IBM, Microsoft, Google and Salesforce share their strategies regarding one of  the hottest emerging areas of the cloud: Platform as a Service.
What do you get when you get four of the biggest cloud vendors in a room to talk  about one of the hottest emerging trends in the industry? Not a whole lot of  agreement for one thing.
At last week's Cloud Leadership Forum, which was sponsored by IDC Research and  IDG Enterprise, officials from IBM, Google, Microsoft and Salesforce.com came  together to discuss their platform as a service (PaaS) offerings. PaaS is a way  to develop and deliver applications in the cloud, but it's the least mature of  the three major cloud delivery models compared to infrastructure as a service  (IaaS) and software as a service (SaaS). And pretty much one of the only things  all four companies agree on is that PaaS is still in its early days.
 
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While PaaS is still a developing market, some experts predict that PaaS could  become the most important cloud model. PaaS lets companies build customized  applications and designed from the start to run in the cloud. In the near term  companies that embrace PaaS have a market differentiator compared to  competitors, says Steven Hendrick, an IDC analyst tracking the PaaS market. As  the IaaS and SaaS offerings continue to gain widespread adoption, the real  differentiators for companies will be applications they have tuned to the  specifications of their business needs, he says.
PaaS has some technology advantages as well, he adds. A PaaS environment sits  between the software and infrastructure layers, which gives applications  designed in a PaaS space insight into the supply and demand of the cloud  environment. "That uniquely positions them to understand the workload demands of  the applications and the system resources of the infrastructure," Hendrick says.
There's a growing marketplace of vendors attempting to stake a foothold in the  PaaS arena. In addition to some of the big-name players like Microsoft, Google  and Salesforce, emerging players such as Engine Yard, CloudBees and AppFog are  also in the market. VMware has an open-source PaaS offering named Cloud Foundry,  while Red Hat has its own PaaS offering named OpenShift, which is expected to be  brought out of developer preview later this year. Amazon Web Services, the  dominant public cloud IaaS provider, Hendrick says, could even be classified as  a PaaS offering because it offers tools for developers to build and deploy  applications in the AWS cloud.
But the four big-name tech stalwarts are making sure they're not left out of the  cloud conversation moving forward.
Microsoft
Microsoft may have one of the most recognizable PaaS products in the market with  its Azure platform, but Tim O'Brien, general manager and platform evangelist at  Microsoft, says cloud is still mostly seen today through the lens of IaaS. "The  PaaS question we get today is, 'How is that different from IaaS?'" In a  simplified form, IaaS is nothing more than virtualized machines or storage, he  says, whereas PaaS is a development fabric. The idea is that developers deploy  the software and the application automatically provisions virtual machines to  its specifications. To allow for easier connections between the PaaS and IaaS  layer, Microsoft recently extended an IaaS offering to Azure, which O'Brien says  makes it the most comprehensive cloud offering on the market. "No other provider  has that kind of breadth," he says. The other major differentiator is the  company's 25-year experience working with enterprise IT, which he says newer  tech companies just don't have the experience of. "There are no shortcuts to  truly understanding what keeps CIOs up at night," he says. 
 
