cloud company

TEEMUARINAwww.tarina.me

cloudcompany.cc

CLOUD

INTERNET

INFRASTRUCTURE

PLATFORM

APPLICATION

CLIENT

GoogleApp Engine

Amazon EC2

Google Apps

Google Chrome Android iPhone

SalesforceForce.com

Apple App Store

Amazon Web Services

Amazon S3

CLOUD COMPUTING

INFRASTRUCTURE

PLATFORM

APPLICATION

CLIENT

GoogleApp Engine

Amazon EC2

Google Apps

Google Chrome Android iPhone

SalesforceForce.com

Apple App Store

Amazon Web Services

Amazon S3

CLOUD COMPUTING

Ref: Guy Rosen

INFRASTRUCTURE

PLATFORM

APPLICATION

CLIENT

GoogleApp Engine

Amazon EC2

Google Apps

Google Chrome Android iPhone

SalesforceForce.com

Apple App Store

Amazon Web Services

Amazon S3

CLOUD COMPUTING

Ref: Zenoss (Q2 2010)

INFRASTRUCTURE

PLATFORM

APPLICATION

CLIENT

GoogleApp Engine

Amazon EC2

Google Apps

Google Chrome Android iPhone

SalesforceForce.com

Apple App Store

Amazon Web Services

Amazon S3

CLOUD COMPUTING

Ref: Distimo (January 2011)

Apple App Store Google Android Nokia OVI

43000

135000

314000APPLICATION

STORE MARKETS

INFRASTRUCTURE

PLATFORM

APPLICATION

CLIENT

GoogleApp Engine

Amazon EC2

Google Apps

Google Chrome Android iPhone

SalesforceForce.com

Apple App Store

Amazon Web Services

Amazon S3

CLOUD COMPUTING

Ref: Canalys (2011)

Google Nokia Apple RIM Microsoft Other

2.9%3.1%

14.4%16.0%

30.6%32.9%

WORLDWIDE SMARTPHONE SALESBY OS VENDOR

Q4 2010

CLOUD COMPUTING

Widespread adoption of cloud computing could give the top five EU economies a 763€ billion ($1tn) boost

over five years and create 2.4 million jobs.– Centre for Economics and Business Research (CEBR) report, Dec 2010

Transparency

Network Organization

Cloud Computing

Distributed Worksforce Peer-production

Crowdsourcing

CLOUD COMPANY

20th CENTURY PRACTICESFOR 21st CENTURY WORK

WORK TODAY IS INTERRUPTEDAT LEAST EVERY 15 MINUTES

3-4 hours impulsively answering emails

0.5-2 hours on irrelevant phone calls

2-4 hour pointless meetings

0.5-1 hours hallway interruptions

X ∞ hours IT problems

WHERE WE SPEND OUR DAYS...

IN ALL PHYSICAL MEETINGSTHERE ARE MORE OR LESS

THE WRONG PEOPLE PRESENT.

Ref: Esko Kilpi

IN DIGITAL WORKING ENVIRONMENTSTHERE COULD BE MORE OR LESSTHE RIGHT PEOPLE PRESENT.

DIGITALLY DISTRIBUTED

COMMUNICATION COORDINATION RESPONSIBILITY✖ ✖

ALL EFFECTIVE MANAGEMENT & COLLABORATION TODAY IS

Ref: Esko Kilpi

DIGITAL DECENTRALIZATION LEADS TO A

CLOUD COMPANY

TechnologyPlatforms

CommunicationPractices+

Distributed & Transparent

TOOLS CULTURE

COMMUNICATIONPARADIGM SHIFT

WHAT SEQUENCE?

BEFORE

• Point-to-point

• Pre-defined & predictable

WHAT CONTEXT?

NOW

• Context-based

• Self-organizing & adaptive

• E.g. social software• E.g. telefax, phone, email

Infrastructure

Workforce: Collaboration

DISTRIBUTED TECHNOLOGY PLATFORMS

Ideas: Innovation

Computing: Automation

Sales, Marketing, Support: Interactions

Storage: Information BusinessInfrastructure

... ... ...

S3

Dropbox

Ref: In collaboration with Pasi Mäenpää / Elisa

APPLICATION PHONES & TABLETSCloud-based platforms for personalized work environment customization.

PERSONAL KNOWLEDGE MANAGEMENT

Connections

Interactions

Sharing

IS HERE

EFFECTIVE KNOWLEDGE WORK TODAY

AN ORGANIC ENTERPRISE...

Blogs & CommunitiesReflection in and on action.

Feeds, Search & APIsSocially filtered sensory input.

Wiki & Shared WorkspacesConnecting reflections.

Social NetworkingOptimizing communication

flows and social interaction.

Muscles = Resources and Funding.Operative Technologies

Business process backbone.

Spirit = Values and Vision.

Skeleton

Senses

Neural Network Brain

Blood system

Industry controlled & led

Organic &community led

Open

Closed

Dig

ita

l b

usi

ne

sse

nv

iro

nm

en

t

Social & economic value creation

Safe Havens

MiddleKingdoms Youniverse

Ref:

...IN A DIGITAL BUSINESS ECOSYSTEM

CLOUD COMPANY MANIFESTOCloud is a metaphor for the internet and Cloud Computing is the metaphor for a technological paradigm shift in the way how we utilize software and information.

Technology enthusiastics are often pushing an idea based on Technological Determinism, that this new technology alone would drive the development of organizational practices, culture and behavior. However the influence and importance of culture and people cannot be underestimated. Media theorist Marshall McLuhan famously said that "We shape our tools. And then our tools shape us."

What the cloud is shaping is our forms of organization, intertwingled by technology and culture. The cloud will dramatically lower the transaction costs of doing business. As companies decentralize various layers including infrastructure, R&D, marketing and sales, they eventually empower a new form of organization to emerge: the company as a cloud. What we don’t yet understand is how to design and shape such an organization, from both operational, technological and cultural perspectives. Our future might as well depend on it.

In the Cloud, November 2010Teemu Arina

TEEMU ARINAwww.tarina.meteemu@dicole.com

cloudcompany.cc

tar1na

Thanks to:

Pasi Mäenpää / ElisaEsko KilpiMikko Kaipio / DicoleJuhani AnttilaPetra Salminen / DicoleSami Viitamäki / DIEGO