A Market Landscape/Taxonomy/Segmentation Model for Cloud Computing Rev 1 (0.92)

Market Landscape REV 1
Cloud Computing
Danny Goodall
Lead Marketing Analyst
dannyg@lustratusrepama.com
September 2009

Introduction
The definitions and segmentation contained in this document are the foundation for a series of Lustratus REPAMA competitive intelligence studies on the cloud computing market
This research is presented here in draft from and will change over time. Many of the definitions need to be ratified but the segmentation structure is close to complete
The segmentation is carried out from the perspective of the vendors’/service providers’ technical capability and is not a market segmentation based on market opportunity.
This material is made available for feedback and discussion and may be used freely for non-commercial use with attribution to Danny Goodall of Lustratus REPAMA. Please contact the author with any other usage requests

Feedback
Future versions of this material will be released at http://www.lustratusrepama.com/repama-blog
Please leave any feedback you may have there or via email to dannyg@lustratusrepama.com

Cloud Computing
Technology and product capability market segmentation

Cloud Computing Definitions
“...a model for enabling convenient, on-demand network access to a shared pool of configurable computing resources (e.g., networks, servers, storage, applications, and services) that can be rapidly provisioned and released with minimal management effort or service provider interaction”
Cloud Computing according to
Source: NIST - http://csrc.nist.gov/groups/SNS/cloud-computing/index.html

Cloud Computing Definitions
Source: NIST - http://csrc.nist.gov/groups/SNS/cloud-computing/index.html

The Cloud Computing Market - Technical Capability Segmentation
* These services have been arbitrarily grouped for layout purposes. There is no particular significance to this grouping.

Implied Model Hierarchy
There is an implied hierarchy for the delivery of cloud services as shown in the diagram below. However this is not always the model for deployment.
For example, many platform service providers will not themselves procure infrastructure services from a third party but may instead provide their own infrastructure.

Vendors And Service Providers

Cloud Computing Market Landscape
The Cloud Computing market has quickly become crowded and complex. Before we are able to fully analyse the approaches that the different vendors take to the market, we must first arrive at a segmentation of the various technical offers.

Infrastructure Services
Technical/product capability segmentation and example vendors/service providers

Infrastructure Services
Infrastructure services provide building blocks that can be moulded to run different application servers, packaged applications, grids, etc., which can be used to host applications.

Infrastructure ServicesStorage
Example Vendors/Providers
Working Definition
Storage services typically provide metered, on-demand storage of structure or un-structured data delivered as a service.

Infrastructure ServicesCompute
Working Definition
Compute services typically provide metered, on-demand execution of code fragments, services or applications delivered as a service.

Infrastructure ServicesServices Management
Working Definition
Services management services typically provide a layer of management that sits above the underlying infrastructure services providing aggregation, scaling, execution management, fault tolerance and security of the underlying infrastructure services

Platform Services

Platform Services
Platform services offer a ready built infrastructure and application frameworks that can be used for building and running applications.

Platform ServicesGeneral Purpose
Working Definition
General purpose platform services provide metered, and/or on demand development tools, frameworks and/or execution environments that allow cloud-capable applications or application fragments to be built, deployed and managed.

Platform ServicesBusiness Intelligence
Working Definition
Business intelligence services provide metered, and/or on demand business intelligence and analytics capabilities that are delivered as a service and can be cloud-capable or cloud-aware in that their data sources may be cloud-based.

Platform ServicesIntegration
Working Definition
Integration services provide metered, and/or on demand connectivity, integration and process orchestration capabilities delivered as a service and can be cloud-capable or cloud-aware in that the systems they integrate can be cloud-based.

Platform ServicesDevelopment and Testing
Working Definition
Development and testing services provide metered, and/or on demand software development life-cycle management capabilities delivered as a service. They can be cloud-capable or cloud-aware in that the development projects may themselves be cloud-based.

Platform ServicesDatabase
Working Definition
Database services provide metered, and/or on demand structured data management services to application developers delivered as a service.

Software Services

Software Services
Software services are applications or components that can be used as an end application or used as part of a custom solution
* These services have been arbitrarily grouped for layout purposes. There is no particular significance to this grouping.

Software ServicesBilling
Working Definition
Software services provide metered and/or on-demand access to specialised business-level applications, typically accessed by end-users and are delivered as a service.

Software ServicesFinancials
Working Definition

Software ServicesLegal
Working Definition

Software ServicesHuman Resources
Working Definition

Software ServicesSales
Working Definition

Software ServicesCRM
Working Definition

Software ServicesDesktop Productivity
Working Definition

Software ServicesContent Management
Working Definition

Software ServicesBackup & Recovery
Working Definition

Software ServicesDocument Management
Working Definition

Software ServicesCollaboration
Working Definition

Software ServicesSocial Networks
Working Definition

Cloud Software

Cloud Software
Cloud software is off-the-shelf software that can be used to create an internal cloud or in some cases can be used to customize infrastructure services to mould a custom cloud solution.
*Cloud management is further segmented into Application Services Management

Cloud SoftwareData
Working Definition
Data management cloud software typically provides database-like functionality that can be deployed within a cloud-enabled architecture possessing some of the following attributes: massively distributed, parallel data processing, massively scalable, clustered, cached and/or replicated.

Cloud SoftwareCompute
Working Definition
Compute cloud software allows a virtual environment to be built into which applications or application fragments can be deployed and executed. This is typically achieved by adding a management abstraction layer across a massively distributed network of hardware

Cloud Software Cloud Management
Working Definition
Cloud management software allows enterprises and service providers to manage the components of their virtual cloud infrastructure. These elements may include network, compute, storage or applications*. Management capabilities may include provisioning, starting, stopping, monitoring, moving, scaling or securing a service within public, private or hybrid clouds
* Application service management is treated as a separate segment later in this presentation

Cloud Software Application Services Mgmt.
Working Definition
A subset of the cloud management segment , application services management software provides automated management of the lifecycle of application services including provisioning, starting, stopping, moving, monitoring , scaling and billing.

Cloud Software Appliances
Working Definition
Appliances provide hardware-based acceleration support services for various cloud functions
* I need confirmation that these are in fact ‘appliances’

Cloud Software File Storage
Working Definition
File storage cloud software provides enterprises that are building internal clouds or providers that are building external clouds with massively scalable file storage capability.

Professional Services

Professional Services
Professional services are the human-delivered skills that organisations consume in order to plan, build, deploy, maintain and support a cloud computing infrastructure

Acknowledgements
Lustratus REPAMA would like to acknowledge that much of the high-level work on market taxonomy is derived from work carried out by Brad Buck of OpenCrowd and Peter Laird of Tendril Inc.
Working definitions for cloud computing come from the work of Peter Mell and Tim Grance of NIST.

Revision History

http://www.lustratusrepama.com	1046
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A Market Landscape/Taxonomy/Segmentation Model for Cloud Computing Rev 1 (0.92)

by Lustratus REPAMA on Sep 18, 2009

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A Market Landscape/Taxonomy/Segmentation Model for Cloud Computing Rev 1 (0.92) — Presentation Transcript