IBM has reported increased client adoption of its cloud computing software and services and claims to have more than 20 million end-user customers worldwide.

New clients include American Airlines, Aviva, CARFAX, Frito-Lay, IndiaFirst Life Insurance Co., Shriram Transport Finance Company Ltd., and 7-Eleven.

IBM says organisations are choosing its cloud services to transform key business processes in departments such as marketing, finance and customer service.

According to IDC, $17 billion was spent on cloud-related technologies, hardware and software in 2009 and that’s expected to increase to $45 billion by 2013.

"By offering proven solutions to unify, accelerate and automate these cloud infrastructures, IBM will help global organisations optimise their return-on investment from technology,” stated the company.

The company claims that 80% of the Fortune 500 is now using IBM cloud capabilities.

In other IBM news, the firm has joined forces with over 45 organisations to launch a Cloud Standards Customer Council, which is described as a user-led group to focus on addressing the challenges and requirements of using an open cloud.

"To make Open Cloud successful and reflective of real business needs, IBM is asking for client feedback regarding their direction and priorities around cloud standards development,” said Angel Diaz, vice president, IBM Software Standards.

"This council is designed to focus on the reality of what provides the greatest cloud computing benefits for clients. Ultimately, this effort is about how organisations can use what they have today and extend their business – using open standards – to get the greatest benefits from cloud.”