Welcome!

Related Topics: @CloudExpo

@CloudExpo: Blog Feed Post

No More Iron in the Cloud

Iron Mountain, the well known information management company, is exiting the cloud storage business

Iron Mountain, the well known information management company, is exiting the cloud storage business. The company announced yesterday that they will be phasing out their basic cloud storage services by 2013. Iron Mountain isn’t the first provider to turn its back on the cloud just as the space is getting off of the ground; but it is probably the most high profile company to exit this business.

I’ve always liked Iron Mountain because the name makes me think of the Hobbit (remember Dain of the Iron Hills?) In fact I think that Iron Mountain is one of the all time great company names, and their marketing group deserves credit for leveraging this to build a very strong brand around what is arguably a pretty dull and conventional service—that of records management. The extension of this brand into the cloud seemed obvious and fitting, so at first blush its disappointing that they’ve made a decision to reverse course.

In reality though, it seems that Iron Mountain is performing more of a realignment of its cloud strategy. Simple cloud-based storage is just not very hard to do, and so the field is rapidly becoming as crowded as the battle of five armies. Differentiation is the key to great brands, and its hard to standout from S3 or Carbonite or Mozy or any of the dozens of providers peddling mass storage services in the cloud. Iron Mountain seemed to recognize that their brand could be better served—that is, both leveraged and protected—by ducking out of the commodity bazaar and moving up the street to provide a more specialized and business-aligned service.

This is all very interesting because over the next few years we will see that brand—that most mysterious response in the consumer’s mind—is going to be the deciding factor that makes or breaks a cloud provider’s success. And as Amazon has demonstrated, cloud branding can come out of the most unlikely places.


Read the original blog entry...

More Stories By Scott Morrison

K. Scott Morrison is the Chief Technology Officer and Chief Architect at Layer 7 Technologies, where he is leading a team developing the next generation of security infrastructure for cloud computing and SOA. An architect and developer of highly scalable, enterprise systems for over 20 years, Scott has extensive experience across industry sectors as diverse as health, travel and transportation, and financial services. He has been a Director of Architecture and Technology at Infowave Software, a leading maker of wireless security and acceleration software for mobile devices, and was a senior architect at IBM. Before shifting to the private sector, Scott was with the world-renowned medical research program of the University of British Columbia, studying neurodegenerative disorders using medical imaging technology.

Scott is a dynamic, entertaining and highly sought-after speaker. His quotes appear regularly in the media, from the New York Times, to the Huffington Post and the Register. Scott has published over 50 book chapters, magazine articles, and papers in medical, physics, and engineering journals. His work has been acknowledged in the New England Journal of Medicine, and he has published in journals as diverse as the IEEE Transactions on Nuclear Science, the Journal of Cerebral Blood Flow, and Neurology. He is the co-author of the graduate text Cloud Computing, Principles, Systems and Applications published by Springer, and is on the editorial board of Springer’s new Journal of Cloud Computing Advances, Systems and Applications (JoCCASA). He co-authored both Java Web Services Unleashed and Professional JMS. Scott is an editor of the WS-I Basic Security Profile (BSP), and is co-author of the original WS-Federation specification. He is a recent co-author of the Cloud Security Alliance’s Security Guidance for Critical Areas of Focus in Cloud Computing, and an author of that organization’s Top Threats to Cloud Computing research. Scott was recently a featured speaker for the Privacy Commission of Canada’s public consultation into the privacy implications of cloud computing. He has even lent his expertise to the film and television industry, consulting on a number of features including the X-Files. Scott’s current interests are in cloud computing, Web services security, enterprise architecture and secure mobile computing—and of course, his wife and two great kids.

Layer 7 Technologies: http://www.layer7tech.com
Scott's linkedIn profile.
Twitter: @KScottMorrison
Syscon blog: http://scottmorrison.sys-con.com

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


Latest Stories
Tintri VM-aware storage is the simplest for virtualized applications and cloud. Organizations including GE, Toyota, United Healthcare, NASA and 6 of the Fortune 15 have said "No to LUNs." With Tintri they manage only virtual machines, in a fraction of the footprint and at far lower cost than conventional storage. Tintri offers the choice of all-flash or hybrid-flash platform, converged or stand-alone structure and any hypervisor. Rather than obsess with storage, leaders focus on the business app...
Addteq is one of the top 10 Platinum Atlassian Experts who specialize in DevOps, custom and continuous integration, automation, plugin development, and consulting for midsize and global firms. Addteq firmly believes that automation is essential for successful software releases. Addteq centers its products and services around this fundamentally unique approach to delivering complete software release management solutions. With a combination of Addteq's services and our extensive list of partners,...
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform and how we integrate our thinking to solve complicated problems. In his session at 19th Cloud Expo, Craig Sproule, CEO of Metavine, demonstrated how to move beyond today's coding paradigm and sh...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.
Big Data, cloud, analytics, contextual information, wearable tech, sensors, mobility, and WebRTC: together, these advances have created a perfect storm of technologies that are disrupting and transforming classic communications models and ecosystems. In his session at @ThingsExpo, Erik Perotti, Senior Manager of New Ventures on Plantronics’ Innovation team, provided an overview of this technological shift, including associated business and consumer communications impacts, and opportunities it m...
WebRTC is about the data channel as much as about video and audio conferencing. However, basically all commercial WebRTC applications have been built with a focus on audio and video. The handling of “data” has been limited to text chat and file download – all other data sharing seems to end with screensharing. What is holding back a more intensive use of peer-to-peer data? In her session at @ThingsExpo, Dr Silvia Pfeiffer, WebRTC Applications Team Lead at National ICT Australia, looked at differ...
For organizations that have amassed large sums of software complexity, taking a microservices approach is the first step toward DevOps and continuous improvement / development. Integrating system-level analysis with microservices makes it easier to change and add functionality to applications at any time without the increase of risk. Before you start big transformation projects or a cloud migration, make sure these changes won’t take down your entire organization.
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
SYS-CON Events announced today that IoT Now has been named “Media Sponsor” of SYS-CON's 20th International Cloud Expo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. IoT Now explores the evolving opportunities and challenges facing CSPs, and it passes on some lessons learned from those who have taken the first steps in next-gen IoT services.
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, discussed the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports.
SYS-CON Events announced today that WineSOFT will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Based in Seoul and Irvine, WineSOFT is an innovative software house focusing on internet infrastructure solutions. The venture started as a bootstrap start-up in 2010 by focusing on making the internet faster and more powerful. WineSOFT’s knowledge is based on the expertise of TCP/IP, VPN, SSL, peer-to-peer, mob...
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain.
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...
Have you ever noticed how some IT people seem to lead successful, rewarding, and satisfying lives and careers, while others struggle? IT author and speaker Don Crawley uncovered the five principles that successful IT people use to build satisfying lives and careers and he shares them in this fast-paced, thought-provoking webinar. You'll learn the importance of striking a balance with technical skills and people skills, challenge your pre-existing ideas about IT customer service, and gain new in...
WebRTC sits at the intersection between VoIP and the Web. As such, it poses some interesting challenges for those developing services on top of it, but also for those who need to test and monitor these services. In his session at WebRTC Summit, Tsahi Levent-Levi, co-founder of testRTC, reviewed the various challenges posed by WebRTC when it comes to testing and monitoring and on ways to overcome them.