Cloud Computing Applications in Thailand: An Overview With the

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Consulting Practice

Cloud Computing Applications in Thailand: An Overview

With the adoption of cloud computing and on-demand application

delivery models, Thai companies can now enjoy the benefits offered by

global cloud service providers

A New Delivery Model

A cloud-based application delivery, also known

as Software‐as‐a‐Service (SaaS), is a model in

which an application is hosted by a vendor and

provided to customers across the Internet. No

application downloading or installation is

required. Users simply access the system

through a web browser, paying only a periodic

usage fee.

Recently, Gartner Inc. predicted that by 2011,

25 percent of new business software will be

delivered by SaaS. Moreover, the research firm

put cloud computing as the number one

technology for 2010 (see below).

The SaaS model of software delivery has

several advantages. These benefits include:

 Lower upfront and ongoing costs

 Faster implementation and

time‐to‐value

 Reduced IT involvement; no integration

and maintenance of disparate products

An offering of this sort creates an entirely new

playing field by reducing prices, introducing a

new pricing model, and creating an entirely

new market.

Three Layers of Cloud Services

There are three major categories of cloud

computing services: software, platform, and

infrastructure.

At the highest level, we have Software-as-a-

Service (SaaS). SaaS includes a range of on-

demand applications that are licensed as

services to be used by customers through the

Internet. Common examples of such services

are Customer Relationship Management

offered by Salesforce.com, Business

Intelligence offered by SAS, Human Resources

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offered by Oracle, and Productivity and

Collaboration Suite offered by Google.

Next, we have Platform-as-a-Service (PaaS).

PaaS is a cost-effective method for application

development and deployment. The PaaS model

provides all the necessary facilities to support

the development and delivery of Web

applications and services on the Internet.

Examples of such services are Google App

Engine and Microsoft Windows Azure.

Last, at the lowest level, we have

Infrastructure-as-a-Service (IaaS). IaaS enables

the delivery of computer infrastructures as a

service via the Internet. Instead of purchasing

physical servers, software, data center

storages, or network equipments, customers

buy these resources as fully outsourced

services. The most famous example of IaaS is

Amazon Web Services, which allows companies

to create their own Virtual Private Cloud.

Applications by Industry

Over the past several years, companies of all

sizes in Thailand have embraced and enjoyed

the benefits offered by the cloud computing

model. The following are brief examples of

how companies have applied cloud computing

services to their industries.

Crude Petroleum & Natural Gas

Due to its project-based nature, the client

realizes great benefits from using Google Apps.

Google Docs is used for internal work

collaboration and sharing, while Google Sites

serves as an information portal for each

project. Moreover, the company uses Google

Maps to keep track of its resources (such as

temperature, location, flow level, etc.), which

are scattered all over the country.

Sugar & Confectionery Products

Similar to the previous case, a large commodity

producer is also able to enjoy the benefits

offered by Google Apps suite. However, the

initial key drivers for its shift are cost and

security. In terms of cost, the company is trying

to find an alternative to its existing Office Suite

vendor, which is demanding expensive licensing

fees for a new release. In terms of security, due

to the recent turmoil in Bangkok, in which

downtown offices were set on fire, the

company wishes to have better security for its

IT resources. Cloud computing mitigates this

risk by storing data across continents with

multiple backup sites for disaster recovery.

Should a similar unfortunate event occur again,

the company’s employees would be able to

work collaboratively from their homes,

accessing shared data stored safely in the

cloud.

Specialized Consulting

A boutique, international consultancy firm with

operations in Thailand adopts cloud services for

two main reasons: portability and scalability. As

typical of any consultancy, its members are

always on the move. With cloud solutions,

members can access and update information

from any location using any device, including

smart phones. The data displayed are real-time,

ensuring that members working on the same

project from different countries are always

getting the most up-to-date information. As for

scalability, cloud computing is able to

accommodate the client’s constant global

expansion of its businesses.

Financial Services

Financial institutions, small and large, can

benefit from cloud services. One client is

currently using Salesforce.com CRM in its

telesales department. Besides gaining better

customer visibility, sales representatives take

advantage of Salesforce.com Sales Script

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feature to effectively offer products. The

automated script displays messages, tips,

reminders, and answers according to the

customer’s response. Furthermore, the CRM

system offers complete automation of work

flow approval, eliminating human errors arising

from manual processes and allowing a

paperless operation.

Another institution has recently deployed the

cloud CRM system to branches nationwide.

Cloud computing makes possible real-time

dashboards which provide valuable business

intelligence for managers to monitor and

improve their branch performance.

Raw Material Processing

The Thai office of a foreign multinational firm

has recently developed applications on the

Force.com platform (PaaS) for internal use. It is

a KPI tracking system that displays various

metrics, pertaining to the success of yearly

targets. The company plans to roll out the

applications globally via the cloud.

Beverages

To support its global sales operation, the

number one Thai beverage firm is amongst the

pioneer users of CRM cloud services in

Thailand. The cloud-based CRM supports their

global sales operations, from sales activity

management to competitor tracking, and

facilitates easy collaboration among its offices

worldwide.

Electronic & Other Electrical Equipment

With a large network of sales representatives

scattered all over Thailand, the multinational

company uses Salesforce.com CRM with

extensional capabilities to manage its sales

workforce effectively. By integrating Google

Maps with the CRM system, the company can

track its sales staffs’ real-time movements and

activities via information sent by their mobile

phones. Furthermore, through the mobile

application, salespersons can easily update the

status of deals from anywhere at any time,

giving much better visibility to management

and the rest of the team.

Summary

The cases mentioned here are just some

demonstrations of current applications of cloud

computing in Thailand. The concept is nothing

new and companies in Thailand are now

enjoying the benefits offered by global cloud

service providers. Cloud computing has been

making headlines in both local and global

newspapers for the past several years. Those

who are quick to embrace it will likely gain a

cutting edge advantage over their competitors.

Appendix

About CRM & Cloud Consulting (CRM-C)

At CRM-C, our mission is to assist your business in

successfully migrating to the Cloud. Our experience

has taught us that a successful migration to the

cloud requires more than just IT solutions. A deep

understanding of other issues, such as people and

process, must be aligned with the system in order

to realize the full potential of the Cloud. Therefore,

our team comprises of experts from diverse fields

with insights into local businesses.

We offer on-demand, automated, and integrated

solutions to manage your business and your

customer’s growing needs. Our expertise currently

lies in Customer Relationship Management (CRM)

and Office Collaboration Suite tools. However, as

advocates of cloud computing, we are continuously

expanding our offerings to meet our clients’ needs.

CRM & Cloud Consulting Co., Ltd.

All Seasons Place, 87/2 CRC Tower,

36th Floor, Wireless Road, Phatumwan,

Bangkok 10330, Thailand

Phone: (66) 2 625 3133