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Cloud Computing and the Emerging Market

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Cloud Computing for Enterprise Architectures

Part of the book series: Computer Communications and Networks ((CCN))

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Abstract

The aim of this chapter is to review the range of emerging ‘cloud’ ­marketing alternatives from dedicated private communication solutions to multi-tenanted public solutions. Cloud computing is a global trend which promises to be the single biggest growth area in ICT. Current estimates are that by 2020, approximately 14% of all digital information will be stored in the cloud. Organizations look at cloud computing as a utility to lower ICT costs and boost effectiveness and are seek to move from fixed capital expenditure investments to variable operating expenses, using these resources to withstand seasonal peaks and for improved shareholder value.

Cloud vendor organizations are developing, so they are well placed to take advantage of this technology trend and the anticipated market growth. This requires investing in leading software and virtualised hardware so as to offer customers ­security, speed, lower costs and service reliability over high-performance networks. Cloud computing is an evolving market opportunity for both customer and cloud vendor alike. However, in the development of cloud-marketing strategies and campaigns, there are significant risks for both vendor and consumer. These are discussed in this chapter.

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Authors and Affiliations

  1. Graduate School of Business and Law, RMIT University, Melbourne, Australia

    J. Doug Thomson

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  1. J. Doug Thomson
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Correspondence to J. Doug Thomson .

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Editors and Affiliations

  1. School of Computing, University of Derby, Kedleston Road, Derby, DE22 1GB, United Kingdom

    Zaigham Mahmood

  2. School of Computing, University of Derby, Kedleston Road, Derby, DE22 1GB, United Kingdom

    Richard Hill

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© 2011 Springer-Verlag London Limited

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Thomson, J.D. (2011). Cloud Computing and the Emerging Market. In: Mahmood, Z., Hill, R. (eds) Cloud Computing for Enterprise Architectures. Computer Communications and Networks. Springer, London. https://doi.org/10.1007/978-1-4471-2236-4_13

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  • DOI: https://doi.org/10.1007/978-1-4471-2236-4_13

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  • Publisher Name: Springer, London

  • Print ISBN: 978-1-4471-2235-7

  • Online ISBN: 978-1-4471-2236-4

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