Blog Series: How to Leverage a Carrier Neutral Hotel to Grow your Business
Roger Willey, VP of Sales and Marketing for Nebraska Data Centers recently shared his perspective on the best strategies to leverage a carrier neutral hotel at the Fall INCOMPAS show. This blog series is an extension of that presentation.
Session 2: Industry Trends that will Impact Your Business
When I spoke at Incompas, I started the presentation with general industry trends. Data Center Trends! This may seem like an odd way to present to a group of carrier representatives, but I thought it was important to give our perspective of the enterprise market. Their ultimate customer. Of course I focused more on the trends that tend to impact connectivity and I want to expand on that a bit in this release.
My first suggestion is that the enterprise market is aggregating at data centers…..in one form or another. Whether it is through a desire to rid themselves of the “distraction” of financing, maintaining and supporting data center infrastructure, or an effort to leverage “cloud” or virtual environments to save costs. There is, suddenly, an openness to off campus data center infrastructure that I had not seen in the past. We no longer have to argue the business case justification for colocation or wholesale data center space….they get it.
To further illustrate this argument that the market is consolidating, I will provide a bit of insight as to how it has impacted Nebraska Data Centers.
I was once told, that if our company didn’t expand to offer “cloud” services we would become irrelevant to the market within a few years. I wrestled with this thought at the time because the person who said it was a respected industry contact.
But, as a market strategist, I kept coming back to the fact that the “cloud” resides within data center infrastructure and the servers need to sit somewhere. In my opinion, the only impact the “cloud” had on our business plan was that it would change the names on the invoices. The businesses with the most to gain from cloud applications were smaller companies that we didn’t have the bandwidth to sell to anyway. We decided to embrace the “cloud” and encourage companies that provide these services to host them within our carrier neutral hotel…..without the threat of direct competition. The truth is, the “cloud” just simplified our marketing efforts and narrowed our focus.
I think this is true for the carrier industry as well. I think this market aggregation has benefits for the carrier industry. The “cloud” has resulted in enterprise businesses having justification for hosting applications offsite. Yet, this creates the need to access those applications remotely, and in an efficient and secure manner….that’s where you come in.
I am curious to know how often you have deep dives with your customers on their “cloud” or virtual strategies. Because I know it comes up during out discussions and it seems, from our perspective, that this offers great opportunity.
Another trend that has impacted our business is the expectations of the network performance. Hosted applications, “Edge Network” architecture, virtual infrastructure, however you define the “cloud” has certainly changed the criteria and expectations of the enterprise business market. Just about every network white board session we lead, centers around end-user experience. With core applications being hosted in remote areas, network performance is at the core of the design and a critical discussion point.
This trend puts more emphasis on the network, carrier selection and ultimately the availability of redundant routes. It is interesting, that we probably spend more time discussing network architecture and connectivity options than we do our data center features. This is probably skewed because we are a carrier neutral hotel, but the good news is that this trend offers opportunity for all of our carrier partners.
There are more trends, but these are clear game changers for our collective industries. Where they connect from, how they get there, and the end-user experience have been escalated in the minds of our customers and increases demand and reliance on the services we provide.
Next Release: One Final Trend – The Nationality of the Enterprise Market