Cloud computing business in TelecomDaNTe 2011DAN NOVIH TEHNOLOGIJAČetvrtak 3. studenoga 2011, Rijeka
Sergej PočučaSenior Solution ManagerNokia Siemens Networks Zagreb
What remains when the cloud (hype) goes away?
Computing, storage and application resources delivered on demand. Scalable - Dynamic - Shared - Paid per use
Business and delivery model evolutionTelecom box
€0.5 per can Special discounted
wholesale price
Virtualized system
€0.8 per literUse your own glass
Tap size fitted to your needs
As a Service
€ 10 per hour ‘all you can drink or as
much as you can’
Hw
Shared hardware
Ap
plic
atio
n
Ap
plic
atio
n
Ap
plic
atio
n
…
Ap
plic
atio
n
Hw
Ap
plic
atio
n
Hw
Ap
plic
atio
n
…
Virtualization
Shared hardware (*A
pp
lica
tion
Ap
plic
atio
n
Ap
plic
atio
n
…
Anonymous cloud infra
Pre-integrated and pre-tested silo systems and NSN defined hardware
Software integration to customer infrastructure
Pay-per-use and service delivery, on-demand infra
Benefits and business drivers for cloud computing
Cost-savings of private clouds
Source: IBM, Capturing the Potential of Cloud, September 2009, May 2010
65%
27%
45%
76%
0%
20%
40%
60%
80%
100%
Hardware Software Admin Provisioning
One IT environment
• Uniform infrastructures and apps
• Same environment available globally
• Device-agnostic access to cloud
Keep it simple!
• IT complexity moved from PC to cloud
• Applications in cloud
• Maintenance in cloud
CAPEX --> OPEX
• No up-front investments
• Costs follow business volume
• Only pay for what you need
Better asset utilization
• Improved hardware utilization• Improved SW license utilization• Reduced operating costs• Reduced provisioning costs Flexibility
• Ability to buy services in small increments
• Pay-as-you-go model
• Short service roll-in & roll-out times
SaaS deployment status and plansConsumers •Low costs or free service often expected• Ease of use• Multiple devices in use• “On-demand” type of usage• Social networking / collaboration needs
Small & Medium Enterprises •No up-front investment, especially important for startups•Business flexibility•Ease of use•Buy in expertise
Cloud computing adoption is on the rise …
CSPs as cloud users
• Heavy cost pressure pushes use of cloud computing• Low TCO as the main driver• Business flexibility to offer new end-user services• Short T2M
Large enterprise •Low TCO (low CAPEX is not enough)•Uniform IT environment•Ease of use•Business flexibility
0% 20% 40% 60%80% 100%
Very large (10,000+)
Large (2,500-9,999)
Medium large (500-2,499)
Medium (250-499)
Small (20-249)
Very small (2-19)
Already deployed
Plan to deploy in 12 months
Plan to deploy in 13-24 months
Considering deployment, but no definite/immediate time frame
Not deployed and no plans
Unsure/don’t know
Source: Yankee, 2010 FastView Survey: Cloud Computing Grows Up: July 2010
… and some players are already on the go (IaaS + SaaS)
T-Com Croatia• Virtual PC (computer + OS instances)• Targeted at home and office customers• Basic service fee 149kn/month• tCloud Management package (Basic + MS
Office, Office Email) 198kn/month
VIPnet Croatia• Working Time monitoring/management• Car Fleet management • Vip boat surveillance• Targeted at enterprise customers• 91 KN/month
T-Com Croatia• tCloud Human Resource offered as SaaS
(basic package 45 Kn/month/person)• tCloud ERP offered as SaaS (start package
199 KN/month• Adapted to local law
Metronet Croatia• Cloud market of business applications (CRM,
HR, e-learning, Time mngm, etc)• Cloudmarket.hr• Pay per use model• Localized apps
Telekom Slovenije• desktop computing as a service /virtual
desktop infrastructure• backup services - sihramba.eu• CRMaaS solution
Telekom Srbija•Virtual machine•Virtual desktop•ERP, Exchange, File server as a Service
Transforming from network service provider…
XaaS providers:Apps, contentand services
Consumers and enterprises
CSPs
Content, developer community and revenue flow
Connectivity and basic VASVoice, SMS, Internet access, SIM distribution
…to integrated cloud service provider for experience and efficiency
XaaS providers:Apps, contentand services
Consumers and enterprises
CSPsId
en
tity
Lo
catio
n
Bill
ing
Se
curit
y
Telecom & IT applications
Virtual infrastructure
Physical infrastructure
…..
Enable & create new telco cloud businesses (Paid SLA, consumer & enterprise services, multiple M2M verticals)
Assure privacy, security and cloud service quality for differentiation
Transform telco operations & applications(HLR, voice, location, charging, messaging, browsing and more)
Three major business opportunities are arising for CSPs
Internal efficiency
• Reduction of internal costs through virtualized on-demand network services
• Flexibility thru new business models (SaaS - pay on consumption)
• Lower upfront investments
• Shorter time-to-market -> short time-to-revenues lead times
• Less complexity
New revenues
• End-to-end enterprise offering bundling connectivity with applications
• New value-added services for consumer (through telco assets exposure)
• Multiple M2M verticals and new business models
• Enable revenue generating solutions
• CSP can guarantee following:
- Quality of experience differentiation for cloud services
- Secure the cloud services
- Privacy
Re-establishing
the role of the operator
CSPs play a central role in the cloud computing boom Nokia Siemens Networks offers a unique Telco-cloud portfolio
Telecom mobile/ wireline network(s)
Telecom platform as a service (PaaS)(Creatary Platform, Telco SaaS platform, M2M apps platform (Cumulocity), Apps Store)
SME / enterprise applications (Security as a Service)
Consumer applications (Yuave – Cloud Voice mail)
M2M vertical applications (Vending machines)
Professional
& managed services
Telecom products & applications (VAS as a Service)
Cloud service management
Private cloud Public cloud
New revenues
Internal efficiency
enables indirectrevenue
generation
Re-establishing the role of the
operator
Example – NSN Creatary - telcoassetmarketplace.com - Expose Telco assets to Cloud
Preinstalledsupport
applications
OR
Compiled-in library for developers
Pay with <CSP> Pay
Value Php10ToGameCorp
DescriptionAccess to hidden level “Zoink!”
Confirm Cancel
+++++
Developer SDKs
=
NSN Creatary SDK improves device based apps functionality • In-application charging for increasing revenues• Profile look-ups and single sign-on for increasing
convenience
Example – NSN yuave.com - Voice Mail/Assistant in the Cloud
GREETING • Freedom of choice• Personalized
MAGIC-LOGIC • User defines behavior• Easy setup for voice mail and IVR
DELIVERY Multiple ways for the user to access
messages: mobile, portal, social apps
Key benefits• Make voice
attractive and profitable
• Internet generation focus – user-defined, not operator-defined
• Integrate social, mobile and voice
• Cloud based on Telco Asset Marketplace platform
Remote object management
Data collection & pre-processing
Service creation & management
Business integration capabilities
Energy Logistics /Telematics
Home Security Payment
Connectivity
Smart object communication
eHealth
Smart Objects Services Enablement
Smart Objects Connectivity
Smart Objects Partners
Developerpartners
Multiple Tenants
Enterprise Applications
Key Benefits•Multi-tenant platform for B2B and B2C services•Integrates operator assets of billing, location, network and identity•Ecosystem of devices and applications
M2M Cloud Application Platform with vertical specific applications
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