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Cloud computing has a significant impact on information and communication technology (ICT) and is one of the most important technological drivers of the digitalization of enterprises. However, due to the increasing dissemination of cloud services and the growing number of cloud service providers (CSPs), the uncertainty and risks for user companies in adopting cloud services have also increased. In this paper, we address those aspects from the perspective of the CSPs. We identified relevant literature and studies and conducted interviews with business experts from 16 German CSPs. In our results, we present current customer requirements and barriers to using cloud services from a provider’s viewpoint and identify the actions of and obstacles for CSPs in meeting the needs and constraints of the customers. Finally, we identify current and future challenges for CSPs in dealing with customer requirements and barriers by addressing their root causes. One of the main challenges from the CSPs’ perspective is addressing customers appropriately and building relationships of trust. This also “forces” changes in the sales processes. In this process, the essential challenges can be identified as an increase in complexity and a simultaneous simplification of specific sales activities. Therefore, the necessity arises for the continuous support of business relationships through value-adding and additional services. However, this results in another challenge for the CSPs – Namely, to find the right balance between standardization and meeting customer-specific requirements. In our paper, we show that the perspective of the CSPs is rarely discussed in the literature. Nevertheless, understanding the perceptions of the providers and their actions and measures is essential for future research activities in the field of cloud service selection. Comparing the customers’ perspectives and viewpoints with the CSPs’ actions will enhance the development of a holistic selection approach for future cloud projects. Therefore, our paper’s contribution to research is also the identification of this missing integration.

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