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Cloud computing is about 10 years old. We're not talking the technology -- that's decades old -- but the term "cloud computing" itself. When it got a name, the cloud became a real phenomenon, and after all this time, it's gone from being the enfant terrible of enterprise computing to the assumed platform for new enterprise computing. That change was clear at this week's AWS Re:Invent cloud show.

Although computing as a service -- what we call the cloud -- remains an evolving notion, it is now fundamental to pretty much everything. Whether you're thinking Internet of things, big data, mobile computing, or gaming, they are all affected by the use of public and private cloud services. In fact, cloud computing as a concept is systemic to most of what we do in the world of computing these days.

But if everything is a cloud, then nothing is a cloud, and that may be the next phase of this shift. Practically everybody -- not only Amazon Web Services, which got all the attention this week -- is a public cloud provider. Likewise, all the features that make a cloud a cloud -- elasticity, self-provisioning, tenancy, and usage-based cost -- are now common even in enterprise data centers.

There is no line any longer between where the cloud begins and traditional computing ends.

Perhaps we should retire the phrase "cloud computing" and call it what is really is today: computing.

I doubt we will. Successful labels have long lifespans that outlive the need for them. Plus, having a name lets everyone define it in their own self-interest, such as to use it as cover for a regular data center by a cloud-adverse IT organization or to make some unrelated technology more appealing by calling it a cloud technology.

Even when marketing reasons fade away, it's hard for pervasive terms to die. As an architect, I see the cloud as I do past innovations such as distributed computing, client/server, and the Web: They're attributes and patterns. All are now baked into how we do computing and are no longer separate items. But few people see it that way, especially when marketing concerns are paramount as they still are for cloud computing.

I know that truth firsthand and have found that I get more business and more money as a "cloud architect" than if I called myself an "IT architect." An IT architect today is or should be a cloud architect. But whether the issue is reality or perception, people don't equate them -- which is why despite my belief that cloud computing has become simply computing, I still call myself a cloud architect.

Internet of things steals cloud spotlight at AWS Re:Invent

David Linthicum Columnist

David S. Linthicum is a consultant at Cloud Technology Partners and an internationally recognized industry expert and thought leader. Dave has authored 13 books on computing.

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It's time: Out with 'cloud,' in with computing | InfoWorld

For years, getting into the business of renting out extra computing power through the cloud has been a bit like getting into the business of nuclear power. First, you have to spend a few hundred million dollars on ginormous hardware and the pricey software to run it. Next, you have to hire a team of Ph.D.s to make sure the equipment always runs pretty much perfectly, because one screw-up means a customerprobably a big corporate IT departmentleaves forever.

That formula is changing as cloud startups such as DigitalOcean and Backblaze begin to compete for customers with the likes of Amazon.com, Microsoft, and Google. The startups have managed to underbid the giants in certain markets by keeping expenses relatively low, either by writing their own versions of the software needed to run a cloud or by handcrafting the hardware needed to house one. All the tools were using really pay dividends, says DigitalOcean Chief Executive Officer Ben Uretsky. I think that gives us a leg up.

Uretskys New York-based company sells its cloud services predominantly to software developerswhose priority is cheap storage and equipment they can customize. DigitalOcean writes its own software, and its also been a leading buyer of custom data-center hardware, which Chief Operating Officer Karl Alomar says has helped it win sizable volume discounts from suppliers such as Dell and Lenovo. Four-year-old DigitalOcean now has more host computers in its cloud (almost 200,000) than any other company but Amazon (which has about twice that), says researcher Netcraft.

DigitalOcean is managing more than 100million gigabytes of data, about the size of Facebooks video and photo library when it went public in 2012. DigitalOcean rents out its computers for $10 per month or a penny and a half an hour, a price comparable to or below those at Amazon, Google, and Microsoft, according to researcher Scalyr.

Backblaze, which for most of its eight years has sold only data-backup plans, said on Sept.23 that its pushing into cloud storage at half a penny per gigabyte per month, 30percent lower than Amazons cheapest service. CEO Gleb Budman says hes gotten there by focusing on the hardware sideand using a certain amount of mad science.

His teams first effort at a homemade cloud server, in 2008, was just a bunch of USB thumb drives connected to one another, Budman recalls with a chuckle. The breakthrough came later that year, when his team linked nine storage drives to form a motherboard on a wooden server rack. We took it to the data center and racked it, ignoring the sign that said dont bring flammables in, he says. Backblazes rig, called the Storage Pod, keeps prices down by sticking to storage, Budman says180,000 gigabytes of capacity but a low-end processor and a power button that costs $10 instead of one that costs $25. Backblazes cloud manages about 150million gigabytes of data.

The two startups financing strategies differ dramatically. DigitalOcean has raised almost $200million in venture funding, most recently $83million in July from investors including Access Industries and Andreessen Horowitz. (Bloomberg LP, the owner of Bloomberg Businessweek, is an investor in Andreessen Horowitz.) DigitalOcean wouldnt discuss its sales, but a person familiar with its finances says its on track to reach about $100million in recurring annual revenue by yearend. Budman says Backblaze has raised $5.3million and doesnt need further funding because its profitable, with sales of more than $10million in 2014.

The trade-off for both companies cheaper clouds is that they lack some of the more advanced features bigger rivals offer, such as sophisticated database and machine-learning services. That makes it tougher to peel off Fortune500 types from the Amazons of the world, but, as long as the startups sell to individual software developers, it may not be a handicap, says Lydia Leong, an analyst for Gartner. For developers, she says, a tight focus on processing or storage reduces the number of potential bugs.

Given their size, both companies acknowledge theyre not prepared to match bigger providers features or fight a broader price war. For now, Budman is looking to sign up developers as customers for Backblazes new storage service. He says he topped 5,000 on the first day. As for DigitalOcean: Were not trying to have the breadth of Amazon, says platform engineering manager Sam Kottler. Thats a fruitless task if youre not Amazon.

The bottom line: Cloud startups are selling computing power and storage for prices at or below Amazons and Googles.

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Cloud Computing Finally Gets Some Startups - Bloomberg ...