Welcome!

Agile Computing Authors: Yeshim Deniz, Pat Romanski, Elizabeth White, Liz McMillan, Larry Alton

Related Topics: @CloudExpo

@CloudExpo: Article

The Business Value of Cloud Computing

Ultimately, the value of cloud is far greater than a tactical focus on technology and operating costs

Cloud computing is the hottest topic in IT. Gartner ranks cloud in the #1 spot of its list of top 10 strategic technology topics. It is the overriding theme at most industry conferences this year. Projections of cloud revenue growth rates in the high double digits further underscore the relevance of the topic.

Yet today’s discussions of cloud computing only hint at its full potential. Like the early days of e-business and the introduction of SOA, cloud is in its infancy, with its promise still to be fully realized. Advocates of cloud are limiting their focus to tactical cost benefits and efficiency gains on the IT infrastructure side, but the real benefit of cloud computing will be realized within the context of future developments that will shape the course of IT. When combined with these developments, cloud computing will become part of an innovation that changes everyday life.

A Platform for Collaboration
Cloud computing will become the foundation for new forms of collaboration and cooperation within a company that break down barriers that separate individual departments, isolate specialist areas and IT organizations, and divide companies from customers and business partners. By breaking down these barriers, more people, more expertise and more business information will be brought together to create more dynamic and effective organizations.

The dynamic expansion of cooperation and collaboration, supported by the concept of cloud computing, will be driven by business needs and by changes within business organizations. This pattern of expansion has been true for every transformative IT development in recent history.

For instance, the replacement of the mainframe by the client/server model as the dominant computer architecture in the 1980s can be traced back to management's desire to establish a divisional or department-oriented organizational structure. The success of the internet/web as a communication infrastructure for businesses was directly related to the division of work in a globalized economy. By contrast, the relatively slower adoption of SOA in the years immediately after its introduction demonstrates that even excellent technical ideas fail to achieve a (rapid) breakthrough if the corresponding business driver is missing.

Consumer-Driven Cloud
Cloud computing offers that business driver by advancing the goals of cooperation and collaboration within a cost-effective and easily scalable model. Within businesses worldwide, the expansion of forms of cooperation and collaboration is already taking place. Gartner calls this phenomenon and its further evolution “extreme collaboration.”

In turn, this expansion has been triggered by changes taking the consumer segment by storm. The expansion of cloud computing to power collaboration in the consumer market is closely linked with names like Facebook, Twitter, Wikipedia, Google, Apple and Amazon. With names synonymous with technological progress and innovation, these companies are successfully demonstrating what cloud computing can do—even if they rarely use the term “cloud” themselves.

These companies are proving every day—in an extremely difficult and demanding consumer market environment—that the use of IT does not have to be subject to any location or time constraints. All that is needed to access an impressive array of services and communication applications are web capability and internet access. Nearly endless IT resources in the provider's data center are ready to switch on and off automatically as needed. Highly efficient virtualization concepts for separating technical levels and workload processes, combined with a modular, expandable data center design that is based on standardized system blocks, establish the necessary conditions to deliver communication and collaboration capabilities to users across the globe.

These businesses and smaller service platforms such as Foursquare, emphasize the benefits of active user participation in various ways. They bring like-minded people together (social networking through Facebook), support working together (social collaboration through wikis and blogs), guarantee standardized access to information (social publishing with Flickr, YouTube and slideshare.com) and generate feedback (social feedback with Amazon). All the examples mentioned above have two things in common. First, they focus on users and their needs and are streamlined for communication and collaboration. Second, they establish a comfortable user environment with the cloud computing operational model. Where and how the infrastructure to support this model exists, let alone IT infrastructure scalability issues, are not a concern for customers.

Cloud Use in Business: Tactics and Beyond
Cloud services increasingly are being offered for companies at different levels—from server and storage, to applications such as e-mail or office programs, even to specialized applications. Instead of operating their own data centers, businesses can consume and pay for services as needed. Growth rates in the high double digits document the interest in this option. Cloud revenues in the enterprise sector are expected to quadruple to about $11.4 billion by 2015.

The consumption of cloud services promises greater flexibility in the face of changing needs compared to investing a company's own resources in planning, implementing and operating technology themselves. Anyone who has seen the reaction of a CIO when told that more than 200 additional users need to access an application or server will understand the more tactical business drivers for cloud. Although cloud services provide an easy and cost-effective way to scale quickly and gain additional resources, CIOs are significantly missing out on the true potential of cloud computing if they limit their perspective to this use. Separating access to IT resources from their physical location enables companies to finally cash in on the promise to focus on and involve the user by supporting new and innovative forms of collaboration.

Apple established a cloud-based ecosystem around its iPhone business. The company itself provides an excellent end-user device and an appealing marketing and payment platform through which the consumer can access applications for the iPhone. Apple then allows application developers to share in the success without having to deal with the nuisance of running an online shop organizing payment transactions. Apple supports these activities through its online App Store and iTunes platforms—and makes money in the process.

Sometimes a company's own customers encourage it to open up to “crowdsourcing,” a term coined by Jeff Howe about five years ago and seen in the case of Lego, the world’s fourth- largest toy manufacturer. The Danish company approaches its customers openly through its “Mindstorms” project, where every interested Lego fan has access to a variety of design tools, message boards and other features to create their own models, publish model designs in the Lego community and develop them further as a group. Awards are given to the best domestic, exotic, most creative, and most interactive toys.

The Mindstorms project is considered a blueprint for successful customer participation. Throughout the business world, numerous open-source projects are also proof that groups can organize their work on products online, independent of location and time. In its simplest form, a growing number of companies are inviting their customers to "friend" them—to use popular social networking jargon—to share their ideas, opinions and wishes.

Strategy and Opportunity
Economists like to place the concept of social computing and crowdsourcing in the context of theories presented by British economist and Nobel Prize winner Ronald Harry Coase in "The Nature of a Firm." In the end, business decisions revolve around the following question: Under which conditions should a company invest its own effort or outsource it to a third party? The internet has significantly reduced the cost of collaboration, and the cost of coordination and communication. The operational model of cloud computing further reduces this initial hurdle because of the easy and flexible way companies can access IT services independent of location or time.

In principle, bringing together the cloud and crowd opens up excellent opportunities to more effectively divide up complex tasks and projects into smaller segments, work on them independently, and then merge them back together again. According to the Gartner list mentioned above, social communication and collaboration—along with cloud computing and mobile applications/media tablets —round out the three most important strategic technologies to watch in 2011. Gartner predicts that the majority of enterprise applications will have integrated social computing technologies by 2016. At a conference on developments in enterprise customer relationship management, Gartner analyst Adam Sarner even put forward the theory that these activities are taking the internet back to its original idea of user collaboration and participation.

But opportunities exist in more than just improved business results, as some theorists have proposed. They can also be found in the area of intra-organizational information and communication processes. Potential areas of application for new types of cooperation can be quickly identified in every layer and operational level of a business.

For instance, in a manufacturing firm, sharing among product and process experts, department heads, customers and partners in the planning process establishes an excellent basis for addressing customer needs with product improvements. It also accelerates product development and delivery. Equipping staff with mobile end devices guarantees that coordination and decision-making happen in real time. This real-time management enables smooth transitions by allowing anyone to enter or quit the interaction at any time. A variety of internal and external participants work together, without organizational or geographic barriers, to introduce operational improvements and process optimizations to the service portfolio. Instead of having to spend precious time requesting information from individual departments within a company or compiling results, they are simply "there."

The result: The company saves time and money, delivers better products and ultimately strengthens its competitive power. For this reason, it is in a CIO’s best interests to adapt social computing technologies and extreme collaboration applications to IT-supported processes.

Cloud Cautions: the Crippling Effect of "Standard"
The goal of gaining greater agility and flexibility in IT is not fundamentally new, and helping companies achieve that goal has been the promise of many technology developments preceding cloud. Companies should apply the lessons learned from prior technology initiatives in their exploration of cloud computing.

In the past, many technically-motivated IT concepts have failed to reach their full potential on the application side (supply chain management, customer relationship management, and lean production) or on the program level (SOA) when faced with the reality of a traditional application approach. One reason for this failure is that when searching for the most comprehensive support for business processes, the majority of companies decided establish a long-term partnership with a provider of enterprise resource planning systems, such as SAP or Oracle. Because of the process support they provide along every service and value chain, standard systems promise maximum efficiency when compared with a combination of specialized solutions from different providers. Application function and process management are firmly interwoven.

But companies pay for the advantage of a high level of integration with a loss of flexibility, which is a prerequisite for the dynamic agility expected in today's business world. Without flexibility, with every process change businesses are obligated to spend time and money on customization projects with IT specialists realigning segments of the standard software. The diversity and breadth of the standard software market in all its various categories are ultimately expressions of the inherent contradiction between standard and flexibility.

Today, the market clearly favors agility and speed over standard systems and integration. Businesses need an open platform to counter the crippling effects of rigid application systems once and for all, and to lay the groundwork for agile forms of working and the organization of processes. The starting points for such a platform are, first, a consistent separation of process design and management from the content of standard business software. Second, this platform must include the concepts of social media/crowd computing for designing and managing company processes.

Cloud Computing Complements Business Process Management
Cloud computing is also a natural complement to business process management (BPM). Collaboration is essential for the modern goals of BPM, which requires cooperation across the enterprise. To achieve this collaboration and cooperation, a process and integration platform is needed that follows the entire lifecycle—all the way from modeling a process to executing it within a software runtime—of a business process with a uniform architecture philosophy and a semantic metadata model. Only then can an organization bridge the existing gap of understanding between business and technical IT around BPM. With the collaborative approach of model-to-execute, business process models created by process designers can be transferred into executable services in the IT and application landscapes with a high degree of automation. Changes made by any stakeholder are immediately transparent at every work level. The integration of performance data from technical monitoring with key business process indicators creates the basis for collaborative dashboarding to enable ad hoc and joint decision-making when facing new market challenges or disruptions.

Along with a common understanding at the content level, having access without constraints to business processes and tool environments is beneficial for realistic collaboration scenarios. This is where the cloud computing model comes into play. Similar to social media platforms, users can invite each other to collaborate on BPM-related projects on short notice, regardless of their location. A web front end is all that is needed to share process knowledge and models, compare them and develop them further as a community.

Using cloud computing to simplify the collaboration between process stakeholders is a key success factor for improving flexibility and quickly adapting business processes to address constantly changing market conditions. A business process can be modeled, prototyped and tested quite easily in the cloud. Whether the services and applications are run in the cloud later or on a traditional in-house system is irrelevant. Without a doubt, businesses have greater access to specialized application services through the cloud computing model. Therefore, all data and services will need to be incorporated transparently in a complete process design from the operational side—independent of location and origin.

The combination of BPM, collaboration and cloud will inevitably lead to a radical change in how businesses deal with standard software—a change that is even anticipated to surpass the switch from mainframe/host-based solutions to the client/server model. Instead of a centralized purchase of complete solutions, the customization of process logic for businesses will be managed outside application functions.

Providers of standard software must attempt to loosen the deep integration of their software and offer more small-scale application content. Only then will application providers open up the full potential of cloud computing. Unfortunately, by dominating the current discussion with technical concerns, some software companies are successfully distracting from the actual requirements context. Transferring a traditional ERP model into a cloud deployment might help increase efficiency in that regard, but that doesn't resolve the fundamental contradiction between standard software and process flexibility – it just hides it behind a cloud.

Ultimately, the value of cloud is far greater than a tactical focus on technology and operating costs. When utilized to collaborate on process design and other essential business tasks, cloud computing will be a source that powers the transformation to becoming a fully digital enterprise.

More Stories By Wolfram Jost

Dr. Wolfram Jost is Chief Technology Officer for Software AG. He is responsible for Research & Development as well as Product Management and Product Marketing. Dr. Jost has written numerous articles for books and magazines and has co-authored more than 10 specialist books.

Comments (1) View Comments

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


Most Recent Comments
christianverstraete 02/13/12 10:29:00 AM EST

Cloud has many aspects of which you addressed some. I like your approach to go beyond just the replacement of your datacenter as this is truly what I also advocate. I'm currently running a series on the business aspects of cloud here . There I also discuss how and where to take your applications as this is a question I often receive from customers.

@ThingsExpo Stories
SYS-CON Events announced today that MIRAI Inc. will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MIRAI Inc. are IT consultants from the public sector whose mission is to solve social issues by technology and innovation and to create a meaningful future for people.
SYS-CON Events announced today that IBM has been named “Diamond Sponsor” of SYS-CON's 21st Cloud Expo, which will take place on October 31 through November 2nd 2017 at the Santa Clara Convention Center in Santa Clara, California.
SYS-CON Events announced today that TidalScale will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. TidalScale is the leading provider of Software-Defined Servers that bring flexibility to modern data centers by right-sizing servers on the fly to fit any data set or workload. TidalScale’s award-winning inverse hypervisor technology combines multiple commodity servers (including their ass...
Join IBM November 1 at 21st Cloud Expo at the Santa Clara Convention Center in Santa Clara, CA, and learn how IBM Watson can bring cognitive services and AI to intelligent, unmanned systems. Cognitive analysis impacts today’s systems with unparalleled ability that were previously available only to manned, back-end operations. Thanks to cloud processing, IBM Watson can bring cognitive services and AI to intelligent, unmanned systems. Imagine a robot vacuum that becomes your personal assistant tha...
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.
Infoblox delivers Actionable Network Intelligence to enterprise, government, and service provider customers around the world. They are the industry leader in DNS, DHCP, and IP address management, the category known as DDI. We empower thousands of organizations to control and secure their networks from the core-enabling them to increase efficiency and visibility, improve customer service, and meet compliance requirements.
As popularity of the smart home is growing and continues to go mainstream, technological factors play a greater role. The IoT protocol houses the interoperability battery consumption, security, and configuration of a smart home device, and it can be difficult for companies to choose the right kind for their product. For both DIY and professionally installed smart homes, developers need to consider each of these elements for their product to be successful in the market and current smart homes.
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
Most technology leaders, contemporary and from the hardware era, are reshaping their businesses to do software. They hope to capture value from emerging technologies such as IoT, SDN, and AI. Ultimately, irrespective of the vertical, it is about deriving value from independent software applications participating in an ecosystem as one comprehensive solution. In his session at @ThingsExpo, Kausik Sridhar, founder and CTO of Pulzze Systems, will discuss how given the magnitude of today's applicati...
Smart cities have the potential to change our lives at so many levels for citizens: less pollution, reduced parking obstacles, better health, education and more energy savings. Real-time data streaming and the Internet of Things (IoT) possess the power to turn this vision into a reality. However, most organizations today are building their data infrastructure to focus solely on addressing immediate business needs vs. a platform capable of quickly adapting emerging technologies to address future ...
SYS-CON Events announced today that mruby Forum will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. mruby is the lightweight implementation of the Ruby language. We introduce mruby and the mruby IoT framework that enhances development productivity. For more information, visit http://forum.mruby.org/.
Digital transformation is changing the face of business. The IDC predicts that enterprises will commit to a massive new scale of digital transformation, to stake out leadership positions in the "digital transformation economy." Accordingly, attendees at the upcoming Cloud Expo | @ThingsExpo at the Santa Clara Convention Center in Santa Clara, CA, Oct 31-Nov 2, will find fresh new content in a new track called Enterprise Cloud & Digital Transformation.
SYS-CON Events announced today that NetApp has been named “Bronze Sponsor” of SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. NetApp is the data authority for hybrid cloud. NetApp provides a full range of hybrid cloud data services that simplify management of applications and data across cloud and on-premises environments to accelerate digital transformation. Together with their partners, NetApp emp...
In a recent survey, Sumo Logic surveyed 1,500 customers who employ cloud services such as Amazon Web Services (AWS), Microsoft Azure, and Google Cloud Platform (GCP). According to the survey, a quarter of the respondents have already deployed Docker containers and nearly as many (23 percent) are employing the AWS Lambda serverless computing framework. It’s clear: serverless is here to stay. The adoption does come with some needed changes, within both application development and operations. Tha...
SYS-CON Events announced today that Avere Systems, a leading provider of enterprise storage for the hybrid cloud, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Avere delivers a more modern architectural approach to storage that doesn't require the overprovisioning of storage capacity to achieve performance, overspending on expensive storage media for inactive data or the overbui...
SYS-CON Events announced today that Avere Systems, a leading provider of hybrid cloud enablement solutions, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Avere Systems was created by file systems experts determined to reinvent storage by changing the way enterprises thought about and bought storage resources. With decades of experience behind the company’s founders, Avere got its ...
Amazon is pursuing new markets and disrupting industries at an incredible pace. Almost every industry seems to be in its crosshairs. Companies and industries that once thought they were safe are now worried about being “Amazoned.”. The new watch word should be “Be afraid. Be very afraid.” In his session 21st Cloud Expo, Chris Kocher, a co-founder of Grey Heron, will address questions such as: What new areas is Amazon disrupting? How are they doing this? Where are they likely to go? What are th...
As hybrid cloud becomes the de-facto standard mode of operation for most enterprises, new challenges arise on how to efficiently and economically share data across environments. In his session at 21st Cloud Expo, Dr. Allon Cohen, VP of Product at Elastifile, will explore new techniques and best practices that help enterprise IT benefit from the advantages of hybrid cloud environments by enabling data availability for both legacy enterprise and cloud-native mission critical applications. By rev...
Recently, REAN Cloud built a digital concierge for a North Carolina hospital that had observed that most patient call button questions were repetitive. In addition, the paper-based process used to measure patient health metrics was laborious, not in real-time and sometimes error-prone. In their session at 21st Cloud Expo, Sean Finnerty, Executive Director, Practice Lead, Health Care & Life Science at REAN Cloud, and Dr. S.P.T. Krishnan, Principal Architect at REAN Cloud, will discuss how they b...
SYS-CON Events announced today that SkyScale will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. SkyScale is a world-class provider of cloud-based, ultra-fast multi-GPU hardware platforms for lease to customers desiring the fastest performance available as a service anywhere in the world. SkyScale builds, configures, and manages dedicated systems strategically located in maximum-security...