Chip maker Intel (News - Alert) claimed Tuesday that it helped form the Open Data Center Alliance, a body of 70 global firms –– including giants like BMW, Shell and Marriott Hotels & JP Morgan (News - Alert) Chase –– to promote the adoption of cloud computing.

The primary intention of the alliance is to enable businesses to cope with an increased number of people accessing Internet for services and applications using a plethora of different devices from phones to TVs to tablet computers.

Intel said those 70 businesses involved in the body represent more than $50 billion in annual IT investment and that have cloud research or projects underway.

Cloud computing, which is Internet-based, facilitates sharing of technological resources, software and digital information. Currently, cloud computing is functioning on a pay-per-use model, helping technology companies to bring down cost.

Intel stated the alliance, which it helped to form, will create a roadmap to drive interoperability, flexibility and industry standards for the cloud and next generation data centers.

In the meantime, Intel Tuesday unveiled several new initiatives under its “Cloud 2015” road map aimed at making cloud-based Internet computing more interoperable, secure and simplified.

The chip maker has also unveiled Intel Cloud Builders, featuring 20 of the world’s leading hardware and software makers who will commit resources to spur innovation and make clouds easier to deploy, use and share.

The alliance, Intel said, will lay out future hardware and software requirements that lead to more open and interoperable cloud and data center solutions, said Intel adding that it would play an advisory role within the alliance.

“With the Open Data Center Alliance we now have the world’s top businesses focused and actively engaged with Intel and the high-tech industry, accelerating solutions to the cloud’s key challenges,” said Kirk Skaugen, vice president and general manager, Intel Data Center Group.