Tier 3 says it has upgraded its public-cloud infrastructure to make it simpler to operate. "What's different between the world of virtualization and cloud is that cloud has to be about enabling automation of IT. Self-service has to happen," said Tier 3's Jared Wray. "Startups had someone setting up e-mail and doing firewall configurations, etc. -- it's all DevOps all the time. What companies need is full-blown push-button self service -- the ability to get online and automate stuff without writing scripts."