which, when linked through grid and cloud computing models provide the capacity to spot emerging patterns.
Cloud computing, Mobile services, etc. from a managerial perspective, aiming to reach a wide spectrum of executives,
one hand, of Big data, Cloud computing, and Mobile Services for business; on the other hand, it discusses the drivers and challenges of Social Listening and
Data and Cloud computing, through Mobile Services as platforms for socializing and ††touch points††for customer experience, to emerging paradigms that actually
2 Cloud computing...23 2. 1 Introduction...23 2. 1. 1 Cloud computing: Service Models...24 2. 1. 2 Cloud computing Service Providers...
25 2. 2 Strategic and Managerial Challenges and Opportunities...26 2. 2. 1 Challenges Accompanying Cloud computing...
27 2. 2. 2 Advantages and Risks in Cloud computing Outsourcing Projects...28 2. 2. 3 Managing Changes and Organizational Issues...
32 2. 3 Deployment Models (Private, Public, Community and Hybrid...33 2. 4 Guidelines and Recommendations...
34 2. 4. 1 Choosing a Cloud computing Service Provider...34 2. 4. 2 Cloud computing Project Implementation
Life cycle...36 2. 5 Case studies...41 2. 6 Summary...44 References...44 3 Mobile Services...
47 3. 1 Introduction...47 3. 2 Mobile Services Drivers and Challenges...50 3. 3 Digital Management Solutions...
Cloud computing Social networks Internet of things Mobile 80%of the world's data is unstructured From 1. 3 billion
As for drivers, cloud computing is represented in Fig. 1. 1, besides the above mentioned social networks, mobile technologies, and internet of things.
at the state of the art, cloud computing is considered a key driver of Big data, for the growing size of available data requires scalable database management systems
) However, cloud computing faces IT managers and architects the choice of either relying on commercial solutions (mostly expensive) or move beyond
services, and technology/paradigms such as cloud computing (we provide further details on each of them in Chaps. 2, 3 and 4, respectively
Agrawal D, Das S, El Abbadi A (2010) Big data and cloud computing: new wine or just new
Agrawal D, Das S, Abbadi A (2011) Big data and cloud computing: current state and future opportunities.
Cloud computing Abstract During the last decade, the Information and Communication Technol -ogy (ICT) industry has been transformed by innovations that fundamentally
the cloud computing, which will be investigated in details in this Chapter 2. 1 Introduction The development of cloud computing started years ago with the emergence of grid
computing. Grid computing can be explained as the allocation of several computer systems in a parallel structure to solve one problem 1. Cloud computing is
similar to Grid but differs in the sense it aims to provide on demand access to a
key features of cloud computing can be summarized in the following list 1 V. Morabito, Trends and Challenges in Digital Business Innovation
which enables the user to access the cloud computing resource from different platforms, such as mobile phones, laptops or PDAS
and enables the cloud computing structure to comply with the user†s demands 6. Measured and controlled service.
8. Quick deployment of the cloud computing structure in comparison with tradi -tional information systems implementations 2. 1. 1 Cloud computing:
Service Models Dhar 4 defines cloud computing as the structure that provides the ability to the
users to utilize the hardware, software, and networking infrastructure over the Internet. From this definition, three levels of cloud computing can be defined (see
Fig. 2. 1). The first level is the Software as Service (Saas). In this layer, the
In addition to these, a new abstraction level in cloud computing has emerged recently and called Network as a Service (Naas.
24 2 Cloud computing 2. 1. 2 Cloud computing Service Providers In this section, examples of the main names in cloud computing will be introduced
The first example is Amazon EC2 which allows users to rent virtual computers on which to run their own computer applications.
It runs over HTTP, using REST and SOAP protocols. It gives the subscribers the ability to launch
example of cloud computing service provider is Google, which uses its own infra -structure that contains three independent
Software as a service Saas Platform as a service Paas Infrastructure as a service Iaas Examples Google Apps, Facebook Youtube Microsoft Azure Google Appengine
Fig. 2. 2 Cloud computing architecture. Adapted from 5 Fig. 2. 1 The three layers of cloud computing. Adapted from 4
2. 1 Introduction 25 commodity servers. The second one is the Big Table, which is simplified a model
The decision of whether to implement the cloud computing project by the orga -nization itself or to outsource it to a third party depends on the abilities and
outsourcing cloud computing would have positive effects on the management to achieve its goals such as to take the benefit of the increased globalization and to
achieved by better management of the cloud computing pooling services to several clients 2. Faster development cycle,
5. Creative and structured leases, that can be provided by the cloud computing service provider, which allows the company to transfer the risk of failure to the
organization and the cloud computing service provider can be flexible enough to benefit both parties and to comply with supply and business demand
26 2 Cloud computing 2. 2. 1 Challenges Accompanying Cloud computing Businesses across industries have come to a consensus about the inherent business
value of cloud computing and are increasingly transitioning to the cloud. However despite all these trends, there are many challenges that face the research and
evolution in this field. For example, 5 argued that these new issues are emerging from the industry as a result for the new demands for new applications and new
very important factors in cloud computing that have to be well-thought-out in designing its architecture. Those requirements can be met by adopting different
traffic is faced by many challenges in cloud computing. These challenges stem from the difficulties in calculating, measuring
-lenge for all stakeholders in cloud computing. This happens because of the structure of the cloud computing when the VMS can dynamically migrate from
location to another, which creates difficulties in using remote attestation. In this case, it is critical to build trust mechanisms at every architectural layer of the
The main objective behind the cloud computing is to provide a platform to host and run large-scale data intensive applications.
-tions form an important challenge in cloud computing 8. Storage technologies and data management. The concerns that can arise here
2. 2. 2 Advantages and Risks in Cloud computing Outsourcing Projects Cloud computing is like any other new development in IT,
since it has advantages and risks. According to 8, there are many benefits for utilizing a third party cloud
28 2 Cloud computing 4. It gives the opportunity for the employees from different departments to
develop their experiences about cloud computing support and management Also, it gives them the opportunity to explore the interaction with this new
gained by transforming to cloud computing such as high expandability, friendly utilisation and environmental protection. Finally, the users can use cloud resources
cloud computing services. These risks are summarized as follows 1. The customer service quality at the company might be affected with this
standards that govern cloud computing. The importance of the security issues is also addressed by many other authors such as Srinisvasan et al. 11.
cloud computing, since it needs to be more secure and sophisticated. This is especially necessary when considering the †pay as you use†feature of the cloud
Virtualization is very important in the cloud computing to achieve its goal of sharing resources. This can be accomplished by using hypervisor, which also
significant threats to the holistic view of cloud computing 5. Cryptography and key management The need for appropriate and, up-to-date cryptography systems with efficient
30 2 Cloud computing B. Process and regulatory-related aspects, and includes the following points 6. Governance and regulatory compliance gaps
those API to allow users to discover the available features of the cloud computing However, insecure APIS would invite attackers†attention to know the architecture
to the cloud computing model and comprises risks related to data security and portability •Level 2: Cloud migration,
Outsourcing the cloud computing services can be considered as a very important step on the road of having agile and efficient business,
transformation to the cloud computing services 15. Dealing with the issues related to change management is very important,
32 2 Cloud computing Khajeh-hosseini et al. 8 also suggests that the organization implementing cloud computing has to consider the socio-technical factors that concern with
interaction between the people and technology in the work environment, and that affect its intention behind this transformation.
properly managed in order to have smooth transition to cloud computing services 2. 3 Deployment Models (Private, Public, Community
Considering the Community Cloud model, the cloud computing environment is not dedicated to a single organization.
2. 4. 1 Choosing a Cloud computing Service Provider Choosing the cloud computing service provider is considered as a strategic deci
-sion for any organization, since it would have important implications on its future strategies. Therefore, according to authors such as, e g.,
Table 2. 1 Cloud computing deployment models Infrastructure managed by Infrastructure owned by Infrastructure located Accessible
34 2 Cloud computing healthcare sector, the guidelines they proposed could be generalized to other sectors, as they are used based on commonly frameworks for multi-criteria deci
may influence an organization†s choice of an appropriate cloud computing service provider. The criteria in this three-level hierarchy are the ones that can be
2. 4. 2 Cloud computing Project Implementation Life cycle Conway and Curry 12 propose an implementation life cycle for cloud computing
depicted in Fig. 2. 4 This cycle is divided into four major phases: architect, engage, operate and
how the transformation to the cloud computing model would help to meet those Outsourcing Provider Evaluation
Fig. 2. 3 Cloud computing supplier selection. Adapted from 19 36 2 Cloud computing necessities. This step faces some challenges such as satisfying the new
requirements within the existing or new budget, resistance for this change because of the lack of the financial control over the pay as you go model and
the cloud computing and includes the activities and outputs shown in Table 2. 3 In this step, the implementing company objectively assesses which departments
affected with the cloud computing transformation. This includes critical decisions such as staffing, communication, organizational rules and risk assessment.
transforming to the cloud computing service model. This planning will detail the new service, how it will be managed, how it interfaces to the existing/remaining
Fig. 2. 4 Cloud computing life cycle. Adapted from 12 2. 4 Guidelines and Recommendations 37 systems, and how it will be monitored and reported.
IT strategy for cloud computing Determine what role cloud computing will play within the IT strategy Strategic intent of moving to the cloud and how it
progresses the business objectives Gather intelligence on cloud service offerings Intelligence document on cloud service offerings
38 2 Cloud computing Phase 2: Engage In this stage, the company would select the service provider that would be able to
40 2 Cloud computing Phase 4: Refresh This stage is about the continuous review of the cloud service.
In this section we investigate some cloud computing related case studies and we provide explanation about cloud computing outsourcing and its role in the strategic
business change The first case study is about a UK based SME firm that provides IT services and
and it shows the implication of the cloud computing transformation on the IT department in the implementing organization.
President of Information technology suggested using cloud computing to move the company†s Business Information systems (BIS), which includes Executive
With a cloud computing solution, the IT department would be reduced from twelve people to six. IT
cloud computing technologies in the government data centers of the National Computing and Information Agency (NCIA. This agency is consisted of two huge
42 2 Cloud computing of Construction and Transportation, the National Tax Service, and the National Police Agency.
and risks are very important in the transformation to the cloud computing environment. This situation is even more imperative
The fourth case study is about introducing the cloud computing technologies to the Indian education system to overcome deficiencies,
the cloud computing transition project and the actual usage of the system are as important as the benefits that might gained from it,
thought of before starting this strategic transformation to the cloud computing However, despite the promising benefits of this transition, the authors of 25
In this Chapter, detailed explanations about the concept of cloud computing, its characteristics, different service models and available deployment models have
Cloud computing is simply about an innovative IT model for providing an on -demand network access to a shared pool of configurable computing resources such
benefits and risks associated with cloud computing. These case studies show that many issues have to be considered before commencing with the transition to this
1. Song J, Junfeng Y, Chengpeng W (2011) Cloud computing and its key techniques. In Proceedings of 2011 international conference on electronic and mechanical engineering and
2. Carroll M, Van der Merwe A, Kotzã P (2011) Secure cloud computing benefits, risks and controls.
44 2 Cloud computing 4. Dhar S (2011) From outsourcing to cloud computing: evolution of IT services.
In: IEEE pp 434†438 5. Zhang Q, Cheng L, Boutaba R (2010) Cloud computing: state-of-the-art and research
challenges. J Internet Serv Appl 1: 7†18. doi: 10.1007/s13174-010-0007-6 6. Raghavendra R, Lobo J, Lee K (2012) Dynamic graph query primitives for SDN-based cloud
sustainability modelling presented by cloud computing business framework. Int J Web Serv Res 8: 26†53. doi:
Gai K, Li S (2012) Towards cloud computing: a literature review on cloud computing and its development trends.
In: 2012 international conference on multimedia information networking and security, pp 142†146. doi: 10.1109/MINES. 2012.240
Conway G, Curry E (2010) Managing cloud computing: a life cycle approach. In: 2nd international conference on cloud computing and services science CLOSER 2012
pp 198†207 13. Bublitz E (2010) Catching the cloud: managing risk when utilizing cloud computing. Natl
Underwrit P C 114: 12 14. Alsouri S, Katzenbeisser S, Biedermann S (2011) Trustable outsourcing of business processes
to cloud computing environments. In: 2011 5th international conference on network and system security, pp 280†284
cloud computing case study. J Cases Inf Technol 13: 57†71 24. Lee H-O, Kim M (2013) Implementing cloud computing in the current IT environments of
Korean government agencies. Int J Softw Eng Its Appl 7 (1: 149†160 25. Bhatia G, Lala A (2012) Implementation of cloud computing technology in Indian education
system. ICCCNT12 26th 28th July 2012, Coimbatore, India References 45 Chapter 3 Mobile Services Abstract In this Chapter we discuss the main implications of mobility for digital
-cations, cloud computing, high bandwidth telecommunication networks contribute to create digital infrastructures for service provision, that are more than a simply
Cloud computing •Amazon, dropbox, Google, Salesforce. com, Windows Azure, etc High bandwidth telecommunication networks •Comcast, AT&T, Verizon, etc
emergence of cloud computing. As mentioned before, both personal and business data can reside in the cloud on large servers run by giant technology firms such as
1 Cloud computing and mobile services issues have been discussed in Chaps. 2 and 3 respectively 90 5 IT Consumerization
For example, Cloud storage can enhance the availability of data, which would help employees to increase online interaction
such as downloading, using a personal cloud storage service, or engaging with social media so that they can have better communication and work more effi
As mentioned before, cloud computing is the IT service that makes this even easier, with information and services accessible from anywhere and anytime by
or by transforming to cloud computing Nevertheless, enabling such strategy includes new technologies such as server -based virtualization for application streaming and user state virtualization for a
Dropbox is a file hosting service that offers many capabilities such as cloud storage and file synchronization.
it provides users with features related to cloud storage, file sharing and documents editing in a collaborative manner.
sync files to cloud storage and then access them from a Web browser or their local device.
how globalisation, cloud computing and social media enable you to create an unfair advantage. Egxacting 7. Aral S, Dellarocas C, Godes D (2013) Introduction to the special issue†social media and
-tegic drivers and drawbacks of Cloud computing, considered an innovative IT model for providing on-demand network access to a shared pool of configurable
Cloud computing, 6, 23 COBIT, 150,156, 157 Cognitive age, 55 Cognitive instrumental processes, 51 Collaboration, 194
2 Cloud computing Abstract 2. 1†Introduction 2. 1. 1 Cloud computing: Service Models 2. 1. 2 Cloud computing Service Providers
2. 2†Strategic and Managerial Challenges and Opportunities 2. 2. 1 Challenges Accompanying Cloud computing 2. 2. 2 Advantages and Risks in Cloud computing Outsourcing Projects
2. 2. 3 Managing Changes and Organizational Issues 2. 3†Deployment Models (Private, Public, Community and Hybrid
2. 4†Guidelines and Recommendations 2. 4. 1 Choosing a Cloud computing Service Provider 2. 4. 2 Cloud computing Project Implementation Life cycle
Phase 1: Architect Phase 2: Engage Phase 3: Operate Phase 4: Refresh 2. 5†Case studies
2. 6†Summary References 3 Mobile Services Abstract 3. 1†Introduction 3. 2†Mobile Services Drivers and Challenges
3. 3†Digital Management Solutions 3. 4†Case studies 3. 5†Summary References 4 Social Listening
opportunity interact with shifts such as cloud computing social networking, the internet of things, synthetic biology the makers movement and advanced manufacturing.
is required already for advanced cloud computing applications such as high-definition video conferencing and industrial collaboration. Any interruption to the
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