As organisations moved toward "mega scale" data centres, such as those of Facebook and Google, which had "hundreds of thousands" of servers, standards on automation would be increasingly required, Fedder said.

Standards around making Cloud services 'client aware' so that the delivery of services was matched to the device, and the network, on which a service was being accessed were also required.

Detailing Intel's decision to launch the Open Data Center Alliance, Fedder said the chip builder was seeking to inject a "very strong voice of the customer" into the debate around shaping the future of the Cloud.

"If you look at the work we did around UB 2.0, or PCI, probably the best known example is the work were did around Wi-Fi... it was something that was perceived back in 2003, 2004 as very niche but when we put the capability into our chipset... we were able to move the industry to a point three years later where 95 per cent of PCs shipping with Wi-Fi onboard," he said.

"We believe if we bring together the right end customers then we can begin to create an aggregated voice of the customer which will be able to play a more active role in this industry debate that is going on right now."