the cloud with a silver lining
Dr. Jai Menon
Group CIO - Bharti Enterprises
Director ( Technology & Customer Service) – Bharti Airtel
28 August, 2009

Bridging a 70-year innovation gap
Television (1926)
Telephone (1876) Utility Digital Services (20xy)
Computer (1945)
communication + computing + entertainment

Foundation technology trend
“Value Increases by the Square of the Number of Devices”
DEVICE
Desktop Laptop Mobile UMPC
Clunky/Slow Sleek/Fast
Metcalfe’s Law
“Processor Speed Doubles Every 18 months”
PROCESSING
KHz MHz GHz
x86 Atom
Moore’s Law
“Hard Drive Density Doubles Every 13 months”
STORAGE
KBytes MBytes GBytes TBytes
Hard Disks USB
Kryder’s Law
“Bandwidth Doubles Every 6 months”
NETWORK
Fixed Mobile Broadband LTE
Copper Loop Femto Cells
Gilder’s Law

Multi-Service Expectations
seamless
continuity
PAN HAN VAN LAN MAN WAN
Mobile Fixed Data Cable,
DSL, WiFi, WiMax, IP
2/3G line satellite

Application – Network continuum
1) APPLICATIONS
REAL TIME NEAR REAL TIME BATCH
2) DEVICES
LOW B/W HIGH B/W
CONNECTED DIS-CONNECTED
3) NETWORK

A fresh look at cloud based services
Enterprise SMB Consumer
bandwidth data center SaaS broadband fixed line mobile television
B2B2C
“Opportunity”
B2B cloud B2C cloud
“Emerging” “Mature”
“A cloud based service is more than
• business applications
• running remotely on shared infrastructure
• fully managed by a technology provider.”

What the customer expects from a B2C cloud
Exit Experience Product Development
• Hassle free process • Solve real life needs
Parameters Metrics
Subscribers 105 m
Care Experience Promotion and
CDRs/ day 3b
• Call center Communication
• Self Service • Print, audio, video, web Call Center ~ 65 m
Calls / month
IVR Calls / ~ 400 m
month
Billing & Payment Pricing & Purchase Self Service / ~ 240 m
Experience Experience month
• Billing accuracy • Value for money Call Center ~ 15,000
• Multiple payment options • Physical presence Agents
Product Experience
• Ease of use
• Reliable connection
It has taken ~25 years for the telecom industry to build a mature service culture

What the customer expects from a B2B cloud
Exit Experience Product Development
• Easy un-subscription • Solve business problems
Parameters Metrics
Care Experience Promotion and
• Online resolution Communication Subscribers ??
• Call center support • Web
Transaction
??
volume
Billing & Payment Pricing & Purchase Customer Care
??
calls
Experience Experience
• Billing accuracy • Cost Savings
Self service ??
• Online payment options • Virtual / Online
Product Experience
• Ease of use
• Stability and availability
The B2B cloud industry has to be ready to meet customer expectations

Example: Airtel cloud computing stack for SMB
School Mgmt Loyalty Mgmt Analytics
Niche Solutions
Solution Solution Solution…
Common Business
ERP Billing CRM….
Applications
Maturity
Common Internal
HRMS Payroll Accounting…
Applications
Common Office email & Instant Domain name &
Document Mgmt…
Applications Messaging website
Basic IT
Desktop, Servers Bandwidth Data Center…
Infrastructure

Example: Airtel’s launched offerings
Online Desktop Net PC Hosted Email
• Powered by Nivio Online • Powered by Nivio • Powered by Microsoft
Desktop Companion Exchange Server 2007
• “Computer in the cloud” – • Thin client to connect to • Advanced mailing and
accessible from any web internet and access collaboration features
browser software, documents etc.
• Comes in various
• Comes with storage, • Comes with LCD monitor configurations at different price
productivity applications, key board, mouse and points – basic webmail, pro
sharing, security, data licensed software from mail, business mail
synchronization etc Microsoft
• http://www.airtel.in/hostedmail
• http://airtel.nivio.com • http://www.airtel.in/netpc

Industry ecosystem – three players with complementary strengths
Airtel, etc.
Strengths
• Sales and Distribution reach
• Know the customer,
• Existing billing relationship
• Customer Care
Google,
Microsoft,
IBM, Nivio,
TCS ZOHO,
Jamcracker, etc
Strengths
• Highly skilled resource pool Strengths
• Large amount of investment • Flexibility
on cloud technologies • Implement customized solutions
• Mature product development • Localized offerings
experience • Innovative

Conclusions
SMEs seek a “one stop shop” for their ICT stack
Industry ecosystem will have to bring in combined
strengths of big IT players + small IT players + service
providers
SaaS requires alteast equal (if not more) emphasis on the
“second S” - reach, barrier to entry, serviceability, upgrade
path, etc.

Thank You