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Why do cloud companies have to use so much jargon?

Cloud technologies are very simple. At least, simple in the same way that we perceive the internet to be simple, or our smartphones.
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Despite the simplicity of this quite ubiquitous innovation, there are still a lot of medium-to-large, and even small, businesses, which fear adopting the cloud to store data for a variety of reasons.

Some of these reasons are valid, insofar as they represent the very prescient concern of, say, security – very topically – and how financial data can be accessed by any hacker with enough computer power to ‘brute force’ their way into the cloud system. Things are typically safer when reserved in a company’s own digital vault.

On this point, alone, however; it’s worth noting what one cloud technologist said to me regarding the latest cloud scandal, that of celebrity personal photos being hacked out of Apple’s iCloud: it’s a question of “bait”. If you’re a company with just 20 employees, your data may well be important for the information it can provide your competitors. But, apart from them, frankly, it’s boring.

But I don’t need to tell you that. Most will know that, realistically, a decent security system is enough to deter all but the most determined thieves, and that their accounts and emails aren’t worth their trouble. So why is cloud not adopted as the fantastic tool it is?

There’s one, immediately apparent reason. It’s because cloud technology companies who advertise it on the whole do so with a great list of jargon and distracting statistics. Compare this to the other, larger segment of cloud users – the tech-hungry public – there is no jargon; because the only industry where jargon benefits sales is medicine, and that’s it.

And yet B2B cloud companies, tenably, see a distinction between the needs of business and consumer cloud users. While a difference does exist in scale, security requirements, power and more; those things merely have to be communicated, they don’t have to be obfuscated with supposedly ‘impressive’ jargon.

Cloud companies would do better to ditch the jargon and treat their clients more like consumers, as so much of the consumer tech world does: people who have a problem, and are in need of a solution. Not stubborn IT managers who need a lot of baffling jargon to feel secure about adopting these helpful technologies.

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