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1984 - 2014: 30 years later, same threat?
30 years have passed since Apple introduced the Macintosh with what was only a decade after recognized as a masterpiece in advertisement and surely one of the most controversial in the history of IT. In this famous advertisement, Steve Jobs wanted to represent the monopoly of IBM in the computer industry as a real threat for the freedom of everyone of us, and Macintosh as a means to save humanity from "conformity". IBM was represented as the Orwellian Big Brother, an over controlling entity to which we should have revolted by... Thinking different.
Think Different
Steve Jobs never really won his battle against the compatible PC industry, partly because the hardware vendors proliferated, partly because the software by Microsoft met a wider audience expectations, by means we could discuss about, but that are out of topic for this article.
20 years later Jobs realized his dream by introducing new devices that hit the personal PC at its heart, revolutionizing the entire industry. Even if it was a change in device paradigm (from PCs to more mobile devices), Apple has succeeded in destabilizing an industry, thanks also to the wrong approach by Microsoft that this time did not have a “Big Brother” IBM hardware partner in the competition. With the iPhone Apple was the first one to enter the market with a unique combination of device and software integration: the now so common swipe movement of the fingers, everyone of us is used to, was a perfect combination of software and hardware new concept, far more successful than the use of the Xerox GUI within a personal computer.
The real Big Brother
So, was the war against the Big Brother won? Well, the real question could also be: was IBM and the compatible PCs industry the real threat? At the end of the day, I cannot help but think about Apple as a very closed ecosystem; its approach of integrated hardware and software is also a very smart approach to create a monopoly. But, at the same time, it is true that the innovative Apple products have always distinguished themselves from the conformity of the moment.
As I wrote in my last article “Are cheap marketing strategies going to dumb down all future Software?”, I have a strong feeling of an increasing impoverishment in the business software industry. For sure, with the Cloud advent in the corporate industry, we are experiencing an uncritical conformism of corporations towards a new reshaped "renting" model as an answer to the economic crisis.
As a result, in recent years we passed from over complicated and over-engineered software solutions for business to over simplified Software with limited capabilities. In order to overcome the intrinsic limits of CRM Cloud software, for example, lot of effort has been and still has to be put on the integration side of things, above all to handle data transfers from on-premises data centers to the Cloud and closing the loop of specific functional processes. As I have already said, too often the reasons of companies moving to the Cloud are not the right ones and this brings us to the idea that maybe it is time again to think different, because there seems to be a huge conformism when it comes to going to the Cloud. Thinking different does not mean refusing evolution; on the contrary, it means engaging with new trends with an open mind, with enough critical thinking to avoid simple and too straight choices; choices that bring to consequences...
The 1984 campaign promoted a specific theme: "[T]here are monster computers lurking in big business and big government that know everything from what motels you've stayed at to how much money you have in the bank. But at Apple we're trying to balance the scales by giving individuals the kind of computer power once reserved for corporations."
The real threat?
30 years later, we are facing something that is even closer to that scary idea. The real Big Brother is someone that really controls the information, the data and what you can do with it. If you really think about it, the next Big Brother could, in fact, be the Cloud.
The decision of storing our data in someone else premises in locations where you are not sure about the applied legislation is something we should always think about when it comes to going to the Cloud. Companies move their data to the Cloud, trusting their data is not actually viewed by third parties. It’s a big act of faith towards a vendor; are we sure that also moving the corporate CRM processes to someone else on-premise infrastructure is a good thing? yes, because we should understand that what they sell us as Cloud is actually their On-Premise infrastructure, so we can hope that these vendors are also fond of their on-premise solution and not only the Cloud!
The reality of things is in front of us, if we keep our eyes open; how many times, in the last years, we have heard about privacy breaches, data leaked from Corporations or institutions? In last years I have seen many kind of situations, also cases where the on-premises CRM application technical repository like the Siebel one was not actually handled by the company itself, but by some external provider, and I have seen the consequences of such approach: a total lost of control over the software development life cycle. What many businesses do not realize is that their strategic processes, their approach to customer, is actually also partially implemented in their CRM solution. Why would you want to give away your strategy and your business aprroach?
The real Big Brother could now sit on the Cloud, reading and analyzing your data, watching your private pictures (Jennifer Lawrence knows something about it...), reading the exchanged messages of your sales force, being able to contact your customers, your prospects, anticipate your leads... As the US government itself has not proven to be so respectful of our privacy, we cannot even rely on governments to protect us from such breaches.
The Big Brother has taken also control of art: U2 recently released their 13th album for free, making a pact with Big Brother, because the device (in this case a CD or a vinyl) has no value any longer. What counts now (and probably should have always been) is exclusively the sensation and the emotions that the music (or the movie) create, so why not distributing it via some proprietary cloud? That would be a good idea if you did not put yourself in the hands of a multinational company that is trying to dominate an entire industry via its channels. And the risk of precipitating into conformity has impoverished also the artistic vein of once big artists, killing the essence of art as something that should be measured on quality adjectives, not quantity ones. Bono even had to apologize last week to users who objected to receiving an automatic download of the band's latest album, after thousands complained they did not want the album and that it took up precious storage space on Apple devices...
Are you sure you are not going to be the next one? Are you sure you are not going to compromise your Software artwork u 2?
But I am not and I have never been someone that criticizes for just the pleasure of doing so, even if I admit I have always refused conformity since my childhood; you need to have in any case the moral drive to offer a different perspective on things and, with it, a better alternative, if any.
An alternative
In this sense, wouldn’t be perfect to have the possibility to simply run all kind of software directly on your PC without the need of any installation and all the related burden? One limit of Cloud applications is that they behave like they run on your PC, but they are actually running on a remote server and also the data they handle is often just in the Cloud, organized in ways and schemes you are not aware of and you can't even control.
It would be perfect if we could decide: there should be no dilemma for the users, but only the best of both worlds.
There is for sure a better way to simplify your business without over dumbing your software and giving away all your privacy at the same time. As far as I am concerned, we @ e-Up will always go in the direction we envision to be the best not only for us, but for the entire business community. I know that in times when a trend is so strong and permeates everything it is difficult to look to other possibilities... But I strongly believe it is again time to think different, really.
So, as usual...
Stay tuned,
Manuel
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