Home » Maximising Wireless Profit Program » 2011 » New Service & Revenue Opportunities » The Mobile Cloud - Opportunity or Risk?November 2011 (31 pages)The promotion of the mobile cloud as a future business opportunity has now reached a point where many commentators see it as a key component of future mobile business. Much of the commentary is speculation and indicates a future trend with clear promise but one that is still in its formative period.
A key question for mobile operators is whether the cloud is an opportunity or a threat. As is so often the case, the answer is both. The value chain is still forming. The opportunity still remains for all participants, including the mobile operator, to influence its formation to their advantage.
This report assesses the extent of this opportunity, examining mobile operator cloud propositions and those from other ICT sectors such as online service providers. It draws key lessons for mobile operators, providing thought leadership on product differentiation and the wider implications of cloud computing growth for the mobile industry.
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| Table of Contents |
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| 1 | Overview | 1 |
| 2 | Introduction | 2 |
| 2.1 | Background to the Report | 2 |
| 2.2 | Report Content | 2 |
| 2.3 | Currency and Conversions | 3 |
| 2.4 | Further Questions and Feedback | 3 |
| 3 | Defining Mobile Cloud Services | 4 |
| 3.1 | Introduction | 4 |
| 3.2 | Characteristics of a Cloud Service | 4 |
| 3.2.1 | Access Through an Internet Browser | 4 |
| 3.2.2 | Unlimited Scale of Service, Accessible on Demand | 4 |
| 3.2.3 | Consumption-based Pricing | 4 |
| 3.2.4 | Measured Service | 5 |
| 3.2.5 | Shared Platforms and Resources | 5 |
| 3.3 | Families of Cloud Services | 5 |
| 3.3.1 | Software as a Service (SaaS) | 5 |
| 3.3.2 | Platform as a Service (PaaS) | 6 |
| 3.3.3 | Infrastructure as a Service (IaaS) | 7 |
| 3.3.4 | Current Cloud Computing Market Structure | 8 |
| 3.4 | The Mobile Cloud Value Chain | 9 |
| 3.4.1 | Mobile Cloud Value Chain Drivers | 9 |
| 3.4.1.1 | Increased Smartphone and Laptop/Tablet PC Usage | 9 |
| 3.4.1.2 | The Growth of Mobile Application Usage | 9 |
| 3.4.1.3 | Changing Enterprise Approaches to Cloud Services | 10 |
| 3.4.1.4 | LTE Network Rollout | 11 |
| 3.4.2 | The Mobile Cloud Value Chain | 11 |
| 4 | Mobile Cloud Opportunities | 13 |
| 4.1 | Consumer Cloud Services | 15 |
| 4.1.1 | Amazon Cloud Drive | 15 |
| 4.1.1.1 | Simplicity | 16 |
| 4.1.1.2 | Synergy with the Wider Business | 16 |
| 4.1.2 | Optus Smart Safe | 18 |
| 4.2 | Enterprise Cloud Opportunities | 20 |
| 4.2.1 | Rackspace Managed Cloud | 21 |
| 4.2.2 | Orange Business Services Cloud Computing | 22 |
| 5 | Mobile Cloud Threats | 25 |
| 5.1 | Threats in Consumer Markets | 25 |
| 5.1.1 | Control of the Customer's Digital Environment | 25 |
| 5.1.2 | Network Data Capacity | 26 |
| 5.1.3 | Commodity Pricing | 27 |
| 5.2 | Threats in Enterprise Markets | 27 |
| 5.2.1 | Erosion of Unique End-to-End Service Provider Advantage | 27 |
| 5.2.2 | Enterprise Network Ownership Culture | 28 |
| 5.3 | Threat Overview | 28 |
| 6 | Conclusions | 29 |
| 7 | Recommendations | 31 |
| | Appendix - Feedback Questions | 32 |
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