The document discusses IBM's cloud computing solutions and services. It provides an overview of IBM's SmartCloud portfolio which offers infrastructure as a service, platform as a service, and software as a service solutions. It also highlights examples of communications service providers leveraging IBM's cloud solutions to expand their service offerings and become cloud service providers.

1. © 2012 IBM Corporation
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IBM Cloud Computing
Rostelecom Sochi Conference
Steven Deskovic
Director - Telecom Industry Sales
13 September 2012

2. © 2012 IBM Corporation
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A smarter planet provides a wealth of opportunities for launching new
business initiatives and reinventing existing business approaches.
Analytics with near-real-time
optimization Network security
and performance testing
3D online
infotainment
Financial
analytics
Medical
imaging
Advanced
search
Global
collaboration
These initiatives require a dynamic and cost-effective IT infrastructure.

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of CIOs plan to use cloud—
up from 33% two years ago.
of business executives believe cloud
enables business transformation and
leaner, faster, more agile processes.
2011 IBM CIO Study, London School of Economics, December 2010
Efficiency
Transformation
IT and Business are attracted to cloud for different reasons.

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CSPs are well-positioned to drive significant new revenue
streams as Cloud Service Providers while strengthening their
key enterprise customer relationships
Large enterprise
customer base,
especially SMBs who
want to single source
apps/ services from
local suppliers
Well positioned to
integrate IT, SaaS and
other cloud services
into overall
converged IT /
Telecom / Unified
Communications
service portfolio
Comprehensive
network capabilities
(broadband, mobile…)
Track record of large
scale service delivery
and B/OSS for tens of
millions of customers
CSPs as
Cloud Service
Providers
1 2
3
4
5 Owning the
complete end-to-end
delivery chain is a
big advantage
Communications Service Providers are evolving into Cloud Service
Providers (the new “CSPs”) and have the assets to do it successfully.

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Through the IBM SmartCloud family, we offer one of the broadest
bases of cloud solutions in the market.
IBM SmartCloud Foundation IBM SmartCloud Services IBM SmartCloud Solutions
Application Services
IBM
Services
Partner
Services
Client Defined
Services
Application
Lifecycle
Application
Resources
Application
Environments
Application
Management
Integration
Enterprise Enterprise+
Infrastructure
platform
Management
and support
Availability and
performance
Security Payment
and billing
Platform as a Service Technologies
Infrastructure as a Service Technologies
Infrastructure
Platform
Usage and
Accounting
Availability and
Performance
Management
and Administration
Security and
Compliance
Application
Lifecycle
Application
Resources
Application
Environments
Application
Management
Integration
Platform as a Service Technologies
Infrastructure as a Service Technologies
Infrastructure
Platform
Usage and
Accounting
Availability and
Performance
Management
and Administration
Security and
Compliance
Application
Lifecycle
Application
Resources
Application
Environments
Application
Management
Integration
Application
Lifecycle
Application
Resources
Application
Environments
Application
Management
Integration
Infrastructure
platform
Management
and administration
Availability and
performance
Security and
compliance
Usage and
accounting
Platform as a service technologies
Infrastructure as a service technologies
Business process as a service
Software as a service
Business analytics
and optimization
Social business
Smarter cities
Smarter commerce
IBM SmartCloud
Business process as a service
Software as a service
Platform as a service
Infrastructure as a service
Design Deploy Consume
Commitment to open standards and a broad ecosystem

6. © 2012 IBM Corporation
7 Source: AT&T and Verizon public announcements, iTNews.com.au
CSPs are offering a suite of options, but heavily focused on IaaS….The market is
moving FAST!
Software as a Service
 Collaboration/email/UC
 Analytics
 ERP/SCM/CRM
 Industry applications
Business Process as a Service
 Industry-specific processes
 Employee benefits management
 Business travel
 Procurement
Infrastructure as a Service
 Servers
 Storage
 Network
 OS, Virtualization
 Dynamic provisioning
Platform as a Service
 Middleware
 Database
 Development tools
 Web Application
 Backup/Restore
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Example Results:
-Reduced Churn -
SaaS customers are
65% less likely to
leave Telstra
-Increased
Walletshare - 22%
SaaS customers
become broadband
clients within 12
months
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Smart traffic
systems
Intelligent
oil field
technologies
Smart food
systems
Smart
healthcare
Smart
energy grids
Smart retail
Smart water
management
Smart
supply chains
Smart
countries
Smart
weather
Smart
regions
Smart cities

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Smarter Planet - Customer Examples
Improve production efficiency
Improve asset utilization
Capital savings
Chief
Operations
Officer
Chief Asset
Custodian
Chief Plant
Officer
Improve asset utilization
Improve production efficiency
Capital savings
Chief
Financial
Officer
Reduce outage frequency
and duration
Improve Customer Services
Improve Operational Efficiency
Production Operations
Production Operations
Intelligent Assets
Chief Asset
Custodian/CFO
Chief of Water
Operations
Mayor
Chief of
Transportation
Intelligent Grid
Improve asset utilization
Improve hospital safety &
operations
Enhance patient service
Capital savings
Intelligent Water
Intelligent Assets
Improve situational
awareness & response
Improve safety and services
Reduce congestion
Congestion based pricing
Improve monitoring & safety
Improved asset efficiency
Better field service
Capital savings
Improve safety by tracking
hazardous chemicals
Enhance asset utilization
Personnel safety & security
Intelligent Operations
Intelligent Transportation

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Benefits
 Extend menu for increased service selection
 Centralized management to allow flexible and dynamic control
 Self service portal to simplify resource management
 Scalable infrastructure to allow rapid expandability
 Elastic platform enabled CMCC to win application hosting
business from the Rural Social Security Department
Cloud-based Internet Data Center (IDC) for Guizhou Province, China
IBM Cloud IDC solution
 Centralized service interface to manage heterogeneous
hardware environment
 Cloud based valued-add business : pay as you go
 On demand resource provisioning
Customer Pain Points – Traditional IDC
 Lack of differentiation from competition, low profit
margin from co-location and physical server rental;
need to scale up to value-add service to increase
business opportunity
 Maintenance costs of complex environment too high
 Cannot respond to customer requirement and set up
environment quickly enough; Need to improve
management efficiency
Resources
IBM Cloud management stack
CMCC Cloud-based IDC
Virtualized, Managed IT infrastructure
CRM
Lotus
Domino
Hosting
Healthcare OA
VAS
1
VAS
2

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Contextual
Mapping
Leverage Information
• Data and information collected
and presented in a filtered and
contextual format
Video
Feed
Weather
Feed
News
Feeds
Mayor identifies potential
crowd management issue
•Visual cue from heat map to
potential crowd issue
•News and video feed validate
growing crowd presence in city
square
“Differentiate” to Monetize Data:
IBM’s Intelligent Operations Center for Smart Cities - Use Case
Scenario: Safely Managing a Growing Crowd
B2B

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Business Background
Solution Overview
Cloud Business Benefits
• SK Telecom has #1 market share in the domestic
wireless market and #2 share in domestic fixed line
• Reduction of new service development time
• Faster time to market for new services
• Efficient management of resources, delivering
reduction in CapEx and OpEx
• Development Platform-as-a-Service offering
allows Business Partners to quickly test, develop,
and publish new end-user focused WAP services
available on SK Telecom’s network.
• IBM worked with SK Telecom to develop the entire
cloud environment – from concept planning to
hardware and software selection and implementation.
• 80 IBM systems (System x, blade servers)
• Xen virtualization technology and IBM middleware
• IBM service management technology
• IBM's Tivoli Service Automation Manager and Tivoli
Provisioning Manager
SK Telecom Deployed Dev & Test Cloud Expediting App Delivery

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DO CLOUD SMARTER. DO CLOUD FASTER.
ENABLE YOUR EVOLUTION.
IBM SmartCloud
solutions

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Devices will connect to the cloud, reducing end user complexity and
further empowering the consumer – changing the way organizations
interact with their customers.
• Remote access • Demand response • Dynamic monitoring
Cloud Platform
• Real-time management
Smoke/ CO
detector
TV Medical
device
HVAC Lighting Washer Computer Vehicle Shower Security
system
Refrigerator Mobile
phone
Consumer
CSPs
Security Electronics
Retail
Insurance
Media & Entertainment
Energy
Healthcare

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Smarter Public Safety
Smarter Traffic
Smarter Water
Public Safety
Real-time information and situational awareness solutions to
protect citizens and communities through greater anticipation
and prevention of crimes and emergencies
Delivered Use Cases
• Automated Event identification, alert and report
• Playback search
• Emergency event capture, record and relay to responders
• Non Emergency event capture record and relay to responders
• Optimization of response
• Validation of event and profile of events via analytics
Intelligent Transportation
Intelligent Traffic integrates technology and intelligence into
the transportation infrastructure to improve capacity, enhance
travelers’ experiences, and make city transportation systems
and infrastructure more efficient, safer, and more secure.
Delivered Use Cases
• Capability for Real-time visibility of traffic conditions on any city link
• Historical traffic data with ability to correlate to incidents to support planning
• Proactive traffic congestion management helped by traffic predictions
• Driver & commuter route guidance helped by traffic predictions
Intelligent Water Management
Links asset maintenance data with crew skill data and
work order data to reduce work backlog and
transportation costs. Improve rate case development
activities and improve pricing models through better
usage of utilities, its customer base and its revenue.
Delivered Use Cases
• Visibility into type and distribution of work orders per region
• Ability to optimize crew schedule and route to service or fix water assets
based on asset data + work orders as well as time + resource constraints
• Creation of user segments based on usage of water for optimizing
rate schedules
Intelligent Operations Center
At the citywide level, the operations center sits across the
individual solution areas. It provides an executive
dashboard on overall city status and enables drill-down
into each underlying domain, such as water, public safety
or traffic.
Delivered Use Cases
• Integrated incident management
• Reporting, collaboration & communication
• Integrated collaboration
• Event and directive management
• Executive, City Operations, and Agency dashboards with domain KPIs.
• Centralized environment for planning, organizing, monitoring + info sharing
• M2M Service Management
Smarter Home
Real-time information and situational awareness solutions to
simplify the lives of customers.
Delivered Use Cases
-Energy management - Flexible, remote control mgmt of temperature and lighting
-Safety & Security: Monitor home while on vacation (water leaks,
temperature anomalies, breakings, mail delivered)
-Health & Wellness: Monitor elderly persons’ activities to notice deviation from
usual patterns of movement and send notification events,
Smarter City Ops
Smarter Home
IBM Smarter Planet solutions for Industry Verticals apply real time analytics to the ‘Big Data’
collected from the Telco Network and M2M to provide a rich dashboard triggering ‘Actionable
Insights’ for Enterprise and Government.
B2B
B2B
B2B
B2B
B2C
Joint Go-to-Market
Joint Go-to-Market
Joint Go-to-Market
Joint Go-to-Market

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Source: IDC
According to IDC the Cloud Services Market in Russia has a
CAGR of 100%
IT cloud services market in Russia reached $4.8 million in revenue in 2009. By the end of 2014,
the market is expected to total $161.53 million, representing a CAGR of a little more than 100%.
IT cloud services market is at the initial stage of development, and there is healthy interest in the
software-as-a-service (SaaS) delivery model.
Dominated by the application-as-a-service (AaaS) segment. The current size of the AaaS
segment in Russia is estimated to be $4.5 million, accounting for approximately 94% of the overall
IT cloud services market. Its size is expected to increase to $113.44 million by the end of 2014 at a
CAGR of about 90%.
Infrastructure-as-a-service (IaaS) comprises just 4.0% of the overall IT cloud services market,
but is estimated to expand at a CAGR of nearly 185% to reach $35.55 million in 2014. Platform-
as-a-service (PaaS) will rise from $0.11 million in 2009 to $12.54 million in 2014 at a CAGR of
almost 160%.
Demand for IT cloud services will increase as information systems experience growing global
usage and require better availability, scalability, and collaboration with other systems. Companies
will continue to optimize their IT budgets, and there will be more discussion about cloud services,
which will improve corporate understanding and encourage the expansion of these services.