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Cloud	Services	
Markets	and	Key	Drivers	Study	
	
Iqbal	Khan,	July	2015	
1
CONTENTS:	
•  Cloud	landscape	in	India	
•  India	key	developments	and	Trends	
•  India	Cloud	Readiness	
•  India	Local	Clo...
CONTENTS:	
•  Cloud	landscape	in	India	
•  India	key	developments	and	Trends	
•  India	Cloud	Readiness	
•  India	Local	Clo...
4	
Cloud	Landscape	In	India
India	Cloud	CompuPng	Spending	
•  	BMI	esPmates	the	overall	
Indian	cloud	compuPng	
market	at	a	total	value	of	
INR42.7bn	...
Cloud	AdopPon	Will	Drive	the	Growth	India’s	IT	Market	
•  A	report	published	by	IT	research	and	advisory	firm	Gartner	esPma...
Impact	of	Server	VirtualizaPon	
•  Server	virtualizaPon	allows	for	mulPple	operaPng	systems	to	be	run	concurrently	on	a	si...
Cloud	Services	and	potenPal	targets	
•  ISV	(independent	so1ware	vendor)	is	the	driver	for	cloud	adopPon	
•  ISVs	play	a	v...
India	Key	Trends	and	Development	
•  April	2015	it	was	reported	that	Microso1	and	India-based	Zoho	would	set	up	datacenter...
India	Cloud	Readiness	
•  The	significant	challenges	of	the	Indian	cloud	compuPng	environment	are	captured	in	the	
results	...
Cloud	Readiness	Index
Local	Cloud	Providers		and	ISPs		
BSNL	
•  In	May	2013,	telecoms	operator	BSNL		and	Dimension	Data		launched	joint	cloud	s...
Challenges	faced	by	Local	Players	
•  However,	smaller	Indian	providers	could	ul8mately	be	squeezed	out	to	the	margins	of	...
Global	Cloud	Service	Providers			
	AWS	
•  AWS	plans	to	start	its	data	center	in	India	in	year	2016	
•  Global	IaaS	market...
Global	Cloud	Service	Providers			
IBM	
•  IBM		reported	a	more	bullish	outlook	for	cloud	service	growth	in	March	2014.	IBM...
Global	Market	Share	and	Growth	Rate	
16	
•  AWS’	exact	market	share	is	put	at	27%	by	Synergy,	gaining	ground	arer	
what	th...
AZURE	VS	AWS	
Microso1	Azure	 Amazon	Web	Services	(AWS)	
Available	Regions	 Azure	Regions	 AWS	Global	Infrastructure	
Comp...
Key	Drivers	for	cloud	IaaS	in	the	Indian	market	
•  SMB	segment:	The	size	of	the	Indian	SMB	market	exceeds	that	of	any	oth...
Key	Barriers	for	Cloud	AdopPon	
Cloud	AdapPon	in	India	has	been	on	the	rise	specially	in	the	new	age	economy	and	Start-ups...
Key	Drivers	for	Managed	Services	Providers	
•  Need	to	control	costs.	Cost	pressures	are	driving	the	adopPon	of	managed	an...
Key	Inhibitors	for	Managed	Services	Providers	
•  Internal	Resistance	by	the	IT	managers	
•  Loss	of	control.	IT	managers	...
Key	Takeaways	from	Market	Overview	
•  Huge	opportunity	in	the	India	market,	good	potenPal	in	the	SMB	Segment		
•  Should	...
23	
Cloud	Major	Customer	Segments
Cloud	Managed	Services	Market	Segments	
Cloud	Managed	Services	market	is	segmented	by:		
•  Type:	
•  Business	Services	
•...
25	
Industry	VerPcals
26	
Media	Industry
Features	of	Media	Companies	
•  As	media	companies	look	at	ways	to	reduce	their	IT	expenditure	and	maximize	their	returns	...
Cloud	compuPng	–	vendor	mindshare		
among	media	companies	 		
28	
•  Google	has	the	highest	vendor	mindshare	of	39%,	close...
29	
Travel/	Hospitality
Case	Study	:	redBus	
•  redBus	is	an	Indian	travel	agency	that	specializes	in	bus	travel	throughout	India	by	selling	bus	P...
31	
Healthcare	VerPcal
Healthcare	Sector	Primary	Cloud	Usage	
•  Tradi8onally	skep8cal	about	adopPng	cloud	compuPng	because	of	strict	privacy	and...
33	
Manufacturing	Industry
PrioriPes	for	Manufacturing	Business	
34	
•  Cost	reduc8on	and	financial	results	—	Reducing	enterprise	costs	
and	improving...
Why	Cloud	Makes	Sense	for	Manufacturing	Companies	?	
•  Higher	emphasis	on	cost	
–  Because	of	relaPvely	higher	costs	for	...
IT	SoluPons	Map	for	Manufacturing	Industry	
36	
Typical	Manufacturing	applica8ons	
•  Product	Life	Cycle	Management	PLM	Ap...
Takeaways	from	Industry	VerPcals	
•  There	are	unique	needs	of	every	industry	
–  Storage,	media	conversions,	streaming	,	...
38	
The	SME	Segment
India’s	SME	Segment	
•  Huge	SME	sector	-Studies	suggest	that	there	are	at	least	7.5mn	SMEs	in	India.	
•  Sector’s	contrib...
India’s	SME	Segment	Key	CharacterisPcs	
•  Price	is	an	important	consideraPon	in	the	sector	
•  Slow	Tech	AdopPon	because	...
Cloud	usage	in	India	is	sPll	limited	to	ad	hoc	pilot	projects,		
with	small	businesses	having	a	higher	percentage.	
Source...
Key	Takeaways	from	the	SME	Segment		
•  SME’s	have	a	huge	potenPal	
•  Micro	and	Small	companies	are	sPll	in	ad-hoc	phase	...
43	
Cloud	Landscape	And	Major	
Markets	Global
Cloud	as	a	Service	–	Global	View	
However,	European,	Asian	and	LaPn	American	cloud	‘as	
a	service’	markets	will	gain	stren...
Cloud	CompuPng	As	a	Service:	VerPcal	Revenue	
45	
	
•  Service	providers	with	verPcal-specific/segment-specific	experPse	and...
Cloud	Market	Revenues			
46	
	-				
	10,000		
	20,000		
	30,000		
	40,000		
	50,000		
	60,000		
2012	 2013	 2014	 2015	 20...
IaaS	Market	Revenues	APAC	
47	
	-				
	200		
	400		
	600		
	800		
	1,000		
	1,200		
	1,400		
	1,600		
2012	 2013	 2014	 20...
Global	Cloud	Managed	Services	Market	
•  The	global	Cloud	Managed	Services	market	is	expected	to	grow	from	$52.23	Billion	...
Key	Takeaways	from	Global	Market	
•  North	America	to	conPnue	leading	the	way	in	terms	of	geographic	revenue	and	
vendor	l...
50	
Key	Customer	Challenges	and	
Benefits
Customer Technical Challenges for Cloud Adoption 	
51	As	per	EY	report	–	Cloud	Adop3on	in	India	
•  Data	security	and	priv...
Customer Business Challenges for Cloud Adoption 	
52	As	per	EY	report	–	Cloud	Adop3on	in	India	
•  Vendor	lock-in	is	perce...
Perceived	operaPonal	and	business	benefits	
53	As	per	EY	report	–	Cloud	Adop3on	in	India
Vendor	assessment	criteria	
54	
•  Data	security	and	privacy	again	shines	through	as	the	top	differenPaPng	
factor	for	the	...
Preferred	Pricing	Models	
55	
•  A	true	pay-as-you-use	model	based	on	the	use	of	resources	such	
as	per	hour	usage	or	CPU	...
Key	Takeaways	from	Customer	Challenges	
•  Communicate	with	buyers	on	the	percep8on	of	cloud	benefits	and	challenges:	The	p...
57	
Cloud	Decision	Making
Key	Roles	and	PosiPons	in	Cloud	Services	Purchasing		
	
•  Influencers	—	Business	execuPves	and	managers,	senior	IT	leaders...
Decision	Makers	by	Roles,	Across	Regions	
•  CEOs	and	CIOs	s8ll	retain	the	largest	control	over	
cloud	budget	decisions	fo...
Key	Takeaways	from	Cloud	Decision	Making	
•  Need	to	have	Good	contact	with	CEO	and	CIOs	of	the	companies	we	are	
targePng...
ConsultaPve	Selling	
Both	enterprises	and	service	providers	are	likely	to	benefit	from	a	consultaPve	approach	and	in-
depth...
62	
AcPon	Plan,	How	to	Move	
Forwards
RecommendaPons	and	AcPon	Plan	
•  Target	the	Right	Segment	,	Size	of	the	Firm,	Sector	of	the	Firm	
•  Prepare	Detailed	use...
Thank	You		
64
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Cloud computing markets and key drivers study

  1. 1. Cloud Services Markets and Key Drivers Study Iqbal Khan, July 2015 1
  2. 2. CONTENTS: •  Cloud landscape in India •  India key developments and Trends •  India Cloud Readiness •  India Local Cloud Providers •  India Global Cloud Service Providers •  India Key Coud Drivers, Barriers •  India Managed Services Drivers and Barriers •  Key Customer segments and some success stories •  Media •  Telecom •  Travel/Hospitality •  Manufacturing •  Healthcare •  The SME Segment •  CompePtors/Their Customers and size/Their Offerings USP •  Cloud Global Market Landscape at high level •  SoluPon and Value selling rather than Price-based selling •  Key Customer Challenges and Benefits •  Cloud Decision Making Stakeholders and their roles •  IntelligenPa Learnings so far •  RecommendaPons and AcPon Plan – How to move forward 2
  3. 3. CONTENTS: •  Cloud landscape in India •  India key developments and Trends •  India Cloud Readiness •  India Local Cloud Providers •  India Global Cloud Service Providers •  India Key Coud Drivers, Barriers •  India Managed Services Drivers and Barriers •  Key Customer segments and some success stories •  Media •  Telecom •  Travel/Hospitality •  Manufacturing •  Healthcare •  The SME Segment •  CompePtors/Their Customers and size/Their Offerings USP •  Cloud Global Market Landscape at high level •  SoluPon and Value selling rather than Price-based selling •  Key Customer Challenges and Benefits •  Cloud Decision Making Stakeholders and their roles •  RecommendaPons and AcPon Plan – How to move forward 3
  4. 4. 4 Cloud Landscape In India
  5. 5. India Cloud CompuPng Spending •  BMI esPmates the overall Indian cloud compuPng market at a total value of INR42.7bn and is forecast to grow at a CAGR of 35.9% •  2015-2019 to reach INR194.3bn in the final year of the forecast. Source: BMI – India Informa3on Technology Report
  6. 6. Cloud AdopPon Will Drive the Growth India’s IT Market •  A report published by IT research and advisory firm Gartner esPmates that in India alone the market for cloud-based services will rise by a third to $557 million this year, and more than triple by 2018. •  Total cloud market in India to grow at 45% CAGR to $14.8 billion •  Cloud contribuPon to IT spend to rise to 17% of overall market by 2020. •  Public cloud market in India is $700 -800 million in 2015 and will rise to $7.0-7.4 billion in 2020 •  Private cloud market in India is $1.6-1.8 billion in 2015 and will rise to $7.4-7.6 billion in 2020. •  Government, BFSI, educaPon, healthcare and telecom to be key growth verPcals. 6 ~Zinnov hhp://goo.gl/ctmc88
  7. 7. Impact of Server VirtualizaPon •  Server virtualizaPon allows for mulPple operaPng systems to be run concurrently on a single computer and on one physical server, thereby helping substanPally cut operaPng costs. •  In August 2013 it was esPmated that server virtualizaPon could help Indian companies save as much as USD3.89bn by 2020. •  Of the projected savings, USD2.37bn would be derived from lower spend on servers themselves, USD666mn would be derived from lower costs for powering and cooling the servers and USD827mn would be derived from staff and administraPve costs associated with running the servers. A study by IDC en3tled Vision 2020
  8. 8. Cloud Services and potenPal targets •  ISV (independent so1ware vendor) is the driver for cloud adopPon •  ISVs play a very criPcal role and currently there is a lot of investment being done in developing cloud experPse. •  The Inherent advantages of flexibility and risk miPgaPon, cloud has become an essenPal part of our service offerings. •  ISVs need to develop experPse in cloud technology if we want to retain and grow our customer base. •  Companies that are interested in adop8ng cloud like Tata Communica8ons, Bajaj Allianz. •  The Indian companies should target the SMEs and government based projects as they are going to be key drivers of revenue in the future. ~Sudhir Murthy, Manager - Senior Architect Cloud Services, Wipro India 8 hhp://goo.gl/dLQPo4
  9. 9. India Key Trends and Development •  April 2015 it was reported that Microso1 and India-based Zoho would set up datacenters in India to cater to the huge demand for cloud-based services in the country. •  The step will help them offer quicker access to data from local servers and also meet future regulaPons to have local servers for e-governance iniPaPves on the cloud. •  Microso1 intends to establish three datacenters in the country by end-2015 to provide Azure and Office 365 services from local datacenters. •  Zoho, on the other hand, is planning to invest USD1mn in establishing the data centre and aims to grow its domesPc and government businesses through it. •  Meanwhile, in May 2015 IBM was reported to be considering opening its second data centre in India. The data centre will enable the company to address the demand from various sectors such as government and financial services. •  APAC vendors are also targePng India, for instance, in April 2015 NTT Communica8ons (NTT Com) announced its 'India Business Strategy', under which the company plans to conPnue its investment in and expansion of high-quality data centre/cloud services and internaPonal network services based on its service strategy 'Global Cloud Vision’. •  AddiPonally, NTT Com announced its intenPon to open a new USD100mn data centre in the Indian city of Mumbai with an investment of more than USD100mn. The construcPon of the centre will be undertaken by NTT Com's subsidiary Netmagic . The facility, which is scheduled to become operaPonal from Q315, will be NTT Com's ninth data centre in India.
  10. 10. India Cloud Readiness •  The significant challenges of the Indian cloud compuPng environment are captured in the results of the 2014 Cloud Readiness Index, in which India only scored ahead of Vietnam and was far behind the regional leaders such as Japan (see accompanying chart below). •  India scored rela8vely strongly in the freedom of informa8on and data sovereignty categories, a product of its poliPcal and legal system. Meanwhile, in terms of business sophisPcaPon, the large outsourcing industry, as well as financial services, present upside for cloud vendors. •  However, India's score is held back by concerns that BMI has highlighted for several years, namely the poor quality of broadband infrastructure and insufficient internaPonal bandwidth. •  India is a regional laggard in terms of broadband infrastructure investment and we do not expect India to close the gap to its peers, at least in the medium term. •  This network infrastructure deficit will push up cloud compu8ng costs for vendors and end- users and act as a drag on adopPon and market value growth. •  Nonetheless, the sheer size of the Indian market and poten8al for cloud adop8on where on- premises deployments have much lower penetraPon, has been sufficient to ahract vendor interest.
  11. 11. Cloud Readiness Index
  12. 12. Local Cloud Providers and ISPs BSNL •  In May 2013, telecoms operator BSNL and Dimension Data launched joint cloud services in India. The service is based on Dimension Data's Managed Cloud Plaqorm and BSNL's enterprise cloud services via its data centres. The service is based on standardised architecture and is able to support public, private and hybrid cloud models. The partnership already has 15 major clients and is targeted at large enterprises, SMEs and government, with BSNL staPng that the public-private partnership will be suitable for IaaS provision at state and central government level to strengthen e-government iniPaPves. •  In launching six new data centres at the same Pme, BSNL is making a clear step towards its services-centric strategy. The company has invested around INR2bn in its new data centres, showing a strong commitment to data services. •  The six data centres are located in Mumbai, Faridabad, Ahmedabad, Jaipur, Ludhiana and Ghaziabad. Reliance Jio Infocomm •  In June 2014, Reliance Jio Infocomm , a subsidiary of India-based Reliance Industries , announced plans to establish 14 data centres across India. •  The move is in line with the company's efforts to create a cloudcompuPng infrastructure, which will enable the operator to serve the healthcare, educa8on and entertainment sectors. •  These data centres will allow the company to offer services, including direct-tohome television, video-on-demand, mailing and messaging services and voice over internet telephony. •  In addiPon, the centres will aid the company in synergising the shopping and content businesses of Network18. CtrlS •  Despite increased compePPon from global leaders, investment from local vendors conPnued in H214, with India-based data centre provider CtrlS DataCenters announcing plans in November 2014 to inject INR6.26bn (USD101.23mn) in to the construc8on of two new data centres in Chennai and Bengaluru. Bhar8 Airtel, Sify, Trimax and NetMagic are invesPng in bandwidth and faciliPes to support new cloud service offerings.
  13. 13. Challenges faced by Local Players •  However, smaller Indian providers could ul8mately be squeezed out to the margins of the market as global giants target market share rather than profitability - at least in the short-to- medium term. •  One strategy for local cloud vendors is to target less ahracPve opportuniPes where compePPon is less intense. •  2nd opPon is for these players to get acquired by Global players
  14. 14. Global Cloud Service Providers AWS •  AWS plans to start its data center in India in year 2016 •  Global IaaS market leader Amazon Web Services (AWS) was also reported to be upping its focus on India in H214. •  In October 2014, CEO Jeff Bezos stated that Amazon may establish a data centre in India and that the firm was evaluaPng the viability of such a step through which it aims to capitalise on growing cloud-based opportuniPes in India. •  It was reported AWS is considering the move in response to the investment by other cloud provider rivals such as Google, IBM and Microso1. •  AWS' strategy became clearer in March 2015 when it signed a deal for Indian telecoms operator Bhar8 Airtel to provide AWS cloud compu8ng services to customers in India. •  Under the agreement, customers will receive a dedicated connecPon between their premises and AWS data centres. A direct connecPon to the AWS data centres will lower network costs, offer higher bandwidth throughput and provide a more consistent network experience, which will help businesses of all sizes rapidly expand their organisaPons. Microso1 •  Microsor in November 2014 reported plans to invest INR14bn (USD227mn) to establish three cloud datacentres in the Indian ciPes of Mumbai, Pune and Chennai - with the three centres expected to be operaPonal by YE15. •  Microsor intends to capture the Indian cloud market, especially in the banking and telecom industries through its domesPc data centre deployment project. •  The decision for offering cloud services from local datacentres came arer the company recorded a 100% rise in its cloud business in the country during 2013, according to CEO Satya Nadella. Microsor registered revenues of INR22.61bn (USD366.75mn) from Indian operaPons in FY2013/14. •  Microso1 has a broad cloud strategy in India, but is also targePng specific opportuniPes with tailored iniPaPves. In May 2015, Microsor introduced Edu-Cloud, a cloud-based soluPon that combines a digital learning plaqorm for teachers and students and sorware soluPons for K-12 schools in India. •  The company signed a deal with Sri Chaitanya Schools, a chain of educaPonal insPtuPons with networks in the Indian states of Andhra Pradesh and Telangana, for the offering. Edu-Cloud will provide enterprise resource planning, SIS solu8ons and a digital library service on cloud for the ins8tute, in addiPon to virtual learning plaqorm and teacher training. Microsor's growth target is to reach 1,500 insPtuPons and 6,000,000 students with Edu-Cloud in India by YE16.
  15. 15. Global Cloud Service Providers IBM •  IBM reported a more bullish outlook for cloud service growth in March 2014. IBM sees an upward trend for adopPon of cloud compuPng in India •  Established its first cloud data centre in Airoli, on the outskirts of Mumbai, in the state of Maharashtra, India. The new facility will be dedicated towards private cloud services catering to enterprises and small and medium businesses. Google •  In April 2015, Google signed a partnership deal with UK-based consulPng firm PricewaterhouseCoopers (PwC) for the Digital India iniPaPve and large enterprise deals in India. The Indian partnership is an extension of a global deal signed in October 2014. •  With the agreement, Google aims to push itself into large e-governance projects and improve sales for its cloud services in the Asian country. In addiPon to opportuniPes derived from government and public sector companies, Google and PwC are targePng industry verPcals including financial services, retail, pharmaceu8cals and healthcare. VMWare •  In March 2015 US vendor VMware announced the introducPon of the hyper-converged EVO:RAIL •  infrastructure appliance for India. The aim of the infrastructure appliance is to help IT firms streamline and dramaPcally simplify installaPon and scaling-out of sorware-defined IT infrastructure. •  VMware joined hands with Fujitsu , Hitachi Data Systems and NetApp for EVO:RAIL. BT •  UK-based telecoms operator BT announced the launch of its Cloud Computer service in India in February 2014. •  The informaPon management service offers businesses a 'pay as you go' cloud soluPon with high quality and security that promises cost savings of up to 40%. •  BT's Cloud Compute service is currently available in 17 countries across four conPnents. NTT Com •  APAC vendors are also targePng India, for instance, in April 2015 NTT CommunicaPons (NTT Com) announced its 'India Business Strategy', under which the company plans to conPnue its investment in and expansion of high-quality data centre/cloud services and internaPonal network services based on its service strategy 'Global Cloud Vision'. •  AddiPonally, NTT Com announced its intenPon to open a new USD100mn data centre in the Indian city of Mumbai with an investment of more than USD100mn. The construcPon of the centre will be undertaken by NTT Com's subsidiary Netmagic . •  The facility, which is scheduled to become operaPonal from Q315, will be NTT Com's ninth data centre in India.
  16. 16. Global Market Share and Growth Rate 16 •  AWS’ exact market share is put at 27% by Synergy, gaining ground arer what the research firm called a “relaPvely sor” Q2. •  While the graph shows Microsor having by far the highest percentage growth, it’s all relaPve: AWS revenue growth over the past four quarters is greater than Microsor’s total cloud infrastructure revenue. •  The second quarter analysis can be found here, with AWS’ percentage growth at 49% compared with Microso1’s 164% and IBM’s 86%. Back then the headline story was Google’s comparaPve lack of growth, at ‘just’ 47%. Source: Synergy Research Group
  17. 17. AZURE VS AWS Microso1 Azure Amazon Web Services (AWS) Available Regions Azure Regions AWS Global Infrastructure Compute Services Virtual Machines (VMs) ElasPc Compute Cloud (EC2) Cloud Services Amazon ElasPc Beanstalk Azure Visual Studio Online None Azure Websites and Apps None Container Support Docker Virtual Machine Extension (how to) EC2 Container Service (Preview) Scaling Op8ons Azure Autoscale (how to) Auto Scaling Analy8cs/Hadoop Op8ons HDInsight (Hadoop) ElasPc MapReduce (EMR) Government Services Azure Government AWS GovCloud App/Desktop Services Azure RemoteApp Amazon WorkSpaces Amazon AppStream Storage Op8ons Azure Storage (Blobs, Tables, Queues, Files) Amazon Simplge Storage (S3) Block Storage Azure Blob Storage (how to) Amazon ElasPc Block Storage (EBS) Hybrid Cloud Storage StorSimple None Backup Op8ons Azure Backup Amazon Glacier Storage Services Azure Import Export (how to) Amazon Import / Export Azure File Storage (how to) AWS Storage Gateway Azure Site Recovery None Content Delivery Network (CDN ) Azure CDN Amazon CloudFront Database Op8ons Azure SQL Database Amazon RelaPonal Database Service (RDS) Amazon Redshir NoSQL Database Op8ons Azure DocumentDB Amazon Dynamo DB Azure Managed Cache (Redis Cache) Amazon ElasPc Cache Data Orchestra8on Azure Data Factory AWS Data Pipeline Networking Op8ons Azure Virtual Network Amazon VPC Azure ExpressRoute AWS Direct Connect Azure Traffic Manager Amazon Route 53 Load Balancing Load Balancing for Azure (how to) ElasPc Load Balancing Administra8on & Security Azure AcPve Directory AWS Directory Service AWS IdenPty and Access Management (IAM) Microso1 Azure Amazon Web Services (AWS) Mul8-Factor Authen8ca8on Azure MulP-Factor AuthenPcaPon AWS MulP-Factor AuthenPcaPon Monitoring Azure OperaPonal Insights Amazon CloudTrail Azure ApplicaPon Insights Amazon CloudWatch Azure Event Hubs None Azure NoPficaPon Hubs Amazon Simple NoPficaPon Service (SNS) Azure Key Vault (Preview) AWS Key Management Service Compliance Azure Trust Center AWS CLoudHSM Management Services & Op8ons Azure Resource Manager Amazon CloudFormaPon API Management Azure API Management None Automa8on Azure AutomaPon AWS OpsWorks Azure Batch Amazon Simple Queue Service (SQS) Azure Service Bus Amazon Simple Workflow (SWF) None AWS CodeDeploy Azure Scheduler None Azure Search Amazon CloudSearch Analy8cs Azure Stream AnalyPcs Amazon Kinesis Email Services Azure BizTalk Services Amazon Simple Email Services (SES) Media Services Azure Media Services Amazon ElasPc Transcoder Amazon Mobile AnalyPcs Amazon Cognitor Other Services & Integra8ons Azure Machine Learning (Preview) None None AWS Lambda (Preview) None AWS Config (Preview) Neck to neck matching in terms of IaaS features, In addiPon MS has SaaS features
  18. 18. Key Drivers for cloud IaaS in the Indian market •  SMB segment: The size of the Indian SMB market exceeds that of any other country in the Asia-Pacific region. Cloud IaaS services give SMBs access to technologies they would otherwise not be able to afford. The low lead Pme of cloud IaaS to deployment and scalability also negates technology barriers to growth. For vendors offering IaaS, the Indian SMB market provides a unique opportunity to enter and grow this segment. •  Low profitability of third-party data center service providers: Third-party data centers currently operate at extremely thin margins, provide co-location and raw hardware capacity services. IaaS vendors have opportunity to provide more value added services •  ISP telecom operators: Telecom ISPs have invested substan8ally in bandwidth crea8on, and currently, the market has excess bandwidth capacity. Introducing cloud IaaS services to their current porqolio will help ISPs increase bandwidth usage and increase customers’ switching costs. •  Enterprise data center expenditure: With significant power and electricity overheads, enterprise data centers are a major drain on enterprise IT budgets in India. The cost structure of an average data center is illustrated below. As a result of under-utilization, the overhead cost of under-utilized infrastructure tends to be a significant cost driver. 18 As per EY report – Cloud Adop3on in India
  19. 19. Key Barriers for Cloud AdopPon Cloud AdapPon in India has been on the rise specially in the new age economy and Start-ups , Customers are waking up to quesPons around Scalability , Infra cost , TCO etc . Major hindrance and road blocks •  Data Security and Privacy, IntegraPon with exisPng On Premise Systems and Security •  Lack of verPcal/sector ExperPse •  Legal and regulatory compliance •  Data Centers ( AWS ) residing out of the country , which limits adopPon in BFSI, Resistance in Financial Sector •  Ecosystem Maturity The India IaaS eco system is sPll in nascent stages – This is an opportunity as well, we have blue oceans •  Customer awareness - Customers Not aware of its overall impact and the return on investment (ROI) that adopPng such technologies can yield. Also Not aware of the specific services that vendors in this space offer. •  ConnecPvity: Poor connecPvity may prove to be a significant barrier to adopPon. Low internet and PC penetraPon (less than1% in urban areas, 31 PCs per 1,000, according to NASSCOM’s report, PerspecPve 2020) are discouraging 19
  20. 20. Key Drivers for Managed Services Providers •  Need to control costs. Cost pressures are driving the adopPon of managed and datacenter services. The demand will grow at a higher rate as small and medium-sized firms also realize the benefit of uPlizing IT systems on an opex model. •  Focus on core business. Due to the increased compePPon and with IT infrastructure becoming more complex and demanding, many organizaPons are finding it difficult to manage their infrastructure themselves, and are thus outsourcing the task to various managed service providers (MSPs), helping them focus on their core business instead of worrying about IT. •  Growth of hos8ng providers. Due to a strong focus of new telecom service providers on the delivery of hosPng services, parPcularly for the hosPng of applicaPons such as enterprise resource planning (ERP), customer relaPonship management (CRM), and others, there would be opportuniPes for IT services vendors in the areas of providing white-labeled services to the telecom service providers. •  Risk mi8ga8ons. Managed services providers do not provide support only in the event of an emergency or recovery but also provide monitoring, which can be invaluable in preven8ng problems before they can have an impact on the business. ProacPve and remote monitoring leads to the early idenPficaPon of any issues and can fix them oren before we even know there is a problem. AutomaPc triggers that range from low toner cartridges to dwindling diskspace to a potenPal server failure are set up to idenPfy any problem before it affects our business. 20 IDC: India Managed Services 2013 Market Analysis and 2014–2018 Forecast
  21. 21. Key Inhibitors for Managed Services Providers •  Internal Resistance by the IT managers •  Loss of control. IT managers have clear concerns about handing over their systems and applicaPons to a third party, which may not necessarily have a deep understanding of their systems. A common belief among organizaPons is that once their systems are outsourced, they do not have control over them. •  Lack of ver8cal/sector exper8se. India organizaPons — specifically in sectors that deal with intensive data volume and have complex business processes (such as transportaPon, uPliPes, and others) — believe that service providers lack ver8cal exper8se and fail to understand the complicated business processes and applica8ons running these processes, which is essenPal. The partners' lack of understanding of such applicaPons limits the engagement scope. OrganizaPons have started adopPng an 80:20 model when it comes to outsourcing the management of applicaPons, which essenPally means 80% of the noncriPcal applicaPons are outsourced and 20% of the business-criPcal applicaPons are managed in-house. •  Data security. The lack of trust that an organiza8on will lose control over its data and system is hindering the growth of managed services. Fear about losing confidenPal data is a major concern among organizaPons contemplaPng to adopt managed services. •  Cloud services adop8on. Though the impact of this inhibitor is thus far limited in India, it is expected to become more pronounced in the next few years. As organiza8ons become comfortable with and more educated about cloud technology, adop8on will increase. In some cases, organizaPons are "leapfrogging" managed services directly to a cloud engagement. This is especially evident in the SMB segment, where there are many economical cloud tools such as Gmail and Dropbox being used. IDC expects that such tools will gain tracPon in the large enterprise segment as well. SaaS will, for example, take market share from hosted applicaPon management services 21 IDC: India Managed Services 2013 Market Analysis and 2014–2018 Forecast
  22. 22. Key Takeaways from Market Overview •  Huge opportunity in the India market, good potenPal in the SMB Segment •  Should uPlize the Key Drivers and Overcome the Barriers in Our Value ProposiPon i.e Educate the customers on –  Cloud, its benefits, Capex to Opex etc –  Use cases with ROI –  Data Privacy and Security –  Transparency of Infra usage –  Hybrid infrastructure models –  Legal compliances •  Develop verPcal experPse e.g in Media or Healthcare •  Target to support Cloud services providers in this order 1.  AWS 2.  MS Azure 3.  IBM Cloud 4.  Google Cloud 22
  23. 23. 23 Cloud Major Customer Segments
  24. 24. Cloud Managed Services Market Segments Cloud Managed Services market is segmented by: •  Type: •  Business Services •  Data Centre Services •  Network Services •  Mobility Services •  Security Services •  Ver8cals: Banking •  Financial Services and Insurance (BFSI) •  Telecom & IT •  Retail •  Government & Public Sector •  Healthcare •  Manufacturing •  Energy & uPliPes •  Others (EducaPon, Media & Entertainment, Travel & Hospitality, TransportaPon and LogisPcs) 24 hhp://goo.gl/rRRr8C (Gartner idenPfies adopPon of cloud compuPng in India ) •  Based on Size •  SME •  Enterprise •  Based on Regions: •  North America •  APAC •  Europe •  LaPn America •  MEA
  25. 25. 25 Industry VerPcals
  26. 26. 26 Media Industry
  27. 27. Features of Media Companies •  As media companies look at ways to reduce their IT expenditure and maximize their returns on investments rela8ng to IT, cloud compuPng adopPon is gaining tracPon as companies recognize the mulPtude of benefits that it can potenPally offer. •  In order to source, deliver, and manage growing volumes of informaPon and reduce their infrastructure and sorware license costs, media companies such as cable and broadcast firms, and producPon companies are conPnuously looking to adopt the on-demand cloud services model. As a result, 52%, 48%, and 48% of media companies are planning to invest in SaaS, IaaS, and PaaS respec8vely, through to the end of 2015 •  Hybrid cloud is increasingly preferred in media companies, as it facilitates the best of both public and private cloud, thereby giving companies much needed flexibility in hosPng their huge and varied content and workloads. 27
  28. 28. Cloud compuPng – vendor mindshare among media companies 28 •  Google has the highest vendor mindshare of 39%, closely followed by Microsor, as 32% of respondents are selecPng this company as one of the leading players in the cloud compuPng domain. •  Media companies can benefit from Google Cloud Dataflow, which analyzes live data, poten8ally giving users the ability to view trends and keep them alerted to events as they happen, thereby providing real-8me business analysis. •  Microsor offerings include Windows Server with Hyper-V, System Center, Windows Azure, and Office 365. •  Windows Azure Media Services, a cloud-based PaaS soluPon that enables media companies to build and deliver media soluPons to customers efficiently. •  Microsor has built variety of custom-build services that enables the speedier adop8on, encoding, format-conversion, storage, content protec8on, and streaming of both live and on-demand video. The company has acquired the cloud-compuPng company GreenBuhon, which allows media firms that require huge amounts of compuPng power to use exisPng integraPons with cloud and run performance- intensive workloads.
  29. 29. 29 Travel/ Hospitality
  30. 30. Case Study : redBus •  redBus is an Indian travel agency that specializes in bus travel throughout India by selling bus Pckets throughout the country. Tickets are purchased through the company’s Website or through the Web services of its agents and partners. •  The company also offers so1ware, on a So1ware as a Service (SaaS) basis, which gives bus operators the opPon of handling their own PckePng and managing their own inventories. •  The biggest problem was that the infrastructure could not effec8vely handle processing fluctua8ons, which had a negaPve impact on producPvity. AddiPonally, the procurement of servers or upgrading the server configuraPon was an extremely Pme-consuming endeavor. •  A1er tes8ng the AWS solu8on on a small applica8on for several months, the travel agency determined that it was very workable and convenient. Benefits •  With features like Elas8c Load Balancing and mul8ple availability zones, AWS provides the required infrastructure to build for redundancy and auto-failover. When you incorporate these in your system/applicaPon design, you can achieve high reliability and scale. •  By scaling up and down dynamically based on the load, we maintain performance as well as minimize cost. With the Pme savings that the IT and development staffs obtain from the AWS soluPon, AWS gives us an overall cost benefit of about 30-40% •  Ability to instantly replicate the whole setup on demand for tes8ng by crea8ng and destroying instances on demand for experimenta8on, thereby reducing the 8me to market •  Since joining forces with AWS, redBus has gained the freedom to experiment on new solu8ons and applica8ons at minimal cost, increased the efficiency of its operaPons, and improved its profitability. 30
  31. 31. 31 Healthcare VerPcal
  32. 32. Healthcare Sector Primary Cloud Usage •  Tradi8onally skep8cal about adopPng cloud compuPng because of strict privacy and security rules(HIPAA compliance) •  Cost pressures and advancement in privacy and security standards leading to cloud adop8on •  Cloud adopPon mainly in the storage segment •  Major usage of cloud for –  medical image archiving . –  email –  medical record systems –  personal health records –  HIEs(Health InformaPon Exchange) –  Portals –  Enterprise content management (ECM) –  Clinical collaboraPon –  Mobility of devices and remote pa8ent care •  Healthcare payers organizaPons, while less cauPous around cloud-based soluPons, are finding a need to –  manage the amount of content across large organizaPons. –  ECM systems are an imperaPve need for organizaPon such as UnitedHealthcare with the amount of content along with need to manage data across a consolidated healthcare payer organizaPon. 32
  33. 33. 33 Manufacturing Industry
  34. 34. PrioriPes for Manufacturing Business 34 •  Cost reduc8on and financial results — Reducing enterprise costs and improving margins rank prominently •  Opera8onal Results are on top of the mind of CxOs •  InnovaPon — The greater emphasis on creaPng new products and enterprise development is a significant feature of this market •  Process orientaPon - including the assembly line, total quality management, lean manufacturing and Six Sigma, these industries conPnue to value business process improvement
  35. 35. Why Cloud Makes Sense for Manufacturing Companies ? •  Higher emphasis on cost –  Because of relaPvely higher costs for energy, plant, and equipment and maintenance. This spending "crowds out" discrePonary IT spending –  Furthermore, and perhaps because of this unique cost structure, a relaPvely high percentage of CIOs in MNR report to CFOs. This results in cost management pracPces having a stronger influence and/or greater hurdles to jus8fying ROI. •  Realizing value from Tradi8onal IT takes longer than businesses can afford – The lengthy nature of system design, development, deployment and value captured from tradiPonal in house IT is oren seen as detrimental to the larger business objecPves – Cloud can help here •  Revising process-oriented IT systems is difficult – TradiPonal IT systems do not match conPnuous improvement and process opPmizaPon, so IT is oren viewed as an inhibitor to process change. •  Large number of Legacy Solu8ons - Manufacturing firms have long legacies of local IT systems developed. This legacy can prevent companies from making large investments to standardize and/or transform their business. As a result, companies o1en pursue many small changes, rather than ambi8ous and large-scale IT programs. 35
  36. 36. IT SoluPons Map for Manufacturing Industry 36 Typical Manufacturing applica8ons •  Product Life Cycle Management PLM ApplicaPon SaaS •  ERP for Manufacturing OperaPon SaaS •  BPaaS e.g Warranty Claims
  37. 37. Takeaways from Industry VerPcals •  There are unique needs of every industry –  Storage, media conversions, streaming , hybrid cloud for Media industry –  EHR, Storage, Mobility soluPons for Healthcare –  DR and backup for Manufacturing •  When we approach any company from these targeted industries, we need to –  Check the companies background –  Check the potenPal need of the company –  Use a Cloud Case Study and prepare a case based on Customer’s Latent need –  Show the benefits of Cloud as per the customers need –  Create the need, rather than asking for the need •  Develop verPcal experPse in segments like Media and Healthcare. AWS has a separate healthcare competency 37
  38. 38. 38 The SME Segment
  39. 39. India’s SME Segment •  Huge SME sector -Studies suggest that there are at least 7.5mn SMEs in India. •  Sector’s contribuPon to the country’s GDP is expected to increase to 22% in 2020 from 17% in 2011. •  Small & Medium Enterprises (SMEs) account for 45% of India’s total manufacturing output and employ around 40% of its workforce •  Indian SMEs are expected to increase cloud adopPon at CAGR of 20% between 2012 and 2016 •  SME cloud opportunity was worth INR16.9bn, of which INR9.2bn was accounted for by SaaS and INR7.7bn by IaaS. •  Some smaller Indian companies such as Indiagames , Rediff.com , Hungama Digital Media and 8KMiles have started to uPlise cloud compuPng technology to boost service delivery. •  The earliest demand came from suppliers in industries such as auto parts and ancillaries, where smaller firms were obliged to implement e-commerce systems to synchronize with their larger customers. •  The demand for cloud services by SMEs is parPcularly high in the areas of –  Disaster Recovery –  Remote database management and Storage –  e-mail hosPng. Source : EY
  40. 40. India’s SME Segment Key CharacterisPcs •  Price is an important consideraPon in the sector •  Slow Tech AdopPon because of –  Lack of understanding of business benefits technology. It is esPmated that around 60% of Indian SMEs sPll use paper-based systems, but an increasing number are now trying to convert to digital –  Lack of guidance on the inherent abiliPes of technologies and how these can be integrated and insPtuPonalized in their businesses –  Resistance to incurring upfront investment-related costs to implement technology –  Lack of skilled manpower to manage technology setups •  Firms in sectors such as transport now have a greater awareness about the poten8al benefits of technology uPlizaPon. •  So1ware applica8on vendors who provide packaged business suites, such as Customer Rela8onship Management (CRM), payroll, HR, enterprise resource planning (ERP) and collabora8ve applica8ons are expected to outpace tradi8onal so1ware licensing vendors by nearly 800% in India
  41. 41. Cloud usage in India is sPll limited to ad hoc pilot projects, with small businesses having a higher percentage. Source IDC 41 Findings §  While all respondents said that they use cloud services, prominent usage (43% respondents) of cloud is at the ad hoc level and focused primarily on pilot projects. §  Small businesses have a higher percentage of ad hoc projects (51%) when compared with medium-sized and large enterprises (41–43%); “op8mized" usage of cloud is higher in large and medium-sized enterprises (15%) when compared with small businesses (6%). Insights/Recommenda8ons §  Users should understand the technology, its benefits, and service providers; and transiPon pilots to producPon for services that maximize efficiency. §  They should evaluate vendor and technology opPons for cloud and begin pilots for specific use cases. 0 5 10 15 20 25 30 35 40 45 50 Optimized — Have broadly implemented a cloud-first strategy that is proactively managed Managed — Currently widespread use of cloud supported by proactive business and IT leadership Repeatable — Currently using cloud computing which is consistent effort made to reuse best practices and resources Opportunistic — Currently using cloud computing which are driven by the business needs of individual workgroups and departments Ad hoc — Focuses primarily on pilot projects (%)
  42. 42. Key Takeaways from the SME Segment •  SME’s have a huge potenPal •  Micro and Small companies are sPll in ad-hoc phase •  Should target Medium size companies 500-1000 employees, 10Cr+ revenue •  Need to educate these companies with the Use Cases and potenPal benefits of the Cloud 42
  43. 43. 43 Cloud Landscape And Major Markets Global
  44. 44. Cloud as a Service – Global View However, European, Asian and LaPn American cloud ‘as a service’ markets will gain strength due to the following factors: § Regional cloud service providers offer localized services in terms of market focus, support and funcPonality. §Local providers also benefit from privacy laws applicable to data jurisdicPon. North America to conPnue leading the way in terms of geographic revenue and vendor locaPon (headquarters). Source: the 451 Research
  45. 45. Cloud CompuPng As a Service: VerPcal Revenue 45 •  Service providers with verPcal-specific/segment-specific experPse and a customer-centric approach to service delivery will win the hearts and minds of customers. •  Expect increases within the retail, e-commerce and healthcare industries. 451 Research Market Monitor
  46. 46. Cloud Market Revenues 46 - 10,000 20,000 30,000 40,000 50,000 60,000 2012 2013 2014 2015 2016 2017 2018 Sorware as a Service (SaaS) Plaqorm as a Service (PaaS) Infrastructure as a Service (IaaS) 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 2012 2013 2014 2015 2016 2017 2018 Sorware as a Service (SaaS) Plaqorm as a Service (PaaS) Infrastructure as a Service (IaaS) USA APAC IDC: Cloud Market Overview
  47. 47. IaaS Market Revenues APAC 47 - 200 400 600 800 1,000 1,200 1,400 1,600 2012 2013 2014 2015 2016 2017 2018 Australia China Hong Kong India Indonesia Japan Korea Malaysia New Zealand Philippines Singapore Taiwan Thailand Vietnam $m IDC: Cloud Market Overview
  48. 48. Global Cloud Managed Services Market •  The global Cloud Managed Services market is expected to grow from $52.23 Billion in 2015 to $118.43 Billion by 2020, at a CAGR of 15.5% from 2015 to 2020. •  Major players in the Cloud Managed Services market: - Accenture PLC - Alcatel-Lucent - Atos SE - Cisco Systems, Inc. - Computer Sciences CorporaPon - Ericsson - Fujitsu - Hewleh-Packard Company - IBM CorporaPon - NTT Data CorporaPon 48 hhp://goo.gl/rRRr8C
  49. 49. Key Takeaways from Global Market •  North America to conPnue leading the way in terms of geographic revenue and vendor locaPon •  Emerging markets are expected to significantly increase their cloud spending over the next three years as compared with more mature markets. In 2015, India, Brazil and Mexico will be driving this demand •  USA and Australia are quite a good bet for internaPonal expansion 49
  50. 50. 50 Key Customer Challenges and Benefits
  51. 51. Customer Technical Challenges for Cloud Adoption 51 As per EY report – Cloud Adop3on in India •  Data security and privacy is a major concern for enterprises considering implemenPng cloud IaaS services. Cloud IaaS is a distributed compuPng model with inherent ambiguity around where the data resides. This distributed model leads to a percepPon of higher risk and security challenges. •  A cloud service provider can miPgate these risks by establishing an effecPve security and controls framework in the following areas: •  IdenPty and risk management •  Compliance and audit •  ApplicaPon level security •  Data backup and recovery •  Legal Compliance
  52. 52. Customer Business Challenges for Cloud Adoption 52 As per EY report – Cloud Adop3on in India •  Vendor lock-in is perceived as a significant challenge to the adopPon of cloud compuPng. •  Vendors can currently mi8gate this concern by making their services more transparent so that customers can understand how their resources are being managed. •  Enterprises are also unsure of the cost savings that cloud compu8ng can help them achieve. •  Vendors need to develop comprehensive financial models detailing the comparison of in-house infrastructure with cloud IaaS to help firms es8mate the ROI. •  Usage-based pricing models with monthly or hourly billings can be used to compare costs with the current datacenter costs and esPmate the ROI.
  53. 53. Perceived operaPonal and business benefits 53 As per EY report – Cloud Adop3on in India
  54. 54. Vendor assessment criteria 54 •  Data security and privacy again shines through as the top differenPaPng factor for the enterprise. •  SLA Compliance, Cost CompePveness and Portability-Interoperability to avoid vendor lock-in are the key assessment crietrias •  With cloud IaaS services being a new business and operaPonal model, a high degree of customer interac8on during the sales cycle and a strong support framework will assist customers in adop8ng the technology seamlessly As per EY report – Cloud Adop3on in India
  55. 55. Preferred Pricing Models 55 •  A true pay-as-you-use model based on the use of resources such as per hour usage or CPU cycles consumed will be aqrac8ve to the SMB segment. •  More flexible models integraPng the features of usage- and contract-based pricing can be developed, where server instances can be charged on a daily or monthly basis instead of hourly. •  Reserved instances with discounts on hourly rates can be more cost-effec8ve for larger enterprises with visibility on demand. Reserved instances are likely to help large enterprises beher esPmate and plan their cloud IaaS needs. As per EY report – Cloud Adop3on in India
  56. 56. Key Takeaways from Customer Challenges •  Communicate with buyers on the percep8on of cloud benefits and challenges: The percepPon of these benefits and challenges need to be factored into communicaPon strategies, service offerings and SLA structures. –  Data security and privacy is the top most concern for cloud adopPon, followed by latency and resource upPme –  Vendor lock-in and not sure about the ROI are main business challenges –  Scalability, high upPme and reduced risk of technology obsolence are the main technical perceived benefits –  Focus on core acPviPes, pay for usage and no capital expenditure are the main business perceived benefits •  Data Security, SLA compliance and Cost compe88veness are the main parameters for vendor selecPon – Address all of these concerns in the communicaPon •  Develop pricing models and ROI expecta8ons: Enterprises are expected to benefit from detailed financial models benchmarking in-house data center costs with the investment and running costs associated with the cloud IaaS model, using different pricing models to help esPmate the ROI. •  Set up test labs: Should set up test areas, which customers can access on an experimental basis. This will allow enterprises to experience the technology before fullscale adopPon. 56 As per EY report – Cloud Adop3on in India
  57. 57. 57 Cloud Decision Making
  58. 58. Key Roles and PosiPons in Cloud Services Purchasing •  Influencers — Business execuPves and managers, senior IT leaders (excluding the CIO) and non-CIO IT funcPonal roles have the biggest influence over cloud-related budgets. •  Decision makers — However, the primary cloud budget decision maker tends to be the C-level execuPves, including CEOs, CIOs and to a lesser extent, other C-level execuPves and senior IT leaders. •  Budget controllers — Control of cloud-related budgets is typically held by the CFO, but in some cases delegated to the funcPonal roles.
  59. 59. Decision Makers by Roles, Across Regions •  CEOs and CIOs s8ll retain the largest control over cloud budget decisions for now. Across geographies •  CEOs in Asia/Pacific and CIOs in North America have the biggest role in deciding cloud spending. •  CFOs did not have the biggest say in cloud decision making, they had the most control in budget control. •  As influencers of cloud spending, senior IT leaders who report into the CIOs have the most impact.
  60. 60. Key Takeaways from Cloud Decision Making •  Need to have Good contact with CEO and CIOs of the companies we are targePng. •  Maintain mind share in the IT department, and also increase your sphere of influence and access to the C-level. Help organizaPons connect internally (IT and business units) with your soluPons and see all sides of the benefits to cloud soluPons. 60
  61. 61. ConsultaPve Selling Both enterprises and service providers are likely to benefit from a consultaPve approach and in- depth discussions with cloud IaaS service providers in the following areas: •  The differen8a8ng benefits of cloud IaaS services •  Use Cases, Pricing structures, financial models and return on investment (ROI) that a cloud adopter can expect from moving to the cloud •  Guidelines and benchmarks to help enterprises select applica8ons that are most suitable for adopPng either the private or the public cloud models •  Addressing security and data privacy issues saPsfactorily • Extending customer support to adopters of the technology 61 As per EY report – Cloud Adop3on in India
  62. 62. 62 AcPon Plan, How to Move Forwards
  63. 63. RecommendaPons and AcPon Plan •  Target the Right Segment , Size of the Firm, Sector of the Firm •  Prepare Detailed use cases relevant for the Target Customers •  Prepare Test Labs of the common use cases •  Interface with Right Stakeholders 63
  64. 64. Thank You 64

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