Rethinking IaaS: Let User Experience Be Your Competitive Advantage

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1 Rethinking IaaS: Let User Experience Be Your Competitive Advantage Todd Carter, Senior Director - Sales Engineering John McMillan, Director - Business Consulting Services

2 Odin Summit Agenda 1 IaaS Market Trends and Opportunities 2 Your Play & APS Options 3 Your Service Experience (Demos)

3

4 What are you doing today with IaaS? IaaS Phase 1 VPS Storage Virtual Machines Database Containers Virtual Private Cloud

5 Your IaaS Strategy What is your play? Beating competition Delivery model Service experience Head-to-head Differentiate Verticals Host Syndicate Both Customer control panel Customer level of effort Managed cloud services

6 Odin Market Update IaaS significant market and growing $US Billions $38 $56 $17 $26 $19 $29 $24 $48 Infrastructure as a Service Web Presence & Web Applications Unified Communications Business Applications IaaS CAGR Region 14.1% Global 25.3% Sub-Saharan Africa 21.5% Latin America 17.5% Asia Pacific 16.7% Europe/Central Asia 13.4% Middle East & North Africa 8.0% North America Source: Odin SMB Cloud Insights (Global) 2015

7 US Market by Segment 2015 & 2018 Micro + small segments lead IaaS adoption charge $US Billions 12 CANADA INSIGHTS $2.0 What SMBs are driving IaaS consumption? $0.3 $0.6 $8.1 $1.3 $3.0 IaaS 1-99 Employees IaaS Employees Web Presence 1-99 Employees $0.1 $0.6 Web Presence Employees $0.9 $0.1 $4.4 $1.3 $4.3 $2.0 $4.4 $1.9 UC 1-99 Employees UC Employees Business Applications 1-99 Employees Business Applications Employees Source: Odin SMB Cloud Insights (US) 2015

8 Infrastructure Usage IaaS Opportunity Workload-specialized services US - SMB Europe - SMB Enterprise Content management systems Ecommerce Database applications Customer relationship management Project management/productivity tools Accounting/financials Business intelligence/analytics Payroll/HR Admin Content management systems Database applications Accounting/financials Project management/productivity tools Business intelligence/analytics Customer relationship management Payroll/HR Admin Enterprise Resource Management Source: Odin SMB Cloud Insights (US, France, Germany, Netherlands, Poland, Spain, UK) 2013 & 14; Cloud Services: Global Overview: Market Analysis, IDC August 2013 Data backup & archive Personal productivity Cloud storage Website dev/mgmt Marketing apps Big data apps

9 Product Strategy 5 services with broad appeal Backup & Recovery Data Archiving Business Applications Big Data Digital Marketing

10 Odin Portfolio Recommendation Build a workload-centric roadmap Revenue Big Data Business Applications Data Archiving Digital Marketing Backup & Recovery Time

11 Your IaaS Play: What do you want customers to do?

12 Envision the Service IaaS differentiation = service experience 1. Do it myself Traditional IaaS 2. Do it for me Workload-ready IaaS

13 What are your IaaS options?

14 Delivery Platform Options APS ecosystem for IaaS Question Which ones do I need for my portfolio?

15 Selecting a Vendor Key decision criteria Existing relationship with vendor Target segment enterprise, SMB, or both? APS package availability Flexible supports multiple workloads Service experience

16 Service Quadrant Envision the experience you will create/deliver Do it myself Do it for me Your brand Your brand Customer control panel ISV brand ISV brand High Customer level of effort Low

17 APS Catalog IaaS options hosted by you Do it myself Your brand Do it for me Your brand ISV brand ISV brand

18 APS Catalog Syndicated IaaS options Do it myself ISV brand Do it for me ISV brand

19 Service Experience One more consideration billing models Pay as your grow, pre-paid Pay as you grow usage fee / metered Flat-fee prepaid Flat-fee post paid

20 Demos Odin Automation for Cloud Infrastructure IBM SoftLayer Windows Azure Pack

21 IaaS Portfolio Conclusions Build a workload centric roadmap IaaS differentiation = service experience Let service experience be selection criteria for IaaS vendor selection

22 Thank you

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