Cloud has one fundamental value proposition: lowering the friction of IT services consumption to zero or nearly zero. What this means is that the consumer of IT services is becoming increasingly empowered. This differs from historical IT service delivery models, while simultaneously being an evolution from them. Cloud computing becomes a process of enabling the consumer of the service on the terms that consumer dictates. This is what we call the“selfservice” delivery model. The notion of self-service delivery encompasses more than simply “on-demand.” The ondemand model says that a service can be consumed when the consumer of the service requests it.