The term cloud computing remains the buzz phrase in the IT industry, with vendors of all shapes and sizes looking to push cloud services and entice firms to this new form of technology delivery.
The likes of Google and Samsung are set to unveil their own public cloud storage services to compete with the success of Dropbox, while cloud giant Amazon Web Services recently announced it now stores almost one trillion objects on its S3 cloud product.
While such firms generate headlines due to their wider impact on the market, there are other, smaller firms also highlighting the shift to all things cloud.
UK firm Interoute is a good news story for the UK IT market, having announced positive financials on Monday thanks to the increased take-up of its cloud offerings.
It revealed profits of €7.8m during 2011, led by revenue growth of 24 per cent on the previous year to hit €366m.
Such growth demonstrates that beyond the hype at the high end, smaller firms are seeing genuine growth from cloud technology, proving the cloud is becoming an established part of firms' IT estates.
Interoute chief executive Gareth Williams explained to V3 that the firm saw many customers move to the cloud during 2011 as they realised the benefits on offer.
"Some 55 per cent of our revenues are now coming from cloud services, with notable customers such as Deutsche Post and UEFA, the latter of which is using our services for everything from hosting their internal IT applications to their public facing website," he said.
"There is definitely a strong move towards the use of cloud computing among businesses for the scale and flexibility it can offer."
One area of the cloud that Williams said is expected to increase further in the coming years is that of video delivery, which led Interoute to purchase Swedish firm VCG in March last year.
"Video accounted for some 15 per cent of revenue last year and we expect that to grow in 2012 as firms look to save money on travel costs and increase productivity, by using systems that enable staff to conference from any location."
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