The Cloud.Yes, there is a silver lining.

By 2025 the digital economy will be the same size as the physical economy was in 1995

– Seagate

Perspective..

Global players: Amazon, Google, IBM, HP, Cisco and Oracle, Indian players: TCS and Netcore

Cloud computing market in India is estimated at around $400 million and is expected reach $4.5 billion by 2015 - ZinnovManagement Consulting

75 per cent of the total market would be driven by private clouds

The cloud will help companies reduce their operational cost by around 50 per cent

IT expenditure on cloud technology is expected to grow from 1.4 per cent in 2010 to 8.2 per cent by 2015

What’s the cloud?

• Cloud computing is a technology model that allows on-demand network access to a shared pool of computing resources like servers, network, storage and applications.

• This means an organisation need not invest in buying, maintaining, and hosting its own IT infrastructure.

• Companies can avail of third-party services for all IT requirements and pay according to their use of the infrastructure

A flight to London

Twenty years ago, if you went into an airport you would walk up to a counter and present paper tickets to a human being. That person would register you on a computer, notify the flight you’d arrived, and check your luggage in. All this was done by humans.

Today, you walk into an airport and look for a machine. You put in a frequent-flier card or credit card, and it takes just three or four seconds to get back a boarding pass, receipt, and luggage tag. What is interesting is what happens in those three or four seconds.

A flight to London.. Contd..

The moment the card goes in, you are starting a huge conversation conducted entirely among machines. Once your name is recognized, computers are checking your flight status with the airlines, your past travel history, your name with the airline (and possibly also with Security Agencies). They are checking your seat choice, your frequent-flier status, and your access to lounges.

This unseen, underground conversation is happening among multiple servers talking to other servers, talking to satellites that are talking to computers (possibly in London, where you’re going), and checking with passport control, with foreign immigration, with ongoing connecting flights. And to make sure the aircraft’s weight distribution is fine, the machines are also starting to adjust the passenger count and seating according to whether the fuselage is loaded more heavily at the front or back.

That’s the power ofthe cloud.

Case in example..

Hungama based its operations on around 150-180 servers from Amazon (scalable).

The company saved 40-50 per cent of the costs it would have incurred had it purchased servers.

Hangama was launching new products and services, for which it had to make investment in hardware and software.

Hangama evaluated cost-benefit of the cloud versus owning and operating infrastructure.

WHO?

Who needs it most..?

Small Businesses

• Why?– Enterprise performance for fraction of cost– No CAPEX in infrastructure, maintenance and

replacement– Agile Data Infrastructure– Unprecedented Scalability– Industry-Leading Storage Efficiencies– Nondisruptive Operations and Data Mobility– Intelligent, Proactive Management– Secure Multi-Tenancy (shared infra)

Cloud adoption by company size

Industries adopting cloud

SME MINDSET

The SME business owner or decision maker is a person who is completely concerned with the businesses

growth and its profit. Usually a family run operation, it is common to find young as well as older members

running operations and making business decisions. In an ever younger India, SMEs are emerging as a major

area of growth.

Many SMEs are stand-alone units and are very traditional in their approach to business.

However, they find growth a serious issue and look for means to move ahead.

NICHE

DRIVE & MOTIVATE

TECHNOLOGY LEAPS

CREATE DIFFERENTIATION

GROWTH

Their thinking..

Handling logistics are operational areas that take up time and

effort.

Technology has helped a little in bridging gaps between large

players and small.

Need to maintain tight control over all aspects of the

business.

Need to justify every rupee spent

on technology.

Investing in technology is a must if one wants to

succeed.

“I’m not chasing small or medium dreams” “I aim to be the

best.”

WHAT?

What do businesses need?

Integrated, out-of-the-box solutions for:• Domain purchase

• Web-service portal hosting

• Web based business applications

• Multi-device applications for

– Business Automation

– Customer Interface

• Data hosting

• Offsite-processing

• Customized solutions – managed services

WHO ELSE?

Top cloud service providers - India

Source: Cloud Computing in India survey

Market Generic Services

• Hosted Applications• Email• CRM• Server Capacity• Application Development• Content Management Systems• Database hosting• Office Productivity Software• ERP

HOW TO COMPETE?

Essential product portfolio

Hosted Applications

Email

CRM

Server Capacity

Application Development

Content Management Systems

Database hosting

Office Productivity Software

ERP

Strengths

Healthy customer additions

Significant market

Weaknesses

Requires constant focus on research and development

High dependence on latest technology

Opportunities

Growing demand for cloud services

Need for anywhere, anytime

access

Rapidly growing SMBs

Threats

Intense competition

Economic slowdown

Privacy concerns

SWOT

COMMUNICATION GTM

1:00 pm

5:00 pm

8:00 pm10:00 pm

8:00 am

•Morning walk•Breakfast•Daily routines•In car on the way to office•At office

• Lunch break• Catch on some gossip and information

with peers •At office•Commute for meetings

• Tea break• Begin to wrap up the day• Get ready to pick up partner• Make a call to confirm if anything is

needed at home•Dinner at a restaurant/ home

• Time to get back home • Watch news on TV • Wife and children exchange the whole day info• Discussion with partner on important matters• R&R at Home

• Time to rest

Weekday Lifecycle

1:00 pm

5:00 pm

8:00 pm10:00 pm

8:00 am

•Morning walk•Gym•Breakfast•R&R Home•Transit to mall•Shopping

•Lunch at a restaurant•Bank/ATM•Movie

•Transit Home•TV/ Play with children•R&R

•Dinner•Watch news on TV

• Time to rest

Weekend Lifecycle

1:00 pm

5:00 pm

8:00 pm10:00 pm

8:00 am

•Freshen up•Breakfast•Commute to the airport•Time spent at airport

•Flight•Commute to Hotel•Commute to Meetings•Meetings

•Commute to Meetings•Meetings•Drink with colleagues

•Commute to hotel•Dinner with colleagues/ business partners•Retire to hotel room

• Time to rest

Tour Day Lifecycle

Touch point Analysis

SMEAccessibility

Out of Home/ Outdoor

At Home At Work

Air Transit

RoadTransit

On Tour

Newspapers: Business & Generic (dependent on

region)

Magazines

•Business

•Weekly

Television

•Business

•Entertainment

Home Computer

•Personal e-mail

•SEO & SE Advertising

•Entertainment sites

Residential Activation

Touch-points at home

Newspapers

Magazines

Trade journals

ComputerEmail, Site

branding, Desktop widgets, SEO & SE

Advertising

DM/ Letter

Cluster Activation

Cluster

Signages

Touch-points at work

Radio

Hoardings/ Mobile Hoardings/ LED

Hoardings

Digital Signages

Bus BrandingHotspot Activation

(Clubs & Restaurants)

Blimps/ Shaped Balloons

Car Park Key Tagging/ Special

Valet service

Out of home/ outdoor touch-points

Newspapers

Magazines

•Business

•Entertainment

Laptop

•Email

•Site branding

•Widgets

Mobile

•SMS/ Email

Hotel branding and In-room offers/ branding

Digital Signages

Touch-points during travel/tour

Air

• Ticket/ Boarding Pass/ In-air shopping

• Headrest branding

• Airport Kiosk activation

Road/ Rail

• In-vehicle branding

Other (surface/ water)

• Travel Accessories

Transit

TV

• Theme Commercial

Electronic

•E-Mail

•SMS Blast

•Website Banners

•Search Advertising

•Mobile App Banner

Print

•Business Magazines

•Weekly Magazines

•In-Flight Magazines

•Weekend SME Supplement

•Bill Branding through tie-up

OOH

•Cluster Signages

•Roadside Standee

•Cluster Posters

•Hotel/ Restaurant Tent cards

Transit

•Airport Kiosk

•Boarding Pass Branding

•Airport Standees

Tie-ups

•Bill Insert

•Hotel In-room

•SME associations

Activation

•Cluster/ Association

•Personal Appointment

GTM Touch-points

Lead Generation through inward calls and via database

MOVING AHEAD..

Next Steps

• Develop hosted services and storage facilities

• Create strong go-to-market product strategy

• Develop and initiate marketing communication to launch and drive demand

Best in Class

• High end storage systems

• Multi Platform OS• Local, regional &

global backup• Comprehensive on-

demand business applications

• On-demand processing

Discussions