A presentation of Cloud Company - The Book.

1. TEEMU
ARINA
www.tarina.me

2. cloudcompanybook.com

3. CLOUD
INTERNET

4. CLOUD COMPUTING
CLIENT Google
Chrome Android iPhone
APPLICATION Salesforce Apple App
Google Apps
Force.com Store
Amazon Web Google
PLATFORM Services App Engine
Amazon EC2 Amazon
INFRASTRUCTURE S3

5. CLOUD COMPUTING
CLIENT Google
Chrome Android iPhone
APPLICATION Salesforce Apple App
Google Apps
Force.com Store
Amazon Web Google
PLATFORM Services App Engine Ref: Guy Rosen
Amazon EC2 Amazon
INFRASTRUCTURE S3

6. CLOUD COMPUTING
CLIENT Google
Chrome Android iPhone
APPLICATION Salesforce Apple App
Google Apps (Q2 2010)
Ref: Zenoss
Force.com Store
Amazon Web Google
PLATFORM Services App Engine
Amazon EC2 Amazon
INFRASTRUCTURE S3

7. CLOUD COMPUTING 314000
APPLICATION
STORE MARKETS
135000
43000
Apple App Store Google Android Nokia OVI
CLIENT Google
Chrome Android Distimo (January 2011)
Ref:
iPhone
APPLICATION Salesforce Apple App
Google Apps
Force.com Store
Amazon Web Google
PLATFORM Services App Engine
Amazon EC2 Amazon
INFRASTRUCTURE S3

8. CLOUD COMPUTING
CLIENT Google
Chrome Android iPhone
APPLICATION Salesforce Apple App
Google Apps WORLDWIDE
Force.com Store
SMARTPHONE
41.2% SALES Q2 2010
Amazon Web Google
PLATFORM Services App Engine
18.2% 17.2% 18.0%
14.2%
Amazon EC2 Amazon 5.0% 2.4%
INFRASTRUCTURE S3
Symbian RIM Android iOS Microsoft Linux Other
Ref: Gartner (2010)

9. CLOUD COMPANY
Cloud Computing
Network Organization
Distributed Worksforce Peer-production
Transparency
Crowdsourcing

10. 20th CENTURY PRACTICES
FOR 21st CENTURY WORK

11. WORK TODAY IS INTERRUPTED
AT LEAST EVERY 15 MINUTES

12. WHERE WE SPEND OUR DAYS...
0.5-2 hours on irrelevant phone calls
0.5-1 hours hallway interruptions
3-4 hours impulsively answering emails
2-4 hour pointless meetings
X
∞ hours IT problems

13. IN ALL PHYSICAL MEETINGS
THERE ARE MORE OR LESS
THE WRONG PEOPLE PRESENT.
Ref: Esko Kilpi

14. IN DIGITAL WORKING ENVIRONMENTS
THERE COULD BE MORE OR LESS
THE RIGHT PEOPLE PRESENT.

15. COMMUNICATION ✖ COORDINATION ✖ RESPONSIBILITY
ALL EFFECTIVE MANAGEMENT & COLLABORATION TODAY IS
DIGITALLY DISTRIBUTED
Ref: Esko Kilpi

16. DIGITAL DECENTRALIZATION LEADS TO A
CLOUD COMPANY
Distributed & Transparent
Technology
Platforms + Communication
Practices
TOOLS CULTURE

17. COMMUNICATIONPARADIGM SHIFT
BEFORE NOW
• Point-to-point • Context-based
• Pre-defined & predictable • Self-organizing & adaptive
• E.g. telefax, phone, email • E.g. social software
WHAT SEQUENCE? WHAT CONTEXT?

18. DISTRIBUTED TECHNOLOGY PLATFORMS
... ... ...
Sales, Marketing, Support: Interactions Ideas: Innovation
Workforce: Collaboration Computing: Automation
Storage: Information Business
Infrastructure
Infrastructure
S3
Dropbox
Ref: In collaboration with Pasi Mäenpää / Elisa

19. DISTRIBUTED
WORKFORCE
elance.com

20. is going to hire 40% of its new workforce
through social media.
“This is the future of recruiting
for our company”
– John Campagnino,
Accenture, Head of Global Reqruiting

23. APPLICATION PHONES & TABLETS
Cloud-based platforms for personalized work environment customization.

24. PERSONAL KNOWLEDGE MANAGEMENT

26. Flipboard
Social Reading Experience.

28. EFFECTIVE KNOWLEDGE WORK TODAY
IS HERE
Connections
Sharing
Interactions

29. AN ORGANIC ENTERPRISE...
Neural Network Brain
Feeds, Search & APIs Wiki & Shared Workspaces
Socially filtered sensory input. Connecting reflections.
Senses Blood system
Social Networking
Blogs & Communities Optimizing communication
Reflection in and on action. flows and social interaction.
Skeleton
Spirit = Values and Vision.
Operative Technologies
Business process backbone. Muscles = Resources and Funding.

30. ...IN A DIGITAL BUSINESS ECOSYSTEM
Open
Middle
Youniverse
environment
Kingdoms
Industry Social & economic value creation
Organic &
controlled & led community led
Digital business
Safe
Havens
Closed Ref:

31. CLOUD COMPANY MANIFESTO
Cloud is a metaphor for the internet and Cloud Computing is the
metaphor for a technological paradigm shift in the way how we utilize
software and information.
Technology enthusiastics are often pushing an idea based on
Technological Determinism, that this new technology alone would
drive the development of organizational practices, culture and
behavior. However the influence and importance of culture and people
cannot be underestimated. Media theorist Marshall McLuhan
famously said that "We shape our tools. And then our tools shape us."
What the cloud is shaping is our forms of organization, intertwingled
by technology and culture. The cloud will dramatically lower the
transaction costs of doing business. As companies decentralize various
layers including infrastructure, R&D, marketing and sales, they
eventually empower a new form of organization to emerge: the
company as a cloud. What we don’t yet understand is how to design
and shape such an organization, from both operational, technological
and cultural perspectives. Our future might as well depend on it.
In the Cloud, November 2010
Teemu Arina

32. tar1na
cloudcompanybook.com
Thanks to:
TEEMU Pasi Mäenpää / Elisa
Esko Kilpi
ARINA Mikko Kaipio / Dicole
Juhani Anttila
Petra Salminen / Dicole
www.tarina.me Sami Viitamäki / DIEGO
teemu@dicole.com