Telecom IQ
Learn about the latest trends and strategy in the communications industry from experts in HP’s Communication & Media Solutions team.

Preparing for Launch: Learning from the Telecoms Cloud Services Summit 2012

I presented and chaired a session at the IIR Telecom Cloud Services Summit in Berlin at the end of April.   The Summit buzzed with energy around Cloud services with everyone wanting to know what everyone else was doing and looking for real case studies and experiences.  Almost 250 people attended the Telecom Cloud Services summit with more than 50 different telecom operators represented.



In our workshop on the first day we asked the over 50, mostly service provider, audience what services would work or were working in their market, how they would implement them and how they would add value with their network assets.  I also led a panel session, featuring Verizon/Terremark and Telecom New Zealand amongst others, addressing the topic of services to launch and business models.


The participants in both activities agreed that market analysis was critical since each company had a different starting point in the cloud market, such as:

-          Existing IT services offer

-          Installed base in the enterprise

-          Incumbent or challenger

-          Perception of “over-the-top” cloud players in the local market

-          Compliance and data privacy local laws


However some common themes emerged in terms of services.  Consistent with studies we have seen, the participants agreed that communications and collaboration services such as hosted contact center and email were suitable adjacent markets for many Communications Service Providers and some have already launched them – for example Turkcell and Swisscom.    Swisscom presented a case study at the conference and Turkcell recently announced their service launch “SuperBulut” or "Super cloud".


While IaaS services – storage and servers – were important, Telecom operators needed to differentiate these from existing more-casual offerings from other players.  One way they can do this is to leverage the network to provide a more consistent experience by including network connectivity with enterprise class SLAs.


In terms of target market, participants in the workshop called out small and medium business, tending towards the small end (10-50 employees) as an ideal target market.  Somewhat surprisingly, government and public sector also came out as a potential target.    Some of the participants in our workshop were coming from the public sector and debunked the view that governments would not be willing to buy cloud services due to privacy concerns.   However they were seeking services more akin to virtual cloud services rather than public cloud.


Stay tuned for more information about new Cloud Services HP can help you launch in my next blog.   Meanwhile, sign up for the HP Discover event , with its extensive cloud program, including Demonstrations, presentations and workshops for CloudSystem Service Provider – our all-in-one cloud solution for service providers seeking to launch their own cloud services. 


More information, including registration details, for HP Discover 2012 is available

at  HP Discover is June 4-7 2012 in Las Vegas, Nevada, US.


Part II of this blog is now available on the HP Grounded in the Cloud Blog.

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About the Author
Richard Arthur has enjoyed the last two decades of the wild ride that has been the communications industry since deregulation. He is curre...

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