Some of the world's biggest companies are using their market clout to demand that computer equipment makers change the way they make their machines.
The 70 firms, which includes BMW, Shell and Marriott Hotels, said systems that do not work together are holding back the spread of cloud computing.
The companies have formed the Open Data Alliance Centre to push for unified standards for technology.
The businesses involved account for more than $50bn (£32bn) in IT spending.
"The old way just won't work anymore," said Andrew Feig, an executive director at Swiss bank UBS.
"We want to pay for what we need, when we need it."
The principal goal of the body is to help businesses cope with an explosion in the number of people that will want to access services and applications online using a plethora of different devices from phones to TVs to tablet computers.
Researchers estimate that another one billion users will come online in the next five years.
BBC News - Big name firms form alliance to drive cloud standards
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