April 12, 2011 – Customer expectations resulting from the increasing speed of cloud computing deployment and investment have led to a clamor for more as a service options from technology vendors, according to a new report from Accenture. However, the consultancy notes that there are differing responses and levels of success in the new “everything as a service” (XaaS) marketplace.

In its report, “Where the Cloud Meets Reality: Operationally Enabling the Growth of New Business Models,” Accenture found that big technology companies quick to adopt software, platform, infrastructure and other as-a-service business models have the best shot at financial returns and reduced complexity for customers. Along with cloud adoption and customer awareness, as a service growth is being pushed by emerging markets, budget reductions and shifts from capital to operating expenses, and the integration of hardware and software, the report states.

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