This trend will evolve in 2015 as the market separates into the disruptors and the disrupted. With scrappy new technology companies aligning themselves with the Big Three, and the incumbent IT players trying to maintain relevance, we expect to see the following four trends emerge as the dominant direction of the marketplace in the coming year:
Enterprise technology vendors learn they have to use the cloud and not be the cloud.
Given the scale of investment required and their head start in the public cloud market, Amazon Web Services (AWS), Microsoft Azure and the Google Cloud will maintain significant leads, primarily fighting with each other. Although traditional IT vendors will continue to market their cloud offerings as counterpoints, the Big Three's repeated price cuts and new feature rollouts will make it difficult for any players with legacy software or hardware businesses to compete without cannibalizing their existing franchises. As with all such battles, the increased emphasis on low price over innovation will limit the appeal of basic cloud services from alternative providers.
Contributed article by Lazarus Vekiarides, chief technology officer and co-founder, ClearSky Data