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Veeam 2023 Predictions: The Future Landscape of Cloud and Data Protection


Industry executives and experts share their predictions for 2023.  Read them in this 15th annual series exclusive.

The Future Landscape of Cloud and Data Protection

By Rick Vanover, Senior Director Product Strategy and Dave Russell, Vice President Enterprise Strategy, Veeam

The number of organizations moving to the cloud is consistently growing, but in 2023 we'll see a shift in the reasoning behind this transition. In previous years, the cloud was chosen due to digital transformation goals, particularly following the pandemic - ultimately, it was the right platform for the circumstances. But now, moving to the cloud will be important for organizations as a way to save costs and protect data. As we enter the new year, we will see a consistent growth in the number of companies switching over to the cloud and more companies will focus on updating data protection strategies while investing in new technology, like AI and machine learning.

When moving workloads to the cloud, there are costs companies should factor into the budget, like Infrastructure Outsourcing, before switching over to cloud systems as there will be a greater need in 2023 to double-down on cloud economic models. In addition to the steady adoption of cloud, organizations will experience above average growth in their tech investments through the purchase of new infrastructure and additional services. In a recent Veeam survey, 57% of respondents said they are very likely to shake things up with their current data backup providers and make a change, but they plan on keeping data centers around as another form of security. Organizations are looking for backup providers that offer better reliability in security and in uploading workloads. At least one quarter of production workloads will be in virtualization, while 50-52% will be running in a cloud-based model.

The increase in cloud adoption does not mean leaders will look to get rid of data centers. In fact, many organizations are sticking to the 3-2-1 model - 3 copies of data, 2 different media, and 1 offsite copy. With the rise in ransomware attacks, it is beneficial to keep data centers and equip them with the necessary tools to combat cyberattacks.

Additionally, as ransomware attacks continue to evolve and worsen, cybersecurity prevention and detection continues to grow more complex in order to meet the demand. Ransomware, phishing attacks, and data breaches have become all too familiar among organizations, and while these attacks are not new concerns, they have and will consistently take a toll on industries. What's more, bad actors certainly show no sign of stopping and grow in numbers. The amount of data loss reported this past year alone is becoming increasingly higher. Organizations that initially said they hadn't been attacked by ransomware, have since been targeted, leaving more organizations looking to adopt AI and machine learning to combat potential attacks. When implemented, AI can protect individual projects and core ecosystem services while identifying deployed open-source programs and applying an automated security analysis. AI and machine learning will continue to be beneficial to organizations navigating  another hyperactive cyberthreat landscape in 2023. 

A cyberattack isn't like a hurricane - leaders can't wait until the rain and wind stops to take action, they need to act preventatively, and in real-time as it's happening. By integrating AI/ML to detect anomalies, they can work quickly to shut out bad actors and restore data and workflows with minimal disruption to the business.  Utilizing AI allows companies to detect abnormal patterns better, faster, and sooner - allowing these same organizations the opportunity to capture highly accurate responses and quickly resolve the cybersecurity problem at hand.  

As we look to the new year, investing in the right technology can and will strengthen an organization's overall operations and defense, but it is important to do the research, assess the costs, and know how data will be protected. Cyberattacks will only continue to increase and companies don't want to be the next in line for an attack. Whether through phishing attacks or malware, bad actors are always looking for new, creative ways to breach a company's secure data. Leveraging AI and ML tools empower companies to combat ransomware while educating employees on different threats and the systems in place to mitigate risk.



Rick Vanover 

Rick Vanover is an expert in intelligent data management and backup. In his role at Veeam, Rick sits at the crossroads of many types of storage. Whether it is storage systems, critical application data, data in the cloud or data anywhere in between; Rick has experience in the data management practice as IT practices change with new technologies. Follow Rick on Twitter @RickVanover.

Dave Russell 

A 30-year veteran in the storage industry, Russell is Vice President of Enterprise Strategy, responsible for driving strategic product and go-to-market programs, spearheading industry engagement and evangelizing Veeam's vision for Modern Data Protection at key events across the globe and working with the Executive Leadership team in accelerating the company's growth in the enterprise. Prior to Veeam, Russell held the role of Vice President and Distinguished Analyst at Gartner.

Published Friday, December 16, 2022 10:02 AM by David Marshall
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