Virtualization Technology News and Information
Egenera 2014 Predictions: A Whole New World of Specialization

VMblog 2014 Prediction Series

Virtualization and Cloud executives share their predictions for 2014.  Read them in this series exclusive.

Contributed article by John Humphreys, VP sales & marketing at Egenera

A Whole New World of Specialization

Economic theory defines specialization as a method of production where a business or individual focuses on the production of a limited scope of products or services in order to increase efficiency within the entire business.  While the concept of specialization has been around for centuries, the last 100 years really has been all about specialization and the drive for detail. And with this increased detail has come increased knowledge, which has led to even further levels of specialization throughout nearly every industry (medicine, technology, financial services, etc.).

Specialization and the Future of Cloud

Examples of how this ‘drive for detail' have improved industries are endless, and with its rapid adoption, it is important to apply this same drive and specialization to the cloud computing industry.

The cloud is much more than just technology. What's truly driving the cloud market, is the consumerization of IT resources - the ability to provide computing resources when you need them, where you need them, and paid for ONLY when you use them. This enables IT to follow other service industries where resources are consumed on an on-demand basis. The old paradigm of acquiring massive amounts of equipment to solve every possible need is quickly fading away. In this new world, cloud computing offers true on demand access and a pricing model that fits this type of dynamic environment.

Moving Past a Cookie Cutter Solution

While all of this is great news for consumers of IT, despite the cloud's state of the art technology, the solution is still cookie cutter. Users have very minimal options when choosing the cloud characteristics that best suit their individual needs. Compare that to other service industries and you'll see a stark difference. Want to lease a car? You get to choose the type that fits your needs - minivans, trucks, sports cars.  Need to rent a place to live? Have your choice of a condo in the city, house in suburbia, etc. But today, cloud computing provides very few choices.
  • Option 1: Rent a VM from Amazon or Rackspace
  • Option 2: Create your own public cloud
  • Option 3: Build your own private cloud
There is no denying that customization is the way of our past present and future and like many other industries preceding cloud computing, this will change. Customers will demand cloud specialization.
  • Need a sports car?

‘How about a high performance cloud that provisions physical resources?'

  • Need a truck?

‘How about a robust, highly available cloud?'

  • A tank?

We have a secure cloud for that!'

If you build it, it will grow

The way for cloud vendors to satisfy customer needs is to give them the ability to choose clouds, or combinations thereof, that satisfy these requirements. This capability needs to be delivered by a simple to use self service portal and catalog, allowing customers to choose best of breed clouds to build out their IT services.

With regards to specialization, this is a natural development of any market, and that rule does not exclude the cloud. A few specialized services that will contribute significantly to the adoption of cloud based products and services in 2014 include desktop-as-a-service (DaaS), metal-as-a-service (MaaS), recovery-as-a-service (DRaaS), identity as a service and even compliance as a service. The trend of specialized services offers the potential to expand the adoption of cloud into more enterprise and business critical applications.

This era of specialized clouds may be in its infancy, but it will grow, allowing future organizations to buy the Ferrari, Hummer or Prius of cloud computing.


About the Author

John Humphreys brings more than a decade of technology experience to his role as VP, Sales & Marketing and has global responsibility for brand awareness, lead generation, sales enablement, product marketing, and channel development. Prior to joining Egenera, Humphreys was senior director, Data Center and Cloud Marketing at Citrix Systems. There he drove efforts around virtualization and cloud and had responsibility for developing marketing strategy, defining packaging and pricing, leading program execution, driving customer engagements and pre-sales activity, and acting as a primary spokesperson. Prior to Citrix, Humphreys founded and was vice president of the virtualization practice at IDC, a global information technology research firm. Humphreys began his career as an exploration and production geologist after earning a Bachelor of Arts at Miami University (Ohio) and a Master of Science Degree at the University of Wyoming. 
Published Monday, December 16, 2013 6:40 AM by David Marshall
@VMblogcom - (Author's Link) - February 5, 2014 6:58 AM

Egenera has been on the move lately, most recently, releasing a new version of its Cloud Suite Platform last month. After reading John Humphreys' 2014 cloud prediction piece in the recently concluded VMblog prediction series, I knew it was time to reach

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