Vendor cloudwash is confusing customers, warns analyst

Grazed from CRN.  Author: Fleur Doidge.

Vendors are engaging in a range of marketing tricks and gimmicks, especially cloudwashing, and simply confusing potential customers thinking about integration PaaS (iPaaS) investments, according to market watcher Ovum.  Saurabh Sharma, senior analyst in the IT solutions team at Ovum and author of a new report looking at the problem, said the rise of SaaS has necessitated a shift away from traditional integration approaches – but vendors and pundits alike are muddying the waters with a range of claims and sales approaches.

"IPaaS is emerging as an alternative to traditional integration approaches, and several iPaaS solutions can now cater for the needs of SaaS, on-premise, and B2B integration, at least for integration projects with medium levels of complexity," Sharma said.  "However, organisations must understand that neither iPaaS nor traditional integration approaches is a silver bullet for integration."…

Meanwhile, "several vendors" were positioning their traditional integration offerings, which happen to be deployed using cloud, as true single-instance, multi-tenant, iPaaS solutions when they are simply not, he said…

Read more from the source @ http://www.channelweb.co.uk/crn-uk/news/2279449/vendor-cloudwash-is-confusing-customers-warns-ovum