When choosing a cloud provider, it pays to think small!

When you buy wine, do you go to the big discount store or the local specialty retailer? Chances are you do both, depending on the situation. The big-box store has selection and low prices, but the people who run wine store on the corner can delight you with recommendations you couldn’t find anywhere else.

The same dynamics apply to choosing a cloud service provider. When you think of cloud vendors, there are probably four or five company names that immediately come to mind. But if you Google rankings of cloud vendors according to customer satisfaction or relevance to small businesses, you’ll find quite a different list. There are hundreds of small, regional and specialty infrastructure-as-a-service providers out there. In many cases, they offer value that the giants can’t match. Here are five reasons to consider them.

Customer service – this is probably the number one reason to go with a smaller hosting provider. If you have a problem, you can usually get a person on the phone. Over time, the service provider gets to know you and can offer advice or exclusive discounts. The company just can’t match this personalized service.

Specialty knowledge – You can find apps for just about anything in the marketplace sections of the big cloud companies, but after that you’re pretty much on your own. If struggling with configuration files and troubleshooting Apache error messages isn’t your cup of tea, then look for a service provider that specializes in the task you’re trying to accomplish. Not only do you usually get personal service, but the people are experts in the solutions they support. They’ll get answers fast.

A smile and a handshake – There are several good reasons to choose a vendor in your geographic area. For one thing, government-mandated data protection laws may require it. Local providers also offer a personal touch that call centers can’t match. You can visit their facilities, meet with them to plan for your service needs and get recommendations for local developers or contractors you might need. Many small vendors also offer colocation options and on-site backup and disaster recovery. The technology world where sometimes everything seems to have gone virtual, it’s nice to put a name with a face.

Low cost – This sounds counterintuitive, but the reality is that many specialty providers are cheaper than the cloud giants. That’s particularly true if they specialize in an application like WordPress or Drupal, or in a service like backup. These companies can leverage economies of scale to offer competitive prices, then you get all the other benefits of their specialized knowledge. Shop around; you might be surprised.

Performance – If the primary users of the cloud service are people in your company and/or in your geographic region, you will probably realize better performance with a local vendor. That’s simply the law of physics. The farther electrons have to travel, the longer it takes them to reach their destination. This is particularly important if you plan to use services like cloud storage or if you need to transfer large files, an error-prone process that only gets worse with distance.