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Industry News Desk Cloud Computing: "Cloud Thinking" Abounds at Microsoft, Sun and Dell
Microsoft too is now seriously planning for the post-Windows era, and The Cloud features heavily
Aug. 5, 2008 03:30 PM
Hugh MacLeod's "Gaping Void" Blog
In the last couple of months I've been getting increasingly aware of "Cloud Thinking." It's seriously interesting to me. As far as I can tell, all three of the big tech companies I know best, Microsoft, Sun and Dell, seem to be betting a lot of their future on The Cloud. It was even just announced recently that Dell was applying to trademark the term, "Cloud Computing". Microsoft is now seriously planning for the post-Windows era, and you guessed it, The Cloud features heavily.
About a year ago, I was at a geek breakfast in London with Steve Clayton and some other folk, including a few people from Microsoft.
Steve and some other geeks were talking about "The Cloud". At the time Steve was making the transition from working in the UK Partner Division, to working in the "Software & Services" division of Microsoft, which is how the conversation came up.

Right then and there I drew the cartoon above. Steve saw it, and right away asked me if he could use the picture for his business card, which he now does.
That was the first time I really started paying attention to the term, "The Cloud".
I would by no means call myself an expert or an authority on the subject, but in the last couple of months I've been getting increasingly aware of "Cloud Thinking". It's seriously interesting to me.
As far as I can tell, all three of the big tech companies I know best, Microsoft, Sun and Dell, seem to be betting a lot of their future on The Cloud. It was even just announced recently that Dell was applying to trademark the term, "Cloud Computing". Heck, even my friends over at Techcrunch are looking to get a piece of the action.
Even today, I learned that Microsoft is now seriously planning for the post-Windows era, and you guessed it, The Cloud features heavily. And Businessweek just ran a big article on it:
A Sea Change in Computing
Some analysts say cloud computing represents a sea change in the way computing is done in corporations. Merrill Lynch (MER) estimates that within the next five years, the annual global market for cloud computing will surge to $95 billion. In a May 2008 report, Merrill Lynch estimated that 12% of the worldwide software market would go to the cloud in that period.
Those vendors that can adjust their product lines to meet the needs of large cloud computing providers stand to profit. Companies like IBM, Dell (DELL), and Hewlett-Packard (HPQ), for instance, are moving aggressively in this direction. On Aug. 1, IBM said it would spend $360 million to build a cloud computing data center in Research Triangle Park, N.C., bringing to nine its total of cloud computing centers worldwide. Dell is also targeting this market. The computer marker supplies products to some of the largest cloud computing providers and Web 2.0 companies, including Facebook, Microsoft, Amazon, and Yahoo (YHOO). "We created a whole new business just to build custom products for those customers," Dell CEO Michael Dell says.
I was also recently really surprised and delighted about all the discussion my last post, "The Cloud's Best-Kept Secret", seemed to generate. Not just the amount of discussion, but the quality of it, from some of the smartest people I know on the planet. People like Tim O'Reilly, JP Rangaswami, Dennis Howlett, James Governor, all piping in. Rock on.
And of course, there's the "Cloud Portraits" I've been drawing recently. Clouds, clouds, clouds... Clouds everywhere. Like West Texas in the rainy season etc.
What does this all mean? Frankly, I have no idea. I have no intention of becoming a "Cloud Blogger" or whatever, I'm just start to feel a connection here. Connections are my lifeblood. One of my favorite cartoons ever exists simply because I saw a connection between ego, emotion and typography. In 2005 I was the first person to see a connection between $5K English suits and the blogosphere [which back then, I can tell you, A LOT of people thought that was a bit of a stretch]. In 2006 I saw a similar connection between a small South African wine brand and the geek community of Silicon Valley.
This year I'm feeling the same sort of connection between all of the work I've been doing in the last year. It's hard to explain- it's visceral; it's like you can just smell it, even if it remains so far invisible. It's just there. A feeling, not quite yet a fact. And a wee voice keeps telling me that The Cloud is at the center of it somehow. Wait and see.
[This post appeared originally here and is republished in full by kind permission of the author, who retains copyright.]
About Hugh MacLeodHugh MacLeod is a cartoonist and professional blogger, known for his ideas about how "Web 2.0" affects advertising and marketing. His basic mantra about blog marketing is "Blogs are a good way to make things happen indirectly," a point lost on many corporate types. After a decade of working as an advertising copywriter, Hugh started blogging at gapingvoid.com in 2001. He first started off just publishing his cartoons, but as time wore on he started blogging about his other main interest i.e. marketing. Since 2006 he has been constantly engaged as a public speaker, giving talks in both Europe and the US, talking about Web 2.0 and the ramifications it has on business.
Reader Feedback: Page 1 of 1
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Jeremy Geelan commented on 5 Aug 2008
Have you looked at this little venture - screenwriting meets cloud computing! Here's the link: http://www.scripped.com.
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Articles & Feature Stories By Maureen O'Gara  HP has upped its $30-a-share bid for 3PAR last Friday to $33 a share, pushing 3PAR’s valuation past $2 billion to about $2.1 billion.
3PAR sent out a statement Thursday morning saying that Dell went to $32 before the three-day clock ran out on it Wednesday at midnight, and HP countered with $33.
The 3PAR board has recognized HP’s revised $33 bid as the “superior proposal” and says it has again told Dell it’ll go with HP unless Dell puts more money on the table. Dell has three business days to better HP’s bid under the perpetual matching rights clause in their original deal. Sep. 2, 2010 12:15 PM EDT Reads: 293 | By Maureen O'Gara  Dell pulled out of the race to acquire 3PAR Thursday morning after HP upped its $30-a-share bid of last Friday to $33 a share, pushing 3PAR's valuation past $2 billion to roughly $2.1 billion.
3PAR sent out a statement Thursday morning saying that Dell went to $32 before the three-day clock ran out on it Wednesday at midnight, and HP countered Thursday morning with $33.
The 3PAR board has recognized HP's revised $33 bid as the "superior proposal" and said it told Dell it would go with HP unless Dell put more money on the table under the perpetual matching rights clause in their original deal. Sep. 2, 2010 12:15 PM EDT Reads: 269 | By Elizabeth White  SYS-CON Events announced today that Red Hat, the world's leading provider of open source solutions, has been named “Platinum Sponsor” of SYS-CON’s 7th International Cloud Expo, which will take place on November 1–4, 2010, at the Santa Clara Convention Center in Santa Clara, CA.
Red Hat, an S&P 500 company, is headquartered in Raleigh, NC, with over 65 offices spanning the globe. The company provides high-quality, affordable technology with its operating system platform, Red Hat Enterprise Linux, together with virtualization, applications, management and Services Oriented Architecture (SOA) solutions, including Red Hat Enterprise Virtualization and JBoss Enterprise Middleware. Sep. 2, 2010 10:00 AM EDT Reads: 636 | By Elizabeth White  SYS-CON Events announced today that Webroot, a leading provider in Web and Email Security, will exhibit at SYS-CON's 7th International Cloud Expo, which will take place on November 1–4, 2010, at the Santa Clara Convention Center in Santa Clara, CA.
Webroot provides industry-leading security solutions businesses worldwide. Webroot products consistently receive top review ratings by respected third parties and have been adopted by millions globally. With a wide range of security services for businesses,, Webroot also protects allows consumers to download music, store digital files, bank, shop, surf and search – safely. Sep. 2, 2010 09:38 AM EDT Reads: 251 | By Liz McMillan  Hiperos, LLC, a provider of on-demand solutions for extended enterprise management, announced on Thursday that Microsoft Corp. will use Hiperos to manage all critical aspects of the supplier lifecycle – from initial supplier registration and assessment of risk to active measurement of performance, monitoring of compliance, and maintenance of supplier information. It will also be used for governance and control of strategic relationships.
As Microsoft continues to build a world class procurement organization, this is an important milestone. During the past few years, under the leadership of Tim McBride, general manager and chief procurement officer, Microsoft has improved its strategic sourcing, enhanced its business and stakeholder relationship management, focused on relentless execution, and introduced a robust program infrastructure. Sep. 2, 2010 09:30 AM EDT Reads: 619 | By Salvatore Genovese  What is the Enterprise Cloud Living Blueprint?
In his session at the 7th International Cloud Expo, Brian Sledge, SVP Solution Architecture and Field Engineering for Adaptivity, will walk delegates through the creation and linkage of a living blueprint concept and how it helps firms realize a cloud delivery model.
Brian Sledge is the SVP Solution Architecture and Field Engineering for Adaptivity. He is responsible for both the creative side of the business and for the development of all product and marketing initiatives, strategic brand direction and consistent presentation of the company's brands across all channels of distribution, including direct customers and partners. This is inclusive of product & portfolio definition; messaging and positioning and overall go-to-market strategy and planning. Sep. 2, 2010 09:00 AM EDT Reads: 545 |
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| Cloud Expo - Cloud Looms Large on SYS-CON.TV |


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Cloud Expo 2010 East Opening Keynote by Oracle
View this Keynote, recorded live at the Jacob Javits Center, featuring Richard Sarwal, CSVP of Development and Hasan Rizvi, Senior Vice President of Oracle Fusion Middleware Products.
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The Science of Doing Business in the Clouds
During this Cloud Expo Day Two Keynote, Tony Bishop will describe Adaptivity’s systematic and prescriptive approach that combines Fit-for-Purpose infrastructure technologies and management capabilities in order to create the optimal economics, environment and autonomics needed for the business to leverage cloud services.
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Pete Malcolm, CEO of Abiquo Live From New York City
Join Pete Malcolm, CEO Abiquo, for this vendor-neutral keynote, where you will learn about the next chapter in the Virtualization story. What it is, what it means, why open standards are key, and most importantly, how it will revolutionize the way your organization manages IT.
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The Time is Right for Enterprise Cloud Computing
During his keynote, Rich Marcello, Senior Vice President of Unisys, will discuss the latest technologies and approaches that help knock down these barriers, creating the opportunity for attendees to now consider cloud managed services as part of their data center journey to secure "IT as a Service".
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Accelerating Innovation with Cloud Computing
Join Shelton Shugar, Senior Vice President of Cloud Computing at Yahoo! for a keynote elaborating on how Yahoo! and consumers benefit from Yahoo! Cloud Services and will describe Yahoo! Cloud Services and technologies. |
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Cloud Expo Breaking News By Elizabeth White  SYS-CON Events announced today that Red Hat, the world's leading provider of open source solutions, has been named “Platinum Sponsor” of SYS-CON’s 7th International Cloud Expo, which will take place on November 1–4, 2010, at the Santa Clara Convention Center in Santa Clara, CA.
Red Hat, an S&P 500 company, is headquartered in Raleigh, NC, with over 65 offices spanning the globe. The company provides high-quality, affordable technology with its operating system platform, Red Hat Enterprise Linux... Sep. 2, 2010 10:00 AM EDT Reads: 636 | By Elizabeth White  SYS-CON Events announced today that Webroot, a leading provider in Web and Email Security, will exhibit at SYS-CON's 7th International Cloud Expo, which will take place on November 1–4, 2010, at the Santa Clara Convention Center in Santa Clara, CA.
Webroot provides industry-leading security solutions businesses worldwide. Webroot products consistently receive top review ratings by respected third parties and have been adopted by millions globally. With a wide range of security services for busi... Sep. 2, 2010 09:38 AM EDT Reads: 251 | By Salvatore Genovese  What is the Enterprise Cloud Living Blueprint?
In his session at the 7th International Cloud Expo, Brian Sledge, SVP Solution Architecture and Field Engineering for Adaptivity, will walk delegates through the creation and linkage of a living blueprint concept and how it helps firms realize a cloud delivery model.
Brian Sledge is the SVP Solution Architecture and Field Engineering for Adaptivity. He is responsible for both the creative side of the business and for the development of all product... Sep. 2, 2010 09:00 AM EDT Reads: 545 | By Pat Romanski  What are small, high-growth companies experiencing as they make their move to on demand applications and how they are dealing with concerns around security, integration, business disruption?
In his session at the 7th International Cloud Expo, Shawn Reynolds, Director at SAP, will discuss what benefits they are actually seeing versus what they expected and what advice they are giving software companies to help them achieve long-term growth and profitability. Sep. 2, 2010 08:15 AM EDT Reads: 633 | By Elizabeth White  Public cloud adoption by an enterprise may have numerous barriers and challenges surrounding data privacy, residency, and security. Transitioning from on-premise solutions to the cloud means ceding data governance to the cloud vendor. This may impact your enterprise regulatory compliance, adherence to industry standards, and internal data management standards. Depending on your jurisdiction, you may be subject the EU Data Protection Directive, or cope with a patchwork of disparate and overlappin... Sep. 2, 2010 08:00 AM EDT Reads: 681 | By Pat Romanski  Moving to the cloud raises lots of questions, mostly about security. Providers worthy of your business should answer them clearly and honestly. Amazon Web Services has built an infrastructure and established processes to mitigate common vulnerabilities and offer a safe compute and storage environment.
In his session at the 7th International Cloud Expo, Steve Riley, an evangelist and strategist for cloud computing at Amazon Web Services, will discuss common cloud security concerns, show how AWS... Sep. 1, 2010 10:30 AM EDT Reads: 616 |
Conference News & Updates  By Pat Romanski SYS-CON Events announced on Friday that Cloud Expo 2010 West, the 7th International Cloud Computing Conference & Expo, has been extended to four days from November 1-4, 2010, at the Santa Clara Convention Center in Santa Clara, California.
Cloud Expo 2010 West total show floor space increased from 20,000 sq. ft. in 2009 to over 100,000 sq. ft. in 2010 including the expo floor.
The expo floor will be open for four full days, November 1-4, 2010, in the Grand Ballrooms A through H.
Half of the Cloud Expo 2010 West exhibit space had already sold out during the last West Coast event in November 2009.
Cloud Expo is the world's leading Cloud-focused event since 2007, and is held five times a year, in New York City, Silicon Valley, Prague, Tokyo and Hong Kong. Reads: 7,551  By Corinna Melcon By employing the most effective and powerful marketing tools in tech media for more than 15 years, SYS-CON Events, Inc. and Cloud Expo, Inc. intensively pre-publicize Cloud Expo 2010 West - Santa Clara via an unmatched number of channels.
Cloud Expo, Inc. publicity platforms include multiple news syndication channels, more than a dozen Ulitzer.com channels, multiple Twitter feeds that are amplified to hundreds of thousands of followers, as well as Cloud Expo's "Most Powerful Cloud Bloggers" platform with millions of page views at http://CloudComputingExpo.com.
The event is streamed live to more than 50,000 concurrent viewers at any given time throughout the three days. All key media outlets, technology journalists, and press are VIP-invited to Cloud Expo 2010 West - Santa Clara.
SYS-CON.TV produces and broadcasts the most viewed tech interviews with movers and shakers and simulcasts "Power Panels" right from the show floor!
Reads: 6,778  By Fuat Kircaali This year's West Coast conference attracted 2,250 delegate, more than double a year ago. As far as the expo floor goes, out of 50 sponsors and exhibitors, 46 companies confirmed during the conference that they will participate in the 2010 Cloud Computing Expo at the same or higher level.
At SYS-CON Media we see our inventories are filling up to 100% capacity for the months of November, December, and January, and we are seeing better-than-normal RFP activity for the first quarter of 2010. Reads: 15,309  By SYS-CON TV Learn about the trajectory of Cloud Computing - where it came from, where it is today, and where it's headed tomorrow - direct from four Enterprise IT industry experts: Greg O'Connor, CEO of AppZero; Tony Bishop, CEO of Adaptivity; K. Scott Morrison, CTO of Layer 7 Technologies; and Marty Gauvin, CEO of Virtual Ark. Moderated by Cloud Expo Conference Chair, Jeremy Geelan, this "Power Panel" was recorded at the Times Square studio of SYS-CON.TV in connection with 5th Cloud Expo (www.CloudComputingExpo.com), held recently in New York City...the Largest Cloud Computing Event in the World. Reads: 4,565  By Carmen Gonzalez Ulitzer.com announced "the World's 30 most influential Cloud bloggers," who collectively generated more than 24 million Ulitzer page views. Ulitzer's annual "most influential Cloud bloggers" list was announced at Cloud Expo, which drew more delegates than all other Cloud-related events put together worldwide. "The world's 50 most influential Cloud bloggers 2010" list will be announced at the Cloud Expo 2010 East, which will take place April 19-21, 2010, at the Jacob Javitz Convention Center, in New York City, with more than 5,000 expected to attend. Reads: 15,973  By Fuat Kircaali I can't comprehend that any event producer anywhere in the world today would answer this question by picking any one of the five available options presented. "A leading tool?" What do you mean by "a leading tool?" What other tools would you possibly have in this day and age? This question, the survey itself and its participants belong to the last decade.
I personally don't use email anymore; I communicate through "Twitter."
We don't do press releases unless we have to; we tweet stories to our roughly 12,000 followers in 8 channels. The news gets amplified to hundreds of thousands instantly.
Even during Cloud Expo, we reach more people by Twitter than the announcements we make through loudspeakers in the convention centers.
I would love to contact the people who are conducting this survey and ask them if any company answered their first question as "don't really consider it."
In an age where I personally hail a cab at an airport through Twitter, I can't possibly comprehend which century bubble those people might be living in. Reads: 3,836  Further cementing its position as The Largest Cloud Computing Event in the World, the organizers of the 7th Cloud Expo, being held at the Santa Clara Convention Center, Santa Clara, CA, announced today that the event will also feature – on November 2nd, 2010 – a CloudCamp unconference.
CloudCamp @ Cloud Expo is aimed at anyone working with, or interested in working with, cloud technologies.
"With the rapid change occurring in the industry, we need a place where we can meet to share our experiences, challenges and solutions," said CloudCamp co-founder Dave Nielsen, who will personally be facilitating the process on site at the Jacob Javits. "At CloudCamp," Nielsen continued, "participants will be encouraged to share their thoughts in several open discussions, as we strive for the advancement of Cloud Computing."  By Kevin Hartig Cloud computing is becoming one of the next industry buzz words. It joins the ranks of terms including: grid computing, utility computing, virtualization, clustering, etc.
Cloud computing overlaps some of the concepts of distributed, grid and utility computing, however it does have its own meaning if contextually used correctly. The conceptual overlap is partly due to technology changes, usages and implementations over the years.
Trends in usage of the terms from Google searches shows Cloud Computing is a relatively new term introduced in the past year. There has also been a decline in general interest of Grid, Utility and Distributed computing.
Likely they will be around in usage for quit a while to come. But Cloud computing has become the new buzz word driven largely by marketing and service offerings from big corporate players like Google, IBM and Amazon. Reads: 79,806  By Elizabeth White Hasan Rizvi, SVP Product Development at Oracle, will present the opening keynote on extreme performance for your cloud platform at SYS-CON's 7th International Cloud Expo, which will take place on November 1-4, 2010, at the Santa Clara Convention Center in Santa Clara, CA.
Cloud Expo Silicon Valley will feature technical sessions from a rock star conference faculty and the leading Cloud industry players in the world.
The growth and success of Cloud Computing will be on display at the upcoming Cloud Expo conference and exhibition in Santa Clara November 1-4 and in New York City Spring 2011. Reads: 1,637  By Elizabeth White Leading enterprises are revolutionizing the delivery of IT today. In his keynote on Day 2 of SYS-CON's 7th International Cloud Expo, which will take place on November 1-4, 2010, at the Santa Clara Convention Center in Santa Clara, CA, Tony Bishop, the CEO of Adaptivity, will showcase multiple case studies and lessons learned of Global 2000 organizations that have radically changing the delivery of IT in their organizations by employing Cloud Utility IT models.
Cloud Expo Silicon Valley will feature technical sessions from a rock star conference faculty and the leading Cloud industry players in the world.
The growth and success of Cloud Computing will be on display at the upcoming Cloud Expo conference and exhibition in Santa Clara November 1-4 and in New York City Spring 2011. Reads: 1,501  By Roger Strukhoff Cloud Expo, Cloud Expo East, Cloud Expo West, Cloud Expo Silicon Valley, Cloud Expo Europe, Cloud Expo Tokyo, Cloud Expo Prague, Cloud Expo Hong Kong, Cloud Expo Sao Paolo are trademarks and /or registered trademarks (USPTO serial number 85009040) of Cloud Expo, Inc. Reads: 5,602 |
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Cloud Expo was a fantastic event for CSS
Corp - we easily exceeded our objectives for engaging with
clients and prospects." |
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AHMAR ABBAS
SVP, Global Infrastructure Management, CSS Corp.
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With our launch at Cloud Expo, we
successfully transformed the company from a relatively unknown
European player into the dominant player in the market. Our
competitors were taken by surprise and just blown away. We got a
huge number of really high quality leads..." |
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PETE MALCOLM
CEO, Abiquo
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“ |
We were extremely pleased with Cloud Expo
this year - I’d say it exceeded expectations all around.
This is the same info we got from partners who attended as well.
Nice job!" |
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MARY BASS
Director of Marketing, UnivaUD
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Cloud Expo helps focus the debate on the
critical issues at hand in effect connecting main street with
the next frontier." |
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GREG O’CONNOR
President & CEO, Appzero
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| Senior Technologists including CIOs, CTOs, VPs of technology, IT
directors and managers, network and storage managers, network engineers, enterprise
architects, communications and networking specialists, directors of infrastructure Business
Executives including CEOs, CMOs, CIOs, presidents, VPs, directors, business development;
product and purchasing managers.
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The World's Most Influential Blogs By Dustin Amrhein  Maybe I’m just a geek, but to me, in our ever growing, massively scaled enterprise computing landscape, there are few technologies that peak my interest like memory-based data grids. It is nothing short of amazing to see an increasing number of enterprises use these solutions in a myriad of ways, all to solve an old dilemma: How can one efficiently and cost-effectively scale data while preserving quality of service characteristics of the data such as performance, availability, consistency, and m... Sep. 2, 2010 10:53 AM EDT Reads: 127 | By Dana Gardner  Automation, policy-driven processes and best practices are offering more opportunities for optimizing virtualization so that server, storage, and network virtualization can move from points of progress into more holistic levels of adoption. Sep. 1, 2010 08:56 AM EDT Reads: 423 | By Mark O'Neill  I had a really good discussion with Kaitlin Brunsden from EbizQ on the topic of Cloud Security in general, and API Keys in particular. All too often, CISOs and IT managers do not realize that if their organization is using Amazon Web Services (AWS), for example, then the Secret Key ID used to authenticate to AWS is often sitting on a hard drive or coded into an application. This Secret Key ID, in combination with the Access Key ID (which is readily available through traffic logs) can be used by ... Sep. 1, 2010 06:43 AM EDT Reads: 166 | By Don MacVittie  I was pondering the weather in Northeast Wisconsin this morning, it’s gloomy and oppressively hot. Between heat and humidity, I’d say it felt more like the US’s Pacific Northwest than the Midwest. And it’s been image that way all summer. We’ve been plowed under with 80+ percent humidity for months, and every once in a while the temperature dips to remind us that we’re in Wisconsin.
It is the last day of August, tomorrow is September, when cool and wet is supposed to start converging upon us. ... Aug. 31, 2010 05:00 PM EDT Reads: 425 | By Arjan de Jong  In many documents and introductions to cloud computing we have been shown what the Cloud really means and what is possible to do inside it. Things that have been covered have been what systems make up the cloud right up to applications and services running in it.
This blog entry aims to covers another aspect and that is computation in the Cloud. Aug. 31, 2010 09:45 AM EDT Reads: 479 | By Cloud Ventures  Cloud computing is such a powerful investment area for government because not only can it modernize their IT and therefore enhance their business processes and reduce their own operating costs, but this same platform can also boost technology-enabled public innovation across a broader national capacity.
This can be aligned to government programs to create more of an ‘Innovation Nation’ program, such as the UK program of the same name. This encompasses aspects such as ICT skills and programs i... Aug. 31, 2010 09:30 AM EDT Reads: 527 |
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SARWAL
Oracle
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COFFEE
Salesforce
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KHAN
Sybase
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MALCOLM
Abiquo
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KHALIDI
Microsoft
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RILEY
AWS
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BARRETO
Intel
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CHAKRAVARTY
Novell
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CRANDELL
RightScale
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GROSS
Unisys
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SCHALK
Google
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YEN
Juniper Networks
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