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In addition, 451 Research found that 62 percent of businesses will look to use cloud-based versions of their current on-premise applications before looking at a new vendor, Limena said.
"Software is sticky. As we move to the cloud, people like to stick with brand and with products they used in the past. That's a great message for MS and our service provider partners who can leverage the strength they've built over many years," Limena said.
John Engates, CTO at Rackspace, said customers' interest in growing business was not surprising, though he said hosting and cloud technology can kill two birds with one stone.
"Moving resources to off-premise data centers could be cost-cutting measures to get out of [capital expenditures], but they're also growing and it allows you to be flexible in terms of where you deploy and how you deploy. As opposed to data center just in your back yard, it lets you go more places faster," Engates said.
He added that services opportunities around hosting and cloud create big opportunities for hosting providers and VARs offering hybrid solutions too.
"In a SaaS model, when you have custom applications, you can't just throw them over to a public cloud and hope it runs. You have to think about the architecture. That's what a hosting provider does," he said.