COMPUTING IN THE CLOUD

I was just at a conference where a major reseller of IT products, both hardware and software was opining about Cloud Computing. What would be the impact of the “cloud?” And the best question asked, “What is the cloud?” I am still not sure – at first I thought of a hologram where you see the image but know that it doesn’t exist in actual form. You can walk around a hologram, see all sides of it, but yet you know that the image is not solid – it is transparent and it really isn’t there. It exists in some dedicated space. The first time I saw a hologram was at Disneyland. Is this the nature of the “cloud?”

More and more businesses, large and small will soon find out. Even individuals that use backup systems such as Carbonite are using the cloud. Quicken and other data services that store and allow you to have access to your data from anywhere at any time is considered, I think, as part of the cloud.

Why does the cloud scare large scale resellers and the smaller retailer? It is simple, you don’t need as much hardware or software as you did when all your capabilities were in house. So, as one executive put it, all you need is a few laptops, a printer, a scanner and smart phones and of course a router, you can run your business 24/7 from anywhere there is internet access.

There are some security concerns regarding the cloud. Is the data secured? Don’t really know – but is your data secure from hackers getting into your servers and PCs? Is the cloud securer than your office – probably so due to liability issues. Can a worm get into the cloud and steal data? Don’t know. I’ll bet everyone reading this has experienced a worm at one time or another.

What if the cloud bursts and it rains data everywhere? (I like this analogy). Don’t know if that can happen because the cloud is made of many services across the net, so your rainstorm may not be a cloud burst.

If you don’t think cloud computing it is happening, then get your head out of the clouds. It has been happening for a while. Social networking sites store contact lists, data, resumes, corporate data, personal data – all in the cloud – accessible 24/7 from anywhere. Shutterfly, Kodak, SmugMug and other photo sites have been storing your images for years now.Your financial data is stored on Quicken on the net if you choose to do it that way. The question that needs to be answered is how best are you going to use the cloud? Your business can benefit as you do have access to data whenever you need it. Customer data, financial data, logistics data, inventory data – all of this is available and managed in real time all the time. This can be done from a $300 netbook.

The major question is security. Companies like Wave Systems have come up with sophisticated systems that protect data from the hard drive to the cloud. Providers of cloud services have better and more sophisticated security systems by the nature of the business and the exposure that it could bring.

So, as Al Jolson sang so many years ago, "When you see those gray clouds upon the hills, they are not gray clouds, they are daffodils. . . “

GETTING PRODUCTS TO MARKET IN THE US AND ELSEWHERE

I have been doing this since 1983! Taking little known, high tech, consumer products to the mainstream market. This is not an ad, I have a website for self promotion (http://www.xtfgx.com/), but this is a reality check for many small entrepeneurs who have a great product, limited manufacturing and even more limited sources for marketing. In the 27 years that I have been at this it is the guy with the most marketing dollars that wins - almost always.

But what if you don't have the dollars? Can you win? The answer is, "yes." The secret or not so secret is to guerilla marketing. There are many books written on the subject so I won't try to over simplify the technique - but in a nut shell, do what got you to this point and do it again and again. Samples - send plenty, join the social networking sites, go to trade shows and work the booths with your literature, read badges and if the badge says "buyer" stop and talk to that person. Be professional but never be afraid to admit that you are in the learning process and need help - they will help you.

Follow up. Be persistent but be respectful. Know the market segment that you want to attack. Is this a Radio Shack product? Is this a Best Buy product? I this is better on line sell than an instore sell? If you can answer these questions then you know where to attack - but you can't do it alone.

If you have a half of a million a year in business to give away then talk to a distributor - maybe they will listen.
Tech Data, Navarre and Ingram Micro service about 100,000 accounts while their catalogs have thousands of vendors and SKUs. That is alot of noise to contend with and frankly you will get lost in the hubub!

There is another way to get attention and the benefits of distribution: aggregation. No, not aggravation, aggregation. There are a few worth mentioning, but Global Marketing stands out - they give the vendor the attention they need. But remember, it is marketing dollars that count and they tend to make the dollars count more with their PR programs and Channel Launch Programs.

Having an aggregator does not relieve you of your responsibilties - no way. You have to talk to the buyers, check out the reseller opportunities and help direct the marketing effort. In nearly three decades I am still amazed at the vendors that think they are beholding to the distributor. Frankly, I have met and still meet buyers that think that you owe them - what a crazy attitude. I  remember when Compaq decided to go direct, some distributors almost went under. Without your products they have nothing to sell.

Be proud of your products, and prouder still of the effort you have put forth. Pick a logistical partner and create turnover and profits - remember you are in command.

WATCHING A LAKER GAME WITH THE MAYOR OF LOS ANGELES

It was a celebration of sorts at the Nokia Club at LA Live! While the Democratic Party had few contested races, it was the launching of the election season. This would be a great time to own a TVstation, the GOP spent about $50 million just to ge to this point in the process. I digress!

Since the primary election coincided with the Lakers vs Celtics game from Boston, the celebration was held up until the entire room, save a for a few, could celebrate. Standing next to hiz honor as he cheered every basket from the Lakers and I cheering every attempt from the Celtics,  refused to give him my address as I could expect a call from the Assessors office for my basketball loyalty. I reminded him that I was a Dodger fan and even did the PA anouncing at the stadium for part of a game. He was not impressed as Fisher scored - that impressed him! He was cheering purple as I was trying to impress with Dodger Blue.

In any case, he is a fan. I know - I saw him blow off two interviews to watch the game. The good news is that the young lady from the AP did get her uninterupted time with the mayor right after the game.

Now let the games really begin! We have at least two more basketball games to go, hopefully, three. Then it will be all politics. I don't know who will win the basketball championship or the elections but what I don't understand is why it is so important to spend millions of your own dollars to get a job that pays so poorly in terms of the investment. If I was 6'10" I could play for the Lakers and if I had $30 million I could get elected and be for the "little guy", too! I am not and they are not.

POSTING IS FUN

You have Twitter, but that is limited to a set number of words. I am always amazed when I look at the pocket calendars (remember them in the olden days) each day has a few words of wisdom at the bottom of each page. They were great - but why can't I remember them? Facebook is also a way to vent or give advice or get advice. But you have include the immediate world of about 2500 of your closest friends (go ahead - name them). Blogging is the best way. Say what you want and those that are interested will read it.

That is the key - gettting your blog read. I share this on Facebook and Twitter - just the link, I don't want to take up that much space on those sites. Those with nothing to say take up  may too much now. Most of the people on these sites have little say or little that is worth reading. Inside jokes don't cut it and being tagged is no big deal. Yes, it is a way to stay in touch with some people, but if you look at an earlier post of mine, I strongly suggested that voice commuications works best for that.

By the way, when you type a blog you use more than your thumbs - you use many fingers and your brain. To say something with a few words requires little  brain power - most of what I read is stream of conscieness and that takes heart.

WHY IPHONES AND BLACKBERRYS AREN’T ALWAYS THE BEST FOR COMMUNICATION

In fact they can be the worst. I remember selling Telefax Machines back in the 60s – great for transmitting documents across the street or across the country. But the system had one flaw.

It needed a second unit to receive the transmission and this second unit needed to be turned on!

Many of the population are carrying these wonderful new pocket assistants that have hundreds of apps to find your way, a restaurant, an address, a recipe and much – much more! They are very effective and efficient because it is the business of the server that app connects to is on all the time. I saw someone playing Scrabble with another person electronically. In that game it is understood that the other player will respond when they log on. There is a two way communication there because the players both know that the communication is happening. You can’t play by yourself but what if the other party is not part of the game – they don’t have the iPod, Droid or other miraculous device? Then you have no game and your device it is worthless. All that technology gone to waste.

The same is true of communications. If the receiving party has no such device, or you are sending e-mail and you have no idea as to when the recipient will be checking their e-mails or if their system is actually on or if their system is down – then you have a wasted bundle of technology. You didn’t communicate. Even if the recipient did receive the e-mail but it was several hours or days later – again worthless or worse – a missed opportunity.

What’s the answer – a simple answer is use the 15 square inches of wonder as it was first intended: pick up the phone and speed dial the phone. Even if the recipient is not answering you have several options that are immediate: leave a call back number, leave a message or even do nothing. The missed call is recorded and the recipient is alerted. Then a call back and the communication is complete and usually in a timely manner.

They say going back to the fundamentals is the best way to grow. My suggestion is just that – go back to basics. Pick up the phone and dial the number and then say, “hello.” The sound of your voice, your intonations and speed in which you deliver your message tells as much or more as the words you use. Then there is the sound of your voice, that is the next best thing to being there and having this conversation face to face. A phone is a phone, sound is personal, not texting or e-mailing.

Anyway, you get the message, right? Mr. Bell invented this and he can't even text!