In August 2008 Gartner observed that `` organizations are switching from company-owned hardware and software assets to per-use service-based models '' and that the `` projected shift to cloud computing will result in dramatic growth in IT products in some areas and in significant reductions in other areas '' . By mid-2008 , Gartner saw an opportunity for cloud computing `` to shape the relationship among consumers of IT services , those who use IT services and those who sell them '' and observed that '' ( o ) rganisations are switching from company-owned hardware and software assets to per-use service-based models '' so that the `` projected shift to cloud computing ... will result in dramatic growth in IT products in some areas and significant reductions in other areas . ''