Readers would be amazed at how much effort large technology vendors go to in order to woo young startups to their platforms. Amazon Web Services, Google, Microsoft, Rackspace — they all have significant initiatives aimed at getting startups on board early. The theory goes that if you get one of these companies at the start, you’re more likely to have it for life.

Of course, that isn’t always the case: High-profile cloud accounting vendor Xero made a big song and a dance of being a Rackspace customer for its first 10 years and is currently in the midst of re-platforming its business onto AWS, a not insignificant task for a company with half a million or so customers. And Zynga, the once great gaming company, made a big splash a few years ago when it moved away from AWS and into its own purpose-built private cloud data centers.

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Ben Kepes

Ben Kepes is a technology evangelist, an investor, a commentator and a business adviser. Ben covers the convergence of technology, mobile, ubiquity and agility, all enabled by the Cloud. His areas of interest extend to enterprise software, software integration, financial/accounting software, platforms and infrastructure as well as articulating technology simply for everyday users.