natc 2013 - how to build & monetize the cloud by hemanth khandelwal, adobe
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NASSCOM Annual Technology Conference 2013 - How to build & monetize the cloud by Hemanth Khandelwal, AdobeTRANSCRIPT
Monetizing the Cloud Hemant Khandelwal
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About Me
Heads engineering for
eBooks – DRM hosted solution
ColdFusion suite – server, builder, mobile & cloud
Author of CFWACK
Driving SoMe strategy @Adobe
Started CrunchyFriday to build & encourage innovation
Blogs @ www.crunchyfriday.com
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What is Cloud?
Started in 1950s
With CPU time-sharing during mainframe days
Compute services
Storage services
Application & management tools
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Cloud Models
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Cloud Models
Public
Successful & available
Private
Gaining momentum
Over the next 12 months, 50% + enterprises will prioritize building internal private clouds
Hybrid
Limited to migrating workloads to AWS
2-3 yrs horizon for advanced hybrids & cloud-bursting capabilities
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Source - Forrester
Cloud Benefits (conventional wisdom)
Scalability & Elasticity
Flexibility & Agility
Manage complexity
Various cost model
Capital expenditure versus operating expenditure
Pay as you go
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What is actually happening!
Cost
Reaching a point of diminishing returns
Needs business transformation to increase returns
Instance utilization
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Source: Cloudyn
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How can Cloud provide strategic advantage?
Business Innovation
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Business Innovation
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Cloud services as Enabler
Combining the power of Mobile engagement
A healthcare company case
Post-acute care services in US
Mobile + cloud driving changes in business process & marketing process
Deliver business apps to enterprises
Steel fabrication company
Challenges managing customer relationship, supply-chain & documents
Cloud services are streamlining processes
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Mobile + Cloud Opportunities
Gaming & in-app purchase for consumers
Mobile advertising is $3 billion + market in US, 100% increase
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Business Agility
Leverage first mover advantage with cloud with accelerated time to market
Reduce time & cost
Quick experimentation & testing via cloud
Higher margins during early stages can lead to higher NPV
Competitive advantage
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Leverage BYOD/BYOS
Bring-Your-Own-Device/Service (BYOD/BYOS)
BYOD accepted in 50% + companies
Increasing trend towards BYOS
Consumerization of IT services
77% online adults use one personal online service like DropBox
Advantages
Improved employee satisfaction & performance
Penetrate enterprises where you do not exist
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Source: http://www.crunchyfriday.com/from-byod-to-byos-a-new-service-model-for-enterprise/
Superior Customer Experience
Personal fitness
Time, distance, pace, calories
Social
Analytics
18 m users
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Easier workflows
Lower entry cost, Latest
Customer insights
Purchase influencers, most used, highest satisfaction, segmentation, price elasticity
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Revenue Models
Cloud
Subscription
Flat fee
Pay per use
Per-click
Per-cycle
API usage
Resource Usage
Pre-paid, Post Paid
Cloud + Mobile
App store sales
Mobile advertising
In-app purchase
Freemium
Mobile commerce
Coupons/loyalty
Success Metrics
Average revenue per user (ARPU)
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Conclusion
Cloud must be used for strategic advantage
Future is trending towards cloud services delivered via mobile
Sustainable monetization models are possible
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