These days, a lot of cheeky providers make clever use of the general confusion in the market about what is and is not cloud software. They ‘disguise’ their on-premise, desktop or hosted business software as bona fide 'cloud' software. They do this by stamping a 'cloud' label on itand offering it in neatly packaged (monthly) subscriptions. In the best case scenario this is actually hosted, single-tenant software.

We call this inaccurate positioning ‘cloudwashing’ – and it can be very confusing for customers in the market for new online 'true' cloud ccounting software. As a consequence, many will run the risk of buying products that don’t meet their expectations.

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