The term “cloud computing” isn’t something that any company can lay claim to, and it’s something that most providers can’t accurately define, or at least define in a way that both makes sense and is agreed upon by other providers in the industry. Nonetheless, this confusion hasn’t stopped the rampant growth of cloud advertising, with billboards and banners springing up in high-traffic areas across the USA and Britain and companies like Salesforce buying ad time at the Super Bowl in order to promote their new cloud services.
As the cloud – both public and private – gains traction among SMBs and large companies alike, the opinions of end-users have started to matter. SaaS options have sprung up to replace legacy internal systems and suddenly there’s an SaaS for just about everything, overtaking some of the most established options in the IT world. Amazon went ahead and created Amazon Web Services and quietly turned that into a billion-dollar a year business, and Microsoft it getting its feet wet by both developing partnered and public cloud options as well as their own proprietary cloud technology.
Now, companies are coming to realize that no matter where they stand in the IT spectrum, they’re going to need to offer some sort of cloud service to compete. This has resulted in the use of “cloud washing” by some companies in order to convince consumers at large that they can provide cloud services, even if these services are not particularly broad or deep. While this is a concern among some IT pundits, the hope is that the average consumer end-user will have enough empowered information to read through the hype on the billboards and find the options that are functional and effective.
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