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Cloud Computing Value Chains Understanding Businesses and Value Creation in the Cloud

Author

Listed:
  • Ashraf Bany Mohammed
  • Jorn Altmann
  • Junseok Hwang

    (Technology Management, Economics, and Policy Program (TEMEP), Seoul National University)

Abstract

Based on the promising developments in Cloud Computing technologies in recent years, commercial computing resource services (e.g. Amazon EC2) or software-as-a-service offerings (e.g. Salesforce.com) came into existence. However, the relatively weak business exploitation, participation, and adoption of other Cloud Computing services remain the main challenges. The vague value structures seem to be hindering business adoption and the creation of sustainable business models around its technology. Using an extensive analyze of existing Cloud business models, Cloud services, stakeholder relations, market configurations and value structures, this Chapter develops a reference model for value chains in the Cloud. Although this model is theoretically based on porter's value chain theory, the proposed Cloud value chain model is upgraded to fit the diversity of business service scenarios in the Cloud computing markets. Using this model, different service scenarios are explained. Our findings suggest new services, business opportunities, and policy practices for realizing more adoption and value creation paths in the Cloud.

Suggested Citation

  • Ashraf Bany Mohammed & Jorn Altmann & Junseok Hwang, 2010. "Cloud Computing Value Chains Understanding Businesses and Value Creation in the Cloud," TEMEP Discussion Papers 201061, Seoul National University; Technology Management, Economics, and Policy Program (TEMEP), revised Jun 2010.
    • Handle: RePEc:snv:dp2009:201061
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    File URL: http://temep-repec.my-groups.de/DP-61.pdf
    File Function: First version, 2009
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    Citations

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    Cited by:

    1. José Ángel Bañares & Jörn Altmann, 2018. "Economics behind ICT infrastructure management," Electronic Markets, Springer;IIM University of St. Gallen, vol. 28(1), pages 7-9, February.
    2. Kibae Kim & Jörn Altmann & Sodam Baek, 2015. "Role of Platform Providers in Software Ecosystems," TEMEP Discussion Papers 2015120, Seoul National University; Technology Management, Economics, and Policy Program (TEMEP), revised Jan 2015.
    3. Chang, Victor & Walters, Robert John & Wills, Gary, 2013. "The development that leads to the Cloud Computing Business Framework," International Journal of Information Management, Elsevier, vol. 33(3), pages 524-538.
    4. Netsanet Haile & Jörn Altmann, 2016. "Structural analysis of value creation in software service platforms," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(2), pages 129-142, May.
    5. Ivan Breskovic & Ivona Brandic & Jorn Altmann, 2013. "Maximizing Liquidity in Cloud Markets through Standardization of Computational Resources," TEMEP Discussion Papers 2013100, Seoul National University; Technology Management, Economics, and Policy Program (TEMEP), revised Feb 2013.
    6. Ivan Breskovic & Jorn Altmann & Ivona Brandic, 2012. "Creating Standardized Products for Electronic Markets," TEMEP Discussion Papers 201296, Seoul National University; Technology Management, Economics, and Policy Program (TEMEP), revised Sep 2012.
    7. Kibae Kim & Songhee Kang & Jorn Altmann, 2014. "Cloud Goliath Versus a Federation of Cloud Davids: Survey of Economic Theories on Cloud Federation," TEMEP Discussion Papers 2014117, Seoul National University; Technology Management, Economics, and Policy Program (TEMEP), revised Jul 2014.
    8. Adel Ben Youssef & Walid Hadhri & Téja Meharzi, 2015. "Adoption of Cloud Computingin Emerging Countries: The Role of the Absorptive Capacity," Post-Print halshs-01302772, HAL.
    9. Malgorzata Pankowska, 2019. "Information Technology Outsourcing Chain: Literature Review and Implications for Development of Distributed Coordination," Sustainability, MDPI, vol. 11(5), pages 1-28, March.
    10. Netsanet Haile & Jorn Altmann, 2015. "Risk-Benefit-Mediated Impact of Determinants on the Adoption of Cloud Federation," TEMEP Discussion Papers 2015122, Seoul National University; Technology Management, Economics, and Policy Program (TEMEP), revised May 2015.
    11. Sodam Baek & Kibae Kim & Jorn Altmann, 2014. "Role of Platform Providers in Service Networks: The Case of Salesforce.com AppExchange," TEMEP Discussion Papers 2014112, Seoul National University; Technology Management, Economics, and Policy Program (TEMEP), revised May 2014.
    12. Jorn Altmann & Martina Meschke & Ashraf Bany Mohammed, 2012. "A Classification Scheme for Characterizing Service Networks," TEMEP Discussion Papers 201286, Seoul National University; Technology Management, Economics, and Policy Program (TEMEP), revised Jan 2012.
    13. Jorn Altmann & Matthias Hovestadt & Odej Kao, 2011. "Business Support Service Platform for Providers in Open Cloud Computing Markets," TEMEP Discussion Papers 201179, Seoul National University; Technology Management, Economics, and Policy Program (TEMEP), revised Sep 2011.
    14. Jorn Altmann & Mohammad Mahdi Kashef, 2014. "Cost Model Based Service Placement in Federated Hybrid Clouds," TEMEP Discussion Papers 2014116, Seoul National University; Technology Management, Economics, and Policy Program (TEMEP), revised Sep 2014.
    15. Mohammad Mahdi Kashef & Jorn Altmann, 2011. "A Cost Model for Hybrid Clouds," TEMEP Discussion Papers 201182, Seoul National University; Technology Management, Economics, and Policy Program (TEMEP), revised Dec 2011.
    16. Netsanet Haile & Jörn Altmann, 2017. "Evaluating Investments in Portability and Interoperability between Software Service Platforms," TEMEP Discussion Papers 2017136, Seoul National University; Technology Management, Economics, and Policy Program (TEMEP), revised May 2017.
    17. Selam Abrham Gebregiorgis & Jorn Altmann, 2012. "IT Service Platforms: Their Value Creation Model and the Impact of their Level of Openness on their Adoption," TEMEP Discussion Papers 201295, Seoul National University; Technology Management, Economics, and Policy Program (TEMEP), revised Jun 2012.

    More about this item

    Keywords

    Cloud computing; value chain; business models; Grid computing; service oriented computing; value networks; software-as-a-service; Grid economics; services; service sciences.;
    All these keywords.

    JEL classification:

    • D02 - Microeconomics - - General - - - Institutions: Design, Formation, Operations, and Impact
    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
    • D23 - Microeconomics - - Production and Organizations - - - Organizational Behavior; Transaction Costs; Property Rights
    • D46 - Microeconomics - - Market Structure, Pricing, and Design - - - Value Theory
    • D85 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Network Formation
    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
    • L23 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Organization of Production
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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