The next major battle will be fought in the clouds. Unless you've been living under a rock you're now aware of cloud computing. Cloud represents a major market transition. A new model for data centers, distributed computing and applications that will serve as the foundational infrastructure for Web 2.0. Virtually every business technology vendor is focused on this paradigm shift and staking their position in the cloud. There are a series of major battles shaping up between vendors ranging from Google, Microsoft, Salesforce.com and Facebook to IBM and Dell. This battle is also creating some interesting new mashup partnerships. Salesfoogle anyone?
So what does this have to do with media you ask? Everything. Last week a leading systems and services vendor told me that Facebook is buying 1,000 servers a month. Google is building new data centers around the country as fast as possible. If you don't view Facebook, Google and YouTube as media platforms you aren't paying attention.
Over the last few months at our company TechWeb (formerly CMP Media) we've been developing and launching applications on Facebook, ranging from a TechWeb company group, communities and news feed groups around the brands InformationWeek and bMighty, through to groups for our major events like Interop, Web 2.0 Expo and Enterprise 2.0. We've also launched the TechWeb TV Channel on Youtube. These applications are engaging thousands of new audience members, serving as dialogue groups to develop content and connecting our brands with new marketing customers. We've also launched applications on My Space and LinkedIn. These applications were created by our content and development teams and all of them reside "in the cloud". Our development efforts in these areas aren't unique for media companies either. Even the stodgy, market trailing LA Times is recruiting for Facebook developers. So how about you? Are you developing a strategy to leverage the emerging power of cloud computing? Or do you think this is all just a bunch of people with their heads in the cloud?,