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May 04 - 07, 2010

Forum am Deutschen Museum
Museumsinsel 1
80538 München
Registration fee:
plus 19% VAT
€  $ 
Contact person:

Mr. Levent Kara
+49 211 23707710

Cloud 2010 Opening Session: How to do Business in the Cloud – the Service Provider Perspective

05.05.2010 10:30-11:30
European Identity Conference 2010
Combined Session

Cloud 2010 Opening Session: How to do Business in the Cloud – the Service Provider Perspective

The Review of Cloud Business Models and Demonstrations in Finance and Health Clouds

This talk reviews current cloud computing business models and presents proposals on how organisations can achieve sustainability by adopting appropriate models. Using the Jericho Forum’s "Cloud Cube Model" (CCM), we classify cloud computing business models into eight types:

  1. Service Provider and Service Orientation;
  2. Support and Services Contracts;
  3. In-House Private Clouds;
  4. All-In-One Enterprise Cloud;
  5. One-Stop Resources and Services;
  6. Government funding;
  7. Venture Capitals; and
  8. Entertainment and Social Networking.


The Hexagon Model is newly proposed based on Sun Tzu’s Art of War (STAW) and literature reviews in economics and finance. Six key elements are identified for sustainability and the sixth factor is rated based on case studies and peer reviews. Areas occupied in the Hexagon can represent strength and weakness of cloud business, and several cases are presented with rationale explained.

Apart from qualitative approach, the quantitative approach we use is the Capital Asset Pricing Model, which aims computing organisational sustainability and predicts how well an organisation can perform. We also use Modern Portfolio Theory (MPT), which models an asset’s return as a normally distributed random variable and define risk as the standard deviation of return. Other business models are reviewed and our proposal of using both quantitative and qualitative approaches provides more added values, which are explained in the talk. Some examples in finance and healthcare clouds are demonstrated.

Some experiments are completed in the domains of private and public clouds. Several examples in Monte Carlo and Black Scholes are used in modelling of assets, such as calculation of assets for the best to buy/to sell, risk analysis and so on. Black Scholes have the same objective but with different focus. Selected healthcare clouds are used to demonstrate cloud storage & initial phase in bioinformatics.

We hope adopting an appropriate cloud computing business model will help organisations investing in this technology to stand firm in the economic downturn.

© 2016 KuppingerCole