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rebrand a product or service by associating the term "cloud" with it
2009 October 14, James Staten, “Cloud Is Defined, Now Stop the Cloudwashing”, in James Staten's Blog, Forrester, retrieved 2012-11-05: 2011 August, Margaret Rouse, “cloud washing”, in SearchCloudStorage, retrieved 2012-11-05:Cloud washing (also spelled cloudwashing) is the purposeful and sometimes deceptive attempt by a vendor to rebrand an old product or service by associating the buzzword "cloud" with it.
2011 August 31, Stanton Jones, “Cloud-Washed Contracts: You Could Be at Risk”, in ISG, retrieved 2012-11-05:Buying Cloud-washed software or infrastructure creates risk for both the information technology department and for the organization as a whole.
2011 December 13, Charles Babcock, “5 Worst Cloud Washers Of 2011”, in InformationWeek, →ISSN, retrieved 2012-11-05:As a matter of fact, there's a lot of cloud washing--renaming existing products, after a few tweaks, with the word cloud inserted.
2011 December 14, Narinder Singh, “Envelope Please... Announcing the Winners for the 2011 Washies”, in CIO blog, Appirio, retrieved 2012-11-05:Tonight at a happy hour in San Francisco, Appirio announced and toasted the winners of "The Washies" -- our tongue-in-cheek award given to the worst cloudwashing offenders.
2012 July 21, Alex Williams, “Cloudwashing Failed – Now We Need New Metaphors”, in TechCrunch, retrieved 2012-11-05:The real cloud services providers like Amazon Web Services have won. Cloudwashing has failed.
2012 October 16, Barb Darrow, “Why cloud washing is evil, or at least annoying and potentially harmful”, in GigaOM, retrieved 2012-11-05:Tony Lucas is mad as hell and he’s not going to take it any more. Cloudwashing that is. Lucas, the founder of Flexiant a cloud orchestration vendor, founder says traditional hosting companies and service providers are doing themselves harm by offering the same services they have for a decade or more, but advertising them as “cloud” offerings.
2012 October 18, Matt Asay, “Whose cloud is the open-sourciest... Who cares?”, in The Register, retrieved 2012-11-05:This follows Appirio calling out cloud washing's biggest offenders a year ago, and constant chatter on Twitter about the offense.
2012 October 19, David Linthicum, “Customers wait and see as cloud wars rage”, in Infoworld, →ISSN, retrieved 2012-11-05:The easy response is to ask all the vendors to come together on common standards quickly -- and stop the constant "cloudwashing" and overhyping.
2012 October 21, Scott Adams, “10-21-12”, in Dilbert, retrieved 2012-11-05:Boss: I want you to cloudwash our software.
Dilbert: Cloudwash?
Boss: Move some of its functions onto the Internet. But call the Internet a cloud.
2012 October 26, Larry Dignan, “Cloud vendors: Who's cloud washing?”, in ZDNet, retrieved 2012-11-05:The overall aim was distinguish between the cloud washers and the vendors committed to the cause.
2012 October 30, Michael Torto, “What A Cloud Is And What A Cloud Isn’t”, in American Business Magazine, retrieved 2012-11-05:I suppose cloud washing is exactly what you’d expect in a large, frothy market—a hard-coded response to market opportunity.