Cloud computing is an emerging trend within the IT market that is currently receiving a considerable amount of attention from both the media and technology vendors alike.
The benefits behind this evolution in connected networks are numerous, and in principle, should facilitate considerable change to multiple sectors via dynamic offerings such as SaaS (software as a service), and basic public cloud services such as Google Docs and Dropbox.
Despite this, distributors and distribution channels have remained tight-lipped regarding what many perceive to be a miraculous turnaround within the technological landscape. Plainly put, this can be attributed to a distinct lack of commercially viable cloud-based models that can be taken to market at this time.
Within the IT community, the strongest support for cloud offerings and the concept of cloud computing is currently being vocalised by vendors beginning to roll out these services. Naturally, as is common to many marketing strategies, these organisations are using significant resources to build a 'buzz' around the incoming cloud computing model.
This includes the mobilisation of the media as an early delivery method to the public. Many IT-based publications consistently conduct interviews and write articles based on the emergence of cloud within IT, and how it is expected to completely revolutionise the way in which the general public relates to information.
Despite this, cloud computing is yet to truly arrive. From a distributor perspective, there is currently a total lack of 'on the shelf' cloud-based offerings that can be presented to retailers. At present, cloud computing in the manner it is being frequently referred to is a concept which is yet to reach fruition.
This can be likened to the development of VOIP systems in the beginning of the 21st century. Although this technology was inherently imbedded within network infrastructures of the time, both vendors and the media made an enormous effort to promote PABX instalments as the next evolution in human communication.
The reality, however, is that when VOIP had reached a level of technological maturity required to deliver retail-based offerings, it captured only a portion of the market. Although voice over IP is popular within large organisations today, it accounts for a relatively small portion of the overall consumer and business share.
Cloud computing is following a similar trend. Although the benefits behind this technology cannot be denied, there should be a healthy level of questioning placed behind just how influential it will become in the long term.
A good example of cloud's current inability to provide basic, take-to-market packages lies within the SME sector. It seems unlikely that in two years from now, a small medical practice will operate solely through a network-based cloud infrastructure. Although parts of the business may depend on public cloud offerings, at present there are no viable offerings that cater to this market and make an argument for moving the organisation's entire infrastructure into the hosted environment.
This does not mean the cloud model will fail to be widely adopted. Within the big business environment it already holds numerous benefits for organisations within the data centre and core IT responsibilities.
As a result, the most attractive space for distributors to currently focus on lies within the enterprise space. At present, large capital investment is currently being made into opening up cloud services within the data centre - resulting in new opportunities for vendors and suppliers alike to cater to these needs.
The concept of 'on the shelf' cloud-based services, however, is one which may never materialise in the manner many are expecting. For this reason, it may be wise to readjust the expectation currently placed behind cloud computing in favour of allowing this technology to grow organically.
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