Project Report On

“Adoption of Cloud Computing by SMEs in emerging markets (India)”

In partial fulfillment for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

-: SUBMITTED BY:-

Mr. Chirag Kathiriya

MBA (SEM-4)

-: GUIDED BY:-

Dr. Manisha Panwala

-: SUBMITTED TO:-

Department of Business and Industrial Management, VNSGU, Surat

(2018-2020)
 DECLARATION

I, Chirag Kathiriya, hereby declare that “Adoption of Cloud Computing by SMEs in

emerging markets (India)” is an original piece of research work carried out by me
under the guidance and supervision of [Link] Panwala (My mentor of Research
Work From DBIM) and it was not submitted to any other organization, University or
institutions or published any time before. The information has been collected from
genuine and authentic sources. The Conclusion of this report is solely based on
analysis of the data collected using questionnaire. The work has been submitted in
partial fulfillment of the degree of MBA to my department.
 CERTIFICATE

To whomsoever it may concern

This is to certify that Mr. Chirag Kathirihya has completed his Research Project
as a part of MBA curriculum. He has undertaken and successfully completed a
project on Adoption of Cloud Computing by SMEs in emerging markets (India)”
Under my guidance.

His work is found to be of the standard required for MBA curriculum.

Dr. Manisha Panwala Dr. Renuka Garg

(Project Guide) (Head of the Department)

 ACKNOWLEDGEMENT

I thank the Veer Narmad South Gujarat University for introducing such Winter
Project as a part of the MBA curriculum.

As an institute side, it is my great pleasure to have this opportunity to express my

sense of gratitude to my guide [Link] Panwala. It is due to his Encouragement,
Valuable guidance and direction for this project work, that the work is complete. I
would to extend my gratitude to all of them who help me directly or indirectly.
 EXECUTIVE SUMMARY

In this project, we will go through the analysis of Adoption of Cloud Computing by

SMEs in emerging markets (India)” by collecting and recording data that is primary
in nature from respondents based on Descriptive Research Design. The data is
expected to be reliable and thus is expected to be an accurate analysis.

 Frequency and charts

 Cross-Tabulation

This study is thus going to be very helpful to know about the effect of cloud
computing on various company and which type of various Amazon cloud service is
used by the different organisation and we will study the level of adoption &
implementation of amazon cloud and conclude that how much this service reliable
to help their organisation.

The bibliography and annexure are also supplied to assist and facilitate proper use
of the research by somebody else in the same or related topic. I hope this report
proves to be useful in the matter it pertains to be, having high degree of external
validity
 Index

Table of Content
List of figures
List of Tables

CH.1 Introduction Page no.: 7

Introduction of cloud computing
Characteristic of cloud computing
Service model
Deployment model
Different type of cloud
Best offered by Amazon Web Service (AWS)

CH.2 Literature review Page no.: 17

CH.3 Research Methodology Page no. : 24

Problem Statement
Research Objectives:

Sampling Plan

Data Collection: Primary

Nature of a population:

Research Instrument:
Research Limitations

Ch.4 DATA ANANLYSIS AND INTERPRETATION Page no.: 26

Conclusion &Findings
Bibliography & Annexure
 CH.1. INTRODUCTION

Cloud computing is the on-demand availability of computer system resources, especially data storage
(cloud storage) and computing power, without direct active management by the user. The term is
generally used to describe data centers available to many users over the Internet. Large clouds,
predominant today, often have functions distributed over multiple locations from central servers. If
the connection to the user is relatively close, it may be designated an edge server.
Clouds may be limited to a single organization (enterprise clouds), or be available to many
organizations (public cloud).
Cloud computing relies on sharing of resources to achieve coherence and economies of scale.
Advocates of public and hybrid clouds note that cloud computing allows companies to avoid or
minimize up-front IT infrastructure costs. Proponents also claim that cloud computing
allows enterprises to get their applications up and running faster, with improved manageability and
less maintenance, and that it enables IT teams to more rapidly adjust resources to meet fluctuating
and unpredictable demand, providing the burst computing capability: high computing power at
certain periods of peak demand.
Cloud providers typically use a "pay-as-you-go" model, which can lead to unexpected operating
expenses if administrators are not familiarized with cloud-pricing models
The availability of high-capacity networks, low-cost computers and storage devices as well as the
widespread adoption of hardware virtualization, service-orientearchitecture and autonomic and utility
computing has led to growth in cloud computing. By 2019, Linux was the most widely used
operating system, including in Microsoft's offerings and is thus described as dominant. The Cloud
Service Provider (CSP) will screen, keep up and gather data about the firewalls, intrusion
identification or/and counteractive action frameworks and information stream inside the network.
The goal of cloud computing is to allow users to take benefit from all of these technologies, without
the need for deep knowledge about or expertise with each one of them. The cloud aims to cut costs
and helps the users focus on their core business instead of being impeded by IT obstacles. The main
enabling technology for cloud computing is virtualization. Virtualization software separates a
physical computing device into one or more "virtual" devices, each of which can be easily used and
managed to perform computing tasks. With operating system–level virtualization essentially creating
a scalable system of multiple independent computing devices, idle computing resources can be
allocated and used more efficiently. Virtualization provides the agility required to speed up IT
operations and reduces cost by increasing infrastructure utilization. Autonomic computing automates
the process through which the user can provision resources on-demand. By minimizing user
involvement, automation speeds up the process, reduces labor costs and reduces the possibility of
human errors.
Cloud computing uses concepts from utility computing to provide metrics for the services used.
Cloud computing attempts to address QoS (quality of service) and reliability problems of other grid
computing models.
Cloud computing shares characteristics with:

 Client–server model—Client–server computing refers broadly to any distributed

application that distinguishes between service providers (servers) and service requestors
(clients).
 Computer bureau—A service bureau providing computer services, particularly from the
1960s to 1980s.
 Grid computing—A form of distributed and parallel computing, whereby a 'super and virtual
computer' is composed of a cluster of networked, loosely coupled computers acting in concert to
perform very large tasks.
 Fog computing—Distributed computing paradigm that provides data, compute, storage and
application services closer to the client or near-user edge devices, such as network routers.
Furthermore, fog computing handles data at the network level, on smart devices and on the end-
user client-side (e.g. mobile devices), instead of sending data to a remote location for processing.
 Mainframe computer—Powerful computers used mainly by large organizations for critical
applications, typically bulk data processing such as census; industry and consumer statistics;
police and secret intelligence services; enterprise resource planning; and financial transaction
processing.
 Utility computing—The "packaging of computing resources, such as computation and
storage, as a metered service similar to a traditional public utility, such as electricity.
 Peer-to-peer—A distributed architecture without the need for central coordination.
Participants are both suppliers and consumers of resources (in contrast to the traditional client-
server model).
 Green computing
 Cloud sandbox—A live, isolated computer environment in which a program, code or file can
run without affecting the application in which it runs.

Though service-oriented architecture advocates "Everything as a service" (with the

acronyms EaaS or XaaS or simply aas), cloud-computing providers offer their "services" according
to different models, of which the three standard models per NIST are Infrastructure as a Service
(IaaS), Platform as a Service (PaaS), and Software as a Service (SaaS). These models offer
increasing abstraction; they are thus often portrayed as layers in a stack: infrastructure-, platform-
and software-as-a-service, but these need not be related. For example, one can provide SaaS
implemented on physical machines (bare metal), without using underlying PaaS or IaaS layers, and
conversely one can run a program on IaaS and access it directly, without wrapping it as SaaS.
Infrastructure as a service (IaaS)
"Infrastructure as a service" (IaaS) refers to online services that provide high-level APIs used
to abstract various low-level details of underlying network infrastructure like physical computing
resources, location, data partitioning, scaling, security, backup, etc. A hypervisor runs the virtual
machines as guests. Pools of hypervisors within the cloud operational system can support large
numbers of virtual machines and the ability to scale services up and down according to customers'
varying requirements. Linux containers run in isolated partitions of a single Linux kernel running
directly on the physical hardware. Linux cgroups and namespaces are the underlying Linux kernel
technologies used to isolate, secure and manage the containers. Containerisation offers higher
performance than virtualization because there is no hypervisor overhead. Also, container capacity
auto-scales dynamically with computing load, which eliminates the problem of over-provisioning
and enables usage-based billing. IaaS clouds often offer additional resources such as a virtual-
machine disk-image library, raw block storage, file or object storage, firewalls, load balancers, IP
addresses, virtual local area networks (VLANs), and software bundles.
The NIST's definition of cloud computing describes IaaS as "where the consumer is able to deploy
and run arbitrary software, which can include operating systems and applications. The consumer
does not manage or control the underlying cloud infrastructure but has control over operating
systems, storage, and deployed applications; and possibly limited control of select networking
components (e.g., host firewalls).
IaaS-cloud providers supply these resources on-demand from their large pools of equipment installed
in data centers. For wide-area connectivity, customers can use either the Internet or carrier
clouds (dedicated virtual private networks). To deploy their applications, cloud users install
operating-system images and their application software on the cloud infrastructure. In this model, the
cloud user patches and maintains the operating systems and the application software. Cloud
providers typically bill IaaS services on a utility computing basis: cost reflects the amount of
resources allocated and consumed.
Platform as a service (PaaS)
The NIST's definition of cloud computing defines Platform as a Service as
The capability provided to the consumer is to deploy onto the cloud infrastructure consumer-created
or acquired applications created using programming languages, libraries, services, and tools
supported by the provider. The consumer does not manage or control the underlying cloud
infrastructure including network, servers, operating systems, or storage, but has control over the
deployed applications and possibly configuration settings for the application-hosting environment.
PaaS vendors offer a development environment to application developers. The provider typically
develops toolkit and standards for development and channels for distribution and payment. In the
PaaS models, cloud providers deliver a computing platform, typically including operating system,
programming-language execution environment, database, and web server. Application developers
develop and run their software on a cloud platform instead of directly buying and managing the
underlying hardware and software layers. With some PaaS, the underlying computer and storage
resources scale automatically to match application demand so that the cloud user does not have to
allocate resources manually.
Some integration and data management providers also use specialized applications of PaaS as
delivery models for data. Examples include iPaaS (Integration Platform as a Service) and dPaaS
(Data Platform as a Service). iPaaS enables customers to develop, execute and govern integration
flows. Under the iPaaS integration model, customers drive the development and deployment of
integrations without installing or managing any hardware or middleware. dPaaS delivers integration
—and data-management—products as a fully managed service. Under the dPaaS model, the PaaS
provider, not the customer, manages the development and execution of programs by building data
applications for the customer. dPaaS users access data through data-visualization tools. Platform as a
Service (PaaS) consumers do not manage or control the underlying cloud infrastructure including
network, servers, operating systems, or storage, but have control over the deployed applications and
possibly configuration settings for the application-hosting environment.
Software as a service (SaaS)
The NIST's definition of cloud computing defines Software as a Service as
The capability provided to the consumer is to use the provider's applications running on a cloud
infrastructure. The applications are accessible from various client devices through either a thin client
interface, such as a web browser (e.g., web-based email), or a program interface. The consumer does
not manage or control the underlying cloud infrastructure including network, servers, operating
systems, storage, or even individual application capabilities, with the possible exception of limited
user-specific application configuration settings.
In the software as a service (SaaS) model, users gain access to application software and databases.
Cloud providers manage the infrastructure and platforms that run the applications. SaaS is sometimes
referred to as "on-demand software" and is usually priced on a pay-per-use basis or using a
subscription fee. In the SaaS model, cloud providers install and operate application software in the
cloud and cloud users access the software from cloud clients. Cloud users do not manage the cloud
infrastructure and platform where the application runs. This eliminates the need to install and run the
application on the cloud user's own computers, which simplifies maintenance and support. Cloud
applications differ from other applications in their scalability—which can be achieved by cloning
tasks onto multiple virtual machines at run-time to meet changing work demand.[78] Load
balancers distribute the work over the set of virtual machines. This process is transparent to the cloud
user, who sees only a single access-point. To accommodate a large number of cloud users, cloud
applications can be multitenant, meaning that any machine may serve more than one cloud-user
organization.
The pricing model for SaaS applications is typically a monthly or yearly flat fee per user so prices
become scalable and adjustable if users are added or removed at any point. It may also be
free. Proponents claim that SaaS gives a business the potential to reduce IT operational costs
by outsourcing hardware and software maintenance and support to the cloud provider. This enables
the business to reallocate IT operations costs away from hardware/software spending and from
personnel expenses, towards meeting other goals. In addition, with applications hosted centrally,
updates can be released without the need for users to install new software. One drawback of SaaS
comes with storing the users' data on the cloud provider's server. As a result, there could
be unauthorized access to the data. Examples of applications offered as SaaS are games and
productivity software like Google Docs and Word Online. SaaS applications may be integrated
with cloud storage or File hosting services, which is the case with Google Docs being integrated with
Google Drive and Word Online being integrated with Onedrive
Mobile "backend" as a service (MBaaS)
In the mobile "backend" as a service (m) model, also known as backend as a service (BaaS), web
app and mobile app developers are provided with a way to link their applications to cloud
storage and cloud computing services with application programming interfaces (APIs) exposed to
their applications and custom software development kits (SDKs). Services include user
management, push notifications, integration with social networking services and more. This is a
relatively recent model in cloud computing with most BaaS startups dating from 2011 or later but
trends indicate that these services are gaining significant mainstream traction with enterprise
consumers.
Serverless computing
Serverless computing is a cloud computing code execution model in which the cloud provider fully
manages starting and stopping virtual machines as necessary to serve requests, and requests are
billed by an abstract measure of the resources required to satisfy the request, rather than per virtual
machine, per hour. Despite the name, it does not actually involve running code without
servers. Serverless computing is so named because the business or person that owns the system does
not have to purchase, rent or provision servers or virtual machines for the back-end code to run on.
Function as a service (FaaS)
Function as a service (FaaS) is a service-hosted remote procedure call that leverages serverless
computing to enable the deployment of individual functions in the cloud that run in response to
events. FaaS is included under the broader term serverless computing, but the terms may also be used
interchangeably
DEPLOYMENT MODELS:

Private cloud
Private cloud is cloud infrastructure operated solely for a single organization, whether managed
internally or by a third party, and hosted either internally or externally.] Undertaking a private cloud
project requires significant engagement to virtualize the business environment, and requires the
organization to reevaluate decisions about existing resources. It can improve business, but every step
in the project raises security issues that must be addressed to prevent serious vulnerabilities. Self-
run data centers are generally capital intensive. They have a significant physical footprint, requiring
allocations of space, hardware, and environmental controls. These assets have to be refreshed
periodically, resulting in additional capital expenditures. They have attracted criticism because users
"still have to buy, build, and manage them" and thus do not benefit from less hands-on
management essentially "[lacking] the economic model that makes cloud computing such an
intriguing concept"
Public cloud
A cloud is called a "public cloud" when the services are rendered over a network that is open for
public use. Public cloud services may be free. Technically there may be little or no difference
between public and private cloud architecture, however, security consideration may be substantially
different for services (applications, storage, and other resources) that are made available by a service
provider for a public audience and when communication is effected over a non-trusted network.
Generally, public cloud service providers like Amazon Web Services (AWS), IBM
Cloud, Oracle, Microsoft, Google, and Alibaba own and operate the infrastructure at their data
center and access is generally via the Internet. AWS, Oracle, Microsoft, and Google also offer direct
connect services called "AWS Direct Connect", "Oracle FastConnect", "Azure ExpressRoute", and
"Cloud Interconnect" respectively, such connections require customers to purchase or lease a private
connection to a peering point offered by the cloud provider.
Hybrid cloud
Hybrid cloud is a composition of a public cloud and a private environment, such as a private cloud or
on-premises resources that remain distinct entities but are bound together, offering the benefits of
multiple deployment models. Hybrid cloud can also mean the ability to connect collocation,
managed and/or dedicated services with cloud resources. Gartner defines a hybrid cloud service as a
cloud computing service that is composed of some combination of private, public and community
cloud services, from different service providers. A hybrid cloud service crosses isolation and
provider boundaries so that it can't be simply put in one category of private, public, or community
cloud service. It allows one to extend either the capacity or the capability of a cloud service, by
aggregation, integration or customization with another cloud service.
Varied use cases for hybrid cloud composition exist. For example, an organization may store
sensitive client data in house on a private cloud application, but interconnect that application to a
business intelligence application provided on a public cloud as a software service. This example of
hybrid cloud extends the capabilities of the enterprise to deliver a specific business service through
the addition of externally available public cloud services. Hybrid cloud adoption depends on a
number of factors such as data security and compliance requirements, level of control needed over
data, and the applications an organization uses.
Another example of hybrid cloud is one where IT organizations use public cloud computing
resources to meet temporary capacity needs that can not be met by the private cloud. This capability
enables hybrid clouds to employ cloud bursting for scaling across clouds. Cloud bursting is an
application deployment model in which an application runs in a private cloud or data center and
"bursts" to a public cloud when the demand for computing capacity increases. A primary advantage
of cloud bursting and a hybrid cloud model is that an organization pays for extra compute resources
only when they are needed. Cloud bursting enables data centers to create an in-house IT
infrastructure that supports average workloads, and use cloud resources from public or private
clouds, during spikes in processing demands. The specialized model of hybrid cloud, which is built
atop heterogeneous hardware, is called "Cross-platform Hybrid Cloud". A cross-platform hybrid
cloud is usually powered by different CPU architectures, for example, x86-64 and ARM, underneath.
Users can transparently deploy and scale applications without knowledge of the cloud's hardware
diversity. This kind of cloud emerges from the rise of ARM-based system-on-chip for server-class
computing.
Hybrid cloud infrastructure essentially serves to eliminate limitations inherent to the multi-access
relay characteristics of private cloud networking. The advantages include enhanced runtime
flexibility and adaptive memory processing unique to virtualized interface models.
Others:
Community cloud shares infrastructure between several organizations from a specific community
with common concerns (security, compliance, jurisdiction, etc.), whether managed internally or by a
third-party, and either hosted internally or externally. The costs are spread over fewer users than a
public cloud (but more than a private cloud), so only some of the cost savings potential of cloud
computing are realized.
Distributed cloud
A cloud computing platform can be assembled from a distributed set of machines in different
locations, connected to a single network or hub service. It is possible to distinguish between two
types of distributed clouds: public-resource computing and volunteer cloud.

 Public-resource computing—This type of distributed cloud results from an expansive

definition of cloud computing, because they are more akin to distributed computing than cloud
computing. Nonetheless, it is considered a sub-class of cloud computing.
 Volunteer cloud—Volunteer cloud computing is characterized as the intersection of public-
resource computing and cloud computing, where a cloud computing infrastructure is built using
volunteered resources. Many challenges arise from this type of infrastructure, because of the
volatility of the resources used to build it and the dynamic environment it operates in. It can also
be called peer-to-peer clouds, or ad-hoc clouds. An interesting effort in such direction is
Cloud@Home, it aims to implement a cloud computing infrastructure using volunteered
resources providing a business-model to incentivize contributions through financial restitution.

Multicloud
Multicloud is the use of multiple cloud computing services in a single heterogeneous architecture to
reduce reliance on single vendors, increase flexibility through choice, mitigate against disasters, etc.
It differs from hybrid cloud in that it refers to multiple cloud services, rather than multiple
deployment modes (public, private, legacy).
Poly cloud
Poly cloud refers to the use of multiple public clouds for the purpose of leveraging specific services
that each provider offers. It differs from multicloud in that it is not designed to increase flexibility or
mitigate against failures but is rather used to allow an organization to achieve more that could be
done with a single provider.
Big Data cloud
The issues of transferring large amounts of data to the cloud as well as data security once the data is
in the cloud initially hampered adoption of cloud for big data, but now that much data originates in
the cloud and with the advent of bare-metal servers, the cloud has become a solution for use cases
including business analytics and geospatial analysis.
HPC cloud
HPC cloud refers to the use of cloud computing services and infrastructure to execute high-
performance computing (HPC) applications. These applications consume considerable amount of
computing power and memory and are traditionally executed on clusters of computers. In 2016 a
handful of companies, including R-HPC, Amazon Web Services, Univa, Silicon Graphics
International, Sabalcore, Gomput, and Penguin Computing offered a high performance computing
cloud. The Penguin On Demand (POD) cloud was one of the first non-virtualized remote HPC
services offered on a pay-as-you-go basis. Penguin Computing launched its HPC cloud in 2016 as
alternative to Amazon's EC2 Elastic Compute Cloud, which uses virtualized computing nodes.
Amazon Web Services is a subordinate of Amazon that provides cloud computing platform to evolve
an organization. AWS has always been a building block for those organization as they are used to
create and develop any type of application over the cloud. Simplified implementation, high security,
elasticity, scalability, and flexibility are some of the known advantages of Amazon Web Services.
Additionally, Amazon has different services that cater to fulfill the requirements of different
domains.

Some of the most widely used domains of Amazon Web Services are Compute, Storage, Database,
Migration, Network and Content Delivery, Management Tools, and Security and Identity
Compliance.

Talking about the endless services offered by (Amazon Web Services) with limitless possibilities, we
have mentioned these 5 trending services that can be implemented on applications or database over
AWS cloud to perfectly fit into the project.

Best Services offered by AWS are

 Amazon Elastic Cloud Compute (EC2)

The Amazon EC2 service comes under the compute domain and it provides services that help to
compute workloads. Amazon EC2 web interface is used to reduce the expensive physical servers by
creating virtual machines. Also, they help in managing different features of the virtual servers such
as security, ports, and storage. Amazon EC2 is highly preferable while creating a virtual server
within a few minutes with just a few clicks according to the user’s operating system conveniently. It
offers resizable compute capacity in the cloud. This helps a lot to focus more on the project rather
than the server maintenance.

2. Amazon S3 (Simple Storage Service)

Amazon S3 is categorized under storage domain that provides data storage over the Internet services.
Primarily, S3 stores data over the cloud in the form of objects. Amazon S3 stores the data with high
security because of its improved infrastructure. The information is distributed over different physical
regions and has a high-quality integration. This prevents the data from getting lost and helps to
retrieve stored data irrespective of time and space via the Internet. Amazon S3 is highly available so
that users can access their data just by one click with minimum or zero retrieving time.

3. Amazon Virtual Private Cloud (VPC)

Amazon VPC falls under the Networking domain of AWS which is used to isolate the network
infrastructure of user’s computer. Every Amazon account holds a unique virtual network that
protects the information from being accessed by others. These networks are logically isolated from
other virtual networks in AWS clouds. This makes the user information risk-free in the AWS cloud.

4. Amazon CloudFront
Amazon CloudFront represents the delivery domain that is used to deliver the content with great
speed and reduced latency. Amazon CloudFront is used to connect with other AWS services and to
help the developers to send the content to the end-users in a seamless manner. AWS CloudFront is
managing all the users content in an effective manner via the Global Content Delivery Service.

5. Amazon Relational Database Services (RDS)

Amazon RDS comes under the Database domain of Amazon Web Services and is used to handle
database related workloads. The RDS helps the users to design and manage the relational database in
the cloud which stores the complex data of the infrastructure. Earlier RDs used to support MySQL
and now it also supports Oracle, Microsoft SQL, and MariaDB. It reduces the operational costs and
leverages the database server from maintenance and support.
 CH [Link] Review

Cloud computing is a later evolutionary venture of online data conveyance and processing. In the
past the Internet has served as an infrastructure for applications and both static and intelligent pages.
After which, had applications like Google Mail and Google Docs showed up. As these sorts of web
applications included more client design, they were renamed Software-as-a-Service (SaaS) (Chang,
2010). With a developing number of organizations needing to exploit SaaS, Amazon discharged,
Amazon Web Services that empowers organizations to work their own particular SaaS applications
(Amazon Web Services, 2010). Other extensive organizations started to understand that they could
reproduce this platform for their own particular inner use by making a private cloud. Ubuntu Server
Edition, running Ubuntu Enterprise Cloud with (Eucalyptus Systems, 2010) is one such case of this.
There have been various inquire about exercises in surveying the execution of virtualized resources
in cloud computing situations and when all is said in done. Rather than these studies, this research
targets influencing components as far as expense of storage, as pertinent to cloud computing.
Numerous experts in the business and scholarly circles have endeavored to characterize precisely
what cloud computing is and what interesting aspects it shows. Buyya et al. have characterized it as
accompanies: Cloud is a parallel and disseminated computing framework comprising of an
accumulation of between joined and virtualized computers that are alertly provisioned and
introduced as one or more brought together computing resources dependent upon administration
level understandings (SLA) created through transaction between the administration supplier and
buyers. 4.2 Enter concerns in receiving clouds Armbrust, et al. (2009) and Cachin, Keidar and Shraer
(2009) allude to the 2008 flop of The Linkup, an online storage administration, as a most
exceedingly terrible case sample of a cloud computing storage supplier going out of business. To
mellow the blow of such disturbances, the Cloud Security Alliance (2009) prescribes that cloud
computing clients might as well think about having an exchange area that can undertake the services
long ago rendered by the cloud computing administration supplier (p. 50). Such an area could either
be the client’s own data focus, or at an alternate cloud computing administration supplier site. Viega
(2009) likewise states that clients may as well keep up their own reinforcements notwithstanding
those taken by the cloud computing administration supplier, however includes that it is ordinarily
less demanding with IaaS than with PaaS or SaaS. Abadi (2009) states that clouds are ordinarily
based top of shoddy, thing hardware, for which washout is not phenomenal. Thus, the likelihood of a
washout happening throughout a longrunning data dissection errand is moderately high (p. 6). 4.3
Reception of cloud The brisk reception of the cloud model is plain in the accomplishment of the
Amazon Elastic Cloud Computing (EC2) item, the upfront investment from IBM with their support
of the profoundly simultaneous, greatly parallel dialect X-10 (Saraswat, Vijay, 2010) and
Microsoft’s speculation in its Azure cloud (Qiu et al., 2009). Janine Milne reported that eight of ten
businesses studied in the UK were deciding on private cloud activities instead of public cloud
ventures and they expressed the issues of concern to be data security in travel, in storage or
throughout courses of action (Milne, 2010). It is plain that the field is full and the harvest for the
information technology security calling and information technology all in all is fabulous. Brandel
(2009) states that merchant bolt in is one of the essential concerns communicated by information
technology pioneers when acknowledging a move to cloud computing administration suppliers (p.
23). Bolt in alludes to the ineffectualness of a client to move their data or programs far from a cloud
computing administration supplier (Armbrust, et al., 2009, p. 15). In spite of the fact that some cloud
computing sources talk about if bolt in exists, most concur there are purposes behind concern
(Brandel, 2009, p. 23). As noted by Armbrust et al. (2009), worry about the trouble of concentrating
data from the cloud is anticipating a few associations from embracing cloud computing (p. 15). 4.4
Business acceptance issues of clouds Finnie (2008) states that cloud computing is a minefield for
most chief information officers and information technology associations (p. 22), implying that the
effect from the misfortune of control may accelerate the powerlessness to consent to security
prerequisites, an absence of secrecy, trustworthiness, and accessibility of data, a crumbling of
execution and nature of administration, and the presentation of consistence tests (ENISA, 2009, p.
28). A hefty portion of the heading cloud administration suppliers don’t acknowledge authority
regarding the data archived in their infrastructure, which implies that they additionally don’t
acknowledge any transference of danger (Cloud Security Alliance, 2009, p. 26). 4.5 Budgetary parts
of clouds The budgetary feasibility of cloud administration suppliers is a basic issue and ought to be
assessed as a major aspect of starting due ingenuity when acknowledging a move to a cloud
computing administration supplier, and on a progressing support (Cloud Security Alliance, 2009, p.
26). It is conceivable that in the short or medium term that some cloud computing services could be
ended because of intense or budgetary forces (ENISA, 2009, p. 30). Not just can administration
terminations affect cloud computing clients, yet downstream clients moreover (ENISA, 2009, p. 30).
The end of a cloud administration contract is the focus at which data is most at danger of data
misfortune since both the customer and supplier are diverted (Cloud Security Alliance, 2009, p. 32).
4.6 Deterrents and chance in Cloud Armbrust, et al. (2009) depicts accessibility of administration as
the most obvious deterrent to the development of cloud computing (p. 14). Administration of a cloud
computing administration by a solitary source makes a potential environment for a solitary purpose
of washout. As noted by Armbrust et al. (2009) this is on the grounds that regardless of the fact that
the outlet has various datacenters in diverse geographic locales utilizing distinctive network
suppliers, the specialist might have normal software infrastructure and bookkeeping frameworks, or
might go out of business through and through (Armbrust, et al., 2009, p. 14). In spite of the fact that
Armbrust, et al. (2009) accept few undertaking information technology infrastructures are
comparable to Amazon’s Simple Storage Service (S3) or Google’s AppEngine and Gmail, reported
multi-hour blackouts from both organizations underscore the danger that cloud computing issues can
and do happen (p. 14). In an alternate reported occurrence, [Link] endured a six hour
blackout in February 2008 (Leavitt, 2009, p. 19). Network execution can likewise be an issue for
clients who are spotted a long geological separation from the cloud supplier (Leavitt, 2009, p. 18).
Network dormancy and spread deferral are constrained by the speed of light, which is limited, and
are variables that are disregarded by engineers advancing cloud based applications (Smith, J., 2009,
p. 60). Without sufficient network execution, applications conveying over expansive separations can
ease off (Smith, J., 2009, p. 64). Cloud computing services are acknowledged on-interest, which
recommends a level of computed danger since resources of a cloud administration are distributed to
measurable projections (ENISA, 2009, p. 33). Despite the fact that virtual machines utilized as a part
of cloud computing effectively impart CPUs and fundamental memory, circle I/O imparting is more
risky (Armburst, et al., 2009, p. 17). Specifically, high execution computing applications and
transactional database frameworks might expedite execution flightiness or resource weariness. As for
high execution computing applications, Armbrust, et al. (2009) accept the issue with virtual
machines and working frameworks is that they don’t at present furnish an automatic approach to
guarantee all strings of a system run concurrently (p. 17). In a few applications transactional database
frameworks may not be suitable for the cloud, as getting extra computational resources is not as
straightforward as an enchanting overhaul to a greater and more influential machine on the fly
(Abadi, 2009, p. 2). Besides, Abadi (2009) contends that read concentrated expository data
administration frameworks are more fitting than transactional data administration applications for
organization in the cloud, as suppliers will be unable to offload data handling in a parallel way (p. 2).
As to data storage, Youseff, et al. (2008) contend that accessibility, adaptability and execution are
clashing objectives, as the necessities for each of these unique needs are thorough (p. 5). 4.7 Legal
Issues Entering into a concurrence with a cloud facilities supplier without first creating business
goals might bring about huge issues (Jericho Forum, 2009, p. 7). Gatewood (2009) states that cloud
computing is a significant instrument that is not going ceaselessly, however it’s an apparatus that
ought to be comprehended and administered (p. 36). As of now, there are no publicly accessible
principles particular to cloud computing security (ISACA, 2009 a, p. 9). Subsequently, associations
recognizing cloud facilities need to practice in profundity due ingenuity before the execution of any
understandings (Cloud Security Alliance, 2009, p. 27). The point when acknowledging a cloud-based
activity or checking on an answer set up, Gatewood (2009) suggests verifying a source’s inside
review process, in what way frequently it is researched by outer offices, the principles the outlet is
expected to remember, and whether it is interested in being inspected for consistence (p. 35).
Supporting consistence with security strategies and administrative necessities could be troublesome
to show (Cloud Security Alliance, 2009, p. 44). Gatewood (2009) watches that as specialists race to
improve and present cloudbased results, they might miss the point on incorporating the essential
records administration controls (p. 33). Gatewood (2009) states that normally the level of control
encompassing [an] application and substance climbs as the result comes to be more restricted and
particular to an errand or capacity. More summed up usage commonly have fewer controls
contrasted with profoundly particular focus results (p. 33). There are tests to leading reviews in the
nature’s domain. Reviewing cloud suppliers might be challenging and costly (Cloud Security
Alliance, 2009, p. 44). Supporting an outside review may be suitable, however a formal received
system and fittingly recognized extension is important (Cloud Security Alliance, 2009, p. 44).
Moreover, some cloud suppliers won’t permit consistence reviewers on location (Rash, 2009, p. 8)
4.8 Movability in clouds The perception is made that cloud suppliers might have a motivation to
avert (straightforwardly or by implication) the movability of their client’s services and data (ENISA,
2009, p. 24). While client bolt in may be magnetic to cloud computing suppliers, clients are helpless
to value builds, to unwavering quality issues, or even to suppliers going out of business (Armbrust, et
al., 2009, p 15). Furthermore, if clients develop disappointed with the administration or the outlet
goes under, data or applications will be reformatted to be moved, which could be perplexing and
exorbitant (Brandel, 2009, p. 24). Viega (2009) proposes that one propelling element for lock-in is
that specialists look to increase their prices. Douglis (2009) notes that notwithstanding needing to
have the capacity to move starting with one cloud supplier then onto the next without tragic
reimplementation, clients might likewise need to have the capacity to utilize different clouds without
a moment’s delay. As cloud computing is even now developing, very few clients have confronted
these issues yet (Kim, 2009). ENISA (2009) recognizes the potential misfortune of legislation as a
top security chance, as clients may cede control to cloud computing administration suppliers on
various issues that may affect their security, mission, and objectives. Consistent with the Cloud
Security Alliance (2009), businesses are defenseless when they endow their data to an unbiased
gathering, and numerous things can happen. For instance, Ryan (2008) alerts that non-information
technology staff inside the client’s association could effortlessly damage administration strategies by
moving touchy client data into the cloud. 4.9 Public vs. Private clouds The mix of the hardware and
software in a data focus is alluded to as a cloud. The contrast between private and public clouds is
reliant on where is the cloud conveyed. A public cloud is offered as an administration, ordinarily
over an Internet association, while private clouds are conveyed inside the firewall and supervised by
the client’s organization (Chang, 2010). Both sorts of cloud computing infrastructure offer extremely
special encounters and capacities to the closure client. Public clouds normally charge an expense that
is dependent upon what number of computing resources a client expends (ordinarily called a
computer unit), dispensing with the need for clients to arrange far ahead for provisioning resources
(Weiss, 2010). Clients can scale the computing proficiencies of a public cloud to suit their
prerequisites on-interest and won’t have to buy unmanageable information technology hardware.
4.10 Cloud outages FEDERICA is a European venture began in January 2008 that made an
adaptable, extensive, clean slate, infrastructure to underpin probes Future Internet. The key design
standard is virtualization both in computer frameworks and in network gear and circuits. The task
cuts its substrate to offer virtual infrastructures (cuts) made of computing components and network
resources to researchers. The client might completely design the resources, incorporating the cut
topology. The cuts could be seen as cloud infrastructures, summing up the thought of cloud
computing and upgrading that of Infrastructure as a Service. An area explains on the primary open
issues: reproducibility, resource portrayal, screening and mapping of virtual resources to the physical
substrate. [Link] commences the Year of the Cloud Outage: As [Link]’s Thomas
Wailgum reported in January, [Link] languished an administration disturbance over about
an hour on Jan. 6 because of a center network unit coming up short due to memory designation
blunders. Amazon S3 storage administration knocked out: We really need to do a reversal to summer
of 2008 to find scope of the last major Amazon S3 cloud network blackout, which kept going for 7 to
8 hours and emulated an alternate blackout prior a year ago brought on by an excessive amount of
verification demands. Andrew Scott, [Link] on March 17, 2009 quoted that cloud computing
for money firms states that At the most essential level the acquirement of a cloud administration is
similar to any viable, and firms must evaluate the operational danger and consistence suggestions as
they do any possible item. Shortcomings that may be connected with a cloud administration and
which might warrant specific consideration incorporate security, limitations on access to data (if by
the firm or controllers), connectivity and the company’s capacity to recover data and exchange to an
elective result at the close of the administration. This is not to say regulations will undermine cloud
computing yet rather firms will give careful consideration to the need for controls that will serve to
avoid framework and process washouts, or to execute measures that will empower incite correction
of an issue and prolongation of operations in the occasion of a blackout.

Cloud Infrastructure Market in India (2019 to 2024)

source:

(February 21, 2020 01:00 PM Eastern Standard Time

DUBLIN--(BUSINESS WIRE)--The "Cloud Infrastructure Market in India 2019" report has been
added to [Link]'s offering.)

The cloud infrastructure market in India is estimated to expand at a compound annual growth rate
CAGR of ~23.61% during the forecast period (2019-2024) and will reach a value of INR 196.46 Bn
by 2024.

Cloud infrastructure refers to the back end components (servers, network devices, Ethernet switches,
and storage) that supports cloud computing services. Businesses across all industries are leveraging
the benefits of cloud infrastructure to enhance efficiency, Reduce server and storage costs, and
incorporate flexible work practices. Based on the deployment type, public cloud holds over 66% of
the total market share, in 2019.

The growing adoption of new-age technologies such as Big Data, analytics, artificial intelligence
(AI), and the Internet of Things (IoT), along with favourable government initiatives are propelling
 the growth of the Indian cloud infrastructure market. Government initiatives such as DigiLocker,
MeghRaj, and Cloud vision for India 2022, among others, have supported the growth of the cloud
infrastructure market and established India as a global hub for cloud computing, content delivery,
and data communication services.

Key influencers of the market:

 According to a study conducted by StartupBlink (global start-up ecosystem map and research
center), India has moved its position at 37 in 2018 to 17 in the Startup Ecosystem Ranking for 2019'.
Owing to support from the government's Startup India Initiative, availability of skilled IT personnel,
and easy access to government funds, India has become a popular destination for start-ups. In the
Indian cloud ecosystem, start-up companies act cloud service consumers (like Ola Cabs, OYO Hotels
and Homes, Bigbasket), as well as a cloud service providers (such as Practo, Knowlarity
Communications, and Freshdesk, among others). Hence, the increasing number of start-ups are
driving cloud adoption, which as a result is driving the growth of the cloud infrastructure market.
 Emerging technologies, especially IoT and AI has enabled growth in the cloud market in
India. Cloud computing is the principal force that enables companies to tap into AI capabilities.
Using cloud infrastructure, companies store, manage, and analyze the massive amount of data that
are required for AI applications. Similarly, IoT connected devices including connected cars, and
smart home appliances use cloud-based infrastructure to communicate and store information. Thus,
this symbiotic relationship between IoT, AI, and cloud infrastructure is anticipated to propel the
market growth.
 Over the past few years, India has been witnessing a significant increase in cybercrime and
data breaches. Concern regarding managing sensitive and confidential information has restrained
many enterprises to opt for cloud-based services. Consequently, data security and privacy remain the
key challenge limiting the growth of the market.

Competitive insights:

India's cloud infrastructure market is highly fragmented that is proliferated by both global players
(like Amazon and IBM) and domestic players (like Tata Consultancy Services and Wipro).
Companies are expanding their target market by investing in setting up new data centers and
upgrading their existing data centers in India. Moreover, owing to the importance in understanding
customer requirements and ease of deployment process, the role of channel partners (Cognizant,
Mindtree) in the cloud ecosystem is also rising.

List of Indian Companies Using AWS Web Hosting Services:

Company Name Service Used

1 Snapdeal AWS Cloud

2 Infibeam AWS Cloud

3 Indiarush AWS Cloud

4 Craftsvilla AWS Cloud

5 Myntra AWS Cloud

6 [Link] AWS Cloud

7 [Link] AWS Cloud

8 Shoppers Stop AWS Cloud

9 [Link] AWS Cloud

10 Paytm AWS Cloud

11 Firstcry AWS Cloud

12 Bookmyshow AWS Cloud

13 TataCliq AWS Cloud

14 Limeroad AWS Cloud

15 Yepme AWS Cloud

16 Pepperfry AWS Cloud

17 Reliance Trends AWS Cloud

18 Peter England AWS Cloud

19 [Link] AWS Cloud

20 IndiaMart AWS Cloud

21 Justdial AWS Cloud

22 Hotstar AWS Cloud
 [Link] Methodology

Problem Statement

A Problem Statement should fit the specifications and meet the standards set by the examining
institution. It should also provide clear link to the relevant literature and fresh insights into the
chosen topic.

The research question of this dissertation is defined as: What are the factors that influence the
adoption of Cloud Computing on SMEs in India with a specific focus on Amazon customers?

The focus will be on Amazon’s customers from ICT segment in India. Theory of Cloud computing
will be reviewed to discuss what makes organisations adopted it.

Research objectives:

Research objectives should be clear, specific statements that identify what the research process seeks
to achieve as a result of doing the research. Research questions also add an element of precision to
research questions. With this in mind, the researcher defines the following objectives:

1. To understand the reasons by which SMEs adopt cloud computing into their business.

[Link] study the level of Adoption & Implementation of Amazon Cloud.

3. To identify the key factors before and after the purchase that drives a better adoption.

Sampling plan:

Sample size:

49

Sample Unit:

Consumers from different age groups, gender, locations, income Levels and educational backgrounds
Sampling Method:

Non-Probability Convenience Sampling

Data Collection:

Primary

Nature of a population:

All the employee of IT industry.

Research Instrument:

Questionnaire was used as a means of Data Collection and as a research instrument.

The Questionnaire was mainly consisting of different kind of question which is as follow.

Single Choice Question and Multiple-Choice Question

Research Limitations :

All the respondent are the employee from different IT industry I could take response from 49
employee.

Tools:

SPSS , Google Forms

 [Link] ANALYSIS

Amazon VPC…… Amazon Virtual Private Cloud is a commercial cloud computing service that provides users a
virtual private cloud, by "provision[ing] a logically isolated section of Amazon Web Services Cloud".

Amazon Cloud Front……. Amazon CloudFront is a content delivery network offered by Amazon Web Services.
Content delivery networks provide a globally-distributed network of proxy servers which cache content, such
as web videos or other bulky media, more locally to consumers, thus improving access speed for
downloading the content.

Amazon RDS…… Amazon Relational Database Service is a distributed relational database service by Amazon
Web Services. It is a web service running "in the cloud" designed to simplify the setup, operation, and scaling
of a relational database for use in applications.

Amazon EC2…… Amazon Elastic Compute Cloud is a part of [Link]'s cloud-computing platform,
Amazon Web Services, that allows users to rent virtual computers on which to run their own computer
applications.

Amazon S3……. Amazon S3 or Amazon Simple Storage Service is a service offered by Amazon Web Services
that provides object storage through a web service interface. Amazon S3 uses the same scalable storage
infrastructure that [Link] uses to run its global e-commerce network.

Out of 49 respondents 23 are female and 26 are male

Out of 49 respondent 22 are coming between 20 to 30 year age ,20 are coming between 30 to 40 year
age and 7 are above 40 year age.
Out of 49 respondent 15 are business analyst,14 are IT manager ,11 are software engineer and 9 are system
admin.
Amazon relational database service are preferred by 32.7% , then Amazon virtual private cloud
(VPC) and Amazon cloud front preferred by 18.4% ,Amazon elastic cloud compute(EC2) is
preferred by 10.4%
49% respondent has given their response to standalone application to support specific need and 40.8%
respondent has given response to part of strategic effort .
32.7% respondents said that their company definitely will continue to use [Link] and 8% said that
their organisation probably will continue this [Link]
42.9 % respondent have given outstanding performance of the [Link] for their particular
organization.
36.7 %respondents said that their organization are satisfied by using this [Link]
18 respondent said that they get return on investment in 12 to17 month

8 respondent said that they get return on investment in 18 to 24 month

2 respondent said that they get return on investment in 24 month

5 respondent said that they get return on investment in less than 6 month

16 respondent said that they get return on investment in 6 to11 month

42.9 % respondent get 50% to 74% return on their investment

12.2% respondent get 75% to 99% return on their investment

22.4 respondent get 25% to 49% return on their investment

10.2 respondent get less than 24 % return on their investment

34 respondents are agree to full agree on Enhance sales revenue of their organisation

31 respondents are agree to full agree on Enhance customer satisfaction of their organisation

33 respondents are agree to full agree on Increase customer loyalty of their organisation

31 respondents are agree to full agree on Win new customer by their organisation

29 respondents are agree to full agree on improve customer retention by their organisation

28 respondents are agree to full agree on improve customer service by their organisation

23 respondents are agree to full agree on reduce operational cost by their organisation

34 respondents are agree to full agree on improve data quality by their organisation

29 respondents are agree to full agree on increase upsell opportunities by their organisation
Objective1 : To understand the reasons by which SMEs adopt cloud
computing into their business.

Findings:
Objective 2 : To study the level of Adoption & Implementation of
Amazon Cloud.

Findings:
As We observed before that, out of 49 respondents, 16 are using RDS cloud service, which is highest
among others, so as per these cross tabulations out of 16, 8 respondents are using it as a part of
strategic effort, 7 are uses as a standalone application. Second highest cloud services are Amazon S3
with 10 respondent , out of them 7 uses it as a standalone application. Amazon loud front and Virtual
private (VPC) are uses by 9 respondent each, where implementation methods of both the services are
almost equal. Only 5 respondents are uses amazon EC2 services for strategic efforts.

Objective 3: To study the Post Purchase Evaluation.

Findings:
Hear Majority of Respondents believes that Amazon Cloud Front services Possibly take 6 to 11
months and sometimes 12 to 17 months for ROI , Majorly EC2 service could take time up to 12-17
months , Majority participant who uses RDS as a service believes that it could take 12-17 or 18 -24
or 6 – 11 months for ROI. Majority participant who uses S3 as a service believes that it could take
12-17 or 18 -24 or 6 – 11 months for ROI. Majority participant who uses VPC as a service believes
that it could take 12-17 or 6 – 11 months or 6 months or less for ROI. Here we can state that VPC
service is the one who possibly give ROI within 1 to 11 months.
Findings:
Majority of amazon cloud service give 50% to 74% of ROI, followed by 25% to 49%. Here We can
observe that RDS service which are favourite among 49 participants, also have highest Respondents
who gets ROI between 50% to 74%. Amazon Cloud Front’s ROI fall between 25% to 74%, EC2 can
give ROI between 50% to 99% which is the best and high result we have observe so far. S3 and VPC
services majorly Give ROI between less of equal 24% to 74%.
Findings:
Majorly 18 and 16 respondents get ROI within 12 to 17 months and 6 to 11 months of time frame
respectively which is 34 out of 49 total respondents. Majorly 21 and 11 respondents get ROI up to
50% to 74% and 25% to 49% respectively which is 32 out of 49 total respondents.
 Conclusion:

Cloud computing is a blessing to the mankind. It has the potential to deliver benefits to India
especially in SMEs sector. India is currently facing many economic challenges and there is a lack of
infrastructure, but they have been trying to prove their ability to place it in global cloud computing
map. It can also be seen from the primary and secondary research that the successful adoption of
cloud computing is possible if there is a proper training, rewards and recognition among the
employees. Amazon cloud services give competition advantage to companies and their clients in this
era, to fulfil this, Amazon provides wide range of cloud services which are able to satisfy different
requirements with different implantation methods to their clients, the factors like total ROI and the
time it takes are dependable on different services and methods used by different company. In cloud
computing Amazon is becoming more strongest competitors satisfying full to their customer and
give a full of accepted service. It is crucial for organizations and providers do what is necessary to
help users to adapt, give them training and support and in return make the employees use the system.
Companies need to make it a part of their business, not just a standalone solution. This study proves
that cloud technology will continue to grow in the future.

.
Bibliography:
[Link]

[Link]

[Link]

[Link]

[Link]

[Link]
ew_in_a_Maturity_Model_Perspective
 Annexure – Questionnaire

Hello , I am an MBA student doing research project on topic "Adoption of Cloud Computing by SMEs
in emerging markets " and as a experience of your work in IT industry ,please help me to fill my
questionnaire to get final conclusion.
Thanks and Regards

1. Gender
( ) Male ( ) Female

2. Age
( ) 20-30 years
( ) 31-40 years
( ) +40 years
 3. Job Positions
( ) IT Manager

( ) Software Engineer

( ) Business Analyst

( ) System admin

4. Which best describes your primary involvement with [Link]?

( ) Amazon Elastic Cloud Compute (EC2)
( )Amazon S3 (Simple Storage Service)
( )Amazon Virtual Private Cloud (VPC)
( )Amazon CloudFront
( )Amazon Relational Database Services (RDS)

5. How likely is your company to continue to use [Link] in the

future?
( ) Definitely will
( ) Probably will

( ) Probably will not

( ) Definitely will not
( ) Don’t know

6. What are your current plans for your [Link] deployment

over the next 12 months?
( ) Increase users by over 50 percent
( ) Increase users by 1 to 50 percent
( ) About the same

( ) Decrease users by over 50 percent

( ) Decrease users by 1 to 50 percent
( ) Don’t know
7. Is your [Link] implementation a standalone application to
support a specific need or part of a strategic effort in your business?
( ) Standalone application
( ) Part of a strategic effort
( ) Don’t know

8. Please rate the [Link] user interface. Using a scale from 1 to 6

where 1 is Unacceptable and 6 is Outstanding.
( ) Outstanding

( ) Unacceptable

9. Please rate your overall satisfaction with [Link]. Using a scale

from 1 to 6 where 1 is completely dissatisfied and 6 is completely
satisfied.
( ) Completely satisfied

( ) Completely dissatisfied

10. What is the estimated time it took you to achieve return on

investment from your [Link] investment?
( ) 6 months or less

( ) 6 months to 11 months
( ) 12 months to 17 months
( ) 18 months to 24 months
( ) 24 months or more

11. What is the estimated return on investment has your company

received from [Link]?
( ) 24% or less
( ) 25% to 49%

( ) 50% to 74%
( ) 75% to 99%

( ) 100% or more
( ) Don't know
12. Has the [Link] service helped you to achieve your
business objectives? Please select Yes or No.
( ) Enhance sales revenue

( ) Enhance customer
satisfaction

( ) Increase customer
loyalty

( ) Win new customers

( ) Improve customer
retention

( ) Improve customer
service

( ) Reduce
operational costs

( ) Improve data
quality

( ) Increase up-sell
opportunities ( ) Increase
marketing effectives