When EMC talks about cloud computing, it isn't necessarily referring to the same kind of cloud the rest of IT is talking about. EMC's cloud is focused on the company's products that reside in your data centers, or in its cloud partner data centers like Peer 1 or Terremark, and integrated with VMware. That's EMC's cloud.
If you're an EMC customer (and you're likely a VMware customer), then your organization experiences some potential benefits of using a cloud storage provider that used Atmos for its infrastructure. Storage admins are a conservative bunch, and rather than adding a cloud storage gateway like Panzura or TwinStrata to their existing storage strategy, it might seem safer to stick with EMC's storage in your cloud provider's network. EMC certainly seems to be making an integrated storage system attractive.
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