1. The Two Role Models –
Cloud Service Vendor & Enterprise Cloud Service Buyer
Dr. Herbert Wanner, Internet Business Solutions Group
Cisco Systems

2. Agenda
1 The Two Role Models: Supply Side & Demand Side
2 The New Cloud Computing Value Chain
3 Cloud Service Provider – Challenges & Benefits
4 Enterprise Cloud Service Buyer – Challenges & Benefits
5 The Enterprise Transition to a Cloud Service Buyer
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3. The Two Role Models – Supply Side & Demand Side
1 – Cloud Service Provider & Cloud Service Buyer
Cloud Service Provider Entreprise Cloud Service Buyer
(The Supply Side) (The Demand Side)
Governance Governance
Interaction Interaction
Workforce Cloud Services Workforce
Value Chain Value Chain
Partner Customer
Infrastructure
Infrastructure
Virtualization of the IT Infrastructure Reduktion of the On Premise
(Creating new Platforms for IT Infrastructure
Managed Services)
How liquid is the global cloud services market today?
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4. 2 The Cloud Computing Value Chain
The Provisioning Process for Cloud Services is a Co-Creation of numerous Partners
Cluster 1 Cluster 2 Cluster 3
1 2 3 5 6 8 9
Infrastructure- Platform- Software- Cloud
Data Cloud Builder Enterprise
as-Service as-a-Service as-a-Service Service
Integrator (Consulting) Customer
Provider Provider Provider Aggregator
4 7
Network Services Provider aggregated
Provider Cloud Services
Cluster 1 Cluster 2 Cluster 3
• XaaS according to the NIST Definition: • The Provider of aggregated • The Cloud Builder has no
IaaS, PaaS, SaaS Cloud Services assembles, own Cloud Services to
• The Network Services Provider as a key what the Cloud Service offer
enabler for the provisioning of Cloud Aggregator and the Data • he helps the Enterprise to
Services Integrator contribute, transform into a Cloud
to a whole offer Service Buyer
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5. The Role Profile  Cloud Service Provider
3 Challenges and Benefits
Challenges of Cloud Service Providers
Cloud Service Provider
 Limited Growth Opportunities, e.g. in the
Connect Business (low margin commodity
business)
Governance
 existing platform not capable of providing
Managed Services; building new Cloud
Workforce
Services Platform needed as a prerequisite
Partner Customer
 How can a Cloud Services offering for
entreprise customers be put in place
Value Chain quickest possible?
Benefits for Cloud Services Provider
Infrastructure
 Opening up of new growth opportunities
with a Cloud Services offering
Virtualization der IT Infrastructure
(Platform for Managed Service)  Increasing margins with Cloud Services
(Added Value Services creating recurring
revenues)
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6. The Role Profile  Enterprise Cloud Service Buyer
4 Challenges and Benefits
Challenges of Entreprise Customers
Entreprise
 Enterprises are under heavy cost pressure
(Cloud Service Buyer)
 IT-Infrastructure (e.g. Data Centers) create
a big demand for investments (increasing
fixed assets in the balance sheet) Governance
 On premise Data Centre heavily under-
utilized, need for consolidation of DC‘s
Provider Workforce Custom
 Need for more agility and faster cloud er
services provisioning time
Value Chain
Benefits for Cloud Services Buyers
Infrastructure
 Relief of On Premise IT Infrastructure
burdon (CAPEX Reduction)
 Benefits of new Pay per Use pricing models Reduction of the On Premise
(Optimization OPEX) IT Infrastructure
 Higher flexibility and agility in the go to
market
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7. 5 The Enterprise Transition to a Cloud Service Buyer
The five-point roadmap to a Cloud Business Strategy
 Optimize the current IT environment
1 Optimize IT  Provisioning of internal Cloud Services
 Enabling use of external Cloud Services
 Identify opportunities for Cloud Services
Cloud
2  Setting up of value propositions for Cloud Services to be used
Opportunities
 Develop capabilities to adopt and use Cloud Services
3 Align Roadmap  Agreement with Business Units about the use of Cloud Services
with Business  Adjustments of processes, architecture and Roadmaps
 Testing new internal and external Cloud Services before
Testing new
4 implementation
Cloud Services  Piloting Cloud Services to identify striking points
 Appoint cross-functional teams (Governance for Cloud Services)
Governance
5  Market monitoring for new Cloud Services and Standards
& Support
 Decision about new cloud services and standards fitting into roadmap
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8. Do You Have
Any Questions?
We would be happy to help.
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