As part of our ongoing field research, Saugatuck regularly attends industry and provider conferences to gain first person insight and to get a chance to speak directly with user and provider executives alike. Last week was no exception, as we participated in three significant IT vendor events: HP’s biennial Cloud analyst briefings, IBM Impact2014, and ServiceNow’s Knowledge14 event.

For Saugatuck, these events spotlighted how three Master Brands were revamping and extending themselves to better approach – and profit from – Cloud IT and Cloud Business opportunities. This Research Alert presents highlights from our experiences at each event, and offers insight into why and how powerful Cloud adoption trends among enterprises are forcing even the most powerful Master Brands, and their customers, to revamp, retool, and re-imagine who they are and what they do – more than once.

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