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Cloud Storage Strategy Underwritten by Mezeo Software
www.mezeo.com
CloudStorageStrategy.com
presents
CLOUD STORAGE:
A BUSINESS MODEL for
ENTERPRISES
Should you build your own PRIVATE CLOUD?
Includes access to a customizable spreadsheet to test revenue assumptions
by Deepak Kanwar
VP of Cloud Readiness Services, Mezeo Software
underwritten by

www.mezeo.com

©2010 CloudStorageStrategy.com and Mezeo Software. All rights reserved.

www.mezeo.com
“Enterprises: Should you build your
own PRIVATE CLOUD?”
With the ever‐present discussions about cloud storage, it is very likely
that you, as the IT leader of an enterprise, have wondered about its
viability and applicability to your business. It may been triggered by a
hallway conversation with your CEO or your CFO who wants to know
why Amazon can offer storage at $0.15 per GB/month and your internal
costs are much higher. It could have been an intriguing article you read
on your last flight, or perhaps the topic was discussed at the last analyst
conference you attended. Is it right for you? The resounding response
of course is, “it depends!”
Cloud Storage, as we define it, is storage that is accessed over a
network via web services APIs (typically REST based). The
characteristics of cloud storage make it an appealing service for your
environment for several reasons. It supports rapid scalability. It
provides the economic benefits of a public cloud without exposing you
to the risk of storing your data outside of your premises or on a multi‐
tenant cloud storage service. It enables new capabilities. It helps check
the unabated growth of your storage infrastructure. For many
enterprises, the business cases can be very compelling.

BUSINESS DRIVERS FOR CLOUD STORAGE

1. Enterprises recognize that using a public cloud can lower
DOWNLOAD
their storage costs, but they are concerned about the
Enterprise Cloud
security and privacy of the data stored outside of their
Storage Business
firewall.
Model >>

cloudstoragestrategy. 2. Enterprises are looking for ways to control storage costs in
com/enterprise an environment where storage growth is unabated.


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3. Enterprises seek ways to address issues surrounding large
file transmissions – email suffers because of size limitation
and specialized software can get expensive especially in
larger organizations.

4. Enterprises are looking for ways to eliminate security
vulnerabilities associated with data being stored on USB
drives such as flash drives, etc.

5. Finally, enterprises are always looking for ways to improve
the productivity of their employees.

It is still very early in the game, but Amazon (the pioneer of the public
cloud marketplace) has created a buzz. Amazon’s on demand storage
can be obtained at $0.15 per GB/month. Forget your infrastructure,
forget your storage capacity planning and forget your backup concerns.
Just hook up to Amazon, and you have storage for $0.15 per GB/month.
Given that the typical enterprise storage costs runs at $0.50 to $0.70
per GB/month, the promise of $0.15 creates a very challenging situation
for the IT decision maker. Undoubtedly, there are economic benefits to
the move to the cloud. However, there some concerns with the use of
public clouds in general:
1. Security
Public clouds work hard towards maintaining privacy and
confidentiality of data; however, with data maintained in a shared
infrastructure, the possibility of compromised data integrity and/or
confidentiality always exists.
2. Regulatory Compliance
The Patriot Act in the US allows the government to subpoena all
data stored within the US. This might not be acceptable to many
organizations.
European Privacy Acts require that data be stored within the country
of origin. Storing in the datacenter of out‐of‐country Service
Provider cloud might not meet these requirements.


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3. Service Levels
A typical service level agreement offered by Service Provider tends to
be 99.9%, while this might be acceptable for some organizations,
this might be a red flag for others.
4. Total Cost
Once you include the Service Provider add‐on for bandwidth use, the
equation for a public cloud might not appear as favorable anymore.
If these issues are not of much consequence to your organization, you
should absolutely evaluate the public cloud. However, for decision
makers that are uncomfortable with these issues, we recommend you
read on. This paper identifies some of the more compelling value
propositions that continue to drive enterprise interest in a private
cloud. Using the accompanying model you can evaluate seven
propositions (see FIGURE 1: Cloud Storage Business Model for
Enterprises) and identify the fit and relevance in your environment.
Based upon our experience, the question for many readers will change
from, “should I be leveraging a private cloud?” to “how quickly can I get
started?”

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Service Provider Cloud Storage Enterprise Model
http://www.cloudstoragestrategy.com/enterprise

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FIGURE 1: Cloud Storage Business Model for Enterprises
Cloud Storage Business Model for Enterprises

Note: Values in white cells can be over‐ridden by the user, yellow cells contain calculated values
Section 1. Assumptions
Discount Rate 10% Storage capacity managed/Storage Administrator (TB) 200
Number of users in your organization 5,000 Cost of In‐house Private cloud storage (GB/month) $0.20
Average Cost of fully loaded employee $60,000 Cost of In‐house traditional storage (GB/month) $0.50
Cost of fully loaded Storage Administrator $90,000
Section 2. Value Proposition: In House Backup

Total number of Servers in your organization 500
Total number of Desktops in your organization 5,000
Average Backup Data/Server (TB) 2.00
Average Backup Data/Desktop (TB) 0.05
Monthly Growth 2%
Using Service Provider Backup Leveraging In‐house cloud to enable backup
Cost of Server Client/Month $0.00 Cost of Server Client/Month $35.00
Cost of Desktop Client/Month $0.00 Cost of Desktop Client/Month $7.00
Cost of Storage Administrators $0 Cost of Storage Administrators $47,813
Bandwidth cost per GB/month $0.10 Bandwidth cost per GB/month $0.10
Storage cost per GB/month $0.50 Storage cost per GB/month $0.20
Cost for Month 1 $640,000 Cost for Month 1 $256,000
3 Year TCO $28,820,791 3 Year TCO $15,325,557
3 Year Savings $13,495,234
Section 3. Value Proposition: Thin provisioning = No loss in productivity

Submitting requests for additional storage (fixed quota) Using Private Cloud to Thin Provision users (no fixed quota)
Number of requests for additional storage (employee/month) 0.2 Number of requests for additional storage (employee/month) 0
Lead time to provision additional storage (days) 3 Lead time to provision additional storage (days) 0
Productivity lost during the waiting period 2% Productivity lost during the waiting period 0
Storage Admin time to provision additional storage (hrs) 0.25 Storage Admin time to provision additional storage (hrs) 0
Cost for Month 1 $29,148 Cost for Month 1 $0
3 Year TCO $903,324 3 Year TCO $0
3 Year Savings $903,324
Section 4. Value Proposition: Risk Management

Achieving anytime anywhere access using portable devices Using Secure Private Cloud to achieve anytime anywhere access
Number of removable devices in use in the organization 1,000 Number of removable devices in use in the organization 200
Cost of lost device Cost of lost device
Value of data on each device $2,000 Value of data on each device $2,000
Impact to organizational reputation from data leak $10,000 Impact to organizational reputation from data leak $10,000
Possible penalties because of a data leak $10,000 Possible penalties because of a data leak $10,000
Real cost of a lost device $22,000 Real cost of a lost device $22,000
Total current risk exposure for your organization $22,000,000 Total current risk exposure for your organization $4,400,000
Annual security expense as a % of your risk exposure 5% Annual security expense as a % of your risk exposure 5%
Cost of Mezeo Clients to enable ubiquitous access $2
3 Year TCO $2,840,863 3 Year TCO $878,085
Section 5. Value Proposition: Productivity Gains

Increase in productivity from using a single tool 1.00%
Value of increased productivity/ month $250,000
Section 6. Value Proposition: Large File Transmission
Using specialized software to enable Large File Transmission Using Mezeo clients to enable Large File Transmission
Cost of specialized software per user/per month $10 Cost of Mezeo clients $2
3 Year TCO $1,549,562 3 Year TCO $309,912

3 Year savings $1,239,649

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TUTORIAL: HOW TO USE THE CLOUD STORAGE BUSINESS MODEL
The model itself is divided into nine sections. The first section is the
assumptions, and the next eight represent the seven different value
propositions covered in this model. The final section shows a graphical
representation of the data covered in the model. This model covers the
following propositions:
• In‐house Backup
• Thin Provisioning
• Risk Management
• Productivity Gains
• Large File Transmissions
• Workstation Storage Upgrades
• Email vs. Sharing
Not all value propositions will be relevant to each organization; as such
this model is written to allow you to evaluate each proposition
independently.
Please Note: The prices that are used in this model are list prices,
depending upon your relationship with the specific vendor, the prices
might be lower.
Below are the instructions for each proposition. The white cells within
the model need your input while the yellow cells are calculated values.
Section 1: Assumptions

• Discount Rate
Enter the rate by which you would like to discount your future cash
flows. For example, using a 10% discount rate would indicate that your
organization views $100 earned a year from now would be the same as
$90 today.

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• Number of users in your organization
Enter the number of users in your organization. Please include
contractors and part‐time workers in this count.

• Average Cost of a fully loaded employee
Enter the average total compensation for your employee. Please include
the cost of benefits such has vacation, health insurance, retirement
contributions, etc., in this calculation.

• Cost of a fully loaded Storage Administrator
Enter the total compensation of your storage administrators. Please
include the cost of benefits such as vacation, health insurance,
retirement contributions, etc.

• Storage capacity managed per Storage Administrator
Enter the average total capacity managed by one storage administrator
(150 TB to 200 TB is the norm).

• Cost of In‐house private cloud storage (GB/month)
The number of $0.20 reflected in the model is an average based upon
multiple business analysis, and includes the cost of the storage
infrastructure, Mezeo platform, rack space, etc. This is based upon a 36
month amortization of the hardware. Depending upon your specific
cost structure this number may change.

• Cost of traditional in‐house storage
The number of $0.50 reflected in the model is an average based upon
multiple business analysis. This is based upon a 36 month amortization
of the hardware.
Section 2: Value Proposition: In‐House Backup
Section 2. Value Proposition: In House Backup

Total number of Servers in your organization 500
Total number of Desktops in your organization 5,000
Average Backup Data/Server (TB) 2.00
Average Backup Data/Desktop (TB) 0.05
Monthly Growth 2%
Using Service Provider Backup Leveraging In‐house cloud to enable backup
Cost of Server Client/Month $0.00 Cost of Server Client/Month $35.00
Cost of Desktop Client/Month $0.00 Cost of Desktop Client/Month $7.00
Cost of Storage Administrators $0 Cost of Storage Administrators $47,813
Bandwidth cost per GB/month $0.10 Bandwidth cost per GB/month $0.10
Storage cost per GB/month $0.50 Storage cost per GB/month $0.20
3 Year TCO $28,820,791
©2010 CloudStorageStrategy.com and Mezeo Software. All rights reserved. 3 Year TCO $15,325,557

www.mezeo.com
Brief description: It is quite common for Backup, a huge consumer of
storage, to be handed to a service provider. However, a classic Tier 3
storage consumer backup is a perfect fit for an in‐house private storage
cloud. Depending upon your environment, a private cloud can provide
you with a very compelling business case and the security and assurance
that the data are stored inside your firewall.

• Total number of Servers in your organization
Enter the total number of servers in your organization whose data are
being backed up currently (or need to be backed up).

• Total number of Desktops in your organization
Enter the number of desktops in your organizations whose data are
being backed up (or need to be backed up). Please make sure to include
the desktops assigned to part‐time workers and contractors if their data
also need to be backed up.

• Average backup data per Server
Enter the average data that are backed up per server. As you make this
calculation, please remember backup data size might far exceed the
data currently existing on the server to accommodate versions and
additional copies for redundancy.

• Monthly Growth
Enter the monthly growth of your backup data.

• Cost of Server Client/month
Enter the cost per month of the server client that your service provider
might have offered you. This client typically sits on the server and
manages the data flow, encryption, de‐dupe, etc.

• Cost of Desktop Client/month
Enter the cost per month of the desktop client that your service provider
might have offered you. This client typically sits on the desktops and
manages the data flow, encryption, de‐dupe, etc.

• Cost of Storage Administrator (Calculated Value)

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When using a service provider, the storage administration will be
handled by the provider, thus the default value of $0. However, when
using an in‐house cloud your storage administrators will be responsible
for management of the storage. This value is automatically calculated
for you.

• Bandwidth cost per GB/month
Enter the cost of bandwidth per GB/Month. (Bandwidth is typically sold
as sustained Megabit per month; an approximate conversion is 316 GB
per month for 1 Megabit of bandwidth).

• Cost for Month 1 (Calculated Value)
This is the cost of ownership for Month 1.

• 3 Year TCO (Calculated Value)
This is the net present value (using the discount rate from the
assumptions section) of the cost of ownership for the 3 year period.

• 3 Year Savings (Calculated Value)
assumptions section) of the savings realized from the value proposition.

Section 3: Value Proposition: Thin Provisioning

Section 3. Value Proposition: Thin provisioning
Submitting requests for additional storage (fixed quota) Using Private Cloud to Thin Provision users (no fixed quota)
Number of requests for additional storage (employee/month) 0.2 Number of requests for additional storage (employee/month) 0
Lead time to provision additional storage (days) 3 Lead time to provision additional storage (days) 0
Productivity lost during the waiting period 2% Productivity lost during the waiting period 0
Storage Admin time to provision additional storage (hrs) 0.25 Storage Admin time to provision additional storage (hrs) 0
Cost for Month 1 $29,148 Cost for Month 1 $0
3 Year TCO $903,324 3 Year TCO $0

Brief description: Storage is typically allocated to employees on a fixed
quota basis. When they reach their quota, the employees submit tickets
requesting additional storage. Since at this point they would have
almost used up all of their allocated storage, any delay in the
provisioning will invariably impact their productivity. Depending upon
storage administrator’s priorities and backlog, provisioning additional
storage can typically take three to five days.. By using thin provisioning

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(soft quota) enabled by a private cloud, the situation where employees
run out of space can be completely eliminated.

• Number of requests for additional storage
Enter the total number of requests that an employee submits per month
for additional storage. With thin provisioning, there is just a soft quota
and hence no need to request additional storage.

• Lead time to provision additional storage (days)
Enter the number of days it takes for the provisioning to be
accomplished. There is usually a delay because of help desk/storage
administrator backlog.

• Productivity lost during the waiting time
Despite their best intentions, employees may not request additional
storage until they completely run out of storage and actually get an
error message. Enter the impact to productivity as they wait to get
provisioned on additional storage.

• Storage Administrator time to provision additional storage
Enter the monthly growth of your backup data.

• Cost for Month 1 (Calculated Value)
This is the cost of ownership for Month 1.



Section 4: Value Proposition: Risk Management

Section 4. Value Proposition: Risk Management
Achieving anytime anywhere access using portable devices Using Secure Private Cloud to achieve anytime anywhere access
Number of removable devices in use in the organization 1,000 Number of removable devices in use in the organization 200
Cost of lost device Cost of lost device
Value of data on each device $2,000 Value of data on each device $2,000
Impact to organizational reputation from data leak $10,000 Impact to organizational reputation from data leak $10,000
Possible penalties because of a data leak $10,000 Possible penalties because of a data leak $10,000
Real cost of a lost device $22,000 Real cost of a lost device $22,000
Total current risk exposure for your organization $22,000,000 Total current risk exposure for your organization $4,400,000
Annual security expense as a % of your risk exposure 5% Annual security expense as a % of your risk exposure
©2010 CloudStorageStrategy.com and Mezeo Software. All rights reserved. 5%
Cost of Mezeo Clients to enable ubiquitous access $2
3 Year TCO $2,840,863 3 Year TCO $878,085
www.mezeo.com

Brief description: Employees need access to their data. In absence of an
adequate tool, they resort to inexpensive solutions such as USB based
drives. While these devices are convenient and quite inexpensive, they
can expose an organization to massive risk. Providing employees a tool
that enables them to access their data anytime and from any internet
connected device minimizes (if not completely eliminates) the need for
the USB devices. Typically, companies allocate a percentage of their risk
exposure to mitigate the risk; thus reducing the risk exposure instantly
reduces the total spend allocation on the mitigation.

• Number of removable devices in use in the organization
Enter the total number of USB devices such as flash drives, passports
and SD cards that are currently in use within the organization.

• Value of data on each device
Enter the value of data on each device. While this is a judgment call,
think in terms of the impact of a price list making its way to your
competitor on to the web, or a leaked design document for an upcoming
product. Depending upon the nature of the data, the financial impact
can vary dramatically.

• Impact to organizational reputation from data leak
Enter the cost of impact to organizational reputation from a data leak.

• Possible penalties because of a data leak
Enter the possible financial penalty as a result of a data leak. Because of
privacy and other regulations, there could be stiff penalties associated
with a data leak. In addition to punitive damage, there could also be a
possibility of prison terms.

• Real cost of a lost device (Calculated Value)
This is a calculated value and indicates the true cost of a lost device.

• Total current risk exposure for your organization (Calculated Value)
This is a calculated value and indicates total risk exposure of your
organization stemming from these removable devices.

• Annual security expense as a % of your risk exposure

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Enter the percentage (in terms of your risk exposure) that your
organization allocates for mitigation of risk.

• Cost for Month 1
This is the cost of risk management for Month 1.



Section 5: Value Proposition: Productivity Gains

Section 5. Value Proposition: Productivity Gains
Increase in productivity from using a single tool 1.00%
Value of increased productivity/ month $250,000

Brief description: Productivity gains can be realized by providing
employees with a single easy to use tool that can be used for storage,
large file transmission, file sharing, etc.

•Increase in productivity from using a single tool
Enter an expected increase in productivity from use of a single tool.

This is the total cost of ownership for Month 1.



Section 6: Value Proposition: Large File Transmission

Section 6. Value Proposition: Large File Transmission
Using specialized software to enable Large File Transmission Using Mezeo clients to enable Large File Transmission
Cost of specialized software per user/per month $10 Cost of Mezeo clients $2
3 Year TCO $1,549,562 3 Year TCO $309,912
3 Year savings $1,239,649
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Brief description: Transmission of large files continues to be a challenge
for most organizations. Email attachment size is usually limited to 10 to
20 MB, and most other options introduce an element of risk (see
removable devices above). Many organizations end up getting a
subscription to specialized software to address this issue.

• Cost of specialized software per user/per month
Enter the monthly subscription fee for that specialized software that
helps in the transmission of large files.




Section 7: Value Proposition: Workstation storage upgrades

Section 7. Value Proposition: Workstation storage upgrades
Upgrading workstations to meet growing storage needs Using the In‐house cloud to meet growing storage needs
Number of workstations in house 500 Number of workstations in house 500
% receiving storage upgrades per month 3.0% % receiving storage upgrades per month 0%
Average increase in storage capacity (TB) 1.5 Addl capacity in the cloud for the increased need (TB) 22.5
Average cost per upgrade $400
3 Year TCO $185,947 3 Year TCO $107,106

Brief description: As employees continue to use their desktop storage,
they need additional storage. Even though the cost of hardware has
come down, there is still a cost to upgrade. When a private cloud is
being used to supplement the storage pool, the need for upgrades is
completely eliminated.


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• Number of workstations in‐house
Enter the total number of workstations in‐house.

• Percentage receiving storage upgrades per month
Enter the Percentage (in terms of the total number) of workstations that
receive a storage upgrade each month. When using the in‐house cloud,
additional storage needs will be met by the cloud, thus no upgrades will
be needed.

• Additional capacity in the cloud to meet the increased need
(Calculated Value)
Since the upgrades are not being performed on the local machine, there
will be a need to increase the capacity of the private cloud to
accommodate the increased storage.

• Average cost per upgrade
Enter the average cost per upgrade. Please include the cost of the
hardware, software and people (the IT technician who performs the
upgrade). Again, when using the in‐house cloud to meet the additional
storage needs, there will be no upgrade costs.




Section 8: Value Proposition: Email vs. Sharing
Section 8. Value Proposition: Email vs. sharing
Storage used by 1MB email attachment sent to 4 people (MB) 51.5 Storage used by 1MB file shared with 4 people (MB) 16
Average attachment size per email (MB) 3 Average size of a shared file 3
Number of attachments sent per day per employee 5 Number of files shared per day per employee 5
% of attachments sent within the organization 60% % of shares inside the organization 60%
Storage used by these attachments (GB) 45,264 Storage used by these shares (GB) 14,063
Cost of storage GB/month $0.50 Cost of storage (GB/month) 0.200
3 Year TCO $701,389 3 Year TCO $87,163


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Brief description: An IDC paper, “The Diverse and Exploding Digital
Universe,” highlights how a single email with 1MB attachment when
sent to four people consumes a total of 51MB of storage. (Source: “The
Diverse and Exploding Digital Universe, An Updated Forecast of
Worldwide Information Growth Through 2011,” March 2008, by
International Data Corporation.) In other words, email suffers from
attachment size limitations and is also an inefficient way of data
sharing.
• Storage used by 1MB email attachment sent to Four people/ Storage
used by 1M file shared with Four people (Calculated Values)
These are calculated values and come from the IDC paper referenced in
the Brief description.

• Average attachment size per email (MB)/Average size of a shared file
(MB)
Enter the average size of an attachment that accompanies an email.
Keep in mind that not all emails have attachments. This value will also
be used to populate the “Average size of a shared file” cell.

• Number of attachments sent per day per employee/Number of files
shared per day per employee
Enter the number of attachments sent per day per employee. This value
will also be used to populate the “Number of files shared per day per
employee” cell.

• Percentage of attachments sent within the organization/Percentage of
shares inside the organization
Enter the percentage of the total attachments sent within the
organization. This value will also be used to populate “% of shares inside
the organization” cell.

• Storage used by these attachments/ Storage used by these shares
(Calculated Value)
These are calculated values and indicate total amount of storage that is
being used by the attachments/shares. These numbers are based upon
the IDC paper referenced earlier.

• Cost of storage GB/month (Calculated Value)

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These numbers come from the assumption section.





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Section 9: Graphs
Lower Backup costs by hosting data in house Minimize productivity loss because of provisioning

delays
$30,000,000
$1,000,000
$25,000,000
$800,000
$20,000,000
$600,000
$15,000,000
$400,000
$10,000,000
$5,000,000 $200,000
$0 $0
Service Provider Backup TCO In House Backup TCO 3 Year Savings Manual storage provisioning Thin Provisioning 3 Year Savings
Reduce Risk Management Costs Enhance Productivity by Standardizing Tools
$3,000,000
$2,500,000 $8,000,000
$2,000,000
$6,000,000
$1,500,000
$1,000,000 $4,000,000
$500,000
$2,000,000
$0
Anytime access via Portable Devices Access through In‐house Cloud $0
3 Year Savings 3 Year Savings
Lower the costs for Large File Transmission Eliminate costs related to Workstation Upgrades
$2,000,000 $250,000
$200,000
$1,500,000
$150,000
$1,000,000 $100,000
$50,000
$500,000
$0
$0 Addl Storage via Workstation Upgrade Addl Storage via In‐House Cloud
Using Specialized Software Using Mezeo Clients 3 Year savings 3 Year Savings
Control Storage growth by Sharing rather than
Emailing
$800,000
$600,000
$400,000
$200,000
$0
Cost of Email related Storage Cost of "Sharing" related storage 3 Year Savings

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conditions set forth in this notice. If you do not agree to abide by these
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www.CloudStorageStrategy.com and Mezeo Software grant you a non‐
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This authorization is not a transfer of title in the Materials and copies of
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Cloud Storage Strategy Underwritten by Mezeo Software

Cloud Storage Business Model for Enterprises

Section 2. Value Proposition: In House Backup

Section 3. Value Proposition: Thin provisioning = No loss in productivity

Section 4. Value Proposition: Risk Management

Section 5. Value Proposition: Productivity Gains

Section 6. Value Proposition: Large File Transmission

Section 2. Value Proposition: In House Backup

Lower Backup costs by hosting data in house Minimize productivity loss because of provisioning

Reduce Risk Management Costs Enhance Productivity by Standardizing Tools

Lower the costs for Large File Transmission Eliminate costs related to Workstation Upgrades

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