Hot Vapor

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By Merrill R. (Rick) Chapman, Softletter Editor

There is nothing new about the “Cloud.” The “Cloud” is simply a synonym for “Internet.” You can tell this by applying this simple test.

Say you are an “Internet” company to someone. Now, what do they actually know about what the company does?

Nothing. They don’t know if the firm hosts, build apps, competes in B2B vs. B2C, provides platforms, is a social network, etc., etc., etc.

Now substitute “Cloud” for Internet. Say you are a “Cloud ” company to someone. Now, what do they actually know about what the company does?

Nothing. They don’t know if the firm hosts, build apps, competes in B2B vs. B2C, provides platforms, is a social network, etc., etc., etc.

I’ll make your brain work harder.

Say you are a SaaS company. I now know the company deals with applications accessed remotely, usually via a web browser (our SaaS Report has breakdowns on browser access vs. thin clients vs. terminalization etc).

Say you are a PaaS company. I now know the company deals with developing applications accessed remotely, usually via a web browser (our SaaS Report has breakdowns on how many SaaS companies are committing to PaaSs, what platforms they are evaluating, etc.).

Say you are an IaaS company. I now know the company deals with providing infrastructure/web hosting for SaaS firms, PaaS firms in some cases, and possibly any company that needs to mount a website (our SaaS Report has breakdowns on how many SaaS companies are managing their infrastructure internally vs. outsourcing, virtualized vs. physical usage, etc.).

I can do this. I can add the word “Cloud” in front of each of the above, and have seen numerous examples of the following:

I sell Cloud SaaS (sometimes Cloud apps).
I sell Cloud PaaS.
I sell Cloud IaaS.

The word “Cloud” neither adds nor subtracts any information. If I use the term “Internet” the word neither adds nor subtracts any information (unless you are a time traveler from the 60s and earlier and have no cultural reference to or knowledge of the Internet).

This is how you identify a marketing buzzword in its purest, most meaningless form.

Which doesn’t mean the buzzword doesn’t become very popular and prevalent. Especially in high-tech, which features copious numbers of geeks beating themselves bloody over the evils of marketing while simultaneously falling over themselves to adopt every new acronym, buzzword, and hot new trend.

Such is the way of the world!

BTW, if you want to see stats on all the points I just referenced, the following links provide them:

Voice

http://www.anymeeting.com/softletter/EA51DD858449

Slides

https://softletter.com/LinkClick.aspx?fileticket=cBnzq7AdO7M%3d&tabid=159&mid=741

Cloud = Vapor.

But HOT vapor!

BTW, here’s a perfect example of what I mean by Hot Vapor; this just came into my inbox. A perfect example of “Cloud Washing.”

+++Splunk CIO, Doug Harr, to Speak at THINKstrategies’ Cloud Analytics Summit

Leading Technology Executive Will Present Views About Capitalizing On Today’s Powerful, New Cloud Analytics Capabilities

Doug Harr has been in the forefront of the migration to Cloud-based, Software-as-a-Service (SaaS), Infrastructure-as-a-Service (IaaS) and Platform-as-a-Service (PaaS) solutions over the past decade, leading IT organizations at a number of leading companies such as Ingres Corporation, Portal Software and Hewlett Packard.+++

Notice that to actually establish Doug’s bona fides, you have to use words and phrases that have some meaning, i.e. IaaS, PaaS, SaaS. Notice that if I substitute the word “Internet” for every occurrence of the word “Cloud,” the meaning of the paragraph and text does not change in the least.

I rest my case.

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