Marketing Strategies of

Cloud Computing Services

Soumyajyoti Kundu (26)

PGDM-IB(2010-12)
SIMSR
 What is Cloud?
Software?
Is it only

Is it only
Hardware?

NO

Is it only a
offering?
offering?

service
product
Is it only a
Then…what is it?
A cloud is a pool of virtualized
computer resources
What Can it Do for me?
 Host a variety of different workloads
 Allow workloads to be deployed and scaled-out
quickly
 Support redundant, self-recovering, highly scalable
programming models
 Monitor resource use in real time to enable
rebalancing of allocations
What does it Consists?
Applicati

Network
ons

Equipment

CLOUD

Security
Networks
Storage Area
Market
Market Capitalization- $36 Billion in 2008
Expected by 2015- $160.2 Billion
This market comprises of
 Search Engines
 Communication Technology
 Codeless Application
Drivers
Shifting Technology/Efficiency frontier
Business Process Reengineering/Transformation
Prioritise Resource Allocation mechanism
Establish strong financial control & best practices
Access to competitively valuable resources
Gain Competitive advantage
Inhibitors
Orthodox Mindset
Privacy
Technology reliability
Lock In in terms of opportunity cost
Major Players
 Amazon
 IBM
 Google
 Microsoft Windows Azure
 Salesforce
 Sun Cloud Computing
Present

Strategies
Focus on New Cloud Business Model
 Mass-volume IT services market
 Private cloud as a licenses tool
 Virtual private cloud service
Contd..
New Engagement Tools for Retention
 Supplier Diversity & greater access to competitively
valuable resources
 Focus on Standardization & enable access to best
practices
 Separate SaaS & Cloud offerings
The Cloud Marketing Opportunities…
Short Term
New services-centric Tech Industry Ecosystem with
emergence of Aggregators
Expose the tech industry to more cyclical spending
patterns
Serve growing IT demands with shrinking IT spend
Opportunities contd…
Medium Term

Emergence of BPaaS in the Public Cloud

Shift from Traditional BPO to Dynamic BPO

Opportunities contd…
Long Term

Intercompany or Collaborative Cloud

Cloud Broker
Cloud Legacy application Integrator
Recommended Vendor Strategy
Target the appropriate segment of the cloud market-
Particularly SME’s
Select the middleware battlefield carefully
Anticipate a shrinking ERP implementation market-
Red Ocean formation
Shift from hardware sales to cloud service providers
Invest in hosting portfolio management, messaging,
and positioning
Thank you