Distant but close:locational, relational and temporal proximity in cloud computing adoption

We show that proximity is significant during cloud computing’s adoption. This is counter to the prevailing assumptions of cloud adoption as being more impersonal and distant, with less interaction between provider and purchaser than on-premise technologies. We do this through an interpretive study of cloud computing adopters across Europe. We develop a conceptual framework of cloud proximity which draws attention to its locational, relational and temporal proximal dimensions. Our proximal analysis leads us to identify three aspects of cloud adoption where proximity plays a key role: mercantile aspect (e.g., cloud sales support), counsel aspect (e.g., access to internal and external expertise) and organi-technical aspect (e.g., the understanding of cloud technology and services alongside their organizational adoption context). By challenging assumptions of distant and remote adoption, we contribute to the cloud computing adoption research and raise questions for IT adoption in general.