Case Study

The Cloud’s Silver Lining: How HP Enterprise Saw the Business Value of “Cloudy with Low Visibility”

Cloud Cruiser

Casting a Bright Light on a Cloudy Problem

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BACKGROUND

With the rapid growth of the cloud and services such as  Amazon Web Services (AWS), Microsoft Azure, and many other cloud services platforms, enterprises large and small have found convenience and ease through potential scalability in computing power, storage, content delivery and other functionality to support growth.

However, along with the promises of the cloud came complete-and-utter shock when the bill for the “convenience” came, often in the amount of hundreds of thousands of dollars. Pain? For sure. Employees, executives, and IT loved the cloud so much that it was breaking the bank.

Compounding this problem was a fierce storm brewing amongst the key members of the analyst community. Gartner restructured to address new technologies (cloud, IoT, artificial intelligence) and virtualization specialists were also considered financial platform aficionados as well.

Challenge

Nascent technology and its quick adoption by the enterprise, combined with analyst confusion, led to even more confusion about the need for the technology that measured something that the enterprise, media, and analysts were barely understanding themselves. Within months, hybrid cloud (or multi-cloud) was the new normal.  Business demands required immediate access to services for greater agility, finance professionals loved cloud’s TCO, and IT trusted more workloads to move to cloud. However, getting complete visibility and cost management across services, providers and costs meant that IT, finance and business teams needed to understand exactly what services were being consumed, and by whom.

Strategy

Although Cloud Cruiser had foggy brand visibility and suffered from a drought of dry media results, Lumina saw a major market opportunity tied to cloud financial management. Through our close relationships with the business, technology and cloud-focused media, and providing journalists with a succinct articulation of the problem at hand, we narrated the business need for Cloud Cruiser’s solution. Combined with the product’s innate market differentiating factors, reporters came to their own conclusions which led to the deduction that Cloud Cruiser’s technology was superior to anything else in the market today. It all created lightning—major spikes in media coverage tied to articles, industry-focused surveys and reports, greater brand recognition, and the creation of sustained value over time. In simple terms, we made it rain. Cloud Cruiser was ultimately acquired by HPE.

Lumina took the company’s existing messaging, worked closely with their marketing and executive teams and showcased Cloud Cruiser’s amazing time-to-value, ability to monitor hybrid/multi-cloud usage, and its ability to transform generic excel spreadsheets into real business meaning.

Results

By positioning Cloud Cruiser as the pre-eminent forecaster of a potential overspend flood, Lumina garnered spectacular media coverage and analyst exposure across the board for a company of its size and public relations budget. On the marketing and sales front, the media recognition created tangible results. Less than a year after Lumina was retained for PR and communications services, Cloud Cruiser was offered a rainbow of a deal with HPE.

HIGHLIGHTS

09/06/16
10 Ways to Use Cloud Analytics to Manage Cloud Usage and Spend
ITProPortal-Logo
http://www.itproportal.com/features/10-ways-to-use-cloud-analytics-to-manage-cloud-usage-and-spend/

07/29/16
Configuration Management at Scale
dzone-logo
https://dzone.com/articles/configuration-management-at-scale

7/7/2016
4 Tips for Buying Cloud Management Software
networkworld-logo 
http://www.networkworld.com/article/3092897/cloud-computing/4-tips-for-buying-cloud-management-software.html

06/28/16
Cost or Agility: What Is Cloud’s True Purpose?
cloud-tech-logo
http://www.cloudcomputing-news.net/news/2016/jun/28/cost-or-agility-what-clouds-true-purpose/

06/17/16
Cloud Control: How Fast Is the Migration to the Public Cloud?
CRN-Logo
http://www.crn.com/slide-shows/cloud/300081070/cloud-control-how-fast-is-the-migration-to-the-public-cloud.htm?itc=hp_slideshow

06/15/16
Cloud Cost Reporting: More Than Just Small Change
451-research-logo
https://451research.com/report-short?entityId=89330

06/03/16
Public Clouds Bring Security, Management Challenges to Businesses
eweek-logo
http://www.eweek.com/small-business/public-clouds-bring-security-management-challenges-to-businesses.html

06/01/16
Public Cloud Usage Skyrockets But Financing Could Be Better, Argues Research
cloud-tech-logo
http://www.cloudcomputing-news.net/news/2016/jun/01/public-cloud-usage-skyrockets-financing-could-be-better-argues-research/

05/27/16
Survey: Unchecked Cloud Consumption Strains IT-Finance Relationship
channel_partners_logo
http://www.channelpartnersonline.com/news/2016/05/survey-unchecked-cloud-consumption-strains-it-fin.aspx

05/27/16
Control of Usage and Costs is Biggest Challenge to Public Cloud
betanews-logo
http://betanews.com/2016/05/27/control-of-cloud-usage/

05/02/16
Trim Cloud Fat to Reduce Your ‘Waste Line’
Enterprise-Tech-LOGO
http://www.enterprisetech.com/2016/05/02/trim-cloud-fat-reduce-waste-line/

04/27/16
The Cloud Bloat: Counting Calories To Prevent Unnecessary Waste
cloud-tech-logo
http://www.cloudcomputing-news.net/news/2016/apr/27/cloud-bloat-counting-calories-prevent-unnecessary-waste/

03/01/16
Microsoft Bolsters Cloud Security
ecommerce-times-logo
http://www.ecommercetimes.com/story/83171.html?rss=1

02/09/16
Cloud Cruiser’s Smart Meter for the Cloud Targets Midmarket
451-research-logo
https://451research.com/report-short?entityId=88022

02/02/16
Cloud Cruiser Debuts New Version of Multi-Cloud Monitoring Solution
talkin-cloud-logo
http://talkincloud.com/cloud-computing/cloud-cruiser-debuts-new-version-multi-cloud-monitoring-solution

02/01/16
Cloud Cruiser Makes Cloud Analytics Available as SaaS Application
ITbusiness-edge-logo
http://www.itbusinessedge.com/blogs/it-unmasked/cloud-cruiser-makes-cloud-analytics-available-as-saas-application.html

01/27/16
Five Tips for Trimming Your Cloud Expenses
TechTarget-Logo
http://searchcloudcomputing.techtarget.com/feature/Five-tips-for-trimming-your-cloud-expenses

01/26/16
Cloud Cruiser 16 Application Features SmartTag Technology
eweek-logo
http://www.eweek.com/small-business/cloud-cruiser-16-application-features-smarttag-technology.html

01/26/16
Cloud Cruiser Moves Up the Stack With First SaaS Product For Cloud Monitoring
CRN-Logo
http://www.crn.com/news/cloud/300079484/cloud-cruiser-moves-up-the-stack-with-first-saas-product-for-cloud-monitoring.htm

01/26/16
Cloud Cruiser Provides Cloud Consumption Analytics in Real Time
FierceDevOps-logo
http://www.fiercedevops.com/story/cloud-cruiser-provides-cloud-consumption-analytics-real-time/2016-01-26

01/26/16
Cloud Cruiser’s New SaaS App Delivers Cloud Analytics
channel_partners_logo
http://www.channelpartnersonline.com/news/2016/01/cloud-cruiser-s-new-saas-app-delivers-cloud-analytics.aspx

12/24/15
Public Cloud Usage Expands, Businesses Want Accounting Of Real Costs
business-solutions-magazine-logo
http://www.bsminfo.com/doc/public-cloud-usage-expands-businesses-want-accounting-of-real-costs-0001

12/11/15
Cloud Costs, Consumption Still Unclear to Businesses
eweek-logo
http://www.eweek.com/small-business/cloud-costs-consumption-still-unclear-to-businesses.html

12/08/15
Survey: Public Cloud Metrics Are Still Too…Cloudy
Forbes_logo
http://www.forbes.com/sites/joemckendrick/2015/12/08/survey-public-cloud-metrics-are-still-too-cloudy/

12/08/15
Cloud Cruiser Report Finds Many IT Organizations Still Can’t Track Public Cloud Usage, Costs
FierceDevOps-logo
http://www.fiercedevops.com/story/cloud-cruiser-report-finds-many-it-organizations-still-cant-track-public-cl/2015-12-08

12/08/15
Businesses are in the Dark on Cloud Costs and Usage
betanews-logo
http://betanews.com/2015/12/08/businesses-are-in-the-dark-on-cloud-costs-and-usage/

12/08/15
Businesses Aren’t Aware How Much Cloud Costs
cloudpro-logo
http://www.cloudpro.co.uk/cloud-essentials/public-cloud/5640/businesses-arent-aware-how-much-cloud-costs

12/08/15
AWS Partners Struggling To Share Public Cloud Cost, Consumption Info
channelnomics-news-logo
http://www.channelnomics.com/channelnomics-us/news/2438203/aws-partners-struggling-to-share-public-cloud-cost-consumption-info

12/07/15
Cloud Spending Doesn’t Need to be a Guessing Game
TechTarget-Logo
http://searchcloudcomputing.techtarget.com/tip/Cloud-spending-doesnt-need-to-be-a-guessing-game

11/17/15
15 Cool Cloud Companies and Their Even Cooler Products
CRN-Logo
http://www.crn.com/slide-shows/cloud/300078842/15-cool-cloud-companies-and-their-even-cooler-products.htm/pgno/0/10

11/11/15
Cloud Integration, Maintenance Cost More than Enterprises Expect: Report
Web Host Industry Review
http://www.thewhir.com/web-hosting-news/cloud-integration-maintenance-cost-more-than-enterprises-expect-report

10/08/15
Survey Highlights AWS Cloud Consumption Concerns
aws-insider
https://awsinsider.net/articles/2015/10/05/cloud-cruiser-survey.aspx

10/07/15
AWS Services Proving Hard to Bill for Partners
channelnomics-news-logo
http://www.channelnomics.com/channelnomics-us/news/2429315/aws-services-proving-hard-to-bill-for-partners

10/07/15
Spotlight: Survey Finds 30% of AWS Global Summit Attendees Also Use Another Public Cloud
FierceDevOps-logo
http://www.fiercedevops.com/story/spotlight-survey-finds-30-aws-global-summit-attendees-also-use-another-publ/2015-10-06

10/06/15
Who Should Pay for This Cloud Service? Uncertainty Abounds, Survey Says
Forbes_logo
http://www.forbes.com/sites/joemckendrick/2015/10/06/who-should-pay-for-this-cloud-service-uncertainty-abounds-survey-says/

10/06/15
Research Details Challenges of Tracking Cloud Consumption
cloud-tech-logo
http://www.cloudcomputing-news.net/news/2015/oct/06/research-details-challenges-tracking-cloud-consumption/

10/05/15
IT Pros Love Hybrid Cloud But Struggle To Track Consumption
betanews-logo
http://betanews.com/2015/10/05/it-pros-love-hybrid-cloud-but-struggle-to-track-consumption/

10/05/15
Survey Reveals Cloud Frustrations
channel_partners_logo
http://www.channelpartnersonline.com/news/2015/10/survey-reveals-cloud-frustrations.aspx

10/05/15
Some Businesses Struggle with Public Cloud Cost Control
Cloud Wedge
http://www.cloudwedge.com/some-businesses-struggle-with-public-cloud-cost-control-4894/

10/05/15
Amazon Web Services Customers Love Hybrid Cloud (True)
The Register
http://www.theregister.co.uk/2015/10/05/aws_customers_love_hybrid_cloud_true/

10/05/15
Does Changing Your Cloud Provider Mean You’ve Failed?
The Data Center Journal
http://www.datacenterjournal.com/changing-cloud-provider-youve-failed/

10/01/15
Managing Cloud Costs (and Expectations)
cio-insight-logo
http://www.cioinsight.com/it-strategy/cloud-virtualization/slideshows/managing-cloud-costs-and-expectations.html

09/10/15
Building A Business Case for Cloud-Based Chargeback Solutions
Tom’s IT Pro
http://www.tomsitpro.com/articles/cloud-chargeback-business-case,2-747.html

09/09/15
Hybrids Emerging as a Permanent Fixture in the Cloud
ITbusiness-edge-logo
http://www.itbusinessedge.com/blogs/infrastructure/hybrids-emerging-as-a-permanent-fixture-in-the-cloud.html

09/10/15
Cloud Cruiser’s Analytics and Usage Add-On Package Collects Data From Multiple Sources
451-research-logo
https://451research.com/report-short?entityId=86629

09/09/15
10 Eye-Catching Cloud Solutions from VMworld 2015
InfoWorld
http://www.infoworld.com/article/2981588/virtualization/10-eye-catching-cloud-solutions-from-vmworld-2015.html

09/03/15
Cloud Cruiser Simplifies Tracking of Hybrid Cloud Costs
ITbusiness-edge-logo
http://www.itbusinessedge.com/blogs/it-unmasked/cloudcruiser-simplifies-tracking-of-hybrid-cloud-costs.html

09/02/15
Cloud Cruiser Releases Cloud Analytics via Channel
Channel Vision Magazine
http://channelvisionmag.com/cloud-cruiser-releases-cloud-analytics-via-channel/

09/01/15
Cloud Cruiser Launches App for Hybrid Cloud Usage Management
Web Host Industry Review
http://www.thewhir.com/web-hosting-news/cloud-cruiser-launches-app-for-hybrid-cloud-usage-management

09/01/15
Tool Tracks Usage, Costs for AWS and Other Hybrid Clouds
aws-insider
https://awsinsider.net/articles/2015/08/31/hybrid-cloud-analytics.aspx

09/01/15
Cloud Cruiser Helps Track Hybrid Cloud Usage, Costs
FierceDevOps-logo
http://www.fiercedevops.com/story/cloud-cruiser-helps-track-hybrid-cloud-usage-costs/2015-09-01

09/01/15
Hottest Products at VMworld 2015
networkworld-logo
http://www.networkworld.com/article/2977006/data-center/hottest-products-at-vmworld-2015.html#slide15

08/31/15
Cloud Cruiser Delivers Templates for Assessing Economics Of ‘Big 5’ Clouds
CRN-Logo
http://www.crn.com/news/cloud/300077954/cloud-cruiser-delivers-templates-for-assessing-economics-of-big-5-clouds.htm

08/07/15
Why IT Needs Better Tracking of Cloud Usage, Costs
Baseline Magazine
http://www.baselinemag.com/cloud-computing/slideshows/why-it-needs-better-tracking-of-cloud-usage-costs.html

07/28/15
Market Guide for IT Financial Management Tools
Gartner
https://www.gartner.com/doc/3101027/market-guide-it-financial-management

07/23/15
Cloud Adoption Is Up, Costs Are Down, Real Savings Can Be Had By Smart Negotiators
Fierce CIO
http://www.fiercecio.com/story/cloud-adoption-costs-are-down-real-savings-can-be-had-smart-negotiators/2015-07-23

07/22/15
13 Companies Every Microsoft Cloud Partner Should Consider
CRN-Logo
http://www.crn.com/slide-shows/cloud/300077507/13-companies-every-microsoft-cloud-partner-should-consider.htm/pgno/0/12

07/20/15
Survey: Reduced Cost, Increased IT Efficiency Main Reasons for Cloud Migration
talkin-cloud-logo
http://talkincloud.com/cloud-computing/survey-reduced-cost-increased-it-efficiency-main-reasons-cloud-migration

07/17/15
Tracking Cloud Use and Costs Is An Essential Part Of The IT Function
betanews-logo
http://betanews.com/2015/07/17/tracking-cloud-use-and-costs-is-an-essential-part-of-the-it-function/

07/14/15
Wanted: More Transparency in Cloud Costs and Usage Patterns
ZDNet
http://www.zdnet.com/article/wanted-more-transparency-into-cloud-costs-and-usage-patterns/

07/14/15
Report Finds Room for Improvement in Cloud Usage and Cost Tracking Tools
Web Host Industry Review
http://www.thewhir.com/web-hosting-news/report-finds-room-for-improvement-in-cloud-usage-and-cost-tracking-tools

07/14/15
Analyzing the Importance of Cloud Usage Tracking and Cost Management
cloud-tech-logo
http://www.cloudcomputing-news.net/news/2015/jul/14/analysing-importance-cloud-usage-tracking-and-cost-management/

07/14/15
Survey Shows Cost Savings and Boosting Efficiency are Paramount in the Cloud
OStatic
http://ostatic.com/blog/survey-shows-cost-savings-and-boosting-efficiency-are-paramount-in-the-cloud

07/14/15
Microsoft Customers on the Great (Hybrid) Cloud Migration
The Register
http://www.theregister.co.uk/2015/07/14/microsoft_customers_on_the_great_hybrid_cloud_migration/

07/14/15
Cloud Usage Tracking Most Important Aspect of Management
cloudpro-logo
http://www.cloudpro.co.uk/cloud-essentials/5214/cloud-usage-tracking-most-important-aspect-of-management

07/13/15
Businesses Look to Cloud to Reduce Costs, Improve Efficiency
eweek-logo
http://www.eweek.com/small-business/businesses-look-to-cloud-to-reduce-costs-improve-efficiency.html

07/13/15
Potential Cloud Customers Laser-Focused on Usage, Cost
channel_partners_logo
http://www.channelpartnersonline.com/news/2015/07/potential-cloud-customers-laser-focused-on-usage.aspx

07/13/15
Survey Results – IT Pros and the Cloud
Windows IT Pro
http://windowsitpro.com/cloud/survey-results-it-pros-and-cloud