Conference: ROI, TCO, and Cloud Economics Track

Track Chair:
Lauren Nelson
Researcher,
Forrester

Cloud technology doesn't matter at all unless compelling business benefits drive adoption. Public cloud computing services offer usage-sensitive pricing models, but possibly at a premium to enterprise do-it-yourself. Some claim that cloud computing is overhyped and at the peak of inflated expectations, others that all IT will shortly run in the cloud. No one seems to agree on benefits of cloud computing and how to quantify them. In this track, the leading proponents of Cloudonomics will provide detailed analytical methods, case studies, and benchmark data to help session attendees understand how to assess benefits, avoid myths, and solidly plot a roadmap for cloud adoption.

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Tuesday, February 14
11:15 AM–12:15 PM	Understanding Cloud Economics: From Best Practices To Hidden Costs (Location: Grand Ballroom E) IT departments are not getting the most out of their investments. In fact some early adopters are blindly buying cloud services, expecting it to automatically lead to substantial savings without understanding cloud economics. This session will introduce the concept of cloud economics, presenting best practices of cloud adoption while helping attendees learn to calculate, justify, and measure the fully-loaded cost of the cloud. Key takeaways from this session include a checklist of hidden costs and best practices for relaying the quality and value of the cloud to business leaders. Speaker - Chris Pick, Chief Marketing Officer, Apptio Chris is the Chief Marketing Officer and holds responsibility for all corporate marketing initiatives including demand generation, online operations, inside sales, communications, and analyst relations. He is an accomplished sales and marketing executive with 17 years of experience in building global marketing organizations, creating new market categories, and executing differentiated go-to-market strategies. Prior to Apptio, Chris was an operating partner in Austin Ventures' CEO-in-residence program where he focused on identifying new growth strategies and defining disruptive business models. Chris joined Austin Ventures from NetIQ where he was Chief Marketing Officer and Vice President of Products. At NetIQ, he led the acquisition team in overhauling the company's corporate strategy and product portfolio, which drove substantial margin improvement and created innovative revenue streams that captured new markets. Before this, Chris served as Vice President of Product Marketing at PentaSafe Security Technologies, where he led the establishment of the security compliance market and helped position the company for a $255 million acquisition by NetIQ. Chris established his career at Ernst & Young where he defined and developed many of the firm's security knowledge products that were later acquired by Computer Associates.
1:15 PM–2:15 PM	Bringing Cloud Back to Earth: A Panel Discussion (Location: Grand Ballroom E) Especially within the realm of cloud economics, there’s still a great deal of uncertainty and confusion within the cloud market today. How much will cloud save me? Do cloud economics work in the long run? And how do you measure the success or failure of your cloud efforts? This panel brings together industry thought leaders, negotiators, and early enterprise adopters of cloud services to answer some of your top questions backed with a prism of case studies. Moderator - Andrew Dailey, Vice President, MGI Research Andrew Dailey is a Managing Director of MGI Research. Mr. Dailey leads the enterprise applications (SaaS, PaaS, and cloud) coverage for MGI. He has over twenty years of diversified technology and financial services experience. Prior to MGI Research, Dailey was a partner at the Jetstream Group, a management consulting firm advising Fortune 500 CIOs on software procurement negotiations, enterprise applications strategies and outsourcing/offshoring strategies. In this role, Mr. Dailey advised clients such as British Petroleum, Applied Materials, JPMorganChase, McDonald's, McKesson, Nissan, Sun Microsystems, and Tetra Pak. His report on BPO, call centers and outsourcing was featured in cover stories by BusinessWeek and Time magazine. Previously, he was Senior Vice President of Marketing for Baan Company, a Nasdaq and Amsterdam Exchange-listed ERP software company. He was responsible for product marketing, events, and managed five global industry solution centers. Mr. Dailey spent eight years at Gartner Group, where he co-founded the Software Asset Management practice, and launched the ERP and supply chain management advisory businesses in Europe. While at Gartner, he received multiple awards for his research, including Analyst of the Year honors. Mr. Dailey is the author of numerous industry research papers and has lectured at the University of Chicago Graduate School of Business, UCLA's Anderson School of Management, and The Charles University, Prague. Mr. Dailey has served on both public and private company boards of directors, and currently serves as the Lead Director for Project Bandaloop, a San Francisco-based aerial dance company. A four-time NCAA All-American in tennis, Mr. Dailey holds a BA degree from Swarthmore College. Panelist - Rick Mickool, CIO, Wittenburg University As CIO at Wittenburg University, Mr. Mickool is responsible for the strategic technology plan and on-going IT operations for the university. He is known for innovative uses of technology and the willingness to bring leading edge tech solutions into core systems. An early adopter of cloud-based solutions, Mickool led a 90-day implementation of salesforce.com, the roll-out of cloud-based email to over 30,000 mailboxes, and the adoption of a core system based in the cloud while he was serving as the Executive Director & CTO, IS at Northeastern University. Prior to his role at Northeastern University, Mr. Mickool served as the CIO of Babson College. Mr. Mickool attended Babson College and holds an MBA from Northeastern University. Panelist - Tim Crawford, Consultant, Strategic Advisor, Crawford Consulting Tim Crawford is an internationally renowned thought leader in the areas of IT transformation, innovation and cloud computing. Tim has served as CIO and other senior IT leadership roles with global organizations such as Konica Minolta/ All Covered, Stanford University, Knight-Ridder, Philips Electronics, and National Semiconductor. Tim regularly speaks at industry conferences, is well published and often quoted by business and technology publications. Tim received an MBA in International Business with Honors and a Bachelor of Science degree in Computer Information Systems both from Golden Gate University. Panelist - Joe Galuszka, Principal, Fulcrum Associates As Principal of Fulcrum Associates since 2008, Joe provides senior IT executives, experienced negotiation teams, procurement, financial and legal professionals with the tactical information and strategic insight to effectively negotiate complex enterprise agreements. With over 25 years of experience in the IT industry, Joe has negotiated over $1Bil in IT deals, and his negotiation experience spans numerous engagements from both the client buy-side and vendor sell- side. Prior to Fulcrum, Joe was a Vice President at Gartner Consulting, where he was responsible for the IT Cost Optimization/Contract Negotiation practice on the West Coast. Before joining Gartner Joe was a Partner at Jetstream Group, an IT Negotiation and Asset Management Consulting Firm founded in 2002. Previously Joe was a founding company officer at Scient from 1998 – 2001, an Internet e-Business Consulting and Professional Services Firm where he was one of three principal executives in the professional services operation responsible for recruiting, staffing and project delivery. He holds a Bachelor of Science in Mechanical Engineering from The School of Engineering and Applied Science at the University of Buffalo, State University of New York. Panelist - Erik Heinrich, Director of Infrastructure, SF USD Mr. Heinrich is responsible for the development and implementation of the San Francisco Unified School District's Strategic Technology Plan. The SF USD currently serves 17,000 administrators and over 53,000 students. Presently, Heinrich is leading an effort to support BYOD (bring your own device), and implement cloud-based desktops across the district. In addition to supporting over 150 locations, Mr. Heinrich oversees the network and telecom infrastructure for the SF USD Prior to SF USD, Heinrich spent 4 years in the financial services industry, including responsibilities for supporting the Pacific Stock Exchange voice/data operations.
2:30 PM–3:30 PM	Sizing up Cloud Economics: Doing More With Less (Location: Grand Ballroom E) Most companies understand that cloud can improve agility, reduce costs, and improve scalability, but when it comes to creating a realistic ROI/TCO model for moving a specific workload to the cloud, they often struggle. The session will feature hard numbers and data that quantify the impact of the cloud and its benefits in terms of ROI and TCO, both over the next 5 years as well today, through real customer case studies. Speaker - Rolf Harms, Director, Corporate Strategy, Microsoft Rolf Harms is a Director in Microsoft’s Corporate Strategy Group. His main focus has been on the cloud. He penned a number of internal cloud strategy memos for the company’s Senior Leadership Team and the Board of Directors arguing the cloud’s powerful economics. In 2010, Microsoft decided to publish some of this work in order to help customers and partners navigate the cloud. “The Economics of the Cloud” for the first time quantified the economies of scale, arguing that public clouds will end up being 10x as efficient as private clouds. Lately, Rolf spends a lot of time discussing the cloud’s benefits with customers and partners. Prior to joining Microsoft, Rolf spent 7 years in Silicon Valley. He worked at SAP in the Palo Alto office for 3 years and was responsible for crafting SAP’s R&D globalization strategy. Prior to SAP, Rolf worked at startups in the bay area and in strategy consulting at Mitchell Madison Group in New York City. Rolf received a Masters degree in Economics & Finance at the University of Groningen, and an MBA from Berkeley.
3:45 PM–4:30 PM	Building a Pricing Model for Private Clouds (Location: Grand Ballroom E) Today there’s substantial interest among enterprises in building internal private clouds but few plan on supporting this environment with a chargeback system — despite its criticality for a successful, highly efficient environment. Why aren’t companies incorporating chargeback? Not only is it difficult to create a logical price model that can compete with public cloud prices but the concept of charging for IT services is a foreign concept to the enterprise. This presentation will walk through the pitfalls and benefits of charging back and the accompanying pricing strategies. Speaker - Bryan Semple, Chief Marketing Officer, VKernel A 15+ year high-tech veteran, Bryan has spent the last 8 years working in server and storage companies focused on virtualization technologies. Semple comes to VKernel from NetApp (NASDAQ:NTAP) where he was the general manager of the storage virtualization business unit. Under his leadership, the group experienced record growth, expanded engineering operations to India, and built global awareness for NetApp’s industry leading storage virtualization solutions. Prior to NetApp, Bryan was VP of Marketing at Onaro where he established the company as a leader in storage management software and built the marketing processes that supported the company’s profitability and successful acquisition by NetApp in 2008. Before Onaro, Bryan was the VP of Product Marketing and Strategy at server blade virtualization pioneer Egenera. At Egenera, Bryan worked with early adopters of infrastructure and server virtualization technologies in the financial services industry as the company scaled from one to several hundred customers. Early career experience includes various sales and marketing management positions at FairMarket, Trellix and Sybase. Bryan holds a BS in Systems Engineering from the US Naval Academy and an MBA from Stanford University.
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