Skip navigation

A review of cloud business models and sustainability

A review of cloud business models and sustainability

Chang, Victor, Wills, Gary and David, De Roure (2010) A review of cloud business models and sustainability. In: 2010 IEEE 3rd International Conference on Cloud Computing (CLOUD 2010), 5-10 July, 2010, Miami, Florida, USA.

[img] PDF (Conference paper)
VChang_Cloud2010_ccm_and_hexagon_and_modelling_cloud_business_models1.pdf - Accepted Version
Restricted to Registered users only

Download (1MB)


This paper reviews current cloud computing business models and presents proposals on how organisations can achieve sustainability by adopting appropriate models. Using the Jericho Forum’s Cloud Cube Model (CCM), we classify cloud computing business models into eight types: (1) Service Provider and Service Orientation; (2) Support and Services Contracts; (3) In-House Private Clouds; (4) All-In-One Enterprise Cloud; (5) One-Stop Resources and Services; (6) Government Funding; (7) Venture Capitals; and (8) Entertainment and Social Networking. We newly propose the Hexagon Model that includes six key elements for sustainability based on Sun Tzu’s Art of War and literature review, and the sixth factor is rated based on case studies and peer reviews. Areas occupied in the Hexagon can represent strengths and weaknesses of a cloud business, and several cases are presented with rationale explained. Apart from the qualitative approach, the quantitative approach we use is the Capital Asset Pricing Model and Modern Portfolio Theory, both of which aim computing organisational sustainability and predict how well an organisation can perform. The OMII-UK data is used to demonstrate sustainability and study the impact on cloud businesses, and is presented by statistical computation, 3D visualisation and the Hexagon Model. We believe that adopting an appropriate cloud computing business model will help organisations investing in this technology to stand firm at all times.

Item Type: Conference or Conference Paper (Paper)
Additional Information: [1] Conference programme available at: [2] This paper (CLOUD2010-3006) was presented during a session entitled Research Track 2 – Cloud Architecture (Session Chair: Vasu Singh)
Uncontrolled Keywords: cloud business models, cloud cube model, hexagon model, Sun Tzu’s Art of War, sustainability, capital asset pricing Model, modern portfolio theory, 3D visualisation
Subjects: H Social Sciences > HF Commerce
Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Faculty / School / Research Centre / Research Group: Faculty of Business > Department of Systems Management & Strategy
Related URLs:
Last Modified: 14 Oct 2016 09:14

Actions (login required)

View Item View Item


Downloads per month over past year

View more statistics