Technology v support: Amazon’s premium challenge
In order to compete in the public cloud with the Amazon juggernaut, rivals like Rackspace and Alcatel-Lucent are turning to value-added services to try to turn commoditised cloud computing into premium offerings.
It’s unclear whether this will work. Once customers get habituated to "low cost and more than good enough", it’s hard to convince them to pay more, particularly when Amazon Web Services has come to be the default public cloud option.
The stakes are high enough, however, that Amazon’s competitors aren’t about to shirk the fight…

