Free Cloud e-guide


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How Cloud computing can drive innovation and improve customer loyalty with comments from the Cloud Industry Forum and including hints and tips on how to get started.

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Free Cloud e-guide

  1. 1. in association withE-GUIDE in association withCLOUDREVOLUTIONHow cloud enables strategic advantage
  2. 2. in association withINTRODUCTION business agility, boost efficiency,“Cloud computing and provide you with the flexibility to scale up without compromisingcan drive innovation on value. Chapter 2 will explain these points in more detail.and improve customer We know many of you will have concerns around the security ofloyalty,” says Sophie cloud. It’s completely fair that you would be cautious about where toHobson, editor store sensitive company information – but cloud, when hosted by a reliable provider, is almost always You’ve obviously more secure than storing data on in-house heard about cloud if hardware. Chapter 3 explains why. you’re reading this The most entrepreneurial among you e-guide. It’s one of will no doubt be thinking: can cloud actually the hottest topics grow a business, beyond just making it in technology and more efficient and streamlined? Absolutely. management. One Cloud computing can drive innovation, in three businesses quicken your speed to market, and improveare looking to implement cloud in the next customer insights and relationships. Chaptertwo years, according to recent YouGov 4 explains how.research. Venture capitalists’ ears prick up Our e-guide ends with a practical guidewhen cloud is mentioned in conversation. to adopting cloud computing within yourThe tech crowd extoll its virtues. Your business. We know that the time it takesteenage nephew will probably reference it to decide upon and move towards a newin conversation this weekend. technology is a big barrier to its adoption. Yet many people still can’t grasp what The aforementioned YouGov study foundcloud is exactly – even though they probably that, of businesses that weren’t yet usinguse it regularly through applications like cloud, four in 10 said the delay was down toFacebook and Gmail. It’s no surprise cloud “lack of time”.is still misunderstood – it sounds abstract So we have written this e-guide with theand technical, the conversational stomping aim of giving you a succinct and accessibleground of web developers and IT managers. overview of cloud for business. And we are So in chapter 1, we’ll explain exactly delighted to be partnering with IBM, whowhat cloud is and how it works. We believe will be able to guide you in more detailit’s critical to get to grips with cloud, and through any first steps you decide to takehow you can harness its power, if you want towards a move to compete in today’s world. So what are you waiting for? Just what is it that cloud can do for yourbusiness? In short, cloud can help you make Twitter: @sophiehobson and @londonlovesbizcost savings, ramp up productivity, increase 2
  3. 3. in association withCONTENTS E-GUIDE CLOUD in association with in association with04 REVOLUTION How cloud enables strategic advantageCommentBy Andy Burton, chairman, Cloud Industry Forum05 This e-guide is brought to you by,Foreword in association with IBM.By Doug Clark, IBM UK & Ireland Cloud Leader is06 the new digital newspaper for established entrepreneurs and executives of London’sWhat is cloud? mid-market companies. We aim to further the ambitions ofLet us demystify the jargon so you can start realising the London’s businesses, celebratetransformative power of cloud good business and success, and08 bring you frank debate about the issues facing London businesses. We are fastWhy use cloud within becoming the must-readyour business? website for London’s business community through our mix ofSave money, turbocharge collaboration, streamline the latest business news acrossmanagement and gain long-term competitive advantage – all sectors, profiles of London’sand that’s not all! greatest entrepreneurs, features exploring the trends you can10 capitalise on, and the best of London lifestyle.But will my data be safe? isConcerned about the security of the cloud? published by Casis Media LtdThis chapter is for you. Casis Media Ltd 56 Buckingham Gate12 London SW1E 6AEUsing cloud to gain Editor: Sophie Hobson sophie.hobson@competitive advantage londonlovesbusiness.comDrive innovation, scale-up and improve customer relationships Business development director:15 Jenny Knighting jenny.knighting@ londonlovesbusiness.com5 steps towards adopting cloud 0203 394 1847 3
  4. 4. in association withCOMMENTDON’T LET YOURBUSINESS MISS THE BOATBy Andy Burton, chairman, Cloud Industry Forum Adoption of need to complete tasks for which resources, cloud services skills or time don’t exist internally. is becoming Operational cost benefits are also a commonplace. driver for cloud service adoption. Of the Today, 61% of UK UK organisations that have adopted at organisations use least one cloud service, 76% state they at least one cloud will expand their use of cloud services over service formally, the next 12 months - largely driven by theaccording to market analysis carried out by efficiencies they have achieved in theirthe Cloud Industry Forum (CIF). Adoption earlier adoption.has increased by over 27% over the last 18 Of the 39% we surveyed who had yet tomonths, measured in terms of the volume of formally adopt a cloud service, 11% believeorganisations using such services. they will do so within 12 months, and a Email, collaboration, unified further 13% expect to do so over the nextcommunications, portal and web services are 3 years.the most popular workloads moved to cloud The opportunity presented by cloudservices. But almost all other application services is hugely compelling. In a worldareas are seeing adoption in cloud services - where markets evolve at a rapid pace, IT isbe that accounting, service management or a key enabler of competitive advantage bybusiness continuity solutions. permitting adaption. The flexibility and scalability of cloud, What is really needed now is clarity ofdelivered on a pay-as-you use commercial vision from business leaders: to leverage thismodel, has opened up the market. Cloud tremendous capability to deliver IT in a wayenables small companies to leverage new that empowers business transformation andtechnology, levelling the playing field and market advantage.potentially changing the nature of business The language of cloud computing mightcompetition. be confusing at first, but it’s time to jump In our market analysis, 92% of the on board. You don’t want your business tobusinesses using cloud services stated miss the boat.satisfaction with the experience and results.I believe this level of satisfaction is based on Twitter: @UK_CIFcloud’s flexibility and agility - driven by the 4
  5. 5. in association withFOREWORD merchandising and customer relationship“Cloud has processes for the better, understand customer behaviours and ultimately createthe power to better value for - and relationships with - the customer.transform the way The best cloud products empower businesses to create better services andbusiness is done for improve the full length of their value chain.the better, today They make your employees’ lives easier and improve their productivity. They makeand in the future,” relationships with partners and suppliers smoother and more efficient.says Doug Clark, In summary: harnessing the fullIBM UK & Ireland capabilities of today’s cloud means your business gains a long-term competitiveCloud Leader advantage. This is why adopting cloud is no longer a decision being made just by IT staff and tech companies. Moving to cloud is a strategic Cloud is one of decision for your business, and managers the most exciting across all disciplines are opening their eyes and game-changing to the competitive edge cloud can give you. technologies to have It’s no surprise that nine in 10 businesses come out of the now expect to adopt cloud within the digitisation of the next three years, according to research we modern world. Cloud recently conducted. has become the I believe that cloud has the power tounderlying enabler of the consumerisation transform the way business is done forof IT. It can drill deep into big data. Cloud is the better, today and in the future. Thethe driver of today’s mobility trends. question for you now is: how do you stay For me, the really exciting conversations ahead of the trend to gain competitivearound cloud are about how it can drive advantage? The following pages will answerbusiness innovation. Sophisticated cloud that question in theory. And IBM’s cloudproducts are able to collect data across products and services will bring you thethe full glorious gamut of sales channels, tools you need to execute your competitivesupply chains, points of engagement with advantage in practise.customers and interactions with partners – Business is changing. Cloud gives youand then analyse the data to improve the power to innovate in step with theyour business. revolution and ahead of the competition. How? Cloud products can produceinvaluable insights into how a company Twitter: @cloudstuffcan utilise new efficiencies, overhaul its 5
  6. 6. in association withWHAT IS CLOUD?Let us demystify the jargon so you can start realisingthe transformative power of cloud.You might not realise it, but you is called “the cloud”, because it impliesalready know what cloud is. You’ve anything accessed via the cloud is floatingprobably been using it since the 1990s. Your around in one big abstract place shared by allfirst Hotmail or these different cloud “Yahoo address was services. Actually,a perfect example Gmail, Facebook, data and applicationsof cloud in action. Twitter, Spotify, on “the cloud” areThose emails youaccessed and sent Google Docs and simply located on secure data centresweren’t saved to Flickr are all clouds owned either by youryour desktop, but – as was your first business (privatewere hosted (i.e. Hotmail or Yahoo cloud) or hosted by ”digitally stored) by an external cloudHotmail or Yahoo, email account. provider (publicin one of their data cloud).centres. You wereable to access your account remotely, fromanywhere in the world. TYPES OF CLOUD That’s what we mean by “cloud”: Public cloud: The provider of the cloudstoring and accessing your data and digital is a completely separate entity from theservices and applications remotely. In other person using the cloud. When you accesswords, your documents, data, software, your Gmail, for example, Google is hostingphotos, apps, music and so on are not and powering the cloud – you simply usesaved on your own device (your PC, office their cloud.server, smartphone, tablet and so on), butto a remote data centre. Gmail, Facebook, Private cloud: The cloud is powered andTwitter, Spotify, Google Docs and Flickr owned by the same organisation that usesare all clouds, which is why you can access it. So the person or people using the cloudyour account from anywhere with internet on a daily basis are part of the same businessconnection. or organisation that own the cloud assets. As it happens, cloud can do much more The data and services stored on the privatethan just store your data – but we’ll come to cloud are not accessible to the generalthat in a minute. public, and the business or organisation It’s a bit misleading that the cloud has tight control over who can access which 6
  7. 7. in association withparts of their cloud. Many businesses choose and developers. PaaS means you canto operate a private cloud. access compute ability and a predefined middleware stack. Examples includeHybrid cloud: A combination of a public database or application server software viaand private cloud. cloud. Leading products in cloud computing might offer PaaS and IaaS for businessesTYPES OF SERVICE looking to gain competitive edge – IBM’s SmartCloud, for example, provides both.AVAILABLE ON CLOUD Also known as platform cloud services.Cloud doesn’t just cater for data. The digitalservices and software you use as a business Business process as a servicecan also be stored and powered by cloud. (BPaaS): This is a mix of SaaS and a sharedThe most advanced cloud products are services model – one business or organisationtherefore able to provide you with the tools provides business services like procurementyou need to become truly innovative and or employee benefits management togain competitive edge. numerous external or internal consumers. IBM’s SmartCloud Solutions provide thisSoftware as a service (SaaS): This advanced functionality. Also known aslets you access software and applications business process cloud services.on cloud. Storing your apps on iCloud is thetextbook example. In a business context, Using cloud enables businesses to cut costs,you might access, say, customer relationship improve security, increase business agility,management software on a pay-as-you-use and streamline processes. Chapter 2 willbasis via SaaS, meaning you don’t need to outline this in more detail. Cloud gets evenworry about buying new licenses for the more interesting when it is harnessed tosoftware each time someone new needs to give your business a competitive edge.use it. You wouldn’t, after all, pay for every Chapter 4 will tell you more about on the bus if you wanted to take a bus It’s no surprise that a fair few technologyjourney – so why pay for more licenses than analysts are predicting that in the not-too-you need? Also known as application cloud distant future, we could ditch desktop dataservices. storage altogether and work entirely from cloud. Gartner is predicting that by 2016,Infrastructure as a service (IaaS): a third of an individual’s digital data willYour business can access pay-as-you-use be stored in cloud. We’re well on our waytech infrastructure services such as servers, to that statistic already - cloud technologynetwork devices, operating systems and underpins many of the mobile, data andstorage. Resources are accessed over the social business capabilities we all use today.internet. Also known as infrastructure cloud As businesses’ need for moreservices. sophisticated, intelligent, flexible, secure and innovative technology infrastructurePlatform as a service (PaaS): This and services grows, cloud has nowhere tois usually only used by advanced IT users go but up. 7
  8. 8. in association withWHY USE CLOUDWITHIN YOURBUSINESS?Save money, turbocharge collaboration, streamline managementand gain long-term competitive advantage – and that’s not all!Cost savings and added value welcome boosts on a regular basis. InCloud can reduce IT labour costs by up to fact, increased collaboration with external50%. Cloud computing also removes the partners is the number one objectiveneed for hardware such as servers, reducing for adopting cloud, according to thecapital expenditure. It can provide more aforementioned IBV survey.cost-effective web and 50%email hosting. And because Accessible to allcloud can scale up or down sizes of businessaccording to your needs, it Cloud is most certainly notprovides real value. The “pay just for huge you go” pricing model potential reduction Because it scales up andmeans you won’t waste of IT labour costs by down to your needs, youmoney buying more software moving to cloud get the level of service andand/or licences each time Kristof Kloeckner, product that a blue chip CTO for Cloud Computingsomeone joins, nor do you would, but at a price point at IBMlose out if people leave and that fits your business.licenses go unused. Morethan 31 per cent of executives surveyed by Access your data and documentsIBM Institute for Business Value (IBV) 2011 from anywhere, anytime“The Power of Cloud” Research Study cited When data, documents, projects, services andcloud’s ability to reduce fixed IT costs and pictures are stored in cloud, you’re able toshift to a more variable “pay as you go” cost access them anywhere and from any devicestructure as a top benefit. that has internet access. This can dramatically improve overall business productivity.Better collaborationCloud facilitates the sharing of information, More environmentally friendlyprojects, processes and resources with Cloud is more energy-efficient and moreexternal parties, customers and employees, resource-efficient than alternative digitalmeaning productivity and innovation get storage options – has 8
  9. 9. in association with 30%estimated that using cloud provider (with plenty ofresults in at least 30% less years’ experience) has thecarbon emissions and energy methodology and resourcesconsumption than on-site to best protect you – itsservers. For small businesses, less carbon cloud backs up your datait rises to around 90%. emissions and energy automatically. If there are consumption using problems, the cloud provider cloud compared withIT shifts from on-site servers will be quicker and better attrouble-shooting to fixing driverOnce you’ve moved to cloud, Greater controlIT workers find they have more time. There Any manager who has had contactsis less troubleshooting and data back-up databases pinched by disgruntled ex-salestime is dramatically reduced. In fact, cloud staff will have felt the sorer end of thecomputing can improve capital utilisation by internal security spectrum. So choosing a75%, and reduces provisioning from weeks cloud product that lets you easily manageto minutes, according to IBM CTO for Cloud who can access what is critical. IBMComputing, Kristof Kloeckner. This frees SmartCloud Enterprise, for example, letsup IT staff and budget to focus on strategic you control accounts and permissions atprojects. Technology becomes a driver of your individual user rather than the thorn in its side. Youcan read more about this in chapter 4. More secure Despite what you might think, your data isStreamlined management more secure hosted by a trusted, establishedA good cloud product will mean a hugely cloud provider than on your office server orimproved administrative process for on your PC or laptop. Don’t believe it? Themanagers without an IT bone in their next chapter is for you.bodies. The most sophisticated cloudproducts should be the simplest to use. IBM Long-term competitive advantageSmartCloud, for example, lets you add a The best cloud computing products providenew user in just a few quick steps. you with the IT infrastructure, tools, management systems and deep analyticsMore reliable and far less to drive your business forward in ways youdisaster recovery never realised were possible. Don’t believeWe’ve all been there: that devastating it? Chapter 4 will explain more about howmoment when you learn your office cloud can help you retain customers andserver has gone down just before a big become a truly innovative business.presentation. If you’re lucky, you’ll be ableto recover your projects from a back-up Supportlocation. If not, you’ll have lost everything, The best cloud providers for business willfrom accounts to strategy documents. Why ensure you are always able to contact atake the risk? A reliable big-name cloud member of their support team for advice. 9
  10. 10. in association withBUT WILL MYDATA BE SAFE?Concerned about the security of the cloud? This chapter is for you.There’s no getting around it: doubts So let’s just think about this logicallyabout the security of cloud are one of for a moment. Who, really, do you think isthe greatest obstacles to its wide-spread better equipped to keep your data safe, youradoption among British businesses. But services and applications up-and-runningviews around cloud security are changing. at all times, and the necessary hardware In an IBM Thought Leadership maintained to keep your IT network alive:Whitepaper survey conducted in 2010, 66% your small IT team and the couple ofof respondents said security was their top servers you have in the office? Or a globalconcern when considering cloud. IBM’s IBV technology leader with decades of experienceGlobal Risk Survey from the same year found in all these issues and multiple data centresmore than three in “four respondentsbelieved using cloud Credible cloud providersmade protecting work incredibly hard to makeprivacy moredifficult. Yet today services safe, because they know there is still so much uncertainty ”in 2012, 85% of US-based IT professional around cloud.are confident incloud providers’ability to provide a secure environment, that are kept secure, up and running, and allaccording to findings from Chief Information backing up one another? Exactly.Officer magazine. Credible cloud providers take data Of course, it’s entirely understandable security hugely seriously and work incrediblythat a business manager could initially hard to make sure things are watertight,feel uneasy about entrusting their most precisely because they know there is still soconfidential data and many of their business much uncertainty around their services.documents and administrative functions Plus, using cloud means your data isto the cloud. Cloud, for many people in backed up in a more straight-forward andthis country, still seems like a fairly abstract safer way. It also means that if a workconcept. Scaremongering articles in the laptop or tablet loaded with sensitivemainstream media about cloud security information is lost, there’s no risk of a datahardly help. leak, because whoever finds the laptop (or 10
  11. 11. in association with 67%steals it) won’t be able to firewall (unlike the publiclog on to your private cloud, cloud – see chapter 1 for awhere all your data and reminder of the differenceprojects are stored. between them). Only the IBM offers a number of people you choose, within of respondents sawservices to help organisations value in cloud for their your organisation, caneffectively manage their organisation’s risk and access data areas – and youdata so that risk from any resiliency efforts control who sees what.disruption is minimised. IBM 2011 Business Resilience To give you an idea and Risk StudyThe SmartCloud Archive, of security on the privateSmartCloud Managed Back- cloud, let’s look at oneup services and Virtualised very well-known example.Server Recovery programmes make sure is hosted on the IBMevery possibility has a secure and safe answer. private cloud. During the 2011 tournament There is still a fear that if you store the website saw a tremendous volumeconfidential company information in of traffic with 15 million unique visitorsthe cloud that the cloud provider could and 451 million page views. It also facedaccess that data and either use it to their up to 80,000 cyber incidents each day. Byown commercial advantage or share providing a scalable, robust and secureor distribute it in ways you – and your website, these threats were mitigated,customers – have not approved and would protecting data and ensuring the websitenever want. This is where the private was available and responsive 24/7. So youcloud becomes such a valuable tool for can check up on your favourite tennisbusiness, because it is behind your own players as and when you like. APPROACHING YOUR SECURITY STRATEGY › Security needs to be looked at end-to-end taking a business- driven and holistic approach to securing your cloud computing environment. This helps you to: • understand threats and vulnerabilities in terms of business impact • respond to security events with security controls that optimise business results • prioritise and balance your security investments Security should be “baked in” at conception and some kind of consulting, scoping out a strategic and comprehensive cloud infrastructure security programme, is a good starting point. 11
  12. 12. in association withUSING CLOUD TOGAIN COMPETITIVEADVANTAGEDrive innovation, scale up and improve customer relationships.Customer expectations havechanged radically over the last few years, COMPETITIVEin our increasingly digital world. They wantto buy and engage in the way that best ADVANTAGE ANDsuits them, at the time that best suits them. ADAPTABILITY TOThis makes the challenge of catering to MEET CUSTOMERS’their needs increasingly complex. How can NEEDS ›you manage customer relationships spreadacross so many online and offline channels? A third of execs believe one of the mainHow can you analyse the reams of data benefits of cloud is market adaptabilityyour business can collect and harness it – being able to improve business agilityto improve your business? How can you and responding more rapidly to marketretain your edge in evermore fragmented demands, according to the previouslymarkets, and in a world where customers’ mentioned study by IBV. Why? Becauseattention is scatter-gunned across more cloud lets you quickly adjust services, processes and products to respond todigital and real-life attractions than ever changing market needs, and to innovatebefore? ahead of competitors’ businesses. You Cloud computing can help you achieve might choose to make a service easierall these things – yet its power to drive to use and more flexible for customersbusiness innovation is still little understood by making it a cloud-based service. Youby the business community. Only 16 per might make your business interface morecent of executives currently use cloud to seamless for customers by providingdrive business innovation, according to the products on a cloud-based infrastructure.aforementioned IBV study. Or you might, perhaps more simply, stay There is a phenomenal host of constantly tuned in to the most relevantopportunities to explore once you start customer analytics for your business,using cloud services in enterprise, from then adapt how you cater for customerentering new lines of business or industries demands by scaling services up or downto dramatically improving your value chain on the even reshaping your entire industry. 12
  13. 13. in association with BETTER ANALYTICS, SCALABILITY › BETTER VALUE, BETTER EFFICIENCY › Cloud doesn’t just facilitate IT scalability. It allows you to access resource instantly As much as 80 per cent of data collected as and when you need it, without scale by companies is unstructured, IBM limitations and without you having to estimates. Imagine what you could worry about setting up extra provision. do if you actually extracted and used Cloud scales up or down automatically to that data? The best cloud products accommodate peaks in activity. The film- do exactly that: they make your data streaming website Netflix, as an example actionable. IBM Smarter Analytics cited in the IBV study, experiences big crunches your data to help you make peaks in streaming capacity and activity strategic decisions and to find new during certain peak hours. These peaks efficiencies. It enables you to better meant its own data centres were, at manage uncertainty throughout your peak times, struggling to accommodate supply chain, while predictive analytics activity on the service. A move to a help you plan and forecast. A tool like cloud environment meant peaks could this is an invaluable aid to stock control, be handled automatically, scaling up on customer relationship management cloud. That meant Netflix could grow its and merchandising management, not customer base without worrying about to mention business planning and risk building a new, bigger data centre to management. handle growth.HOW IBM CAN HELP ›IBM Smarter Commerce helps to put the customer at the centre ofall operations, analysing critical customer and operational data –from multichannel buying behaviours to social media content – andbuild business processes that help companies buy, market, sell andservice their products accordingly. The depth of its analytics will allowyou to discover new efficiencies, improve margins, and utilise newopportunities while providing better value. Most importantly, insightsinto customer behaviours can be harnessed to create better customerrelationships and experience, meaning improved customer retention. 13
  14. 14. in association with5 STEPS TOWARDSADOPTING CLOUD 2Reaching this chapter means you’re It is a good idea tonow officially cloud savvy. You’ve learnt start with the smallerexactly what it is, how the cloud can help projects. These cloud-basedsecure and scale your business. Now how additions can often seeto start implementing cloud systems? Our immediate returns withoutguide will send you on your way. completely overhauling your IT systems. 1 IBM SmartCloud for Social Business Begin with a thorough has this first step covered. This package audit of what does is designed to help you work seamlessly and doesn’t work with the people inside and outside your about your current organisation. Cloud is the close friend of IT infrastructure. It collaboration – it enables your workforce toshould cover the type of problems that share and connect, crossing boundaries andregularly arise, worst case scenario failures speeding up insight.of your current system, cost, flexibility of This package offers familiar tools such asthe system, its ability to scale with your email and calendar in cloud but also a rangebusiness, its ease and speed of use for of exciting cloud collaboration tools such asemployees, and so on. a social business dashboard (think Facebook From this, you’ll be able draw out the for your desk), a snazzy web meetingareas that most urgently need improvement, platform and all the mobile applications youand then the issues and opportunities you need to get the office on the go. 3hope to address in the mid- to long-term. IBM’s Strategy and Transformation team Once you’ve got thecan help. They can help you to identify, office on cloud, it’sanalyse and prioritise cloud-enabled time to think aboutbusiness model opportunities. It’s important how you deal withto understand how cloud is relevant in the your customers. Howcontext of your own business model. The can you improve their experience of yourset of technology strategists will help you business with cloud services?achieve end-to-end transformation from Last year, an IBM survey estimatedstrategy to implementation. that much of the $15 trillion lost globally through system inefficiencies comes from waste in inventory backlogs, failed product launches, wasted materials and ineffective 14
  15. 15. in association with 4marketing campaigns. Draw up a Cloud can help you to manage and timescale and projectswiftly adapt to customer and industry management plan fortrends across marketing, selling and service how cloud servicesprocesses. Using cloud can help you create will be implementedmore relevant marketing campaigns, in your business. Hopefully by startingincrease supply chain intelligence and secure with the smaller projects before movingbrand loyalty. onto the more integrated changes, the So where do you start? IBM’s Smarter transfer will be easier than completelyCommerce package provides everything you overhauling your IT infrastructure in oneneed to make sure your customers are in the hit.forefront of your mind as you move towards Involve your IT staff throughoutcloud. the process. There is a risk they will feel IBM’s Smarter Commerce products threatened by a move to cloud, as most ofare flexible and united solutions looking the day-to-day firefighting tasks they’reafter all commerce phases. We’re talking used to will be eradicated. Help themabout buying activities such as sourcing, understand this will free them up to workcontrolling and procuring of goods and on more exciting, strategically importantmaterials; targeted and personalized technology capabilities across all customer Involve your cloud provider in theinteractions; sales and fulfilment of training of staff so that everyone involvedproducts and service across all channels; and understands how they can get the very mostservice, responding to all customer needs of the cloud for the business and for yourthroughout the relationship. clients. NEED MORE INFORMATION? GET IN TOUCH... › Join the Conversation on Twitter using #ITWeek Or Tweet: @VickyGillies @londonlovesBiz Or visit: 15
  16. 16. Smarter technology for a Smarter Planet: The cloud that transformed the economics of a fishing industry. At the University of Bari, Italy, a new computing model is creating new business models. Using an IBM SmartCloud, their team built a solution that allows local fishermen to auction their catch while still at sea, helping them respond to market demand more efficiently with less waste. Incomes have increased by up to 25% and the time-to-market has been cut by 70%. Now the team is scaling the solution to create new business models for the winemaking and transportation industries. Find out what cloud can do for your business. A smarter planet is built on smarter software, systems and services. Let’s build a smarter planet. /cloudsolutions/ukThis advert includes a visualisation of simulated data. IBM, the IBM logo,, Let’s Build a Smarter Planet, Smarter Planet and the planet icon are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at © 2012 IBM Corporation. All rights reserved.
  17. 17. LondonlovesBusiness.comCasis Media56 Buckingham GateLondonSW1E 6AET: 020 3394 1847E: