1&1's Head of PM Cloud, Javier Salcedo, presentation from Cloud Expo Europe 2015. In this presentation he takes a detailed look at the topic of whether Cloud has now delivered all of its promises to SMBs.

1. Has cloud delivered its promises to SMBs?
When will I have the cloud of my dreams?
Cloud Expo Europe
March 12th, 2015
Javier Salcedo
Head of PM Cloud

2. Agenda
3/17/2015 1&1 Internet AG2
Go back 8 years: what
were cloud promises?
1
What’s the cloud
market offering
today?
2
Are we fulfilling cloud
promises?
A critical review
3
What can I expect in
the future?
Will I have the cloud
of my dreams?
4
20152007 2016+

3. Cloud promised to be the magic recipe for IT departments
3/17/2015 1&1 Internet AG3
Go back 8 years: what were cloud promises?1
Lower TCO Powerful Super easy More reliable
Flexibility /
pay per use
Trusted partnerTransparent /
Peace of mind
No vendor
lock-in

4. 3/17/2015 1&1 Internet AG4
Two main groups of cloud providers
Offering
description
Leading
providers
Target
groups
SIMPLE CLOUDS MEGA CLOUDS
SMBs, hobbyists developers, small ISvs
• Traditional hosters & startups
• Entry solutions for simple use cases
• Cheap price points (from <=5$)
• Limited feature set, limited benefits
• Best-effort support is limited to best effort
Corporations, bigger VARs/System
Integrators, bigger ISVs / developers
• Super-powerful
• The more features the better
• Increasingly complex to learn
• Need IT experts, long onboarding
• Enterprise support
• Higher costs
What’s the cloud market offering today?2

5. 3/17/2015 1&1 Internet AG5
A critical review at cloud promises (I)
SIMPLE
CLOUDS
MEGA
CLOUDS
What’s the cloud market offering today?2
Super
easy
• Quite easy to use in general (at
the price of simplicity)
• Huge and complex portfolios
• Long learning curve
• Lots of choices to be made
(VM configurations, pricing models…)
• Won’t survive without documentation
More
reliable
• Best-effort reliability
(Local storage, no SAN, no automatic
failover, limited hardware redundancy)
• Reliability (e.g. SAN storage)
typically paid extra
Lower
TCO
Powerful
• Great price points (5$ or less)
• Pay more than I need (bundled
VMs)
• Hidden TCO (lack of adv. feats.)
• Pay more than I need (bundled VMs)
• Not as cheap as expected
• Basic offerings, “just a server”
• Lack of advanced features
(Windows OS, server mgmt., shared
storage, networking, monitoring,
security…)
• Very powerful

6. 3/17/2015 1&1 Internet AG6
A critical review at cloud promises (II)
SIMPLE
CLOUDS
MEGA
CLOUDS
What’s the cloud market offering today?2
Transparent
/ peace of
mind
• Pay extra features
(e.g. data transfer, loadbalancing, SAN)
• Difficult to predict your costs
• Pay extra features
• Difficult to predict your costs
• Real challenge to check your invoice
(bundled VM sizes, time commitments/usage…)
Flexibility /
pay per
use
• No flexibility to define my server
(bundled VMs)
• Buy more than I need
• No flexibility (bundled VMs)
• Buy more than I need
• Limitations to change between server
bundles (manual, time consuming)
• Best price only w/ long term contract
No vendor
lock-in
Trusted
partner
• Far from promises • Far from promises
• Focus on low-cost, limited support
• Sometimes no phone support
• Trust on small companies/niche
players?
• Good support
• Trusted partners/advisor

7. What can I expect in the future? Will I have the cloud of my dreams?
But… I’m a dreamer!
3/17/2015 1&1 Internet AG7
Cloud is undoubtedly bringing an unprecedented business agility and innovation rate
at the IT industry. Market is developing much faster than expected from all analysts.
Promises are
only partially met
Will I ever had the
cloud of my dreams?
It doesn’t seem to
be that easy…
What can I expect in the future? Will I have the cloud of my dreams?4

8. 1&1, some fresh air in the crowded cloud market
3/17/2015 1&1 Internet AG8
The leading European hosting provider and 2nd hosting company worldwideWho’s 1&1?
The cloud of
your dreams
Goal
Create the cloud of your dreams for SMBs, VARs and developers
How?
 Designed from scratch: no legacy, no ties
 6 years of cloud experience
 Key design philosophies: easy, customer-designed,
powerful, transparent, clean, no tricks, all included
 New cloud organizational unit
Where are we?
 New product January 2015
 Great step towards the cloud
of your dreams
 … still work to do
What can I expect in the future? Will I have the cloud of my dreams?4

9. 1&1 cloud – Our steps towards being the cloud of your dreams
3/17/2015 1&1 Internet AG9
Super easy
More
reliable
Lower TCO
Powerful
Transparent /
peace of mind
Flexibility /
pay per use
No vendor
lock-in
Trusted
partner
What can I expect in the future? Will I have the cloud of my dreams?4
 Low price but fully-featured
 Save money by adapting your server
to your real needs at any time
 SSD with 5 ms latency by default
 Advanced features
(firewall, backup, loadbalancer, private
networks, shared storage, RBAC)
 2 million server configurations
available in less than 55”
 Zero commitments
 Best price from day 0, no matter your
volume/commitment
 True pay per use: change the server size at
any moment and pay per minute
 Intuitive, modern cloud panel
 No help, no learning curve needed
 All the complex choices removed
 Just experience it
 Pay only for what you can control & avoid
surprises with extra-charges
 All-included pricing
 Easy pricing: monthly prices & time usage
 Check your invoice in 1 minute
 Transparency is a must, just relax
 SAN persistent storage by default
 Automatic recovery after failure
 Leading state-of-the-art technologies
(VMWare, SolidFire SSD, etc.)
 Embedded monitoring portal
 [R] 1&1-pioneering georedundancy
 We want fans, not prisoners
 [R] Freedom to import/export your VMs
 Support team is specialized in servers & cloud
 24x7 support
 Integrated solutions for everything you need,
including domains, DNS, SSL certificates
 EU hosting leader
[R] = Roadmap

10.  Visit us on stand 054
 Product demos available periodically
 javier.salcedogadea@1and1.es
 Try 1&1 Cloud Server free with just an email:
www.1and1.co.uk/cloudexpo
Want to learn more?