Cloud Washing is a deceptive term. It is a misleading terminology used intentionally by a vendor. It is an effort of the vendor to re-brand an old product or service. The vendor does so by associating the phrase “Cloud” with it.
Cloud Washing is Done by Vendors?
Any vendor can use
this term “Cloud computing” who is delivering the vendor service to its clients
over internet. Any component of service offered by the vendor, depending on
internet to function, can be added by the vendor as a product with the label
Cloud, and justify the label.
delivery system has become immensely popular among the users. The users are now
demanding Cloud computing service, resulting in Cloud computing service to
expand very fast. Now, the vendors are hoping to increase their business by
presenting their hosting services by labeling them with Cloud features or Cloud
Cloud Washing is also
compared in some places as equivalent to Green Washing. Cloud washing is being
popularized as re-branding of products and hosting services as Eco Friendly.
These versions of hosting are marketed by vendors as services friendly to
Here this term Wash
refers to White wash an old product with coat of paints to make it appear and
look as a new and fresh product. Cloud Washing is nothing but a marketing
gimmick being practiced by vendors in order to increase their business.
to Avoid this Marketing Trend?
This term Cloud is
now slapped on so many data storage marketing advertisements that it has become
very difficult for a user to determine which one is a true Cloud package or
which one is a vendor’s Cloud Washing outsourcing marketing gimmick.
The user must be well
aware of Cloud washing signs to avoid it. If the user notices that the
different users are running different, customized applications, and the vendor
requests the user to purchase an additional Cloud server to run the vendor’s
termed versions of Cloud, with complex pricing structure, the user should identify
this service as Cloud Washing and stay
clear of it.