What will it take to“Cross the Chasm”?T H E C O N S U M E R C L O U D S T O R A G E I N D U S T RY &THE ADOPTION OF EXCLUSIVE CLOUDSTORAGE
Agenda• Overview• Industry: Then and Now• Frameworks• Consumer X Profile• Recommended Action Items
OverviewIndustry: Consumer Cloud StorageBig Question – What will it take for consumers to transition completely to the cloud – i.e. what will it take for consumer cloud storage crossing the chasmFrameworks – Crossing the Chasm – Competitive Position Compass
Fundamentally, the concept of cloud computingtoday is the same as it was when first created –rapid access to digital data stored in an on or offpremise server, accessed via network cables or intoday’s age of technology, via the internet.What is Cloud Computing?
Amazon launched Industry: Then & Now Salesforce.com launched first Elastic Cloud Computing (EC2) and SaaS in 1999 on Simple Storage Services the cloud (S3) First 250 Average 2011 First MB hard hard drive In 2002 Amazon 4 Terabyte disk in 1979 capacity 40 introduced hard drive MB Amazon Web introduced Services The 1950 1960 1970 1980 Internet 1990 1995 2000 2005 2008 2010 2012 Arrives! 2007 First 1 2008 First 157 million global Invention of First hard shipments of first hard drive drive to Terabyte 2 Terabyte hard drives Cloud computing Cloud computing hard drive hard drive (down from 1953 by IBM break 1GB coined in 1961 by coined in 1961 by introduced introduced previous 2 years) Only 5 MB capacity John McCarthy John McCarthy Facebook launched Google Apps in 2004, introducing launched in 2009, social use of the introducing content cloud creation on thehttp://royal.pingdom.com/2010/02/18/amazing-facts-and-figures-about-the-evolution-of-hard-disk-drives/ cloudhttp://www.statista.com/statistics/200551/global-sales-figures-of-hard-disk-drives-from-4th-quarter-2010/
FrameworksCompetitive Position Compass Traditional Value Based Product Oriented vs. Market Oriented
Consumer X Occupation: Doctor Age: 28 Lifestyle: Active, on-the-go, average understanding of technology Cloud devices: Laptop, iPad, iPhone, Nook Color, Google drive and an External Hard Drive Current Digital Storage Needs: 761 GB Stored On Premise: ~600 GB Stored on Cloud: ~150 GB Household Digital Storage Needs: 2231 GB Average Household Capacity: 464 GB“I would totally move to the cloud if they couldguarantee that my content was recoverable if Concerns with the Cloud: Accessibility, Recoverysomething were to happen to the cloud. What if and Privacyit goes down and I lose all my stuff?
Actionable Items3 Steps Cloud Service Providers Should TakeStep 1: Provide Evidence • Provide each segment of the Technology Adoption Life Cycle evidence in support of cloud storage and convince consumers why they should move exclusively to the cloud – Meet segment demands – Use values from Competitive Position Compass to identify appealing forms of supportStep 2: Establish Competitive Position • Identify direct competitor in the market – Differentiate from them – This feeds directly to the Pragmatist appetite for market oriented thinking and competitionStep 3: Package a “Whole Product” • Consider demands for supplemental and complimentary products and services around consumer cloud storage That is what the early majority users want – Identify complimentary products or services to further integrate consumer cloud storage into business and personal day to day activities • Ex. Google Drive used to share documents across physical devices