When Eric Schmidt, Google CEO, started a few years back to tell everyone a focus on the cloud, the term was not defined (until then it was a regularly used symbol on network charts). That was a great moment for many marketers in the industry. Finally someone came up with a cool non-IT word into the IT world. And those marketers started to tell cloud stories – in all flavors, matching their own organizations portfolio and not a concept – as there was none. And because of these different flavors of stories, the market got confused about what cloud really means (this confusion is still there).
Now – there is high interest in the cloud and cloud starts to deliver good value to organizations – but the term itself is too broad to survive, it is connected to too many values, it means too many things to too many people. This to me could result in a potential sunset for the term cloud – in fact some service provider’s marketers plan already campaigns beyond the cloud. Maybe it is now the right time to think about the value cloud generates; and describe those with new terms and offerings.