Cloud computing will create new business models in 2012

A convergence of cloud computing trends will create new business models for Australian businesses in 2012, according to analyst firm Frost & Sullivan.

The firm has three converging predictions for the year ahead: cloud computing will finally become mainstream; the rise in cloud services will drive mobile computing; and the pervasive nature of social networking plus the need to manage online reputations will see social media widely integrated into business activities.

These three trends will combine to force an inversion of the traditional model of IT in business. Usually, IT simply responds to business needs, providing the tools that the business needs to achieve its goals. But in 2012, ICT developments will drive business process change and, in some instances, create new business models.

According to Frost & Sullivan, this shift is already evident in the media, retail, travel and hospitality industries, and the company predicts it will become widespread across other sectors in the coming year.

As such, the firm has warned executives that “no matter what their industry they will need to closely monitor the activities of technology firms, particularly leaders such as Apple, Amazon, Google and Facebook, to assess how developments in these trends may impact their operations”.

“Consider the effect of mobile payment products such as Google Wallet, which are enabling technology firms to compete with financial services firms and which will change the way people spend money,” said Andrew Milroy, Vice President - ICT Research Asia Pacific, Frost & Sullivan.

New cloud environment for the enterprise

The analyst firm also predicts the emergence of a new environment for the enterprise, powered by the cloud. In this environment, applications will be delivered via software-as-a-service (SaaS) to virtualised desktops.

Plus, an increase in tablet and smartphone popularity in Australia (the country has a higher smartphone penetration than the United States, the firm says) will lead to an increase in the number of employees opting for remote or home working arrangements.

This will drive increased interest in videoconferencing, using mobile, desktop and room-based systems. Unified communications (UC) is “crucial” to achieving this vision, the firm said.

In the short term, UC investment will continue mostly under a ‘silo’ model: “Decisions are made on the basis of an individual project rather than with a ‘big picture’ solution in mind,” the firm said.