The effort around data center reduction has been to draw down everything, from hardware to facilities. Rackspace has an interesting new twist, though: Put your hardware in our data centers.\nThe company announced a new data center colocation business this week, offering space, power, and network connectivity to customers who provide their own hardware. The facilities are in 10 locations around the world.\nIt\u2019s not a bad idea. The servers are the cheapest expense compared to facility costs, such as the physical building, power, and cooling.\n\n'Lift and shift' to the cloud\nThe new business, dubbed Rackspace Colocation, is positioned as a way for enterprises to kick off their cloud journey by getting out of their self-managed data center to lower their expenses as they move to the cloud.\nThe thing is, moving to the cloud is a complex, multistep process because on-premises apps don\u2019t automatically translate to the cloud. Often there needs to be considerable rearchitecting of the app to work in the cloud. Colocation provides organizations with a \u201clift and shift\u201d option, since the companies are moving their hardware out of their on-premises data centers and into Rackspace\u2019s. So, apps can run unchanged.\nAlong with the financial implications, businesses are also adopting colocation solutions to achieve geographic diversity \u2014\u00a0to spread out their data centers among multiple locations.\n\u201cRackspace is the only colocation provider that can offer customers a world-class colocation solution today, while also serving as the sole partner they will need in the long-term to migrate to and manage their public cloud, private cloud, managed hosting or bare metal platforms,\u201d said Henry Tran, general manager of managed hosting at Rackspace, in a statement.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\nThis isn\u2019t Rackspace\u2019s first foray into colocation. In April, the company announced a partnership with Switch, offering its services in Switch data centers around the U.S.\nRackspace is primarily focused on being a managed cloud provider, helping clients set up and manage their cloud infrastructure. It proclaims vendor neutrality and supports Amazon Web Services, Microsoft Azure, and Google Cloud Platform.\nSix of the colocation services are available in the U.S.: Chicago, Dallas, Kansas City, northern New Jersey, northern Virginia, and San Jose, California. Internationally, it is in Hong Kong, London, Moscow, and Sydney.