the cloud with a silver lining

Dr. Jai MenonGroup CIO - Bharti EnterprisesDirector (Technology & Customer Service) – Bharti Airtel

28 August, 2009

Utility Digital Services (20xy)Telephone (1876)

Computer (1945)

Television (1926)

communication + computing + entertainment

Bridging a 70-year innovation gap

Kryder’s Law

Moore’s Law

Metcalfe’s Law

Copper Loop Femto Cells

KBytes GBytes TBytes

Hard Disks USB

KHz GHz

x86 Atom

Fixed Broadband LTE

Clunky/Slow Sleek/Fast

Desktop Mobile UMPC

Gilder’s Law

“Bandwidth Doubles Every 6 months”

“Processor Speed Doubles Every 18 months”

“Value Increases by the Square of the Number of Devices”

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Foundation technology trend

“Hard Drive Density Doubles Every 13 months”

MBytes

MHz

Mobile

Laptop

Mobile2/3G

Fixedline

Data DSL, WiFi, WiMax, IP

Cable,satellite

seamless

PAN HAN VAN LAN MAN WAN

continuity

Multi-Service Expectations

Application – Network continuum

REAL TIME

1) APPLICATIONS

3) NETWORK

NEAR REAL TIME BATCH

CONNECTED DIS-CONNECTED

LOW B/W HIGH B/W

2) DEVICES

A fresh look at cloud based services

“A cloud based service is more than• business applications

• running remotely on shared infrastructure • fully managed by a technology provider.”

mobilebroadband television

ConsumerConsumerSMBSMBEnterpriseEnterprise

fixed linedata centerbandwidth

B2C cloud“Mature”

B2B cloud“Emerging”

SaaS

B2B2C“Opportunity”

Product Development• Solve real life needsProduct Development• Solve real life needs

Promotion and Communication

• Print, audio, video, web

Promotion and Communication

• Print, audio, video, web

Pricing & Purchase Experience

• Value for money• Physical presence

Pricing & Purchase Experience

• Value for money• Physical presence

Product Experience• Ease of use• Reliable connection

Product Experience• Ease of use• Reliable connection

Care Experience• Call center• Self Service

Care Experience• Call center• Self Service

Billing & Payment Experience

• Billing accuracy• Multiple payment options

Billing & Payment Experience

• Billing accuracy• Multiple payment options

Exit Experience• Hassle free processExit Experience• Hassle free process

What the customer expects from a B2C cloud

It has taken ~25 years for the telecom industry to build a mature service culture

Parameters Metrics

Subscribers 105 m

CDRs/ day 3 b

Call Center Calls / month

~ 65 m

IVR Calls / month

~ 400 m

Self Service / month

~ 240 m

Call Center Agents

~ 15,000

What the customer expects from a B2B cloud

Product Development• Solve business problems Product Development• Solve business problems

Promotion and Communication

• Web

Promotion and Communication

• Web

Pricing & Purchase Experience

• Cost Savings• Virtual / Online

Pricing & Purchase Experience

• Cost Savings• Virtual / Online

Product Experience• Ease of use• Stability and availability

Product Experience• Ease of use• Stability and availability

Care Experience• Online resolution• Call center support

Care Experience• Online resolution• Call center support

Billing & Payment Experience

• Billing accuracy• Online payment options

Billing & Payment Experience

• Billing accuracy• Online payment options

Exit Experience• Easy un-subscription

Exit Experience• Easy un-subscription

The B2B cloud industry has to be ready to meet customer expectations

Parameters Metrics

Subscribers ??

Transaction volume ??

Customer Care calls ??

Self service ??

Example: Airtel cloud computing stack for SMB

Desktop, Servers Desktop, Servers BandwidthBandwidth Data Center…Data Center…

email & Instant Messaging

email & Instant Messaging

Domain name & website

Domain name & website

Document Mgmt…Document Mgmt…

CRM….CRM….

HRMSHRMS PayrollPayroll Accounting…Accounting…

ERPERP BillingBilling

School Mgmt Solution

School Mgmt Solution

Loyalty Mgmt Solution

Loyalty Mgmt Solution

Analytics Solution…Analytics

Solution…Niche Solutions

Common Business Applications

Common Internal Applications

Common Office Applications

Basic IT Infrastructure

Mat

uri

ty

Example: Airtel’s launched offerings

Hosted Email

• Powered by Microsoft Exchange Server 2007

• Advanced mailing and collaboration features

• Comes in various configurations at different price points – basic webmail, pro mail, business mail

• http://www.airtel.in/hostedmail

Net PC

• Powered by Nivio Companion

• Thin client to connect to internet and access software, documents etc.

• Comes with LCD monitor key board, mouse and licensed software from Microsoft

• http://www.airtel.in/netpc

Online Desktop

• Powered by Nivio Online Desktop

• “Computer in the cloud” –accessible from any web browser

• Comes with storage, productivity applications, sharing, security, data synchronization etc

• http://airtel.nivio.com

Industry ecosystem – three players with complementary strengths

Nivio, ZOHO,

Jamcracker, etc

Strengths• Flexibility

• Implement customized solutions• Localized offerings

• Innovative

Nivio, ZOHO,

Jamcracker, etc

Strengths• Flexibility

• Implement customized solutions• Localized offerings

• Innovative

Google, Microsoft, IBM, TCS

Strengths• Highly skilled resource pool• Large amount of investment

on cloud technologies• Mature product development

experience

Google, Microsoft, IBM, TCS

Strengths• Highly skilled resource pool• Large amount of investment

on cloud technologies• Mature product development

experience

Airtel, etc.

Strengths• Sales and Distribution reach• Know the customer, • Existing billing relationship• Customer Care

Airtel, etc.

Strengths• Sales and Distribution reach• Know the customer, • Existing billing relationship• Customer Care

Conclusions

SMEs seek a “one stop shop” for their ICT stack

Industry ecosystem will have to bring in combined strengths of big IT players + small IT players + service providers

SaaS requires alteast equal (if not more) emphasis on the “second S” - reach, barrier to entry, serviceability, upgrade path, etc.

Thank You