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© 2013 IBM Corporation
IBM and Softlayer: Cloud Point of View for Telecommunications
July 2013 - Version 0.2
© 2013 IBM Corporation2 IBM Internal Use Only
Global Leader, World-Class Technology
© 2013 IBM Corporation3 IBM Internal Use Only
Global footprint
• 13 data centers
• 17 network PoPs
• Global private network
100,000SERVERS
21,000CUSTOMERS
22,000,000DOMAINS
© 2013 IBM Corporation4 IBM Internal Use Only
Two major application deployment models have emerged in cloud
adoption
Scalable
Virtualized
Automated Lifecycle
Heterogeneous Infrastructure
Cloud Enabled
Elastic
Multi-tenant
Integrated Lifecycle
Standardized Infrastructure
Cloud Native
+Existing
Middleware
Workloads
Emerging
Platform
Workloads
Compatibility with existing systems
“Systems of Record”
Exploitation of new environments
“System of Engagement”
Softlayer
SCE+
© 2013 IBM Corporation5 IBM Internal Use Only
IBM SmartCloud Enterprise+
Several requirements can be used to determine the solution that
is best able to meet your clients needs on day 1
IaaS Capabilities Managed Services
Requirements
Other
Requirements
• Cloud Enabled
• pSeries
• X Series (Win /
Linux)
• Tier 1 storage
• Managed
Applications
• ITIL
• Data hosting
location sensitive
IaaS Capabilities Managed
Services
Requirements
Other
Requirements
• Cloud Native
• Intel (Win / Linux)
• Object Storage
• Unmanaged
• Customer
managed through
APIs
• Hosted in US,
Netherlands,
Singapore
© 2013 IBM Corporation6 IBM Internal Use OnlySource: IBM Institute for Business Value (IBV) Analysis
Opportunities in Telecommunications
• …and the constant change of the communications industry today represents
tremendous growth potential.
Mobility
50 billion mobile deviceswill be connected to
the internet by 2020
Customer advocacy
55 percent
of CSP customers
worldwide who are considered
“antagonists” and can be
converted to “advocates”
Data services
18 timesincreaseincrease in data services
by 2015
New markets
$126 billionCloud market
potential for cloud-based
services by 2015
• Dramatic forces across the industry require new approaches to succeed in a
dynamic market.
Disruptive competitors drive down
profit margins
Advances in technologies like cloud
and next-gen networks challenge legacy
systems’ ability to keep pace
Mobility and data services growth
cause an unprecedented network traffic
and data explosion
Empowered customers
expect a superior communications
experience anywhere, anytime,
on any device
Active government involvement means
increasing regulations
© 2013 IBM Corporation7 IBM Internal Use Only
Industry Challenges
Industry Imperatives
Key Cloud Use Cases
Suggested Cloud Entry Points
• Disruptive competitors drive down profit margins
• Advances in technologies like cloud and next-generation networks challenge legacy systems’ ability to keep pace
• Mobility and data services growth cause an unprecedented network traffic and data explosion
• Empowered customers expect a superior communications experience anywhere, anytime on any device
• Active government involvement means increasing regulations
• Build smarter networks
Integrate analytics and intelligence across the network
domain
• Create & Deliver smarter services
Deliver smarter services that generate new sources of
revenue
• Personalize Customer Engagements
Deliver a differentiated customer experience across the
commerce lifecycle
• Transform operations
Drive Smarter Operations to achieve business and service
excellence
Accelerate time to market with Cloud Platform Services• Develop and Deploy cloud applications• Develop and Deploy cloud applications (SAP)
Cut IT expense and complexity through a Cloud Enabled Data Center• Implement an Advanced Cloud Infrastructure• Access Compute and Storage as a Service
Gain immediate access with Business Solutions on Cloud• Reducing the TCO of B2B integration• Digital Marketing Optimization• Reducing the TCO of implementing Operation Centers
Innovate business models by becoming a Cloud Service Provider• Build the Cloud Infrastructure• Enable Applications in the Cloud• Extend Applications in the Cloud
Telecommunications Cloud Summary
Cloud Service Provider
SaaS & Integration
Automated Deployment
Prototyping, Experiment
Low High
© 2013 IBM Corporation8 IBM Internal Use Only
Build Smarter Networks
Create & Deliver Smarter Services
Personalize Customer Engagements
Transform Operations
Cloud Value* per Imperative
*From low to high: the potential value client may realize from cloud solutions
• Leverage already available SaaS packages, such as ticket management services.
• Benefit from the cloud flexibility & elasticity by deploying Big Data analytic environment based on
Hadoop or real-time stream based systems to analyze events coming from the network.
• Use the cloud to accelerate the deployment & configuration of rule based and case management engines,
such as Cognos or ILOG.
• Deliver M2M enabled solutions leveraging some of our SaaS offerings such as IOC and associated verticals
for water management & transportation.
• Accelerate business value and enable new business opportunities by delivering cloud services to their
subscribers, using offerings such as CSP2, CSP2 essentials, SCE White Labelling, SoftLayer, or partners like
Parallels.
• Speed up transformation and minimize the risks and investments by using marketing, analytical and
collaborative solutions available As a Service.
• Multi channel experience require web technologies which have great advantage to be deployed on a
cloud for operational gains and for resolving potential scalability needs.
• Leverage available Sterling SaaS offerings to support order management.
• Use the Cloud for Development & Test, that provide high potential for gain and deployment ease.
• Use cloud automated deployment capabilities for web based applications, such as portals using pattern
based offerings such as IBM PureSystems, Workload Deployer or SmartCloud Application Services offerings.
© 2013 IBM Corporation9 IBM Internal Use Only
Four key use cases emerge as predominant from this study and should be the starting point for any cloud
strategy: Automated Deployment, SaaS, Prototyping, Experiment and Cloud Service Provider.
1. Automated Deployment:
Provide the ability to deploy and manage complex environments like Asset Management, Web based
solutions such as portals or commerce..
2. SaaS:
Multiple solutions required for the telecommunications imperatives are specialized software which
bring limited value to be run and operated in house. Business Intelligence, predictive analytics,
marketing operations are a few examples of already available SaaS solutions.
3. Prototyping, Experiment
Speed the adoption and personalization of specific components.
4. Cloud Service Provider
Other identified use cases include:• HPC & Big Data for the Big Data (Hadoop, BigInsights, Streams) analytical needs
• Dev &Test for the integrated multi-channel experience solution
• Archive, Backup, Disaster Recovery to provide flexible and cost effective solution to store, manage, and protect CSP
information using SmartCloud Storage Backup, SmartCloud Storage Access offerings
* The list might not be exhaustive.
Include offerings that should leverage
cloud.
** The size of the bar reflects the
relative importance of the use case for
the entire set of solutions.
Potential for Cloud Based Transformation
Cloud Use Case Importance**Benefits Speed up the deployment of solutions and lower the operational costs during their life cycle
Associated Offerings* WebSphere Commerce, Cognos Enterprise, Intelligent Operation Center, SmartCloud Service Delivery for Electronics,
SmartCloud for SAP, BPM, Opennet, IBM MDM
Benefits Accelerate the company transformation and keep the TCO at an acceptable level.
Associated Offerings* SmartCloud Control Desk, Intelligent Operations Center, Water & Transportation Management, Asset Management, Tririga,
Cast Iron, SmartCloud Service Delivery for Electronics, Coremetrics, SPSS, Unica, Sterling, SmartCloud for Social Business.
Benefits Leverages the resource availability, fast deployment capability, low risk nature of cloud deployments.
Associated Offerings* ILOG, Cognos, Worklight or Streams
Benefits Generate additional revenue.
Associated Offerings* CSP2, CSP2 essentials, SCE White Labeling, SoftLayer, Parallels (BP)
1
2
3
4
© 2013 IBM Corporation10 IBM Internal Use Only
1-SaaS & Integration 2- Automated
Deployment3-Prototyping,
Experiment, …
IBM SmartCloud Control Desk
IBM SmartCloud for Social Business
IBM CastIron
IBM Emptoris
IBM Service Delivery for Electronics
IBM Intelligent Operations Center
IBM WebSphere Commerce
IBM Coremetics
IBM SPSS
IBM Unica
IBM Sterling B2B Integration
IBM Sterling Supply Chain Visibility
Platform as a Service Technologies
Workload Deployment & Automation
Infrastructure as a service Technologies
Provisioning & Lifecycle Management
Monitoring & Performance
Usage & Accounting
IBM SmartCloud ServicesPlatform Services
Managed Hosted Cloud
Infrastructure as a Service Technologies
Provisioning & Livecycle Management
IBM SmartCloud ServicesInfrastructure ServicesPublic Cloud
Managed Hosted Cloud
Based on the above use cases, the choice of Cloud infrastructures for Telecommunications is dictated by the ability
to automate / deploy complex applications, provide cloud services to subscribers, integrate with network, and the
need to support the flexibility to rapidly launch, test, configure or experiment new applications.
Following SmartCloud offerings are suggested:
• CSP2 (Cloud for Service Providers) and CSP2 Essentials are carrier grade cloud offerings that contains
enhancements to provide a multi-tenancy environment that allows both internal and external users to exist on the
same cloud and management platforms.
• For deployment on existing hardware: SCP (SmartCloud Provisioning) or SCO (SmartCloud Orchestrator),
and for a bundled optimized solution: PureApplication Systems are potential candidates for private clouds.
• SCE (SmartCloud Enterprise) and Softlayer are public cloud or hosted private cloud options for infrastructure
services. White labelling and reselling are further options to be considered to become cloud service provider.
• SmartCloud Storage Access to provide cloud storage infrastructure
• SCE+ (SmartCloud Enterprise+) to extend managed services from traditional hosting to cloud
Business Analytics and Optimization
Social Business
Smarter Cities
Business Processes as a Service
Use Cases*
Cloud
Components
Cloud
Offerings
* These are the most
important Use Cases for
Telecommunications (see
previous slide)
Cloud Deployment Options for Key Use Cases
Managed
Services
4- Cloud Service
Provider
Platform as a Service Technologies
Workload Deployment & AutomationApplication Integration & Brokering
Infrastructure as a service Technologies
Provisioning & Lifecycle ManagementStorage ManagementNetwork ManagementEnd User Support Monitoring & Performance
Usage & Accounting
IBM SmartCloud ServicesInfrastructure ServicesPublic Cloud
Managed Hosted Cloud
© 2013 IBM Corporation11 IBM Internal Use Only
WIN Reference: China Unicom (Do not reference client name outside of IBM)
Web link
The Beijing branch of China Unicom struggled to estimate its actual operating conditions, because business operations expanded while the allocation of resources remained the same. The company underused or was unable to reuse or share many pre-deployed resources, for example, and it dealt with insufficient computing power for its existing infrastructure. Meanwhile the company was adding new lines of business and consequently, merging many physical devices into its operating environment, resulting in increasing operating costs.
HeBei engaged IBM to implement IBM CSP2 solution, which will be integrated closely with the customer’s SaaS platform to form an end-to-end cloud service provider platform. IBM provided consulting services and recommendations from a strategic and technical point of view.
The solution includes service provisioning, resource sharing and adjusting among the resource pool to increase system utilization. It also includes a built-in automation engine.
Benefits:
With the CSP2 solution, HeBei experienced the following benefits:
• Automation: advanced automation built into the industry’s most scalable,
carrier-grade cloud offering
• Visibility: unmatched visibility into cloud services, customer experience,
and service utilization
• Control: optimized resources to support business needs by establishing
control over the infrastructure
Primary Contact: Cynthia Lawton
Industry Example of Cloud Usage by Imperative
Imperative: Create & Deliver smarter services
Cloud Use Case: Cloud Service Provider
Cloud Entry Point: Provide Infrastructure and Platform Services to customers
© 2013 IBM Corporation12 IBM Internal Use Only
WIN Reference: NTT
To cut costs and respond to fierce
competition in the wireless-
communications industry - including
competition between its own
companies - Nippon Telegraph and
Telephone Corp. (NTT) needed to
establish a much simpler, more
efficient IT infrastructure. The
company planned to integrate
hundreds of servers and
approximately 200 NTT East and NTT
West data centers. It sought a partner
that could provide the technology,
expertise and implementation
services for a smooth transformation.
NTT transitioned to a consolidated, private-cloud IT infrastructure. As a first step to the
solution, a total-cost-of-ownership (TCO) analysis of hundreds of NTT servers was
performed, with a focus on workload optimization. The team then proposed using the
advanced virtualization functionality of the IBM System z platform to build a private-cloud
environment, using Tivoli software components to centralize systems management, and
manage and maintain the availability of the server cluster.
Benefits:
By implementing a private-cloud infrastructure NTT gained a simpler, more efficient IT
infrastructure. As a result, the client expects to:
- Consolidate its data centers by approximately 97.5 percent - from 200 data centers into
five sites - over the next three years
- Reduce its JPY50 million annual licensing fee for Oracle software by 70 percent
- Reduce TCO by 30 percent
Web link
Primary Contact: Takayuki Saito
Industry Example of Cloud Usage by Imperative
Imperative: Transform operations
Cloud Use Case: Automated Deployment
Cloud Entry Point: Cut IT expense and complexity through a Cloud Enabled Data Center
© 2013 IBM Corporation13 IBM Internal Use Only
Wireless Service Provider in Thailand
Web link
A wireless-service provider in Thailand
reduces campaign-design time by 50
percent, increases its campaign
volume by 25 percent and reduces
high-value customer churn by 50
percent when it implements a suite of
IBM Unica software to improve the
consistency of customer
communications
The wireless-service provider implemented IBM Unica Campaign software as a
multichannel campaign-management solution. The client uses the software to design
and execute all marketing programs and ensure the consistency of customer
communications. The client also implemented IBM Unica eMessage software to
deliver offers over email and access response data in near-real time. Finally, the client
installed IBM Unica Distributed Marketing software for sophisticated cross-campaign
optimization. The client uses the solution to coordinate all customer preferences and
communications across departments and channels.
Benefits:
By implementing a suite of IBM Unica software, the provider reduced high-value
customer churn by 50 percent while significantly increasing marketing productivity.
The client also significantly reduced campaign-design and -testing time by 50 percent,
enabling marketers to integrate customer data for more targeted communications,
generating response-rate increases of 10 percent. The provider improved
productivity and can now execute marketing campaigns automatically, enabling it to
increase its campaign volume by 25 percent using the same resources. The client also
improved its time to market and enabled users to analyze customer data before and
after executing campaigns. The solution also helped the client improve the
consistency of customer communications.
Primary Contact: Priscilla E. Wiederhold
Industry Example of Cloud Usage by Imperative
Imperative: Personalize Customer Engagements
Cloud Use Case: SaaS (Unica)
Cloud Entry Point: Gain immediate access with Business Solutions on Cloud
© 2013 IBM Corporation14 IBM Internal Use Only
Vietnam Technology and
Telecommunication (VNTT)
wanted to create a shared central
infrastructure that could deliver
flexible services to small and mid-
sized businesses, enabling the
businesses to access high-quality
IT services with a pay-as-you-use
pricing model. The aim for VNTT
was to foster innovation and
growth in the Vietnamese
economy.
VNTT built a private cloud solution based on IBM hardware and software. The IBM
cloud computing solution offered both a virtual infrastructure and software-as-a-
service (SaaS) capabilities. VNTT also implemented IBM Service Delivery Manager
software which provides the necessary software components to implement cloud
computing. The software provides preinstalled capabilities that includes: a self-
service portal interface for reservation of computer, storage and networking
resources; automated provisioning and de-provisioning of resources; pre-packaged
automation templates and workflows; service management for cloud computing; real
time monitoring for elasticity; and backup and recovery.
Benefits
By implementing IBM BladeCenter hardware, IBM Linux and IBM Tivoli software to
create a cloud environment, VNTT has accelerated the creation of new virtual
infrastructures and SaaS solutions
Web link
Primary Contact: Tran Viet Huan
Industry Example of Cloud Usage by Imperative
WIN Reference: Vietnam Technology and Telecommunication
Imperative: Create & Deliver smarter services
Cloud Use Case: Cloud Service Provider
Cloud Entry Point: Innovate business models by becoming a Cloud Service Provider
© 2013 IBM Corporation15 IBM Internal Use Only
Cut IT expense and complexity
through a
Cloud Enabled Data Center
Accelerate time to market
with
Cloud Platform Services
Gain immediate access with
Business Solutions on Cloud
Innovate business models
by becoming a Cloud
Service Provider
Develop and Deploy cloud
applications
To automate complex
deployments with HA and auto
scaling. Facilitates application life
cycle operations
Develop and Deploy cloud
applications (SAP)
Deployment of SAP solutions on
SCE+ or private cloud
Reducing the TCO of B2B integration
To reduce the total cost of ownership of B2B
integration, accelerate B2B collaboration and
facilitate growth
Digital Marketing Optimization
To provide a highly personalized and
compelling customer experience across all
marketing channels
Reducing the TCO of implementing
Operation Centers
To provide timely and efficient services to
governments and agencies
To acquire new capabilities more quickly
Implement an Advanced Cloud
Infrastructure
To provide fully integrated &
scalable cloud-based infrastructure
and services.
To enhance scalability, resiliency
while allowing higher revenue
For Dev & Test activities, and to
deploy applications on premises
Access Compute and Storage as a
Service
To provide rapid access to security-
rich, enterprise-class virtual server
environments and a flexible and
cost effective solution to store,
manage and protect data.
Providing Infrastructure
and Platform Services to
customers
Eliminate customers’ need
to own and operate
infrastructure and
software licenses.
IBM Internal Use Only
Recommended Cloud Entry Points and Projects*
* These are the recommended
Cloud Entry Points and Projects according to the Use Cases identified previously
© 2013 IBM Corporation16 IBM Internal Use Only
Next Steps Considerations
Develop cloud strategy and Roadmap
� Assess cloud deployment models, service options and workloads
� ROI Analysis
� Choose initial project
Start with recommended Cloud Entry Points and Projects
� Gain immediate Access with Business Solutions on Cloud
� Providing Infrastructure and Platform Services to customers
� Implement an advanced cloud infrastructure
� Access compute and storage as a Service
� Develop and Deploy Cloud Applications
� Develop and Deploy Cloud Applications (SAP)
Roll out cloud across the enterprise
� Enable additional workloads on private cloud
� Add new users
� Use trusted public cloud services to supplement business and IT workloads
Pilot and
Deploy
Extend and
Evolve
Plan and
Prepare �
�
�
© 2013 IBM Corporation17 IBM Internal Use Only
Cloud Use Cases definitions
Every solution brings its industry specific business values as highlighted by the imperative. Leveraging cloud services will bring a mix of
additional values (around TCO, flexibility, speed, agility…) to the solution which depend on the Cloud Use Case. For example, Dev& Test is
a well known use case for cloud, as the rapid self service provisioning of infrastructure enables to speed up the development process and
to adjust the capacity to the current activity. SaaS is another use case as it enables businesses to acquire rapidly new solutions at a lower
TCO and let them focus on their core business.
We have defined following reference cloud use cases to better classify solutions and the associated cloud added values.
Cloud Use Case Definition
Cloud Service Provider Deliver cloud services to their subscribers, such as cloud infrastructure, cloud aggregation platform, managed solutions,
software as a service solutions
BPaaS BPaaS refers to the outsourcing of entire business processes. This service is provided by a mix of software and
dedicated or shared staff
SaaS & Integration This includes Software provided as a Service and the ability to integrate SaaS with on premises systems
Dev & Test This use case includes different aspects like continuous integration, on demand disposal of development and test
environment, load testing, etc… which all enable to speed up the processes and to increase the final quality.
HPC, Big Data This includes the type of job oriented workloads which require typically a large set of machines. These workloads often
exhibit variable load (either periodic or unpredictable) and may require transient increase of capacity.
Virtualized Desktop This pattern is about providing virtualized desktops from the cloud, thus lowering administrative costs.
Prototyping,
Experiment
This outlines the value of cloud to provide on demand capacity to prototype or evaluate new packages or to test and
experiment analytical queries
Automated
Deployment
This usage includes the ability of cloud to automate the deployment of complex middleware or environment (multi-tier
applications). This speeds the application deployment and lowers the cost of operations
Scalable Applications This is about the ability to automatically scale or spill over large applications (Commerce, Web apps) in order to manage
and deploy infrastructure capacity during peak and of-peak periods
Archive, Backup,
Disaster Recovery
These are IT services advantageously enabled by the cloud. Benefits are cost savings and operational efficiencies
© 2013 IBM Corporation18 IBM Internal Use Only
ibm.com/cloud
18