The first Cloud Expo event I attended 2 years ago was striking for the myriad of traditional hosting companies who were cloud-washing their offerings (usually quite blatantly and badly I felt). Last year what struck me was the myriad of new small vendors selling niche cloud-related product offerings – data transfer optimisation, security products, management products, etc. I wonder what the theme will be this year? It’ll be interesting to see how many vendors are wearing the “I’m a cloud brokerage” badge at this week’s Cloud Expo.
Whilst I was at AWS’s Re:invent conference last November, one of the guest speakers at the partner day was Tiffani Bova, Distinguished Analyst from Gartner. Part of her presentation covered the topic of cloud brokerage, something Gartner have been talking about for quite a while, and something Tiffani and I had some debate about afterwards.
I must admit, it took me a while to wrap my head around the concept of cloud brokerage, partially as the pushing of the term was coming more from the analyst community than the rest of the cloud industry. Williams Fellows from 451 Research refers to this as “…a ‘cloudemic’ of firms now stamping ‘cloud broker’ across their service portfolios”. Tiffani’s view was that 90%+ of the AWS partners in the room (including Smart421) were brokers. It’s such a broad definition, e.g. Gartner’s definition is
Cloud services brokerage (CSB) is an IT role and business model in which a company or other entity adds value to one or more (public or private) cloud services on behalf of one or more consumers of that service via three primary roles including aggregation, integration and customization brokerage.
The great thing about definitions is that you can never have enough :). Way back in mid 2011 NIST published the following definition of a Cloud Broker…
The default view taken in society in that anyone with the title “agent” (aka broker) is looked down upon – e.g. estate agent, recruitment agent etc :). But by this definition I guess we’re all brokers in one way or another, even if it’s just combining toast and scrambled eggs to make the kid’s breakfast in the morning (aggregation).
Looking at what Smart421 delivers for our customers – we integrate different cloud and non-cloud services, we design and implement complex cloud environments and we add a 24×7 ITIL-based service management capability on top including ongoing capacity and cost optimisation. We also add value by handling access management, enhanced security, managing billing complexities and bringing new market innovations to our customers (as cloud service providers like AWS are still innovating and releasing functionality at an amazing rate, too fast for customers to keep up generally). I guess that means I get to wear the badge too!
In a blog post tomorrow I’ll talk some more about one of the oft-touted cloud brokerage promises – that of dynamically migrating IT workloads across cloud providers (closely related to the dreaded phrase “bursting into the cloud”), and of making deployment-time decisions about which cloud service provider to use…and why I don’t believe in it.