Analysis of Intel OS for Cloud Computing PEST Analysis of Cloud Computing Adoption Findings & Recommended Marketing Strategies

Created by Niven Singh

Guide For This DeckPurpose: This deck was created to showcase a sample of research and industry analysis tactics around Intel’s Open Stack Software for Cloud Computing efforts and “Cloud for All” initiative. The analysis acted as the basis for high level marketing recommendations around B2B Cloud Computing Adoption.

Objective: Propose high level marketing strategy and messaging suggestions for the Cloud/Open Source Team by topic area and audience, grounded in research and analysis.

Notes on this Deck:If there are any questions on this material or would like further clarification, contact Niven Singh (niven.singh@gmail.com)

Cloud For All InitiativeOverview- Intel recently announced the “Cloud for All”

initiative, highlighting a strategic partnership with Rackspace to help speed up cloud adoption and market readiness

- Primary Goal: Accelerate enterprise ready (i.e. easy to deploy) software defined infrastructure through partnerships, investments and R&D

- Secondary Goal: Focus on optimizing SDI solutions to provide the market with efficient cloud solutions by fully utilizing Intel’s technology capabilities

- Tertiary Goal: Facilitate industry and community wide conversations and engagements through open industry standards

OpenStack Open Source Software for IntelOverview- Intel heavily invested in advancing the

development of OpenStack Open Source Software for Cloud Computing through the “Cloud for All” partnership with Rackspace

- Through this partnership, Intel and Rackspace will open the OpenStack Innovation Center, where developers will be able to test and validate OpenStack applications

- This partnership is also the basis of the largest combined developer team to date working towards enhancing Software Defined Infrastructure (SDI) Stacks

- Intel is able to offer the market various technologies and support across each layer of the SDI Stack – spanning integral chipsets to Intel Virtualization Technologies

- Analysts expect further announcements around SDI standard based innovation after IDF15

PEST Analysis of Cloud Computing AdoptionOverview & Findings

Political Economic- Data Protection- Compliance- Global Cyber Warfare- Market Awareness

- Affordability- Cost Reduction w/ OpenStack- Vendor Maturity- TCO

Social Technologic- User Experience & Friendliness- Education & Skill Development- Shift to Managed Services - Increased Human Investment

- Efficiency & Reliability of OpenStack SDI- Scalability- Feature Sets- Complexity- Legacy Applications

A PEST Analysis is a systematic way of identifying and addressing macro external factors around an industry, trend or technology. The acronym accounts for Political, Economic, Social and Technological factors commonly affecting business activities and performance. This type of analysis is typically used to help understand the current market and align business efforts to be more relevant and impactful.For this mini-study, open source intelligence and research was utilized to identify macro elements impacting the Cloud Computing arena, based on analyst commentary, industry reports, forum discussions, and limited interviews with professions. High level findings are outlined below:

PEST Analysis of Cloud Computing Q315 – Key Macro Concerns Around Cloud Computing

PEST Analysis of Cloud Computing AdoptionOverview & Findings- Intel is ideally situated to comment on many of the macro factors identified, as

a provider of core technologies and as a driving investor in the industry- While many of the macro factors impacting Cloud Computing adoption are not

net new, the consistency and evolution of said factors indicates the audience concerns have yet to be resolved

- In the political arena, increased concerns around security, data isolation and compliance are pertinent across all audiences given recent cyber attacks, hacks and compromises both in the public and private sector

- As for economic factors, continuous commentary around affordability - specifically around the cost of deployments – indicates users will continue to be hesitant of TCO, specifically around hybrid cloud solutions due to increased software & hardware components

- Socially, B2B audiences are starting to acknowledge the inevitable increase in investments relating to human capital, specifically around improving collective education and specialized skill sets within their organizations

- Regarding technological factors; analysts, experts, and customer commentary around scalability, MVP feature sets and complexity suggests skepticism of what vendors deem as market-ready solutions

High LevelRecommendations- Because cloud computing, storage and virtualization have been around for over a

decade now, the market is continuing to demand transparency - Through strategic positioning and messaging, Intel can act as a representative in the

following arenas: - Political: As a spokesperson and market educator- Economic: As a spokesperson for the output of Intel’s strategic partnership- Social: Through story telling, research and use cases development - Technology: Through R&D and product marketing

- Messaging in each of these arenas will differ based on audience type, as well as topic areas and formatting (see next slide), with the ultimate goal of delivering prompt updates, transparency and continuing to build trust simultaneously

- In addition to OpenStack & Cloud specific product marketing, continue highlighting core related Intel technologies like Intel Virtualization Technologies, Intel IT Cloud Security and Hybrid Cloud Computing

- Addressing macro factors from the PEST Analysis will need to be ongoing – adapting with the market as new OpenStack feature sets are released, additional use cases emerge and the “Cloud for All” Initiative progresses

Audience Specific MessagingRecommendations

B2B Customers Developers Industry

Prioritized PEST Focus

Areas

Messaging Topics

Content Format

or Distribution Channel

AffordabilityHybrid Use Cases

ScalabilityEducationSecurity

MVP Feature SetsTesting & Validation

Support

SecurityData IsolationCompliance

Industry Trends

1st - Economic2nd - Social

3rd - Technological

1st - Technological2nd - Political3rd - Social

1st - Political2nd - Economic

3rd - Technological

White PapersUse CasesInterviews

ConferencesBloggingCorporate Initiatives

Industry ReportsPress Releases

Interviews

By Audience

Priority of PEST focus areas was determined through by the research, taking into account the popularity of subject matter, human intelligence input and PEST Analysis findings

Supplements

Why a PEST Analysis- A PEST Analysis is a popular analytical

framework used to identify and understand macro external factors impacting a particular industry, business, product or trend

- Utilizing a PEST Analysis when developing marketing strategies is beneficial as the marketer obtains a clearer understanding of the environment a specific product or service would be entering

- Marketing best practices suggest validating marketing strategies and concepts internally to avoid misalignment and uncover blind spots in messaging – doing a PEST Analysis provides a framework to test strategies against

- Lastly, conducting such an analysis allows for a team or organization to proactively consider how to respond to challenges and opportunities that are currently in play