Is Cloud Computing Bringing us Back to the Future?

ThoseinMedia, a web site where media professionals connect and blog, has a group on the social networking site LinkedIn where it promotes itself as "THE group for Media Professionals." Its membership includes people working in social, online and broadcast media, advertising sales, PR, SEO and pretty much every other media category you can think of. It's a popular LinkedIn group with thousands of members and as you'd expect, its members are highly engaging. If you work in media and you're not a member, you'll be doing yourself a favor by checking it out. In the spirit of full disclosure, I'm a member.

Exactly three weeks ago, an online marketing and social media strategist for a U.K. provider of domain names and Internet services -- GroupNBT -- posted an open ended question to the ThoseinMedia group on LinkedIn: "Cloud Computing - What's your take on it?"

Three weeks later, group members continue to post responses to Francois Hotte's seemingly innocent question -- though the question isn't that innocent since Hotte's company sells a "Virtual Private Server" which, he says, is a "similar product to Cloud computing." Ok, so he's selling a bit, but I give him credit for engaging the group's membership on a very interesting topic.

What's really interesting to me is that responses to the question are coming from all corners of the world and from a broad range of industries and professional disciplines; and from the very young and the not-so-young. If it takes a discussion of cloud computing to get Gen Y talking with Baby Boomers, then it's a good thing.

One year ago, McKinsey&Company published "Clearing the Air on Cloud Computing" and in it claimed there are 22 separate definitions of the cloud. One year later, and based on some of the opinions reflected by ThoseinMedia group members, it isn't clear if we're any closer to a unified definition. But what is clear and what is important is that the discussion around cloud computing is at a fever pitch. It's become a lightening rod for some of the most stimulating and provocative thinking in technology in recent memory and marketers and communicators everywhere are spending cycles trying to help their customers find clarity in the clutter.

I hope the thread on ThoseinMedia continues. If we keep working on it together, I bet we get to the point where we can agree on what cloud computing is.

Here are a few of my favorite comments from the thread:

"Like many others I hate the term 'cloud computing'. It's BS. The cloud is just the internet."

"I've seen EMC cut huge checks for not being able to protect and serve remote data. IBM shovels cloud computing services like they're going out of style, and they're no experts either."

"The term 'Cloud Computing" may have a marketing connotation, but its widespread adoption by companies offering web-based applications means the 'cloud,' as it were, really is different than just the plain-old Internet."

"The simplest cloud computing I use is zumodrive. It is easy to use and it allows me to access my files regardless of where I am."

"Cloud is not the internet...What Cloud is, is the business model that takes virtualization and makes it a profitable opportunity for infrastructure providers on a 'one to many' basis -- build it once and sell it to many uses."

"Think of the Cloud Server as the mainframe, and each computer connected to it as a 'smart terminal' capable of processing its own data. ...Today's Cloud Computing almost brings us full-cirlce, back to the mainframe-terminal relationship."

"With iPhones, iPads and other devices like these for on the go and on the spot information, 'Cloud computing' is only going to increase. Welcome 2010 (grin)."

And this one from the head of a NYC-based marketing and advertising firm: "With all due reverence to the interesting insights offered above, I would just like to point out that the term 'cloud' in 'cloud computing' is a decades old reference to the original cloud-like diagrammatic representation of Public Switched Telephone Networks."

Is that really true?

Cloud Computing: Risk and Value are Two Sides of the Same Coin

For every report that comes out with research pointing to cloud computing as the new IT panacea for enterprises, is a report with an opposing point of view.

The "he said, she said" nature of some of these reports is reminiscent of the early days of "SNL" and the "Point-Counterpoint" parody made famous by Danny Akyroyd and Jane Curtin. "Jane, you ignorant, misguided ...." .."Dan, you pompous ...."

Ok, perhaps the landscape isn't that contentious -- at least, not yet.

The latest report highlighting the unease many senior IT execs have with cloud computing comes out of ISACA, a U.S.-based organization for information governance, control, security and audit pros. It boasts 86,000 members in 160 countries, so its influence is far and wide. The ISACA tackles the cloud computing question in its first annual ISACA IT Risk/Reward Barometer survey and examines the results in a white paper it collaborated on with the Cloud Security Alliance. Of the 1,809 U.S.-based IT survey pros who took part in the survey, many work for Fortune 500 companies across engineering, financial services, education and health care. And most, apparently, are far from ready to take the cloud computing plunge.

Two key findings:

• only 10% of respondents' organizations plan to use cloud computing solutions for mission-critical IT services, and


• one in four respondents said their organizations have no plans to use cloud computing for any IT services at all.

So even during this extended period of lean IT budgets, a period when CIOs are stretching their IT imaginations and IT staffs, a solution that is battled-tested in many areas is still in the proving phase for many organizations.

In the view of so many IT pros, cloud computing "just ain't there yet." On the other hand, market research firm IDC is saying that spending on cloud computing services will represent more than $44B in IT spending within three years and will outpace spending on traditional IT solutions through 2015.

"The bottom line is people are scared. Companies have failed spectacularly at this model," said Brian Barnier, a member of the ISACA risk IT development team.

Although nearly half of the IT pros participating in the survey are not sold on cloud computing for mission critical data, Robert Stroud, who doubles as international VP at ISACA and head of the service management business unit at CA, Inc., says IT pros need to remember that "risk and value are two sides of the same coin.

"If cloud computing is treated as a major governance initiative involving a broad set of stakeholders, it has the potential to yield benefits that can equal or outweigh the risks," added Stroud.

In a related side note, many of the IT pros said employees put their company at risk levels that exceed the risk of using cloud computing services. Fifty percent of the respondents said their organization's employees do not protect confidential data appropriately, for example.

I think the cloud could do better than that.