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Since 1998, Phil Wainewright has been a thought leader in cloud computing as a blogger, analyst and consultant. He founded pioneering website ASPnews.com, and later Loosely Coupled, which covered enterprise adoption of web services and SOA. As CEO of strategic consulting group Procullux Ventures, he has developed an evaluation framework to help ISVs and enterprises select cloud platforms, and advises US and European vendors on messaging, positioning and go-to-market. His newest role as an industry advocate is vice-president of EuroCloud.