1. Clearing the Fog from
Cloud Computing
Analysts tout it, vendors promote it, the media
report on it. But discussions about cloud computing
are often obscured by IT jargon. Clarity reveals the
cloud’s silver lining.
Clearing the Fog from Cloud Computing 1

2. There is no question that cloud computing has made a name for itself. Companies worldwide
are turning to public and private clouds for their IT needs. In fact, 80 percent of Fortune 1000
companies are expected to be using cloud-computing services as early as 2013, and 20 percent
of them will do so without ever owning a single piece of hardware. By 2014, the value of public
cloud services is expected to grow to $55.5 billion from $16.5 billion in 2009. That’s an annual
growth rate of 27 percent—about five times the growth rate of IT services.1 The same type of
technology resides within most companies. Often called a private cloud, it too is growing fast,
influenced by the growth of public clouds and the new capabilities cloud provides.
What is cloud computing? The most often cited definition comes from the U.S. National Institute
of Standards and Technology: The cloud enables convenient, on-demand network access to
a shared pool of computing resources—networks, servers, storage, applications, and services,
among others.2 Several key features are crucial to the cloud offering and to today’s dynamic
business environment (see figure 1).
Figure 1
Cloud computing is defined by five features
On-demand Establish, manage, and terminate services on your own,
self-service without involving the service provider
Broad network Use a standard Web browser to access the user interface, without any
access unusual software add-ons or specific operating system requirements
Resource Share resources and costs across a large pool of users, allowing
pooling for centralization and increased peak load capacity
Rapid Leverage capacity as needed, when needed, and give it back
elasticity when it is no longer required
Measured Consume resources as a service and pay only for resources used
service
Sources: Forrester; A.T. Kearney analysis
Cloud computing represents a significant and needed step toward the “utility-ization” of IT
services across all layers of the architecture stack, meaning IT functions are becoming more
standardized and services-based. Just as no programmer would expect to develop code for
windowing, scroll bars, and button clicks, many service components in the cloud, such as
credit-card verification and billing, are like Lego blocks: pre-built and ready to be snapped
into applications.
“Document Management in the Cloud and the Future of Cloud Computing,” Cloud Issues, May 2012
1
2
The NIST Definition of Cloud Computing: Recommendations of the National Institute of Standards and Technology,
Special Publication 800-145, U.S. Department of Commerce
Clearing the Fog from Cloud Computing 2

3. Access to the cloud is fast and inexpensive. Cloud computing does not require large capital
investments in infrastructure, technology, applications, or platforms. The cloud’s architecture
offers flexibility, which is essential for accommodating sudden shifts in demand, and is accessible
from a broad range of devices. Companies in the cloud can respond faster and more effectively
to business needs and customers, which by extension often means improved productivity, more
innovation, and faster go-to-market strategies (see sidebar: The Cloud’s Silver Lining).
A good cloud-computing strategy
does not ignore the business strategy—
it embraces it.
So far, the cloud is primarily deployed in areas with minimal concerns, such as email, backup,
storage, and testing. In the next few years, as standards are established around data security
and storage, we expect to see the cloud in many other areas—and, not surprisingly, creating
more profitable businesses.
Cloud Computing Business Models
The financial and capability benefits realized by companies leveraging cloud computing
can be profound. There are few upfront capital requirements (at least for external cloud
computing), and the costs are more variable, making cloud computing very attractive from
The Cloud’s Silver Lining
Companies large and small can needed, companies can couple Royal Mail. This government-
use cloud-based architectures computing-resource supply with owned group delivers daily postal
to save money in operations and actual demand. services to every household in the
IT staffing, but doing so requires United Kingdom through its
assessing and prioritizing Miami. This South Florida city network of 10,000 post offices,
applications and infrastructure built an online system for tracking handling more than 400 million
services that are best suited non-emergency incidents that parcels a year.3 To improve costs
for the cloud. Three businesses includes advanced mapping and efficiency, Royal Mail began
illustrate how the cloud can capabilities and the ability to evaluating cloud-computing
be used to cut costs and scale up in the event of natural solutions, attracted by flexibility,
improve efficiency: disasters. By building the system the ability to manage capacity
on the Microsoft Windows Azure directly, and no upfront capital
Intuit. Well-known tax-preparation platform, developers took investments. So far, the project
software manufacturer Intuit has advantage of on-demand has virtualized up to 400 servers,
a seasonality problem. Almost computer and storage services. creating an internal private-
all usage of its online services Miami, threatened each year by server cloud platform with
happens in two bursts of activity hurricanes, delivered a cost- continual access to hardware and
in February and April. This type of effective, reliable system that data storage, and is on target to
problem can be solved by retaining automatically expands to meet deliver major savings and
the services of an IaaS vendor. high-usage requirements. improved response times.
By buying cloud time only when
“Royal Mail Virtualizes Server Farm to Save £1.8 Million in Four Years,” Microsoft Case Studies, November 2010
3
Clearing the Fog from Cloud Computing 3

4. a yearly budgetary cycle perspective. The total cost of ownership can also be increasingly
beneficial as upgrades are borne by large scale architecture changes for the provider.4
In developing a cloud computing business model, we often demonstrate to our clients four
options depending on their focus, ambitions, and maturity: Virtual Voyager, Architect, Network
Native, and Mobile Mover (see figure 2). Each one comes with opportunities, implications, and
tradeoffs, depending on the extent to which the organization wants to capitalize on the cloud
and the consequences of extending, or even reinventing, an existing business model. The
following offers more detail about each model.
Figure 2
Cloud business models
• Improves flexibility and capitalizes on improved time-to-market and reduced costs
Virtual Voyager • Leverages technology to access virtual computing resources, including software,
operating systems, processors, peripherals, and networks
• “Virtualizes” select components of the business into the cloud
Architect • Uses cloud-based solutions to enable entire business processes via
a common automation platform
• Provides one-to-one interactions with customers and integrates information in
ways not always possible through other channels or technologies
Network Native • Performs processes externally and has the potential to create new business
model opportunities
• Leverages mobility to create new business models for mobile customers
Mobile Mover • Expands on Network Native model to feature full cloud-based technologies
Source: A.T. Kearney analysis
Virtual Voyager
Cloud computing, for all the hype, is a virtual computing resource that offers flexibility and
speed via remote access to software, operating systems, processors, peripherals, and networks.
The Virtual Voyager introduces five distinct platforms as building blocks (see figure 3 on page 5):
Software as a service (SaaS). The most mature platform, SaaS consists of software packages
hosted and delivered via a public or private network. Salesforce.com is a good example as it
sells customer relationship management (CRM) software via the Internet on a per-use and
per-transaction basis.5
Platform as a service (PaaS) bundles databases, web servers, and development tools and sells
them as a package. Both Google App Engine and Amazon’s EC2 are in the PaaS family, selling
access to software but not the installation headaches.
Infrastructure as a service (IaaS). IaaS is all about virtual servers, extended networks, and
remote storage. No more large hardware investments, maintenance, or infrastructure upgrades.
4
See Finding What Every ICT Services Provider Craves: Healthy Profits at www.atkearney.com.
See SaaS: Managing the Anti-IT Application at www.atkearney.com.
5
Clearing the Fog from Cloud Computing 4

5. Figure 3
Virtual Voyager has several distinct platforms
Degree Technical Business and
of sharing services digital services
IaaS PaaS SaaS BPaaS iMobility
Public cloud
external
Dynamic Integration as Application Dynamic BPO Dynamic
Virtual private infrastructure a service as a dynamic service information
cloud hybrid service service service
Virtualization Virtualization Virtualization Business process Information
Private cloud infrastructure middleware applications virtualization virtualization
internal database (shared service
center)
Infrastructure Middleware Applications Information Information
database processes brokerage
Note: IaaS is infrastructure as a service, PaaS is platform as a service, SaaS is software as a service, BPaaS is business process as a service,
BPO is business process outsourcing.
Sources: A.T. Kearney analysis
For those who miss the hardware, no worries: Some IaaS providers offer supercomputing
services for a per-hour charge. AT&T’s Synaptic Hosting is an IaaS poster child.
Business process as a service (BPaaS). Like IaaS, BPaaS is a hardware-free, end-to-end service
that has helped Avaya, Echopass, and Verizon set up call centers complete with phone lines and
computing capacity in as little as 60 days and activate additional resources quickly when
demand spikes.
iMobility. iMobility represents a dramatic shift in personal communications as smart phones,
tablets, netbooks, and laptops allow people to stay on the go and connected. iMobility is
possible because of cloud vendors with immense global IT infrastructures, including data
centers and cell towers.
Architect
The Architect goes a step further to “virtualize” select business components into the cloud.
It sidesteps technology silos to offer an external network platform from which to automate
processes and manage business processes. When the data model and the workflow management
application are both cloud based, workers across the organization can log in and work seamlessly
on different aspects of a project.
Virtualization introduces a new layer of abstraction into computing that can make it more mobile
and resilient. A task used to be done on a specific machine’s processor and its data stored in
a specific hard drive. With virtualization, the task and storage exist independently of particular
hardware—they can be reassigned if capacity is a problem or if there is a hardware failure. End
users no longer need to worry about where data is stored and processed, but they will of course
want to know that their systems will be available and that redundancy and backup are provided.
Clearing the Fog from Cloud Computing 5

6. For example, a bank managing workflow among its many retail branches might use the cloud
to speed up processing. Architects and engineers designing a production plant can access
the same data and computer-aided design packages to achieve a faster, more collaborative
outcome no matter where they are in the world. Human resources, finance, claims
management, research, procurement, and even sales and marketing functions can all benefit
from a cloud-based setup. And the service can be achieved relatively quickly because it
resides outside the existing IT landscape.
The cloud is also an excellent venue for capturing customer insights—providing an integrated
view of the various channels customers use for researching, commenting on, ordering, and rating
products. A visit to an e-commerce website generates a treasure trove of data from per-page
dwell time, link patterns, and products viewed to items added to wish lists and shopping carts.
Service components in the cloud, such as
credit-card verification and billing, are like
Lego blocks: pre-built and ready to be
snapped into applications.
Network Native
The Network Native is a cloud-based business model with very few processes occurring outside
of the cloud. Network Natives are focused on one-to-one interactions with their customers and
the superior, timely integration of information.
For Network Natives, cloud computing means conducting processes externally, with the
potential to open up new business opportunities. For example, 3M launched a cloud-enabled
service called Visual Attention Service (VAS), which gauges customer reaction to visual imagery.
Outside advertisers and designers visit the 3M website and, for a fee, can upload an image to be
analyzed. In just minutes, the system provides a detailed report, heatmap and all, of the design,
highlighting where the average person’s eye is drawn. Because the service is cloud based, 3M’s
upfront investment is minimal and its pricing model is pay-as-you-go.
Another example comes from the healthcare industry and its many players, from doctors and
pharmaceutical companies to insurers, hospitals, and patients. With patients’ medical records
scattered among various players in multiple locations, cloud providers are reaching out to
healthcare professionals, offering help in organizing, storing, and sharing health information
online. Quest Diagnostics, for example, posts lab results in the cloud, making the information
readily available to both patients and healthcare professionals.
Pharma companies, especially those heavily invested in R&D, are using the cloud and team
collaboration tools to shorten the time to market for drugs. In mobile telecom, Giffgaff, a UK
mobile operator, operates totally through the cloud and social media—no retail distribution,
no big-budget advertising, no sprawling call centers. About 20 percent of Giffgaff customers,
known as giffgaffers, get all the information they need from a user-generated pool of knowledge
in their online, cloud-powered community.
Clearing the Fog from Cloud Computing 6

7. For smaller companies, the cloud can help them compete on a level playing field and break
down barriers to entry, allowing them to rent capabilities via the cloud versus making large
capital investments that can delay market entry.
Mobile Mover
The Mobile Mover is an extension of the Network Native, using mobility to create new business
models. The main difference is that these customers are mobile while Network Native customers
are both static and mobile.
As more people become digital consumers, the way products and services are delivered and
consumed is changing—and so is how organizations set up their business models and supply
chains. For example, iMobility—linking cloud-based business models to mobile consumers—
requires both an always-on device and access to an always-available network (fixed line, 2G,
3G, 4G, or WiFi). For example, a customer who gets bad service at a restaurant might forget
about or delay writing an online review until he gets home to his computer. But a customer
with a smartphone can access a site such as Yelp or Zagat and instantly submit a review while
waiting for a long-overdue check. Facebook, with its focus on collaboration and mobility, has
been a leader in this area for some time and is now a platform for other applications, such as
Animoto and Real, which take advantage of on-site interactions.
The co-creation of customers and value, often tied to real-time updating, is having a dramatic
impact on customer expectations and company value chains.
Getting Up on the Cloud
At first glance, implementing cloud computing may seem daunting, but it doesn’t have to be.
In our work with clients, we position the process as it takes place in three stages:
Align the cloud-computing strategy with the business strategy
A good cloud-computing strategy does not ignore the business strategy—it embraces it. There
is a huge financial advantage in leasing capacity and storage from a shared environment. Banks
involved in algorithmic trading need real-time market data, so they align their cloud strategy
with their business strategy. Online software companies use cloud computing to emphasize
performance and scale quickly. These firms launch many different products hoping one
catches on, and when one does, they have to quickly scale to gain the advantage. Instagram,
the online photo sharing software, is a good example because it used the cloud to capture its
window of opportunity. Companies that offer mobile information services, such as driving
directions, use cloud computing to build global capacity. Retailers, especially low-cost leaders,
capitalize on the cost reduction and cost avoidance aspects of cloud computing to expand
their reputations and customer base.
Identify cloud candidates
First-time cloud strategists should begin with quick-win projects. Replacing servers that have low
usage levels or are near or at end of life with an IaaS offering is a good starting point. Migrating
software development or testing to the cloud is also a good beginning strategy. These areas are
often built up, taken down, and rebuilt, which means they offer three advantages: flexibility to use
Clearing the Fog from Cloud Computing 7

8. on-demand resources, automated processes to reduce the setup time, and reduced time and
expense. There is no need to purchase, rack, or connect servers because these are not needed
after development and testing.
Medium-term cloud projects will require more time and effort. Applications already running on
a virtualized server are good candidates because end users and system administrators are familiar
with virtualization and applications and the systems are using standard protocols. Longer-term
cloud projects will require significant investment, but they also deliver significant returns. These
are the cloud-based services that are available 24-7 in all locations, such as music players. They
require a global infrastructure and advanced knowledge of cloud-computing technology.
Choose a cloud business model
Select the model that makes the most sense for your company, customers, and IT
department (see figure 4). Ideally, the corporate IT organization will lead cloud-service
design, implementation, operations, and process management. This way, it is possible to
consolidate scale, buying power, skills, and internal experience to deliver the best possible
service to internal customers—the business units. Corporate IT might also consider funding
cloud venture projects in collaboration with business units. This reduces the barriers to
adoption that can arise with already tight IT budgets. And to increase the likelihood that the
business units get the most out of cloud computing, projects should be staffed with enterprise
architects who understand the business needs and the drivers behind cloud service designs,
including architecture, security, and compliance requirements.
Figure 4
Each cloud business model offers a unique value proposition
High
Architect Mobile Mover
Deploy cloud-based processes Create new business models
and data models for mobile customers
More
potential
Leverage full value
capabilities More immediate
of the cloud and achievable
value
Virtual Voyager Network Native
Leverage virtual computing resources Perform business processes
externally in cloud
Low
Low Extend existing business model High
Source: A.T. Kearney analysis
Clearing the Fog from Cloud Computing 8

9. Lessons to be Learned
As with every move to a new system, technology, or process, the experiences of those who have
already been down this path cannot be overstated. In the case of cloud computing, we have
several lessons to share from our work with clients:
Management style. Cloud computing changes everything for corporate IT, which means
policies and management style will have to change. All new initiatives and technology strategies
must be viewed through a cloud lens as cloud computing becomes a viable option. Regulatory
and corporate compliance rules will have to reflect the differences between cloud computing
and legacy systems. For example, we helped one client develop data-classification policies to
indicate which types of data can reside in a multi-tenant environment for security and access
reasons. At the same time, requiring physical inspection of data-center facilities may no longer
be reasonable as cloud vendors often have data centers across the globe.
Operating a cloud-computing environment will also require different capabilities. Manual
processes will be automated, and corporate IT professionals will need very good vendor
management skills to manage multiple virtual components from different cloud vendors.
It may also be necessary to rethink traditional service-level agreements (SLAs) because
cloud-service providers could be held accountable for the end-user experience.
The cloud changes everything for
corporate IT, which means policies and
management style will also have to change.
Partnerships. Corporate IT and the business must become close partners. Cloud computing
can transform a business, but only if the business and corporate IT are in lockstep to capture
all the benefits and synergies. Make no mistake, business users will become more important
to corporate IT as they deal directly with technology services. And costs will rise if IT is not
involved in the selection, acquisition, and support of cloud services. The proliferation of
applications must be avoided at all costs.
Flexibility. IT will have to meet users’ needs—even as customers are in more locations, asking
for more access and more information, and are always connected via their mobile devices. If
a company’s solution is insufficient in any way, customers will become dissatisfied, and sales
will be lost. The key is to be systematic in developing data that identifies new usage patterns,
business models, and revenue opportunities. Top companies ensure that the business and its
IT partners work together to identify and respond to users’ changing expectations.
Knowledge capital. As business processes are outsourced to cloud providers, IT will have to stay
current—able to execute all business processes even as they are altered. Relinquishing knowledge
and aptitude is dangerous. It is never pleasant to be held hostage by a low-performing cloud
service provider.
Clearing the Fog from Cloud Computing 9

10. Data. Managing customer data is essential. Although it is necessary to trust cloud vendors with
company data, sound data-security policies must be in place to support acceptable risk levels.
For example, customer data can remain anonymous before it is transmitted to the cloud, thus
reducing the risk that data loss directly affects customers.
Moving Into the Mainstream
The cloud represents a significant shift in the way business manages computing and is
quickly developing a mainstream presence. In building a cloud capability, there are business
models to consider and steps to take, each with immediate opportunities and long-term
implications. Although the cloud is not without significant challenges, it is also not without
substantial business potential. What’s important now is moving the cloud to the forefront
of IT strategy planning. This is not an area where it is possible to catch up. In the cloud, once
behind could mean always behind.
Authors
Christian Hagen, partner, Chicago Michael Roemer, partner, Munich
christian.hagen@atkearney.com michael.roemer@atkearney.com
Marco Ciobo, principal, Melbourne Diego Cartagenova,
marcello.ciobo@atkearney.com consultant, Dubai
diego.cartagenova@atkearney.com
The authors wish to thank Jim Lee for his valuable contributions to this paper.
Clearing the Fog from Cloud Computing 10

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