Imagine this. You have a mega event like a product launch webinar  scheduled for next day.  You have poured in months of hard work, blood , sweat and money preparing for it. You were waiting for this day since you started your online venture. You have sent all the invites. The slides are ready, the script is ready, the dress, in short, everything which will make an impact is in place. Then comes the D day. And moments before your webinar goes live, your website goes down. You sweat in fear. There is lot of panic, people are sending messaging, mocking you in their tweets. When you call up your web admin, he says some technical issue from the hosting company. When you call them they say, some issue from the cloud company on which their servers are hosted. In just 15 minutes your game is over. You cut a sorry figure in front of website audience, who could have been your potential customers and now all you could do is apologize.

Now if the cloud company who boasts of 99.9% uptime guarantees, say there was a temporary service outage which lasted for couple of hours and apologize for the same, what will you do? They ruined your business, they ruined your months of hardwork in those couple of hours. Your customers are not going to come back, your reputation took a hit, should they not be sued. Taking a legal action might sound a bit harsh as in the age of online businesses companies may have service outages, however, should they not be held liable to pay the damages.

Amazon Web Services experienced an outage that too on Christmas Eve which  prevented its high-profile client, Netflix, from streaming movies. This affected the advertisers, the loss of viewers and the company. All that Netflix got from AWS was – an apology. Analysts say “Customers will clamor for guaranteed back-up for their critical services and data. It may take the teeth of government regulation to ensure cloud providers have business continuity and disaster recovery plans to deliver uninterrupted service.”

The question is for how long  will “apologies” be sufficient. Should there not be an external audit of a cloud service provider regarding reports of service availability and uptime? Eager to know you thoughts on the same!