CBS March 11

4.500
successful cloud projects
4.5M
daily client transactions
>1M
managed virtual machines
through public cloud

80 %
revenue Growth in 2012 Cloud Computing

7B$
Committed revenue in 2015
CBS, March 11’th

Henrik Hasselbalch
Cloud Leder, IBM Danmark

© 2012 IBM Corporation

Cloud is widely recognized as an increasingly important technology;
adoption is expected to accelerate rapidly in the coming years

What is Your Organization’s Level of The Global Cloud Computing Market is
Cloud Adoption? Forecast to Grow 22% per year through 2020
% of Respondents

91% $250B $241B

21% Piloting
72% $200B

$150B
28% Adopting $150B
38%

+33% $100B

Substantially
21%
41% Implemented $50B
+215% $41B
13%
$0B
Today 3 yrs
2011 2015 2020
Source: Sizing the cloud, Forrester Research, Inc., April 21, 2011

Source: (1) 2011 joint IBV/EIU Cloud-enabled Business Model Survey of 572 business & IT leaders; Q4. Which of the following most accurately describes your
organisation’s level of cloud technology adoption today and which do you expect will best describe it in three years?
Sizing the cloud , Forrester Research, April 21, 2011; http://www.cio.com/article/684338/Survey_CIOs_Are_Putting_the_Cloud_First

Gartner Hype curve Q3 2012:


IBM DK Cloud Survey Q2 2012

’Cloud is genious and ensures increased flexibility.
However, it is also old wine on new bottles......’


Mobility, social media, increasing digitization and new analytics
capabilities are conspiring to drive broad business change

Major Technology Trends driving Business Change

Mobile revolution
 Connectivity, access and participation are growing rapidly
 Smart devices are becoming the primary route to get connected
 Devices are getting smarter as they are increasingly enriched by mobile apps

Social media explosion
 Social media is quickly becoming the primary communication and collaboration format
 GenY’s or “digital natives” use of technology and social media platforms is accelerating adoption
 Enterprises are adopting social media but are struggling to realize the value and manage risk

Hyper digitization
 Digital content is produced and accessed more quickly than ever before
 Internet traffic is growing globally driven by consumer use of video, mobile data, interconnectedness
 An increasing number of connected devices and sensors is further driving growth

The power of analytics
 New capabilities for real time analysis, predictive analytics and micro-segmentation are emerging
 Top performing companies use analytics to drive action and business value
 Analytics are making information “consumable” and is transforming all parts of the organization, from
customer intimacy to supply chain management

Source: IBV Analysis

IT is Being Challenged by Business

Business Opportunity

Time to Operations of IT

LOST BUSINESS


The Current It Challenge - Sprawl


Is IT ready for the challenge?
New server spending
Power & cooling costs
Server mgmt & admin costs 2013

1996

29% 68%

68% of IT Only 1 in 5
operating costs in 2013 will be for organizations allocate more than
management and 50% of IT budget to new
administration
* IDC; Converged Systems: End-User Survey Results
projects
presentation; September 2012; Doc #236966 * 2012 IBM Global Data Center Study


Danish CIOs 10 top priorities in 2013
1. Implementing new solutions: 27.3 procent

2. Support multiple platforms and operatingsystems: 26.8 procent

3. Modernise the infrastructure and/or applications: 26.4 procent

4. Improve and automate IT processes: 25.9 procent

5. Adjust IT-systems to changes business requirements: 23.6 procent

6. Reduce cost: 23.2 procent

7. Improve service: 19.5 procent

8. Secure a secure infrastructure: 17.3 procent

9. Optimise business processes by using IT: 16.8 procent

10. Keep old systems running: 10.9 procent
Kilde: IDC


Cloud Computing
Rocket science ???


NIST definition of Cloud Computing

 "cloud computing is a model for enabling ubiquitous,
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 is a service delivery type …e.g. a new way to deliver
IT services...’

Buy a car

Rent a car

Take a taxi


The 4 delivery types of services :
Employee
Procurement
Benefits Mgmt.
Business
Industry-
Travel
specific
Layer 4 Processes Business Process-as-a-Service

Collaboration CRM/ERP/HR
Industry
Financials
Applications
Layer 3 Software-as-a-Service

Middlewar Web 2.0 Application Java
e Runtime Runtime
Developmen
Database
t
Layer 2 Tooling
Platform-as-a-Service

Data Center
Servers Networking Storage
Fabric

Shared virtualized, dynamic provisioning

Layer 1 Infrastructure-as-a-Service


IBM Global Process Services takes a balanced-shore approach

COVENTRY SHANGHAI
TAUNTON

FOSHAN
NEWCASTLE BERLIN KRAKOW
DALIAN
TORONTO
GREENOCK SWANSEA ISTANBUL

JEONJU
TULSA SAINT JOHN BUDAPEST
DELHI SAPPORO
RTP CHANDIGARH
BEAVERTON EDICOTT DUBLIN PARIS
GURGAON
TOKYO
BOULDER SOFIA KASAI
GREENVILLE BRAGA PUNE
OKINAWA
TUCSON BRATISLAVA FREETOWN
DALEVILLE MUMBAI KOLKATA
FUKUOKA
DALLAS
MANILA
SAN JOSE ATLANTA HORTOLANDIA CAIRO
KAMPALA VIZAG QUEENSLAND

SAO PAULO
F&A BUENOS AIRES BANGALORE CHENNAI BRISBANE

HR
SYDNEY
SCM
MONTEVIDEO ANTANANARIVO
CRM BALLARAT MELBOURNE
Industry-specific


The need:
Skype, initially a free, Internet-based communications service, built a portfolio of services offered at a fee.
Because of Skype’s rapid growth, it did not have the infrastructure, processes, governance or corporate
structure to deliver satisfactory levels of customer support. Skype recognized that efficient and effective
customer service was critical to the growth of its fee-based services and sought a business process operations
provider that could manage its email customer service operations.
The solution:
IBM GPS analyzed the client’s needs and created a service and response plan whereby IBM global resources
would provide email and live chat support for customer queries, service complaints and billing concerns. IBM
divided its activities among 3 sites to support the company’s international customer base: Cairo; Boulder,
Colorado; & Manila, Philippines. IBM provides email support in 7 languages and live chat support in English. In
addition IBM provides web content support for Skype Customer Services from our delivery centre in Bratislava.

The benefits:
 Skype customers experienced a significant improvement in customer services levels: email responses that
once took up to 24 hours now take 2 hours or less.
 At the beginning of the contract 85% of Skype customers corresponded through email. Today up to 50%
prefer the quicker response time & resolution rates of chat services. The expansion of live chat greatly
improved the speed of problem resolution.
 When IBM secured the contract, its initial point of contact resolution performance was 70%. As of April 2012,
the resolution rate has increased to more than 80%.
 As a result of the improvements in customer support and cross-selling by IBM Skype has experienced a 50%
increase in its fee-based service web pages.

And for We do AP, Payroll and
TravelExp Mgt

Unilever Europe: A global CPG company

The need:
This global consumer products company needed to simplify its complex finance
organization across 24 (100) countries and 18 ERP systems. It also needed to Why IBM?
achieve cost efficiencies to generate revenue for greater focus on its brand. “The successful partnership
between IBM and Unilever
Europe along with an
The solution: ambitious transformation
IBM implemented standardized finance processes and innovative technology under agenda will continue delivering
an award-winning joint governance model. Leveraging asset-based process models significant and sustainable
and global delivery capabilities, this transformational solution helped integrate the benefits for Unilever Europe.”
company and create a more flexible operating and financial model.

The benefits:
 New, centralized “One-Unilever” finance organization for greater efficiency and Solution components:
operational savings contributing to €700M annual savings for the company e-
 Accounts payable
na thre
 Travel & expenseo
 End-to-end process ownership and standardized processes and technology
i ces
for enhanced data quality, tighter controls and greater speed of information ser v
 Billss cash
roc e to nd
 Pan-European service management, including greater visibility and access to
n es s p Record to report ia; a
d
busi cilities
in e, In
information for decision making and continuous improvement
g ed fa ang alor
 Flexible, agile delivery model to meet Unilever’s evolving business na
ma from its tugal; B
ed Por
environment and drive greater benefits from economiesvidscaleodel
ro of m
p
IBM elivery nd; Br aga,
d a
tier ow , Pol ines.
p
Krak , Philip
ila
M an © 2012 IBM Corporation

Roadmap to cloud


IBM SmartCloud represents the IBM vision for cloud computing

Business Process as a Service
Software as a Service

Platform as a Service

Infrastructure as a Service

Design Deploy Consume

Cloud Enablement Managed Cloud Cloud Business
Technologies Services Solutions
Enables private/hybrid cloud service Secure and scalable cloud managed Pre-built Cloud SaaS business
delivery and management services platform applications and solutions

Proven Strategy Consulting, Migration, & Management Expertise

Common Open Standards Technology and Industry Ecosystem


An enterprise-grade IaaS is the foundation for our Cloud services
incl PaaS and SaaS.

Rapid access, multi-tenant solution Robust multi-tenant solution, including
scaled and priced based on usage. managed production services.

Workloads Ideal for developing and deploying new Ideal for migration of traditional and higher
application designs availability applications

Operating system Linux, Windows Windows, Linux, AIX

Management level Self Service with advanced Fully managed
premium support

Availability 99.9% 99.9%

Security Virtual and some physical isolation Multiple levels of isolation
Software usage Bring your own / pay as you go / free developer use IBM provides operating system and tool licenses

Pricing Hourly usage-based with reserved options Monthly usage-based and fixed contract


IBM Centers Deliver & Manage Cloud Services Around the World
IBM Worldwide Support Centers
7 Cloud Data Centers
11 Cloud Labs
57 Global Delivery Centers
54 Global Command Centers

Toronto Wroclaw, Poland
Dublin
Boulder, CO Ehningen, Germany
Beijing Tokyo
Silicon Valley, CA Raleigh, NC Seoul
Hong Kong
Hanoi

Bangalore

Singapore

Sao Paulo

Johannesburg
IBM Cloud Lab
IBM Cloud Data Center


Kundeeksempler


‚Cloud Readiness‘ at Audi has started!

ERP BW
Portal Web-Center
XI R/
3 HR

Increase Reduce
Flexibility „Private SAP Cloud“
ney Consolidation
total Costs for SAP
 „Cloud Strategy“
our 
 OnDemand Capacity
ou dJ  Green-IT

Cl
 fully virtualized  better utilization

ate
 Service Standardization  License-, service costs
…
v
Pri
  …

1. Harmonizing 2. Standardization 3. Flexibility 4. Automation /Service
Interfaces and SAP systems and Provisioning & Catalog
Operation Server configuration accounting SAP provisioning,
..... operational Processes ...... operation, SAP services
...... .....


ING – Dutch Insurance company
going from 16 to 2 new Cloud-
Datacentre
Business Need: Speed to market
and cost reduction

d DC
C lou
ate
Priv


CloudBroker : Rosetta-as-a-service

Dr. Lars Malmstrom, Institute of Molecular Systems Biology ( IMSB )
 Rosetta application as a service enables researchers to process massive amounts of data as part of
their pioneering research ino the field of proteomics – large scale study of protein structures and
functions . Using IBM’s SmartCloud Enterprise and an enhanced queuing and data management
solution provided by our business partner, CloudBroker, the University researchers were able to identify
nearly 250 potential virulence factors -- or molecules that are secreted by bacteria, viruses, fungi, or
protozoa and then multiply within humans -- and create nearly 2.3 million three-dimensional models with
nearly 30,000 background data packets to study the function of these harmful, disease causing
pathogens.
 Completed 250.000 compute hours on 1000 virtual CPUs

uni ty
mm
r Co
fo
SaaS
blic
Pu

Kunde-eksempler

a ge aS
500.000 Hotel rooms....... Us Sa
S så
Ia a og
nu
og


How to handle 4 yearly
”publications”

age
Us
IaaS

ns
tio
Smart Cloud Solutions - SaaS
Solu
S IBM
Saa
A health and science publisher in Philadelphia
identifies and monitors key performance
indicators, determines the web elements on
which to focus optimization and testing efforts
and gains a single source of accurate and
consistent data for reporting when it implements
IBM Unica NetInsight software through a
Software as a Service model
ng
tal marketi nd no
and digi ront cost a
e analysis little up-f
ee t onlin omplexity,
igned to m inimal c nt !
... ...des nts with m e investme
me tur
require l infrastruc
ica
techn


SaaS integration to Cloud based SmartCloud for Social Business
for SUGARCRM.COM

aS
Sa
loud
C
art
Sm
-I BM
aS
Sa © 2012 IBM Corporation

Using Cloud
to Transform
Business

 Operational Cost Reduction
City-wide  Stimulating Economic Growth
Cloud
Computing  Supporting an eco-system of
companies and agencies
Platform
re e
 Making the Smarter Cities
vision real fo rf
S
Iaa
“The Cloud is a cornerstone of our Economic Masterplan. The new
cloud infrastructure will lay the foundation of an even smarter
Sunderland..” Councillor Paul Watson, Leader of Sunderland City Council

Wuxi iPark
A dynamic infrastructure frees up resources for new business
“Working with IBM, Wuxi iPark is
able to leapfrog the latest technology
The Need: model around cloud computing and
China is emerging as one of the world's major markets of software development SaaS and set a solid foundation to
and outsourcing services. However, to survive in this rapidly evolving environment, become a major source for software
ISVs need to have agile software development processes to shorten the lifecycle
development outsourcing.”
from product development to market.
— Zhou Qian, Secretary, Wuxi New
The Solution: District, Committee of the Community Party
of China
IBM Research-China teamed with Wuxi iPark to enable ISVs located in Wuxi iPark
Solution components:
to remotely access a vast computing environment for project incubation,
development and testing at any time, paying for services based on usage. This  IBM® DB2® (64bit)
utility-based service is delivered via the Web and integrates technologies and
 IBM Express Runtime Solution
concepts from cloud computing, software-as-a-service (SaaS) and software
engineering as a service (SEaaS) and includes operational and hosting services.  IBM HTTP Server

What Makes it Smarter:  IBM Rational® Software Architect
 New business model allows ISVs to conserve energy and resources and reduce  IBM System Storage DS®
their IT investment, freeing up capital and resources for other business activities
 IBM System p®, IBM System x®
 Open standards-based architecture and innovative development methodology
facilitates collaboration of staff in different cities to improve response times  IBM Tivoli® Directory Server,

re e
 Access to advanced software development platform enables ISVs to reach new IBM Tivoli Monitoring,

rf
markets with the ability to sell hosted software solutions to customers worldwide IBM Tivoli Provisioning Manager

S fo  IBM WebSphere® Application Server

Iaa TIP14115-CNEN-01

NATO ACT Mission Development Cloud
Cloud-delivered Mission Experiment Platform
 Private Cloud that enables NATO ACT
Mission experiments (Command and
Control, Intelligence, etc.)
 Self-service, on-demand access to
NATO mission assets
 Integration point for NATO Enterprise
SOA Services
 Cloud Architecture is based on IBM
Service Delivery Manager (ISDM) and
fully automates NATO’s existing
investments in hardware, storage and
virtualization
 Initially focused on NATO ACT HQs
with possible expansion to NATO
organizations worldwide
 Includes IBM technologies and
Strategic Planning services for Cloud
Roadmap development


D ev i ce
rO wn
ou
 Desk top

B rin gY
D ) now
(B YO evi ces
are
llio n d ......
1 bi ected..
conn

”What key is the right to get productive
access to corporate applications?” © 2012 IBM Corporation

The key is ”DeskTop Cloud” a webaddress for a Virtual Desktop”
and
”Cloud based solution for Mobile Dev Mgt and Security”
BUT........is this REALLY the future

IBM has just announced MobileFirst © 2012 IBM Corporation

What to consider when writing ”Native Cloud Apps”

1. Good traceability between requirements, architecture, design, development and release
2. Making sure that those capabilities in the cloud reference architecture are being developed
as "services" and not specifically tied to just one tool
3. Exception handling is key. Many of the stability and security issues in Cloud environments
are from applications which do not have good error handling.
4. Migration and performance. Have a clear understanding of the performance impacts of
putting applications in the cloud.. especially when you are moving to a fully virtualized
environment. Security is key as well.. since you are no longer 'physically zoned'



Thank you and
Feel free to contact me
hassel@dk.ibm.com

”... IBM is emerging as the
formidable
competitor in cloud
space”
IDC, Oct. 2011

CBS March 11

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