You don’t have to read “Free” by Chris Anderson to have a healthy scepticism about the way in which Google and Facebook make money. There again, you don’t have to stop using Google or Facebook either, face it they offer a very good service and a billion plus people can’t be wrong can they?
The business model is a simple one; you are offered services you can’t refuse: excellent web search and fully featured sharing and communicating services. These you can have for free. In return you agree that the service provider can have, for their own purposes, your data. Taken on its own your data has very little value but when taken with the data of over a billion individuals worldwide then it becomes very valuable indeed and the success of these companies and others like them is that they have successfully monetised that data. The old adage that Facebook knows what you like, Google knows what you want and Amazon knows what everybody like you bought was never truer. These companies have grown to be mega successful and the people who created them have become mega rich; a just reward you might think.
Do we ever ask ourselves is it really worth it? Is the privacy we sacrifice, our wants and whims our location data, our quantified selves is it worth what we get in return?
We could say the same thing about The Cloud. The power that we are able to carry in our pockets because The Cloud looks after all of the computation and storage means that we can not only be constantly connected we can be truly mobile in both our working and our personal lives. Given the eye watering investment in cloud services: the hardware, the infrastructure, the energy and the software development required to make it all work it has become the icon of the information age.
Will it always be so? I have written before about the natural tendency for technology to make its way to the edge. While our smart phones are relatively simple devices now (see what use they are when they aren’t connected) I don’t see why that should be the case forever and ever. It was with this in mind I was interested by an announcement from NVIDIA for its Tesla K-series GPU Accelerators which can carry out 1.3 teraflops. One of the key markets for this technology is smart cars – because it’s inconvenient when your phone isn’t connected but it could be downright lethal if your car was dependent on the cloud for all of its functionality. More recently Hilary Mason CEO of Fast Forward Labs talked about algorithms, currently in the lab, that will compare two sets of data with a million items in each set with just a few processor cycles. Admittedly the process is probability based so there is a margin of error but the point is that this function can be carried out on a personal device without recourse to the processing capacity of the cloud.
So am I speaking up for paranoia in the smart connected world with a view that we should be looking forward to carrying super computers in our pockets? Not a bit of it but I am sounding a note of caution. Right now we cannot imagine a scenario where the computational and storage capacity of the cloud could be ceded to a personal mobile device; there again, there was a time when the industry believed that there would be no reason for people to have a personal computer.
“There is no reason anyone would want a computer in their home” Ken Olsen, president, chairman and founder of DEC
One of my favourite all time movies is Dr Strangelove or: How I learned to stop worrying and love the bomb. If you weren’t around in the 60’s trust me, you had to be there. Check it out it’s a tour de force from Peter Sellers who plays three roles in the movie not to mention George C Scott as Buck Turgidson and see if you can spot James Earl Jones as Lothar Zogg as well as the unlikely named Slim Pickens as Maj King Kong and the not to be missed Col Bat Guano played by Keenan Wynn. In the movie the paranoid Gen Jack D Ripper says:
“I can no longer sit back and allow Communist infiltration, Communist indoctrination, Communist subversion and the international Communist conspiracy to sap and impurify all of our precious bodily fluids.” Gen Jack D Ripper (Sterling Hayden).
It would be equally paranoid to accuse Facebook and Google of misappropriating our personal data – I’m not suggesting that we need a nuclear option. What I am suggesting is that we should never say never; we should never say that we will always need the cloud and we should never say that we can’t reclaim ownership of our personal information. The technology isn’t there yet but someday it can be. Which raises the potential for an interesting tension for while the capability may yet come to be within our reach will the industries that have grown up around free access to our data and centralised processing and storage be willing to give it up?