Competing in the Cloud: Emerging Strategies for Enterprise Data Centres

発行 BroadGroup 商品コード 174887
出版日 ページ情報 英文
納期: 即日から翌営業日
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クラウドにおける競争:企業向けデータセンターの戦略 Competing in the Cloud: Emerging Strategies for Enterprise Data Centres
出版日: 2010年06月01日 ページ情報: 英文







  • クラウドサービスのコンセプト
  • クラウドコンピューティング定義
  • クラウドの基本的特徴
  • クラウドサービスのモデル:SaaS、PaaS、IaaS
  • クラウドサービスの「サブカテゴリー」:サービスとしてのビジネス過程(Business-Process-as-a-Service)
  • クラウド最適化サービス
  • クラウド導入モデル
  • プライベートクラウド
  • コミュニティクラウド
  • パブリッククラウド
  • ハイブリッドクラウド
  • 「ハイブリッド」という言葉が持つその他の含意
  • グリッド・コンピューティングとの比較
  • ユーティリティ・コンピューティングとの比較
  • バーチャル化:クラウドへの基礎的なステップ
  • クラウドサービスとバーチャル・データセンター
  • クラウドコンピューティングとマネージドホスティング


  • 現在の企業の思考とクラウドの使用例
  • クラウドコンピューティングサービスに対するC-レベルの認識
  • 多くの経営幹部が、「クラウド」が分かりづらいと認識
  • クラウドの密かな成長
  • クラウドコンピューティングサービスを利用する利益
  • 初期のパブリッククラウドサービスの導入者:企業の利用事例
  • クラウドサービスに最も強い関心を示した部門(2009年)
  • 公共部門がクラウドサービスを魅力的だと判断
  • 公共部門とセキュリティの問題


  • ITを企業サービスとして拡大:プライベートクラウド
  • ビジネスとITの現在のアプローチ
  • コアと背景
  • ITのビジネスに対する反応
  • 統合とバーチャル化
  • アウトソースへの意欲
  • 主流ITにおける、パブリッククラウド利用に反対する事例
  • 「IT as a service(サービスとしてのIT)」への拡張
  • セキュリティ
  • 制御
  • サービス品質
  • プライベートクラウド利用の推進要因
  • プライベート/ハイブリッドクラウドサービスの導入
  • マルチソーシングとハイブリッドソリューション
  • データセンターへのプライベートクラウドの導入
  • クラウドへの移行:継続的プロセス
  • ユーザーの教育と、移行過程での援助
  • 企業のプライベート/ハイブリッドクラウドへの移行
  • 所有形態による総費用を理解する
  • データ管理の困難について
  • ITとビジネスの断絶をつなぐ


  • クラウドサービス提供企業市場
  • 競合企業のポジショニングと市場力学
  • マネージドサービスからクラウドサービスへの移行
  • マネージドサービスとクラウドサービスの主な違い
  • クラウドによる新しい概念「市場参入(go-to-market)」モデルの導入
  • 企業向け市場におけるクラウドサービス提供企業
  • 通信サービス提供企業
  • データセンター提供企業(コロケーションサービスを含む)
  • ホスティングサービス提供企業
  • ディザスタリカバリ・事業継続専門サービス提供企業
  • システムインテグレーター
  • ソフトウェア提供企業
  • ハードウェア/機器ベンダー
  • クラウドの価格設定・支払・請求方法
  • クラウドサービスに転向した企業
  • クラウド仲介・統合業者
  • サービスの進化:多くのクラウドは単一ではない


  • クラウドサービスの市場機会:2010-2015年
  • プライベート/ハイブリッドクラウドサービスへの企業の理解を促進する要素
  • 企業向け市場の法的要素
  • ホスティングデータセンターの立地
  • 炭素削減税の効果
  • 技術標準の必要
  • 固定/モバイル通信の融合とデータの成長
  • プライベートクラウドの当面の市場機会
  • 欧州内の各国の違い
  • 欧州と米国の市場の違い
  • 企業向けクラウド市場の規模
  • データセンター市場に対する企業向けクラウドの影響
  • 企業向けデータセンター市場の規模
  • 企業向けデータセンター市場の発展に影響する要素
  • データセンター市場の展望:2010-2015年


  • 主要ベンダーのプロファイル
  • Amazon.com
  • Attenda
  • BT Global Services
  • Cisco
  • Flexiant Ltd
  • HP
  • IBM
  • iomart
  • Logicalis
  • Microsoft
  • NTT Europe
  • OpSource Inc.
  • Rackspace
  • Savvis Inc.
  • SunGard



Cloud is a powerful force for change introducing new business and operational models. Cloud computing enables companies to allocate computing power efficiently, on demand, and it changes the way computing resources are used. A new business framework is being developed around ‘IT as a Service' and companies are in the process of understanding what this new way of operating means for them. Cloud challenges ‘Business as Usual' because it impacts: designs and architectures; funding models; provisioning and procurement; security, service response levels and SLAs; and people, policies and processes.

An important part of the supplier/customer relationship for developing successful cloud services is helping customers with the factors and complexities of transitioning to cloud. Cost reduction is often the initial motivator for using cloud but understanding total cost of ownership and the business benefits of greater agility are proving key factors for change.

Cloud has spawned an array of new ‘cloud service providers' in both Europe and the USA and brought in its wake a new ‘go-to-market' model for traditional IT vendors and service providers who are moving up the value chain by developing private and public cloud services. Cloud players include data centre providers, telecoms providers, hosting providers, specialist DR&BC providers, systems integrators, software providers and hardware vendors.

Current security issues and lack of standardisation means that large enterprise users will be more disposed to pursue private cloud strategies in the next three to five years. BroadGroup believes that private cloud services will develop into a significant niche market over the next five to seven years, which in turn will open up a leasing opportunity for data centres.

This report brings together the first comprehensive range of industry understanding gathered from in-depth discussions over the last six months with key players in the European market. It provides readers with a comprehensive 360 degree view of the factors affecting cloud development amongst enterprise users in Europe and puts cloud into context both for enterprise users and competitive suppliers.

The report

  • Examines the organisational factors impacting enterprise migration to cloud and provides a wealth of information about cloud services that can be used in strategic planning and decision-making.
  • Provides a detailed evaluation of the strengths, weaknesses, threats and opportunities for eight categories of players competing in cloud.
  • Assesses the factors shaping enterprise take-up of private/hybrid cloud services, the market opportunity for private clouds and the impact of enterprise clouds on the size of the data centre market in Europe.

Table of Contents



  • Introduction to the concept of Cloud Services
  • Definition of cloud computing
  • Essential characteristics of cloud
  • Cloud service models: SaaS, PaaS, IaaS
  • Cloud service ‘sub categories' : Business-Process-as-a-Service
  • Cloud optimisation services
  • Cloud deployment models
  • Private cloud
  • Community cloud
  • Public cloud
  • Hybrid cloud
  • Other connotations for the term ‘hybrid'
  • Cloud computing compared with grid computing
  • Cloud computing compared with utility computing
  • Virtualisation - a basic step towards cloud
  • Cloud services and virtual data centres
  • Cloud computing and managed hosting


  • Current enterprise thinking and cloud usage examples
  • C-level awareness of cloud computing services
  • Many senior executives find ‘cloud' confusing
  • Cloud growth by stealth
  • The benefits of using cloud computing services
  • Early adopters of public cloud services - enterprise use cases
  • Sectors showing most interest in cloud services in 2009
  • Public sector organisations find cloud services attractive
  • Public sector and security issues


  • Extending IT as an enterprise service: private clouds
  • Current approach of business and IT
  • Core versus Context
  • The response of IT to the business
  • Consolidation and virtualisation
  • The willingness to outsource
  • The case against using public clouds for mainstream IT
  • Extending into ‘IT as a service'
  • Security
  • Control
  • Service quality
  • Drivers for using private clouds
  • Implementing private and hybrid cloud services
  • Multi-sourcing and hybrid solutions
  • Implementing a private cloud in the data centre
  • Migration to cloud - a continuous process
  • Educating users and helping them along the migration path
  • Enterprise migration to private and hybrid cloud
  • Understanding total cost of ownership
  • Data management - the elephant in the room
  • Bridging the disconnect between IT and the business


  • Cloud Service Provider Market
  • Competitive positioning and market dynamics
  • Transitioning from managed services to cloud services
  • Key differences between managed service and cloud service models
  • Cloud introduces new elements for the ‘go-to-market' model
  • Cloud service providers in the enterprise marketplace
  • Telecoms providers
  • Data centre providers (including colocation)
  • Hosting providers
  • Specialist Disaster Recovery and Business Continuity providers
  • Systems integrators
  • Software providers
  • Hardware and equipment vendors
  • Pricing, payment and billing for cloud
  • Enterprises turned cloud service providers
  • Cloud brokers and aggregators
  • Service evolution - many clouds not just one


  • Market opportunities for cloud services 2010 - 2015
  • Factors shaping enterprise uptake of private/hybrid cloud services
  • Legal factors in the enterprise market
  • Location of hosting data centres
  • Effect of carbon reduction taxes
  • Need for standards
  • Fixed mobile convergence and data growth
  • The near term market opportunity for private clouds
  • Country differences in Europe
  • Market differences between Europe and the USA
  • The size of the enterprise cloud market
  • Impact of enterprise clouds on the data centre market
  • The size of the enterprise data centre market
  • Factors influencing how enterprise data centre market develops
  • Data centre market outlook 2010 - 2015


  • Selected vendor profiles
  • Amazon.com
  • Attenda
  • BT Global Services
  • Cisco
  • Flexiant Ltd.
  • HP
  • IBM
  • iomart
  • Logicalis
  • Microsoft
  • NTT Europe
  • OpSource Inc.
  • Rackspace
  • Savvis Inc.
  • SunGard

List of Figures and Tables

Chapter 1

  • Table 1-1: Five essential characteristics of cloud
  • Table 1-2: Three service models of cloud computing
  • Table 1-3: Leading players active in one or more of the three service models
  • Table 1-4: Four deployment models of cloud computing
  • Table 1-5: Grid computing features compared with Cloud computing

Chapter 2

  • Figure 2-1: Community clouds
  • Table 2-1: Benefits of cloud computing
  • Table 2-2: Enterprises in the commercial sector - public cloud use cases
  • Table 2-3: Examples of what early adopters in the banking sector say about cloud services
  • Table 2-4: Sectors showing most interest in cloud services
  • Table 2-5: Example of UK local authority' s public cloud use case

Chapter 3

  • Figure 3-1: Moving to cloud impacts people and processes
  • Figure 3-2: On premise vs hosted vs cloud
  • Figure 3-3: Stages of enterprise ‘cloud thinking'
  • Figure 3-4: The enterprise model for cloud
  • Figure 3-5: The changing relationship between IT and the business
  • Table 3-1: Research interview comments on virtualised working environments
  • Table 3-2: Inhibitors for enterprise data centre migration to public cloud services
  • Table 3-3: Perceived benefits of implementing private cloud services
  • Table 3-4: IBM research on workflows into cloud
  • Table 3-5: Amazon' s evolutionary stages of the e-customer journey to cloud

Chapter 4

  • Figure 4-1: Managed services model
  • Figure 4-2: Comparing cloud services with managed services
  • Figure 4-3: Managed services within the cloud service framework
  • Figure 4-4: Zimory - creating a cloud computing marketplace
  • Table 4-1: Managed service players moving to cloud
  • Table 4-2: Selected examples of vendor private cloud offerings and strategies
  • Table 4-3: Industry SWOT analysis - New breed cloud players
  • Table 4-4: Industry SWOT analysis - Telecom providers
  • Table 4-5: Industry SWOT analysis - Data centre providers
  • Table 4-6: Industry SWOT analysis - Hosting providers
  • Table 4-7: Industry SWOT analysis - Specialist DR and BC providers
  • Table 4-8: Industry SWOT analysis - Systems integrators
  • Table 4-9: Industry SWOT analysis - Software providers
  • Table 4-10: Industry SWOT analysis - Software providers
  • Table 4-11: Industry SWOT analysis - Summary table
  • Table 4-12: Amazon EC2 pricing options
  • Table 4-13: Selected service providers' pricing models for cloud services

Chapter 5

  • Figure 5-1: Leaders and followers - the enterprise outlook for 2010 to 2015
  • Table 5-1: Enterprise cloud and data centre strategies 2010 - 2015

Chapter 6

  • Figure 6-1: Amazon Virtual Private Cloud
  • Figure 6-2: Attenda RTI Resources
  • Figure 6-3: BT Virtual Data Centre
  • Figure 6-4: FlexiScale Control Panel
  • Figure 6-5: iomart' s Cloud Stack
  • Figure 6-6: Logicalis Secure Multi-Tennant Hosted Cloud
  • Figure 6-7: Cooperative Local & Hosted Cloud with container based Service Mobility
  • Figure 6-8: Microsoft Azure
  • Figure 6-9: NTT Europe Online Managed Hosting Solutions
  • Figure 6-10: NTT Europe Multi-Environment/Disaster Recovery
  • Figure 6-11: OpSource Enterprise Cloud - High Level Architecture
  • Figure 6-12: How the Cloud Works
  • Figure 6-13: Savvis Symphony Open
  • Figure 6-14: Savvis Symphony Dedicated
  • Table 6-1: Amazon EC2 pricing options
  • Table 6-2 Cloud strategy phases used by IBM with customers
  • Table 6-3: Microsoft Dynamic Data Center Toolkit for Enterprises
  • Table 6-4: OpSource Enterprise-class Cloud Pricing
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