Cloud Service Providers in 2017:
The Rise of the Cloud Integrator
Kevin Linsell
Head of Service Development
February 2014
Agenda
Cloud Service Providers in 2017: The Rise of the Cloud Integrator
The Market Today
Market Challenges: The Cloud Service Provider View
Future Options
Cloud Integrator Explored
Our View of the Future
04
Market Positioning
Provider Revenue/ Size/ Scale
Small scale:
Startups etcLarge:
CC, IBM, SCC Savvis, Sungard RackspaceMid size:
Adapt Logicalis UK Control CircleAgile & responsive Crowded market Longevity risk
Established providers Personalised/ custom Compete with large
Target big customers Well established Less personal/ custom
Impersonal, inflexible Low cost, high perf. Broad appeal
Hyperscalers:
Amazon Google Microsoft
> Bespoke & custom options > Shared cloud services > Agility & ability to innovate > Flexible commercial options > Mid-sized – Enterprise base > Financial security & stability > Personal service relationship > Proven track record
05
Hot off the Press
According to a VERY recent survey of 102 UK businesses:
53
%
48
%
75
%
…do not believe that a single cloud provider is capable of meeting all of their requirements
…are planning to make big changes to their cloud(s) to accommodate their planned direction and growth in just the next 12 months
…do not feel that their cloud provider really understands their business
Market Challenges:
Customer Requirements
07
Security
> Regulatory vs. best practice > Proactive vs. reactive > Responsibilities
Availability
> Understanding impact on business > Affordability to business > Service vs Infrastructure
Performance
> Measuring > Justifying > AssuringService Quality
> Past experience > References > Business impactFlexibility
> Understanding > Partnership> One size does not fit all
Price
> Headline > Total cost > Complexity of comparingMulti Provider
> Incumbents > Commercial flex > Avoid lock-in09
Future Paths for Cloud Service Providers
> Build & offer services
> Differentiation becoming increasingly hard
> Larger providers decreasing price, increasing features
> Business acceptance of public cloud increases = commoditisation
Today’s
model
Drive a
lower price
> Compete on price against larger providers/ public cloud > Also need to compete on features> Decreasing scenarios of differentiation: EU sovereignty etc
> Blended model
> Focus on end customer service, take accountability
> Operate & manage across a multi-cloud environment
> Comparison tools and advisory services
Cloud
integrator
Broker/
aggregator
>> Broker a range of providers (like an insurance broker)Become a ‘shop window’> Relies on advisory services for repeat custom
011
Cloud Integrator Capabilities
> Hyperscalers
> Incumbent &/ or 3rd
party providers
> Own cloud services > On & off customer
premise capability > Dedicated environments > Legacy infrastructure > Reporting > Monitoring & management > Configuration management > Requests
> Capacity & performance > Billing
> Change Control
> Initial service placement > In-life service movement > Dynamic service movement > Requirements capture > Comparison tools > Cloud advisor
Provide services
from multiple
providers
Service
management
accountability
012
Capability Overview
Customer
Hyperscalers Incumbent/ 3rd Party Providers Service Provider Cloud On Premise Services Dedicated Services Legacy InfrastructurePortability
Service Management Accountability
013
Benefits
> Will service legacy solutions > Can expand to include incumbent/ 3rd party providers’ > Commercially flexible, able to blend all services &/ or transformations > Ability to compare > Understanding how requirements impact price > Broad options of providers > Security, performance, availability & DR criteria assessed > Granular selection; not one service fits all > Avoid lock-in > Confidence in solution > Justification through assessment transparency > One hand to shake > Partner rather than supplier > Understanding of business#3
Ongoing Advisory
Services
#1
Improved Price
Transparency
#2
Right Placement
of Services
#4
Service
Accountability
#5
Flexibility
014
Portability/
mobility
Challenges
> Capabilities & prices
changing frequently
> Pick which providers &
solutions to offer? > Technology diversity > Technicalities of monitoring multiple platforms > Reporting / billing integration is challenging > Commercial relationship not always possible > Different hypervisor technology (NetApp Project Shift, Abiquo, Cisco InterCloud etc.)
> Storage replication
(Amazon Direct Connect)
> Needs to be valued &
trusted
> Very difficult to
compare ‘apples with apples’ > Ideally should be an industry-wide approach > Adapt is working on an approach to be released to the open community for contribution & collaboration
Ability to keep
up with market
Service
management
Service selection
& comparison
015
Two elements:
o
Capturing requirements
o
Rating a cloud offering
Do both and you can match a requirement
to a solution…
Requirements: Keep it simple with 4
criteria:
1.
Performance
2.Availability
3.
Disaster Recovery
4.Security
Rating: Similar to the European ECO labels
o
ABC1, BAE3, etc
016
Will be releasing as a draft over the next 4-6 weeks
Looking for contributors
Intention to make this an open forum
All feedback welcome
Meet the Adapt team @ Stand 619!
Cloud Compare Framework: Next Steps
2017: Our View of the Future
>
Expect the unexpected; be prepared to change direction
>
What you sell today may be commoditised, superseded or niche
>
There is more than one route; no single route will be the right one
What will the role of IT in your
business look like in 2017?
Take part in our poll at
Stand 619
and enter the
draw to win an iPad Air
#CEE14
What’s your
view?
