Towards cloud-centric service environments

Cloud computing has evolved and is expected to grow further into an enormously booming market segment especially for start-ups and SMEs as they can benefit from the concept of “Anything as a Service” (XaaS) without the need to invest significant financial resources in IT capabilities. Through the usage-based models, seemingly infinite resources based on rapid elasticity, multi-user systems, and the ability to access the network anytime and anywhere, organizations can achieve increased cost-effectiveness and efficiency in their business operations. This paper discusses, with a particular emphasis on start-ups and SMEs in the B2B and B2C markets, how e-business value creation drivers such as novelty, efficiency, complementarities and lock-in can leverage and enhance business value in practice. Using the example of the textile and apparel industry, this paper pinpoints how cloud computing can foster an environment in which new opportunities can blossom and added values are created for both businesses and consumers through modern marketing and networking technologies using an inclusive social and technological environment.

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