Competing in the clouds: Emerging Strategies for enterprise data centres
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COMPETING IN THE CLOUDS: EMERGING STRATEGIES FOR ENTERPRISE DATA CENTRES Published: June 2010 |
Report Synopsis
COMPETING IN THE CLOUDS: EMERGING STRATEGIES FOR ENTERPRISE DATA CENTRES
172pp
Published: June 2010
Cloud is a powerful force for change introducing new business and operational models. Cloud computing enables companies to allocate computing power efficiently, on demand, and it changes the way computing resources are used. A new business framework is being developed around ‘IT as a Service’ and companies are in the process of understanding what this new way of operating means for them. Cloud challenges ‘Business as Usual’ because it impacts: designs and architectures; funding models; provisioning and procurement; security, service response levels and SLAs; and people, policies and processes.
An important part of the supplier/customer relationship for developing successful cloud services is helping customers with the factors and complexities of transitioning to cloud. Cost reduction is often the initial motivator for using cloud but understanding total cost of ownership and the business benefits of greater agility are proving key factors for change.
Cloud has spawned an array of new ‘cloud service providers’ in both Europe and the USA and brought in its wake a new ‘go-to-market’ model for traditional IT vendors and service providers who are moving up the value chain by developing private and public cloud services. Cloud players include data centre providers, telecoms providers, hosting providers, specialist DR&BC providers, systems integrators, software providers and hardware vendors.
Current security issues and lack of standardisation means that large enterprise users will be more disposed to pursue private cloud strategies in the next three to five years. BroadGroup believes that private cloud services will develop into a significant niche market over the next five to seven years, which in turn will open up a leasing opportunity for data centres.
This report brings together the first comprehensive range of industry understanding gathered from in-depth discussions over the last six months with key players in the European market. It provides readers with a comprehensive 360 degree view of the factors affecting cloud development amongst enterprise users in Europe and puts cloud into context both for enterprise users and competitive suppliers. The report
- Examines the organisational factors impacting enterprise migration to cloud and provides a wealth of information about cloud services that can be used in strategic planning and decision-making.
- Provides a detailed evaluation of the strengths, weaknesses, threats and opportunities for eight categories of players competing in cloud.
- Assesses the factors shaping enterprise take-up of private/hybrid cloud services, the market opportunity for private clouds and the impact of enterprise clouds on the size of the data centre market in Europe.
172 pp
15 Cloud service provider profiles
33 Tables and 25 Figures
Contents
| EXECUTIVE SUMMARY CHAPTER ONE Introduction to the concept of Cloud Services Definition of cloud computing Essential characteristics of cloud Cloud service models: SaaS, PaaS, IaaS Cloud service ‘sub categories’: Business-Process-as-a-Service Cloud optimisation services Cloud deployment models Private cloud Community cloud Public cloud Hybrid cloud Other connotations for the term ‘hybrid’ Cloud computing compared with grid computing Cloud computing compared with utility computing Virtualisation - a basic step towards cloud Cloud services and virtual data centres Cloud computing and managed hosting CHAPTER TWO Current enterprise thinking and cloud usage examples C-level awareness of cloud computing services Many senior executives find ‘cloud’ confusing Cloud growth by stealth The benefits of using cloud computing services Early adopters of public cloud services - enterprise use cases Sectors showing most interest in cloud services in 2009 Public sector organisations find cloud services attractive Public sector and security issues CHAPTER THREE Extending IT as an enterprise service: private clouds Current approach of business and IT Core versus Context The response of IT to the business Consolidation and virtualisation The willingness to outsource The case against using public clouds for mainstream IT Extending into ‘IT as a service’ Security Control Service quality Drivers for using private clouds Implementing private and hybrid cloud services Multi-sourcing and hybrid solutions Implementing a private cloud in the data centre Migration to cloud - a continuous process Educating users and helping them along the migration path Enterprise migration to private and hybrid cloud Understanding total cost of ownership Data management - the elephant in the room Bridging the disconnect between IT and the business CHAPTER FOUR Cloud Service Provider Market Competitive positioning and market dynamics Transitioning from managed services to cloud services Key differences between managed service and cloud service models Cloud introduces new elements for the ‘go-to-market’ model Cloud service providers in the enterprise marketplace Telecoms providers Data centre providers (including colocation) Hosting providers Specialist Disaster Recovery and Business Continuity providers Systems integrators Software providers Hardware and equipment vendors Pricing, payment and billing for cloud Enterprises turned cloud service providers Cloud brokers and aggregators Service evolution - many clouds not just one CHAPTER FIVE Market opportunities for cloud services 2010 - 2015 Factors shaping enterprise uptake of private/hybrid cloud services Legal factors in the enterprise market Location of hosting data centres Effect of carbon reduction taxes Need for standards Fixed mobile convergence and data growth The near term market opportunity for private clouds Country differences in Europe Market differences between Europe and the USA The size of the enterprise cloud market Impact of enterprise clouds on the data centre market The size of the enterprise data centre market Factors influencing how enterprise data centre market develops Data centre market outlook 2010 - 2015 CHAPTER SIX Selected vendor profiles Amazon.com Attenda BT Global Services Cisco Flexiant Ltd HP IBM iomart Logicalis Microsoft NTT Europe OpSource Inc. Rackspace Savvis Inc. SunGard |
List of Figures and Tables
| Chapter 1 Table 1-1: Five essential characteristics of cloud Table 1-2: Three service models of cloud computing Table 1-3: Leading players active in one or more of the three service models Table 1-4: Four deployment models of cloud computing Table 1-5: Grid computing features compared with Cloud computing Chapter 2 Figure 2-1: Community clouds Table 2-1: Benefits of cloud computing Table 2-2: Enterprises in the commercial sector - public cloud use cases Table 2-3: Examples of what early adopters in the banking sector say about cloud services Table 2-4: Sectors showing most interest in cloud services Table 2-5: Example of UK local authority’s public cloud use case Chapter 3 Figure 3-1: Moving to cloud impacts people and processes Figure 3-2: On premise vs hosted vs cloud Figure 3-3: Stages of enterprise ‘cloud thinking’ Figure 3-4: The enterprise model for cloud Figure 3-5: The changing relationship between IT and the business Table 3-1: Research interview comments on virtualised working environments Table 3-2: Inhibitors for enterprise data centre migration to public cloud services Table 3-3: Perceived benefits of implementing private cloud services Table 3-4: IBM research on workflows into cloud Table 3-5: Amazon’s evolutionary stages of the e-customer journey to cloud Chapter 4 Figure 4-1: Managed services model Figure 4-2: Comparing cloud services with managed services Figure 4-3: Managed services within the cloud service framework Figure 4-4: Zimory - creating a cloud computing marketplace Table 4-1: Managed service players moving to cloud Table 4-2: Selected examples of vendor private cloud offerings and strategies Table 4-3: Industry SWOT analysis - New breed cloud players Table 4-4: Industry SWOT analysis - Telecom providers Table 4-5: Industry SWOT analysis - Data centre providers Table 4-6: Industry SWOT analysis - Hosting providers Table 4-7: Industry SWOT analysis - Specialist DR and BC providers Table 4-8: Industry SWOT analysis - Systems integrators Table 4-9: Industry SWOT analysis - Software providers Table 4-10: Industry SWOT analysis - Software providers Table 4-11: Industry SWOT analysis - Summary table Table 4-12: Amazon EC2 pricing options Table 4-13: Selected service providers’ pricing models for cloud services Chapter 5 Figure 5-1: Leaders and followers - the enterprise outlook for 2010 to 2015 Table 5-1: Enterprise cloud and data centre strategies 2010 - 2015 Chapter 6 Figure 6-1: Amazon Virtual Private Cloud Figure 6-2: Attenda RTI Resources Figure 6-3: BT Virtual Data Centre Figure 6-4: FlexiScale Control Panel Figure 6-5: iomart’s Cloud Stack Figure 6-6: Logicalis Secure Multi-Tennant Hosted Cloud Figure 6-7: Cooperative Local & Hosted Cloud with container based Service Mobility Figure 6-8: Microsoft Azure Figure 6-9: NTT Europe Online Managed Hosting Solutions Figure 6-10: NTT Europe Multi-Environment/Disaster Recovery Figure 6-11: OpSource Enterprise Cloud - High Level Architecture Figure 6-12: How the Cloud Works Figure 6-13: Savvis Symphony Open Figure 6-14: Savvis Symphony Dedicated Table 6-1: Amazon EC2 pricing options Table 6-2 Cloud strategy phases used by IBM with customers Table 6-3: Microsoft Dynamic Data Center Toolkit for Enterprises Table 6-4: OpSource Enterprise-class Cloud Pricing |
