The document summarizes a presentation on bringing shadow IT into the light with a centralized cloud migration strategy. Nava Levy of cVidya Networks discussed accepting consumerization trends and embracing cloud technologies while managing risks. Chris Lewis of IDC talked about theoretical vs pragmatic CIO sourcing considerations. Steve Mannel of Salesforce.com covered pace layering, multi-tenant clouds, and citizen developers. A panel with Larry Snipes of Alaska Communications then discussed related topics.

1. Bringing Shadow IT into the Light with a
Centralized IT Cloud Migration Strategy
Reducing Operations Costs and IT Risks
Chairperson: Nava Levy, VP SaaS /Cloud Solutions, cVidya Networks
May 23, 2012

2. Introducing our Speakers
Larry Steve Chris
Nava Levy Snipes Mannel Lewis

3. Session
Overview
• Bringing shadow IT into the light with a
centralized IT cloud migration strategy
– Nava Levy, VP SaaS/Cloud Solutions, cVidya Networks
• The theoretical vs. pragmatic
considerations for CIO sourcing
– Chris Lewis, GVP, Int’l Telecoms & Networking, IDC
• Pace layering, multi-tenant clouds and
citizen developers
– Steve Mannel, Global Senior Director, Salesforce.com
• Interactive Panel
– Larry Snipes, Senior Manager Fraud & Revenue
Assurance, Alaska Communications
– Chris Lewis, IDC
– Steve Mannel, Salesforce.com

4. Nava Levy, cVidya Networks
With 18 years experience in developing new, innovative
strategic directions, Nava Levy leads cVidya’s efforts in
Cloud and Big Data. Before joining cVidya, Nava was the
Head of SaaS/Cloud Computing Program at Amdocs and
prior to this position played a key role in developing a
new strategic direction for Amdocs which resulted in
their becoming a leader in their domain, generating
hundreds of millions dollars for the company.
cVidya Networks is a global leader of analytics and BI
solutions for revenue-intelligence or Telecom, Media
Nava Levy
and Entertainment service providers. The company’s Vice President,
product portfolio helps service providers maximize SaaS/Cloud Solutions
margins, improve customer experience and optimize
ecosystem relationships through revenue assurance,
fraud, risk, dealer and margin analytics. cVidyaCloud is
its umbrella of On Demand revenue intelligence
solutions. With over 150 customers cVidya has one of
the largest installed bases of revenue-assurance and
fraud-management implementations worldwide.

5. What is Shadow IT?
“Shadow IT” is IT that
wasn't sanctioned by
your IT department.

6. Shadow IT and Cloud
“For every cloud project
you know about there “Today, business unit leaders
could be 3 to 6 others you often purchase and implement
don’t know about” cloud services without IT’s
October 2011
involvement” May 2011
“By 2017, CMOs may have a
bigger IT budget than CIOs do. It
is time for CIOs to take the lead
and reimagine their role.”
November 2011

7. Shadow IT and Cloud
- Key Challenges and Drivers
Key Challenges Key Drivers
• Compliance • TTM and agility
• Security • OPEX vs. CAPEX
• Waste • No need to install IT
• Performance • Low or no commitment
(integration, SLAs, etc.) • Innovation
• Support
• Training

8. Bringing Shadow IT into the Light
Accept it:
cosumerisation, mobilisation, SaaS and
democratization of IT are here to stay
Embrace it: become a champion of the
cloud
Manage the risk while balancing choice
with control
Adapt: re imagine the role of IT

9. Bringing Shadow IT into the Light
Accept it:
cosumerisation, mobilisation, SaaS and
democratization of IT are here to stay
Embrace it: become a champion of the
cloud
Manage the risk while balancing choice
with control
Adapt: re imagine the role of IT

10. Bringing Shadow IT into the Light
Accept it:
cosumerisation, mobilisation, SaaS and
democratization of IT are here to stay
Embrace it: become a champion of the
cloud
Manage the risk while balancing choice
with control
Adapt: re imagine the role of IT

11. Bringing Shadow IT into the Light
Accept it:
cosumerisation, mobilisation, SaaS and
democratization of IT are here to stay
Embrace it: become a champion of the
cloud
Manage the risk while balancing choice
with control
Adapt: re imagine the role of IT

12. Bringing Shadow IT into the Light
Accept it:
cosumerisation, mobilisation, SaaS and
democratization of IT are here to stay
Embrace it: become a champion of the
cloud
Manage the risk while balancing choice
with control
Adapt: re imagine the role of IT
Adopting the approaches of Cloud Service Brokerage, Pace Layering and Cloud
First Policy, are all good measures for ensuring your IT adapts

13. Examining Fed’s Cloud First
Strategy
Policy requires federal
agencies to default to
cloud-based solutions
whenever a secure,
reliable, cost-effective
cloud option exists.

14. Examining Fed’s Cloud First
Strategy - Results
Policy requires federal
agencies to default to
cloud-based solutions
whenever a secure,
reliable, cost-effective
cloud option exists.

15. THANK YOU!

16. Session
Overview
• Bringing shadow IT into the light with a
centralized IT cloud migration strategy
– Nava Levy, VP SaaS/Cloud Solutions, cVidya Networks
• The theoretical vs. pragmatic
considerations for CIO sourcing
– Chris Lewis, GVP, Int’l Telecoms & Networking, IDC
• Pace layering, multi-tenant clouds and
citizen developers
– Steve Mannel, Global Senior Director, Salesforce.com
• Interactive Panel
– Larry Snipes, Senior Manager Fraud & Revenue
Assurance, Alaska Communications
– Chris Lewis, IDC
– Steve Mannel, Salesforce.com

17. Chris Lewis, IDC
Chris Lewis has overall responsibility for IDC’s
international telecoms and networking practices . He
works across the telecoms services and equipment
groups, working with clients around the world from all
sides of the telecom and networking market. Lewis
brings over 25 years of experience to the role. Most
recently prior to IDC he was senior vice president at
Ovum, where he was responsible for the company's
global telecoms practice. Before joining Ovum he
served 10 years with the Yankee Group and five years
at Logica, and started his career with IDC in the early Chris Lewis
1980s, where he initiated IDC's first international Group Vice President,
telecoms and networking research. International Telecoms &
Networking
IDC is driving its local, regional and global research
and consulting programmes in telecoms &
networking in conjunction with its software and IT
practices to bring the world’s most comprehensive
analysis of the emerging ICT marketplace.

18. The Theoretical vs. Pragmatic
Considerations for CIO Sourcing
Chris Lewis
GVP, Intl. Telecoms and Networking
Mobile: +44 7824 360 747
Copyright IDC. Reproduction is forbidden unless authorized. All rights reserved.

19. Third Platform for Industry Growth
Social Big Data/
Business Analytics
Trillions
of “Things”
Mobile
Broadband
Mobile Cloud
Devices Services
& Apps
Billions Millions
of Users of Apps
2011
LAN/ Client-
Internet Server
Hundreds of Millions PC Tens of Thousands
of Users of Apps
1986
Millions Thousands
of Users of Apps
© IDC May-12

20. N-screen Consumption and
Delivery Strategies
Discrete Content & Services Per Device Blur
4 Stages of consumption
• Each ‘screen’ is a window
into content and
applications; consumption
will become seamless
across them
• Content consumption &
billing go cross platform
• Customer experience is
fragmented but united
• Service supports lifestyle
© IDC May-12

21. Enterprise Mobility From the
Inside and Outside
Securing devices and mapping into the
enterprise infrastructure to deliver service
© IDC May-12

22. M2M, Internet of things:
Don’t Forget the Toothbrush!
© IDC May-12

23. Cloud and the Telco
Dynamic permutation of devices, access services and
applications management
© IDC May-12

24. The Two Faces of Telco
Trusted Poor
Conservative customer
Dependable service & focus
Reliable away from
Brand connectivity
© IDC May-12

25. Telcos Need to Radically
Transform and Invest Now
 Staff allocation benchmarks  Investment allocation benchmarks  System selection
 Organizational design  Metrics, measurement, & ROI  System implementation
 Role definition  Analytics  Data management
 Talent development  Best practices  Data governance
 Organizational alignment and interlock  Process maturity  Technology adoption
 Change management  Agility
Planning & Budgeting Lead Management Sales Operations
 Strategic planning  Lead planning  Strategy
 Investment planning  Lead routing  Productivity
 Marketing-mix planning  Lead nurturing  Automation
 Operations planning  Lead scoring
 Annual budgeting Sales Management
Sales Enablement  Sales strategy
Functional Operations  Marketing content & asset lifecycle  Investment & resource planning
 Marketing operations  Sales operations governance  Inside sales
 Market intelligence  Sales enablement platform
 Product, solution, industry marketing Sales Methodologies
Buyer Insights
 Communications  Account planning
 Better leverage of vendor resources
 Field & channel marketing  Opportunity management
 Shortening the buying cycle
 Campaign management  Performance management
 Intelligence
 Digital marketing
 Buyer history Talent Management
 Social marketing
 Lead intelligence  On-boarding
 Website content and development
 Share of wallet  Training
 Advertising and branding
 Competitive intelligence  Retention
 Influencer relations
© IDC May-12

26. The Essential Equation: Costs Have to be
Reduced While Expanding Market Relevance
and Operational Excellence
INDUSTRY
Revenue BASED
Infrastructure UC and collaboration
rationalization NETWORK
and lower cost of BASED
delivery
Telecom market Increase
portfolio
and service
flexibility
Infrastructure
2000 2015
© IDC May-12 26

27. Thank You
• Chris Lewis
• +44 7824 360 747
• clewis@idc.com
• Twitter: chr1slew1s
© IDC May-12

28. Session
Overview
• Bringing shadow IT into the light with a
centralized IT cloud migration strategy
– Nava Levy, VP SaaS/Cloud Solutions, cVidya Networks
• The theoretical vs. pragmatic
considerations for CIO sourcing
– Chris Lewis, GVP, Int’l Telecoms & Networking, IDC
• Pace layering, multi-tenant clouds and
citizen developers
– Steve Mannel, Global Senior Director, Salesforce.com
• Interactive Panel
– Larry Snipes, Senior Manager Fraud & Revenue
Assurance, Alaska Communications
– Chris Lewis, IDC
– Steve Mannel, Salesforce.com

29. Steve Mannel, Salesforce.com
Steve Mannel, media and communications global industry
executive at salesforce.com, has been driving business and
product development for leading technology companies for
over sixteen years. In his current role, he coordinates global
strategy and solutions development for the company’s media
and communications industry vertical. Previously, Mannel
held various business development roles at Sun
Microsystems, Netscape Communications, America Online
and IBM.
Salesforce.com is the enterprise cloud computing company Steve Mannel
that has transformed the way companies collaborate and Global Senior Director,
Media & Communications
communicate. Salesforce.com is leading the effort to bring
Industries
Cloud 2, the next paradigm for computing, to the enterprise
by offering its customers the social collaboration, mobility
and openness that are the hallmark of this new world.
Salesforce.com manages customer information for over
92,000 customers including Allianz Commercial, Dell, Japan
Post, Kaiser Permanente, KONE, and SunTrust Banks.

30. Pace Layering,
Multi-tenant Clouds and
Citizen Developers
Steve Mannel
Sr. Director, Media & Communications
@mannel9
In/mannel

31. Consumerization of Business

32. Consumerization of IT Is Creating New Headaches
Personal devices in the workplace forcing IT to develop new security policies
% organizations that support
corporate applications on
personal mobile devices
90%
46%
Salesforce.com (user survey of 672 mobile users) • Gartner(2011): Top Predictions for IT Organizations and Users

33. Why is a new application strategy needed?
Source: Gartner, Inc. “A New Application Strategy to Accelerate Innovation” March 1, 2012

34. What is Pace Layering?
Source: Gartner, Inc. “Applying Pace Layering to Customer Centric Order Management Processes and Applications” July 14, 2011

35. Mature PaaS Platforms Help Flip IT’s Resources
Business Analysts
Biz
Analysts
IT Business
Resources Governance & Innovation
Governance & Change
Change Management
Management
Infra
Infrastructure Mgmt
Management
Business Analysts

36. Who are Citizen Developers ?
 If you know how to Lay Out Slides…
 If you can Draw a Flow Chart…
 If you can Build a Spread Sheet
– Using Formulae
– With Sorting
– With Tables & Charts
 Then You Are A Business Developer

37. “Citizen Developers” – New Locus of Innovation
Business Administrator Business Analyst Web Developer Professional
User Developer
Browser user Excel user Excel power user Basic DB knowledge SQL expertise
Light HTML or JavaScript Java / .NET
Analytics
Administration & Customization
Data model, workflow, UI
Advanced business logic, Integration
Declarative• Procedural Code
Point and click• Multiple languages
Meta Data Based• Developer target

39. Session
Overview
• Bringing shadow IT into the light with a
centralized IT cloud migration strategy
– Nava Levy, VP SaaS/Cloud Solutions, cVidya Networks
• The theoretical vs. pragmatic
considerations for CIO sourcing
– Chris Lewis, GVP, Int’l Telecoms & Networking, IDC
• Pace layering, multi-tenant clouds and
citizen developers
– Steve Mannel, Global Senior Director, Salesforce.com
• Interactive Panel
– Larry Snipes, Senior Manager Fraud & Revenue
Assurance, Alaska Communications
– Chris Lewis, IDC
– Steve Mannel, Salesforce.com

40. Larry Snipes, Alaska Communications
Larry has 15 years experience in telecommunication
Billing, Revenue Assurance and Provisioning. With Alaska
Communications Larry has held Senior Management
Positions in Revenue Assurance/Fraud, Complex
Ordering/Design and Carrier Access Billing. Prior to Alaska
Communications Larry held Senior Management positions
in Revenue Assurance at nationwide Internet Service
Providers in Northern California where he started his
telecommunication career as a Switch Billing Manager for
Pacific Bell in 1996.
Larry Snipes
Senior Manager,
Headquartered in Anchorage, Alaska Communications Revenue Assurance &
today serves the fastest growing segment of users - data Fraud
dependent consumers and enterprises - and leverages its
legacy as a local telephone company to support its
wireless and enterprise data network. The company's
network coverage extends from the North Slope to the
Southeast panhandle, complemented by data and voice
roaming partnerships in the Lower 48 and Canada,
enabling us to offer nationwide plans identical to those
offered by the biggest brands in the industry.

41. Panel Discussion
Larry Steve Chris
Nava Levy Snipes Mannel Lewis

42. •IDC: clewis@idc.com
•Salesforce.com: smannel@salesforce.com
•Alaska Communications: larry.snipes@acsalaska.com
•cVidya Networks: nava.levy@cvidya.com
THANK YOU!