Cloud Services: Not Endgame but Part of the Cycle
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Cloud Services: Not Endgame but Part of the Cycle

Photo by:   JJ Ying, Unsplash
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Sofía Hanna By Sofía Hanna | Journalist and Industry Analyst - Tue, 05/24/2022 - 16:31

The way companies worldwide look at cloud services is changing more rapidly than ever before, given the exponential digital growth that was somehow forced by the pandemic.

During Rackspace’s press conference: “Overview of Cloud Service Consumption in Mexico and LATAM,” business leaders conveyed that Multicloud usage and Cloud should be seen as a cycle and not a final destination; these tools should become the new lifestyle for companies across the globe.


Rodrigo Martineli, Vice President and General Manager for Latin America at Rackspace mentioned that the biggest challenge for CIOs today is “designing for the unknown,” while maintaining the flexibility of the business model and of the mindsets of both them and their clients to be modernized along the way. In Latin America, 35 percent of IT expenses have to do with the cloud even though most users are still unaware of how to optimize its use. The goal for the industry to move forward is for this tool to be understood, mastered, and not just implemented. The thought must be transformed to: “I dominate, now I transform again,” said Martineli.




When asked by MBN how the company could aid the Mexican market to understand in greater depth the use of the cloud and its importance in the development and growth of the company, Martineli stated this involves teaching through personalized courses and events to generate awareness, even “taking the customer by the hand” and guiding them to where they need to be. However, there must a drive to migrate to the digital world on behalf of the client, says Martineli.


Consumer tolerance, when it comes to technology’s responsiveness and effectiveness, has lowered since the pandemic, highlights Martineli. With every new solution that comes out, users expect immediate satisfaction and fewer problems, which can represent a new problem for companies trying to integrate a new digital reality. As more time goes by without incorporating cloud and other digital solutions, competition becomes more and more difficult for companies trying to target newcomers, he says.


The learning cycle has accelerated but it is still below what the market demands. There is not enough technological talent to support the digital transformation and this creates a vicious circle that limits the digital acceleration companies could have. People are beginning to understand that they must go to the cloud, but talent and capacity are the real challenges that stand in the way of much faster growth.

Photo by:   JJ Ying, Unsplash

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