Gonzalo de Lasa Cuevas

Cloud Computing has become a fundamental pillar in the digital transformation of businesses. However, beyond its impact on technological infrastructure, Cloud technology poses an increasingly evident challenge: how to translate that complexity into clear, business-aligned messages. In this context, Cloud enables new capabilities while also requiring organisations to rethink how they build and communicate their value propositions in an increasingly competitive environment. It is not just about what technology makes possible, but how that impact is communicated. The evolution of Cloud in business strategy In its early stages of adoption, Cloud was primarily associated with infrastructure optimisation and cost reduction. However, this perspective has evolved into a far more strategic approach. Today, the adoption of Cloud architectures, whether hybrid environments or multicloud, enables organisations to improve responsiveness, accelerate the development of new services and manage technological complexity more efficiently. However, this evolution introduces an important nuance: adopting Cloud is not enough, it is essential to explain what changes this brings to the business. In practice, many organisations have progressed faster in adopting technology than in their ability to communicate it. This creates a gap between what they actually do and what the market perceives. The transformation driven by Cloud lies not only in the technology itself, but in how it reshapes business value and perception. Challenges in communicating Cloud Despite its advantages, integrating Cloud into corporate narratives presents several challenges. The complexity of technological environments, the coexistence of multiple platforms and the need to manage security, governance and data sovereignty can make it difficult to build clear and consistent messaging. These are some of the most common challenges: Excessive technical complexity: Communication often focuses on architectures or capabilities that are difficult to understand outside technical environments. The result is usually messaging that lacks clarity or fails to connect with business stakeholders. Misalignment between technology and messaging: Technological evolution is not always accompanied by an updated narrative. This leads to messages that do not fully reflect what the organisation is already capable of delivering. Fragmentation in communication: the coexistence of multiple solutions and channels can lead to inconsistent messages depending on the touchpoint. Without an integrated vision, it is difficult to build a coherent narrative. Difficulty in conveying real value to the customer: there is often a tendency to focus on what the technology does, such as infrastructure or performance, rather than what it changes, such as agility, efficiency or customer experience. This limits connection with real customer needs. Complex concepts that are hard to convey: aspects such as Cybersecurity, governance or data sovereignty are increasingly relevant, but are not always communicated in a simple way. Explaining them clearly is key to building trust. The speed of technological evolution versus communication timelines: Cloud evolves rapidly, and keeping messaging up to date requires constant coordination between technical and communication teams. Translating the value of Cloud requires overcoming technical complexity and connecting technology with real business needs to create clear, consistent and customer-aligned messages. How to start translating Cloud into value To move forward in this challenge, it is not necessary to oversimplify the technology, but rather to change the starting point of the message. Some practical guidelines: Start with impact, not technology Before explaining how it works, explain what problem it solves or what improvement it delivers. Reduce the level of technical detail Do not remove it entirely, but adapt it to the audience. Align technical and communication teams To avoid messages that do not reflect reality or become outdated. Build consistent messaging across all channels Avoid each area communicating Cloud differently. Integrate concepts such as security or sovereignty naturally Not as an add-on, but as part of the value. In this context, the true value of Cloud lies not only in what it enables at a technological level, but in its ability to connect that evolution with a clear, coherent and business-oriented narrative. Organisations that succeed in integrating Cloud into both their operations and their communication manage to align what they do with how they present themselves, strengthening their positioning and their ability to differentiate themselves in the market. Telefónica Tech Cloud #WomenInTech: Alicia Cirujano merges technology and service to optimise Cloud operations March 12, 2026