CeBIT-Preview Hamburg

Fujitsu Siemens Computers
CeBIT-PreView Hamburg
20. Januar 2009

Dr. Joseph Reger, CTO

Online communities, social networking, media distribution,…

Can Webciety contribute to business problems?
2 Dr. Joseph Reger, CTO CeBIT-PreView Hamburg © Fujitsu Siemens Computers 2009 All rights reserved

How would social context change enterprise IT?

Freeform interactions, user participation, mass collaboration

Does social software have any business relevance?
Traditional enterprises with old revenue models: real goods, manufacturing
operations, distribution centers, merchandising, logistics
n Tagging, search, social networking, bookmarking,
blogs, portals, data feeds, communities,
user contributed content
… to enhance business operations?
n Making information sharing, knowledge generation
and distribution, mashups, virtual collaboration and
bi-directional communication
… to actually work and create value?
n Leveraging all we got with Web 2.0
… to innovate non-routine processes?

Answer is “Yes, if you pick the right business and social mechanisms”

A business case for enterprises: crowdsourcing
Inviting the public to develop a new
technology or carry out a design task
n Sharing commercially valuable and
sensitive information online
n Open call for people to participate
Users interact in online communities and
submit solutions over the Web
n The crowd also sorts through the solutions,
finding the best ones
Problems can be explored at comparatively
little cost, and often very quickly
Payment is by results
Webciety with a business economic contact

A business case for the society: online registration
Exploiting the widespread online services
security measures on Webciety
n Deciphering distorted characters
Channeling the workflow into useful purpose
n Digitizing old books and newspapers
n Users decipher scanned words that OCR
failed to recognize
Rate of transcription currently exceeds
4 million words per day
n Equivalent to about 160 books per day
n Same as a workforce of over 1500 people

Mutually beneficial instrument of online security and civil society

Many opportunities for social enhancement technologies
New generation business applications incorporate aspects such as social
ecosystem, participation, interaction, “joy of use”, and shared business

Business drivers How it changes IT
n Cost and risk reduction n Rich Internet applications
n Innovation n Virtualization and automation
n Customer service n Service orientation
n Leveraging assets n Dynamic operation
n XaaS

Webciety sets aside old IT architectures and delivery models

General development of IT architectures
Physical consolidation Virtualization Dynamic pools Shared resource pools
Application consolidation Automation Provisioning Infrastructure-as-a-service
Data center consolidation Energy usage Metering Usage based pricing
Flexibility/ (business agility)

Cloud
(as-a-service)
Service-oriented
Transforming IT
Dynamic delivery model

Rationalized Reducing cost via consolidation
and concentration
Economies of scale

Much of what was within the corporate boundaries is being
increasingly served up from outside

Webciety leans on cloud computing services
Own IT IaaS cloud PaaS cloud SaaS cloud

Data Data Data Data

Application logic Application logic Application logic
Application logic
Dev’t/Runtime Dev’t/Runtime Dev’t/Runtime
Dev’t/Runtime
Infrastructure
Infrastructure Infrastructure
Infrastructure

The layers being delivered as-a-service allow different flexibility

Clouds have mostly been a consumer oriented play
Online services are driving the adoption,
growth and new business models
Invention Discovery

Idea

Innovation

Entrepreneurs

Commoditization

For many consumers, clouds are all they use daily

Progress to enterprise clouds

Economies
Mega size of scale

Clouds Sharing
Te
ch
no
lo
Best effort Mission critical
gy
d
On premise
ire
Public Internet ct
ion
s
Multitenancy
Enterprise
clouds
Sovereignty

Enterprise clouds come with known trust boundaries, are auditable,
provide qualified services and policies, are based on SLAs,…

Public clouds are not an option for every enterprise
Security… sending data outside company firewalls
Privacy… all logons and identities are remote
Platform dependency… lock into proprietary stacks
Reliability… and communication around outages
Portability… data formats and program calls
Physical location… many nations’ laws
Speed.. application latency
Audit… lack of audit capability and governance
Integration… with internal IT infrastructure

More rules for sharing, more governance influencing sharing,
combined with the economics and value of sharing

Some old, some new questions

IT continues to drive competitive edge
How can IT drive
IT has become more complex
my competitive
BUT IT operations have become a burden
edge…?
IT is a key asset to part of a business
but an utility for another part

How do I increase my IT efficiency?
Who should manage the complexity?
How to cope with continuous change?
How to shift resources to processes?
What is the right depth of IT involvement?
What would be the right sourcing strategy?

Business environment continues to force IT to change

Dynamic needs in the answer…

What? An IT infrastucture that...
I need an IT
is flexible and reliable
infrastructure
which fits to me!
meets my varied business needs
is open to all delivery options
inspires new ways of doing business

How? I want to

optimize the parts I continue to run myself
gain control over stuff others manage for me
transfer IT management to someone else
move into usage based pricing model

Flexibility to decide what is best depending on business, every time

The IT Infrastructure is changing

New dimensions of optimization are opening up
Who can
Benefits of lesser complexity and lower financial risk
support me?
Redefine to what depth IT is your core competence
And to what level strategic IT partners are involved
Changing the direction of the whole IT infrastructure

Fujitsu Siemens Computers is evolving to
meet these challenges
We are providing and supporting
“Dynamic Infrastructures”

Changing conditions create exiting opportunities

Fujitsu Siemens Computers
Strategy Evolution

Over the last 10 years we have transformed into an IT infrastructure provider,
addressing more customer needs as customer expectations have risen
We have build know-how and experience in products, services, solutions, and in
managing various combinations of these
We can now help customers to decide which IT infrastructure
Infrastructure
and which delivery model is best for them
as a Service
+
Managed
Value Services
Infrastructure
for +
Solutions
our Infrastructure
+
customers products

1999 2009
2006
2003

Becoming an Infrastructure Provider

How to build and run
Dynamic Infrastructures

Cut your IT costs down leveraging
Infrastructure Run your applications on
economies of scale by accessing a
a shared environment
as a Service centrally shared infrastructure

Managed Utilize our expert services for the
Delegate the responsibility
operation of your dynamic infrastructure
to run your IT
Infrastructure

Use pre-tested Benefit from evaluation and integration
Infrastructure
Infrastructure Solutions experience out of many projects
Solutions

Infrastructure
Use building blocks Products and services designed for
Products & designed for dynamism virtualized and automated environments
Services


Dynamic Infrastructures:
Our Portfolio

Infrastructure
Workplace-as-a-Service
as a Service

Managed
Managed Data Center Managed Office
Infrastructure

Server solutions
Storage Solutions Client Solutions Services for
Infrastructure FlexFrame
- ROI
CentricStor Virtual Workplaces
Solutions BladeFrame - Integration
- Maintenance

Financial
Infrastructure Storage Servers Clients Solutions
Products &
Network
Services


CeBIT 2009 Activities

Our Focus:
& Green IT Technologies

n Fujitsu Siemens Computers booth in hall 9
n Green IT World/ Bitkom in hall 8
n Expert talks for customers
n Press conference (tbd)
n Presence on partner booths
n Participation at the CeBIT conference program


Fujitsu Siemens Computers booth

Topic: Dynamic Infrastructures
n Located in hall 9
n Infrastructure solutions, services and
consulting
n Exhibits from Fujitsu Siemens
Computers:
o Dynamic Infrastructures
o Healthcare
o GEO information systems
o Green IT

Fast changing business requires Dynamic Infrastructures for IT


BITKOM Green IT

Topic: GREEN IT
n Located in hall 8
n Present Green IT Technologies
n Press, VIP and public sector activities
n Guided tours for visitors
n Exhibits from Fujitsu Siemens
Computers:
o Worlds’ first 0 Watt PC
o 0 Watt Monitor
o PRIMERGY ECO Rack
o Green Infrastructure Services
o Energy saving Mobile Technology

We continue to be a leader in Green IT!


CeBIT-Preview Hamburg

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