A QUALITATIVE ANALYSIS OF CLOUD ADOPTION IN THE PUBLIC AND THE PRIVATE SECTORS FROM CYBER SECURITY VENDORS' PERSPECTIVE
GUY WAIZEL · Review of Economic and Business Studies · 2023
My research explores new marketing trends in the private and public sectors concerning the adoption of native cloud applications from cybersecurity vendors.Semistructured interviews were conducted with two marketing leaders from cybersecurity companies.One company sells to the public sector, the other to the private sector.Following qualitative and content analysis, the results showed many advantages for both sectors of shifting to native cloud applications.In the public sector, there is reluctance to adopt cloud applications primarily because of security challenges and a lack of ecosystem integration alternatives.Offering diverse deployment types was found more effective when selling to the public sector.Applying wide and flexible online marketing techniques and strategies is more effective with customers in the private sector.On-premises deployment is used more frequently in the public sector, where both the lack of ecosystem integrations in cloud applications and perceived security challenges inhibit customer adoption of native cloud applications.