Recall that in part 1, we discussed most of the threats posed by clouds to both hardware and software IT vendors. In that post we talked about some of the more common ways that vendors are trying to head off this threat (for now).
In this post we want to talk about some uncommon ways to deal with the coming cloud apocalypse.
But first just to put the cloud threat in perspective, the IT TAM is estimated, by one major consulting firm, to be a ~$3.8T in 2019 with a growth rate of 3.7% Y/Y. The same number for public cloud spending, is ~$214B in 2019, growing by 17.5% Y/Y. If both growth rates continue (a BIG if), public cloud services spend will constitute all (~98.7%) of IT TAM in ~24 years from now. No nobody would predict those growth rates will continue but it’s pretty evident the growth trends are going the wrong way for (non-public cloud) IT vendors.
There are probably an infinite number of ways to deal with the cloud. But outside of the common ones we discussed in part 1, only a dozen or so seem feasible to me and even less are fairly viable for present IT vendors.
- Move to the edge and IoT.
- Make data center as easy and cheap to use as the cloud
- Focus on low-latency, high data throughput, and high performing work and applications
- Move 100% into services
- Move into robotics
The edge has legs
Probably the first one we should point out would be to start selling hardware and software to support the edge. Speaking in financial terms, the IoT/Edge market is estimated to be $754B in 2019, and growing by over a 15.4% CAGR ).
So we are talking about serious money. At the moment the edge is a very diverse environment from cameras, sensors and moveable devices. And everybody seems to be in the act, big industrial firms, small startups and everyone in between. Given this diversity it’s hard to see that IT vendors could make a decent return here. But given its great diversity, one could say it’s ripe for consolidation.
And the edge could use some reference architectures where there are devices at the extreme edge, concentrators at the edge, more higher concentrators at nodes and more at the core, etc. So there’s a look and feel to it that seems like Ro/Bo – central core hub and spoke architectures, only on steroids with leaf proliferation that can’t be stopped. And all that data coming in has to be classified, acted upon and understood.
There are plenty of other big industrial suppliers in this IoT/edge field but none seem to have the IT end of the market that Hitachi Vantara can claim to. Some sort of combination of a large IT vendor and a large industrial firm could potentially do the same
However, Hitachi Vantara seems to be focusing on the software side of the edge. This may be an artifact of Hitachi family of companies dynamics. But it seems to be leaving some potential sales on the table.
Hitachi Vantara has the advantage of being into industrial technology in a big way so the products they create operate in factories, rail yards, ship yards and other industrial sites around the world already. So, adding IoT and edge capabilities to their portfolio is a natural extension of this expertise.
There are a few vendors going into the Edge/IoT in a small way, but no one vendor personifies this approach more than Hitachi Vantara. The Hitachi family of companies has a long and varied history in OT (operational technology) or industrial technology. And over the last many years, HDS and now Hitachi Vantara, have been pivoting their organization to focus more on IoT and edge solutions and seem to have made IOT, OT and the edge, a central part of their overall strategy.
So there’s plenty of money to be made with IoT/Edge hardware and software, one just has to go after it in a big way and there’s lots of competition. But all the competition seems to be on the same playing field (unlike the public cloud playing field).
Getting to “data center as a cloud”
There are a number of reasons why customers migrate work to the cloud, ease of use, ease of storage, ease of scale, access to myriad applications, access to multi-regional data centers, CAPex financial model, to name just a few.
There’s nothing that says much of this couldn’t be provided at the data center. It’s mostly just a lot of open source software and a lot of common hardware. IT vendors can do this sort of work if they put their vast resources to go after it.
From the pure software side, there are a couple of companies trying to do this namely VMware and Nutanix but (IBM) RedHat, (Dell) Pivotal, HPE Simplivity and others are also going after this approach.
Hardware wise CI and HCI, seem to be rudimentary steps towards common hardware that’s easy to deploy, operate and support. But these baby steps aren’t enough. And delivery to deployment in weeks is never going to get them there. If Amazon can deliver books, mattresses, bicycles, etc in a couple of days. IT vendors should be able to do the same with some select set of common hardware and have it automatically deployable in seconds to minutes once powered on.
And operating these systems has to be drastically simplified. On any public cloud there’s really no tuning required, almost minimal configuration, and then it’s just load your data and go. Yes there’s a market place to select, (virtual) hardware, (virtual) storage hardware, (virtual) networking hardware, (virtual server) O/S and (virtual?) open source applications.
Yes there’s a lots of software behind all that virtualization. And it’s fundamentally different than today’s virtualized systems. It’s made to operate only on commodity hardware and only with open source software.
The CAPex financial model is less of a problem. Today. I find many vendors are offering their hardware (and some software) on a CAPex, pay as you go model. More of this needs to be made available but the IT vendors see this, and are already aggressively moving in this direction.
The clouds are not standing still what with Azure Stack, AWS and GCP all starting to provideversions of their stack on prem in the enterprise. This looks to be a strategic battleground between the clouds and IT vendors.
Making everything IT can do in the cloud available in the data center, with common hardware and software and with the speed and ease of deployment, operations and support (maintenance) should be on every IT vendors to do list.
Unfortunately, this is not going to stop the public cloud completely, but it has the potential to slow the growth rate. But time is short, momentum has moved to the public cloud and I don’t (yet) see the urgency of the IT vendors to make this transition happen today.
Focus on low-latency, high data throughput and high performance work
This is somewhat unfair as all the IT vendors are already involved in these markets in a big way. But, there are some trends here, that indicate this low-latency market will be even more important over time.
For example, more and more of commercial IT is starting to take advantage of big data and AI to profit from all their data. And big science is starting to migrate to IT, where massive data flows and data analysis tools are becoming important to the data center. If anything, the emergence of IoT and the edge will increase data flows that need to be analyzed, understood, and ultimately dealt with.
DNA genomics may be relegated to big pharma/medical but 3D visualization is becoming so mainstream that I can do it on my desktop. These sorts of things were relegated to HPC/big science just a decade or so ago. What tools exist in HPC today that the IT data center of the future will deam a necessary part of their application workload.
Is this a sizable TAM, probably not today. In all honesty it’s buried somewhere in the IT TAM above. But it can be a growing niche, where IT vendors can stake a defensive position and the cloud may have a tough time dislodging.
I say the cloud “may have trouble dislodging” because nothing says that the entire data flow/work flow couldn’t migrate to the cloud, if the responsiveness was available there. But, if anything (guaranteed) responsiveness is one of the few achilles heels of the public cloud. Security may be the other one.
We see IBM, Intel, and a few others taking this space seriously. But all IT vendors need to see where they can do better here.
Focus on services
This not really out-of-box thinking. Some (old) IT vendors have been moving into services for over 50 years now others are just seeing there’s money to be made here. Just about every IT vendor has deployment & support services. most hardware have break-fix services.
But standalone IT services are more specialized and in the coming cloud apocalypse, services will revolve around implementing cloud applications and functionality or migrating work from the cloud or (rarely in the future) back to on prem.
TAM for services is buried in the total IT spend but industry analysts estimate that in 2019 total worldwide TAM for IT services will be about $1.0 in 2019 and growing by 2.6% CAGR.
So services are already a significant portion of IT spend today. And will probably not be impacted by the move to the cloud. I’d say that because implementing applications and services will still exist as long as the cloud exists. Yes it may get simpler (better frameworks, containerization, systemization), but it won’t ever go away completely.
Robots, the endgame
Ok laugh now. I understand this is a big ask to think that Robot spending could supplement and maybe someday surpass IT spending. But we all have to think long term. What is a self driving car but a robotic data center on wheels, generating TB of data every day it’s driven.
Robots over the next century will invade every space, become ever present and ever necessary to modern world functioning . They will have sophisticated onboard computing, motors, servos, sensors and on board and backend processing requirements. The real low-latency workload of the future will be in the (computing) minds of robots.
Even if the data center moves entirely to the cloud, all robotic computation will never reside there because A) it’s too real time and B) it needs to operate well even disconnected from the Internet.
Is all this going to happen in the next 10 or 20 years, maybe not but 30 to 50 years out this world will have a multitude of robots operating within it. .
Who’s going to develop, manufacture, support and sustain these mobile computing data centers on wheels, legs, slithering and flying bodies?
I would say IT vendors of today are uniquely positioned to dominate this market. Here to the industry is very fragmented today. There are a few industrial robotic companies and just about every major auto manufacturer is going after self driving cars. And there are many bit players today. So it’s ripe for disruption and consolidation. .
Yet, none of the major IT vendors seem to be going after this. Ok Amazon (hardware & software) and Microsoft (software) have done work in this arena. If anything this should tell IT vendors that they need to start working here as well.
But alas, none have taken up the mantle. In the mean time robot startups are biting the dust left and right, trying to gain market traction.
That seems to be about it for the major viable out of the box approaches to the public cloud threat. I have a few other ideas but none seem as useful as the above.
Let me know what you think.
- From AWS marketplace website
- From “libellium en FR” by sylvieatd is licensed under CC BY-NC-ND 2.0
- From “Trading Floor at the New York Stock Exchange during the Zendesk IPO” by Scott Beale is licensed under CC BY-NC-ND 2.0
- From “IoT Junior Cup 2015 press conference, by Linemetric” by horstjens is licensed under CC BY 2.0