Cloud Computing use in Business : Tactics & Beyond
Cloud services increasingly are being offered for companies at different levels—from server and storage, to applications such as e-mail or office programs, even to specialized applications. Instead of operating their own data centers, businesses can consume and pay for services as needed. Growth rates in the high double digits document the interest in this option. Cloud revenues in the enterprise sector are expected to quadruple to about $11.4 billion by 2015.
The consumption of cloud services promises greater flexibility in the face of changing needs compared to investing a company's own resources in planning, implementing and operating technology themselves. Anyone who has seen the reaction of a CIO when told that more than 200 additional users need to access an application or server will understand the more tactical business drivers for cloud. Although cloud services provide an easy and cost-effective way to scale quickly and gain additional resources, CIOs are significantly missing out on the true potential of cloud computing if they limit their perspective to this use. Separating access to IT resources from their physical location enables companies to finally cash in on the promise to focus on and involve the user by supporting new and innovative forms of collaboration.
Apple established a cloud-based ecosystem around its iPhone business. The company itself provides an excellent end-user device and an appealing marketing and payment platform through which the consumer can access applications for the iPhone. Apple then allows application developers to share in the success without having to deal with the nuisance of running an online shop organizing payment transactions. Apple supports these activities through its online App Store and iTunes platforms—and makes money in the process.