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Cloud computing offers massively scalable, elastic resources (e.g., data, computing power, and services) over the internet from remote data centers to the consumers. The growing market penetration, with an evermore diverse provider and service landscape, turns Cloud computing marketplaces a highly competitive one. In this highly competitive and distributed service environment, the assurances are insufficient for the consumers to identify the dependable and trustworthy Cloud providers. This paper provides a landscape and discusses incentives and hindrances to adopt Cloud computing from Cloud consumers' perspective. Due to these hindrances, potential consumers are not sure whether they can trust the Cloud providers in offering dependable services.
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