Rackspace formally announced a program designed to target start-up companies as customers for its cloud computing products and services on March 11. Titled the “Rackspace Startup Program,” the strategy makes available Rackspace’s cloud computing offering to startups that are part of incubator and accelerator programs such as 500 Startups, TechStars, Y Combinator and General Assembly. Based on the understanding that Rackspace itself was a startup, the program offers customized guidance about deploying applications within a cloud computing environment alongside its Rackspace and OpenStack cloud resources. The program offers yet another illustration of divergences between Rackspace’s business model and that of Amazon Web Services. Whereas Amazon Web Services represents a pure product offering, Rackspace provides product enhanced services that complement its cloud offering with consulting services such as those recently formalized by its Cloud Builders service line. Dubset marks an example of a startup that uses Rackspace’s services to stream music and track and perform analytics on what gets played. In a note on Rackspace’s blog, Dubset reports that their “costs are low and we never have to worry about our Cloud Servers.” Alongside the release of its Startup Program, Rackspace also announced the availability of version 2.0 of its cloud computing application, Rackspace Cloud 2.0, which can additionally be accessed by iPhone, iPad and iPod Touch. The free iPhone and iPod Touch application enables cloud managers and development teams to access and transform their cloud computing environments while away from their desktop or laptop consoles.