Is cloud computing more than just a new piece of marketing campaign?

You know cloud computing has hit the big time, or more to the point at least the vocabulary has, when the more mainstream press starts writing about it. Today's Wall Street Journal has a wonderfully titled article, "The Internet Industry Is on a Cloud - Whatever That May Mean."

The article does a great job giving a state of the state on clouds and aptly points out how overused the term already is and the fact that frankly, the concepts behind cloud computing have been around for a while. So what's new and different this time other than we haven't invented a new buzzword this month so we are behind quota?

You could argue that if not for Google pushing the cloud agenda in 2006, we may still be talking about the ability to parse our technology resources under the realm of utility computing. Yawn, pillow druel etc.

While cloud computing still lacks an agreed upon definition, please don't let that get in the way of our marketing speak.

The WSJ article quotes Salesforce.com's Mark Benioff stating that since the company started using the term cloud computing, it's revenue grew 44 percent. That's more than impressive and I'm sure the company's cloud computing event --- complete with staffers wearing white puffy jackets and holding oversized cloud balloons while the Rolling Stones' "Get off My Cloud" blared in the background -- made for a fun day at the office.

For those who have been in tech marketing for a while, I suspect they've been itching for something cool to wrap their campaigns around. Let's face it, trying to be creative when you're pushing a technology called application servers, multiprocessors or high performance computing pales in comparison to all the fun you can have when you're working on something called the cloud.

C'mon, the puns and headlines practically write themselves. Not a cloud in the sky, not nebulous like SOA, storm clouds, cloudy forecast, etc. While there's certainly a valid business argument to be made with regard to the value of the cloud, I just have to wonder if it would have this much steam if we stuck with calling it utility computing, client server, or the now dated 'on demand' catchphrase.

Do you think cloud computing is catching on for its business and technology benefits or it's all just puffery driven by marketing speak? Drop me a line and tell me what you think.

If SOA is dead, this must be the afterlife

Otherwise, I really can't explain all the renewed interest in SOA of late. As many of you know, WebLayers and Burton Group hosted a webinar on Thursday afternoon. The topic was "SOA: Dead Man Walking in the Cloud?" and based on the sheer volume and level of attendees, it's clear that the SOA conversations are far from over.

Of course, the conversations about the conversations about the continued existence of SOA continue. Loraine Lawson makes a good point of this with regard to the level of activity around SOA and the cloud and how they really are complementary approaches.

What I find interesting about the dialog is the focus on architecture and services and scalability. Now don't get me wrong -- all of these are critical to pulling off a successful I.T. initiative.

Based on Thursday's Q&A in the webinar, I've decided that what I'd like to see - and I'm guessing I'm not the only one - is more talk about business benefits. And when I say this, I don't mean it as a call to action for another ROI calculator (as if we don't have enough of those).

What I mean is that what put us in a pickle with SOA can be boiled down to two major missteps. The first is the focus and debates around the technology. SOAP versus REST. It's all about web services. It's not about web services. If you've been around the SOA space, you know exactly what I'm talking about and I'll even plead guilty to a few of those debates myself. While these conversations were and will continue to be important, we need to get out of our own way in order to get executive support for any major IT initiative.

The second issue was around the lack of demonstrable business value. Let's face it, your typical board room attendee is not likely to tune into a discussion that begins with S.O….what??

Once you fully grasp those two valuable lessons, it's easier to see the how the controversy around the death of SOA actually brings about a new opportunity - a shot at redemption in the afterlife if you will -- to articulate the importance of SOA to the business.

Now I've said this before and I'll say it again. Let's not blow the growing interest in the cloud, along with the renewed faith in SOA, by littering the conversations with jargon and in-the-trenches philosophical debates. I think this cartoon just about sums it up.

The bottom line here is actually the bottom line. Talk in business terms, prove your argument with metrics and financial impact on the bottom line, and you'll convert naysayers into I.T. champions.

BTW ---you can replay the WebLayers/Burton Group webinar here

Jeff.

Five reasons why a recession is good for the tech industry

Joe McKendrick put out another great post about why it's time to get bullish on SOA, IT and the economy. He points out a lot of good reasons with the most notable one being the role that IT plays in boosting productivity.

While ignoring the current economic headlines isn't easy, dwelling on them certainly isn't productive either. Though it's sometimes hard to resist.

Let me ask this... how many of you out there have already swapped all of their 'remember when' recession horror stories from early 90's or the early part of this decade? I'm guessing at least one or two of you have even recounted what it was like waiting to buy gas in the 1970s on the even numbered days of the calendar.

And while I can also play a good round of 'remember when' that goes back three decades with as many highs as there were lows, the one thing I have learned is that recession presents the opportunity to innovate ourselves out of a downturn.

Here's five reasons why a recession is not always bad for the IT industry.

1. Boosts productivity. I urge you to read Joe's latest post on this one.

2. Spurs innovation. It's times like these that we are reminded of the scores of millionaires that emerged from the great depression.

3. It forces us to focus on the projects that most immediately impact the financial health of the organization.

4. Entrepreneurs can start businesses with lower start up costs. They can pick up deeply discounted equipment from poorly managed companies that are going out of business and take advantage of the latest tech innovations such as cloud computing that can help defray some IT costs. In fact, William Hurley makes some very interesting points about cloud computing affecting venture capitalism. You can find them here.

5. It breaks down some of the hierarchical barriers in the organization as leaner teams are asked to execute various tasks -- some that the higher ups may not have performed in years --for the greater good.

As we've seen in the past, technology has helped us emerge from recessions. Rob Weisman at The Boston Globe writes that technology may fuel economic recovery and that 'entrepreneurs will likely emerge in fields like cell phones, medical gear, and the batteries that power the cars of the future.'

And while it's easy to get distracted by the noise, let's remember to not get caught up in the let's remember dialog. In the words of the boss of all bosses, Tony Soprano, "Remember when is the lowest form of conversation." So as we hunker down, let's keep an eye out for the opportunities this recession may present.

If you've got other silver linings you'd like to share about possible upsides to this recession, please send them my way.

Jeff