Having just arrived back in the office after the inaugural Structure:Europe conference, I can honestly say it was a tremendous success. Two days of interesting and useful talks and presentations, alongside the highest quality networking (of the people kind that is!) that I’ve seen at a conference in Europe. Walking around the show was literally a who’s who of the key players in the industry from Europe and beyond.

My key takeaway from the show was around how cloud has moved on in some ways, and not so much in others.


I presented for 15 minutes on ‘Why ‘Cloudwashing’ Must Stop’, and one of the key highlights that resonated with other talks and panel presentations throughout the conference was how the technology behind delivering cloud services had very much matured in a number of areas; although some companies and products were still surprisingly lagging behind.

The flip side of this though was that the biggest hurdle preventing true cloud service enablement now was people and process change.  Change can be a scary thing to some people, but deliberately standing in the way of it for the sake of self-preservation is ultimately short sighted and fool hardy.  If you don’t believe me, consider Blockbuster vs Netflix or Apple vs Nokia.  Those who do not continue to innovate and improve are doomed to failure.

Delivery of services via the cloud is one of the biggest step changes in computing that we have seen. This presents opportunities and also risks for a whole range of companies.  You need to ensure you, and your company, are acting now to take advantage of those opportunities. Otherwise, you fall foul of the risks by doing nothing.

So what do you do as a service provider to take advantage of the opportunities in cloud? Watch my Structure: Europe presentation ‘Why ‘Cloudwashing’ Must Stop’.

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