Research Report on Finding The Impacts of Cloud Computing on Marketing World

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MATRIX IN CLOUD INDUSTRY
AND
ITS IMPACT ON MARKETING STRATEGY

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Table of Contents
CHAPTER 1 INTRODUCTION 4
1.1 Overview 4
Background of the IT industry in UK 8
Background of the organization 8
Potential significance of the study 9
Framework of the study 9
Structure of the report 10
CHAPTER 2 LITERATURE REVIEW 12
2.1 Overview 12
2.2 Ansoff Matrix 12
2.3 Use of Ansoff matrix in IT industry 15
2.4 Cloud computing 16
2.5 Cloud maturity model 19
REFERENCES 21

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LIST OF FIGURES
Figure 1: Working of cloud computing 4
Figure 2: Model of Ansoff Matrix 6

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CHAPTER 1 INTRODUCTION
1.1 Overview
Framing of research report comprises of several methods and tools which are used to prove
the significance of the subject matter. This research will be discussing the Ansoff matrix in the
cloud industry and its impact on the deciding marketing strategy in the IT industry. Here, it is
essential to take into consideration the term" cloud computing" for this study. Emergence of the
term is unclear in some way. The word "cloud" is generally used in Science to state great
agglomeration of objects that visually appear from a distance as a cloud. Similar to the above
meaning, the word cloud is used to signify the internet (Ahson and et.al, 2010 ). It is a very latest
phenomenon constructed on the field of research in distributed and utility computing,
virtualization, networking web and software services. It is involved with architecture related to
the service, greater flexibility, reduced costs of IT overhead and ownership, on demand services
and many other things (Buyya, Broberg and Goscinski, 2010).
Figure 1: Working of cloud computing
(Source: Escalante and Furht, 2010)

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Cloud computing comes into the picture when an individual or business thinks about what
Information technology needs. It is defined as the deliverance of computing as a service not as a
product (Chee and Franklin, 2010). It is the platform where shared information, resources and
software are provided to the computers and other devices for use over a network. It can be
private, public and hybrid. The phenomenon is dependent on the sharing of resources in order to
achieve consistency and economies of scale, as similar to the utility over a network (Christiana
and Okezie, 2012). It lays emphasis on maximizing the effectiveness of the shared resources.
These resources are not only shared by the multiple users but are also animatedly redistributed
per demand. It can result in allocating resources to the users. This phenomenon facilitates
organizations to eliminate open costs related to the infrastructure (Escalante and Furht, 2010). It
lays emphasis on projects that differentiate their businesses instead of infrastructure. Cloud
computing is the outcome of evolution and adoption of existing technologies. The major aim is
to facilitate the users to reap benefits from all these technologies without having a deep
knowledge and expertise. It is aimed at improving the costs and helping the users to focus on
their business activities despite of being hindered by the problems related to information
technology. Cloud computing is an effective action in the introduction of on-demand IT products
and services. It is evident that it will be based on virtualized resources up to a great level.

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Ansoff Matrix
Figure 2: Model of Ansoff Matrix
(Source: Thompson & Strickland, 2003)
Successful enterprises invest a lot of time in figuring out how they can make efforts to
increase the profits in the business. Generally for this purpose, they must have hundreds of ideas
about what is to be done (Christensen, Cook & Hall, 2005). These actions could include
developing new products, entering into new market and adopting a new marketing strategy etc.
In the same manner, individuals within the company also have different ideas regarding how to
develop their career (Constantinides, 2004). Probably they expect to enhance their skills,
strengthen their position and also desire to work in a new industry. So in order to predict what
ideas can bring changes, a strategic approach comes into the limelight which is Ansoff Matrix
(Hill & Jones, 2007). It can really help in screening the options, narrowing down the choices and
selects the best one which is suitable for the situation. It is a strategic instrument which provides
a model that helps the executives and managers to design strategies and approaches for growth &
development (Fynch, 2003). It is concerned with offering four different types of growth
strategies.

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Market Penetration - With this strategy, company plans to gain growth in the current market
through their existing products. They aim at increasing their market share (Macmillan &
Tampoe, 2000). It is considered as a less risky technique as it leverages many of the existing
resources and capabilities of the business.
Market development – Here, the organization tries to achieve growth through targeting its
existing products in the new market segments. It is more risky as compared to market penetration
because the company is driving into new market (Thompson & Strickland, 2003).
Product development - With this strategy, they make efforts to develop a new product in the
existing market segments. It can be more suitable if the strengths of the business are more in
accordance with its clients and customers despite of being to a specific product (Hall and Lobina
2007).
Diversification - Here the company completely changes its direction and make approaches to
enter into a new market with a new product. It is the most risky of all the four strategies because
it requires product and market development outside the core competencies of the company
(Johns & Pineb, 2002). So, in this manner it can be derived that Ansoff Matrix is definitely a
valuable instrument for every business house. This model can guide the business in different
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Cloud Computing Impact on Marketing
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situations and also solve many related issues which are hindrance in the growth (Sohn Lee and
Lee, 2003).
Background of the IT industry in UK
Information technology is the most booming industry in UK and holds a significant share in
the market. Population in the country is very techno-friendly and makes perfect use of it in every
field. One of the great things about IT is that it keeps on changing and evolving in a better
manner. Online generation and mobiles are also playing a major role in the industry. At present,
Cloud computing is the fastest growing sector in the industry and it is being involved by many
public and private sector organizations. This study also talks about cloud computing and its role
in the IT industry of UK.
Background of the organization
Decimalogic is a firm offering information technology solutions within the service and
manufacturing sectors of UK. Along with solutions, it also provides consulting services to the
corporate clients. Their aim is to unravel all the demanding technological challenges through
providing high performance computing, server, storage and cloud computing answers with
achieving costs improvements and reductions (Decimalogic, 2014). Their great relationship with
their partners helps them in achieving effective results and efficiency. They constantly focus on
providing innovative solutions so that their rate of customers reaches at great level. This study
examines the Ansoff Matrix in the cloud industry and its impact on the deciding marketing
strategy for the Decimalogic. It is related with the investigating the use of this matrix in the IT
industry. Further, it will discover how the company can learn from the model and cloud
computing. Application of this model will help the company in identifying how they can use
cloud computing as their effective business strategy.
Aim and objectives of the study
Every research is performed with certain aim and some objectives. This research also
follows the same:

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The major aim of the research is to study the Ansoff Matrix in the Cloud Industry and its
impact on the deciding marketing strategy for Decimalogic.
Objectives
To critically evaluate the literature on the Ansoff model in the context of the IT industry
To examine the use of Ansoff matrix within the IT Industry
To provide Recommendations for IT/Industry in the context of cloud computing.
Research questions
What are the theories and models related to Ansoff Matrix in Decimalogic?
What is the use and application of Ansoff model within the company?
How the company can learn from the matrix and cloud computing?
Potential significance of the study
This research is concerned with the scope of IT industry. It will help in deriving many
valuable benefits of the cloud computing for the industry. It will also reflect how Ansoff matrix
can be a valuable strategic approach for the companies operating in the above sector. Results and
outcomes of the research will show how cloud computing can be an effective strategy for the
Decimalogic. This study will also add its contribution towards the existing review of literature
regarding the subject. Along with that it can be a guide to the future researchers who wishes to
perform research in this subject. It will also leave a scope for improvement in the further studies.
Hence, it can be said that this dissertation can be a strong evidence of examination about the
related subject.
Framework of the study
The framework offers details about the steps in which the research is to be carried out.
Framework states that various research methods and strategies must be used in effective manner.
It makes sure that report is to be documented in valid and accurate manner. Hence, the selection

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of sources of data collection, sample size, sampling method, respondents, design, philosophy,
approach etc is to be done in appropriate way. Wrong application of research methods and
techniques can result in producing negative outcomes for the study. Hence, it is important that
researcher must follow the framework while the course of whole dissertation.
Structure of the report
The research will have the following chapters:
CHAPTER 1 INTRODUCTION
This chapter is the initial stage of the report where a brief introduction about the terms
related with the research is given. It will talk about the background of the IT industry and
Decimalogic Company. Potential significance and importance behind the study will be
discussed. Further, it will propose the aim and objectives of the research.
CHAPTER 2 LITERATURE REVIEW
This chapter conducts the critical evaluation of all the findings and facts related to the
subjects. It sum ups all the secondary information and them tries to find out the gaps inside.
Along with that, theories, concepts and contributions from the previous researchers are also
discussed in critical manner. Researcher tries to examine the information through deriving
positive and negative implications.
CHAPTER 3 METHODOLOGY & METHODS
This section is very significant because it reflects how the researcher has performed the
study. It is evident that research is a very stringent process and requires effectual application of
methods and approaches. It will reflect the various trajectories that are adopted by the researcher.
It will talk about design, approach, philosophy, type, sample size, sampling, ethical framework,
limitations, validity & reliability etc.
CHAPTER 4 PRESENTATIONS OF DATA (FINDINGS)

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The chapter is designed with the purpose of presenting the findings related to the issue. It
will collect the relevant primary & secondary information and reflect the findings in form of
statistical evidences and graphs. These findings will help in contributing towards achievement of
research goals and objectives of the study.
CHAPTER 5 DISCUSSIONS AND INTERPRETATION OF FINDINGS
In this chapter, findings collected in chapter 4 will be discussed and interpreted. It is
important that findings must be interpreted correctly so that there will be no loopholes and gaps
in the study.
CHAPTER 6 ANALYSES OF DATA
Data analysis is the most critical section of the study. It analyzes the information by using a
suitable method. This study is of qualitative nature so the data will be analyzed through thematic
analysis. It is essential that information should be evaluated in the correct manner so that
valuable outcomes can be generated. Wrong estimation of findings and incomplete information
can produce negative outcomes for the study. Hence, it is essential that data should be analyzed
in appropriate manner.
CHAPTER 7 CONCLUSIONS, IMPLICATIONS AND RECOMMENDATIONS
This will be the last chapter of the whole dissertation. Under this, various types of
conclusions will be made. All facts and information related to the study are interpreted carefully
in order to make valuable results. Along with the conclusions, related suggestions and
recommendations are also made. It is done with the purpose of solving the issues raised from the
study. It will also discover the limitations and drawbacks associated with the work. Further the
recommendations will also be made that will leave a scope of improvements for the future
studies.
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CHAPTER 2 LITERATURE REVIEW
2.1 Overview
Literature review is the section which performs the critical evaluation of all the data and
information available. At this stage, all the models, theories, concepts are analyzed. Researcher
will also critically evaluate the opinions and thoughts of the previous researchers. It also helps in
the identifying the gaps so that he can drive in the right direction. With this section, he will gain
appropriate knowledge about the subject matters so that he can go through all negative and
positive consequences. Likewise, literature review will help in understanding the expediency of
Ansoff Matrix and Cloud Computing from the point of view of many authors. Here, the main
focus is laid on application of Ansoff matrix in the cloud industry. All the major findings will
helps in achieving the proposed aim and objectives of the study.
2.2 Ansoff Matrix
According to Christensen, Cook & Hall, 2005, Corporate strategic decisions are made on the
basis of the techniques through which a company could leverage its existing competitive
advantages in ensuring growth and development. On the other side, sustainable competitive
advantage is largely dependent on how well the above actions are executed. At present, business
looks for growth and development through innovation in marketing and product. It helps them to
adopt different business strategies on the basis of the product they sell and the market they target
(Constantinides, 2004). The Ansoff matrix presents the product and market choices available to
the company. Market is related with the customers, products etc. It is also considered as the
market or product matrix in some manner. It involves examination of options available to the
company in broader way and is a very useful approach in designing some possible strategies so
that the gap between where the firm may be without a change in strategy and where it desires to
be can be reduced (Hill & Jones, 2007). The tool was first published in the Harvard Business
Review. After that it was published in Ansoff's book on 'Corporate Strategy' in the consequent
manner. Company has to select between the options that are available for it. The selection is at
the stake of the strategy formulation process and there will be little need to think about the
strategy in case if no selections are made (Fynch, 2003). In the views of Macmillan 2000, choice

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and strategic choice is the procedure of selecting one option for the execution. Generally, firms
implement their options related to offering of their products and services in the market. The
Ansoff matrix model lays down the basis for setting the objectives & process and also frames the
directional policy for the future (Macmillan & Tampoe, 2000). It is also used in performing
activities such as marketing audit.
Market penetration is a strategy which is adopted when an organization integrates a market
with its current products. It is essential to note that this strategy initiates with the existing
customers of the company (Thompson & Strickland, 2003). It is being used by the company for
raising the sales without diverting from the original product market strategy. Business performs
the integration in three ways, firstly through acquiring competition from the competitors,
secondly through enhancing the product quality or service level and thirdly through attracting
non-users of the products (Hall and Lobina, 2007). It is considered as the most significant
strategy because it signifies that retaining existing customers is cheaper than attracting new
customers. Market penetration is done with some major objectives. The idea is to maintain or
increase the market share of current products and this can be achieved by adopting actions like
competitive pricing strategies, sales promotion, advertising etc (Johns & Pineb, 2002). Further
under this strategy, efforts are made to secure the dominance of growth markets. It also provides
a complete outlook by restructuring into a mature market through driving out the competitors.
Here, this situation would need a more aggressive promotional campaign which is supported by a
pricing approach that is developed to make the market unpleasant for the customers (Sohn, Lee
and Lee, 2003). On the whole, it can be said that this penetration strategy is more about taking
business as "usual". Company is focussing on markets and products which it knows well. It is
evident that it will create adequate information on needs of competitors and customers. The
advantage for the company is that the penetration technique does not require much investment in
market research (Christensen, Cook & Hall, 2005). It can be regarded as the safest business
strategy as compared to other three in the Ansoff Matrix.
Market development is a type of growth strategy, under which the company make efforts to
sell its existing products into new markets. There are many possible methods of implementing
this technique. Company can enter into a new geographical market and distribution channel or

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dimension. Following this strategy they drive beyond its direct clients for acquiring new ones for
its prevailing products and services. It is also concerned with selling of existing products in the
new international markets. Further, it also explores new segments of the market, discovers new
use for the organization's products and new locations to engage new customer base. As compared
to market penetration, this strategy is more risky because it requires targeting of new markets.
Also, it is concerned with going parallel with the level of competition. This is majorly done by
making use of similar methods which are used for penetration but with more costly advertising,
price promotions and so on. It is expensive because the company had to advertise in different
locations and places with different marketing campaigns.
According to Christensen, Cook & Hall, 2005, Diversification strategy is distinctive in
nature. It is because when a company diversifies, it comes out from its comfort zone. It means it
drives away from its current products & market and enters into new areas. Diversification can be
done in forward, backward or in horizontal manner. Under backward integration, organization
extends its business activities towards the inputs such as suppliers of raw materials etc within the
same business (Johns & Pineb, 2002). Forward integration is different from backward approach.
In this, the firm extends its activities towards the output like distribution within the same
business. Lastly, under horizontal technique, organization enters into a business that is related to
its current activities (Sohn, You, Lee ,Lee, 2003). Here it is essential to note that even unrelated
diversification has some synergy with the original business of the company. Another thing is that
detailed information about the success factors of this diversification is limited to the company
(Christensen, Cook & Hall, 2005). It can be said that diversified business grows faster in the
areas where it is not related. It is also significant to notice that results of diversification remained
poor in most cases and proved to be invaluable for the organization. But According to Johns &
Pineb 2002, it has proved to be a profitable venture. In their views, people always expect
something new and different from the business houses. They seek to try out new products and
services which are innovative and can offer them the best value. These days, firms prefer to go
with the trends prevailing in the market and want to make optimum use of it. So, for all these
things they need to move into the shoes of diversification (Sohn and et.al., 2003). It is regarded
as the high-risk oriented strategy as it involves stepping into an area where the parameters are not
known to the organization. Risk related to it can be reduced by moving into related markets.

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2.3 Use of Ansoff matrix in IT industry
According to Christensen, Cook & Hall, 2005, Ansoff matrix possesses huge scope and
hence can be used within the context of any industry. However, practice under this matrix gets
modified with the change in industry or company. Considering this, cited matrix can be used in
IT sector also. As far as market penetration is concerned, IT companies can use different
techniques of branding and marketing in this regard so that they able to boost their sales. It has
been evident that IT industries offers products of intangible nature therefore it is essential to
develop a significant image within the eye of potential users (Constantinides, 2004). In this
regard, companies can use various promotion methods in order to gain high amount attention
from their potential customers. For promotion, company can use influencing advertisements so
that they able to meet out with their objectuives in an effectual manner (Hill & Jones, 2007). On
the other hand, product development in IT industry can be done with the involvement of latest
features and benefits. This has been seen that IT industry is very dynamic as it incorporates
frequent changes in their products and services. Considering this, IT firm, majority of times,
follows this particular strategy so that they able to meet out with the changing need of their users.
This development offers huge scope of gaining profit through which overall profitability of firm
gets increased (Hill & Jones, 2007).
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Further, market development under IT industry is done on two basis, one is sector and another is
geographic region. Under sector, IT companies can develop new market by making necessary
adjustments in product in order to best fit with other industry also (Macmillan & Tampoe, 2000).
For instance, particular software is developed for retail sector then it can be used in automobile
sector also, if made appropriate changes. This is market development on the basis of sector. In
addition to it, if IT companies enter into new country or region with their existing IT solution,
then it is termed market development through region wise (Thompson & Strickland, 2003).
Another strategy is of diversification and this can be used in IT firm in different manner. One of
the prominent techniques of doing this under IT sector is offering of hardware also along with
software. Hence, in this manner, Ansoff matrix can be used within the context of IT industry and
hence offers an opportunity of boosting market share of company further (Sohn, You, Lee and
Lee 2003).
2.4 Cloud computing
As discussed earlier, cloud computing is one of the latest sensation in the IT industry.
Slowly and slowly it is changing the methods of business houses in which they manage their
computing needs (Ahson and et.al, 2010). It is mainly concerned with computing in the form of
SOA (Service Oriented Architecture). It is about going from product development orientation
towards the service delivery orientation. SOA renders many benefits for the organization. In the
similar manner, there are many issues and challenges related to its application and management.
There is a requirement to consider each and every factor like proper business and information
technology alignment (Buyya, Broberg and Goscinski 2010). It is also useful to consider the
likely issues and possible impacts of SOA on the business.
Hyperbole is enclosed with many innovations in IT but specifically cloud computing is
being taken seriously by the IT industry. According to a recent survey, 90% of the leaders from
business and technology expect to have implemented cloud computing by the year 2015. Under
this 40% expect a substantial implementation. According to Chee and Franklin, 2010, this
phenomenon is an alternative to many traditional IT techniques. They view cloud as a starter for
services delivery models that ensures innovation in their companies. At present, this market

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place is lead by few high profile business houses. Gradually, the numbers will increase and more
& more companies will come into the action.
The move to scalable data centres facilitate purchasing of computing resources on demand
and in a measurable manner through internet. According Jackson and Bunch, 2013 it began to
reflect the use of internet. This emphasis on the internet and measurable data centres is presented
in the most widely adopted technical definition of cloud computing. According to US National
Institute for Standards and Technology (NIST), the phenomenon is a model for providing
convenient and on-demand network access to a shared pool of configurable computing resources
(Escalante and Furht, 2010). It can be released and provisioned with minimum management
efforts and service provider communication. This definition emphasizes on cloud as a stage, for
functioning of applications. As it is an essential element so it plays the role of applicants that
drives on these platforms. According to Sosinsky, 2010, this platform reconfigures, configures,
provisions, de-provisions servers, when required. It allows applications to scale through their
hosting in large data-centers. Applications are enhanced to be accessible through the internet thus
using the large data centers and strong servers to host them. In the recent times, innovations have
included the use of cloud computing through smart devices. It is comprised of internet enabled
sensors (Shroff, 2010).
Generally, the companies trail innovations in the IT marketplace in order to identify how
their business strategies are constructed in accordance with the developments. Adoption of cloud
computing by the firms gives shapes to further key areas of the literature on it (Sean, 2011).
Further it renders many opportunities of reducing the costs and complexities related to the
business. According to Miller, 2008, cloud facilitates re-segmentation of the information
technology from a costly capital expenditure. In their views, another business advantage can be
the declined demand for the skilled labor, where the shortage of skills remains present.
Universities and education establishments can avail the benefit of provision of computing
laboratories for the students and bulk processing services for research on the basis of isolated and
pay-per-use method (Lin, 2013). For small enterprises, it provides a convincing opportunity
through lowering the obstacles for entry into computing. It also allows admittance to large data
centers so that unique and innovative service can be provided for the niche markets. Previously,

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this market is inaccessible because of the high capital costs. Above all, cloud computing has the
capability of developing new market into areas like the business intelligence (Josyula, 2012).
This area requires significant IT investment previously. According to Jennings, 2010, it offers
many benefits to emerging nations to grasp more advanced technology by connecting to cloud
providers outside the nations. Cost saving and the desire to emphasize on core potentials are the
two activities which act as the frequent motivations for traditional outsourcing. It is being
observed that there are many risks associated with solely focusing on issue of costs (Jamsa,
2013). In other words, it is evident that obtaining innovation in business through outsourcing is
distinctive from adversarial procurement strategy. This is because the objective of profit is not
shared between the parties. Instead, there is a need to bring change in the kind of relationship
between the service providers and clients (Jackson and Bunch, 2013). Cost improvement can be
supported by technological aspects of cloud computing and shared data centers. In this manner, it
can be said that the phenomenon shows a number of technical innovations which have initiated
services which are appealing to desires of the business. Innovation in data-centers also offers
many advantages for the companies (Hurwitz and et.al, 2010).
Under this computing, cost has become a key differentiator and driver and that is the reason
it offers many costs improvements for the business. This business strategy has become a
significant part of the IT industry and many of the companies of the sector are repositioning their
products in form of cloud computing (Gillam and Antonopoulos, 2010). Hence it can be said that
it is really important to develop such tools which help in the evaluation of this phenomenon
beyond such marketing efforts. So in this manner, cloud computing plays an significant role in
the IT industry.
Now the technological dimension of the cloud computing can be studied. It can be done by
exploring the innovations upon which it was founded. There are four technological cloud desires
which are identified from the evaluation. These are as follows - equivalence, variety, abstraction
and scalability (FTSE, 2010). Analyzing through technology dimension highlights the decisions
made in the relation to prevailing computing provisions. For many companies, considering this
as the decision is not in relation to separation of their current resources but it is in comparison to
such resources.

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There are number of issues and challenges associated with the cloud computing which can
be a topic of discussion. According to Escalante and Furht, 2010, there are issues about loss of
secrecy and private information. It means people hesitate to avail the cloud services because it
can results in loss of some insensitive information. Similarly, companies do not prefer to go with
placing their data on the third part cloud because this can be a disaster for their growth and
development. Along with that there are some other issues like cyber theft, security concerns etc.
Network capacity and high capacity bandwidth are the two activities that are required for
functioning of computing (Christiana and Okezie, 2012). These two act as the critical enablers
because cloud technology is organized through great data centres which are dependent on the
bandwidth. Even, increasing demand of mobile internet and wireless internet will increase the
need of capacity expansion. Some of the companies are starting to develop broadband networks
to estimate and meet the demand in a well planner manner (Bitman, 2011). Further there is a
issue related to loss of governance in a public sector firms. Here security is a major issue as there
can be a threat to the important documents and information of the company. Again there is an
ambiguity in the responsibilities between the consumer and service providers. It means any
failure to fulfill the responsibility can create many issues and problems (Knickle and et.al.,
2013). Cloud computing involves data protection risks for providers and service consumers.
There is a problem related to leak of sensitive data and this occurs when multiple data is
transferred between the users. Under this, clients at some point of time fail to check the data
handling actions of the cloud providers. In these type of services when same type of hardware is
utilized in different applications, then issues related to creation of extra copies arises. This
increases the chances of misuse of information as the data is stored permanently in the hard drive
and it is not erased appropriately (Ahson and et.al, 2010 ).
2.5 Cloud maturity model
Cloud maturity model was developed by Oracle and it is used in benchmarking the
companies in comparison to other firms in the industry. The computing needed essential
changes, to harvest all the advantages of the model in appropriate manner. It is capable of
enhancing the adoption of computing in appropriate manner (Buyya Broberg and Goscinski,

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2010). It makes use of concept of domain to classify and organize potentials. Generally there are
eight domains in the maturity model and all are in integration with each other yet different in
nature. For succession transition to cloud computing, it is essential that all domains have equal
contribution towards the process (Chee and Franklin, 2010). Again it is significant to record
the relative maturity of an individual domain and find out the areas where it is lacking. After the
identification of the areas it starts working on the defaulting areas. Hence by these actions,
overall performance of the cloud computing services will be improved (Christiana and Okezie,
2012). There are certain domains of the model. It can be very useful in designing business
strategy, increasing motivation, constructing guiding principle and establishing a funding model.
Architecture states the guidelines for practitioners in order to ensure security and safety of the
resources of the company. It involves characteristics such as interoperability, resource pooling
and self services (Jamsa, 2013). Infrastructure is concerned with the service infrastructure and
instruments which are responsible for creating technical base for the cloud. The model also has
the potential to store and collect the information related to customer entitlements, management
etc. It reduces uncertainty through effective controlling of data storage.
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