Rethinking IaaS: Let User Experience Be Your Competitive Advantage Todd Carter, Senior Director - Sales Engineering John McMillan, Director - Business Consulting Services
Odin Summit Agenda 1 IaaS Market Trends and Opportunities 2 Your Play & APS Options 3 Your Service Experience (Demos)
What are you doing today with IaaS? IaaS Phase 1 VPS Storage Virtual Machines Database Containers Virtual Private Cloud
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
Odin Market Update IaaS significant market and growing $US Billions 60 50 40 30 20 10 0 $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 2015 2018 Source: Odin SMB Cloud Insights (Global) 2015
US Market by Segment 2015 & 2018 Micro + small segments lead IaaS adoption charge $US Billions 12 CANADA INSIGHTS 2015 2018 10 8 $2.0 What SMBs are driving IaaS consumption? 6 4 2 0 $0.3 $0.6 $8.1 $1.3 $3.0 IaaS 1-99 Employees IaaS 100-999 Employees Web Presence 1-99 Employees $0.1 $0.6 Web Presence 100-999 Employees $0.9 $0.1 $4.4 $1.3 $4.3 $2.0 $4.4 $1.9 UC 1-99 Employees UC 100-999 Employees Business Applications 1-99 Employees Business Applications 100-999 Employees Source: Odin SMB Cloud Insights (US) 2015
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
Product Strategy 5 services with broad appeal Backup & Recovery Data Archiving Business Applications Big Data Digital Marketing
Odin Portfolio Recommendation Build a workload-centric roadmap Revenue Big Data Business Applications Data Archiving Digital Marketing Backup & Recovery Time
Your IaaS Play: What do you want customers to do?
Envision the Service IaaS differentiation = service experience 1. Do it myself Traditional IaaS 2. Do it for me Workload-ready IaaS
What are your IaaS options?
Delivery Platform Options APS ecosystem for IaaS Question Which ones do I need for my portfolio?
Selecting a Vendor Key decision criteria 1 2 3 4 5 Existing relationship with vendor Target segment enterprise, SMB, or both? APS package availability Flexible supports multiple workloads Service experience
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
APS Catalog IaaS options hosted by you Do it myself Your brand Do it for me Your brand ISV brand ISV brand
APS Catalog Syndicated IaaS options Do it myself ISV brand Do it for me ISV brand
Service Experience One more consideration billing models 1 2 3 4 Pay as your grow, pre-paid Pay as you grow usage fee / metered Flat-fee prepaid Flat-fee post paid
Demos Odin Automation for Cloud Infrastructure IBM SoftLayer Windows Azure Pack
IaaS Portfolio Conclusions 1 2 3 Build a workload centric roadmap IaaS differentiation = service experience Let service experience be selection criteria for IaaS vendor selection
Thank you