As of late, this is a question that has been popping up quite frequently. And with good reason.

How software vendors tackle their position with regard to the cloud is tricky. How many vendors can stand up and say that the future of the enterprise lies completely in the cloud? No doubt, it’s a big statement. Amazon Web Services are there. Google is also there. But the bulk of software vendors are not touting the same message.

Hardware and chip makers don’t advocate all-cloud computing, as their bread and butter has a lot to lose if companies switch over to subscription, web-based apps. Their strategy relating to the cloud has a different spin and message - depending on the vendor:

If you’re Sun Microsystems, your message is ‘use our stuff to access the cloud.’

If you’re IBM, your message is ‘be sure to secure your data center in the cloud with our stuff.’

If you’re Dell, your message is ‘use our stuff if you’re a service provider looking to buy thousands of systems.’

One thing is certain; technology providers know they need to get with this program pretty quick. Jonathan Schwartz, the CEO of Sun has made it very clear that Sun is very focused on powering the data centers that power the cloud.

Time will tell how similar vendors will position themselves, but ensuring that they meet the cloud front head on is a must.

PS: ’stuff’ is my blanket term for technical intricacies I don’t understand.