The Cloud is not just the new way to manage data and costs and promote greater internal and external collaboration but is also the opportunity to reinvent brands and business models, with huge potential benefits – upstream and downstream.
A recent Wipro-TLG research report revealed how the Cloud is no longer seen by CXOs as an improvement to IT infrastructure – a ‘step change’ that is simply making processes and systems more efficient. Rather, business leaders see the Cloud as a transformative innovation that will lead to tremendous opportunity.
• The Differentiation opportunity: There is a clear expectation amongst business leaders that, at one level, the Cloud will create new efficiencies and even new supply chains (upstream). At another level, it promises to reinvent value chains and customer propositions (downstream).
While some businesses still feel Cloud adoption may be a choice, in a few years consumers will force the Cloud onto businesses. The next generation consumer is driven by experience, mobility and accessibility – factors that new technologies and the Cloud will deliver. Businesses that do not invest in the Cloud will lose out, and companies that build their products, operational systems and applications with a clear Cloud strategy, will gain a competitive advantage. The survey also confirmed that companies that do not invest in the Cloud will fail to innovate and “will lose market share”.

Figure 1: How, if at all, may companies that don’t invest in the Cloud lose out
• The Economic opportunity: Business leaders attach critical significance to the Cloud for giving them the power to generate greater efficiencies and economies so overheads can be reduced. Cloud allows the business to scale up and down as and when required. This supports business growth without requiring expensive changes to existing systems. By enabling companies to cope with varying market conditions, the Cloud part of a more sustainable business environment. This is a form of economic value creation.
Cloud has the potential to create completely new business models and SMEs and start-ups will embrace them. Start-up businesses and SMEs can establish themselves without having to invest capital on IT infrastructure and the associated labour costs which are non-core to the business model. For large enterprises, it poses a challenge because they have well-established business models and rarely embrace innovation at a fast pace.
• The Workforce opportunity: The Cloud allows for significant innovations in workforce models. With the Cloud, teams are not tied to offices and offices are not tied to teams. Cloud computing helps business become mobile, teams can be spread across geographies and time-zones, and employees can work and access information from anywhere. The Cloud also triggers the power of collaboration. This is a very important dimension for businesses looking for new solutions, new ways of thinking, working and winning.
• The Social Opportunity: Cloud offers businesses and civil society an opportunity to transform expectations at an economic and social level. The Cloud represents a paradigm shift in terms of building capacity to transcend social and commercial boundaries to reinvent known models. Conversely, businesses and governments without a Cloud strategy are missing an opportunity.
Today, we can imagine a future where consumers will consume an enterprise as a Cloud. Enterprises, on their hand, will consume services as a Cloud. The key to success will be how Businesses and IT will get integrated to create a winning Customer Experience.
About the author
Dr. Anurag Srivastava is the Chief Technology Officer & Senior Vice President for Wipro's Global IT Business. His responsibilities include technology strategy planning, technology incubation through Center's of Excellence, business Innovation using futuristic technologies, technical stream & IP management, technology alliances in advanced areas with industry and academic forums.
Prior to this role, he was head of the Wipro Energy and Sustainability Services business. He was also responsible for starting the Consulting business for Wipro Infotech and additionally led key strategic business transformational initiatives for Telecom, Telecom Equipment, Infrastructure, and Government industry verticals to build newer services/business models.