After several rounds of trial-and-failure and more than two decades of struggling, the cloud business model eventually has been stabilized, started to prosper, and become a significant part of the computing and software industry. When hundreds of cloud providers charge the almost-homogeneous computing resource using a simple pricing scheme, they are facing a practical issue that how to distinguish themselves in the market competition. The innovation efforts in the cloud services market should never stop. In this talk, I would like to discuss several innovative business strategies that a cloud service provider may consider to enhance its market position. They include: differentiation and market segmentation strategy, innovative product-and-pricing design, the hybrid business model, and the open architecture concept. I will leverage my interdisciplinary perspective, as an IT services industry specialist, a business-oriented researcher, and an economist, to guide the discussion and deliver insights that are with both academic and practical value.
Dr. Dan Ma is an Associate Professor of Information Systems and Management at the School of Information Systems at Singapore Management University. Dr. Ma obtained her Ph.D. degree in Computers and Information Systems from Simon School of Business at University of Rochester in 2006. She studies the economics of Cloud computing, Software-as-a-Service business model analysis, pricing information goods, competitive strategy, and the adoption of new technology. Her works have been presented in international workshops and conferences including International Conference on Information Systems (ICIS), Workshop on Information Systems and Economics (WISE), Hawaii International Conference on System Science (HICSS), Annual Workshop on Information Technologies and Systems (WITS), and IEEE International Conference on Services Computing; and appeared in top research journal including Information Systems Research, The Journal of Management Information Systems, IEEE Transactions on Engineering Management, Decision Support Systems, and Information Technology and Management.
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