Technology & Innovation

Harnessing cloud technology

June 30, 2015

Global

June 30, 2015

Global
Martin Koehring

Senior Manager for Sustainability, Climate Change and Natural Resources & Head of the World Ocean Initiative

Martin Koehring is senior manager for sustainability, climate change and natural resources at (part of The Economist Group). He leads Economist Impact's sustainability-related policy and thought leadership projects in the EMEA region. He is also the head of the, inspiring bold thinking, new partnerships and the most effective action to build a sustainable ocean economy.

He is a member of the Advisory Committee for the UN Environment Programme’s Global Environment Outlook for Business and is a faculty member in the Food & Sustainability Certificate Program provided by the European Institute for Innovation and Sustainability.

His previous roles at The Economist Group, where he has been since 2011, include managing editor, global health lead and Europe editor at The Economist Intelligence Unit.

He earned a bachelor of economic and social studies in international relations from Aberystwyth University and a master’s degree in diplomacy and international relations from the College of Europe.

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Cloud technology has entered a new phase; light years away from the staid, clunky back-office functionality of 10 years ago, this new phase of cloud technology is transforming entire business sectors and forging new revenue streams from previously inconceivable avenues.

While there are plenty of agile, ambitious start-ups set on using cloud technology to disrupt and innovate businesses models, multinationals too can be found at the bleeding edge of cloud-based business innovation. If these multinationals succeed, expect seismic shifts across both the public and private sectors, reverberating across all industry sectors.

This study explores the types and variety of opportunities offered by cloud technologies. In this context, the report examines the case study of the Pearson System of Courses, illustrating how a multinational is forging new revenue streams by putting cloud technology at the centre of new business ventures. The report then extrapolates from these "early adopters" to consider how cloud technology is likely to affect multinationals’ business models and revenue streams in the near future.

Key findings

  • Multinationals can find significant opportunities for new revenue streams at the intersection of the “sharing economy” and the “convenience economy”. For example, multinationals that had previously considered themselves B2B could grow new B2C revenue streams by delivering products as a service, particularly where convenience is a factor.
  • Multinationals must consider regional technological preferences and consumer behaviour. For example, while Europe and North America are evolving “mobile-first” business and marketing strategies, multinationals are becoming far more innovative in the use of cloud and mobile technology in Africa and the Middle East.
  • Although Internet infrastructure poses a short-term challenge to cloud-based business opportunities, one of the biggest longer-term challenges is around data privacy and data-treatment laws.
  • The growing market opportunity for multinationals arising from computational power is significant. This can already be seen with the influx of wearable technology, the Internet of Things and “smart” Internet-connected cities.
  • Cloud technology is changing the types and nature of partnerships between multinationals, as well as between multinationals and competitive new entrants. For example, the “Internet of Everything” is brokering non-traditional, cross-sector partnerships and collaborations, as consumers expect a higher level of product and service interconnectedness and compatibility.
  • Global demographic changes will fuel corporate innovation because of the ability to connect to a massive amount of computational power in the cloud that provides multinationals with a vast distribution network, as well as powerful knowledge-sharing.

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