From a marketing channels perspective., the capabilities provided by cloud computing mean that virtually any firm in the marketing channel regardless of size will find it feasible and cost effective to obtain the computing capabilities and expertise needed to develop and support whatever channel management applications they need. whether that involves managing distributor relationships, coordinating multiple channels or tracking products in the supply chain. Already, firms such as Salesforce.com and amazon.com
have taken leadership positions in offering cloud computing services that helped Dell Computing Corporation manage its global B2B channel network,. It also enabled Star bucks to operate an online community that captures ideas for enhancing the customer experience from Starbucks' vast world-wide customer base.