Clouds are forming above the digital world and companies like Microsoft and Apple are asking us to enter them, to enter 'the cloud'. But what is this cloud and why should we care? Is this a genuine leap or, like Icarus are we just going to get burnt.
The Oxford English dictionary (OED) definition of 'cloud':
- (often the cloud) Computing a network of remote servers hosted on the Internet and used to store, manage, and process data in place of local servers or personal computers.
Being a geek, I find the concept of the cloud exciting. Theoretically, the benefits of a cloud network would mean that tasks that usually require a large amount of computer memory and a fast processor speed, can be achieved with relative ease on a low-spec machine with a decent internet connection. In fact one of the emerging commercial applications of this technology is already doing this:
The OnLive videogame system, launched in the UK in September, and running for about a year in the US. OnLive adopts the concept of a cloud network by storing videogames on a bunch of servers. A user logs into OnLive, with a small subscription fee, to play the games. The idea of an online PC gaming store is not new but the way OnLive differs from competitors like Steam is that instead of downloading the game to your machine, the game is streamed to you over the internet. PC videogames are notoriously graphic, memory, and processor heavy and usually require a top spec. PC to play them. With OnLive, all a player needs is a PC quick enough and broadband connection beefy enough to, say, stream an HD movie over the internet without lag. If you have this, and these days even the most basic computer models can handle this, then you can potentially use OnLive.
However, OnLive is not the only product boasting the implementation of a cloud network. Microsoft, Apple, and Amazon are also doing it, apparently.
I say apparently because if you take the OED definition of a cloud network then what Microsoft, Apple, and Amazon are selling us is only a small fraction of what a cloud network is and so, surely by definition - is not. If you had four tyres and a steering wheel, you wouldn't say you had a car, would you?
Microsoft's 'the cloud' boasts high quality photo editing software, video editing and webcam chat - you may have seen the commercial with the family announcing 'to the cloud' before their old PC transforms into something shiny and hi-tech. But what Microsoft are offering is a virtual harddrive to store documents and media files and a free software package that contains updated versions of Windows's staples like Photoeditor, moviemaker, and MSN.
Apple's latest operating system(s) will include iCloud - Apple continuing to use their cute product naming convention of lowercase (i)product-description - which allows users to store their media itunes downloads, etc., on a virtual drive and push these music tracks and movies to all their Apple devices.
Amazon are going to use a similar system with the release of the new Kindle ereader: Kindle Fire - a full colour, touchscreen Kindle with app and mp3 capabilities - yes that's right - another tablet PC on the market. It is also important to add that all these virtual drives require a subscription to access.
Don't get me wrong, Microsoft, Apple, Amazon are introducing new ways of storing and sharing information, which are very interesting but does not meet the definition of a cloud network. So how can they call it a cloud? The other question to ask is; are we, the consumer, prepared to store all our music, photos, documents on a virtual hard drive. Companies assure us the information is safe, but the fact is this information is being stored, although securely, on a public network which means if there is a flaw in the security your files can be stolen or made public. Also, if you are no longer able to, effectively, rent your virtual drive - what happens to your music and movies?
The cloud is mysterious, the cloud is exciting, the cloud is new technology. All these aspects of this product make it desirable. What Microsoft, Apple and Amazon are selling us is not the cloud. We are being sold immediacy, information off-setting, virtually limitless access to our music, movies and documents wherever we are. But this level of immediacy is unnecessary. The sophistication and capacity of our mp3 players and smartphones make these lesser shades of a cloud network gimmicky.
We are often dazzled by new technology; 3G videophones and the current wave of tablet PC's are examples of how a technology can take off with no realistic application. If you are equally dazzled by the concept of the cloud, before you buy into it ask yourself: Do you trust the company enough to not only store your music, movies and documents securely but also to maintain your privacy?