Anybody who uses the Internet uses, creates and leaves data behind. While in the past site visits were recorded in the depths of server log files rarely to surface again, these and related data are now the currency of the 21st century. Services are exchanged for data, this is the business model shared by Google, Amazon and many others. But people are becoming more aware that the uninhibited acquisition of their personal data may have negative consequences and no longer trust that their data is protected on the Internet.
Cloud computing technology is fast becoming an attractive alternative to maintaining IT systems and applications on premise. In-house management and maintenance of IT is costly and resource-hungry. Small and medium-sized businesses in particular benefit from the way cloud services give them access to greater processing power and IT expertise than they could ever aspire to with the modest budgets and resources of their own. Cloud computing also provides an opportunity for large organizations to enjoy economies of scale for the high data volumes produced by the many and various devices, operating systems and applications they use.