A "cloud computing provider" or "cloud computing service provider" owns and operates "cloud computing" systems serve someone else. Usually this needs building and managing new data centers. Some organisations get some of the benefits of cloud computing by becoming "internal" cloud providers and servicing themselves, though they do not benefit from the same economies of scale and still have to engineer for peak loads. The barrier to entry is also significantly higher with capital expenditure required and billing and management creates some overhead. However, significant operational efficiency and quickness advantages can be achieved even by small organizations, and server consolidation and virtualization rollouts are already in progress. Amazon.com was the first such provider, modernising its data centers which, like most computer networks were using as little as 10% of its capacity at any one time just to leave room for occasional spikes. They opened it up to outsiders as Amazon Web Services in 2002 on a utility computing basis.