What is VBS

Cloud computing offers a paradigm shift in the development and usage of computing resources. While cloud computing has become the default mode of IT service delivery in internet companies, established companies face multiple challenges and uncertainties in adopting a cloud-based IT delivery model. Multiple studies have explored the above problem from the users' point of view. This research tries to address the same problem from cloud service providers' point of view. The qualitative study uses the theoretical framework of value-based selling and involves semi-structured in-depth interviews with eight senior managers with varying experience with cloud service providers, supported by secondary research such as scholarly publications and media reports. The study identified multiple strategies for acquiring more enterprise customers and ensuring higher cloud consumption by large enterprise customers. The research enhances the understanding of the adoption of cloud and other disruptive services and integrates the perspectives of buyers and sellers.