“Cloud computing”, according to Wikipedia, consists of a new model for the provision of online services from business and technology that allows the user access to a catalogue of standardised services meeting the needs of the company in a flexible and adaptable way. Specially useful in the event, for example, that not foreseeable peaks of demand or work happens. And what is even more interesting, all these at reasonable prices.
“Cloud computing” makes sense for all companies, but particularly for medium-sized and small by its greater scarcity of resources and the chance to grow, which the cloud provides them. In addition to the affordable price of these services, one of the advantages of the cloud is scalability.
Tata Communications, company belonging to the Indian multinational Tata Group, has just announced the launch of cloud services in Singapore. By the end of 2011 they will follow the launches in South Africa, United States, and Europe. And Tata Communications is already providing services for companies in the cloud in its country, India.
The phenomenon of cloud computing is no way something new. Some great Spanish chains and several multinationals have today their e-mail services in the cloud. But actually brand new perhaps is the spread of the cloud services to the marketing and advertising sector. “Cloud computing” services are starting to pop up in these and other specialized areas.
Not further, several days ago, the Spanish company Prodigy communicated that it is developing the first marketing services for the tourism sector and destinations in the world. The Japanese multinational advertising group Dentsu announced at the end of last year that it had decided to launch its own cloud aimed to provide advertising and marketing services for Dentsu’s customers in the Rising Sun country.
Telefónica has recently anticipated the introduction in the market of Frigo, an app cloud, in seven countries before next Summer.
The advantages of “cloud computing”, among others, the chance to use at reasonable prices some cyber tools hitherto reserved for big business, as well as scalability, have attracted a herd of worshippers. But some others forecast more than storm clouds. What happens if the system falls?, and this not counting that also in the heaven of “clouds” may occur bottlenecks, which offset the scalability advantage. Several people are not confident that something so ethereal, located at who knows which communal limbo, outside the company, can effectively keep safe the deepest secrets of the business.
This leads one to remember that also a bill of exchange or the outsourcing of any kind, of production processes, including the creative, also were once issues of faith, of confidence, without which neither business nor the world can develop.
Tell the Indian producers, which today are tele-working in the distance, together with Western ad agencies via e-mail or Crispin Porter and Bogusky.
In any case, the advertising and business sky is becoming crowded of clouds. So one ‘might’ think that there are companies willing to compete in a collaborative rather than in a destructive manner. The spread of “clouds” also ‘might’ show that there are companies willing to win, based on talent and quality rather than based on economic resources and costly pharaonic structures. Pharaonic structures, which constitute an actual entry barrier for small business and a ballast in the income of the great enterprises. Ministry like structures that nchan way can channel creativity, but confine it .
Nevertheless one must remember taht the cloud requires an infrastructure and aplications to share, which are owned by someone… Long life to the democratic clouds?
Image over the headline.- © Eastwind
Related Eastwind links:
Tata Communications launches cloud services in four continents
http://www.eastwindmarketing.es/newsletter_detalle.php?id=3051&idioma=2
Related Eastwind Marketing links:
Dentsu gets in the cloud
http://www.eastwindmarketing.es/blogs/eastwindmarketingycomunicacion/en/2010/10/13/dentsu-gets-in-the-cloud/
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