Tourism Cloud –
Enabled Business Model Innovation
Jen-Yao Chung
IBM T. J. Watson Research Center
© 2012 IBM Corporation
Agenda
Introduction and Industry Trend
Tourism Ecosystem
What is Cloud, Why Cloud – Rethink IT / Reinvent Business
Enterprise Cloud Approach
Cloud Adoption Patterns - Business Cloud Services
Innovative Business Model for Cloud
Summary
2
© 2012 IBM Corporation
The World Wide Tourist Market
 WTTC’s latest Economic Impact Research shows that world Travel & Tourism
continues to grow in spite of continuing economic challenges.
– Despite progressive downgrades to growth forecasts through 2011, the industry grew
by 3% over the course of the year (in terms of Travel & Tourism’s contribution to
GDP).
– Tourism’s direct contribution to GDP in 2011 was US$2 trillion and the industry
generated 98 million jobs.
– Taking account of its direct, indirect and induced impacts, Travel & Tourism’s total
contribution in 2011 was US$6.3 trillion in GDP, 255 million jobs, US$743 billion in
investment and US$1.2 trillion in exports. This contribution represented 9% of GDP, 1
in 12 jobs, 5% of investment and 5% of exports.
– Growth forecasts for 2012, although lower than anticipated a year ago, are still
positive at 2.8% in terms of the industry’s contribution to GDP.
– Longer-term prospects are even more positive with annual growth forecast to be
4.2% over the ten years to 2022.
Source: World Travel & Tourism Council (WTTC) http://www.wttc.org/research/economic-impact-research/
3
© 2012 IBM Corporation
Tourist Industry Trend
 Internet continues impact on tourism
 Strong efforts in standardization and interoperability
 Increasing importance of mobile devices and geographical information systems
– Always on
– Integrated circuits (RFID) enter tourism industry
 Market segmentation will become more sophisticated and specific
– Individualization/personalization as an ongoing trend
– Travel agents reinvent themselves for personalized service
– Promote customer centricity
– Personalize with precision
– Demographic changes and consequences
 Elderly people is increasing rapidly
 Further decrease in the average number of persons per household
– Extend the experience
 the experience doesn’t begin at departure or end upon completion (e.g. virtual
experience)
 Sustainable tourism
– Global catastrophes as facts of daily life
4
© 2012 IBM Corporation
Barriers to e-business adoption
The small size of the company
Costs of e-business technologies
Complexity of e-business technologies
Lacking compatibility of technologies
Security risks and concerns about privacy issues
Perceived unsolved legal issues
The difficulty to find reliable IT suppliers.
5
© 2012 IBM Corporation
Agenda
Introduction and Industry Trend
Tourism Ecosystem
What is Cloud, Why Cloud – Rethink IT / Reinvent Business
Enterprise Cloud Approach
Cloud Adoption Patterns - Business Cloud Services
Innovative Business Model for Cloud
Summary
6
© 2012 IBM Corporation
The Travel Ecosystem
Providers
Air
Hotel
Car
Other
Global Dist Systems
Traditional
Other
Distributors
TA/OTA
Other
Travelers
7
© 2012 IBM Corporation
Evolution of travel distributions
“Push”
Travel
Providers
“Swarm”
“Pull”
Social
Networks
Traveler
Travel
Provider
s
Distribution
Networks
Brick & Mortar
Agencies
Traveler
8
Multiple
Intermediaries
Media &
Advertisin
g
Traveler
Online
Forums
Intermediaries
On/offline
Agencies
Distribution
Networks
Travel
Providers
Shifting paradigms in travel distribution…
 Suppliers once controlled data and used this to
their advantage, but as customers gained access
to the same data they became adept at meeting
their own needs
 The continued flood of information is too complex
and is adding to customer dissatisfaction with
travel distribution
© 2012 IBM Corporation
Hot Issues and Key Questions to Focus
 Hot issues in travel
technology:
– exponential transaction
growth / look to book ratios
– explosive distribution channel
growth
– single view of customer /
systems integration
– cloud computing
– mobile
– green compliance /
sustainability strategy
– social networking / social
media
– dynamic packaging
– descriptive/rich visual content
9
 For the tourism industry service
providers, these are the key questions
to focus:
– Which distribution channels are most /
least effective?
– How does your travel distribution
website compare to best-in-class
websites?
– How do customers view travel
distribution and fulfillment?
– Do current segmentation schemes
match current and future needs?
– How can partner data be used to
formulate a more robust view of
customers?
– What capability gaps can partners fulfill
more effectively?
© 2012 IBM Corporation
To enable seamless travel: information aggregation and partner
coordination must become top priorities in the travel industry
The journey toward seamless travel
Will travelers be
willing to pay for this
service?
Does the necessary
data exist?
10
Will the resulting
analysis prove useful?
Can customers
interact with the
information?
Can the data be
shared?
Can the data be
analyzed for travelers?
Can it be delivered
efficiently?
Has it been stored for
reuse?
Can it be integrated
with other data?
Can the analysis be
packaged?
© 2012 IBM Corporation
Agenda
Introduction and Industry Trend
Tourism Ecosystem
What is Cloud, Why Cloud – Rethink IT / Reinvent Business
Enterprise Cloud Approach
Cloud Adoption Patterns - Business Cloud Services
Innovative Business Model for Cloud
Summary
11
© 2012 IBM Corporation
Cloud Computing – A Business Value
Cloud computing is a model for enabling cost effective business
outcomes through the use of shared application and computing
services. The value …. if possible …. is better economics in the
execution of business processes.
Cloud computing is a new consumption
and delivery model inspired by
consumer internet services.
Key characteristics:
 On-demand self-service
 Ubiquitous network access
 Location independent resource
pooling
 Rapid elasticity
 Flexible pricing models
12
Usage
Tracking
Web 2.0
SOA
End User Focused
Virtualization
Service
Automation
© 2012 IBM Corporation
Cloud: A Model for Shared Services
Cloud Computing is a model of shared network-delivered services, both public and private, in which
the user sees only the service, and need not worry about the implementation or infrastructure
People
Services
Business
Services
Standard Internet
technologies
Important roles for both
public and private
clouds.
Application
Services
Flexible pricing
Consumable webdelivered services
requiring no installation,
minimal setup
Rapid provisioning
Service layers separated by
clean APIs, enabling
composition.
Platform
Services
Infrastructure
Services
13
Built on radically
scalable, manageable,
virtualized IT resources
Elastic scaling
Advanced
virtualization
© 2012 IBM Corporation
Clouds will be used at each layer, and stacked to easily create new solutions
Cloud technologies offer operational expense reductions at all layers
Agents
Support
Community
End Users
People
Services
Crowdsourcing
Retail Banking Trade & SC Finance Single Euro Payments Mobile Banking Front Office Optimization
Business
Services
Customer Care
Int. Risk Mgmt.
Industry Frameworks & Information Foundation
Experience
Management.
CiC Design Space
User Manager
Mashup Server
Service/Software
Catalogs
Open SOA Foundation (WS Framework, Service Bus)
Assurance
Fulfillment
Billing
Service Cloud Business & Operations Support
Dynamic Provisioning
Process & Policy Mgmt. Problem & Change Mgmt.
B2B Partnerships
Application
Services
Platform
Services
Payments
Distributed Cloud Computing Services
Infrastructure
Services
14
Data Mgmt.
Virtualization
Provisioning
Workload Mgmt
SLA & Capacity
Security
Monitoring
© 2012 IBM Corporation
Business and IT are attracted to cloud for different reasons
Rethink IT
60%
of CIOs plan to use cloud (up from
33% 2 years ago)
55%
of business executives believe
cloud enables business
transformation and leaner, faster,
more agile processes
• Initiate new revenue streams
• Faster time to market for new services
• Focus on differentiated processes
• Meet changing customer expectations
Transformation
Efficiency
• Rapidly deliver services
• Integrate services across cloud environments
• Increase efficiency
Reinvent Business
Economics of Computing are Changing
15
© 2012 IBM Corporation
Businesses are seeing significant results
 Reduce IT labor cost by 50% in configuration, operations,
management and monitoring.
 Improve capital utilization by 75%, significantly reducing
license costs.
 Reduce provisioning from weeks to minutes and improve cycle
times
 Eliminate 30% of software defects and improve quality.
 Reduce IT support costs by up to 40% for end users.
16
© 2012 IBM Corporation
Cloud perception is evolving
Enabling
• Things are possible
which were not possible
before
• Create new business
models
• Triggers competitive
advantage
Disruptive
Speeding
• Speed of transformation
• Lower barriers to
Transformational
Optimizing
• Cost Savings
• Time to market
• CapEx to OpEx
• Reduced TCO
Efficient
o
2006
17
innovate
• Reduce risks
• Increase productivity
o
o
o
o
o
o
o
APIs
New services
Applications built for Cloud
Brokering
Private Clouds
Cloud Management
Further Automation
IaaS
2007
2008
2009
2010
2011
2012
© 2012 IBM Corporation
Agenda
Introduction and Industry Trend
Tourism Ecosystem
What is Cloud, Why Cloud – Rethink IT / Reinvent Business
Enterprise Cloud Approach
Cloud Adoption Patterns - Business Cloud Services
Innovative Business Model for Cloud
Summary
18
© 2012 IBM Corporation
Enterprise Cloud Approach
…workload optimization
– Development and Test; Desktop; Collaboration; Analytics; Compute
– Rapid return-on-investment and productivity gain
…deployment choices
– Public, private, hybrid
…integrated service management
– Service delivery, service request, service monitoring
– Lowers operational costs, drives efficiency, enhances security
19
© 2012 IBM Corporation
Key Consideration 1: What workloads to move to cloud and
what application delivery model is best for that workload?
Traditional
On-Premises
Infrastructure
as a Service
Platform
as a Service
Software
as a Service
Applications
Applications
Applications
Applications
Data
Data
Data
Data
Runtime
Runtime
Runtime
Runtime
Middleware
Middleware
Middleware
Middleware
O/S
O/S
O/S
O/S
Virtualization
Virtualization
Virtualization
Virtualization
Servers
Servers
Servers
Servers
Storage
Storage
Storage
Storage
Networking
Networking
Networking
Networking
Standardization; OPEX savings; faster time to value
Vendor Manages in Cloud
20
*Capex: Capital Expenses, *Opex: Operating Expenses
Client Manages
© 2012 IBM Corporation
Workloads Matter: Cloud adoption is driven by workloads
Ready
for Cloud
New Industry
workloads
Collaborative Care
Analytics
Infrastructure Storage
Information
intensive
Sensitive
Data
Medical Imaging
Industry Applications
Isolated
workloads
Highly
customized
Collaboration
Mature
workloads
Not yet virtualized
3rd party SW
May not yet
be ready
for Cloud …
21
Financial Risk
Complex
processes &
transactions
Energy Management
Workplace, Desktop
& Devices
Business Processes
Preproduction
systems
Regulation
sensitive
Development
& Test
Batch
processing
Infrastructure
Compute
© 2012 IBM Corporation
Key Consideration 2: What deployment
model is best for a given workload?
Private
Cloud
Enterprise
Data Center
Managed
Private Cloud
Hosted
Private Cloud
Enterprise
Data Center
Enterprise
Third-party
operated
Third-party
hosted and
operated
Shared
Cloud Services
Enterprises
Public
IT capabilities are provided “as a
service,” over an intranet, within the
enterprise and behind the firewall
22
Users
 Free
 Register
 Credit Card
 Click to contract
Private
Hybrid
Public
Cloud Services
IT activities / functions are
provided “as a service,” over
the Internet
Internal and external service delivery
methods are integrated
60% of CIOs plan to use cloud up from 33% two years ago
…the majority being hybrid clouds
© 2012 IBM Corporation
An evolutionary transformation to cloud is typical for
enterprises and provides unique challenges
In the enterprise cloud is an
evolution, revolution and game changer
Enterprise Cloud adoption
presents unique challenges
 Integration of cloud and
traditional IT
Cloud
Shared Resources
Automate
 Migration over time
 Security and compliance
issues
 Global business process
transformation
Standardize
Virtualize
Traditional IT
23
© 2012 IBM Corporation
Transforming application development
– end to end - for the cloud
IBM Testing Services
System Stability/Completeness
Metric
Expected
Severity over Time, All Valid Defects
Actual
High severity defects and total defect
volumes decreasing over time
Defect volumes are decreasing
High severity defects and total defect
volumes decreasing over time
Sev1s = 6% overall but decreasing
Sev1’s <= 3%
Sev2s = 52% but decreasing
Sev2’s <= 35%
Application
Virtualization
Requirements
Cloud Deployment Topology &
Security Modeling
Requirements
Analysis
Sev2s = 53% but decreasing
Sev2’s <= 40%
ALM Tools
Project
Initiation
Defect
Analysis
Defect volumes are decreasing
Sev1s = 9% overall, no obvious trend
Sev1’s <= 6%
Severity over Time, Code Defects Only
Development
Integration : Cloud-to-Cloud ;
Cloud-to-Enterprise
Simplest issues and total defect volumes
decreasing over time
Defect volume trend is decreasing over
time. Function defects have not surfaced
for several periods. Algorithm, Assignment,
and Checking defects continue to surface
throughout UAT.
System Completeness: Qualifier over
Time
(Code Defects Only)
Missing decreasing over time & overall
E2E proportions 25-35%
Missing is increasing over time and overall
proportions are significantly higher than
desirable at 41%
Missing percentage during UAT should be
10% - 15%
Overall Rating
 Percentage of “missing” is very high compared to the benchmark, and the trend is increasing.
 Overall volumes are decreasing, but higher severities and simpler defects continue to surface.
 Insufficient
25
Services Optimizations
Cloud Brokering / Deployment
Design
System Code Stability: Artifact Type
over Time
(Code Defects Only)
IBM Confidential
© 2008 IBM Corporation
Image/ & Services
Mgnt/Monitoring
Billing &
Metering
Deployment
Production
Test
xCloud Testing
Data Security
Maintain
Code Analysis
& Reporting.
24
Performance
Testing Services
Website & Mobile
Application
Performance
© 2012 IBM Corporation
Agenda
Introduction and Industry Trend
Tourism Ecosystem
What is Cloud, Why Cloud – Rethink IT / Reinvent Business
Enterprise Cloud Approach
Cloud Adoption Patterns - Business Cloud Services
Innovative Business Model for Cloud
Summary
25
© 2012 IBM Corporation
Questions to ask the Cloud Service Provider at every layer
All clouds will not be the same …
Does your people cloud use knowledge-enablement
and social computing to create increased value?
Does your business cloud have deep industry
capability that lets me benefit from the increasing
returns of sharing (e.g., information)?
Can your application cloud easily function as a
component in my application?
Service Cloud Layers
‘People’ Services
Business Services
Do you have platform and management technologies
to overcome the potential complexities/downsides of
multiple clouds.
Application Services
Platform Services
Can your cloud technologies to help solve “out-ofspace, out-of-power” and lower costs? Quality of
service?
Infrastructure Services
Static, dedicated, outsourced
26
2000
2006
Network-delivered, off-premises
2012
Shared, automated, dynamic
© 2012 IBM Corporation
New Cloud Computing Architecture and delivery models are already
changing the application and business services ecosystem
DESKTOP AND DEVICES
Storing files and applications
remotely and pushing them to
clients in real time.
ANALYTICS
Turning data into insight to
anticipate business
conditions, avoid risks and
capture new opportunities.
STORAGE
Putting rapidly increasing
volumes of data in a location
that is scalable and accessible
from anywhere.
27
Key Future technologies:
• Extreme Automation
• Highly differentiated platform as a
service
• Fine grained cloud security
• Seamless secure operations
across private and public cloud
COLLABORATION
Simplifying and improving
daily business interactions
with customers, partners
and colleagues.
DEVELOPMENT AND TEST
Deploying virtual
environments for the
construction of software
applications.
© 2012 IBM Corporation
Cloud services
Business Desktop
Development and Test
Applications
and data
PCs
Systems
(AD, DHCP,
DNS)
Thin clients
VPN or
dedicated
circuit
Virtual
machines
Connection Broker
• Access a security-rich, standardized test and
development environment
• Reduce operational costs and large amounts of
capital outlays,
• Improve cycle times for faster time-to-market
• Improve collaboration and quality
• Reduce the cost of desktop hardware and
management
• Safeguard data and applications
• Increase business flexibility
• Reduce complexity and energy consumption
Managed Backup Cloud
Real-Time Collaboration
• Work beyond the boundaries of an organization
• Share information more easily with customers,
suppliers and Business Partners
• Lower upfront investment and operating costs
• Reduce/eliminate IT staff for implementation
• Acquire services extremely easily
• Provide work-ready integrated business
applications
• Provide remote data protection with a managed,
offsite data backup and recovery solution that is
automatic, secure and reliable
• Reduce backup windows with automated, deduplicated technologies.
• Shift to a pay-as-you-use pricing model that
enables predictable monthly costs and requires no
up-front capital investment.
Remote Recovery Site
Customer Location(s)
Web conferencing
Collaboration
Messaging
Server and
PC Data
28
Wide
Area
Network
(WAN)
Offsite Data
Protection
Remote Data
Protection Service
Platforms
© 2012 IBM Corporation
Software as a service coupled with deep industry insights,
business process skills and analytics
E-Commerce on Cloud
Cloud Solutions
Software and Business Process as a Service
Business Process as a Service
Software as a Service
Business Analytics
and Optimization
Social Business
Commerce
Smarter Cities
Helping companies transform how they buy,
market, sell and service goods and services with
customers and suppliers
Social Business on Cloud
Helping companies accelerate their ability to turn
information into insights
Business Analytics &
Optimization on Cloud
Integrate the collective knowledge of peoplecentric networks to accelerate decision-making,
strengthen business processes, and increase
innovation
Smarter Cities on Cloud
29
Helping cities of all sizes leverage information,
anticipate problems and coordinate resources to
deliver exceptional service to their citizens © 2012 IBM Corporation
Agenda
Introduction and Industry Trend
Tourism Ecosystem
What is Cloud, Why Cloud – Rethink IT / Reinvent Business
Enterprise Cloud Approach
Cloud Adoption Patterns - Business Cloud Services
Innovative Business Model for Cloud
Summary
30
© 2012 IBM Corporation
Major Technology Trends driving Business Change
 Mobile revolution
– Connectivity, access and participation are growing rapidly
– Smart devices are becoming the primary route to get connected
– Devices are getting smarter as they are increasingly enriched by mobile apps
 Social media explosion
– Social media is quickly becoming the primary communication and collaboration format
– “digital natives” use of technology and social media platforms is accelerating adoption
– Enterprises are adopting social media but are struggling to realize the value and manage risk
 Hyper digitization
– Digital content is produced and accessed more quickly than ever before
– Internet traffic is growing globally driven by consumer use of video, mobile data,
interconnectedness
– An increasing number of connected devices and sensors is further driving growth
 The power of analytics
– New capabilities for real time analysis, predictive analytics and micro-segmentation are emerging
– Top performing companies use analytics to drive action and business value
– Analytics are making information “consumable” and is transforming all parts of the organization,
from customer intimacy to supply chain management
31
© 2012 IBM Corporation
“Game Changing” Cloud Business Enablers
2
1
Cost
Flexibility
 Shifts fixed to variable cost
 Pay as and when needed
6
Business
Scalability
 Provides limitless, costeffective computing capacity
to support growth
Ecosystem
Connectivity
 New value nets
 Potential new
businesses
3
 Faster time to market
 Supports experimentation
4
5
Context-driven
Variability
Market
Adaptability
Masked
Complexity
 Expands product sophistication
 Simpler for customers/users
 User defined experiences
 Increases relevance
Source: IBV Analysis
32
© 2012 IBM Corporation
Cloud enables businesses to reduce fixed IT costs and
shift to a more variable, “pay-as-you-go” cost structure
1
Cost Flexibility
Characteristics
 Shifts CapEx to OpEx, when
and as needed
 Shifts cost from fixed to
variable
 Generates faster payback and
higher ROI
Example: An online marketplace company
 An online marketplace company provides service to
buy and sell travel-related goods. In addition to
bringing buyers and sellers together, the marketplace
offers product recommendations based on analysis of
buyer preferences.
 The marketplace company uses cloud based
analytics capabilities for its targeted marketing
approach by renting hundreds of computers every
night to analyze data from a billion views of its
website.
 Cost flexibility of the cloud allows the marketplace
company access to tools and compute power that
only large retailers could afford.
The cloud frees up capital by significantly
reducing the need for IT investment
33
© 2012 IBM Corporation
Cloud enables businesses to grow efficiently, expanding
the range of business options
2
Business Scalability
Characteristics
 Rapid / elastic provisioning of
resources
 No scale limitations
 Benefit from scale economics
without achieving large
volumes on your own
Example: An internet media company
 An internet media company streams movies ondemand with large surges of capacity required at
peak times.
 The company can use cloud to rapidly scale up its
business without having to buy, support and operate
infrastructure and resources to meet its growth
requirements.
Cloud’s ubiquitous and nearly unlimited
computing power drives scale economics and
enables self-provisioning and peak/non-peak
responsiveness
34
© 2012 IBM Corporation
Cloud enables businesses to rapidly adjust processes,
products and services to meet the changing needs of the
market
3
Market Adaptability
Characteristics
 Facilitates prototyping
 Speeds time to market
 Supports rapid prototyping
and innovation
Example: An open application platform for TV
 An open application platform for TV allows content
providers and distributors to react immediately to
changing consumer demands and deliver what the
consumers want.
 Cable, IP and Satellite TV providers can create and
deliver interactive, on-demand content dynamically to
consumers on any device.
 Content providers, TV programmers and web content
developers can create or change an application – for
entertainment, commerce, advertising, social media,
gaming or news and sports – and deploy it all-at-once
for all end-users.
Cloud-enabled services can be tuned for market
dynamics and demand and then rapidly updated,
revamped and deployed via web services
35
© 2012 IBM Corporation
Cloud enables businesses to attract a broader range of
consumers with elegantly simple solutions
4
Masked Complexity
Characteristics
 Expands feasible range of
sophistication in products and
services
 Minimizes requirements of
user to understand how
product works or how to
maintain it
Example: the Mobile Print platform
 The Mobile Print platform uses tools via a cloud to
convert and process print requests from any mobile
device (e.g. tablet, smart phone) to a printer.
 It can remove complexity for users – no need to
understand / install / maintain printer device drivers
for their mobile devices or targeted printers.
 It will reduce cost and management of supporting
diverse end-user mobile devices, content-producing
applications, network configurations and printer types.
Cloud-enabled services leave the complexity to
the experts, delivering only outcomes to the
end-user
36
© 2012 IBM Corporation
Cloud enables businesses to create personal experiences
that adapt to subtle changes in user-defined context
5
Context-driven
Variability
Characteristics
 Supports context-driven, usercentric experiences
(preferences, movements,
behaviors)
Example: A cloud-based, natural language assistant
 This is to support user defined preferences. Cloud
can be used to store information about user
preferences and enable the customization of product
or service which is being delivered.
 A cloud-based, natural language “intelligent personal
assistant and knowledge navigator” that relies on
context to create a more personal, intimate
interaction. Leveraging the computing capabilities
and capacity of the cloud, the application
“understands a wide variety of ways to ask a question,
grasps the context and returns useful information in a
friendly way, either audibly or by displaying results.
The computing power and capacity of cloud
enables individualized, context-relevant
customer experiences
37
© 2012 IBM Corporation
Facilitating engagement, alignment and innovation, cloud
enables external collaboration with partners and
customers
6
Ecosystem
Connectivity
Characteristics
 Facilitates new value nets of
partners, customers and other
external players
Example: tourism value chain
 New value nets can be created including subject
matter experts (SMEs), shared infrastructure and
services from cloud service providers. Productivity
can be enhanced through customer and partner
interactions.
 In tourism value chain, cloud based platforms can
support sharing of resources, processes and
workforce between companies, hence it can also
enable joint marketing and collaboration. The
ecosystem connectivity enables efficiencies required
in an emerging market to deliver quality tourism at
low cost.
More and more, companies are relying on
collaborative ecosystems to provide the input
for innovation that will drive their growth
38
© 2012 IBM Corporation
Using cloud’s business enablers to optimize, innovate and disrupt
business models
Cloud offers six “game changing”
business enablers …
…that are fuelling innovations
across enterprise value chains and
customer value propositions…
…empowering organizations to
optimize, innovate or disrupt
business models
6
Ecosystem
Connectivity
4
5
Context-driven
Variability
Market
Adaptability
Cloud Enablement
Framework
Masked
Complexity
Customer Value Proposition
Transform
3
Value Chain
Cost
Flexibility
Improve
1
Business
Scalability
Value Chain
2
Disruptors
Create
Cloud’s Business Enablers
Innovators
Optimizers
Enhance
Extend
Invent
Customer Value Proposition
Organizations need to assess themselves using the Cloud Enablement Framework
and examine the potential to innovate by leveraging the cloud’s business enablers
39
© 2012 IBM Corporation
Agenda
Introduction and Industry Trend
Tourism Ecosystem
What is Cloud, Why Cloud – Rethink IT / Reinvent Business
Enterprise Cloud Approach
Cloud Adoption Patterns - Business Cloud Services
Innovative Business Model for Cloud
Summary
40
© 2012 IBM Corporation
Six Steps to Getting Started with Cloud
1
2
Develop the Strategic
Direction
Analyze Workloads
Determine Delivery
Models
IT Provider Relationship Profile
High
Enabler
Benefit
3
Provider researches,
recommends and implements
technology to enable quantum
leap in business capability
Partner
Utility
Provider works with others to develop a
service and provide resources/skills
necessary to support the service
E-Mail,
Collaboration
Software
Development
Test and PreProduction
Data
Intensive
Processing
Enterprise
Trad
Private
IT
Provider of a quality service at a cost equal to or
lower than the competition
Public
Hybrid
Database
Provider of an adequate service at a cost lower
than the competition
Cost
High
4
Platform
Infrastructure
Service
Catalog
Cloud Platform
Service
Publishing
Tools
Service
Fulfillment &
Config Tools
41
OSS
Service
Reporting &
Analytics
Enterprise
Architecture
Service
Definition
Tools
BSS
Operational
Console
Implement the
Roadmap
Service
Planning
Software
Role
Based
Access
Build the
Business Case
Master Data
Management
Cloud
Services
6
5
Define the
Architectural Model
End
Users,
Operators
ERP
Information
Integration
Commodity
Business Architecture
Alignment
Information Systems
Architecture
Metadata
Data Model
Information
Transformation
Information Placement
& Structure
Phase 1
Phase 1
Document business directions
and IT’s alignment with them,
across the enterprise
Provide a baseline of agreement by
educating all stakeholders on the
fundamentals of Enterprise Architecture
Assess the existing IS Architecture for a
selected set of LOBs
Develop and execute an IS Architecture
roadmap across the enterprise
Pilot Metadata integration with key tools and
applications
Develop metadata technical strategy
Establish a cross-functional Information
Architecture (Data Administration) team
Define the information integration
architecture
Develop and implement enterprise-wide
business architecture initiatives
Develop an overall IS enterprise architecture
framework to guide the enterprise
Establish data entity naming standards
Extend the information integration
architecture across the
organization & technologies
Extend the Information Integration
Architecture for placement &
structure optimization
Phase 2
Phase 2
Document business glossary into metadata
repository for some LOBs
Define and document common semantics
(business glossary) across LOBs for some
subject areas
Integrate information transformation
with common metadata and data
cleansing services
Optimize data & content
placement and structure across all
LOBs & technology silos
Integrate data placement with the
Information Lifecycle Management
implementation
Phase 3
Phase 3
Phase 4
Phase 4
© 2012 IBM Corporation
Business Cloud Summary
 Cloud Computing is a model of shared network-delivered services, both
public and private, in which the user sees only the service, and need not
worry about the implementation or infrastructure
 The Cloud has 5 distinct layers and value propositions. Very significant
opportunities exist above the infrastructure level, where much of the cloud
discussion has been focused previously.
 The Cloud model can be truly disruptive if it can reduce the IT operational
expenses of enterprises: development, management, integration, and energy
consumption.
 By reducing expenses and increasing efficiency and flexibility, the Cloud
model of services can improve the way we manage travel, transport, airline,
finance, mobile information, and more.
 In the long run, development of an enterprise will depend on composable
web-delivered services on flexible infrastructure: that is, the Cloud.
 Moving to higher value business services with focus on “data”, “analytics”
and “people”.
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© 2012 IBM Corporation
Summary
 Travel industry was expected to be among the greatest beneficiaries
of new, low-cost, information-rich distribution opportunities.
 More than a decade later, however, online channels have mostly
focus on price.
 Now the new internet and cloud computing technologies and
business models can offer the potential for online differentiation and
the provision of value-added services and features for which tourists
will pay for the services.
 To capitalize on these developments, enhance the tourists travel
experience and create opportunities for improved financial
performance,
– the tourism ecosystem must learn to use the new cloud computing to
“play well” with all the others in the ecosystem.
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© 2012 IBM Corporation