Cloud and digital business are changing the business world as we know it, offering tremendous potential for mastering markets. Despite the difference in their purposes—cloud is a deployment option, digital business is a business model option (no, not “option but “imperative”)—these two trends are intricately connected. A company’s ability to deploy on the cloud will greatly affect its success with digital business initiatives. And a company’s choice of business and operating models in the creation of its digital business identity will determine what and how it deploys to the cloud. Many companies see and approach them as separate, parallel strategies—as we will see later on in this paper—yet inevitably the two will converge.
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