Who really controls the Cloud and can we trust them?

By Emmanuel Adjah

The cloud has become the backbone of modern business. Companies of all sizes run their data, applications, and services on it. We store customer details, financial records, and even critical government information on cloud platforms. It feels invisible, like it is just “there,” ready to use. But behind every cloud service is a company, a set of servers, and a set of rules. Which raises a simple but urgent question. Who really controls the cloud and can we trust them?

The appeal of the cloud is clear. It offers flexibility, scale, and convenience. Businesses no longer need to invest heavily in hardware or maintain large IT teams to manage on-premise servers. With a few clicks, they can expand storage, spin up new applications, or share data across continents.

In 2024, cloud adoption is no longer just for large enterprises. Mid-market businesses, the very clients I work with day to day, are relying on it just as heavily. At ESET, I have seen companies in manufacturing, retail, and financial services move more of their operations to the cloud. They want speed and agility. They also want to cut costs. But while the benefits are clear, the risks are becoming harder to ignore.

Cloud services are owned and operated by a handful of global providers. These companies hold enormous power. They decide where data is stored, how it is protected, and under which laws it falls. When I sit with clients, the same concerns come up again and again. Who has access to our data? Which country’s regulations apply? What happens if our provider decides to change their policies? The truth is that once you move your operations into the cloud, you hand over a degree of control. This does not mean the cloud is unsafe, but it does mean businesses need to be more aware of who is holding the keys.

The question of sovereignty

This is where digital sovereignty comes into play. More governments and businesses are asking whether they can trust cloud providers who operate in other countries. They want assurance that their data will not be exposed to foreign laws or unexpected risks.

In Nigeria and across Africa, the question is even sharper. Many companies rely on foreign providers because local infrastructure is limited. But that dependence raises big questions about long-term control. I have seen clients struggle with whether to prioritise cost, convenience, or sovereignty. It is not an easy decision, and there is no one-size-fits-all answer.

Privacy as a business issue

Another challenge is privacy. Regulations in Europe and the UK, like GDPR, have set the standard for how data should be handled. More countries are now following with their own rules. This means businesses must be more careful than ever about where and how they store personal information.

In my work with mid-market clients this year, I often found myself in conversations that were less about product features and more about compliance. Clients wanted reassurance that moving to the cloud would not put them at risk of breaking the law. They needed clear guidance, not sales jargon. My role shifted from selling to mentoring, helping them understand the bigger picture of privacy and compliance.

The heart of the issue is trust. Businesses will only continue to adopt the cloud if they trust the people running it. And trust comes from transparency. Clients want to know where their data is, who can access it, and how secure it is. This is where sales leaders and technology partners have a responsibility. It is not enough to push for adoption. We must also guide clients through the risks.

In last two years, I spent as much time explaining data residency and compliance as I did discussing features or pricing. And what I learned is that honesty always wins. If you explain the limits clearly, clients respect it. The conversation about who controls the cloud is often framed in technical or political terms, but at its core, it is about people. It is about whether businesses feel confident that the systems they rely on will protect their interests, and whether teams feel they can trust the advice they get from their partners.

That is why mentorship matters. Over the past two years, I have worked with colleagues and partners to speak about these issues in plain language. Clients do not need a lecture on server locations or encryption algorithms. They need someone to help them make decisions with clarity and confidence.

The providers may hold the infrastructure, but businesses hold the choice. And that choice depends on trust. The cloud may be global, but trust will always be local.