Cloud Computing Value Chains: Understanding Business and Value Creation in the Cloud

Abstract

Based on the promising developments in Cloud Computing technologies in recent years, commercial computing resource services (e.g. Amazon EC2) or software-as-a-service o erings (e.g. Salesforce.com) came into existence. However, the relatively weak business exploitation, participation, and adoption of other Cloud Computing services remain the main challenges. The vague value structures seem to be hindering business adoption and the creation of sustainable business models around its technology. Using an extensive analyze of existing Cloud business models, Cloud services, stakeholder relations, market con gurations and value structures, this Chapter develops a reference model for value chains in the Cloud. Although this model is theoretically based on porter's value chain theory, the proposed Cloud value chain model is upgraded to t the diversity of business service scenarios in the Cloud computing markets. Using this model, di erent service scenarios are explained. Our ndings suggest new services, business opportunities, and policy practices for realizing more adoption and value creation paths in the Cloud.