{"id":421,"date":"2015-03-30T11:37:54","date_gmt":"2015-03-30T15:37:54","guid":{"rendered":"https:\/\/solutionsreview.com\/cloud-platforms\/?p=421"},"modified":"2016-10-18T11:23:29","modified_gmt":"2016-10-18T15:23:29","slug":"what-is-cloud-washing-3-examples-of-buzzword-marketing-gone-too-far","status":"publish","type":"post","link":"https:\/\/solutionsreview.com\/cloud-platforms\/what-is-cloud-washing-3-examples-of-buzzword-marketing-gone-too-far\/","title":{"rendered":"What is Cloud Washing? 3 Examples of Buzzword Marketing Gone Too Far"},"content":{"rendered":"<p><a href=\"https:\/\/solutionsreview.com\/cloud-platforms\/files\/2015\/03\/Cloud-Washing-Cloud-Computing.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-443\" src=\"https:\/\/solutionsreview.com\/cloud-platforms\/files\/2015\/03\/Cloud-Washing-Cloud-Computing.jpg\" alt=\"Cloud Washing Cloud Computing\" width=\"600\" height=\"300\" \/><\/a>By now, Cloud computing is a <a href=\"https:\/\/en.wikipedia.org\/wiki\/Cloud_computing\">very<\/a> <a href=\"https:\/\/searchcloudcomputing.techtarget.com\/definition\/cloud-computing\">well<\/a> <a href=\"https:\/\/www.ibm.com\/cloud-computing\/us\/en\/what-is-cloud-computing.html\">defined<\/a> <a href=\"https:\/\/www.webopedia.com\/TERM\/C\/cloud_computing.html\">term<\/a>. Anyone with an internet connection is just a Google search away from knowing its basic definition.<\/p>\n<p>Here\u2019s what you get when you search for \u201ccloud computing definition\u201d:<\/p>\n<p><a href=\"https:\/\/solutionsreview.com\/cloud-platforms\/files\/2015\/03\/clouddef.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-422\" src=\"https:\/\/solutionsreview.com\/cloud-platforms\/files\/2015\/03\/clouddef-300x82.png\" alt=\"clouddef\" width=\"311\" height=\"85\" srcset=\"https:\/\/solutionsreview.com\/cloud-platforms\/files\/2015\/03\/clouddef-300x82.png 300w, https:\/\/solutionsreview.com\/cloud-platforms\/files\/2015\/03\/clouddef.png 559w\" sizes=\"(max-width: 311px) 100vw, 311px\" \/><\/a><\/p>\n<p>That&#8217;s a pretty decent start. If our Google-searcher reads on he or she will quickly learn that any legitimate cloud service is characterized by three main benefits: elastic resources, self-service provisioning, and pay per use.<\/p>\n<p>So why do marketers keep throwing \u2018Cloud\u2019 around like a meaningless buzzword? Here\u2019s another term, which you may not have heard of: <em>Cloud washing<\/em>.<\/p>\n<p>Cloud washing, as defined by techtarget.com, is \u201cthe purposeful and sometimes deceptive attempt by a vendor to rebrand an old product or service by associating the buzzword &#8220;cloud&#8221; with it.\u201d<\/p>\n<p>Much like <a href=\"https:\/\/www.greenwashingindex.com\/about-greenwashing\/\">greenwashing<\/a>, cloud washing is often a convenient way for vendors to attach a product\u00a0to a trend without changing it.<\/p>\n<p>So, without any further delay, here are\u00a0three examples of rediculous cloud washing:<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Western Digital\u2019s My Cloud \u201cPersonal cloud storage device\u201d <\/strong><\/p>\n<p><a href=\"https:\/\/solutionsreview.com\/cloud-platforms\/files\/2015\/03\/wdsfMyCloud.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-423\" src=\"https:\/\/solutionsreview.com\/cloud-platforms\/files\/2015\/03\/wdsfMyCloud-300x133.jpg\" alt=\"wdsfMyCloud\" width=\"323\" height=\"143\" srcset=\"https:\/\/solutionsreview.com\/cloud-platforms\/files\/2015\/03\/wdsfMyCloud-300x133.jpg 300w, https:\/\/solutionsreview.com\/cloud-platforms\/files\/2015\/03\/wdsfMyCloud-800x355.jpg 800w, https:\/\/solutionsreview.com\/cloud-platforms\/files\/2015\/03\/wdsfMyCloud.jpg 980w\" sizes=\"(max-width: 323px) 100vw, 323px\" \/><\/a><\/p>\n<p><strong>Vendor Copy:<\/strong> <em>\u201cWith My Cloud, it\u2019s no longer a mystery where your personal files are stored. It\u2019s your own cloud that you control, so you\u2019ll know that your videos, photos, music, and documents are in one safe place\u2026your place.\u201d<\/em><\/p>\n<p><em>Finally!<\/em> It\u2019s the on-premise cloud storage solution we&#8217;ve all been waiting for!<\/p>\n<p>Rule of thumb: if anyone offers you a cloud that you can \u2018take home,\u2019 it\u2019s not cloud. In this case, the product in question is a Network-attached storage (NAS) device, something that has been around for a long time, which has recently enjoyed a new coat of cloud paint from many storage companies.<\/p>\n<p>To be fair, NAS is pretty useful, it\u2019s just not cloud. But hey, that commercial <em>is <\/em>pretty cool.<\/p>\n<p><iframe loading=\"lazy\" title=\"Overclouded--WD Commercial\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/-ZSPqWwGp2Y?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p><strong>Moleskine\u2019s \u201ccloud-connected\u201d Smart Notebook<\/strong><\/p>\n<p>This is a notebook, like, with paper. You draw in it with a pen. It is not a netbook. Just clearing that up.<\/p>\n<p>The Moleskine Smart notebook features special page markings and an Adobe Creative Cloud connected Moleskine app to upload your drawings to Photoshop, InDesign or whatever other Adobe apps you may be using.<\/p>\n<p>As a cross-marketing idea, this works pretty well. Do creatives use Adobe? yes. Do creatives love Moleskine? Judging from the number of bound\u00a0black notebooks at my local coffee shop, yes. But I\u2019d hesitate to say that calling this product \u201ccloud-connected\u201d is anything but a stretch.<\/p>\n<p>Side-note: Adobe Creative Cloud is blurring the lines itself. If customers need to install your software on their hard drive to run it, can your suite really be considered cloud? They do offer cloud storage and file management, but the fact that I\u00a0can\u2019t access and use those files online from any device makes Creative Cloud questionable.<\/p>\n<p><iframe loading=\"lazy\" title=\"The Moleskine Smart Notebook, Creative Cloud connected.\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/KYdu_mrVjEM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p><strong>BracketCloud.com \u201cTournament management in the cloud.\u201d <\/strong><\/p>\n<p>March madness in the cloud!<\/p>\n<p><strong>Vendor Copy:\u00a0<\/strong><em>\u201cBracketCloud integrates a tournament bracket maker, printable brackets, round-robin scheduling and social tools in one platform accessible from any computer, mobile or tablet you use.\u201d<\/em><\/p>\n<p>I guess this could be considered SaaS, but does it really have to be? There are plenty of businesses doing this, Draftkings, YahooSports, and ESPN all come to mind, but nobody else is claiming &#8216;cloud.&#8217; It looks like this idea never really took off, do we have to wonder why?<\/p>\n<br \/>Widget not in any sidebars<br \/>\n","protected":false},"excerpt":{"rendered":"<p>By now, Cloud computing is a very well defined term. Anyone with an internet connection is just a Google search away from knowing its basic definition. Here\u2019s what you get when you search for \u201ccloud computing definition\u201d: That&#8217;s a pretty decent start. If our Google-searcher reads on he or she will quickly learn that any [&hellip;]<\/p>\n","protected":false},"author":24,"featured_media":443,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2],"tags":[11,47,22],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is Cloud Washing? 3 Examples of Buzzword Marketing Gone Too Far<\/title>\n<meta name=\"description\" content=\"Cloud computing is now a well defined term, but marketers continue to misuse it. 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