Cloud will continue
its expansion as an IT solution, propagating an ecosystem that could turn into a “cloud upon cloud” architecture. I call this “nested cloud,” because every time you peel away one layer of cloud, you’re likely to find
another cloud layer nested under it.

The best way to
illustrate this is with an example of a Software as a Service (SaaS) provider
that delivers a specific business solution for a targeted industry vertical.

say a SaaS provider sells an up-to-date customs system that
knows the latest trading regulations for more than 100 countries. The niche expertise of a SaaS solution in customs can
save a global trading company thousands of hours each year that their internal
staff would normally have to spend researching and applying all of these
constantly changing customs rules. If the monthly subscription to the cloud is
attractive, and it’s easy to onboard with the solution, there’s almost nothing
more to think about—unless you’re in IT or risk management and must
ask yourself: How many clouds really are there behind this

Cloud has been a
fertile area for many new IT startups, and in some cases, even for spinoffs of
established businesses. Why? Because you can start a cloud business at a
fraction of the cost that you would incur if you had to build or lease a data center
and then stock it with all of the IT equipment you would need to run your operation.

Unsurprisingly, 52 percent of all cloud startups said they would not have been able to afford on-premises IT resources at the time they wanted to launch,
according to a Rackspace survey.”First and foremost, startups that offer
software or online services have to prove their business model works in the
cloud before they are likely to get any venture capital funding these
days,” said James Staten, vice president and principal analyst at
Forrester Research. “That means their business starts in the cloud.” 

But many of these cloud infrastructure providers don’t offer service level agreements (SLAs) with any teeth in them, and their SaaS
customers, which pale in size to them, have little leverage.

Moz is an example of a SaaS company that decided to move off a third-party cloud
for its cloud services and to instead offer the services through its own internal data
center. “We create a lot of our own data at Moz,
and it takes a lot of computing power,” wrote Moz CEO Sarah Bird on the company
blog. “Over the years, we’ve spent many small fortunes at Amazon Web Services.
It was killing our margins and adding to product instability. Adding insult to
injury, we’ve found the service… lacking….For our longer stateful processing or
apps that need to be available 24/7 with no variability in load we have
purchased our own hardware ….We must have staff to manage 1000s of servers at
AWS or at our own data centers. The biggest factor was paying for compute on
boxes that crashed and yielded nothing we could use to move our business

contracting with Moz and other SaaS vendors that run their own cloud data centers have the peace of mind that, when they enter into a contract and agree to SLAs
with these vendors, they’re really getting “all in one” accountability for reliable
services from a single cloud vendor.

In a “nested cloud” solution where you
have your SaaS vendor offering one level of cloud and then piggy-backing it onto
an outsourced cloud data center that it contracts for with a third-party cloud
infrastructure provider, cloud accountability gets nebulous. Who is accountable,
for example, when the infrastructure cloud goes down, since it is with the SaaS
provider and not with the infrastructure cloud provider that the enterprise has
a contract? And if it is the SaaS provider’s operation that generates the outage,
how do you really know?

These are the
perils of dealing with a “nested cloud” solution, which may motivate some
SaaS providers that are now relying on third-party cloud service infrastructure
for their cloud services to think again—before their clients do.