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Lessons Learned Deploying Cloud Services in Emerging Markets

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This is the presentation I gave recently in the Cloud World Series event in Hongkong.

http://asia.cloudworldseries.com

Nov 25-27, 2013

Published in: Technology, Business
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Lessons Learned Deploying Cloud Services in Emerging Markets

  1. 1. Early Lessons Learned in Deploying Cloud Services Cocoy J. Claravall VP IT-Enabled Products & Services Globe Telecom, Philippines
  2. 2. Agenda Why We Are Here Ten Lessons to Remember Why We Are Optimistic Positioning for Success
  3. 3. Where else can we grow? What do we do, and when do we start?
  4. 4. IT Enabled Services, the clear adjacency for telcos in the B2B market Projected Business per Industry, YoY 2011 – 2016 Nominal CAGR percent The telecom services business is big and stable, there is still an opportunity to expand albeit with slowing revenue growth … … mirroring global trends due to commoditization (declining ARPU, etc.) and intense competition. Thus we need to do this in order to maintain our momentum while investing for the future.
  5. 5. We see customers having a mindset change …
  6. 6. Data Center COLO Services OPTIMIZING Managed Platforms INNOVATING Shared Hosted Applications Managed Applications World-class facilities, certified people, and processes DISRUPTING Level of Professional Services we can offer End-to-end Business Application Services Shared Dedicated Hosted Platforms Dedicated Enterprise Public IAAS Dedicated Private Cloud … and buying IT services in different ways.
  7. 7. 1. Get the right partners, good synergy is important. Learning from Steve and Woz
  8. 8. 2. Focus on the job, it’s hard to think blue sky when you are swimming the red ocean. The approach cannot be a BTW, with no focus.
  9. 9. A New Globe Business 130 ITES Mandate Focus on IT-related products & services Develop new offerings or partner with world-class technology providers Be the preferred IT partner for cloud services IT Enabled Services Group SMB Group Enterprise Group
  10. 10. Our IT Enabled Services Group Head Sales Engagement Product Marketing Professional Services Program Management Professional Services Software Design and Delivery Project Management Office Service Delivery Service Desk Service Management Service Operations
  11. 11. In our case, a new group had to be built, whose mission is: To enrich lives through enabling solutions that accelerate the performance of business ecosystems using best in class IT capabilities, platforms and services.
  12. 12. 3. It’s good to be fast, but sometimes you will stumble if you do not plan ahead.
  13. 13. 4. Building credibility takes time, take baby steps.
  14. 14. IAAS
  15. 15. 5. Creating a pipeline of customers is easy, winning deals is another story.
  16. 16. 6. It’s hard to swim upstream, but often that’s where you find the hidden opportunities. The Challenge: • Established global cloud players • Mom and Pop local players • Decision mostly based on the cheapest option The Alternative: • Focus on higher value managed IT services • Evangelize, evangelize, evangelize
  17. 17. 7. It’s not just about cost, rather, focus on what the customer is trying to solve. “Jobs-to-be-done” theory “The basic idea is that people don’t go around looking for products to buy. Instead, they take life as it comes and when they encounter a problem, they look for a solution—and at that point, they’ll hire a product or service.” Clayton Christensen, Harvard Business School
  18. 18. 8. Traditional marketing is not enough, we need to advocate, and help the customer understand our message. Image c/o ZDNet
  19. 19. A recent article refers to a survey conducted by the Cloud Security Alliance, who surveyed 456 organizations around the world: “Of the 207 respondents from outside the US, 56% were less likely to use US-based cloud providers after the revelations and 10% had cancelled plans to use American services. About a third said the revelations would not affect their provider choice.” 20
  20. 20. 9. Coming from a Telco has both its advantages and disadvantages. Maximize strengths 1. 2. 3. 4. 5. Infrastructure Customers Scale Coverage Ability to offer end-to-end SLAs 6. Billing capabilities OVERCOME WEAKNESSES Perceived lack of Customer-centricity IT and Network Silos Perceived lack of Innovation Speed of Execution “Telco-minded” thinking
  21. 21. 10. Segmentation is key, the best product will not sell in the wrong market. SOME HYPOTHESIS: • Large and mid-size local companies will be more open to subscribing to managed IT services • More savvy <40 year old decision makers more likely to go with a cloud solution • Non-IT LOB decision makers will grow in influence in how IT budgets are used • Increasing number of bids are looking for a cloud alternative • There are opportunities in highly regulated verticals, but we need to invest on a lot of pre-work and unconventional tactics.
  22. 22. This is just the beginning!
  23. 23. Globe launched In 2011 TORNADO EARLY MARKET THE CHASM REVENUE GROWTH In the Philippines, customer adoption of cloud services is starting to increase but has to cross the chasm to gain traction … BOWLING ALLEY MAIN STREET TOTAL ASSIMILATION Total Cloud industry revenue growth @ 57% p.a. IAAS in 2016 at 5.8BTIME (McKinsey) IAAS demand in 2017 range between 600M to 1B pesos (IDC & Gartner)
  24. 24. Philippine Digital Strategy (2011 to 2016) Four Focus Areas: • ICT Infrastructure • Cyber Services • Human Capital Development • e-Governance
  25. 25. The Companies We Work With Today GLOBAL LOCAL / REGIONAL
  26. 26. Why We Believe We Are Poised to Win • A focused and dedicated organization • A skilled, certified, set of people and processes • A scalable, world-class infrastructure that’s local • A set of key partnerships with the leaders in the industry • A clear direction of where we want to be
  27. 27. This is for my country … Buy Filipino, Cloud Solutions from Globe!
  28. 28. “Taking the complexity out of IT.” Cocoy J. Claravall fjclaravall@globe.com.ph

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