One of the biggest drivers of competitiveness in the market is the ability to be innovative. This goal is easier to achieve in a cloud environment than in a classical client/server architecture. 

This is because if a company is “in the cloud” it is easier for them to test an innovative idea in a small-scale environment on additionally booked IT resources. When using traditional data centers the additionally needed IT resources have to be bought and customized first. This can slow down the process or even bring it to a halt because the effort is perceived as too costly and so the innovation is dismissed.

Also if new hardware has to be bought first, those responsible are often not willing to spend the money if the possibility exists, that the new idea turns out to be a non-starter. By using Cloud Computing for the new technologies it is easy and quick to cancel the additional IT resources.