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BlazeClan Technologies: Cloud Computing Adoption in India
內容大綱
Within a few years of its establishment in 2010 by four young engineers in Pune, India, BlazeClan Technologies had prospered as a cloud solutions delivery company by providing true value to its customers in India and around the world. By 2014, though, the company was facing a long and slow sales cycle in the Indian market where businesses were hesitant to give up in-house data control to the cloud. Though the company invested a lot of marketing dollars in educating this potential segment through events, webinars, social media campaigns and talks at important industry forums, the customer base was not building and market penetration was not gaining ground. The momentum that was badly needed to push cloud adoption to the next level was also affected by external factors such as the availability of the Internet, regular service outages leading to network disruptions, resistance to change and unclear licensing issues. The company worked hard to reduce these fears, but it had a number of decisions to make to go forward.
學習目標
The case can be used in cloud computing, electronic commerce and business, digital marketing and emergent technologies courses at the advanced undergraduate, MBA or executive level to achieve the following objectives:<ul><li>To understand the role of cloud computing and its penetration in the Indian market and to understand the overall environment in which any new technology adoption occurs.</li><li>To understand the key differences/tradeoffs between a product buy and a service buy and between market penetration and market development.</li><li>To address whether there is a contradiction between value focus and price focus and to determine whether the skill sets required for creating value are the same as those required for sustaining value.</li><li>To develop a finer understanding of the nuances of emerging markets and to get a feel for why there could be higher adoption possibilities for substitution offerings (such as cloud computing) in emerging markets compared to developed markets.</li></ul>