Enterprise cloud adoption has a problem with hype. Like many big technological advances before it, the cloud has received a lot of attention in tech circles. Hype can produce a rapid, sharp backlash – remember Y2K or the Segway? – and too much clutter and noise can create problems for companies that are trying to determine if it suits their business model or will improve future growth.

The always-on internet opinion mill can often make the task of figuring out just how something can factor into immediate and future plans more complicated. It can even start in the definition. According to a recent survey of UK business professionals by the Six Degrees Group about the negative effects of hype and tech jargon in the IT industry, over half responded that technology companies are guilty of using too much jargon, more so than bankers, politicians and lawyers combined. A multiple-choice component also offered some insight into the way that jargon and hype can make otherwise easily understood concepts hard to parse. Twenty-two percent of people surveyed stated that platform-as-a-service was an innovative philosophy in railway management, while sixteen percent identified infrastructure-as-a-service as a road project. Fifteen percent of respondents believed that cloud computing was a free WiFi service for public places.

While such off-the-mark results are initially amusing, they do represent a deeper problem for cloud service providers in an age where immediacy and image are everything. On the other side of the coin, just because investors have taken up an innovation doesn't mean that it's right for everyone, cautioned MSN Money.

Cloud partner programs cut through the fluff
One way that a company considering cloud integration can increase their ROI is to engage in a cloud partner program, in which they can utilize cloud solutions from a trusted provider while reselling cloud services for other companies to adopt. This way, organizations can build enterprise chains of cloud users, strengthening the viability of their own integration and expanding their future reach. In fact, wrote Guardian contributor Peter Daffern, the backlash from hype may be last real hurdle for enterprise-class cloud computing, as it already provides businesses with all the services they need.

"Now that concerns over security and data compliance have been put to rest, we can expect more and more ambitious businesses to adopt cloud, increasingly the de facto platform for new businesses, replacing the traditional and now archaic on-premise environments of old," Daffern wrote.