-Contributed by Neha Bhatia
Technology advances, and with it, new terms build up. Grid computing has been shifted to “Cloud Computing”. As the name suggests the data is somewhere in the clouds simply because large groups of servers that often use low-cost consumer PC technology are networked together, with specialized connections to spread data-processing chores across them.
You don’t know where the server located is and where is the data amongst multiple servers but it is ensured that you have created repository of information which will stay lifelong irrespective of common problems of losing data- computer crashes; file lost or damaged.
All you need to implement cloud computing is: servers, nodes to connect to server, a controlling server to handle other servers, applications to be loaded on the cloud,
fast internet connections and an open source software required for binding the clusters and provide virtualization.
One of the best examples of implementing the Cloud is Google Apps, which not only implements so called virtualization by allowing companies to run multiple applications on a single server computer but also makes it as an open source by collaborating the data of multiple companies under a single unit. Software as a Service (SaaS, typically pronounced 'sass') is a model of software deployment where an application is hosted as a service provided to customers across the Internet. By eliminating the need to install and run the application on the customer's own computer, SaaS alleviates the customer's burden of software maintenance, ongoing operation, and support. Cloud computing easily manages Saas by reducing the overhead involved in buying the software simply by offering “on demand pricing”.
Since the simple storage service is provided by the vendor, there are lot of risks being involved in the technology
• What will happen to data in the case of a disaster of the server
• How will data be accessible when server is down
• What will happen to data if the company goes out of business; how data be returned
• Quality of Service when internet connections aren’t fast, reliable and available at all places at all the time
Even with the cons, this technology is getting adapted worldwide with Oracle introducing the cloud based versions of its database – Imagine unlimited database accessible to privileged user all the time with no hassles of online transfers! Amazon operates a booming cloud business by renting out storage space of 440000 developers, with more than 30,000 signing up each quarterly. Microsoft is coming up with Windows Azure an OS designed for allowing to run Web based applications.
While a low cost service like this always attracts SMEs because you get an unlimited IT infrastructure as a service. The cloud shrinks or expands depending upon your requirement, and you pay for what you use.
Another benefit of cloud computing for enterprises is faster time to market for their products and services. The traditional approach to launching a new product in the market is to procure the hardware and software, setup the OS and applications on it, and then start developing the application on it.
However my opinion after reading several blogs by SMEs themselves, I come up with this statistics: 47% of SMEs want to adopt cloud strategy however 12% out of them are still sceptical about the Internet connectivity issues and 9% - 13% consider that security issues for hosting the mission critical applications over the internet makes them doubtful to adopt the technology.
In the near future when this technology would advance as the most cost effective, secure with no issues of higher bandwidth, it would be “Information – Not into some device but into the service that exists in the sky”.
References:
http://en.wikipedia.org/wiki/Cloud_computing
http://www.computerweekly.com/Articles/2008/10/14/232649/smbs-may-not-see-clouds-silver-lining.htm
http://pcquest.ciol.com/content/datacenter/2009/108123101.asp
Wednesday, January 28, 2009
Tuesday, January 20, 2009
Frugal Marketing
-Contributed by Ankush Garg, Knowledge Guide
When recession hits hard, consultants are the first ones to be shown the door. The next are the marketing teams.
Organizations worldwide slash marketing budgets in difficult times. While some purists contend that recession is the best time to strengthen the brand and get a competitive edge, the question is how? The funds are scarce and they need to be channeled into the essentials of the business to keep it running.
While increase in the marketing budgets in difficult times may continue to be a distant dream for most marketers, the circumstances offer opportunity to become more effective. The adage necessity is the mother of all invention never works better that it does in current macro-economic environment.
So how can marketers become more effective and get more bang for the buck? The first step is to segment your customers by the product categories and allocate the marketing budgets to different segments depending upon its profitability. Then develop a marketing strategy for each segment depending upon the customer profile or its behavioral traits. Seek synergies by identifying segments with similar customer profile. Reduce corporate campaigns and launch product category focused marketing programs as it would help improve profitability and enable the company to endure difficult times.
It is always cheaper to retain existing customers that to procure new customers. Hence, a very strong customer relationship program is the need of the hour. It is important for marketers to integrate with the overall business and not operate in isolation. This will help them create new customer offers at low cost to the company. For example, if the company is carrying huge inventory for certain product categories, CRM program can create attractive offers for the existing customers using these product categories. This can help liquidate inventory without having to drop the prices in the market which can have deleterious consequences on the brand equity. The communication costs for CRM program should be closely monitored and reduced as far as possible. Email marketing, mobile marketing or social media networks (e.g. facebook) provide communication channels at no cost.
No sector or industry has been left unscathed by the recession. There are many businesses that are looking for avenues to utilize their existing capacity. Marketers should collaborate with them and offer them benefits that cost nothing. In return, they should get higher visibility for their brand. For example, retailers can distribute discount coupons at its billing counters for a famous restaurants or clubs in the city. In return, they can get high visibility through placement of tent cards at the tables of the restaurants or through setting up kiosks at the clubs.
The art of negotiation can always add the much needed strength to the marketers. Whether it is the airtime or column area in print media, there is tremendous room for cost reduction. One must not forget that marketing budgets are down and media companies are probably running helter-skelter to fill airtime or column space. And they would go lengths to retain you as a customer.
If airtime is extremely essential for your brand, an effective PR strategy can help gather lot of airtime literally free of cost. For example, a company in education business can voice its opinion on education policy of India or release papers on related subjects. This followed by effective networking with media personnel would lead to opportunities to participate in debates or forums where such issues are discussed.
With every problem comes an opportunity. It is clearly a very opportune time for the marketer’s to break the shells and think creative, and frugal. It is a different matter that this is not longer a choice, but the need of the hour.
When recession hits hard, consultants are the first ones to be shown the door. The next are the marketing teams.
Organizations worldwide slash marketing budgets in difficult times. While some purists contend that recession is the best time to strengthen the brand and get a competitive edge, the question is how? The funds are scarce and they need to be channeled into the essentials of the business to keep it running.
While increase in the marketing budgets in difficult times may continue to be a distant dream for most marketers, the circumstances offer opportunity to become more effective. The adage necessity is the mother of all invention never works better that it does in current macro-economic environment.
So how can marketers become more effective and get more bang for the buck? The first step is to segment your customers by the product categories and allocate the marketing budgets to different segments depending upon its profitability. Then develop a marketing strategy for each segment depending upon the customer profile or its behavioral traits. Seek synergies by identifying segments with similar customer profile. Reduce corporate campaigns and launch product category focused marketing programs as it would help improve profitability and enable the company to endure difficult times.
It is always cheaper to retain existing customers that to procure new customers. Hence, a very strong customer relationship program is the need of the hour. It is important for marketers to integrate with the overall business and not operate in isolation. This will help them create new customer offers at low cost to the company. For example, if the company is carrying huge inventory for certain product categories, CRM program can create attractive offers for the existing customers using these product categories. This can help liquidate inventory without having to drop the prices in the market which can have deleterious consequences on the brand equity. The communication costs for CRM program should be closely monitored and reduced as far as possible. Email marketing, mobile marketing or social media networks (e.g. facebook) provide communication channels at no cost.
No sector or industry has been left unscathed by the recession. There are many businesses that are looking for avenues to utilize their existing capacity. Marketers should collaborate with them and offer them benefits that cost nothing. In return, they should get higher visibility for their brand. For example, retailers can distribute discount coupons at its billing counters for a famous restaurants or clubs in the city. In return, they can get high visibility through placement of tent cards at the tables of the restaurants or through setting up kiosks at the clubs.
The art of negotiation can always add the much needed strength to the marketers. Whether it is the airtime or column area in print media, there is tremendous room for cost reduction. One must not forget that marketing budgets are down and media companies are probably running helter-skelter to fill airtime or column space. And they would go lengths to retain you as a customer.
If airtime is extremely essential for your brand, an effective PR strategy can help gather lot of airtime literally free of cost. For example, a company in education business can voice its opinion on education policy of India or release papers on related subjects. This followed by effective networking with media personnel would lead to opportunities to participate in debates or forums where such issues are discussed.
With every problem comes an opportunity. It is clearly a very opportune time for the marketer’s to break the shells and think creative, and frugal. It is a different matter that this is not longer a choice, but the need of the hour.
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