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Operator strategies | Service launches by type Mass market services Other 5% Vertical apps – various* 11%


Desktop Virtualization 3% Multimedia


Security 6%


content management 3% PaaS 2%


Unified comms & collaboration 16%


Storage, backup & restore 15%


laaS compute 15%


*Vertical industry apps include: retail, health, energy & utilities, public sector and financial services


Professional services 10%


Source: Informa Telecoms & Media


It is questionable how many commodity cloud players the market can sustain. Going broke for scale sounds feasible as a strategy, but it’s failed miserably in the past.


And it is questionable how many com- modity cloud players the market can sus- tain. Going broke for scale sounds feasible as a strategy, but it’s failed miserably in the past. Operators must not re-architect the boom and bust cycle of the Enron Era, price is the only true distinguishing feature of a commodity service. For all the effort —and investment—that operators have put in the cloud to in 2011, that’s hardly a desirable outcome. Therefore, Informa’s recommendations to operators are, firstly, to control the cost base. There is no point in selling the cloud without taking advantage of it and operators must transform internally, or they will fail to understand the cloud’s benefits and how to market them. Nor will their cost base match or improve on that of pure-play cloud players. Secondly, they must invest in high-value


community clouds and serve the needs of an industry ecosystem. Adapting and certify- ing cloud services for the specific usage of an industry is already paying dividends and differentiating some service provid- ers. AT&T, Orange Business Services and T-Systems are among operators executing on this strategy in the health, transport and utilities industry sectors. Finally, Informa recommends operators mobilise the cloud to transform business


Source: Informa Telecoms & Media


processes. Despite indications to the con- trary, cloud computing functions outside the walls of the datacentre. The opportunity to mobilise access to cloud applications is a powerful differentiator for operators. Criti- cally, this must include not only people but also embedded devices.


Not all client wins are made public, but re-


search suggests there’s good news out there: Those publicised customer wins are growing for infrastructure as a service (IaaS), a key cloud service that operators can sell to move away from SaaS-centric revenues. By industry, client wins are widely


distributed. However, Informa believes that fatter margins exist in serving vertical markets, with some operators beginning to recognise which vertical industry seg- ments are more open to cloud computing propositions, and are shaping services to suit them. This remains a minority activity among the 90 or more operators tracked by Infor- ma, but operators following through report good margins by customising cloud services to serve specific industry needs. Health, at 15 per cent and energy and utili-


ties, at 13 per cent of total amount of cloud deals struck in the first half of 2011 are identi- fied as the strongest markets. With profes- sional services and IT not far behind.


For more information on Informa Cloud Monitor visit: http://www.informatandm.com/cloud-monitor/ 08 Mobile Communications International | Cloud Supplement 2012


Health 20%


and utilities 13%


Energy IT


Generic business apps 24%


Customer wins by industry


Automotive 5% Education 5%


Other 20%


Manufacturing 5%


Media and broadcast 5%


Telecom 5%


Public sector 7%


10%


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