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Deutsche Bank - Cloud computing. Clear skies ahead

Deutsche Bank - Cloud computing. Clear skies ahead

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Deutsche Bank - Cloud computing. Clear skies ahead
Deutsche Bank - Cloud computing. Clear skies ahead

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Published by: kentselve on Mar 01, 2012
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03/15/2012

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E-conomics
Digital economy and structural change
Cloud computing is designed to enable users to concentrate on their corecompetences.Cloud service providers advertise with their ability to delivermemory capacit
y and software over the Web whatever the user‘s location and
device, claiming they can rapidly adapt this to requirements. That way, userscan farm out peripheral business activities to specialised service providers.An ambiguous empirical picture is typical of a new market.Cloud computing iscurrently advancing more slowly than widely hoped. Resistance and structuralimpediments exist among both users and providers of cloud computing.Expectations often still not met.Following the launch of cloud computing, more
than half of Germany‘s Mittelstand (SME) businesses are not yet fully convinced
by the immediate results. Aside from the disillusionment typically associatedwith overblown expectations, the current reluctance to engage with cloudcomputing is motivated mainly by security concerns as well as by uncertaintyover which technical version will ultimately gain the upper hand.16% cloud usage rate at Mittelstand firms.At the beginning of 2011 cloudsolutions were used by only a minority of SME businesses. But for 2012 aquarter of companies have already drawn up specific plans for its use. More-over, the ratio is likely to increase in the course of this year.
 
Engagement with cloud rose appreciably in the course of 2011.Even though themajority of small and medium-sized businesses had still only addressed thepossibilities of cloud computing perfunctorily or not at all by the end of 2011,over the year they did begin to devote appreciably more attention to the subject.Companies are introduced to the topic through various channels. IT serviceproviders play an important part here, and will do so increasingly in future.Good medium-term market outlook.Within the space of five years the market isexpected to grow to EUR 9 bn in Germany and EUR 71 bn worldwide. It is quitepossible that, following the hype typical of a new business sector and sub-
sequent disillusionment, in a few years‘ time the term cloud computing will have
faded away again entirely. Yet the fundamental idea behind the buzzword
 –
 focusing on core business
 –
does stand a good chance in the medium-term ofbeing implemented more broadly in a world of globally organised value chains
 –
 regardless of the label that is then put on the product.
AuthorsStefan Heng+49 69 910-31774stefan.heng@db.comStefan Neitzel (techconsult)+49 561 8109-128stefen.neitzel@techconsult.de
 
EditorAntje StobbeDeutsche Bank AGDB ResearchFrankfurt am MainGermanyE-mail: marketing.dbr@db.comFax: +49 69 910-31877www.dbresearch.comManaging DirectorThomas Mayer 
March 1, 2012
 
Cloud computing
Clear skies ahead
 
Cloud Computing: Clear skies ahead
2 | March 1, 2012 E-conomics
Founded in 1992, techconsult GmbH are among the foremost market analysts inCentral Europe. Their strategic consultancy focuses on the information andcommunications technology (ICT) sector. On the basis of regular user andchannel surveys representative of their respective segments, it is possible todepict the quality and quantity of the ICT market. Experienced statisticiansguarantee the structure and evaluation of the surveys, while acknowledgedindustry experts vouch for the interpretation and practical application of theresults.HP creates new avenues for the meaningful use of technology by private
individuals, businesses, public authorities and communities. As the world‘s
biggest technology company, HP offers a comprehensive portfolio to help clientsachieve their objectives
 –
including solutions in the segments printing, personalcomputing, software, services and IT infrastructure.You will find more information on HP (NYSE: HPQ) at http://www.hp.com. Pressinformation and photographic material is arranged chronologically andthematically at www.hp.com/hpinfo/newsroom/.
Deutsche Bank Research is responsible for the Deutsche Bank Group‘s
economic analysis and advises the bank, its customers and stakeholders.DB Research tracks the trends of relevance to Deutsche Bank on the financialmarkets, in business and society, also examining the opportunities and risksthey entail.For more than ten years DB Research has investigated the impact oftechnological progress and innovation on business and society. You will findfurther information at www.dbresearch.com/technology/ 
 
Cloud Computing: Clear skies ahead
3 | March 1, 2012 E-conomics
Cloud computing is a very broad term which, despite various attempts at precisedefinition (see box 1), often remains nebulous
1
, floating somewhere in the wideexpanse between the flexible delivery of IT software and capacities through tointernet applications, collaboration software, video conferencing andSETI@home
2
. This hazy interpretation gives rise to often-overblown businessexpectations of cloud computing. Companies are told, for example, that cloudcomputing can save them nearly 80% of their IT energy costs.With all these positive expectations, however, the actual concept behind thebuzzword often gets lost. Basically, cloud computing takes the idea of IToutsourcing a stage further. The intention is to enable users to concentrate ontheir core competences and farm out peripheral parts of their operations tospecialised service providers. Cloud vendors advertise with the argument thatthey can make memory capacity and software available, for a charge, via the
Web whatever the user‘s location and equipment and that they can rapidly
adapt their services to requirements. They like to subsume these offers under
the heading ―Internet of services‖. Cloud users are motivated chiefly by
considerations of reducing their IT capacities, which are designed for the fewmoments of peak demand, and of converting some of this fixed expenditure intovariable costs.This study analyses the economic potential of cloud computing. The first partexamines the theory forming the basis of cloud technologies. Besides explainingthe most important terms and concepts, it identifies the main drivers andobstacles. The second section goes on to present empirical insights into cloud
computing at Germany‘s SME Mittelstand businesses. For an empirically
underpinned investigation, techconsult und HP Deutschland have designed a
―Cloud Index
 
Mittelstand‖, whose periodic waves of data collection also make it
possible to deliver an analysis over time. The concluding section of the studyevaluates the analytical and empirical findings and discusses the prospects forfurther development of the cloud computing market.
More than just a cloud formation
Depending on their deployment model, cloud computing services are divided asfollows into the two pure forms Public Cloud and Private Cloud and a compositeform, the Hybrid Cloud (see chart 2):
3
 
In the case of apublic cloudIT resources or software are provided by an
external supplier via the Web. Users‘ data and applications are all located
on the same physical infrastructure but with separate individual allocation. Inthis instance several users therefore share the cloud infrastructure.
With a
 
private cloudIT resources or software are customised to therequirements of a single user and provided exclusively to that user by anexternal provider or even from within the user company. In this case onesingle user therefore has exclusive use of the special cloud infrastructure.The distinction between this and traditional hosting is somewhat blurred.
1
See Heng, Stefan and Florian Schüler (2011). Cloud Computing: The term will disappear, but theidea will continue to catch on. Deutsche Bank Research. Talking Point. Frankfurt am Main.
2
One of the cloud computing projects to have captured considerable public interest isSETI@home. This is an internet-based public volunteer computing project with the aim ofidentifying signs of extraterrestrial intelligence from the overwhelming volume of data receivedfrom space.
3
See National Institute of Standards and Technology (2011). The NIST Definition of CloudComputing. Draft. And: Berlecon (2010). Das wirtschaftliche Potenzial des Internets der Dienste.Berlin.BITKOM definition of cloud computing
1
Germany‘s Federal Association for Information
Technology, Telecommunications and NewMedia, BITKOM, gives the following definition ofcloud computing in its cloud computing manual
―Leitfaden Cloud Computing: Was Entscheider wissen müssen‖ (Berlin 2010):
 
―Cloud computing is a way of delivering shared,
flexible and scalable IT services through non-firmly allocated IT resources over a network.Typical characteristics are real-time, metereddelivery as a self-service on the basis of internettechnologies charged according to use. Cloudcomputing thus enables users to reallocateinvestment expenditure to operating expenses.The IT services can cover applications,application development and operating
platforms and basic infrastructure.‖
 

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