Welcome!

Agile Computing Authors: Pat Romanski, Liz McMillan, Yeshim Deniz, Elizabeth White, Paul Simmons

Related Topics: @CloudExpo, Java IoT, Microsoft Cloud, Containers Expo Blog, Agile Computing, Cloud Security, @DXWorldExpo, SDN Journal

@CloudExpo: Article

Cloud Business Models of the (Near) Future

Evolving Cloud Broker Models

The cloud is often touted as the answer to all our problems. It offers countless possibilities, from increased agility and reduced costs for enterprises, to a revenue lifeline for service providers as they take their first steps toward becoming a cloud broker. The cloud broker model can give service providers the chance to avoid commoditization by repackaging their own offerings together with cloud services and selling these to customers.

But cloud brokers beware. There's a risk of being a jack of all trades and master of none. It's crucial to ensure that a cloud offering is designed to meet the needs of a specific market. For example, enterprises and small/medium sized businesses (SMBs) will hardly subscribe to all cloud services from a single provider. So which approach is best for which target market?

Serving the needs of SMBs
For telcos with access to a large number of customers in the SMB space, the Software-as-a-Service (SaaS) broker is the best way to go. This allows telcos to leverage their broad customer access and sell SaaS applications to SMBs in addition to their carrier portfolio. SMBs will not only expect consolidated provisioning and billing but also an aggregation of services and federation of data across multiple SaaS applications provided by the broker.

CloudItalia, a company combining telecommunication and cloud computing services specifically dedicated to small and medium enterprises in Italy, as an example, is offering a core set of services that are vertically focused and aimed specifically at the SMB customer segment. This approach is all about providing pre-packaged services that, as much as possible, are a `no brainer' for SMBs to work with. MashApp tools are critical here. They provide the capability to build services by creating mash-ups of the business applications SMBs are most likely to require such as Saleforce.com. Together with orchestration tools this allows users to build the exact services they require. Because the cloud service provision component is based on the company's existing telecom business with its own network, this gives CloudItalia's customers particular benefits.

Forrester's Forrsights survey data showed that at the end 2012, on average nine different SaaS applications were used at the same time in a single business. This will increase to 13 by the end of 2013. This requires a higher automation of billing and integration among all SaaS applications used, including a flexible subscription approach for individual employees. All of these challenges are potential value propositions for future SaaS brokers.

The enterprise approach
Enterprises seriously moving to cloud infrastructure require a mixture of multiple cloud infrastructure services, very likely from multiple providers. Systems integrators (SIs) and dedicated cloud infrastructure providers will get the most out of becoming Infrastructure-as-a-Service (IaaS) brokers. Providing dynamic sourcing across public, virtual private and private clouds, this broker model leverages temporary spare capacity on-premise and combines it with spot price offerings of virtual private or public cloud providers. Cloud infrastructure offerings vary by reliability, price, local presence of data centers, legal compliance, performance and many other characteristics. SIs can retain or establish customer relationship with these enterprise buyers by offering the full portfolio of their own cloud services and reselling public cloud IaaS from others. Infrastructure broker services add a unique value and make the multi-provider portfolio consumable.

According to Forrester's Forrsights Hardware Survey, nine percent of all enterprises today use a hybrid cloud infrastructure, mixing a private cloud with an external cloud provider. This number is expected to increase to 26 percent by 2015, and Forrsights data indicates that half of that group will be using sophisticated cloud management such as policy-driven provisioning. This group will drive the adoption of infrastructure broker services in the future.

A unified future
It is possible that a single company might deliver multiple cloud broker models, as a ‘unified cloud broker.' A sophisticated business process-driven provisioning framework, which supports the dynamic sourcing of both infrastructure and SaaS applications, would obviously provide a huge synergy for providers looking forward to a unified cloud broker. Technology vendors and their ecosystem of partners are getting ready to deliver this spectrum. However, it takes a cloud provider at least a year to merge discrete broker services into a unified cloud broker business model and technology stack. This is one reason that we are yet to see any unified cloud broker offerings on the market. But watch this space, it won't be long. At that time, the cloud's countless possibilities will be much more of a reality.

More Stories By Matt Davies

Matt Davies is senior director of product marketing at Cordys, the enterprise cloud platform. He is involved in all areas of product messaging, technical positioning, communication both internal and external regarding Cordys products, and helping shape where the Cordys strategy goes next. He is on Twitter @mattdavies_uk.

@ThingsExpo Stories
With tough new regulations coming to Europe on data privacy in May 2018, Calligo will explain why in reality the effect is global and transforms how you consider critical data. EU GDPR fundamentally rewrites the rules for cloud, Big Data and IoT. In his session at 21st Cloud Expo, Adam Ryan, Vice President and General Manager EMEA at Calligo, examined the regulations and provided insight on how it affects technology, challenges the established rules and will usher in new levels of diligence arou...
Organizations planning enterprise data center consolidation and modernization projects are faced with a challenging, costly reality. Requirements to deploy modern, cloud-native applications simultaneously with traditional client/server applications are almost impossible to achieve with hardware-centric enterprise infrastructure. Compute and network infrastructure are fast moving down a software-defined path, but storage has been a laggard. Until now.
Digital Transformation is much more than a buzzword. The radical shift to digital mechanisms for almost every process is evident across all industries and verticals. This is often especially true in financial services, where the legacy environment is many times unable to keep up with the rapidly shifting demands of the consumer. The constant pressure to provide complete, omnichannel delivery of customer-facing solutions to meet both regulatory and customer demands is putting enormous pressure on...
Dion Hinchcliffe is an internationally recognized digital expert, bestselling book author, frequent keynote speaker, analyst, futurist, and transformation expert based in Washington, DC. He is currently Chief Strategy Officer at the industry-leading digital strategy and online community solutions firm, 7Summits.
IoT is at the core or many Digital Transformation initiatives with the goal of re-inventing a company's business model. We all agree that collecting relevant IoT data will result in massive amounts of data needing to be stored. However, with the rapid development of IoT devices and ongoing business model transformation, we are not able to predict the volume and growth of IoT data. And with the lack of IoT history, traditional methods of IT and infrastructure planning based on the past do not app...
"Akvelon is a software development company and we also provide consultancy services to folks who are looking to scale or accelerate their engineering roadmaps," explained Jeremiah Mothersell, Marketing Manager at Akvelon, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
DXWorldEXPO LLC, the producer of the world's most influential technology conferences and trade shows has announced the 22nd International CloudEXPO | DXWorldEXPO "Early Bird Registration" is now open. Register for Full Conference "Gold Pass" ▸ Here (Expo Hall ▸ Here)
More and more brands have jumped on the IoT bandwagon. We have an excess of wearables – activity trackers, smartwatches, smart glasses and sneakers, and more that track seemingly endless datapoints. However, most consumers have no idea what “IoT” means. Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be. We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smart...
IoT is rapidly becoming mainstream as more and more investments are made into the platforms and technology. As this movement continues to expand and gain momentum it creates a massive wall of noise that can be difficult to sift through. Unfortunately, this inevitably makes IoT less approachable for people to get started with and can hamper efforts to integrate this key technology into your own portfolio. There are so many connected products already in place today with many hundreds more on the h...
Here are the Top 20 Twitter Influencers of the month as determined by the Kcore algorithm, in a range of current topics of interest from #IoT to #DeepLearning. To run a real-time search of a given term in our website and see the current top influencers, click on the topic name. Among the top 20 IoT influencers, ThingsEXPO ranked #14 and CloudEXPO ranked #17.
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...
As data explodes in quantity, importance and from new sources, the need for managing and protecting data residing across physical, virtual, and cloud environments grow with it. Managing data includes protecting it, indexing and classifying it for true, long-term management, compliance and E-Discovery. Commvault can ensure this with a single pane of glass solution – whether in a private cloud, a Service Provider delivered public cloud or a hybrid cloud environment – across the heterogeneous enter...
The Jevons Paradox suggests that when technological advances increase efficiency of a resource, it results in an overall increase in consumption. Writing on the increased use of coal as a result of technological improvements, 19th-century economist William Stanley Jevons found that these improvements led to the development of new ways to utilize coal. In his session at 19th Cloud Expo, Mark Thiele, Chief Strategy Officer for Apcera, compared the Jevons Paradox to modern-day enterprise IT, examin...
DXWorldEXPO LLC announced today that ICC-USA, a computer systems integrator and server manufacturing company focused on developing products and product appliances, will exhibit at the 22nd International CloudEXPO | DXWorldEXPO. DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City. ICC is a computer systems integrator and server manufacturing company focused on developing products and product appliances to meet a wide range of ...
Major trends and emerging technologies – from virtual reality and IoT, to Big Data and algorithms – are helping organizations innovate in the digital era. However, to create real business value, IT must think beyond the ‘what’ of digital transformation to the ‘how’ to harness emerging trends, innovation and disruption. Architecture is the key that underpins and ties all these efforts together. In the digital age, it’s important to invest in architecture, extend the enterprise footprint to the cl...
DXWorldEXPO LLC announced today that All in Mobile, a mobile app development company from Poland, will exhibit at the 22nd International CloudEXPO | DXWorldEXPO. All In Mobile is a mobile app development company from Poland. Since 2014, they maintain passion for developing mobile applications for enterprises and startups worldwide.
In an era of historic innovation fueled by unprecedented access to data and technology, the low cost and risk of entering new markets has leveled the playing field for business. Today, any ambitious innovator can easily introduce a new application or product that can reinvent business models and transform the client experience. In their Day 2 Keynote at 19th Cloud Expo, Mercer Rowe, IBM Vice President of Strategic Alliances, and Raejeanne Skillern, Intel Vice President of Data Center Group and ...
"We are a well-established player in the application life cycle management market and we also have a very strong version control product," stated Flint Brenton, CEO of CollabNet,, in this SYS-CON.tv interview at 18th Cloud Expo at the Javits Center in New York City, NY.
In his session at @ThingsExpo, Arvind Radhakrishnen discussed how IoT offers new business models in banking and financial services organizations with the capability to revolutionize products, payments, channels, business processes and asset management built on strong architectural foundation. The following topics were covered: How IoT stands to impact various business parameters including customer experience, cost and risk management within BFS organizations.
While the focus and objectives of IoT initiatives are many and diverse, they all share a few common attributes, and one of those is the network. Commonly, that network includes the Internet, over which there isn't any real control for performance and availability. Or is there? The current state of the art for Big Data analytics, as applied to network telemetry, offers new opportunities for improving and assuring operational integrity. In his session at @ThingsExpo, Jim Frey, Vice President of S...