A review of cloud business models and sustainability

V. Chang, G. Wills, D. De Roure

    Research output: Chapter in Book/Report/Conference proceedingConference contribution


    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.
    Original languageEnglish
    Title of host publicationProceedings - 2010 IEEE 3rd International Conference on Cloud Computing, CLOUD 2010
    ISBN (Print)978-1-4244-8207-8
    Publication statusPublished - 4 Jul 2010
    EventIEEE 3rd International Conference on Cloud Computing - Miami, Florida, United States
    Duration: 5 Jul 201010 Jul 2010

    Publication series

    NameIEEE explore
    ISSN (Print)2159-6182
    ISSN (Electronic)2159-6190


    ConferenceIEEE 3rd International Conference on Cloud Computing
    Country/TerritoryUnited States


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