Photo credit: King Cloud by akakumo.
The following is my column in next week's AdAge...
One of the biggest trends shaping technology today is called "cloud computing." Consumers and business are moving more of their data off their computers and into rich Internet applications that are available everywhere - e.g. "the cloud." You can experience this for yourself on sites like Yahoo Mail, Google Docs, Salesforce.com and Mint.com.
While geeks have been gushing over web-based software for years now, the average consumer has been slower in adopting them. That said, given the already huge popularity of webmail services, it's only a matter of time before they do for more complex tasks.
Here are three things for marketers to watch...
LESS IS MORE: How much did you spend on your last computer? If you're like most you probably plunked down anywhere from $1,000 to $2,000. However, your next computer could be a sub-$500 netbook.
Netbooks are light, low-powered, cheap laptops with small screens. They rely on the Internet for most tasks and are growing in popularity. According to Google Trends, netbook searches are up 4x this year and IDC sees sales topping nine million in 2012.
As netbooks rise, thin will be in. Since these computers are underpowered by design, consumers who use these devices will eschew complicated, 3D or processor-intense experiences in favor of interfaces that are easy and formatted for a 10" screen.
WEB APP ADS: Many online applications like Google Reader are free. Others, like Mindmeister - a mind mapping tool - operate under a fremium model where the basics are free but advanced features carry a premium. To date most are devoid of ads.
Webmail has displayed ads since its earliest days. Others like Meebo, a universal IM service, or the online radio site Pandora are taking this a step further by creating immersive brand experiences. However this is just the beginning.
As web applications rise, it will unleash innovation. For example, online photo editors like Adobe Photoshop Express (note - Adobe is an Edelman client) or Picnik could serve ads for how-to photography books to consumers that spend an extensive amount of time tinkering.
MOBILE FIRST, NOT LAST: Too often today, mobile is an afterthought rather than the focal point when it comes to digital marketing.
Cloud computing is liberating people from their computers. Some executives I know leave their laptops at home when traveling on business since their smartphones carry the load. In 10 years time this will be the norm as mobile devices, powered by cloud computing, wirelessly connect to keyboards, mice and monitors and offer as rich experience as today's computers. This trend toward one device that does it all will be a catalyst for mobile marketing.
UPDATE:: One thing I did not cover in this column is reliability. Om's got a great post on this today.
