"what will it take to cross the chasm"
DESCRIPTION
Executive style presentation to accompany industry analysis on consumer cloud storage, focusing on the needs of consumers in regards to migrating to complete cloud stroage versus hybrid solutions.TRANSCRIPT
What will it take to “Cross the Chasm”?THE CONSUMER CLOUD STORAGE INDUSTRY &THE ADOPTION OF EXCLUSIVE CLOUD STORAGE
Agenda• Overview
• Industry: Then and Now
• Frameworks
• Consumer X Profile
• Recommended Action Items
OverviewIndustry: Consumer Cloud Storage
Big Question – What will it take for consumers to transition completely to the cloud
– i.e. what will it take for consumer cloud storage crossing the chasm
Frameworks– Crossing the Chasm– Competitive Position Compass
Fundamentally, the concept of cloud computing today is the same as it was when first created – rapid access to digital data stored in an on or off premise server, accessed via network cables or in today’s age of technology, via the internet.
What is Cloud Computing?
1950 1960 1970 1980 1990 1995 2000 2005 2008 2010 2012
Invention of first hard
drive 1953 by IBM
Only 5 MB
First hard drive to
break 1GB capacity
First 250 MB hard disk in 1979
Average hard drive
capacity 40 MB
http://royal.pingdom.com/2010/02/18/amazing-facts-and-figures-about-the-evolution-of-hard-disk-drives/http://www.statista.com/statistics/200551/global-sales-figures-of-hard-disk-drives-from-4th-quarter-2010/
2007 First 1 Terabyte
hard drive introduced
2008 First 2 Terabyte hard drive introduced
2011 First 4 Terabyte hard drive introduced
157 million global
shipments of hard drives(down from previous 2
years)
In 2002 Amazon
introduced Amazon Web
Services
Salesforce.com launched first SaaS in 1999 on the cloud
Facebook launched in 2004, introducing social use of the cloud
Google Apps launched in 2009,
introducing content creation
on the cloud
Amazon launched Elastic Cloud
Computing (EC2) and Simple Storage Services (S3)
TheInternetArrives!
Industry: Then & Now
Cloud computing coined in 1961
by John McCarthy
Cloud computing coined in 1961
by John McCarthy
Cloud computing coined in 1961
by John McCarthy
FrameworksTechnology Adoption Lifecycle
Innovators EarlyAdopters
Pragmatists Conservatives Laggards
2%
15%
34% 34%
15%
FrameworksCompetitive Position Compass
Value BasedTraditional
Product Oriented vs. Market Oriented
Consumer X Occupation: Doctor
Age: 28
Lifestyle: Active, on-the-go, average understanding of technology
Cloud devices: Laptop, iPad, iPhone, Nook Color, Google drive and an External Hard Drive
Current Digital Storage Needs: 761 GB
Stored On Premise: ~600 GB
Stored on Cloud: ~150 GB
Household Digital Storage Needs: 2231 GB
Average Household Capacity: 464 GB
Concerns with the Cloud: Accessibility, Recovery and Privacy
“I would totally move to the cloud if they could guarantee that my content was recoverable if something were to happen to the cloud. What if it goes down and I lose all my stuff?
Actionable Items3 Steps Cloud Service Providers Should TakeStep 1: Provide Evidence
• Provide each segment of the Technology Adoption Life Cycle evidence in support of cloud storage and convince consumers why they should move exclusively to the cloud – Meet segment demands
– Use values from Competitive Position Compass to identify appealing forms of support
Step 2: Establish Competitive Position• Identify direct competitor in the market – Differentiate from them
– This feeds directly to the Pragmatist appetite for market oriented thinking and competition
Step 3: Package a “Whole Product”• Consider demands for supplemental and complimentary products and services
around consumer cloud storage That is what the early majority users want– Identify complimentary products or services to further integrate consumer cloud storage into
business and personal day to day activities
• Ex. Google Drive used to share documents across physical devices
QUESTIONS?