(Stephen Parker, VP Market Research)
I offer this as a simple tag line to the malaise that many businesses find themselves in when it comes to positioning their Cloud offerings. With all the hype about massive market opportunities offered by the unlocking of geographical constraints it is not surprising that the natural approach when looking at Cloud is a top down view. This leads to a vision based on a massive market that can be served by a standardised offering that must surely be capable of at least a 5% penetration. However experience shows that this approach has not been successful.