3. Telefónica is a reference in
the Latin American Telco
market …
Accesses
December 2011 (million)
Brazil: 87.2
Argentina: 23.0
Mexico: 20.5
Peru: 18.8
Colombia: 13.8
Chile: 12.7
Venezuela: 10.4
Central America: 8.1
Ecuador: 4.5
Uruguay: 1.8
Total Accesses
201 Mill.
Notes:
- Central America includes Guatemala, Panama, El Salvador, Nicaragua and Costa Rica
- Total accesses figure includes Narrowband Internet accesses of Terra Brazil and Terra Colombia, and Broadband Internet accesses of Terra Brazil, Telefónica de
Argentina, Terra Guatemala and Terra Mexico
Eduardo Méndez Polo
Telefonica
4. … and has achieved a relevant
scale in Europe
Accesses
December 2011 (million)
Spain: 47.1
Germany: 24.5
United Kindom: 23.0
Czech Republic: 7.8
Ireland: 1.6
Slovakia: 1.2
Total Accesses
105 Mill.
Eduardo Méndez Polo
Telefonica
5. The value of Telefónica is
recognised by the markets,
ranking among the Top 10 in
Worldwide Telco sector ranking by market worldwide
the Telco sector cap
(Million Euros)
165,747
China Mobile
138,880
at&t
102,541
Vodafone
81,310
Verizon
71,477
América Móvil
Telefónica
56,069
NTT DoCoMo
54,443
NTT
Deutsche Telekom
China Telecom
Source: Bloomberg 03/31/2012
Eduardo Méndez Polo
Telefonica
45,103
39,168
33,620
1st
European
integrated Telco by
market capitalisation
6. Different organizations have
recognized our commitment
with social corporate
2 in Telco Sector 2011. Best practice in:
sustainability Risk Management Model
Corporate
nd
Global Environmental Management System
Global Policy Responsibility Suppliers
Impact of ICT in communities
Best practice in Corporate Responsibility
Carbon Disclosure Project: Signed by 551 institutional
investors, with assets of US$71 trillion. CDP Global 500 Report
examines the carbon reduction activities at the world’s
largest public corporations
Telefónica Leader in Telco Sector
Included in FTSE4Good Index in 2011, an index that
measure the performance of companies that meet globally
recognized corporate responsibility standards
Eduardo Méndez Polo
Telefonica
8. Telefonica Cloud Services
Virtual Data Center service provides
Infrastructure as a Service (IaaS) as an integral
solution to meet customer demands in IT: servers,
storage, security, communications, monitoring,
administration and backup. And all through a powerful
Self-Management Portal (TCloud Portal).
Aplicateca is a marketplace
Productivity Suite: bringing
for applications (pay per use or
subscription) offering a reliable,
supported and one only entry
point.
together cloud versions of
Microsoft/IBM most trusted
communications and collaboration
products with the latest version of the
desktop suite for business of all sizes.
Terabox is online storage
with a simple and powerful
web interface to access
anywhere and anytime, with
multimedia albums & able to
play/stream multimedia
content with on-line players.
3GBox is a 3G dongle that
provides unlimited network
storage with the ease of use
of a conventional memory
pen-drive.
Cloudphone is a managed service for corporations
(MNC, Large Corporations, Middle Businesses) that covers
the whole lifecycle (Configuration, deployment, security,
access control, updates, removal) of virtual devices
(Operating System + Applications + Data + User
Subscription of Voice & Data) deployed in a pay-as-you-go
model (to be defined: Monthly fee per user, device,
download, profile)
.
Eduardo Méndez Polo
Telefonica
8
Virtual Desktop service delivers
PCs as a Service, including Operating
Systems, user data and collaboration/
productivity applications, through the
network, driving away complexity from
the user (and devices) to the network.
9. The Cloud Market Scenario is Complicated
+ local providers… too many competitors?
Eduardo Méndez Polo
Telefonica
9
10. Bad Signs: Gartner Hype Cycles
2008
2009
2010
2011
Eduardo Méndez Polo
Telefonica
10
11. Bad Signs: We Still Have Too Much Confusion Around
http://dilbert.com/dyn/str_strip/000000000/00000000/0000000/100000/00000/9000/700/109703/109703.strip.gif
Eduardo Méndez Polo
Telefonica
11
12. Bad Signs: High Impact Failures
Lightnings
Power Outages
Connectivity Issues
Data Losses
Unauthorized Accesses
Tricky SLAs
…
Eduardo Méndez Polo
Telefonica
12
13. Bad Signs: Service Replacement
Users’ communication minutes are moving from telco services to
cloud services.
Cloud based communication services — voice over IP (VoIP), unifiedcommunications-as-a-service (UCaaS), and social networking — are
rapidly displacing traditional telco revenues from services like traditional
voice calls, SMS, and mobile roaming. New entrants are increasingly the
communication service providers of choice for consumer and business
customers alike. Their offerings siphon customers, minutes, and
spending away from traditional telco services; eventually, voice and
messaging services will move almost entirely into the cloud.
Telcos As Cloud Rainmakers
Forrester, march 14, 2012
Eduardo Méndez Polo
Telefonica
13
15. Good Signs: Cloud Market Forecasts
Billion $ Spending
Predicted for Year
CISCO
43
2013
AMI PARTNERS
100
2014
IDC
72,8
2015
IBM
88,5
2015
HIS
100
2015
MarketsAndMarkets
121,1
2015
GARTNER
176,8
2015
BAIN
150
2020
FORRESTER
240
2020
Eduardo Méndez Polo
Telefonica
15
16. Good Signs: CIO Dilemmas are Still There
75% - 80% of IT budget is needed to
maintain legacy. Only 20% - 25%
for new projects.
The average workload is 15% of
deployed computing capacity.
The average timeframe for regular
infrastructure deployment is 2-3 months.
Dilbert Calendar App Screenshot
By Metranome Inc.
Eduardo Méndez Polo
Telefonica
16
18. What Are Cloud Customers Willing to Pay For?
Source: Gartner IT Key Metrics Data 2012
Eduardo Méndez Polo
Telefonica
18
19. Yes But…What Are The Outsourced Services?
Communications
SaaS
VDI
SaaS
IaaS
SaaS
Source: Gartner IT Key Metrics Data 2012
Eduardo Méndez Polo
Telefonica
19
20. For telcos that have long been looking to fuse
communications technology with IT services, cloud
computing provides a model that plays to a number
of their core strengths, in particular through the
utilization of communications networks as a delivery
mechanism. As demonstrated by Apple and Google's
dominance over the consumer applications and services
market, the ability to provide a "one-stop shop" for an
enterprise's entire range of IT and communications
needs will be fundamental in attracting enterprises to a
service.
OVUM “Enabling Telco Cloud Services” (OT00056-001)
Eduardo Méndez Polo
Telefonica
20
21. Why Is There a Room For Telcos?
Source: Gartner IT Key Metrics Data 2012
Eduardo Méndez Polo
Telefonica
21
23. Cloud Stack and Customers
SaaS
External
Customers
PaaS
IaaS
Eduardo Méndez Polo
Telefonica
23
Internal
Customers
Computing
Storage
Network
24. Not Only One Size Fits All
Blackbox Product
Internal VAS
Deployment
Internal IT Usage
Adapt to Customer Needs
Enterprise
Eduardo Méndez Polo
Telefonica
SMB
24
Individuals
30. It is All About Service
IBM Academy of Technology Survey:
Cloud computing insights from110 implementation projects
Eduardo Méndez Polo
Telefonica
30
32. Service Level Management
Service Portfolio Management
Configuration Management
Support
Incident Management
Problem Management
Release Management
Change Management
Asset Management
Capacity Management
Performance Management
Risk Management
Security Management
Eduardo Méndez Polo
Telefonica
itSMF
32
33. How can Operators Differentiate?
TRUST
Have you tried turning it off and on again?
The IT Crowd, Channel 4 UK
Eduardo Méndez Polo
Telefonica
33
34. Quality in a product or service is not what the supplier
puts in. It is what the customer gets out and is willing
to pay for. A product is not quality because it is hard to
make and costs a lot of money, as manufacturers
typically believe. This is incompetence. Customers pay
only for what is of use to them and gives them value.
Nothing else constitutes quality.
Peter Drucker, “Innovation and Entrepreneurship”
Eduardo Méndez Polo
Telefonica
34
35. The Service Path to Cloud
Virtualization
1.
Consolidation
Resource
Management
Private
Cloud
Public
Cloud
RISK MANAGEMENT
STEPS Computing is not a technology
“CloudINTO CLOUD
Define Cloud Strategy and Identify be turned 1. Verify process and applications
that can just your Starting
on overnight”
Point
independence.
1. ROI analysis.
2. Integrations are accurately defined.
2. Define security & compliance requirements
3. Security levels
Peter Tseronis, deputy associate CIO are properly identified.
4. Enterprise
Define the plan
of the Energy Department and architecture is healthy.
1. Sizing: Just a pair of web apps or thechairman of the Dependence on communications.
whole IT dept.?
5.
2. Management tools.
6. Cost.
US Federal Cloud Computing Advisory Council
3. Failover, High Availability and Load Balance tools.
3. Resources: Be sure you have the best professionals
2.
7. Application migrations
4. Define Phases
3. Set up Service Management and Quality Assurance
4. Test
5. Prepare the handling to migrated site
Eduardo Méndez Polo
Telefonica
35
36. Not All the Providers Provide The Same
http://my-inner-voice.blogspot.com/2011/02/here-are-results.html
Eduardo Méndez Polo
Telefonica
36
37. The Cloud Market Scenario is Complicated
More individuals are born than can
possibly survive. The slightest
advantage in one being over those with
which it comes into competition, or
better adaptation in however slight a
degree to the surrounding physical
conditions, will turn the balance.
Charles R. Darwin
The Origin of Species, c. 14
+ local providers… too many competitors?
Eduardo Méndez Polo
Telefonica
37
40. From Pottery to Ceramics
Cheap
Popular
Serial
Professional (99%)
Technology as change driver
Usage
- Users
- Usability
- Utility
User (1%)
Expensive
Exclusive
Unique
Artisan (99%)
Advance
•
Time
•
Tecnology
•
Specializa
tion
Eduardo Méndez Polo
Telefonica
40
Expensive
Exclusive
Unique
Source: Luis Miguel Rosa, EXIN
41. From Infrastructure to Service
Cheap
Popular
Serial
Profesional (99%)
Technology as change driver
Usage
- Users
- Usability
- Utility
User (99%)
Expensive
Exclusive
Unique
Artisan (1%)
Advance
•
Time
•
Tecnology
•
Specializa
tion
Eduardo Méndez Polo
Telefonica
41
Expensive
Exclusive
Unique
Source: Luis Miguel Rosa, EXIN
Editor's Notes
During the last years Telefonica has being offering a variety of Cloud services. From the pure virtual hosting and storage to the application level. In the next weeks, Telefonica will run an innovative Virtual DataCenter offering, beyond the regular virtual hosting.
Advice nº1: focus on the business segment. Once you have made your position there, open your Cloud to residential customers.
Advice nº 2: If You Can't Measure It, It Doesn't Exist
The Open Cloud Manifesto defines the Cloud Taxonomy with this diagram. Although the biggest part in the diagram is the Service provider side, we will agree that the most important one is the Consumer side. We all run a business, and if we cannot meet customer expectations, of course they will not trust in us to support their activities.
No matter if we run a Cloud in a B2C or B2B2C, the real challenge is to guarantee that the final consumer receives the best service quality, no matter if we run Iaas, PaaS or SaaS businesses.
Satisfaction is not linked to technology or expertise. It is to Service Levels
Yes. When companies are not coming to the Cloud is exactly because they do not find the service levels they want.
And we already knew what to do, because all these frameworks and standards were already there
There are a number of service management processes required to support Cloud computing. Many clients will need to make significant changes to the way that they manage IT services if they are immature in these areas.
They Cloud provider should need to have a strong service management practice and enterprise customers should require the ISO 20.000 certification.
If you do not know what is this all about, yo should contact your local chapter of itSMF organization to start your own training and skills improvement.
The key point is: What is the quelity of service we can provide? Are our organizations dimensioned and trained to attend an IT service? Do we have the tools and skills to manage service in a flexible way, obtaining high levels of customer satisfaction, at the same time we control costs to maximize profit?
There are also a number of requirements that your customers need to consider.
Many clients will need to make significant changes to the way that they manage IT services if they are immature in these areas
The evolution from Pottery to Ceramics lasted during centuries, and moved the entire industry from an artisan way to an industry way.
In the beginning they were specialists with a huge knowledge and experience, making unique work very expensive.
In the end the work is done automatically, the specialist are reserved to the design phase, and we obtain a cheap commoditized result.
In a similar way, IT has evolved from an artisan way of doing in the sixties and seventies, with very poor standardization and huge costs for exclusive result, to a standardized, commoditized industry at a low cost.
In both examples we can still found the expensive, exclusive and unique artisan work. But in most cases we will choose the cheap, popular serial one.
What is the difference between both industries? That the main driver in pottery is the manufacturer design, and in the IT Cloud, it is the customer request of service quality.
