1. Cloud Computing:
Peer into the Thoughts of Your Customers
Thursday, 14 November 2013

2. Welcome Address
Jeffrey Bahar
Deputy Chief Executive Officer
Spire Research and Consulting

3. Cloud Computing:
Peer into the Thoughts
of Your Customers
Yap Far Loon
Business Development Director (Telecommunication)
Spire Research and Consulting

4. Cloud Computing:
Peer into the Thoughts
of Your Customers
Prepared by:
Spire Research and Consulting
Date:
14 November 2013
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5. Staging the
Cloud Scene
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6. How cloud literate are we?
How have we adopted the cloud?
Used pervasively to communicate, share content and perform online transaction
Used to empower ourselves to manage our personal cloud and workplace cloud
use
Used to decide where to store or transact our information; creating a “fine line”
between our personal cloud and company cloud
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7. How cloud literate are we?
Personal Application
Communicate on
Skype, Facebook, Twitter, Weibo,
Tencent QQ, Kakao Talk, Line
Share and deliver videos content
with Youtube, FC2, IPTV Netflix
(for certain countries)
Share files (e.g. pictures/ videos/
slides) via
Flickr, Filetubes, Slideshare, Drop
box
Access email with Gmail, Yahoo
mail, Mail.ru
Do online shopping and make
purchase on marketplace with
Amazon, Ebay, Rakuten, Taobao,
Paypal
Enterprise Application
Access work related email with
Microsoft Outlook, Google apps
Share and access content with
Microsoft Office365
Manage human resource and
payroll with SAP
SuccessFactor, Workday, Oracle
Taleo
Manage customer relationship
with Salesforce
Manage buying process with
procurement via SAP Ariba
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8. Introduction to cloud literacy
Literacy is part of Communication Skill Constellation and Application
ICT Skill is essential in the development of Cloud Literacy.
What is the use of it?
Is cloud access secured and safe?
Analyze
What are the
available
cloud
applications,
accessibility
and etc.?
Apply /
Act
Access
How to put
cloud into
good use? How
can we make
money etc.?
Cloud
Literacy
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9. Introduction to cloud literacy
Literacy is part of Communication Skill Constellation and Application
Literacy in Communication
Skills Constellation
Age Pyramid of
Singapore Resident Population
Age 13 - 62
Workforce
Source:
1. Ralph Catts and Jesus Lau (2008). Towards Information Literacy Indicators. Paris: UNESCO,
2. 2012 Population Trends Department of Statistic Singapore
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10. Growth of technology, business requirements and
usage shape today’s cloud eco-system
Catalyst opening up a multitude of possibilities in services
Hardware
Software
Communication
Technologies
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11. 11

12. Cloud Service Providers targeting segmented users
Zooming into ecosystem
shows…
The value chain provides
“End Users” choice of service
(i.e. Pick and Choose) for both
the “Personal Users” cloud and
“Enterprise Users” cloud space.
However, there is divisions in
terms of expectation for
companies dealing with
Public, Private and Hybrid for
implementation strategy due to
business requirements
variations.
Cloud Service Providers offering to
2 Segment of end-users
(SaaS, PaaS and IaaS aka XaaS)
Personal
Users
Enterprise
User
2 Target Segment
End Users
Web browsers, mobile apps/ browser
Mobile
phones, tablets, laptops, desktops
SaaS
Public
Cloud
Public, Pri
vate
or
Hybrid
Cloud
Software as a Service
The application is centrally hosted
Microsoft Office 365, Google Apps,
Salesforce.com, CRM, email, games
PaaS
Platform as a Service
Software development stack is hosted
Windows Azure and Google App
Engine, Heroku, Force.com
IaaS
3 Implementation
Choices
Infrastructure as a Service
VMs, Servers, storage, network is hosted
Rackspace, Amazon Web Services
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13. Accelerated Cloud Use is due to SMoC
With enormous amount data transacted “Socially”, via “Mobile” that is offered
by “Cloud” (SMoC), Big Data leads in the areas of Research and Analytics
Being Social
Being Mobile
Being Cloud
(i.e. Human has many
choices to a
Smörgåsbord of
applications)
(i.e. Affordability of
devices and wide
wireless coverage has
spurred demand)
(i.e. Computing
development offered 3
implementation
preferences)
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14. Is SMoC a precursor component to Big Data?
Today
Cloud
Upcoming
Big Data
Merging of Computing Development
Hardware
Software
Storage
Virtualization
Emerging of Computing Development in
Research and Analytics
Predictive Modeling
Intelligence
Visualization
Multiple Preference Implementation
Public
Private
Hybrid
Potential vertical extension
Weather (i.e. Meteorology)
Healthcare (i.e. Genomics)
Financial Service
(i.e. Fraud detection)
Social
Multiple Application Accessibility
Communicative Channel
Content Sharing/ Delivery
Workflow/ Transaction
Mobility
Multiple Communication Technology
Choice
Device Agnostic (i.e. BYOD/C)
Widely Coverable and
Accessible Communication
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15. Customer Experience
Management
(CEM)
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16. What is CEM and why?
Customer experience is the cumulative experience
shared with a supplier of goods and/or services
Why CEM?
Good customer experience leads to growth
Global CEM Market (2012):
USD2.68 Billion
Customer
2013 Marketsandmarkets
Companies
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17. Significance?
CEM encourages positive customer feedback
Importance of CEM
Telstra CEO and leadership team take customer calls
Customers calling Telstra recently might have been surprised to be greeted by David Thodey
and members of his leadership team.
Following their regular meeting at the new state of the art call centre in Melbourne, the
executives quickly realised they were in for a surprise. They were told they would spend the next
few hours taking customer calls.
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18. Top-down approach
Customer research by interactive survey
CEM - Deductive Reasoning Approach
Survey
(i.e.
CSS, FGD, NPS)
Theory
Hypothesis
Observation
Confirmation
Methodology
CSS – Customer Satisfaction Survey, FGD – Focus Group Discussion, NPS – Net promoter score,
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19. Bottom-up approach
Customer research through paying attention to customer sentiments
CEM - Inductive Reasoning Approach
Observation
(i.e. unsolicited
feedback, voice
of customer,
ethnography)
Observation
Pattern
Tentative
Hypothesis
Theory
Methodology
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20. Research and Analytics Fundamentals
2-prong approach on CEM
Cloud computing capability has enabled a holistic research in understanding
customers with a 2-prong approach on CEM
Top-down approach customer research by interactive survey
Bottom-up approach customer by listening customer by observing their sentiments
Looking Side by side
Top-down Approach
Bottom-up Approach
1. Method
Survey
Observation
2. Objective
Confirm a theory
Build a theory
3. View
Narrow
Wide
4. Interactivity
Question and Answer
None (or minimum)
5. Period
Polling
(i.e. do when needed)
Can be continuous
6. Capture type
SMS, Email, phone, face to face
Social media, IVR, ethnography
7. Cloud
Automation
Yes
(However, phone and
face-to-face survey is manned)
Yes
(Can be computerised and
unmanned)
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21. How to reach out to both customer and market trends?
Combination of both approaches creates
holistic understanding improves
customer experience with predictability of
customer usage behavior
Confirmation
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22. How to reach out to both customer and market trends?
Top-down Approach
Action
• Macro approach high level view
of the industry (i.e. market
estimation, competitor analysis
• Go-to-market strategy
and industry benchmarking)
• Repositioning on company
• Assessment of a service (i.e.
branding or service
survey on CSS, NPS)
• Customer acceptance insight
• New concept testing (i.e.
leads to strategic product launch
Confirmation
FGD, Product survey)
• Deeper understanding of product
usage leads to improvement of
new product launch
Top-down
Approach
CSS – Customer Satisfaction Survey, FGD – Focus Group Discussion, NPS – Net promoter score,
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23. How to reach out to both customer and market trends?
Bottom-up Approach
• Listening to social
media, IVR, web (i.e.
commend, comment, com
plaint)
• Monitor network
performance (i.e. quality of
service QOS)
• Monitoring the capability of
device (i.e. mobile
subscriber accessibility to
service)
• Product usage and
behavioral study (i.e.
Ethnography)
Bottom-up
Approach
Action
• Dashboard for monitoring, analysis and act
• Engage customer complaints before they
go viral
• Churn modeling with customer experience
Confirmation
metrics
• Improve quality of service by projection on
capacity and demand management
• Offer option to shift from 3G to Wi-Fi when
needed, with provisions to switch
• Assess network capability and improve SLA
management
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24. Trends and Innovations by CEM service providers
Existing CEM service
providers employ both
top-down and bottomup approach when it
comes to customer
analytics with actionable
insights
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25. Trends and Innovations by CEM service providers
Communication
Channels
Web, email, Interactive
Voice Response (IVR),
Voice, Kiosk, POS, SMS
Email, Contact
Center, Mobile,
Receipt, Social
Text a
Voice/IVR a
Online, Print,
IVR/Phone Receipt,
Web, Email Social
Media, Mobile
Capture Type
Text a
Voice/IVR a
Device Type
Mobile phone
POS system
Mobile phone
Mobile phone
Desktop/laptop
Mobile phone
POS system
Benefits
Improved customer
and employee
satisfaction
Maintain brand’s
public
feedback
Automated report
enable continuous
improvements
Improved net
promoter score and
customer satisfaction
Boost customer
experience
Capable to
integrate with
various operational
database
Boost customer
experience
performance
Increase sales and
operational
performance
Clients Type Industry
Telecommunication
Aviation
Banks
Insurance
Source: Responsetek, Medallia, Allegiance, Opinionlab
Retail Chains
Hotel
Manufacturer
Mutual Fund
Text a
Voice/IVR a
Web, mobile, in-store,
product
Fortune 500
companies from
various industry
Text a
Fortune 500
companies from
various industry
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26. Case Study
Telecom Service Provider
Scope
Enable companies to collect, monitor, and
analyze text or voice of customers in real time
from various media sources
Vendors
Operator
Open up opportunities to establish a closedloop process to resolve customer issues
Scope
Enable telecommunication
companies to interpret
customers’ experience
index from voice call or
internet usage data pattern
Vendors
Text/Voice of
Customers
(VOC)
Management
Quality of
Service or
Network
Management
Scope
Enable companies to collect
customers’ experience metrics
directly from across platforms
of devices to provide an unified
report for the whole company
Device
Management
Include proactive/
automatic device
configuration/ WiFi
activation without the
intervention of operator
Vendors
Operators
Operators
Source: Spire’s Analysis, Responsetek, Medallia, Clarilty, Teradata, NSN
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27. Future outlook?
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28. Cloud computing in coming years
Trend – Being social, being mobile and being on the cloud
The "blurred line" between personal and enterprise cloud services due to "Bring Your
Own Device“ (BYOD) phenomenon.
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29. Cloud computing in coming years
Continuous growth of the industry spurs the emergence of
two new types of cloud services:
A Crowd of Cloud
Cloud
manager
Enterprise
service broker
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30. Service Aggregator
A new business model
NOW
Enterprise
Cloud
Services
Personal
Cloud
Services
Will consumers continue
to be empowered to
adapt cloud naturally or
will it lead to a MERGER
or One cloud for all
regardless of personal
use or enterprise use?
MERGER?
Availability of various vendors
with differing offers/ functions
Lack of industry
standardization
Personal
Cloud
Manager
FUTURE
Source: Spire’s Analysis
Multiple choices of
personal/enterprise
cloud service, has
created new model of
Personal Cloud
Manager and Enterprise
Service Broker
Enterprise
Cloud
Service
Brokerage
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31. Increasing demand for Data and Analytics Graduates
Research analytics leads to new job opportunities and
increase in grooming new talent
Big data to drive US$34
million global IT spend in
2013: Gartner
There are over 300,000
openings for data scientists
currently listed in the US
alone
Over the next 5 years, demand for data scientist will:
Be significantly less than the talent available
Be less than the talent available
Over 2/3 believe demand will
outpace the supply of data
scientist
Be met by available talent
Somewhat outpaces the supply of talent
1%
5%
31%
31%
Significantly outpaced by the supply of talent
32%
Source: Gartner
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32. Increasing demand for Data and Analytics Graduates
Over 1000
Data Scientist
Sample Classes
• Harvard University  CSCI E-63 Big Data Analytics
• EMC2  Data Science and Big Data Analytics Course
• Carnegie Mellon University  Big data 08-741 Very Large Information Systems
Source: IBM, EMC2
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33. How ready is Asia on cloud computing?
Cloud computing adoption push
Key agenda in most national ICT policy in public service delivery and development of
digital economy nation
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34. How ready is Asia on cloud computing?
Top National ICT
Agenda
Cloud computing
adoption
E-government
Promote citizen
use of ICT
Data analytics
National
Broadband Plan
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35. Conclusion
Being SMoC is a precursor component to Big Data
The progression and the way forward
Be Social
Be Mobile
Be Cloud
Be in Big Data with Data analytics
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36. Panel Discussion
Jeffrey Bahar
Yap Far Loon
Hendy Tohan

37. Thank you

38. Tel: (603) 2161 6088
Fax: (603) 2162 6088
Level 42-C, Vista Tower, The Intermark
348 Jalan Tun Razak,
50400 Kuala Lumpur, Malaysia
my.info@spireresearch.com
www.spireresearch.com
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