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The trend is for more workloads to go into the cloud but over the course of this year the cracks in the public cloud strategy have started to show giving the on-premise community a chance to shout loudly about the proposition they offer.
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Those providing private cloud or hybrid propositions have been criticised in the past for failing to counter the public relations steam roller that promoted AWS, Azure and Google but it is clear the argument is far from won.
Cases of customers pulling back from the cloud because of the costs have become a feature of most channel anecdotes and warnings about how much the bills rack up have been made at various times by different industry players.
The phrase 'unclouding' crept into the channel lexicon and started to inspire discussion from the summer onwards as it started to become more of a trend.
One of those that spoke up back in the summer about cloud costs was workload management specialist Turbonomic, which can help customers in either a public cloud or on-prem capacity.
Shmuel Kliger, founder of Turbonomic, used the example of one enterprise customer that had planned to put 10% of its workloads into the public cloud and had then been faced with a $5m bill.
"Once they saw the bill the goal is changing and the aim now is to reduce the public cloud costs before they put anymore workloads into the cloud," he said.
He said that the speed and elasticity of public cloud was one of the main attractions but vendors and their channel partners that could help deliver that sort of environment on-prem needed to shout a bit louder.
"IT on premise needs to match that experience and our partners can help manage it," he added that it was currently ramping up its channel in Europe.
The firm has a relationship with Cisco and its channel has been handling the product but there were plans in 2018 to get more Turbonomic partners on board.
Concerns about the cost of public cloud contracts and the potential for hybrid arguments to be made was also a topic of discussion at MicroScope's most recent storage roundtable. Vendors at the event agreed that there had been a level of naivety from some customers about just what was involved with putting workloads onto a public platform from one of the big providers.
"Making the move [to cloud] because it’s fashionable, without studying the needs of the organisation and looking for solutions and technologies that serve it best, is far from ideal. It’s not a utopia for everything, but marketing around the cloud is so good, it makes it look like the perfect solution for all organisations. That’s how businesses end up wanting to repatriate from the cloud," said Ezat Dayeh, regional technical architect at Cohesity.