It may be a minnow in a market of whales, but Finnish cloud service company UpCloud is hoping that improving its storage performance and adding datacenter capacity in Chicago will make customers take a look.

The cloud arena has become very competitive, but there still is room for smaller companies that can find a way to stand out. While UpCloud, which expanded operations outside its native Finland last year, can’t compete with Amazon Web Services’ range of services, it believes it can still distinguish itself as a provider of cloud-based servers and storage.

“We believe very strongly that the cloud isn’t a commodity, because behind the price there are multiple decisions on how services are produced that all affect performance,” said CEO Antti Vilpponen.

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