Amazon.com CTO weighs in on vendor marketing.
Public cloud compute pioneer Amazon.com has slammed the marketing campaigns of the world's largest hardware and software vendors over the use of the phrase "private cloud."
"Private cloud" is used by a variety of vendors to describe virtualised hardware, software and networking stacks that are able to offer an enterprise a consolidated pool of server compute and storage in a "utility-like" fashion.
The "public cloud", by contrast, sees these same IT resources delivered over the internet in an "on-demand" elastic fashion by large external service providers and sold on a "pay as you go" pricing model.
IT equipment labelled "private cloud" is often sold on the basis that organisations may choose to operate in a "hybrid" model in future - choosing which applications and services are hosted in-house and easily pushing others to public clouds as the need arises.
But Amazon web services, which pioneered Infrastructure-as-a-service (via its EC2 product) and storage-as-a-service (via its S3 product) has had a gutful of the terminology.
Amazon.com chief technology officer Dr Werner Vogels [pictured] told delegates at CeBIT this week that even analyst group Gartner's definition of cloud computing is flawed, as it omits important considerations such as "on demand" and "pay as you go pricing".
Dr Vogels compared buying your own "private cloud" computing equipment with relying exclusively on your own diesel generators instead of connecting to the electricity grid.
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