Cloud services: incentives of users to adaptation

INTRODUCTION

Information technologies are increasingly affecting the place and competitiveness of companies in the international field [Trachuk A., Linder N., Antonov D., 2014]. AU sectors of economy both state and private sectors, advanced information technologies are introducing, including cloud technologies. Their dissemination became possible thanks to the revolutionary development of its development - increasing the bandwidth of existing communication channels, inventing wireless data transmission technologies, increasing productivity, reducing the size and power consumption of computing equipment [Trachuk A., Linder N., 2017 г]. This allowed us to offer numerous computing services in the form of a network.

Cloud technologies provide remote dynamic access to computing resources and applications (including operating systems and infrastructure) over the Internet. There are many services based on cloud computing on different technologies, and there is no doubt that they will develop further, which is linked to the relevance of this topic of research.

The article deals with analysis of the factors influencing the distribution of cloud technologies, recommendations for encouraging the propagation of cloud services in the Russian market. The theoretical part deals with the concept and main types of cloud technologies, types of cloud services. The empirical part is devoted to the cloud technologies market peculiarities in Russia and analysis of the propagation speed. The variants of the practical use of the obtained research results are described.

DEVELOPMENT OF IT AND CLOUD TECHNOLOGIES

The metaphorical concept of "cloud" means a large range of resources, including computer hardware and software, to which easy access is provided via the Internet. The notion of "cloud services" appeared in 2006 [cloud computing, 2010] and has not yet received a generally accepted definition [Koniukhovsky R, Kuznetsova A., 2015; Trachuk A., Linder N., 2015a], The US National Institute of Standards and Technology (NIST) definition of cloud computing is commonly used throughout the ICT industry: Cloud computing is a model for enabling ubiquitous, convenient, on-demand network access to a shared pool of configurable computing resources (e.g. networks, servers, storage, applications and services) that can be rapidly provisioned and released with minimal management effort or service provider interaction. [Badger L., BersteinD., BohnR. etal., 2011].

Other definitions have appeared due to expansion of the research range in the field of cloud services:

• Private cloud is the cloud infrastructure that one organization uses, where may be more than one user (business unit). The infrastructure can belong to a third party, be on the client's territory and beyond. The private cloud is presented as a new stage in the evolution of the data center. It provides all the advantagesofvirtualdata centers, additionally provides highly integrated and automated management, scalable and flexible platforms, the ability to account consumption and self-service. The private cloud promotes the efficient use of resources within the organization, the dynamical redistribution of load between the physical systems of the data center [Yablonsky S., 2011].
• A public cloud is a cloud infrastructure prepared for open use by an unlimited number of users. The rights of ownership, management and maintenance belong to business, scientific and government organizations. The server is located on the territory of the cloud technologies provider. Public cloud is much larger than private clouds, as it serves the needs of a large number of organizations. Due to this, companies - providers of cloud services reduce the cost of computing resources. Acquisition of equipment and electricity, maintenance of infrastructure are cheaper due to the expense of discounts at wholesale purchase. The aggregate cost of a service received from a public cloud can be lower than that of a similar one from a private cloud for the end user. Customers do not need to administer themselves, modernize or repair IT resources while using public clouds, these services are performed by the public cloud service provider [Bogomolov I., Alexiants A., Borisenko O. and others, 2016].
• Hybrid cloud - the synthesis of private and public clouds. It is used very often in cases when company has a large amount of data and some has been stored on its own server, and some - in the "cloud".

Previously, companies had to purchase licensed software and infrastructure. The innovation of cloud technologies is provided by introduction of IT resources in the form of a service. Cloud technologies increase business agility by providing infrastructures, platforms and applications as services. The user is provided with the optimal configuration of services and the creation of an infrastructure that will help to solve effectively economic problems. The user pays only for the volume of the service that he used, which greatly increases the efficiency of using the software in terms of costs. Cloud technologies have the following characteristics:

• Self-seiHce: the user can independently configure the necessary set of cloud resources in automatic mode, without interacting with the provider's personnel;
• Free network access: with access to the Internet, access is available at any time from any platform (computers, laptops, tablets, smartphones, mobile phones, etc.);
• Resource pool: data centers, virtual machines, processing power, network capacity, etc., which are organized in a single pool to meet the needs of different clients;
• Elasticity of choice: the consumer can increase or decrease the amount of resources according to the needs at any time;
• Measurable service: the client can fully control the process of using the service, at any time request report, which is automatically generates and ensures the transparency of the service; monitoring allows you to monitor the storage capacity, bandwidth computational power, active user accounts [Trachuk A., Linder N., 2017a; Bolodurina I., Parfenov D., 2015].

Conditions for providing cloud services:

• suppliers conclude contracts with consumers for access to certain resources;
• consumers pay only for real consumption;;
• Cloud service providers provide access to them, leaving behind the issues of creating and maintaining the infrastructure [Krivoshapka I., 2016].

There are several models of its service depending on the needs of users:

• Infi~astvcture-as-a-service, IaaS. The consumer is provided with the computational power of the provider ("empty" virtual server with a unique IP address, network infrastructure, part of the data storage system). The user can control the operating systems, storage, and its applications but not the cloud infrastructure itself. The consumer uses cloud technology through a software interface;
• Platfonn-as-a-semice, PaaS. The provider provides the user with access to the use of the software platform. The client purchases tools to open various business applications based on cloud technology, which are developed using the provider-supported tools and programming languages;
• Softw are-as-a-semice, SaaS. The purchase-sale object is a ready-made provider application, available for use on various user devices There are "thin clients" (for example, a browser, e-mail with a web interface) and "thick clients", (special platform-specific applications that are installed by consumers, for example, DropBox for different operating systems). The consumer temporarily uses the software to solve certain tasks, but does not acquire it [Onokoy I., 2016; Trachuk A., Linder N., Kuryatnikov A., 2015].

However, new models appeared on the market due to the development and popularization of cloud technologies:

• Hardware as a Seivice, HaaS. The customer is provided with equipment for use, on which he can create his own infrastructure;
• Workplace as a Semice, WaaS. The organization can create workplaces of employees, having adjusted and having established for this purpose the necessary software;
• Data as a Seivice, DaaS. One of the most popular and common services, is a variation of SaaS The essence of the service is to provide the client with disk space for data storage;
• Security as a Seivice, SaaS. A consumer can install systems that ensure the security of using web technologies and protecting the local network;
• Eveyything as a Service, EaaS. The totality of all the services listed above allows to solve practically, all IT-problems and tasks of the organization. The client is provided with equipment and software, and the ability to manage processes, and others [Polyakov S., VyrodovA., PuzyrkovD. etc, 2015].

All cloud services according to the types of workload can be divided into several groups:

• analytics;
• database mining;
• business services;
• customer relationship management (cRM);
• e-mail;
• Enterprise Resource Production (ERP);
• team-work;
• audio-, video-, Web-conference;
• development and testing;
• development environment;
• test environment;
• infrastructure;
• servers;
• storage system;
• infrastructure for education;
• backup information.

In 2016, the total costs of consumers and companies on public clouds amounted to $ 209.2 billion in comparison with $ 175 billion in 2015 (an increase of 16.5%) [Gartner, 2016]. For comparison: in 2016, the world IT market as a whole increased only by 0.6%.

In the global market, IaaS solutions sales increased by 56%, to $ 25.3 billion, which contributes to growing demand for IT infrastructure services to the cloud and high-performance workloads like artificial intelligence, the Internet of things and analytics.

A good growth rate (23%) showed also the SaaS segment in 2016, which amounted to 38.6 billion dollars. It is expected that in the coming years this type of cloud services will account for more than two-thirds of the total market in monetary tenns. The experts explain the dominance of the SaaS segment by the fact that the main demand in the public cloud market is concentrated around the applications. In the PaaS and cloud storage segments, the fastest growth is observed due to the increasing popularity of Big Data analytics and Internet services for developers. The implementation of decisions PaaS’s decisions brought 7.2 billion dollars In 2016 against 3.8 billion dollars a year earlier.

According to various estimates, the Russian cloud services market is increasing by 20-35% per year in ruble tenns. Fonester Russia’s analysts concluded that the domestic cloud market, as well as the world market, will grow faster than the IT market as a whole, and by 2020 its volume will be 48 billion rubles. [Kolesov A., 2017].

The structure of cloud sales in Russia differs from the global picture: the largest market share (58.9%) belongs to the SaaS model, IaaS and PaaS are 37.2% and 3.9%. The reason is the underdevelopment of small businesses, which is the main consumer of SaaS. According to statistical reports [SimmonE., 2018], the share of Russian companies with "cloud" technologies does not exceed 20%, which detennines the relevance of this study.

FACTORS AFFECTING PROPAGATION SPEED OF CLOUD TECHNOLOGIES

There is only a limited number of studies on the factors affecting the speed of distribution and adoption of electronic technologies, especially cloud services, which are not yet sufficiently researched (Table 1). In our opinion, further empirical studies on factors influencing t introduction of electronic technologies in the context of cloud services are needed.

RESEARCH METHODOLOGY

In order to analyze the factors affecting the distribution of cloud services in Russia, 75 representatives of companies - participants of the cloud services market - were interviewed. There are system integrators (29%), developers of cloud services (48%), client companies (23%) (Table 2) among Companies’ representatives.

The interview touched on such issues:

• trends of the cloud technologies’ market development in Russia;;
• preferences of Russian clients regarding the model of providing cloud services;
• prospects for the development of various types of cloud services;
• advantages of cloud technologies and development drivers of this market;
• disadvantages of cloud technologies and barriers to their propagation;
• peculiarities of Russian market of cloud services;
• special aspects of this market development in various areas;
• development prospects of the cloud services market and forecast for the next few years.

The mathematical forecast of market development is a very difficult task. The largest advisory agencies are building their forecasts on the premises.

There are serious differences in the methodologies, since the concept of "cloud technologies" has not been developed.

The main factors , which will contribute to the development of the cloud technologies market and barriers that could prevent further propagation in the next few years, have been identified. In order to conduct factor analysis all respondents were sent a questionnaire in which it was necessary to assess the importance of the factor from "0" = "does not affect" to "7" = "main driver / barrier". The respondents' answers were subjected to factor analysis in the SPSS program.

The factor analysis allows you to divide an array of variables into a small number of groups, which are called factors.

The data are grouped according to the following principle:

• variables between which there is a high degree of correlation (close relationship) are combined into one factor;
• variables with a low degree of correlation- (weak relationship) are attributed to various generalizing factors. [Oliveira T., Thomas M., Espadanal M., 2014].

The value of the correlation coefficient, close to zero, indicates a low degree of interrelation. Anegative value indicates the existence of an inverse relationship. A value close to -I indicates a strong inverse relationship.

RESEARCH RESULTS

The factor analysis allowed classifying the growth factors of cloud services market in the next 3 years, as well as barriers that will lead to zero growth rate in subsequent years.

Also, the estimation of model factors description completeness was carried out with the help of Kaiser—Meyer— Olkin valid when test value is more than 0.5. This requirement is met in our study and it shows acceptability of the constructed factor model (Table 3).

The Bartlett’s test examines the hypothesis whereby there is no correlation dependence between variables involved in factor analysis. The significance of the Bartlett’s test (0.000) indicates that the initial hypothesis can be rejected with an error probability of 0.000. It is incorrect. Correlations exist between variables of the original array and it is possible to group them in accordance with tightness of the correlation.

We can conclude that the initial data of our example is suitable for carrying out factor analysis due to the study results.

So next we should analyze the correlation matrices of the two models in order to trace the interrelations between the coefficients. The number of components is determined by calculating the characteristic numbers. The values of the characteristic numbers are indicated in the second column of Table 4. In this case, the condition is set: the value of the characteristic numbers must be more than one. The maximum value of the factor model components is 3 for cases in which the given index exceeds unity. So the optimal number of groups (factors) is 3 in the factor model.

The fourth column of Table 4 shows the percentage of information stored in the process of grouping the original array of variables using the factor model. Approximately 70.5% is a good indicator.

Table. 5 shows the correlation coefficients that characterize relationships between variables of the original data array and e components of the constructed factor model (factors). According to the general rule of factor analysis, variables of the source array that have the closest relationship (the highest value of the correlation coefficient) to the given component of the factor model are assembled into one group (under one factor). On the basis of these data, the variables of the initial array are grouped and presented in Table 6. The factor analysis of barriers that lead to zero growth rate is carried out similarly.

It is necessary to determine the number of groups in which these factors can be divided as it was done in previous analysis.

The optimal number of groups (factors) in the model describing the barriers to the spread of cloud services is also 3.

The initial array of variables using the factor mode I in the process of grouping and approximately 73.3% of information is stored, which is a good indicator (Tables 7, 8). The grouping of variables of original array is shown in Table 9.

CONCLUSIONS AND PRACTICAL APPLICATION OFTHE RESULTS

Thus, it is possible to distinguish infrastructural, economic, marketing factors that help to promote cloud services in the Russian market (Table 10).

There are some difficulties for cloud services growth:

• Legal factors:

о legislation: some requirements of the law [Federal Law of 2006] complicate the development of cloud technologies in Russia and prevent penetration of European companies into our market in particular; о the lack of up-to-date legal documents regulating dependent relations between provider and client;

о lack of law enforcement practice of the already existing regulatory framework;

• Social and economic factors:

о The reluctance of CIOs to lose control. Usually, CIOs give an impetus to the development of technology persuade CFOs to try something new from what is offered high-tech markets. in high-tech markets in high-tech markets. The situation is exactly the opposite in the cloud service market. The acquisition of cloud services allows the company to reduce staff and budget of the IT department and to reduce the company's dependence on the IT department. CIOs no longer dispose of new equipment purchase, which means they lose some of power and opportunity to get a "kickback" from suppliers for purchasing equipment. Thus, the use of cloud technologies also leads to financial losses of IT-departments directors;

о Slow adaptation of large software manufactures price policy to the cloud model, which in the future can make the purchase of cloud services inexpedient;

о Lack of qualified specialists.

• Technological factors:

о Own IT infrastructure. Acquisition of its own data center is expensive, companies have to wait until it pays off; о Compatibility with the current IT infrastructure;

• Data security. Companies are wary of moving critical for business applications and personal clients’ information to the clouds due to the hacker attacks;

The stimulation of cloud services propagation could be made with the help of:

• specialization in one kind of product or industry: it is easier for company to win trust in a particular niche, which is one of the main drivers of cloud services market development;
• development of products for the public sector: competition among providers of cloud services is still small;
• distribution of cloud products through company directors or other representatives, who distributing the budget,
• by informing about savings and data security as the advantages of cloud technologies;
• development of SaaS applications: not all small and medium­sized businesses are benefiting from this technology yet.

These recommendations can be applied by companies operating in the Russian cloud technology market, to maintain sustainable development in the period of the forthcoming stagnation, obtaining stable competitive advantages and increasing its own market share.