DOI 10.24411/2658-3569-2020-10098

Cloud-Based IT service delivery 

Байсаева Малика Усамовна, доцент кафедры финансов, кредита и антимонопольного регулирования, ФГБОУ ВО «Чеченский государственный университет»

Байсаев Зубайр Исмаилович, Российская академия народного хозяйства и государственной службы при Президенте РФ

Bajsaeva Malika Usamovna, Bajsaev Zubajr Ismailovich

Summary. The development of information and computer technologies (ICTs) and universal access to the Internet have led to the transformation of businesses based on the use of ICTs and the Internet, that is, all variants of e-business. In addition to developing or purchasing the hardware and software necessary for conducting e-business, more and more business entities are leasing it on the basis of cloud technologies, integrating their business model with the cloud business model. The market for cloud services is growing much faster than the information technology (it) market as a whole, by about 17-18% annually, and will reach us $ 302 billion in 2021 [11, 13, 17]. The cloud services market in Europe is also growing year by year. In 2017, this market grew by 55 %and amounted to $ 21 million [6]; at the end of 2018, the cloud services market in Europe, according to various data, amounted to $ 24-28 million [1, 3].

To model the organization of businesses that are attracted to cloud technologies, the term «cloud technology ecosystem “is often used today” it covers the set of business models of participants (developers, providers, consumers) who interact with each other, create, deliver or consume value using cloud technologies.

Keywords: business model, cloud, IT, service, delivery.

1. INTRODUCTION

The General recognized that the use of cloud computing expands the possibilities of providing e-Commerce services on-demand, makes the interaction between the participants of the business faster, more flexible and open, successful methods of organizing businesses based on cloud technology is now more the result of individual, not analysis of the advantages and disadvantages of certain business models and choice for a medium business fashion whether. In this regard, systematization of business models of modern businesses that attract cloud technologies, analysis of their strengths and weaknesses is an urgent task.

The business model is traditionally considered as a structural model of the way a business system creates and commercializes value [3]. The specifics of cloud-based provision of it services (shared use of resources by users; network access; flexibility; scalability; fast delivery of services «on demand» by the user (self-service), ease of measurement of the volume of services provided) determine the specifics of building business models of cloud ecosystems. In all such classifications of business models [12-20] included two invariants:

• a method (resource) for delivering users / providing users with access to it services, sometimes referred to as the cloud deployment model;
• the level of services provided virtually (through the cloud) is determined by the it resource that is virtually used and is provided for use by consumers, which is also called the it services layer, which is a component of the content of the value proposition and is largely determined by the revenue generation model. The level of services that are virtually provided sets the level of automation of it processes in the infrastructure that is offered and defines the customer service model.

2. MATERIALS AND METHODS

According to the method of delivery of it services to users, there are different types of services:

• public (public) clouds – are cloud infrastructures that are intended for free use by any user (shared cloud). In such data storage clouds and/or other services provided by the service provider (service provider) to all users [4-8]. A public cloud can be owned (leased), managed, and operated by any legal entity or individual, while remaining in the jurisdiction of the cloud service provider that provides its services and services. In this model, data processing applications interact with user data in an infrastructure created by the service provider and shared by users. This solution is primarily suitable for individual customers (individual use). The public cloud infrastructure provides a relatively low-cost solution for less security compared to other cloud infrastructures and is usually priced on a pay-per-use basis. It can even be offered to individual users for free. It is this type of cloud infrastructure that is now the most common, accounting for up to 30% of the volume of data that is processed at an annual growth rate of 16-18% [10]. private clouds– cloud infrastructures intended for use exclusively by one organization, may include a number of users (divisions). This infrastructure is installed in one organization and serves only that organization; open access or third-party access is not allowed. At the same time, ownership, management and operation rights can belong both to the organization itself and to a third party. The infrastructure is saved either entirely by the organization itself, or by a third party on behalf of the organization. Private cloud infrastructure is generally preferred by large companies and institutions that prioritize cloud storage over cloud storage. there is data security. Although a private cloud is more expensive than a public one, it provides attractive advantages in terms of investment and data processing costs. The volume of processed data is about 15% with a growth rate of 17-18% per year for the period up to 2022 [5];
• public (housing, utilities, community) cloud share cloud infrastructures shared by several organizations of a specific community with a common goal and common requirements for security and other standards for the development and operation of IT technologies. A utility cloud can also be formed as a public or private cloud and managed by both cloud-user organizations and a third party. The advantage of such a structure is a financial gain for community members, since the shared cloud is actually one large private cloud that is operated by a group of corporate users; hybrid clouds are cloud infrastructures that are a combination of two or more private, utility, or public «clouds». These clouds are unique independent entities that are interconnected by standardized or private technologies, which makes it possible to transfer data and application programs between them (for example, public cloud resources can be used for load balancing between clouds). Relatively vulnerable, secret data and business-critical applications are stored in the private cloud as part of a hybrid cloud, while applications that require less security are stored in the public cloud. Hybrid clouds are the least common among all cloud infrastructures, but they have the highest growth rate of the market volume – it is expected that by 2020 up to 90% of organizations using cloud infrastructures will implement hybrid cloud options [8], combining alternative advantages of public and private clouds.

According to the classification of business models of cloud ecosystems in the sense of value proposition, the following basic levels of cloud service provision are currently distinguished [2; 5]:

IaaS, Infrastructure as a Service (HP, IBM, RackSpace,  Microsoft, VMWare, Oracle, Amazon WebServices, Red Hat, and the like). IaaS is the provision of virtual computer infrastructure as a service based on the concept of cloud computing, which ensures the efficient use of this infrastructure. Payment is made according to the time or volume of use of the provided services. Based on the business model of the IaaS provider, the Cloud builder model is being developed, whose value proposition consists in providing consulting services for building private clouds. Such services are already provided by, for example, Capgemini, CSC, HP, and IBM. Regarding the value proposition, K. Weinhardt [2] distinguishes between providing a service for conducting calculations (for example, http://aws.amazon.com/ec2/) and data storage services (for example, http://aws.amazon.com/s3/). The pricing model is basically a pay-per-use or subscription model; the additional value of the offer is provided by the proposed hardware management service with its scaling as in Right Scale. The advantages for the consumer are: simplified equipment management; reduced cost of updating and updating computing resources; reduced energy costs, cooling systems; PaaS, Platform as a Service (Google App Engine, Microsoft Azure, and so on). The model provides the consumer with the ability to use the cloud infrastructure to host basic software (software) for subsequent placement of new or existing applications (proprietary, custom-designed, or purchased replicated applications) on it. For example, Google Apps provides business applications in a mode online, accessed using a web browser, while software and data are stored on Google servers. Scientist [12] identifies the provision of platforms for developing own software (Morph Labs, Google App Engine) and to implement applications to control automated business using the existing SOFTWARE (Salesforce), which in both cases is provided by the provider of the cloud. Revenue generated both from infrastructure providers, both in IaaS, and from facilitating purchase and sale transactions. The pricing model is basically a fee for use [2].

The advantages of PaaS are the ability to attract innovative potential of consumers, since applications are created within the same platform and are easily integrated into it, as well as reducing the dependence of technology on existing equipment; SaaS, Software as a Service (SalesForce, NetSuite, Dropbox, Gmail and Google docs services, and the like). This is a SOFTWARE delivery model that provides hosting of an application to a developer, provider, or third party and provides clients with access to this application from various client devices by subscription or based on the actual traffic used. This level allows the user to fully use an application that performs certain functions, such as working with images and audio, or. SaaS represents a further evolution of PaaS; in the case of SaaS, the consumer will be able to use vendor applications running in the cloud. This level of remote access to SOFTWARE is most often used in the field of human resource management, cost management, communication channels and in customer relationship management (CRM) systems.

Pricing model – subscription, usage fee, freemium [3], and in the case where the value proposition is a virtual marketplace – dynamic pricing model (Zimory.com). Advantages of the model-reducing the cost of SOFTWARE development and simplifying its use due to Web technologies; business process management as a service-BPaaS (business process as a service). This is a model of providing services for achieving specific business tasks using cloud technologies or transferring the company’s business processes to a cloud service provider for management. In contrast to SaaS, when SOFTWARE that an employee works with is leased via the cloud, BPaaS provides for outsourcing the process. Payment for such outsourcing is made at a fixed price or on the basis of consumption of the service.

The BPaaS model is attractive for consumers (customer companies) who need to automate typical tasks that are repeated, but there are no managers assigned to these processes, or the latter’s qualifications are insufficient. According to Gartner’s classification, Cloud-based advertising, e – Commerce Services, human Resources management, and payment Processing services should be separately distinguished within BPaaS. At the same time, a large share of the market is precisely «Advertising as a cloud service», to which Gartner refers only to ads sold in online auctions [14]. The advantage of this model for business is that it reduces the cost of managing routine processes, accelerates the launch of new services to the market, and makes it possible to model them.

In addition to these 4 levels, IBM allocates another, fifth level – professional Services (Professional Services as a Service). Example-the Amazon service

Mechanical Turk (MTurk), which is a crowdsourcing platform that allows SOFTWARE developers to attract specialists to perform tasks that cannot be assigned to a computer (Human Intelligence Tasks).

Besides the above described basic levels (models) of cloud services, the user may be provided specialized services [5], which are partial cases of certain basic services or a combination of holes, e.g. DaaS, Desktop as a Service (virtual desktop as a service); WaaS, Workplace as Service (workplace as a service) – providing virtual sound workplace, a partial case of IaaS; CaaS, Communication as a Service (communications as a service) – providing cloud communication services (ip telephony, email, etc.); SecaaS (security information service); BaaS, Backup as a Service (backup as a service); aPaaS application Platform as a Service (platform business applications as a service) – PaaS option, which provides consumer’s access to the cloud-based service that provides a complete environment to design and deploy your own business applications; DraaS, Disaster Recovery as a Service (disaster recovery as a service), where the client regularly pays installed ENU contract the insurance premium, and the vendor provides capacity on a temporary basis, until the client restores the primary site after a failure, and many others.

The contribution of the main service models to the global cloud services market is shown in figure 1, growth dynamics — in figure 2. 

As can be seen from Fig. 1 and Fig. 2, the largest contribution to the total volume of cloud services is made by the SaaS model. The same model shows the highest growth due to the demand for services for translating it infrastructure to the cloud, the widespread introduction of artificial intelligence, the Internet of things and Big Data analysis [1, 7, 18]. However, in terms of growth rates (22.3 % in 2018 compared to 2017), this model is inferior to the RAAS and IAAS (26.1% and 36.0 %, respectively), and the trend towards outperforming growth of these models is projected to continue until 2021, although the overall growth rate will gradually slow down. Among specialized SaaS business process management services, the highest growth rates are in the field of ERM (Enterprise risk management, enterprise risk management), CRM (Customer Relationship Management, customer relationship management), SCM (Supply Chain Management, supply chain management) and collaborative applications [10].

Historically, the IaaS model was the first; the evolution of business models reflects the fact that anincreasing number of enterprise it-related processes and components of the information system (is) supporting them are being outsourced to the cloud.

In addition, in the cloud business, as it develops, intermediary and advertising business models are emerging and developing, namely:

cloud advertising, Cloud Advertising. The model provides for providing advertising to the target consumer of Chevy (usually based on an auction mechanism) and charging a fee at the time of accessing the ad to the end user; cloud brokerage services, Cloud Services Brokerage (Alcatel-Lucent, AmberPoint, Common IT, Layer 7 Technologies, and others). The model provides for the provision of a third-party service that increases the value of the main service and helps implement the cloud service. Revenue model-brokerage; cloud service integrators — Cloud integrator, Cloud Service integration, IaaS2 (eBRIDGE and the like). The model provides services for integrating various cloud services and the enterprise’s own software.

Recently, cloud ecosystems have also begun to use the merchant business model (for example, Capgemini) [9], under which a third party resells a cloud service or subscribes to it with the provision of an additional service for integrating the cloud service into the enterprise’s SOFTWARE or customizing it. The Cloud tool vendor model, which is the owner and developer of tools for building cloud services, is also becoming common (Cloud.com, Eucalyptus Systems, RightScale, Microsoft, Oracle, and VMware).

Highlighting previously unresolved parts of the overall problem that the article is devoted to.  In numerous publications concerning the business model of cloud services, the focus is mainly on describing exclusively the levels of cloud service provision or ways to access them; there is almost no justification for choosing a particular level of provision or way to purchase cloud services, which is important for both providers and consumers of cloud services. In addition, the business model cannot it can only be determined by the level of cloud service provision: for the same level of cloud service provision, different revenue models and different value offers are possible, which also requires a guarantee.

Statement of the purpose of the article (setting the task). The purpose of the article is to systematize the typology of business models of cloud businesses and identify the prerequisites for successful implementation of certain models.

Presentation of the main research material with a full justification of all the scientific results obtained. Cloud computing is a model for providing ubiquitous and convenient on-demand network access to a shared pool of configurable computing resources (networks, servers, storage, applications, and services) which can be quickly provided and released with minimal management costs and referrals to the provider [7].

3. CONCLUSION

Implementation of information and computer support for your own business by using cloud it services provides significant advantages due to: reduced investment in software and hardware, its updating and maintenance of performance; reduced and effective management of operating expenses based on payment for the resources actually used; minimizing to zero the time to obtain the necessary it services; high flexibility and reliability; moderate and less specific requirements for it personnel; opportunities to focus on the key issues of your own business, rather than on its information and computer support. The growth of the scale of the presence of European enterprises on the Internet, speed, quality and ubiquity of access to it constantly increases the attractiveness of cloud models for European enterprises, both for consumers and manufacturers of it technologies. Unfortunately, in Europe, and still does not work typical for developed countries model of automatic sale of cloud services, when the user goes to the site of the service provider and buys the resources needed at the moment; cloud services are mainly used for data transmission, processing, and storage. There are almost no BPaaS services. At the same time, leading European trading platforms, actively attract cloud advertising and remarketing mechanisms using services such as Google AdWords. We can assume that in the future, more and more enterprises will tend to allocate it processes as non-core and lease it resources, along with outsourcing their management, while implementing their own cloud structures for managing key business processes. At the same time, the growing demand for cloud services should lead to a more active entry of their developers and providers into the European market and the emergence of new domestic cloud service providers, primarily by outsourcing certain functions to European software developers by the world’s leading cloud providers, including the organization of local data centers. All this makes it necessary to take into account the specifics of individual models of cloud service delivery in comparison with their own resources and goals when choosing the way to implement cloud technologies by both consumers and suppliers. The market for these services is rapidly developing and changing, and along with it, the requirements for successful business models for their provision are changing, which should be the subject of further research.

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