Trends Report

Consumers Need Cloud-Based Products Now

Successful Multidevice Strategies Will Use The Cloud, Sync, And Apps In Europe

July 7th, 2010
Ian Fogg
With contributors:
Thomas Husson , Jonathan Penn , Mark Mulligan , Annie E. Corbett


Consumers no longer use one digital device. The era of one PC per household is giving way to a world of several smart mobile devices per person. For content, services, and software to run across these devices and screens, product strategies must embrace the cloud to synchronize preferences between devices automatically without requiring intervention by a user or for both devices to be switched on at once. Such cloud-based intelligence will become a standard feature in any digital product that aspires to serve multiple-device-owning consumers. But pure cloud products will struggle due to the importance of mobile devices — smartphones, tablets, and laptops — that routinely use a mobile Internet connection. As these essential mobile Internet connections are so unpredictable, products must synchronize local apps with the cloud to deliver a highly convenient experience.

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