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Bianca F. Granetto
Agenda Manager
Enterprise Application Software
SMAU 2014, Rome 20th March
Comprendere il Cloud e le altre
Correnti Scatenanti la Trasformazione
Digitale

2. RARELY does a SINGLE TREND or
TECHNOLOGY change the status quo.
BUT MULTIPLE trends can
TRANSFORM
the business landscape!
You must consider their overall
IMPACT, INFLUENCE and OUTCOME!

3. Place and Pace of Digital
Exponential Growth in just 20 years…
1993
CERN donated the
WWW technology to
the world
2000
70 Million
Computers
Connected
Google
2003
3 Billion Web
Pages
MySpace; Second
Life; LinkedIn;
iTunes
2006
25 Billion Web
Pages
Facebook;
YouTube;
Twitter
2013
2.7 Billions Internet
Users
39% of World Pop.
(ITU Estimate)
1950
2.5 Billions
World Pop.

4. • Amplifying the
occasions for growth
• Optimizing the costs
of conducting
business
• New productivity
• Accelerating the path
to change
• Compete on a Global
Scale
3
Digital Economy Chance or Risk?

5. A Different Way of Doing Something…
4

6. Cloud computing is a “style of computing”
Agility
Cost
Less Complexity
More Focus
Self-Service
Innovation
Security
Assurance
Lock-in
Integration
Financial
Transparency
Definition: Gartner defines cloud computing as "a style of computing
where scalable and elastic IT-related capabilities are provided 'as a
service' to external customers using Internet technologies."

7. The Shades of Cloud Computing
Virtual
Private Cloud
Hybrid
Enterprise A Enterprise A
EnterpriseA
EnterpriseB
EnterpriseA
EnterpriseB
CompanyX
UserZ
Closed Private Open Public
Community
Public Cloud
Public
Cloud
Managed
Private Cloud
Enterprise A
Enterprise
Private Cloud
Owner Enterprise Enterprise Provider Provider Provider
Operator Enterprise Provider Provider Provider Provider
Service
Access
Closed
(enterprise)
Closed
(enterprise)
Closed
(enterprise)
Closed group
(community)
Open
Level of
Control
Full High High Low None
Points of
Leverage
Skills (none)
Assets (none)
Skills (strong)
Assets (none)
Skills (strong)
Assets (medium)
Skills (strong)
Assets (strong)
Skills (strong)
Assets (strong)

8. Cloud and The Nexus
The Emergence of New Cloud Segments
Cloud in the
Nexus of Forces
Personal Cloud
Cloud
Collaboration
Effects on:
Customer
Experience
Business Model
Business Units
Service Delivery
New business
ideation/entreprene
urship
Business Partners
IT Legacy
Cloud + Social
Cloud + Mobile
External and
Internal Cloud
Brokerage
Cloud + Info.

9. Regional Perspective: Europe
8
Multi-lingual
Multi-Cultural
Cultural Heritage
EU Digital Union
Large SMB sector
Very high mobile
penetration
Population aged
60 and over
Biggest exporters and traders of
goods, services & income
Wide Economic Gap & Diversity
Leading Countries
in R&D
Many World’s
Largest
Businesses
Tourism
Transportation
Multi-Currency
Multi-Governments
NEX
US

10. Drivers:
• Europe 2020 and "A Digital
Agenda for Europe"
• IT Innovation & Digital Agendas
• High speed internet and related
services
• Digitization of Europe's rich
cultural heritage
• e-Government, online health,
smart home, digital skills, security
• EMEA Emerging Markets FDIs &
IT Innovation Policies
• SMBs access to Enterprise Level
Software
Inhibitors:
• Economic & Political uncertainty
• Credit crunch
• Loss of Competitiveness
• Temporary stall on EU initiatives
• Weak IT Innovation adoption/
cultural barriers
• Aging population
• Multiple Data and Privacy Laws
• Availability of skills
• Protectionism and Rigidities of
Labor Laws
9
Regional Perspective:
European Market Dynamics

11. 27%
26%
25%
19%
17%
17%
16%
15%
15%
14%
13%
12%
11%
10%
9%
7%
7%
7%
6%
Cloud Computing (SaaS, PaaS, IaaS)
Virtualization (server, desktop, storage)
IT modernization
Mobile Technologies
Software modernization
Big Data, Information Management
Data Center consolidation
Software implementation or upgrade
Analytics and Business Intelligence
Customer Experience Management
IT Governance
VoIP, Unified Comms and Collaboration
Business Continuity Management
Resource efficiency management tools
Social media
SOA and application architecture
Sustainability reporting applications
Video
Bring Your Own Device to work (BYOD)
What do you consider your organization's top three IT project priorities for 2013?
Gartner IT Budget Survey; Jan 2013; n = 1,523 (Up to three responses allowed)
2013 IT Project Priorities

12. 0
50
100
150
200
250
300
2011 2012 2013 2014 2015 2016 2017
Public Cloud Services
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
2011 2012 2013 2014 2015 2016 2017
Overall IT Spending Public Cloud Services
Public Cloud Services as a Percentage of
Overall IT Spending
3%
17%
Source: Gartner, IT Spending Forecast, 3Q13 Update, Public Cloud Services Forecast 3Q13 Update, September 2013
Public Cloud Services grows from 3% to 6% of overall IT Spending
Billions of DollarsBillions of Dollars
CAGR
CAGR

13. 12
Public Cloud Services CAGR (2012-2017)
By Segment
16.9%
10.8%
14.9%
20.2%
23.5%
24.0%
37.3%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Public Cloud Services Total
Cloud Business Process Services (BPaaS)
Cloud Advertising
Cloud Application Services (SaaS)
Cloud Management and Security Services
Cloud Application Infrastructure Services (PaaS)
Cloud System Infrastructure Services (IaaS)
CAGR (2012-2017)
Source: Gartner, Public Cloud Services Forecast, September 2013 (G00248730)

14. 13
Public Cloud Services Subsegments
Total Spending, 2013-2017 (Market Size), Excluding Cloud Advertising
0.5
1.2
2.5
2.7
3.0
3.3
3.7
3.8
6.9
9.1
9.8
12.9
14.3
15.0
15.8
16.0
18.2
19.4
20.0
21.2
27.1
39.7
41.7
71.7
72.1
78.4
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0
Business Intelligence Platform
Print
Application Development
IT Operations Management
Business Intelligence Applications
Enterprise Content Management
Digital Content Creation
Project and Portfolio Management
Office Suites
Application Infrastructure and Middleware
Finance & Accounting
Storage Management
Supply Chain Management
Web Conferencing, Teaming Platforms, and Social Software Suites
Security
Storage
Enterprise Resource Planning
Customer Management
Industry Operations
Supply Management
Other Application Software
Cloud Payments
E-Commerce Enablement
Human Resources
Customer Relationship Management
Compute
Billions of Dollars
Source: Gartner, Public Cloud Services Forecast, September 2013 (G00248730)

15. 14
Public Cloud Services, By Region
Total Spending (2013-2017) and 5-year CAGR, Excluding Cloud Advertising
318.8
127.1
32.9 27.4
6.7 5.9 4.0 3.4 2.6 1.7
20.4%
12.5%
16.0%
24.9%
29.0%
32.7%
21.4%
19.8%
21.5% 21.4%
0%
5%
10%
15%
20%
25%
30%
35%
0
50
100
150
200
250
300
350
CAGR
BillionsofDollars
Total Spending (2013-2017) CAGR (2012-2017)
Source: Gartner, Public Cloud Services Forecast, September 2013 (G00248730)

16. 15
Public Cloud Services, By Country
Total Spending (2013-2017) and 5-year CAGR, Excluding Cloud Advertising
Source: Gartner, Public Cloud Services Forecast, September 2013 (G00248730)
291.4
53.6
27.4
18.6 15.5 13.6 12.5 12.4 7.2 6.8 6.3 5.8 4.5 4.4 3.4 2.0 1.4 1.2 0.8 0.5
20.3%
9.9%
22.0%
15.2%15.2%
24.4%
11.5%
17.7%
15.6%
25.1%
8.9%
9.8%
20.4%
31.4%
33.6%
24.6%
22.6%
20.8%21.4%
34.1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0
50
100
150
200
250
300
350
CAGR
BillionsofDollars
Total Spending (2013-2017) CAGR (2012-2017)

17. 16
8,336,000
13,567,000
3,709,000 2,383,000
15,519,000
63,940,000
82,100,000
61,090,000
48,180,000
63,760,000
France Germany Italy Spain United Kingdom
All Software Market Size Population
+4.38% +4.89% +2.79% +2.77% +6.99%
Peer Group Comparison:
Is Italy More Sensible or Falling Behind?
Gartner “Forecast: Enterprise Software Markets 2010-2017 3Q13 Update” Data in Millions of Euros

18. Australia
Austria
Belgium
Canada
Czech Republic
Denmark
Finland
France
Germany
Greece
Hungary
Ireland
Italy
Japan
Korea
Mexico
Netherland
New Zealand
Norway
Poland
Portugal
Slovakia
Spain
Sweden
Switzerland
Turkey
United Kingdom
0
50
100
150
200
250
300
350
400
450
0 3,000 6,000 9,000 12,000 15,000 18,000
TotalSoftwareSpendingperEmployee($)
Total Software Spending (Bn$)
17
Peer Group Comparison:
Is Italy More Sensible or Falling Behind?
USA (100bn$)
GDP
+0.69
GDP
-0.41
GDP
+0.71
GDP
-0.187
GDP
-0.186
Source: Gartner and IHS (Global Insight’s Comparative World View, 15 April 2013 update)
GDP
+1.39

19. Management Is About the Right Answers;
Leadership Is About the Right Questions
The Wrong Questions
1. Cost: Why is IT so expensive?
2. Cost: How can we reduce IT costs?
3. Problems: Why did the ERP
project overrun?
4. Problems: Why didn't you get the 10%
uplift in customer retention from the
CRM investment?
5. Technologies: I've read about utility
computing — shouldn't we have that?
The Right Questions
1. Strategy: How is IT helping us win?
2. Value: How much business value has IT
generated in the last quarter?
3. Performance: How is IT performing, relative
to SLAs?
4. Cost: Are we investing the right amount
in IT, based on our business goals?
5. Risk: What are our biggest IT-related risks,
and how are we mitigating them?
6. Agility: Is IT ready for our growth
and change goals?
7. Capability: Is the IT organization developing
fast enough to meet our future needs?
8. Role: How can we support and use the CIO
and IT organization better?
9. Technologies: Are there any new
technologies that could help us win?

20. Seize The Opportunity, Manage The Risks
• Be pioneers of the Nexus or risk lose competitiveness
• Where is this opportunity in your Organization?
- Marketing & Communication (take advantage of
consumerization, localization, branding, communication…)
- Sales (ubiquity, mobility, communities, learning…)
- Operational Efficiency & Transparency (analytics, process
digitization, documents streamlining, quality mgnt…)
- Supply chains; B2Bssourcing; crowd funding; free-for-all;
transparency; convenience services
- New business concepts (crowd …)
- Products design and redesign & Delivery (social
responsibility, sustainability, extreme personalization…)
19

21. GRAZIE