The latest cloud study, this time from IBM, has revealed that companies who use cloud computing as a competitive advantage can expect to have their revenue margins doubled compared to those who don’t have high adoption.

In the global survey of over 800 business decision makers and users, IBM found that leading organisations are moving to the cloud to move away from their competitors in a crowded space.

The report puts companies into three categories: pacesetters, who are “deploying cloud on a broad scale”; challengers, who are at a similar level to pacesetters yet “lag on differentiation and market responsiveness”; and chasers, who are more cautious on cloud.

And the research also details the three areas in which the pacesetters are taking charge: strategic reinvention, such as improving business models and rapid product innovation; making better decisions; and deeper collaboration.  

In particular, these companies are 117% more likely to …