DO you think of cloud computing as some advanced theoretical concept that only super geeks and rocket scientists really understand?
Nothing could be further from the truth; you are probably already in the cloud in some way.
Ask yourself the following questions.
>>Do I use Hotmail, Gmail or any other similar email service?
>>Do I have a Facebook profile?
>>Do I store and share my photographs online?
If you answered yes to any of these questions you are already 'in the cloud' even if you didn't know it.
In fact in a recent survey of 2,251 adults, the Pew Internet Project found that some 69% of people online use webmail services, store data online, or use software programmes such as word processing applications whose functionality is located on the web.
'Cloud computing', is an emerging architecture where data and applications reside in cyberspace, allowing users to access them through any web-connected device – and for most consumers and many businesses, it is the model of the future.
People like the convenience of having access to data and applications from any Web-connected device.
However, there is considerable concern about storing personal information online especially when there is every chance that the organisations may use this data for some commercial gain. It makes sense to consider the pros and cons before deciding if it's worth the trade off.
For me it usually is – but then, I'm not typical.
'Even as large numbers of users turn to "cloud computing" applications, many may lack a full understanding of possible consequences of storing personal data online,' said John B. Horrigan, associate director of the Pew Internet and American Life Project and author of the report.
Here's how people are using cloud computing according to the Pew study:
>>56% of internet users use webmail services such as Hotmail, Gmail, or Yahoo! Mail
>>34% store personal photos online
>>29% per cent use online applications such as Google Documents or Adobe Photoshop Express
>>seven per cent store personal videos online
>>five per cent pay to store computer files online.
>>five per cent back up hard drive to an online site
Overall, 69% of online users have done at least one of these six activities, with 40% of internet users having done at least two of them.
I do three.
People love the convenience and flexibility of the cloud:
>>51% of internet users who have done a cloud computing activity say a major reason they do this is that it is easy and convenient.
>>41% of cloud users say a major reason they use these applications is that they like being able to access their data from whatever computer they are using.
>>39% cite the ease of sharing information as a major reason they use applications in cyberspace or store data there. At the same time, users report high levels of concern when presented with scenarios in which companies may put their data to uses of which they may not be aware.
>>90% of cloud application users say they would be very concerned if the company at which their data were stored sold it to another party.
>>80% say they would be very concerned if companies used their photos or other data in marketing campaigns.
>>68% of users of at least one of the six cloud applications say they would be very concerned if companies who provided these services analysed their information and then displayed ads to them based on their actions.
So, it seems that people love the convenience but are uncomfortable with the risks of cloud computing.
But what about cost?
Most people understand that to get free services they may have to give up a certain expectation of privacy.
I don't mind having adverts served to me on MSN.com.To me it's a small price to pay in return for gaining the free use of the powerful and feature rich Hotmail platform. But if Facebook started using my photographs or other content for commercial enterprise, I'd probably object.
The obvious alternative is to charge a user-fee and I think many of us would gladly pay a small subscription to use a social network platform if it meant our data would be kept private.
But I suspect that fees and subscriptions is not where the big money is for the service providers.
They know there's gold in those data, and while people are willing to freely share their information, it would be folly to ignore the opportunity.
>>Sherrilynne Starkie is the managing partner of Strive Public Relations, a strategic communications consultancy serving the Isle of Man. Visit her business blog, Strive Notes for frequent updates www.strivepr.com/notes or follow her on twitter.com/sherrilynne.
