Cloud washing

What is cloud washing?
Cloudwashing ist ein abwertender Begriff für eine vermeintlich Cloud-basierte Lösung, die überhaupt keine echten Cloud-Features verwendet. Die Implikation hinter dem Begriff ist, dass ein Unternehmen versucht, existierende Nicht-Cloud-Produkte als ‚Cloud computing‘ weiterzugeben. Unternehmen, von denen man glaubt, dass sie Cloudwäschen sind, werden angeblich ihr Portfolio von Cloud-Produkten in ihren Finanzberichten aufblasen.

People who use the word 'cloudwashing' believe that many companies are artificially increasing the number of cloud products because cloud computing has become the latest buzzword.

According to TechTarget, true cloud solutions are user provisioning based on pay-per-use billing with multi-tenant architectures. 'Cloudwashing' is applied to enterprise companies, especially the mainframe world, that are trying to re-brand old solutions with the cloud.

Der Begriff ist analog zu einem anderen pejorativen Begriff, ‚Greenwashing‘, wo Unternehmen versuchen, zu behaupten, dass ihre Produkte umweltfreundlich sind, wenn sie es wirklich nicht sind.

With cloud vendors reportedly inflating the number of cloud products they have on the financial statements they are required to file as public companies, the practice has drawn some legal attention. The US Securities and Exchange Commission asked IBM about the alleged inflation of its cloud portfolio in 2013. In 2016, Svetlana Blackburn, a former senior finance manager at Oracle, filed a lawsuit accusing the company of overrating the company for selling cloud products. Oracle counterclaimed malicious law enforcement.

Even if the cloud is the latest buzzword, the concept behind it is hardly new. Utility computing plans were first introduced in the 1960s.

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