Cloud Channel Myths Busted!

True? Or False?

There are a lot of myths surrounding cloud computing, and a lot of those myths are specific to the channel. At COMDEXvirtual, a handful of cloud channel myths were debunked during the session "Cashing In On The Cloud," a roundtable discussion headed by THINKstrategies Inc.'s Jeffrey Kaplan.

Here, Kaplan busts four major cloud channel myths.

Myth No. 1: Cloud Is Over-hyped

Kaplan said one major myth about the cloud is that it's just the latest over-hyped technology trend. The truth is, however, that the cloud movement is bigger and growing faster than many think.

"The fact of the matter is that this cloud movement is growing faster and is bigger than most of the market research firms have been able to measure," Kaplan said. "And the key to this market is not so much what we're seeing from a traditional IT point of view, but what, in fact, is happening in terms of the consumerization effect that surrounds IT."

Myth No. 2: Only SMBs Care About Cloud

Kaplan said that another myth is that the cloud is only relevant to SMBs solving simple needs, but the truth is that the cloud is penetrating every segment of the market.

"The fact of the matter is that the cloud is penetrating every segment of this marketplace," Kaplan said. "It's starting, in fact, I believe, in the enterprise and working its way down to SMBs as well."

Myth No. 3: The Cloud Cuts The Channel Out

One of the main myths dogging the channel is that the cloud will disintermediate solution providers. Not true, he said. While the cloud will disrupt channel business, solution providers can survive.

"There is no truth to the fact that the cloud will disintermediate you," he said. "It will, in fact, disrupt your world if you're not prepared to take advantage of it. But there are plenty of opportunities, not only for you to survive, but to thrive in this marketplace. But the key is that you have to recognize that you have to add value."

Myth No. 4: The Cloud Offers No Value-Add

Another cloud channel myth is that there are no value-add channel opportunities in the cloud, Kaplan said. Kaplan, however, said there are plenty of opportunities, but the cloud changes the game.

"The myth is that there are no value-added opportunities in this space," he said. "The truth is there are plenty … but you have to keep in mind that the cloud certainly changes the game."