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With the rise in enterprises ’ “ multicloud ” strategies in recent years , Rackspace has taken the approach of partnering with the big public and private cloud providers to manage their platforms for customers who want to add support rather than compete with them . “ Customers can deploy workloads on Amazon Web Services ( AWS ) or on Microsoft and soon on Google ’ s cloud ,” Hawkins adds , “ and Rackspace will support them on the technical capabilities that many companies are really lacking . As fast as these technologies are changing , companies need experts and Rackspace is filled with those experts .”

Within the industry More and more companies that previously had their own data centers are finding that they ’ re too expensive or difficult to run . As Hawkins explains , this can happen to a company regardless of its size , as it ’ s down to the proliferation of software as a service . “ When this happens the data center footprint from an IT perspective begins to shrink ,” he

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