Despite the multitude of offerings available from each of these companies, the prevailing wisdom seems to be that it’s just too soon to determine which company’s strategy is best. “I think there are a lot of different scenarios,” Gartenberg said. “The answer is, we just don’t know everything about what everyone is doing now.”
Gartenberg believes Google’s failure to fully integrate its web-based offerings and its Android and Chrome operating systems is a response to the public being unready to move to the cloud. “Google seems to be taking several approaches. On the one hand, they are certainly focusing on entirely cloud-based services with Chrome OS and Chromebooks. On the other hand, they seem to be hedging those bets to some degree in the short term with Android and rich applications,” he said.
Since most consumers don’t seem to be ready to embrace an entirely cloud-based experience, Apple, Google, and Microsoft will integrate cloud services into more of their applications to indoctrinate more users.
However, to some, Apple and its iCloud are looking more and more like the favorite even before it’s launched. “With Apple, there will be less setup, which is what the mass market needs,” Levitas said. “Simplicity to me will trump features and functions in this space.”