The Cloud: Optimizers, Innovators, & Disruptors

It is no secret that cloud technology is changing the way businesses, large and small, are interacting internally with staff and externally with customers.

Researchers are beginning to look at the types of companies that are incorporating cloud-based technology into their business model and how these organizations are changing the business ecosystem. A study by IBM looked at 572 businesses and identified three types of companies that use cloud-based technology.

cloud computing diagram


This category of business uses the cloud to provide customer service and increase company efficiency. This is possible because cloud technology is flexible and scalable.

Launching new services for customers within a company can be daunting. There is a cost to infrastructure development that can make it difficult to put new systems in place that would ultimately prove beneficial to the company. Optimizer organizations use the flexibility of cloud computing to gradually launch new products and services.

Likewise, maintaining a large customer care center can be expensive. Customer service demands have a tendency to fluctuate with product quality and launch time. One of the primary benefits of cloud-based customer care centers is scalability. These tend to be pay-by-usage packages that let the optimizer organization launch customer initiatives without concern of overarching costs for services that the company does not need.


Companies in the innovator category use cloud technology to find new ways to make money. Research into innovative business usage for cloud technology indicates that the company needs to measure customer needs and then add services or products that the consumer needs. When this is completed, the company must must find a way to deliver those products and services to everyone in a user-friendly way.

European department store El Corte Ingles is using cloud technology to deliver real-time price updates to consumers, increasing sales while enhancing the customer experience. When the company has sales or events, the system can scale up to handle the demand. During times of normal usage, the cloud platform scales down. Because the company is using coupon-based interactions, the cloud is able to measure the customer’s needs. It also includes surveys in the platform to gauge consumer value.

Netflix has made its reputation on its use of scalable, interactive cloud platforms. Because of the nature of streaming video, Netflix sees large peaks and valleys in data usage, which the cloud platforms can handle easily. Netflix has so entrenched its cloud-based accessibility into its marketing platform that the term “Netflix” has taken on a new cultural meaning. Innovators wrap its technology into the total marketing image in a way that expands both income and brand awareness.


Disruptive technology is one in which a new market is created. Cloud technology, unto itself, is a disruptive innovation. Disruptor businesses are ones that use cloud technology to create totally unheard of markets. Cloud technology is just beginning to disrupt other industries. Just a decade ago music streaming, movie streaming and other now commonplace services didn’t exist. The iPhone is a prime example of a disruptive technology. Now smartphones have taken the places of dozens of devices.

It is difficult to know what the next major market disruptor will be. What we do know is that this technology will force legacy players, those with established holds on a market share, to step up their game. They need to stay on the cutting edge of disruptive cloud technology or risk being replaced.

~ Jiro.

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