Pricing cloud services—the impact of broadband quality

In the last few years, adoption of cloud computing has shown a marked increase across the world. Moreover, the smaller markets, viz., Asia-Pacific, Latin America, Middle-East, etc., are expected to grow at more than the average rate for the next few years. While this is good news for cloud service providers, significant obstacles to cloud adoption still remain a major cause of concern, for example, the quality of broadband services. As the quality of broadband services is not uniform across the different geographies, pricing of cloud services must take this non-uniformity into account. This paper provides managerial guidelines for cloud service providers on pricing their offerings. We develop optimal pricing strategies for a typical cloud service provider by modeling the utility of a customer of cloud services as a function of two vectors. The first vector is a set of parameters which contribute positively to the utility of a customer, and the second vector is a set of parameters which have a negative effect on the utility. We explore two pricing plans: usage based and fixed fee plan; determine the conditions under which customers would select one plan over another, and discuss the significance of these conditions for cloud service providers. & 2014 Elsevier Ltd. All rights reserved.