IBM Becoming a Cloud Service Provider White Paper

IBM Telecommunications Industry Cloud Computing
White Paper

Becoming a cloud service provider:
The evolution of communications service providers

2 Cloud computing for retail

3 IBM Telecommunications Industry

Executive summary If they take these actions quickly, decisively and boldly,
For communications service providers (CSPs), offering with a vendor partner serving a as a trusted advisor, they
cloud-based services is the way forward for business expansion stand to reap maximum profit and business growth from this
and revenue growth. Millions of people are picking up new once-in-a-generation opportunity. However, they should
applications and services with enthusiasm, in both their not rush to market with an ill-defined approach or sit on the
personal and professional lives. So, cloud-based services, sidelines too long before entering the game, because either
with their rapidly increasing adoption rates, offer CSPs a action could potentially render them unable to capitalize fully
once-in-a-generation opportunity to extend the scope of on exploding demand.
services they provide to create new value for customers and
drive growth for their organizations. CSPs are perfectly This paper examines ways that CSPs can take advantage
positioned to take advantage of existing strengths, relationships of cloud computing — both internally, for their own
and their established asset base of networks, systems, processes operations and data centers, and externally, as a cost-effective
and other resources to deliver these services and applications way to create, manage and monetize cloud-based services
to business and consumers, using cloud technology and for their customers.
business models.
Cloud computing and CSPs: Exploiting
This market opportunity has tremendous potential. CSPs
a once-in-a-generation opportunity
that transform themselves into cloud service providers
Enterprises are rapidly embracing the incremental value
could extend their presence well beyond the traditional
that cloud services can bring, from both a business utility
communications industry market into the Information and
and a cost perspective. And CSPs, with their unique assets,
Communications Technology (ICT) industry — and even
systems and resources, can provide the types of services
the media and entertainment sector and business applications
enterprises of all sizes are seeking, along with the performance
space — a vastly larger market than what they are able to
and reliability they expect. Additionally, if properly equipped
pursue today.
with the right new infrastructure to support a comprehensive
cloud services operation, CSPs can effectively possess the scale
But in an environment where competition is coming from and life cycle management capabilities these new services will
all fronts, and not just traditional competitors, CSPs must ultimately require.
make informed decisions about all aspects of this significant
new endeavor. Specifically, they must carefully define their
strategic approach, assess potential vendors and the platforms
they offer and determine the market segments they should
initially pursue and the services with which to do so.

4

This unprecedented opportunity for CSPs to expand business As CEOs of CSPs develop their strategies and begin to
with cloud services requires tremendous operating dexterity. prepare their organizations for increasing complexity, they
CEOs in all industries acknowledge the increasing complexity also have a watchful eye on customer needs and new product
being thrust upon them. The key to improving operational and service trends. It is clear to all that the on-demand services
effectiveness and efficiency in the face of this increasing model is only going to continue to gain in popularity and
complexity is to simplify operations with new technologies acceptance as adoption rates and application revenues continue
and architectures, such as those enabled by cloud computing, to climb. Accordingly, using business intelligence and analytics
while simultaneously simplifying business processes. Those applications to understand customer needs and looking for
who seize the opportunity and drive toward a better, not just better ways to meet customer demand are paramount on the
different, operational infrastructure stand to benefit from minds of CSP CEOs, even more than CEOs from other
simplifying complexity and also lowering costs. As such, they industries, as seen in Figure 2.
will be better positioned to expand their business and increase
revenues with improved profitability. We have recently seen
the most dexterous and sophisticated CSPs make significant
moves in this direction, and they are already beginning to
realize the benefits (Figure 1).

Figure 2. CEOs of CSPs recognize the need to better understand the needs
of their customers and their desire for new products and services more so
than other CEOs.

Figure 1. The best-performing companies (standouts) seek simplification
as the top means by which their organizations will attempt to manage
increasing complexity. CSP CEOs identify simplification, more so
than CEOs from other industries, as the best means to manage increasing
complexity.


Because they are large enterprises, CSPs can capitalize on cloud Demonstrated returns reveal themselves swiftly, and there
computing in a number of ways: is great potential to improve future business outcomes. With
the aid of a trusted advisor and technology partner, you can
• Internal and external cost and operational efficiency develop your cloud strategy and investments in such a way as
benefits can accrue to the CSPs that elect to deploy cloud to reap benefits of cost and productivity gains in both your
operations for services delivery to their employees, partners private (internal) cloud services launch and your public
and customers. (external) services launch to customers.
• Cloud technologies and the business models they enable
can help tremendously in both enhancing the operating There are ways to make the most of your internal private
dexterity CSPs require and enabling better cost control. cloud infrastructure investments, including building out your
• Supported by cloud technologies, a CSP’s business becomes public cloud services environment. It is now possible for a CSP
more agile and responsive, and the organization is better to offer a variety of cloud services rapidly and cost-effectively
prepared to create, manage and monetize innovative with pay-as-you-go pricing — and provide easy-to-use, secure,
services. self-service portals where customers obtain, manage and pay
• With an infusion of business intelligence and analytics for these cloud services. A cloud-based infrastructure simplifies
solutions, CSPs can launch and manage smarter operations; lowers costs related to capital equipment, labor
promotions and campaigns and make better-informed and energy; and enhances operating dexterity and agility.
market segmentation decisions more quickly and with
greater confidence. With the right strategic vision, architecture and cloud service
management platform, CSPs can not only build a simpler and
more flexible service operation, but they can also lower ongoing
costs while more rapidly launching, delivering and managing
differentiated services to all types of businesses and consumers.

6

Taking the right approach to cloud
To create, deliver and manage communications services to
customers efficiently and effectively, CSPs have built (and
continue to maintain and enhance) extensive networks, support
systems and sophisticated operating environments. As a result,
CSPs have a significant advantage because their operations and
processes have almost everything they need to create, manage,
monetize and support a variety of new cloud-based services.

This new breed of services transcends traditional
communications with blended IT-communications cloud
services that CSPs are uniquely equipped to provide, setting
them up to expand what they offer their customers. In this way,
CSPs can improve productivity, enhance the availability of
information and entertainment services and generally enrich
the quality of service experiences that customers have in both
their personal and professional lives. However, it is important
to note that deploying cloud computing is not without its
concerns and challenges, many of which are related to:

• Dynamic customer demands
• A fiercely competitive market landscape
• The challenges associated with selecting a vendor
partner for your cloud initiatives
• Ensuring that you have developed the right strategy
and approach before you invest

For example, as CSPs are spending billions of dollars to
maintain and enhance their networks, Google and others
are monetizing the networks very effectively, and at the
expense of CSPs. After all, Google, Amazon and similar
providers are delivering cloud services over the “free” Internet
that organizations like yours provide and spend countless
sums to maintain.


In addition, numerous suppliers, partners and vendors are
aware of how well CSPs are poised to take the cloud services
marketplace by storm, and they are offering a wide and
sometimes confusing array of products and services that
CSPs can choose from.

The good news is that many of the industry’s largest and
most innovative CSPs are starting to approach cloud
computing in a very thoughtful way. They are using it both
as a foundational new architecture for their IT operations
and as a way of delivering an entirely new breed of services
Success with cloud: Getting started
they can offer their customers, especially the lucrative
enterprise segment. These CSPs recognize that cloud is the The following actions can help you get your
secret weapon for more rapidly and cost-effectively creating, organization started in its evolution to cloud
managing and monetizing high-value, relevant, blended service provider:
IT and communications applications and services. And cloud
• Develop a cloud services business strategy.
technologies are helping them move to a lower-cost and more
This strategy should support your corporate
flexible operations infrastructure that is ideal and essential
strategy, address priority market segments and
for supporting this self-service channel.
provide a solid foundation for launching and
supporting such services that includes people,
As some CSPs have found, when you take the correct approach processes and technology. It should also make
to cloud computing, you feel the positive effects throughout the most of your corporate strengths.
your enterprise almost immediately — and you are prepared
to embrace with confidence an ever more challenging, dynamic • Align your cloud and general business
and competitive future. After all, the communications industry strategies. You should not view cloud services
is the epitome of dynamic. With a flexible, resilient and well- as a brand new line of business; the goal is for
architected infrastructure built on cloud technologies, you can cloud to complement your existing business
support cloud-based services inside your organization and out. service lines. With this alignment, you can use
Employees, partners, customers and the CSP organization your market knowledge and in-house expertise
itself will all benefit from well thought out cloud deployments. as you launch your cloud portfolio.

• Select partners that can help you grow.
The key is identifying the right vendor partner. This partner
Rushing to market alone with cloud services is
should be a trusted advisor who understands the unique
not an equation for success. Instead, you want to
position that CSPs are in and has worked to create solutions
go to market with industry leaders in the IT space.
and services specifically developed to help CSPs evolve into
Such partners can introduce you to a relevant set
cloud service providers. Then, the process of evolution can
of innovative application and services partners
proceed in a logical progression.
that can provide an evolving supply of new services
and applications for your customers.1

8

Your evolutionary journey: From With cloud computing, your resources become virtual,
communications provider to cloud rather than physical. No longer are you reliant on dedicated,
costly and under-utilized standalone resources to provide
service provider
business solutions and user services. Instead, the services can
The key to success in the evolutionary journey from CSP
now come from virtualized resources, which will save capital
to cloud service provider, or the new CSP, is being able to
equipment costs, enable better utilization of existing assets,
create, manage and monetize (sell) services quickly to achieve
lower energy consumption, reduce the amount of resources in
rapid return on investment (ROI) and market share gains.
the data center needed to support the business and thus make
Therefore, the strategies you develop for the future should
better use of precious space — and much more.
consist of these processes:

Consider the disparate databases of customer and service
1. Optimizing the effectiveness, agility and cost structure
information you currently maintain. If you use cloud
of your internal infrastructure, using cloud technology
technology to consolidate and virtualize the servers and storage
2. Providing a diverse and innovative cloud services portfolio
assets being used by this collection of databases, you can deploy
that attracts a wide range of customers in enterprise and
advanced business intelligence and analytics tools to mine
consumer segments to drive profitable growth
the aggregated data much more quickly and easily. You can
3. Differentiating the customer experience your brand
then capitalize on the information and intelligence provided
provides to attract and retain customers in light of
by these systems to develop smarter campaigns and more
intensifying competition
targeted promotions and better personalize the up-selling
and cross-selling of additional cloud services.
Job #1: Optimizing your internal infrastructure
with cloud
It is imperative that a CSP not endeavor to rush services Adopting a judicious use of cloud computing technologies
to market without a well-designed infrastructure that can for your own IT infrastructure of applications, servers,
create, manage and support these services in a sustainable storage, databases and more will help you reduce operating
and profitable way. Cloud computing offers an excellent and maintenance costs, lower energy consumption and free
alternative to operating and maintaining large, costly up data center space. Just as important, it will provide your
and loosely connected server farms, databases, storage organization with some experience with cloud services and
infrastructures and networks. a foundational capability that you can expand on internally or
use to start building your own public cloud service offerings.
The secret to success in this process is to obtain assistance
from experts who can perform an effective analysis of your
operations and determine where your organization can gain
the greatest and fastest benefit from cloud.


Job #2: Reinventing your service portfolio
CSPs — along with many others — are racing to offer cloud-
based services. And as we have already established, CSPs like
you have the assets to do this best. But what will distinguish
the winning CSPs from the rest of the pack? What will allow
you to reinvent your business by creating this vital new revenue
stream quickly and cost-effectively with a sustainable and
Cloud essentials: Automation
well-designed infrastructure?
No matter where you are in the cloud-enabling process,
automation is essential. Therefore, you should weave
In this journey of reinvention, the winners will be the CSPs
these actions into your cloud plans:
that offer the most compelling and attractive set of services,
• Invest in an integrated cloud services management many of which must come from a diverse array of ecosystem
platform. An optimal cloud services management partners. These services and applications will be easy for
platform will help you handle, using the latest interface customers to obtain, use and manage (think self-service).
technology and open standards, the business The services will be priced correctly in simple-to-understand
relationship needs between partners, your business models and will be continually enhanced and refreshed.
processes and customers. It will also support multiple And, most important, there must be the highly automated
customer environments (private data center, private
and intelligent infrastructure to do all this quickly and cost-
cloud, public cloud), carrier-grade performance
effectively, or your business won’t operate profitably.
requirements and scalability, multi-tenancy and an
assortment of heterogeneous technologies. Be sure
to select a cloud service management platform with Because you are a CSP, you can do this, with help from the
built-in security and strong service level agreement right trusted advisor and solution partners. You can deliver
(SLA) monitoring and enforcement mechanisms. innovative new offerings while expanding the pull-through
of existing services (which could help protect your customer
• Establish automated partner processes.
base from web-hosting providers and others seeking to
A rich and steady influx of new applications is the
cannibalize your core services). It does not matter whether
easiest way to demonstrate value to users, keep them
engaged and prevent them from switching providers.
you are in a developing or mature market, if you act quickly
A developer-friendly way to add partner-provided and in a well-considered and decisive manner, you can position
content to a network connection 24x7 can shorten your organization to create and launch new services nimbly
time-to-market, minimize recoding with standard and profitably.
application programming interfaces (APIs) and
templates and support conversion of certain
applications for mobile access.

• Support on-demand customer use. Success
will come from building a robust but simple-to-use
self-service web portal that will provide customers
with fast and easy access to your rich portfolio of
innovative applications and services, and the ability
to buy and manage these services and their account.
It is equally important to ensure tight integration with
back-office systems so that ordering, provisioning,
metering, rating and charging, billing and other
functions all support user activities and transactions
appropriately and perform as needed.

10

In addition, you can experiment with lucrative new business CSPs can capitalize on the agility of cloud computing
models and the dormant revenue opportunity of appealing technologies to drive differentiation and experiential benefits
to and attracting different customer segments. And you can to customers. As fresh insights accrue, it is easier to make
strengthen your relationships with customers and the value new service recommendations — recommendations that are
your brand provides to them in a way that was not possible just highly relevant, fully personalized and targeted to specific
a few years ago. What you need is the right cloud strategy and business user productivity needs or lifestyle service or support
the right cloud solution. Your cloud strategy should recognize capabilities. After you gain a better understanding of what
the unique aspects of your business and your market, and your your customers want, and see which services resonate best,
solution should be open, comprehensive, integrated, highly the relevancy of your future offerings will rise dramatically.
secure, scalable and carrier grade, to cover the bases. You must Your company can offer businesses and consumers the
be able to deploy it quickly and cost-effectively to ensure a rapid applications, services and content that will enrich the quality
return on your investment. of their personal and professional lives, improve their
productivity and increase the enjoyment they derive from
Job #3: Differentiating the customer experience the services you provide.
Of utmost importance in the whole equation is the customer
experience. A rich portfolio of compelling, relevant and Choosing the right path forward to
well-targeted services will be attractive to customers.
enable your organization’s evolution
However, if the delivery of these services is deficient in
To optimize your internal IT infrastructure, build and
any way, your customer experience might be irreparably
deliver a compelling services portfolio and provide a
damaged to the point that they could take their future
differentiated customer experience, you require a simple yet
services dollars elsewhere.
comprehensive integrated cloud services management
platform. The platform should effectively harness the vast
People have to be able to obtain and use their new services capabilities you currently have in place along with those of a
easily and intuitively without having to rely on the assistance broad and diverse partner ecosystem. It needs to be able to
or intervention of CSP support personnel. This means onboard partner applications and services easily, create new
that comprehensive and well-designed service catalogs and service mashups with network-enabled widgets, capitalize
self-service portals are no longer just a good idea; they are on the vast application developer community and be able to
vitally important for both commercial success of the offerings adjust and expand the service portfolio continually to meet
themselves and your profit margins. New services that ever-changing customer needs. Most important, this platform
generate thousands of additional calls into call centers in must help you create, manage and monetize cloud services.
the first days after launch can adversely affect a company’s
revenue growth and profitability. So, business leaders at CSPs
want an unquestionable means of achieving the operational
agility and dexterity required to meet these realities. You need
a new way to win in this fiercely competitive battle — and
cloud computing has the potential to become the best weapon
in your arsenal, if implemented with the right approach.


Creating cloud services requires igniting innovation and To monetize your cloud investments, you must drive the
differentiating your service portfolio by tapping into an commercial success of your cloud services by:
ecosystem of partners who can:
• Transforming and training your sales force and channel
• Provide ready-to-market applications, services or content. partners so they can sell this new breed of services and
• Develop new applications and services from rich, ensure their maximum effectiveness
pre-configured development and testing environments. • Capitalizing on business intelligence and analytics so you
• Market white-labeled cloud services provided by a can offer more targeted promotions, improve campaign
trusted supplier. effectiveness, better up-sell and cross-sell, create bundles
and more
To create, manage, deliver and support highly secure, • Optimizing your web portal and storefront to provide
quality-assured services, you need an open, end-to-end, customers easy access to and management of the cloud
carrier-grade, scalable and integrated service management services in your portfolio
solution that provides features like: • Integrating your cloud service management solution into
your operations environment
• Dynamic provisioning of virtualized resources to
support service demands. None of these activities is easy. However, analysts and vendors
• Rapid partner-application enablement alike have recognized that CSPs are well-positioned to become
• Scalability to millions of new clients and services major providers of innovative productivity, communications,
• Extremely high virtual machine density per server information and entertainment applications, services and
• Ability to provision of tens of thousands of virtualized content. As a result, an almost dizzying array of cloud products,
service instances per hour platforms and services are available from a daunting number
• Real-time visibility into the cloud infrastructure of vendors — big and small.
• Built-in security, monitoring and high availability
• Usage metering and accounting that is ready to use With so many choices, many CSPs are not sure which vendor
• Utilization of open standards and APIs to ensure or which products to select and are not sure where to turn for
integration and extensibility a real, end-to-end solution that will solve all their real-world
• Predictive and root cause analytics to help you deliver needs. So many solutions offer virtualization, consolidation,
carrier-grade service reliability and benefit from other remote hosting and development platforms. So how do you
functions to reduce operational costs while increasing choose? How do you determine who is best able to help you in
speed and simplicity your evolution to cloud service provider?

12

To launch your new cloud services business successfully, This business partner should also provide the robust cloud
you need more than a technology vendor; you need a trusted service management solution developed specifically for CSPs
advisor to be your business partner. And this business partner that will rapidly enable partners and help you get new services
must not only have the technology you need to deliver services, to market fast. The right business partner also needs the deep
but also a complete set of capabilities to offer you a truly domain knowledge in IT, cloud and the communications
end-to-end solution: industry and have the skilled resources to help you move from
strategy to deployment to service launch and beyond.
• An extensive partner ecosystem with cloud-specific
programs tailored to meet the unique needs of CSPs
• The most secure, scalable and carrier-grade service
management platform available to launch, manage
and support this entirely new business and help it be a
commercial success
• Sales enablement training
• Web-portal optimization and integration experience The ideal cloud service provider platform
• Business intelligence and analytics applications
for CSPs
• Direct sales transformation support for cloud efforts
• Development and test environment and experience The ideal cloud service management platform for
• Cloud services readily available for rebranding and CSPs is an advanced, carrier-grade, intelligent and
integrated solution that enables you to create, manage
remarketing to your customers
and monetize cloud services fast by:

The right business partner has the knowledge, experience, • Rapidly launching partner-enabled applications
ecosystem partners and expertise, technology, software and services
applications, system and other resources and related capabilities
• Infusing creativity into the service portfolio
to help ensure that your services drive profitable revenue
growth and achieve the business expansion goals set by • Exploiting advanced automation
management. The right partner will be up to the challenge
of deploying a comprehensive cloud solution that meets your • Relying on carrier-grade performance and
specific needs. outstanding scalability

• Delivering highly secure, quality assured services
For example, you do not need to waste time sifting through
hundreds of companies that can’t provide you with the right set • Enabling sales transformation
of partner-provided applications and services, or a basic service
• Using business intelligence for differentiation
delivery technology platform that doesn’t support the unique
scale, security and performance standards you and your cus- • Optimizing channels and self-service portals
tomers have come to expect. The right business partner should
be able to provide you what you need from their own portfolio
or bring in the partners that will have just what you need.


To ensure that the cloud service provider solution helps you Conclusion
take advantage of all the benefits cloud can bring them, you The world is getting smarter. With the proliferation of
should seek out a partner who: interconnected devices that have made innovative services
easy to obtain, users of all kinds have developed an insatiable
• Has many years of experience engaging with CSPs appetite for them, confirming the many advantages that
from around the world and deploying complex solutions technology can bring to our personal and professional lives.
with them And, there are millions more innovative services still on
• Employs thousands of telecommunications industry– the horizon.
knowledgeable professionals around the world to
support projects throughout their lifecycle, from strategy The rising popularity of services and applications that are
to deployment delivered from the cloud over robust next-generation networks
• Offers industry-leading integrated cloud service provides an unprecedented opportunity for CSPs to reinvent
management solutions, with the software, systems themselves as the preeminent providers of these innovative
and services teams that have deployed proven cloud and desirable communications, productivity, information
infrastructure solutions and entertainment applications and services. However, to
• Has an established track record of building, equipping make the most of this opportunity, CSPs must also step up
and operating sophisticated data centers to very stringent to the challenge to assure customers that the quality of the
operating requirements service provided is what the customer wants and expects it
• Understands the needs and imperatives of CSPs and has to be — secure, consistent and available when, where and how
the knowledge and experience with their end-to-end the user wants it.
operations environments and business processes
To accomplish these aims, CSPs require a comprehensive
Such a partner can apply communications industry cloud service provider platform that can harness their
expertise and cloud and IT technology experience and vast capabilities and those of a broad and diverse partner
expertise to integrate partner-provided capabilities, new ecosystem to meet customer needs for innovative services
cloud service management solutions and more. The result and applications and a consistent, high-quality user experience.
is the formation of a simple and completely integrated, CSPs also need a trusted, knowledgeable and experienced
end-to-end cloud solution that enables CSPs to create, business partner who has chosen to invest in a solution and
manage and monetize cloud services rapidly, for the public related capabilities specifically developed and packaged
and their own organization. for CSPs. With the aid of this business partner and its
CSP-specific offerings and vast ecosystem partners, CSPs
can design, create, deliver, manage and monetize a new
generation of cloud-based applications and services rapidly
and cost-effectively.

14

The right business partner supplying the right end-to-end IBM also has extensive cloud experience. IBM has been
cloud solution and helping CSPs offer the right set of ever- developing its cloud computing ecosystem since 2004, when
evolving services will help CSPs capitalize fully on the it launched the IBM Software as a Service Partner Program.
market shift toward innovation, create and capture new IBM also has 11 cloud labs for proof of concepts, cloud
value and become the providers of choice for the new era of development projects and client pilot programs, two cloud
applications and services the market demands. CSPs can and data centers, 34 data centers for delivering cloud services
should evolve into cloud service providers, and they have most and 64 sites for managed security services and information
of the things they need to do it better than any other set of protection services. Thousands of clients use our cloud
companies in the world. With the right business partner, computing solutions every day.
they can do it smarter and faster than the competition. And,
what can be the result? Strong business growth and expansion Now IBM has combined its extensive communications industry
with sustainable profitability. experience with its cloud expertise to become the first major
technology company to offer an end-to-end cloud computing
Why IBM solution portfolio specifically designed for CSPs that enables
IBM has served the communications industry since shortly them to launch private and public cloud services simply, quickly
after the company’s formation almost 100 years ago. IBM and cost effectively.
has continued to invest in the development of the skills and
experience needed not only to solve our communications Change is possible. Enable your evolution.
clients’ most complex problems, but also to transform the
industry. IBM has spent nearly $12 billion to deepen its
Do cloud smarter. Do cloud faster.
communications industry expertise with strategic acquisitions
and 22,000 IBM resources that directly deliver services to
Do cloud with IBM.
our valued communications industry clients.
Find out just how quickly you can take action to create, manage
and monetize cloud services for your customers.

ibm.com/telecom

© Copyright IBM Corporation 2010
IBM Corporation
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U.S.A.
Produced in the United States of America
October 2010
All Rights Reserved
IBM, the IBM logo and ibm.com are trademarks or registered trade-
marks of International Business Machines Corporation in the United
States, other countries, or both. If these and other IBM trademarked
terms are marked on their first occurrence in this information with a
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common law trademarks owned by IBM at the time this information
was published. Such trademarks may also be registered or common
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Other product, company or service names may be trademarks or
service marks of others.
1
Essentials for CSPs to Succeed with Cloud-based Services:
An executive brief sponsored by IBM. Stratecast, a division of Frost
and Sullivan, October 2010.

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