You know a market is heating up when it feels like every company, start up or incumbent, is taking a position in it. That’s certainly the way it feels with ‘Cloud Computing’. Every company I meet with now seems to have some sort of Cloud Computing angle.
I remember the mid 80’s when Unix entered its hype phase. Traditional proprietary OS companies, seemingly overnight, developed competitive offerings for the Unix market. As a hardware vendor, if you didn’t have a Unix-based solution to offer – even if it was weak – you were toast. Similarly, today, if you’re a high tech vendor it is highly likely you have some sort of Cloud-based offering – even if you’re an incumbent and even if it’s weak.
It hit me last week at the Cloud Connect Conference in San Jose that Cloud Computing may have officially reached its hype phase. What was my epiphany? When I received an invitation to form a group to discuss “Optical Character Reading In the Cloud”. Seriously? OCR in the Cloud?
I’m sure it was a legitimate invitation to a legitimate discussion but I just had to laugh. It reminded me when my kids were younger and they demanded my wife and me to add the words “in bed” at the end of reading our paper fortune inside our Chinese Fortune cookies. I’m sure it was amusing at first but after repeated readings, it grew a little tiring – at least for the grownups.
With every company adding the words “in the Cloud” to their every marketing pitch and product position it is beginning, for me at least, to feel the same as adding those words “in bed” at the end of those fortunes in the cookies; somewhat wearisome.
Cloud Computing is a great evolutionary business model and technology transformation. It provides an innovative way to deliver new solutions at a much reduced price for consumers/businesses. However, I hope the hype starts to get dialed back soon…just a little…in bed.