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Businesses may be avoiding the cloud because of too much hype, but the IT services sector is still actively investing in cloud computing, according to a report released today.

Analyst firm Ovum said that the continued investment by IT services providers into cloud computing is happening “at an impressive pace”, but their customers being confused by it or seeing it all as just hype.

“Although cloud-based services hold great promise for customers and the vendors that offer them, for the vast majority of enterprise customers there is still far too much hype surrounding what constitutes a cloud, the kind of services that can be delivered and how those will ultimately evolve,” said John Madden, principal analyst at Ovum."

However, services vendors are determined to keep conversations going, to make sure their sector is at the forefront as the technology grows.

“However one views the cloud market, service providers want to remain active participants in the evolution of cloud services,” Madden said.

The report also said that not just IT services but more traditional services people such as outsourcers or telecoms could take advantage of cloud computing to open doors to new opportunities within their sectors.