A QUALITATIVE ANALYSIS OF CLOUD ADOPTION IN THE PUBLIC AND THE PRIVATE SECTORS FROM CYBER SECURITY VENDORS' PERSPECTIVE
A QUALITATIVE ANALYSIS OF CLOUD ADOPTION IN THE PUBLIC AND THE PRIVATE SECTORS FROM CYBER SECURITY VENDORS' PERSPECTIVE
Author(s): GUY WAIZELSubject(s): Marketing / Advertising, ICT Information and Communications Technologies
Published by: Editura Universităţii »Alexandru Ioan Cuza« din Iaşi
Keywords: Cloud; cloud security; cybersecurity; SaaS; hybrid cloud; on-premises; native cloud; cloud adoption; migration to the cloud; cloud computing; ecosystem integrations; cost saving; value proposition;
Summary/Abstract: My research explores new marketing trends in the private and public sectors concerning the adoption of native cloud applications from cybersecurity vendors. Semi-structured interviews were conducted with two marketing leaders from cybersecurity companies. One company sells to the public sector, the other to the private sector. Following qualitative and content analysis, the results showed many advantages for both sectors of shifting to native cloud applications. In the public sector, there is reluctance to adopt cloud applications primarily because of security challenges and a lack of ecosystem integration alternatives. Offering diverse deployment types was found more effective when selling to the public sector. Applying wide and flexible online marketing techniques and strategies is more effective with customers in the private sector. On-premises deployment is used more frequently in the public sector, where both the lack of ecosystem integrations in cloud applications and perceived security challenges inhibit customer adoption of native cloud applications.
Journal: Review of Economic and Business Studies (REBS)
- Issue Year: 2023
- Issue No: 31
- Page Range: 19-37
- Page Count: 19
- Language: English
