A brief introduction to the cloud and areas that SMEs can capitalize upon to reach other businesses - economically and with near-infinite scalability.

1. The Cloud.
Yes, there is a silver lining.

2. By 2025 the digital economy will be
the same size as the physical
economy was in 1995
– Seagate

3. Perspective..
The cloud will help companies reduce their operational cost
by around 50 per cent
75 per cent of the total market would be driven by
private clouds
Global players: Amazon, Google, IBM, HP, Cisco and Oracle,
Indian players: TCS and Netcore
Cloud computing market in India is estimated at around $400
million and is expected reach $4.5 billion by 2015 - Zinnov
Management Consulting
IT expenditure on cloud technology is expected to grow from
1.4 per cent in 2010 to 8.2 per cent by 2015

4. What’s the cloud?
• Cloud computing is a technology model that
allows on-demand network access to a shared
pool of computing resources like
servers, network, storage and applications.
• This means an organisation need not invest in
buying, maintaining, and hosting its own IT
infrastructure.
• Companies can avail of third-party services for all
IT requirements and pay according to their use of
the infrastructure

5. A flight to London
Twenty years ago, if you went into an airport you
would walk up to a counter and present paper
tickets to a human being. That person would
register you on a computer, notify the flight you’d
arrived, and check your luggage in. All this was
done by humans.
Today, you walk into an airport and look for a
machine. You put in a frequent-flier card or credit
card, and it takes just three or four seconds to
get back a boarding pass, receipt, and luggage
tag. What is interesting is what happens in those
three or four seconds.

6. A flight to London.. Contd..
The moment the card goes in, you are starting a huge
conversation conducted entirely among machines. Once your
name is recognized, computers are checking your flight status
with the airlines, your past travel history, your name with the
airline (and possibly also with Security Agencies). They are
checking your seat choice, your frequent-flier status, and your
access to lounges.
This unseen, underground conversation is happening among
multiple servers talking to other servers, talking to satellites
that are talking to computers (possibly in London, where
you’re going), and checking with passport control, with
foreign immigration, with ongoing connecting flights. And to
make sure the aircraft’s weight distribution is fine, the
machines are also starting to adjust the passenger count and
seating according to whether the fuselage is loaded more
heavily at the front or back.

7. That’s the power of
the cloud.

8. Case in example..
Hangama was launching new products and
services, for which it had to make investment
in hardware and software.
Hangama evaluated cost-benefit of the cloud
versus owning and operating infrastructure.
Hungama based its operations on around 150180 servers from Amazon (scalable).
The company saved 40-50 per cent of the costs it would
have incurred had it purchased servers.

9. WHO?

10. Who needs it most..?
Small Businesses
•
Why?
– Enterprise performance for fraction of cost
– No CAPEX in infrastructure, maintenance and
replacement
– Agile Data Infrastructure
– Unprecedented Scalability
– Industry-Leading Storage Efficiencies
– Nondisruptive Operations and Data Mobility
– Intelligent, Proactive Management
– Secure Multi-Tenancy (shared infra)

11. Cloud adoption by company size

12. Industries adopting cloud

13. NICHE
CREATE
DIFFERENTIATION
GROWTH
SME
MINDSET
The SME business owner or decision maker is a person
who is completely concerned with the businesses
growth and its profit. Usually a family run operation, it
is common to find young as well as older members
running operations and making business decisions. In
an ever younger India, SMEs are emerging as a major
area of growth.
Many SMEs are stand-alone units and are very
traditional in their approach to business.
DRIVE &
MOTIVATE
However, they find growth a serious issue and look for
means to move ahead.
TECHNOLOGY
LEAPS

14. Their thinking..
Technology has helped a little in
bridging gaps between large
players and small.
Handling logistics are operational
areas that take up time and
effort.
Need to justify
every rupee spent
on technology.
Need to maintain
tight control over
all aspects of the
business.
Investing in technology is a
must if one wants to
succeed.
“I aim to be the
best.”
“I’m not chasing small or
medium dreams”

15. WHAT?

16. What do businesses need?
Integrated, out-of-the-box solutions for:
•
•
•
•
Domain purchase
Web-service portal hosting
Web based business applications
Multi-device applications for
– Business Automation
– Customer Interface
• Data hosting
• Offsite-processing
• Customized solutions – managed services

19. WHO ELSE?

20. Top cloud service providers - India
Market Generic Services
•
•
•
•
•
•
•
•
•
Source: Cloud Computing in India survey
Hosted Applications
Email
CRM
Server Capacity
Application Development
Content Management Systems
Database hosting
Office Productivity Software
ERP

23. HOW TO COMPETE?

24. Essential product portfolio
Hosted Applications
Email
CRM
Server Capacity
Application Development
Content Management Systems
Database hosting
Office Productivity Software
ERP

25. SWOT
Strengths
Weaknesses
Opportunities
Threats
Healthy customer
additions
Requires constant
focus on research
and development
Growing demand
for cloud services
Intense competition
Significant market
High dependence
on latest technology
Need for
anywhere, anytime
access
Economic slowdown
Rapidly growing
SMBs
Privacy concerns

26. COMMUNICATION GTM

27. Weekday Lifecycle
•Morning walk
•Breakfast
•Daily routines
•In car on the way to office
•At office
• Lunch break
• Catch on some gossip and information
with peers
•At office
•Commute for meetings
1:00 pm
8:00 am
5:00 pm
•
•
•
•
• Time to rest
10:00 pm
•
•
•
•
•
8:00 pm
Tea break
Begin to wrap up the day
Get ready to pick up partner
Make a call to confirm if anything is
needed at home
•Dinner at a restaurant/ home
Time to get back home
Watch news on TV
Wife and children exchange the whole day info
Discussion with partner on important matters
R&R at Home

28. Weekend Lifecycle
•Morning walk
•Gym
•Breakfast
•R&R Home
•Transit to mall
•Shopping
•Lunch at a restaurant
•Bank/ATM
•Movie
1:00 pm
8:00 am
5:00 pm
•Transit Home
•TV/ Play with children
•R&R
• Time to rest
10:00 pm
8:00 pm
•Dinner
•Watch news on TV

29. Tour Day Lifecycle
•Freshen up
•Breakfast
•Commute to the airport
•Time spent at airport
8:00 am
•Flight
•Commute to Hotel
•Commute to Meetings
•Meetings
1:00 pm
5:00 pm
•Commute to Meetings
•Meetings
•Drink with colleagues
• Time to rest
10:00 pm
8:00 pm
•Commute to hotel
•Dinner with colleagues/ business partners
•Retire to hotel room

30. Touch point Analysis

31. Out of Home/ Outdoor
Air
Transit
Road
Transit
SME
Accessibility
At Home
At Work
On Tour

32. Touch-points at home
Newspapers: Business &
Generic (dependent on
region)
Magazines
Residential Activation
•Business
•Weekly
Home Computer
Television
•Personal e-mail
•SEO & SE Advertising
•Entertainment sites
•Business
•Entertainment

33. Touch-points at work
Newspaper
s
Cluster
Signages
Magazines
Cluster
Activation
Trade
journals
Computer
DM/ Letter
Email, Site
branding, Desktop
widgets, SEO & SE
Advertising

34. Out of home/ outdoor touch-points
Radio
Car Park Key
Tagging/ Special
Valet service
Hoardings/ Mobile
Hoardings/ LED
Hoardings
Blimps/ Shaped
Balloons
Hotspot Activation
(Clubs &
Restaurants)
Digital Signages
Bus Branding

35. Touch-points during travel/tour
Newspapers
Magazines
•Business
•Entertainment
Digital Signages
Laptop
Hotel branding and Inroom offers/ branding
•Email
•Site branding
•Widgets
Mobile
•SMS/ Email

36. Transit
Air
• Ticket/ Boarding Pass/ In-air shopping
• Headrest branding
• Airport Kiosk activation
Road/ Rail
• In-vehicle branding
Other (surface/
water)
• Travel Accessories

37. GTM Touch-points
TV
• Theme
Commercial
Electronic
•E-Mail
•SMS Blast
•Website
Banners
•Search
Advertising
•Mobile App
Banner
Print
•Business
Magazines
•Weekly
Magazines
•In-Flight
Magazines
•Weekend
SME
Supplement
•Bill Branding
through tie-up
OOH
•Cluster
Signages
•Roadside
Standee
•Cluster
Posters
•Hotel/
Restaurant
Tent cards
Transit
Tie-ups
•Airport Kiosk
•Boarding Pass
Branding
•Airport
Standees
•Bill Insert
•Hotel In-room
•SME
associations
Lead Generation through inward calls and via database
Activation
•Cluster/
Association
•Personal
Appointment

38. MOVING AHEAD..

39. Next Steps
• Develop hosted services and storage facilities
• Create strong go-to-market product strategy
• Develop and initiate marketing communication
to launch and drive demand
Best in Class
• High end storage
systems
• Multi Platform OS
• Local, regional &
global backup
• Comprehensive ondemand business
applications
• On-demand
processing

40. Discussions