Tag Archives: smartphone

The Risks Of IT Consumerization

As end users bring their own devices to work, download apps and sign up for cloud services, it’s getting harder for IT to maintain application visibility and control performance. In addition to introducing IT management blind spots, trends such as consumerization, mobility and cloud computing are also increasing business risk, according to a survey of CIOs from around the world.

“The age-old disconnect between business and IT is at risk of widening,” said Steve Tack, CTO at Compuware, which commissioned a study into the impact of consumerization. “Employees are clearly hungry to use the same technologies in their business environments that they are already using in their personal lives. This is creating more challenges for those responsible to keep these technologies up and running.”

Among 520 CIOs polled, 77 percent said they worry that further consumerization of IT will lead to greatly increased business risks. At the same time, consumerization is blurring the lines of IT responsibility. At 74 percent of enterprises polled, CIOs said consumerization fuels unrealistic expectations, as end users start assuming IT will address tech issues that sit outside the core infrastructure.

Few IT departments have visibility into how services outside the corporate firewall perform, says Compuware, which specializes in application performance management (APM). Its tools help IT managers optimize the availability and quality of their applications, whether they’re Web-based, non-Web, mobile or streaming or in the cloud. As application environments grow more complex, and as employee-owned smartphones, tablets and apps make their way into the business environment, the art of APM is getting trickier.

“Users now access applications via this intricate chain, starting with an array of browsers and mobile devices, traversing the Internet, cloud services, mobile or third-party providers, the corporate WAN and a multi-tier data center. At any time and any point, problems that jeopardize end-user or customer satisfaction, revenue and brand loyalty can arise,” Compuware asserts in its report, The International CIO Study on Impact of IT Consumerization.

A majority of the CIOs polled believe that having insight into how applications are performing for end users is important; it helps improve IT maturity, according to 86 percent of survey respondents. But a lack of transparency into the performance of cloud and SaaS providers is reversing that maturity, 64 percent of CIOs said.

For instance, more than half of CIOs said adequate support for employee mobility is almost impossible due to reliance on external networks, which make it much harder to control performance and the end-user experience. Likewise, 73 percent of CIOs said their IT departments are currently prevented from supporting SaaS and social media applications because they cannot provide associated SLAs to the business.

At some companies, a lack of application performance management capabilities will wind up restricting the consumerization trend (cited by 73 percent of CIOs). At others, end users will simply circumvent IT departments. At 64 percent of enterprises, for instance, CIOs said enterprise mobility projects are forging ahead without the full involvement of IT.

The International CIO Study on Impact of IT Consumerization was conducted by research firm Vanson Bourne, which polled 520 CIOs from large enterprises in the U.S., Europe and Asia-Pacific.

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Mobile Cloud Computing Will Generate $45B by 2016

Visiongain’s latest management research “Mobile Cloud Computing Industry Outlook Report: 2011-2016″ examines the market and how the ecosystem players are leveraging mobile cloud solutions to enable their strategies and business models.

The mobile cloud computing market is just beginning to evolve in 2011; by 2016, the market will enter into a rapid growth stage. Interested market players need to formulate emergent strategies now to enjoy the early movers’ advantage. The company’s research projects the total cloud market to be worth $240 billion by 2016, up from $77 billion in 2011.

To thrive in the cloud market, stakeholders must establish and solidify their positions as value-adding players, or else lose to new entrants who may then reap the greatest benefits. For operators to win in the cloud marketplace, they must determine where in this new ecosystem they can play most successfully.

Robust partner agreements are win-win for all entities in the cloud ecosystem. Visiongain believes that given the early days of Mobile cloud computing, there are opportunities for significant partnerships in this arena.

Visiongain believes that mobile cloud service revenues will reach $45 billion in 2016 at a CARG of 55.18% from 2011. The greatest mobile cloud revenue contributions will come from mobile cloud applications. This is primarily due to increasing smartphone penetration, growth of 3G network coverage across the globe and deployment of LTE services.

By 2014, technology enhancements such as BONDI, OneAPI and HTML5 will further encourage the development of cloud based mobile applications. Visiongain believes that open standards will make it easier for developers to build cloud based applications that can be used across a variety of smartphones.

Issues with mobile cloud security, privacy, feasibility and accessibility remain a major concern for both the customers and the enterprises. However with complex and secure products now available on the market, many enterprises are jumping into the mobile cloud bandwagon.

Other findings from the report:

• Mobile Cloud Computing is one of the fastest growing segments of the cloud computing paradigm.
• Apple and Google are the major players both influencing and enabling the developments in the mobile cloud.
• By 2014, users will access their professional and personal contents from one cloud based mobile device.
• Mobile operators have the most to gain through cloud services.
• The Mobile Cloud Computing adoption is bound to increase as the tablets and smartphone further penetrate the market.
• Expansion of cellular connected devices beyond smartphones and laptops (MIDs, netbooks and smartbooks is also a driving factor for the growth of mobile cloud services.
• By 2016, 60% of the enterprises in the developed markets will be accessing IT services from the cloud and paying for access on a per-use basis.
• The mobile cloud providers will be successful in North America, Western European market, Asia and Latin America from 2011-2016.
• Brazil, Poland, China, Japan, Russia and India will generate regional mobile cloud providers.
• Mobile cloud computing will promote successful partnership between content providers, developers, mobile marketers, enterprises and MNOs on a regional or global scale.
• Mobile Cloud Computing offers a set of new business model opportunities that are still in an early stage of development.
• Enterprise applications will account for the majority of mobile cloud app revenues.

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What Is Desktop Virtualization?

Desktop virtualization is the use of several virtualization technologies, either together or separately. Let’s look at each of these cases in turn:

  • When “desktop virtualization” is used to describe making it possible for people to access a physical or virtual system remotely, access virtualization technology is used to capture the user interface portion of an application. It is then converted to a neutral format and projected across the network to a device that can display the user interface and allow the user to enter and access information. This means that just about any type of network-enabled device could be used to access the application. Suppliers such as Citrix, Microsoft, and VMware offer client software for tablets, smartphones, laptops, and PC, making it possible for users of those devices to access the applications running elsewhere on the network.
  • When “desktop virtualization” is used to describe encapsulating an application using client-side application virtualization technology and then projecting it in whole or piecemeal to a remote system for execution, the application could either remain on that client device or be deleted once the user completes the task, depending on the settings used by the IT administrator. This means, of course, that the client system has to run the operating system needed by the application. So, Windows applications, for example, would need to run on Windows executing on a PC or laptop.
  • When “desktop virtualization” is used to describe encapsulating the entire stack of software that runs on a client system, the phase starts to take on a great deal of complexity. That encapsulated virtual client system becomes highly mobile. Here are the possibilities:
  • One or more virtual client systems could execute on a single physical client system. This allows personal applications to run side by side with locked-down corporate applications.
  • Local execution. Virtual client systems could run on a local blade server. The user interface is projected to physical PCs, laptops, or thin client systems using access virtualization technology.
  • Remote execution. Virtual client systems could run on a server that resides in the organization’s data center. The user interface is projected to physical PCs, laptops, or thin client systems using access virtualization technology. Since the industry is using the same phrase to describe all of these different approaches, the concept of desktop virtualization can be quite confusing to those unfamiliar with all of the different types of technology that could be pressed into service.

Author: Dan Kusnetzky
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Desktop Virtualization Improves Security

One of the main reasons for deploying desktop virtualization is the security advantages it can provide, such as keeping sensitive data off the endpoint, according to Citrix.

And Citrix is practicing what it preaches at its Ft. Lauderdale, Fla., headquarters where employees, for example, use the Citrix virtualization product Citrix Receiver for smartphones and tablets.

Citrix Receiver brings full-fledged desktop apps to smartphones and tablets

“It’s required to access some systems such as SAP,” says Kurt Roemer, chief of security strategy at Citrix. “And we don’t have to roll out an SAP client. It’s up to date and the exact configuration. You’re just interacting with the application.”

While businesses all operate in different circumstances, there are general aspects of desktop virtualization that hold appeal to IT departments that have fought unending battles to try and keep unwanted applications off user desktops, patch applications, and cope with the stray malware eruptions.

“It gives IT back control,” Roemer says. “It allows for risk-based access, and the decision on whether to allow the data to be taken offline.” The company managers can set policies related to saving or printing data, for instance. Although for those needing data offline, desktop virtualization doesn’t preclude use of encryption, for example.

Applications made available through desktop virtualization — Citrix offers Xen Desktop, which can run on top of VMware, Microsoft Hyper-V or the Citrix hypervisor — are consistent across the user base and patch updates to them are consistent, even while access to applications is more flexible.

“This is very beneficial for security,” Roemer notes, adding that it allows for flexibility in deciding how to centrally establish management and security controls.

It’s evident from the survey of 1,100 senior IT managers and decision-makers worldwide that was published today that there’s also widespread expectation that desktop virtualization will be used in a complementary fashion with cloud-based services and various security controls.

The survey, “Desktop virtualization and security: a global market research report,” found 91% of the respondents said they already have or will have desktop virtualization implemented by the end of 2013 in their organizations, of which all have at least 500 employees.

In addition, they said they plan to complement desktop virtualization with cloud-based services and additional security measures such as data-loss prevention, identity management, mobile-device management, VPN, threat management and authentication.

According to the survey, which didn’t identify which specific desktop virtualization technologies were being used, 33% have already deployed desktop virtualization to a significant level and a further 58% plan to do so before the end of 2013. The survey, sponsored by Citrix, was conducted by firm Vanson Bourne.

Author: Ellen Messmer
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Cloud Computing Has Killed The PC

It looks like the end for the PC. Unlike the Dinosaurs the PC will not just vanish from the face of the Earth – they will just stop being replaced and gradually die out to be spotted on the desks of die-hard antiquarians and IT folk who like to tinker with the insides of anything that can be opened.

I can even date when this process began. It was the day, the 18th August to be precise, when HP announced it had bought UK software firm Autonomy for £7.1bn then added, almost as an afterthought that it was considering selling its personal systems group, which includes the world’s biggest PC-making business, and that it will discontinue its webOS devices.

HP has some very complex problems to solve and they have gone through some bad times but this decision is about more than surviving bad times and facing the commoditisation of the PC squarely in the face.

It’s about realising that the major choice a consumer or a corporate has now is not about hardware. The days when buying the correct IT infrastructure are now long gone – today it’s about recognising the realities of mobile computing.

Mobile computing isn’t about providing your staff with the best laptop, smartphone and tablet to keep them productive on the road – the hardware is now so reliable that the choice is often left to the users – something that would have been unthinkable a decade ago.

How on Earth would they be able to choose the most reliable laptop? Now a consumer can walk into any retail park and buy a tablet computer with no moving parts that will last until it is lost or discarded.

Many young people are doing much of their computing on their smartphones where the choice of hardware is, once again, almost irrelevant. Young people live their lives on the move from home to school to University to work and they want devices they don’t have to pack into a car to lug around.

They also use the Cloud instinctively – what is iTunes but a Cloud providing music. The popularity of web mail means few youngsters have ever configured a Microsoft Outlook client.

The only thing stopping most businesses moving to tablets is purely to do with their culture and environments. We are heading for devices that will run almost exclusively over the internet. I am writing this piece on a tablet connected to the internet using my virtual desktop. I don’t even know where my old laptop is now.

Most people are now happy to use email banking and other services via browser and while it took some time for people to become comfortable with banking online they have taken to it eventually as they discover it is safe. What we are seeing is the rapid expansion of available services with more traditional pcs being replaced by the tablet form and laptops taking over the arena of the PC.

Most users will be happy with a screen and internet access, and the ability to buy or use applications that provide the services they need, without the need for bulky operating systems.

The benefits of Cloud Computing for businesses are now so compelling that any new business setting up would be very unlikely to provide its employees the internal IT infrastructure that was typical only a few years ago.

Why force upon yourself the overheads of PCs which have a cost of ownership, need repairs often because of the number of moving parts and a full-time staff to keep them up to date and running? No business person would do it unless they had compelling reasons.

The Cloud is greener. Cloud data centres use virtualisation which cuts down the number of servers needed and the power consumption goes down because new servers don’t even have fans inside them. HP is merely following example set by IBM when it dropped out of the hardware market to concentrate on services.

It will be interesting to see how Microsoft and the other PC-centric vendors adapt to the new world of the Cloud. For the moment the consumer (user) is in control, something the old PC departments of corporates fought fiercely against. But like the Dinosaurs they lost the battle.

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Desktop Virtualization Can Help IT Manage Consumer Devices

If two technology trends were ever made for each other, at least in vendor marketing materials and generically simple diagrams of IT infrastructure, they are the consumerization of IT and desktop virtualization.

Analysts who study desktop virtualization say many of its use cases fit neatly into problem areas that their client companies face, such as the consumerization of IT. End users who insist on using non-standard or unapproved computing devices, such as tablets and iOS or Android smartphones, make demands on the IT department, the remote-access infrastructure and the IT budget, according to Ian Song, research analyst at IDC. When the same user wants to use two, three or four computing devices for different reasons, the situation can quickly get out of hand.

“You’re not going to give everyone two or three computers or try to set up your applications and infrastructure to support every device everywhere, no matter what your resources,” Song says.

The clearest solution is to create a virtual desktop that runs on a server in the data center but that can be launched, viewed and used as easily by an end user in the office at a traditional computer as by a worker logging in from a PC in a public kiosk or smartphone connecting via open WiFi.

That setup—full-blown virtual desktop infrastructure (VDI) implementations—is becoming far more common but will probably never make up the majority of virtual desktops, let alone outnumber traditional physical desktops, according to Chris Wolf, a research vice president at Gartner.

It’s by far the most expensive form of virtual desktop—especially compared to streamed or Web-based applications that can be used from tablets, smartphones and other traditional devices that support VPNs or other encrypted connections, Wolf says.

“People tend to talk about desktop virtualization as if it’s one solution, or even a set of solutions, but there has always been a range of implementations,” he says.

Traditionally, virtual desktops consisted of dumb-terminal, shared-server/shared application setups used in call centers, banks and other transaction-heavy environments in which employees work in shifts and several may use the same machine on the same day.

That’s still the most popular implementation, and the least expensive. Other implementations let IT match the functions required by the user with the complexity and cost IT can afford, Wolf says.

Some users might stream to the desktop one application they use only occasionally; others may be set up to choose several applications to be streamed from an internal corporate “app store” or even work full-time on a “desktop” that is actually a virtual machine running on a data-center server—which requires the resource-intensive VDI server setup.

“A certain percentage of people—maybe 20 percent—will be appropriate for full VDI, where most others will use either mostly streaming apps or stream the apps and OS onto their own laptops, and some will just have traditional installed apps.”

It’s not hard to put a Web front end on an application and make it available through an internal server to users on a range of client hardware, but thats not the most secure or manageable arrangement, according to James Staten, vice president and principal analyst at Forrester Research (FORR).

Applications are more secure and easier to control and support if IT is able to put a hypervisor on every device an end user wants to use, Staten says. Not every device needs a hypervisor designed expressly for its hardware or operating system—which Citrix sells and VMware (VMW) is developing—but native hypervisors perform at much higher levels than those installed later, no matter which vendor makes them.

Not only is the connection more secure than streamed apps or SSL, the hypervisor lets IT create a whole environment in which it can apply the same security, applications and policies it does on a company-owned computer that never leaves the building.

“That makes it a lot easier to enforce policies on anti-virus and security updates and keeps anything you might install on the ‘home’ part of a device from sneaking over into the ‘work’ section and corrupting drivers or transmitting a virus,” Song says. “Just because of the number of end users and client devices, there’s a real scale issue especially compared to virtual servers.”

Trying to scale virtual infrastructures to keep up with virtualized, consumerized hardware is a nightmare for IT operations people, who are often already struggling to move past the barriers and plateaus many companies hit during large-scale physical-to-virtual server migrations, Staten says.

“When you’re doing a lot of P2V, server virtualization looks like a massive cost savings. But when you get past the point where you’re taking out a lot of hardware and you start to see a lot of proliferating VMs and you start consuming a lot of virtualization, it can look like the costs and sprawl are out of control,” Staten says.

Virtual desktop costs are exponentially greater than virtual servers, simply because the number of desktop machines is higher, Staten says. Even among a fully virtualized workforce, every employee needs some type of hardware at the desk, which can range from a normal PC to a zero-client terminal from Wyse, Pano Logic or other thin-client hardware vendors.

Every additional user means more load on the data center for authentication, storage, and most expensively, to run the virtual machines, virtual applications and streaming services that are actually running the apps, Staten says.

Demand is even greater for companies with lots of power users who run applications that are particularly resource-intensive and require a high level of security and data-center quality availability and backup, Song says.

IT can mitigate the growth in cost by giving different users different amounts of virtual “power”—which translates into space and computing-resource use in the data center. They can cut down data-center costs drastically by using hypervisors to create two separate virtual environments on every laptop—one available to the worker for personal use, the other for work that requires a secure login and keeps the virtual machine dedicated to the “work” environment clean of viruses, driver conflicts and other problems unofficial use can introduce, Song says.

In that case workers do use a virtual desktop, but it lives on their physical laptop or smartphone, rather than on a backend server.

While Citrix sells native hypervisors for most smartphones and VMware for one or two, that two-phones-in-one approach is growing only slowly because of the cost and complexity of maintaining virtual machines on many types of devices within the same workforce, Song says.

The sheer variety of machines is a problem because it is so important for the hypervisor to be as close to the processor and under as many layers of system software as possible, Song says.

Type II hypervisors run on top of the operating system even of resource-constrained devices like smartphones, eroding performance.

Native “bare metal” Type I hypervisors would be better, but aren’t available yet, Song says. Citrix is due to ship its version of native hypervisor code this summer. VMware has announced it is working on bare-metal hypervisors, probably for release early next year.

“More than anything else the thing that can kill a project or save it is hardware compatibility. IT can’t go tweak all its templates and rewrite all its software to support 100 different form factors,” he says. “Expanding the HCL [hardware compatibility list] is the key to a lot of this. It doesn’t solve all the problems, but it gets you past the first bunch of them.”

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Trust in Cloud Computing Grows

Nearly one in 10 organizations in the U.S. estimated they store more than $10 million worth of data in the cloud.

Semiconductor manufacturer AMD announced the results of a global research study on adoption, attitudes and approaches to cloud computing, surveying IT decision makers in public and private sector organizations across the United States, Europe and Asia-Pacific. The findings revealed global and regional trends in cloud computing adoption and usage, highlighting the importance of both infrastructure and workloads in considering a cloud computing model.

The survey found cloud computing is maturing rapidly, with 70 percent of respondents indicating they are either using or currently investigating cloud computing for remotely hosted applications or to store data. Of those organizations that have deployed cloud solutions, 60 percent reported that they are already seeing business value. Among current cloud users, 92 percent stated that infrastructure was an important part of their decision to move to a cloud computing model. As cloud adoption continues to increase, so does the value of the data that lives in the cloud.

Sixty-three percent of those using the cloud to host data estimated they store more than $250,000 worth of data in the cloud, and by evaluating this survey field alone as a sample of the industry at large, it can be estimated that billions of dollars in active data currently lives in the cloud.

“Based on the findings of this global study, AMD believes it is time for the industry to re-shape the way we think about cloud technology,” said Patrick Patla, general manager and vice president if AMD’s server and embedded divisions. “The findings point to the fact that while the era of cloud computing has arrived, there are radically different attitudes, approaches, concerns and levels of maturity depending on business environment.”

Ninety-two percent of respondents currently using the cloud stated that infrastructure was important in their decision to adopt cloud computing. Global private sector respondents also identified the workloads they believe most suited potentially for cloud computing as email, finance/accounting and Web serving, in that order. However, 63 percent of global respondents still view security as one of the greatest risks associated with the model.

For those currently using the cloud, 75 percent had the necessary IT skills to implement the solution versus only 39 percent of those who are currently investigating cloud today. Cloud users are able to access their services primarily via a PC (90 percent), followed by smartphone (56 percent), tablet (37 percent) and thin client (32 percent).

“As an industry, we must provide clear guidance about how to optimize hardware and software for all types of clouds, focusing on custom parts for specific workloads that are prevalent in the cloud and the appropriate balance of performance, power and cost efficiency they require,” Patla said.

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Choosing The Right VoIP Service For Your Business

The telephone switchboard and landline desk phone may not be dead, but they are becoming relics of the past along with office ashtrays and typewriters.

Businesses are increasingly turning away from PBX (private branch exchange) phone systems and toward VoIP (Voice over Internet Protocol) telephony, which enables conversations to travel as data across the Internet. By 2013 more than 80 percent of businesses will use VoIP, according to research by In-Stat.

Is VoIP Right for You?

VoIP can be ideal if your company handles many calls among multiple people, has mobile employees, or juggles satellite offices. Implementing the technology can help to shrink or eliminate the cost of long-distance and conference calls.

In addition, VoIP provides the flexibility to manage calls as you would other data. For example, a caller’s contact information may pop up on a Web-based dashboard or on a smartphone with a VoIP app when they ring your number. Depending on the service, voice calls can be translated to text that you read via e-mail or on a smartphone. Many VoIP services extend beyond voice to encompass instant messaging, virtual meetings, and videoconferencing. VoIP is key to unified communications efforts to integrate all of your correspondence into a single, digital hub.

If you already have a local or wide-area network, then you’ve already laid much of the groundwork. Make sure that your organization has enough bandwidth–a T1 line or better–before trying to cram your calls through a sluggish data pipeline.

VoIP Options

What kind of VoIP system you need depends on the size of your business and the number of locations. One person working at home probably doesn’t need much more than a consumer service such as Skype, ViaTalk, or Vonage. Just sign up, download the app, don a headset, and you’re good to go. Skype even offers encryption to keep calls private. Mobile VoIP apps can help you rein in cell phone bills.

But that’s not enough if you need individual phone lines for your employees. In this case, the many VoIP options essentially break down to either a hosted or on-site VoIP service. Hybrid services can blend the two, letting you combine old and new equipment.

Hosted VoIP leaves the heavy technology lifting to another company. It can help a small business appear bigger by offering PBX-style features, such as individual phone numbers for employees and call transfers, even to workers away from their desks. It can include toll-free numbers and integration with e-mail and faxing software. You basically download software and buy or lease IP phones for each user. There’s little need to invest in expensive equipment or to pay an IT pro for ongoing support. 8×8 and Speakeasy are among the many companies offering hosted VoIP. Your Internet service provider may offer options for VoIP service, as well.

By contrast, on-premise VoIP will offer all the features of a hosted service, with the option for fine-tuning. Avaya and Cisco are among the vendors to consider. For this VoIP PBX option, however, you’ll have to handle all the hardware and the calls, so it’s time to call an IT pro. If you’re upgrading from a pure PBX system, a VoIP gateway device on your network can make the transition. Once you have VoIP going on your network, you should optimize your router and your network to prioritize traffic to ensure high call quality.

Before You Leap

As for the drawbacks, a hosted service may lack the customization you crave, or charge you extra fees for adding features or new users; it could leave you high and dry if the company goes belly-up, too. With on-premise VoIP, you may suffer the obvious headaches and costs of managing any tech equipment in-house, including a large up-front investment.

Before you make the big VoIP switch-over, look closely at the numbers. Compare what you currently spend per user on phone service with what you project to pay a VoIP provider. Read the fine print of any service to determine any hidden fees. Figure in hardware and ongoing maintenance, and don’t forget to add the cost of a faster Internet connection, if you need one.

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Adding Color to Google or Apple’s Gray Social Clouds

Color could be the type of mobile-meets-social-meets-local application Google and Apple have been searching for. Unless Facebook gets there first.

Color, the mobile picture-sharing application that launched with the controversial financial backing of $41 million last week, might have some usability issues in the early going but it’s the type of cutting-edge company Facebook, Google and Apple love to acquire.

Similar to startups such as Path or Instagram, Color lets users take photos or video with their Apple iPhone or Google Android handset. The content is stored in the cloud, not locally on the smartphone.

While the networks behind the other apps are federated — users give permissions to their friends to view content — content generated for Color may be viewed by anyone nearby using the Color app, including friends and strangers. Users don’t have to “accept” friend requests.

Photo and video content is organized by date, with users being able to tap on pictures to see when and where they were taken. Color gauges sound levels, Bluetooth readings, light readings, antenna strength, the time and other variables to determine a user’s proximity to other users.

It’s a new medium for visual communication with a mobile photo finish, with the social network elastic instead of fixed and federated on user requests.

The good news about Color is the barrier to entry to low. Users fire up the app and learn about strangers’ lives once they enter within 150 feet of each other. Privacy isn’t a consideration. When you and others download the app, you opt-in to sharing the graphical content you produce.

Forbes.com’s Bruce Upbin noted: “You can stand in the middle of Times Square taking pictures while watching other Color users’ pictures of Times Square, taken at that moment, stream across your iPhone in chronological order. It’s like having fly’s eyes, and it forces you to choose between creation and consumption all the time.”

The problem with Color is also that the barrier to entry is low. When a Color user is not within 150 feet to other users, the app is useless. Color co-founder and CEO Bill Nguyen acknowledged this loneliness issue to Mashable and said his team is addressing it.

What’s interesting about this app is it’s the sort of thing one would expect Facebook to acquire. Color sits smack dab in the intersection of mobile, social and local, which is Facebook’s bailiwick.

Except for the not-so-tiny dichotomy that there is a lot of permission-granting or denying within Facebook’s walled garden, and none going on in Color, Facebook and Color would seem to be a match made in social heaven.

So acquisitive minds must turn to Google or Apple get there first. That’s right. Outgoing Google CEO Eric Schmidt and new geo-local maven Marissa Mayer have been extolling the virtues of contextual discovery since last September.

The idea that a user can be walking down the street and receive alerts to restaurants, museums and other attractions to their mobile phone based on existing preferences is core to Google’s next-generation search strategy.

Color hews well to Google’s sense of contextual discovery, and as John Battelle noted, could very crack the augmented reality nut Google, Apple and others are interested in cracking but can’t figure out how.

Where Google is interested in mobile, social and local, Apple must also certainly aspire to be its equal to preserve the iPhone’s celebrated status and boost its market position against the Android army.

Apple may not yet have a massive cloud computing sledgehammer to wield, but it has a massively scaling mobile platform in the iOS and is said to be porting more of its software to the cloud.

Color’s Nguyen also already sold his previous company LaLa to Apple so there is a previous relationship cultivated there. Given that Google and Apple have jousted over LaLa, AdMob (Google got that mobile ad network) and other companies in the past, it wouldn’t be a stretch to think we’ll see a repeat of this brinksmanship.

Color probably needs to scale in order to attract the interest of Google or Apple. Facebook has shown no fear of buying companies that haven’t built formidable Internet castles, so it might be the front-runner in a Color race.

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5 Reasons Why CIOs Can’t Ignore Consumerization of IT

The last 24 months have brought an explosion of new devices, web applications, and social media platforms. With every new product release or social network launch, CIOs are getting pressure from their employees, including senior executives, to open the corporate network to consumer devices and allow access to more of the Web. This migration of consumer devices like smartphones and tablets into enterprise computing is making CIOs very nervous.

The risks to data security are obvious and real, and the loss of control compared to the days when IT departments could pick and choose technologies is distressing. Some CIOs are reacting with bans on the use of employee-owned devices, but this can be counterproductive. The consumerization of IT is inevitable and likely good for business, even if it has caused some heartburn.

Why inevitable? There are five trends that have brought us to what I see as a point of no return on consumerization.

1. The rise of social media as a business application
. This phenomenon is the traditional enterprise IT killer, not just the killer app. For knowledge workers, social networks have become necessary and ideal tools for building work relationships and conducting business. For example, Dell employed Salesforce.com’s Chatter to our more than 90,000 Dell employees. Being able to follow opportunities is a key feature of this application, so social connections literally mean sales connections. Employers need to facilitate this types of social collaboration, not be threatened by it.

2. The blurring of work and home.
According to a telecommuting forecast by Forrester, 41% of employers plan to implement telecommuting options this year and 43% of the American workforce — more than 63 million workers — will telecommute occasionally by 2016. Flexible work arrangements that encourage employees to work from home — or any location — make it difficult to control employee technology usage. IT departments need to develop policies to deliver and secure sensitive data on both IT-owned and employee-owned devices.

3. The emergence of new mobile devices.
The mobile era has arrived; by next year global smartphone shipments will exceed personal computer shipments for the first time in history. In the wake of such a seismic shift, employees are showing up to work with their personal devices with increasing frequency. The pressure on IT departments to provide service and support for the employees’ devices and applications of choice will be enormous.

4. Shifting business models require tech-savvy employees.
Put the rise of social media together with ecommerce and mobile devices, and you get a marketplace in which word of mouth influences buying decisions as much as half the time. According to McKinsey and Company, “word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions.” As the control of corporate brands shifts to online conversations outside of the company’s purview, organizations will increasingly value employees who can navigate the ecosystem and are influencers in their social networks.

5. Employee expectations of corporate IT are changing. Desirable hires don’t want to give up their devices, weakening the recruitment and retention abilities of companies who refuse to accommodate them. Imagine how a 2011 college grad reacts when she arrives at her new desk and turns on her PC to discover that it’s running a locked-down version of an operating system that was first released when she was 12.

As these trends collide, consumerization moves from being something we all have talked about for years to a crucial a business decision. And savvy CIOs are making this a business issue because technology is becoming a talent issue. From recruiting and employee satisfaction, to driving brand reputation, to enabling new business models, employee technology a business issue, not an IT policy debate.

Today’s consumerization trends are yet to peak, which means that the pressure for change in most IT organizations will only intensify. Businesses who react thoughtfully and decisively now will reap benefits for the rest of the mobile era and beyond. How?

Articulate your company’s end user workplace and technology philosophy and use that as a basis for setting a consumerization strategy. Recognize that IT security and data protection policies that restrict the use of personal devices and social media applications may actually increase security and data loss risk. Begin evolving security policies to protect data in a workplace whose employees are using a variety of devices and applications.

Liberalize rules that prohibit business use of employee-owned technology in your own environment, starting with smartphones. Launch enterprise applications that mimic the best aspects of consumer communication and social media within your worker community. Pilot company-paid or employee-owned tablets with field workers and executives to see if they can replace other devices.

Communicate a clear point of view on company versus employee cost-sharing. Develop a business case for incremental investment by linking end user technology strategy with human resource planning, facilities planning, and business strategy. Consider desktop virtualization and other new technologies to reduce security and data loss risks as the demand for consumerization grows. Confront the software licensing implications of consumerization to ensure compliance. Finally, avoid end user stipends; the goal is to allow employees to use the devices they already prefer, not to shift the purchasing decision onto them.

The heart of the consumerization trend is human desire; people want to work the way they live, using the Internet to facilitate relationships and communication. It’s also the foundation for the next wave of business. Companies that adapt quickly and thoughtfully to change the relationship between employees and the IT department will be better able to attract talent, execute new business models, and enhance competitiveness. So why fight it?

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