by Erika Bitzer

I attended an IBC conference panel session today about cloud computing for the M&E industry. The panel had several speakers representing EDS, Siemens, Ioko and more. What was interesting is how this topic is really the intersection of the hosting and media entertainment segments. It's not just about how the cloud or Web services can help the end consumer, but how using cloud-based technologies can help management on the back end as well.  The themes that emerged from the different execs on the panel were:

• Cloud computing isn't a technology, it's a new business model:  It's not about moving to a sole SaaS (software as a service) model, but instead it's deciding what would be more beneficial for your business and customers as a service versus software (this aligns with Microsoft's point of view that it's about Software + Services, not doing everything in the cloud).
• The biggest barriers to M&E companies considering cloud computing are focused on the aspect of hosting  - concerns about security of content and IP when it's not hosted or stored on their own servers and systems; legal complications around content being stored on servers outside the country; finding a hosting or services partner you trust and willing to let them take care of your business assets so you can deliver the service level you need;  and will generic cloud offerings like Azure or Amazon really apply to the specific needs of the M&E industry?
• Cloud computing is beneficial for the M&E industry - delivering real value through fast deployment times, cost savings in using only the bandwidth you need, and improved collaboration internally using Web services makes projects easier, saves time and saves human resources.

There were a few interesting examples that panelists provided...

Kevin Newport of EDS (an HP Company)

• Newport looks at cloud computing as either a way to do what you already do more cheaply, or as a way to open up new business models.
• Some current ways cloud computing is being used in the M&E industry: On-demand printing and on-demand publishing.
• Newport believes there are opportunities to use cloud computing for content storage and distribution, i.e. disaster recovery, virtual production, and "DVR in the sky" where content is stored at the head-end instead of in consumers' homes.

Richard Kydd, Siemens

• Kydd said they researched the biggest issues for the M&E industry in adopting cloud computing and learned companies were worried about assets leaking (security concerns), and worries that generic cloud offerings wouldn't be flexible enough for their industry specific needs.
• One of the biggest opportunities Kydd sees with cloud computing is bridging the limitations of geography. He used the scenario of the common practice of sending tapes to people for review, editing, etc. with content - the ability to share over the Web saves time, cost and overall logistical efforts.
• Siemens did a proof of concept for a specific media scenario using cloud computing based on Microsoft Azure and Kydd said it works.

Simon Gallagher/Ioko

• Gallagher warns companies to be careful about data sovereignty and legal concerns around where data is stored and who can store it.
• He recommends considering a private cloud option that he says takes the best principals of public cloud and apply it to an internal mass model enabled through virtualization technology like Microsoft Hyper-V, VMWare or  Zen. He says this model is a possible middle ground that lets you share resources and cost without some of the risks of a public cloud.

What do you think about the concerns and opportunities? Would you or are you already using cloud computing in the M&E industry?