Enterprise Cloud Applications Ongoing Impact on IT

The transition to managed cloud services is having a trickle-down effect on various stakeholders in the business technology landscape. As an example, in the evolving enterprise communications market, customer premise equipment (CPE) vendors must confront imminent erosion in their installed base -- as cloud services gain traction across the public, private, and hybrid cloud domains.

According to the latest market study by ABI Research, 41 percent of all enterprise communications users -- or 386 million lines or seats -- will be on virtual infrastructure by 2016, which is posing a serious danger to the traditional CPE market.

"For CPE vendors, the cloud threat is real," says ABI senior analyst Subha Rama. "By 2016, the communications CPE market will only grow 4.3 percent, while cloud communications will grow by over 21 percent, reaching $8 billion in revenues."

Smaller vendors with point solutions will see cloud services rapidly displace their installed bases. Moreover, some large systems vendors are becoming cloud providers or key enablers of this migration.

However, according to the ABI assessment, many of the CPE solutions are simply not "cloud ready" and will see performance downgrades when virtualized.

The Top Three Forces Influencing Cloud Migration are:

1. The growing adoption of data center architectures and virtualization technologies.
2. The need to integrate multiple applications to deliver the connected experience to users across different devices, including smartphones and media tablets.
3. The promise of lower costs and increased efficiencies from standardized platforms and processes in the cloud.

Enterprises are adopting a non-linear approach to cloud migration; while certain applications undergo experimentation, others are retained on premises.

Mixed environments and hybridization are becoming the norm, especially with larger enterprises. However, the technology to manage hybrid clouds and to enable seamless movement of applications instances across different vendor clouds is in its infancy.

"Enterprise mobilization is also driving migration to the cloud," says ABI practice director Dan Shey. "Cloud applications ease application delivery for businesses that are increasingly relying on access across fixed and mobile endpoints."

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Hybrid Cloud Services for Industry-Specific Applications

More IT managers will turn to cloud services to accelerate their responsiveness to business needs. Quicker IT deployments, end-user self-service, and reduced start-up costs equate to faster time-to-market for many organizations. Others will want to take advantage of the ability to pivot more quickly and adapt to market changes.

Beyond the desire for better, faster and cheaper processes, cloud services will enable entirely new business models and associated revenue streams. Acceptance will advance as cloud architectures prove out the opportunities for real business innovation and new functionality.

There is no single journey to cloud adoption, but rather a wide variety of entrance ramps and paths. On the demand side, organizations have different starting points and different objectives. Fortunately, public cloud computing services can unleash an exciting mix of new technologies, architectures, and organizational approaches.

Let’s consider the needs of the evolving media sector. Innovation in business processes already struggle to keep pace with the rapid advancements in technology. While cloud computing promises to unlock new levels of automation, it could also create new opportunities for value-added systems integration and business process transformation.

Media Company Hybrid Cloud Use-Case Scenario

• The media distribution landscape is rapidly changing from silos of video distribution (within pay-TV, broadcast, retail) to multi-channel or digital distribution.
• Content creators perceive several dangers in digital media: piracy, loss of control or direct relationships, and disintermediation.
• Content creators also see an opportunity in real-time media consumption data integrated across distribution channels and devices.

Role for Cloud Technologies

• A cloud-based content registry that manages content access rights across users, content creators, distributors, and devices offers several benefits.
• For end-consumers, the registry enables convenience, personalization, and community (with access to content on multiple devices, and new social experiences).
• Content creators and other providers of the registry can take advantage of new business models based on real-time data, personalization, and user targeting.
• The registry could drive incremental media purchases and greater consumption with protected content assets, enhanced discovery, and more powerful recommendation engines.

Application Considerations

• A content registry requires significant coordination within the media industry (e.g., agreement on common methods for managing digital rights and common limits to each consumption model with rules for content use).
• The rights of both the content creators and the end-consumers must be protected in terms of how their respective data is accessed, protected, and used.

For this scenario to succeed, a wide range of players must work in concert to deliver on the promise of hybrid cloud services. Substantial opportunities for innovation and value creation exist at all levels of the stack, from data center and virtualization design to foundational systems to end-user applications to business processes.

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Public and Private Clouds for the Enterprise

Telecommunication service providers will likely consume their own cloud services. After all, every organization can gain something from the proven benefits of infrastructure and application out-tasking. However, their primary role will be to implement and deliver the services that their end-customers will seek from public, virtual private, and hybrid clouds.

Service providers have the opportunity to extend their current offerings, which may already include hosting, communications, media, and software application services. Moreover, cloud offerings enable service providers to extend their reach beyond their traditional areas of operation.

That said, service providers must be prepared to address customer concerns ranging from policy compliance, to end-to-end security, to quality of service management, and to technical customization. They must be able to deliver a flexible range of functionality, service levels, and payment models.

Enterprise Cloud Use-Case Scenario

• Many enterprise-focused service providers (SPs) have an opportunity to create higher-value, differentiated service offerings. They have unique capabilities they can leverage, including customer relationships, physical assets, and extensive operations experience.
• At the same time, over-the-top services (such as Skype VoIP) threaten traditional SP revenue streams (e.g., wireline and mobile voice services). So, SPs have an incentive to evolve their value-add capabilities.

Role for Cloud Technologies

• Cloud is unlocking huge growth potential through new service offerings (e.g., infrastructure as a service, collaboration as a service).
• SPs offering cloud services have several avenues of differentiation in terms of deployment models (e.g., public cloud, virtual private cloud, hybrid cloud) and service types (e.g., infrastructure, collaboration).
• A cloud-ready architecture can also reduce an SP’s overall cost of delivery through more efficient and sustainable infrastructure platforms.

Application Considerations

• As table-stakes, SPs offering cloud services must ensure security and isolation of customer data in a multi-tenant environment. They must also offer a comprehensive suite of basic services (e.g., voice, collaboration).
• Initial customer acquisition will be driven by distinctive solutions with differentiated services and end-to-end service level agreements (SLAs).
• Over the long term, SPs must be able to deliver cost-effective services with viable margins.

While large enterprises also see tangible benefits in using public clouds, we expect private and hybrid cloud models to be very common. Large enterprises may use public clouds for burst or peak capacity and for select services that are difficult to scale themselves.

However, these organizations often require a higher degree of control over their data, applications, and systems than current public clouds allow. At scale, a private cloud offers the efficiency and agility of a public cloud -- without the loss of control.

Still, the IT services that a pure private cloud can offer are often limited to what internal IT can develop or deploy. This is where managed cloud service providers can add value.

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