It's written in the cloud: the hype and promise of cloud computing

Purpose of paper: This viewpoint discusses the emerging IT platform of Cloud Computing and discusses where and how this has developed in terms of the collision between internet and enterprise computing paradigms – and hence why cloud computing will be driven not by computing architectures but more fundamental ICT consumption behaviours. Design/methodology/approach: The approach has been based upon the discussion and recent developments of Software as a Service (SaaS) and associated ICT computing metaphors and is largely based upon the contemporary discussion at the moment of the impact of social, open source and configurable technology services. Findings: It is suggested that whilst cloud computing and SaaS are indeed innovations within ICT, the real innovation will come when such platforms allow new industries, sectors, ways of doing business, connecting with and engaging with people to emerge. Thus looking beyond the technology itself. Practical applications: Brings together some of the recent discussions within the popular as well as business and computing press on social networking, open source and utility computing. Social implications: Suggests that cloud computing can potentially transform and change the way in which IS and IT are accessed, consumed, configured and used in daily life. Originality / value of paper: Author viewpoint on a contemporary subject.