Selling the Cloud Sublime - To the Cloud: Big Data in a Turbulent World - page 96

Private research irms are careful to deine themselves as independent
sources of objective information that businesses and governments should
ind valuable enough to purchase, even when the price is steep. In 2009
Deloitte focused its research attention on cloud computing with a report
whose cover sported various types of clouds, each in different weather,
appropriate to a document subtitled “Forecasting Change.” From the start,
it distinguished the report from promotional material, even as it made
an explicit promotional pitch for the cloud: “The goal of this brochure
is to enable 'hype-free' discussion on cloud computing and align actors
around a common understanding. We hope that, like us, you will be
convinced of the compelling power of cloud computing, not just because
of its advantages, but also by understanding the risks it entails, and what
can be done to address these” (Deloitte 2009, 3). Even as it aims to avoid
hyperbole, Deloitte wishes to convince readers of the cloud's compelling
power. The report quickly leaves one wondering about the deinition of
“hype-free” because two pages later it declares without qualiication that
“Cloud computing will be the next technological disruption to transform
enterprise IT delivery and services” (ibid., 5). The report itself is more
nuanced, but nevertheless is consistent when it comes to one central theme
that unites most reports like this: inevitable growth. Here is a representa-
tive assessment: “Many experts state that the cloud market will drastically
expand in the coming years. For the 2008-2013 period, Gartner predicts
an impressive growth of the Cloud computing market from 9.1 to 26.6
billion USD, which represents a CAGR (compound annual growth rate)
of 24% (these numbers exclude revenues derived from Cloud-based adver-
tising)” (ibid., 29). These are strong numbers for an industry that is just
getting started, but using the authority of another private research irm,
Deloitte is convinced that the cloud will expand signiicantly. And if we
need a reminder, the report summarizes its key points (ibid., 34):
• Economic,technological,andsocialfactorsfavorcloudcomputing
growth
•Industrytrendsshowsigniicantive-year,worldwidegrowth
•Customersurveysindicateahighlevelofinterestincloudcomput-
ing by IT stakeholders
•Withmanyorganizationsstartingtobeneitfromthecloud,
companies of all sizes should evaluate its potential it