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TEEMU
ARINA
www.tarina.me
cloudcompany.cc
CLOUD




        INTERNET
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
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
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
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
CLOUD COMPUTING

        CLIENT                    Google
                                  Chrome     Android         iPhone


   APPLICATION       Salesforce                    Apple App
                                    Google Apps SMARTPHONE SALES
                                     WORLDWIDE
                     Force.com                       Store
                                                     BY OS VENDOR
                      32.9%                                Q4 2010
                              30.6%
                    Amazon Web            Google
     PLATFORM        Services           App Engine
                                           16.0%   14.4%

                 Amazon EC2     Amazon                          3.1%         2.9%
INFRASTRUCTURE                    S3
                       Google     Nokia    Apple       RIM     Microsoft     Other
                                                                       Ref: Canalys (2011)
CLOUD COMPUTING



  Widespread adoption of cloud computing could give
 the top five EU economies a 763€ billion ($1tn) boost
           over five years and create 2.4 million jobs.
        – Centre for Economics and Business Research (CEBR) report, Dec 2010
CLOUD COMPANY


                            Cloud Computing



                          Network Organization



Distributed Worksforce                  Peer-production


                         Transparency
                                                    Crowdsourcing
20th CENTURY PRACTICES
FOR 21st CENTURY WORK
WORK TODAY IS INTERRUPTED
AT LEAST EVERY 15 MINUTES
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
IN ALL PHYSICAL MEETINGS
 THERE ARE MORE OR LESS
THE WRONG PEOPLE PRESENT.




                             Ref: Esko Kilpi
IN DIGITAL WORKING ENVIRONMENTS
THERE COULD BE MORE OR LESS
THE RIGHT PEOPLE PRESENT.
COMMUNICATION     ✖   COORDINATION     ✖   RESPONSIBILITY




     ALL EFFECTIVE MANAGEMENT & COLLABORATION TODAY IS

     DIGITALLY DISTRIBUTED

                                                         Ref: Esko Kilpi
DIGITAL DECENTRALIZATION LEADS TO A

CLOUD COMPANY




                 Distributed & Transparent

              Technology
               Platforms        +     Communication
                                        Practices


              TOOLS                   CULTURE
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?
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
APPLICATION PHONES & TABLETS
Cloud-based platforms for personalized work environment customization.
PERSONAL KNOWLEDGE MANAGEMENT
EFFECTIVE KNOWLEDGE WORK TODAY

                                  IS HERE




Connections




                             Sharing

              Interactions
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.
...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:
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
tar1na
cloudcompany.cc




                      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

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Cloud Company

  • 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 SMARTPHONE SALES WORLDWIDE Force.com Store BY OS VENDOR 32.9% Q4 2010 30.6% Amazon Web Google PLATFORM Services App Engine 16.0% 14.4% Amazon EC2 Amazon 3.1% 2.9% INFRASTRUCTURE S3 Google Nokia Apple RIM Microsoft Other Ref: Canalys (2011)
  • 9. CLOUD COMPUTING Widespread adoption of cloud computing could give the top five EU economies a 763€ billion ($1tn) boost over five years and create 2.4 million jobs. – Centre for Economics and Business Research (CEBR) report, Dec 2010
  • 10. CLOUD COMPANY Cloud Computing Network Organization Distributed Worksforce Peer-production Transparency Crowdsourcing
  • 11. 20th CENTURY PRACTICES FOR 21st CENTURY WORK
  • 12. WORK TODAY IS INTERRUPTED AT LEAST EVERY 15 MINUTES
  • 13. 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
  • 14. IN ALL PHYSICAL MEETINGS THERE ARE MORE OR LESS THE WRONG PEOPLE PRESENT. Ref: Esko Kilpi
  • 15. IN DIGITAL WORKING ENVIRONMENTS THERE COULD BE MORE OR LESS THE RIGHT PEOPLE PRESENT.
  • 16. COMMUNICATION ✖ COORDINATION ✖ RESPONSIBILITY ALL EFFECTIVE MANAGEMENT & COLLABORATION TODAY IS DIGITALLY DISTRIBUTED Ref: Esko Kilpi
  • 17. DIGITAL DECENTRALIZATION LEADS TO A CLOUD COMPANY Distributed & Transparent Technology Platforms + Communication Practices TOOLS CULTURE
  • 18. 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?
  • 19. 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
  • 20. APPLICATION PHONES & TABLETS Cloud-based platforms for personalized work environment customization.
  • 22. EFFECTIVE KNOWLEDGE WORK TODAY IS HERE Connections Sharing Interactions
  • 23. 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.
  • 24. ...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:
  • 25. 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
  • 26. tar1na cloudcompany.cc 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