But J&J is experimenting with BaaS for help with some internal apps and short-lived, low-cost brand campaigns. "We aren't afraid of using something new because sometimes it's cool and can energize the organization," Mathers says.
To try to reassure corporate customers, some BaaS providers go to pains to let customers know they will guard against service disruptions. Parse's assurance that it would hand over all customer data should it go out of business helped Sequence, a brand and marketing agency, rest easy, says Sequence developer Alex Fajkowski. He used Parse to help build the Food Network's On the Road app.
Cloudmine makes a similar promise. "In every contract with an enterprise, we bake in a clause that says 'if we go out of business, we hand our software over to you,'" says Weil. That would let a customer run the Cloudmine software plus everything the customer built on top of it in their own data center. "That appeases everyone who has brought that up," he says.
Nancy Gohring is a freelance writer covering cloud computing, mobile phones and wireless networks.
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