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tomorrow

Emma TomlinBusiness Development ManagerCloud Partnerships

Differentiate or Die

The Market

• Commoditised Services, Margin Erosion• Global adoption of services is driving a global price point e.g Exchange

• Global Entrants• Microsoft, Amazon, Google, VMWare et al…..

• Customer Requirements are changing• Desktops, Devices, Multi-Platform, Customisation

• Complex Hosting Scenarios e.g The Hybrid• Single Sign On, Bespoke Environments, Vertical Applications, On-Prem vs Cloud

• The Speed of the Industry Changing• Market Acceleration, Global Agility, Mainstream Adoption

• Developing Partnerships to drive scale• Coopetition, Strategic Relationships, Channel models,

• Mega Trends• Consumerisation of IT, Workforce Evolution, Millenials, Mobility

Market Challenges

Blue Ocean Strategy

• Blue Ocean Strategy (BOS) is the results of a decade-long study of 150 strategic moves psanning more than 30 industries over 100 years

• BOS isn’t random innovation, its systematic and reproducible methodologies and processes in pursuit of blue ocean by both new and existing firms

• BOS Frameworks and tools include: strategy canvas, value curve, four actions framework, six paths, buyer experience cycle, buyer utility map, and blue ocean index

• Three conceptual building blocks of Blue Ocean are – Value Innovation, tipping point leadership and fair process

The Core Principles

Famous Examples

Yellow Tail – Strategy Canvas & Results

In July 2001, Australia’s Casella Winery introduced [yellow tail] into this highly

competitive US market. Small and unknown, they had expected to sell 25,000

cases in their first year.

In fact, they had sold nine times that amount. By the end of 2005, [yellow tail]’s

cumulative sales were tracking at 25 million cases.

[yellow tail] soon emerged as the overall best selling 750ml red wine, outstripping

Californian, French and Italian brands.

This examines the strategic move executed by [yellow tail] that made it the number one imported wine

and the fastest growing brand in the history of the US and Australian wine industries.

The Cloud is HereThe Cloud Industry…....

Partners should differentiate on Value Not Price

Price

Service

Experience Product

LocationPromotion

Process

Trust

Price

Service

Experience Product

LocationPromotion

Process

Trust

Price

Service

Experience Product

LocationPromotion

Process

Trust

Price

Service

Experience Product

LocationPromotion

Process

Trust

Price

Service

Experience Product

LocationPromotion

Process

Trust

Price

Service

Experience Product

LocationPromotion

Process

Trust

Price

Service

Experience Product

LocationPromotion

Process

Trust

Price

Service

Experience Product

LocationPromotion

Process

Trust

Price

Service

Experience Product

LocationPromotion

Process

Trust

Its more than product it’s a business transformation

UBER GLOBAL• Company Overview

• The Story So Far from web hosting to application hosting

• Channel Partnership Development

• Acquisitions – the beginning of verticalisation

• Vertical Applications – Suite of Services ISV

• Future Strategy

• Q&A

Q&A