and vending machines, M2M allows network-ready devices to connect and share reliable real-time data via radio signals. Monitored and managed remotely, M2M automates processes in industries from transportation to healthcare.
General Notes: SDPs are commonly considered for the Telco type environments as a core system which interconnects the customer's access and network infrastructure with the OSS systems and BSS systems. SDPs in this context are usually associated to a particular service regime such as mobile telephones or for converged services. SDPs are also considered in the context of very large transformation, convergence and integration programs which require a considerable budget.
In the new world of converged service delivery, SDPs should also be considered not just as a core function within an operator but as a number of interconnected, distributed service nodes enablers (e.g.) for redundancy reasons and for different service profiles to different business and market sectors. Many operators provide commercial scale/grade products such as bundled voice, web hosting, VPNs, mail, conference and messaging facilities to government and corporate clients.
"Virtualization" does not equate to "private cloud"-but it is a key tenet of the private cloud, along with manageability, consistency, and deep understanding of enterprise-level best practices and customer use scenarios. Microsoft's Fast Track for Private Cloud provides a software architecture that enables the delivery of private cloud through its ecosystem. HP has applied its own engineering and integration expertise to Fast Track, resulting in HP Virtual System for Microsoft-HP Converged Infrastructure tuned for Microsoft private cloud environments.
Telecom developers to integrate with Web 2.0 services. SDP “enablers” expose additional network capabilities, such as access to subscriber HLR/HSS databases, network address books or real-time call control mechanisms. Also on the developer front, new service orchestration capabilities, provide tools and workflow to help build composite architecture.