A Review of Cloud Business Models and Sustainability

Chang, Victor, Wills, Gary and De Roure, David (2010) A Review of Cloud Business Models and Sustainability At IEEE Cloud 2010, the third International Conference on Cloud Computing, United States. 05 - 10 Jul 2010. , pp. 43-50.


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This paper reviews current cloud computing business models and presents proposals on how organisations can achieve sustainability by adopting appropriate models. Using the Jericho Forum’s Cloud Cube Model (CCM), we classify cloud computing business models into eight types: (1) Service Provider and Service Orientation; (2) Support and Services Contracts; (3) In-House Private Clouds; (4) All-In-One Enterprise Cloud; (5) One-Stop Resources and Services; (6) Government Funding; (7) Venture Capitals; and (8) Entertainment and Social Networking. We newly propose the Hexagon Model that includes six key elements for sustainability based on Sun Tzu’s Art of War and literature review, and the sixth factor is rated based on case studies and peer reviews. Areas occupied in the Hexagon can represent strengths and weaknesses of a cloud business, and several cases are presented with rationale explained. Apart from the qualitative approach, the quantitative approach we use is the Capital Asset Pricing Model and Modern Portfolio Theory, both of which aim computing organisational sustainability and predict how well an organisation can perform. The OMII-UK data is used to demonstrate sustainability and study the impact on cloud businesses, and is presented by statistical computation, 3D visualisation and the Hexagon Model. We believe that adopting an appropriate cloud computing business model will help organisations investing in this technology to stand firm at all times.

Item Type: Conference or Workshop Item (Paper)
Additional Information: Event Dates: 5-10 July, 2010
Venue - Dates: IEEE Cloud 2010, the third International Conference on Cloud Computing, United States, 2010-07-05 - 2010-07-10
Keywords: Cloud Business Models, Cloud Cube Model, Hexagon Model, Sun Tzu’s Art of War, Sustainability, Capital Asset Pricing Model, Modern Portfolio Theory and 3D Visualisation
Organisations: Electronic & Software Systems
ePrint ID: 268768
Date :
Date Event
5 July 2010Published
Date Deposited: 20 Mar 2010 15:39
Last Modified: 17 Apr 2017 18:29
Further Information:Google Scholar
URI: http://eprints.soton.ac.uk/id/eprint/268768

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