Clear away the fog

Building on the cloud opportunity may be easier if communications are clearer, says Marcus Jewell

Ultimately, our business is about enabling communication and information-sharing. This may seem ironic, given that much of the debate on cloud is unclear, undefined or even contradictory.

If you ask 10 professionals, you will probably get 10 different definitions of cloud.

Yet I believe that the majority of customers is embracing cloud services. A good number may not not deploying the technology widely yet, but some are selecting cloud offerings for non-critical, day-to-day operations. So there is clearly demand.

However, a large portion does not have an active dialogue on cloud with third-party IT providers. I have read that some say it is because suppliers have not raised the subject of cloud with them. That's contrary to what I hear the channel saying, so what is going on?

Some VARs and systems integrators may be targeting customers with certain kinds of cloud opportunities. They believe that demand is driven by a desire to cut costs and deliver better efficiencies across the datacentre.

I believe that customers really want bullet-proof, cloud-enabled infrastructures that offer flexibility and agility to expand and adopt new applications as required.

Customers are looking at email services, backup, web hosting and collaboration as suitable for cloud. It seems, though, that the channel is pushing backup and recovery, storage and business intelligence.

And the notion of public versus private cloud is muddying the water even further. VARs and SIs may think they are talking cloud, but often the customer isn't on the same wavelength, or even having the same conversation.

There is quite enough confusion, fear and doubt around cloud services already. Yet cloud can deliver significant benefits, and offer flexibility and resilience for customers.

Resellers should be wary of simply spouting hot air on cloud, as the real opportunity could be lost.

The door is open for the channel to provide support, services and advice on cloud, and develop the growing revenue streams that this opportunity presents.

VARs need to confirm which cloud model is best for their customers. This means looking into business processes, security and understanding the pressures, legislative requirements and regulatory frameworks.

For some, cloud computing – defined as private cloud infrastructure – is better than cloud services offered and managed by a third party, such as SaaS or PaaS. But this also depends on what the customer wants in the cloud, and what must be kept behind a firewall.

Understanding what the word cloud means to customers, and helping them make their way through the minefield of hyperbole, is also key. Working through the challenges together could even strengthen the bond between adviser and customer.

Marcus Jewell is UK and Ireland country manager at Brocade