The document discusses the evolution of the cargo shipping industry and cloud computing industry. It notes that: - The shipping container revolutionized cargo shipping in the 1950s-60s by drastically reducing costs. - Cloud computing is having a similar transformative impact, allowing data centers and IT infrastructure to be delivered on demand via the internet. Popular cloud platforms like AWS are akin to shipping container vessels transporting IT resources globally.

1. FEBRUARY
9,
2016
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2. The
Shipping
Industry
For
hundreds
of
years,
nothing
much
changed
in
the
cargo
shipping
industry…
Until,
quite
suddenly,
it
changed
completely…
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3. 1956
–
Malcolm
McLean
invents
the
shipping
container.
First
ship
sails
with
58
units
1960’s
–
Container
docks
in
all
big
ports.
Cost/ton
loaded
drops
from
$5.86
to
$0.16
Today
–
Over
35
million
containers
transported
each
year.
Largest
ship
carries
20,000.
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4. The
Data
Center
Industry
is
Sailing
Away
Rapidly…
Shared
Environment
Fairly
Standardized
Global
Optimized
Scalable
Easy
to
Load
and
Unload
Rent
the
Container!
Don’t
own
the
ship!
Bye
Bye!
AWS
Azure
IBM
CLOUD
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5. The
Game
is
in
the
Cloud
$0
$50
$100
$150
$200
$250
$300
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
Source: Bain, Cisco, Citi, Deloitte, Forrester, Gartner, IDC, IBM,
Forrester
Bain
Gartner
IBM
IDC
Cisco
Current
Deloitte
CAGR=17.4%
Cloud
Computing
Market
Forecasts
($bn)
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6. 1. Game
is
wide
open
–
just
First
Quarter,
Ball
is
on
the
30
yard
line.
2. Amazon
has
scored
a
touchdown.
Plenty
of
time
left
on
the
clock
3. Enterprises
are
moving
to
cloud,
while
keeping
vendor
options
open
4. Top
challenges:
pricing,
performance,
support,
downtime,
scalability
and
management
Key
Learnings
in
Cloud
Computing
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7. What
if
enterprises
only
buy:
s Laptops
and
internet
access
s Bought
no
other
hardware…
s Everything
else
is
rented
in
the
cloud
What
would
happen
to
the
channel?
Mirror,
Mirror,
On
the
Wall…
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8. Evolution
of
IT
Consumption
Infrastructure
Applications
Consulting
Services
Managed
Services
Legacy
In-­‐House
Infrastructure
Applications
Consulting
Services
Managed
Cloud
Consulting
Services
SaaS
Marketplaces
Infrastructure
On-­‐Prem
Cloud
Cloud
Infrastructure
Cloud
Applications
Up
to
2010
2010-­‐
2020
2020
-­‐
Future
Managed
Services
Easy
Cloud
Applications
The
Cloud
Swallows
IT
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9. The
Legacy
Channel
OEM
Hardware
Software
Services
DISTRIBUTION
Catalog,
Workflow
and
Transaction
VAR
Enterprise
IT
Customer
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Automation
Value
Relationship
Value
You
helped
create
an
amazingly
sophisticated
industry
which
is
changing
fast

10. Cloud
Marketplace
As
Distribution?
Cloud
Services
Catalog
From
Service
Providers
DISTRIBUTION
Cloud
Marketplace
Customer
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This
adoption
pattern
is
unlikely
–
little
value
addition
and
potential
risk!

11. Marketplace
of
Cloud
Host
Cloud
Service
Vendor
Enterprise
Customer
Internal
Offerings
Customized
Marketplace
Compatible
Apps
Internal
Needs
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Ex:
Amazon.com
Customers
will
probably
choose
from
Customized
Marketplaces
for
Compatible
Apps
and
Orchestrated
Services

12. s Cloud
products
are
not
“Shopping
Cart
Items”…
s Cloud
products
need
design,
configuration…
s The
cloud
solution
needs
to
engineered…
Key
Channel
Problem
If
the
channel
wants
to
sell
the
“cloud”
Then
the
channel
needs
to
provide
“value
addition”
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13. What technology taketh away
with the left hand,
It giveth back with the right…
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14. FEBRUARY
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Current
Evolutionary
Trend…
Cloud
Service
Provider
PaaS
IaaS
SaaS
Marketplace
MANUFACTURERS
SaaS
Offerings
Cloud
Hardware
ENTERPRISES
Cloud-­‐Based
Execution
“Why
do
we
need
a
channel?

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An
Alternate
Evolution
with
Distribution
A
Cloud-­‐
Centric
Smart
Channel
Service
Provider
Manufacturer
Enterprises
“How
Does
it
fit?”
“We
understand
the
market”
“How
Does
it
solve?”
“Very
Difficult
Sales
Cycle
if
not
in
Marketplace”

16. Creating
Value
in
the
Channel
Cloud
Service
Providers
SaaS
PaaS
IaaS
Manufacturers
Smart
Distribution
Smart
Solutioning
Customer
Smart
Channel
=
Distribution
+
Solutioning
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17. Create
the
“Whole
Cloud
Catalog”
for
distribution:
a. Contains
configured
product
sets
for
cloud
appliances
and
SaaS
b. Easy
to
design
with
–
visual,
service
provider
offerings,
viable
c. Solves
for
price,
performance,
availability,
security
and
change
d. Works
with
multiple
service
providers
1.
Smart
Distribution
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18. s Software
is
a
more
important
focal
point
s Service
provider
hardware
will
eventually
become
“invisible”
s SaaS
costs
will
eventually
dominate
enterprise
spend
s Requires
configuration,
security,
performance,
etc
s IoT
will
create
huge
opportunities
on
top
of
traditional
IT
applications
redone
on
cloud
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“Software
is
Eating
the
World…”
-­‐
Mark
Andreeson,
2011

19. Human
Value
Addition…
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20. s Need
a
new
breed
of
“Cloud
Solution
Architects”
s Focused
on
the
enterprise
customer
and
service
providers
s Understands
IaaS,
PaaS,
SaaS
and
managed
deployments
s Capable
of
designing
enterprise
solutions,
both
for
the
legacy
shift
as
well
as
“born
in
the
cloud”
s Creates
“Cloud
Solution
Packages”
s Service
providers
see
value
and
foster
the
channel
2.
Smart
Solutioning
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2016
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21. CLOUD
CATALOG
ITEM
PROVIDER
1
PROVIDER
2
PROVIDER
3
ERP
Application
Bundle
for
3000
USERS
(A)
Monthly
App
Cost
$2000
$3500
$3000
(B)
Configuration
by
Certified
Specialist
$20,000
$25,000
$30,000
(C)
Maintenance
by
Authorized
Partner
/mo
$1000
$1000
$1000
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2016
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A
Viable
Distribution
Future
?
Delivering
Complete
enterprise
solutions:
-­‐ Service
Provider
capabilities
-­‐ Software
products
configured
-­‐ Enterprise
needs
understood
-­‐ Service
delivery
guaranteed

22. s "We
think
brokerage
is
not
just
a
big
deal.
It's
one
of
the
biggest
deals.
Through
2015,
cloud
service
brokerage
represents
the
single
largest
revenue
growth
opportunity
in
cloud
computing...
bar
none.
I'm
saying
that
over
infrastructure
as
a
service,
I'm
saying
that
over
platform
as
a
service,
I'm
saying
that
over
software
as
a
service.”
Daryl
Plummer,
Gartner
Channel
is
Changing
FEBRUARY
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2016
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23. Who
Will
Own
the
Cloud
Customer
in
LatAm?
s “In
2015,
Western
Europe
is
expected
to
have
the
highest
growth
in
cloud
IT
infrastructure
spending
at
32%,
followed
by
Latin
America
(23%),
Japan
(22%),
and
the
US
(21%)”
IDC
report
s Customer
Battle:
Who
owns
the
customer?
s The
Channel
-­‐
I
do
s Service
provider
-­‐
I
do
s System
Integrator
-­‐
I
do
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SYSTEM
INTEGRATOR
SERVICE
PROVIDER
GLOBAL
+
LOCAL
BIG
5
+
LOCAL

24. Cloud
Adoption
A
Complex
Decision
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Global
+
Local
Players
Colo
IaaS
In
-­‐
House
Compute
Storage
Network
Datacenter
SaaS
Constraints
Financial
impact,
Geography,
Data
?

25. The
LatAm
Cloud
Customer
I
need
to
know
all
the
facts,
I
am
data-­‐driven
I
really
want
to
adopt
but
I
am
risk
averse
I
need
to
know
all
the
options
I
need
someone
I
can
trust
What
will
I
do
with
my
IT
organization?
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2016
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26. Burstorm
–
Driving
Cloud
Transformation
Economics
Performance
Security
Availability
Change
Data Center
Network
Compute
& Storage New Remodel
Model/Design
Cloud
Product
Sets
Models & Designs for
an Enterprise by
Channel Cloud
Architects
Models/Designs
PLATFORM
Common
Language
Collaboration
Build Spec
Price Quote
Benchmark
Cloud Products
From
Service Providers
And
In-House Assets
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The
Burstorm
platform
enables
enterprises
to
be
optimized
for
infrastructure
assets
in
internal
data
centers,
private
clouds
and
public
clouds

27. 1. The
cloud
changes
everything…
2. Cloud
orchestration
is
going
to
be
very
complex
“How
do
you
put
the
enterprise
Humpty-­‐Dumpty
back
together
again”
3. Complexity
creates
opportunity
–
deliver
solutions
4. Software
is
likely
to
be
a
bigger
deal
than
hardware
5. Pivoting
now
can
create
an
advantaged
channel
model
6. Emerging
markets
like
LatAm
offer
greenfield
possibilities
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Summary

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