Yesterday Avanade announced the results of a global study of more than 500 senior business and IT executives regarding their understanding, views and intentions for cloud computing.
The term cloud computing is confusing, and the noise level is deafening. But cloud is also a disruptive force and it isn't going away. Avanade believes there is a strong business opportunity as companies look to cloud computing to improve their business performance.
Unlike Dell, we have no plans to try and copyright cloud computing. However, this level of industry silliness made the task of trying to carve out a unique position on cloud computing all the harder.
Back in October 2008, I discussed with our PR team and agency partners this very challenge. As we evaluated the types of discussions taking place in the media and among vendors (Larry Ellison's rant in Sept. 2008 is classic), we realized there was an inordinate amount of debate about what cloud is and what cloud isn't. We knew we couldn't win this debate, nor would we want to. It provides little value to companies grappling with serious questions about how to leverage cloud computing to affect a business outcome.
So we applied PR 101 -- change the debate.
What we didn't see in fall and we still don't see much of today is any substantive discussion about what cloud enables -- what's the business value of cloud computing.
Bingo. We felt we landed on something no one else was discussing. And in the process, we believe we have been able to carve out some competitive differentiation on a fast-moving, fast changing technology trend.
Time, of course, will tell if we were successful, but the research results certainly has garnered some positive responses from analysts and press and served as a great launchpad to continue the discussion.
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