A term you may have heard being thrown around is cloud computing. It is used to describe something fundamental that happens to all high tech. The best definition I could find to describe this phenomenon was:

Cloud computing is a paradigm shift - a disruptive change in I.T. towards online services.

What does this mean exactly? It means the computer is undergoing commodification; it is in transition from being a product to a service. It is moving towards becoming a utility - much like electricity! Businesses will no longer sit down and talk about using IT; they’ll just be using it. In other words, IT will simply be a cost of doing business rather than being of strategic value.

The word cloud is appropriate as it is hard to pin point what stage we’re at. Clearly, if you ignore commodification, your business would be at a competitive disadvantage - you won’t have any of the gains, such as lower costs and maintenance that keep the cloud computing buzz going. For example, using Google Apps could remove the need for a start up to install and maintain Microsoft Office.

On the flip side, the risks of bringing innovative services to market are barriers to adoption. There are certainly concerns about being dependent on third parties for IT services. Recently, T-Mobile stopped production of the Sidekick mobile phone as a technical glitch in software designed by Microsoft caused around one million customers to lose their personal data. Risk management is therefore essential when using web based services, as with adopting any new technology.

Periscope, our online studio management system, is an example of a service using cloud computing. It offers a core service with no limits and no installation; it allows businesses to concentrate on creating value rather than maintaining and scaling a system. Give Periscope a whirl and benefits will soon become clear!

In 30 seconds I managed to kiss Kate Silverton, Sarah Falkland and receive – on behalf of the IE team – ‘The Creative City Award 2008/9’ for ‘Best Brand’! Not bad going.

We’re a familiar sight at ‘The Creative City Awards’ – shortlisted 4 times for awards – and now winners!

It was a great night. Certainly the best of the past 4 years – not least due to the excellent work of Aquila, whose video work, graphics and titles all added an additional splash of style to an already glamorous evening. Video due to be uploaded today.

IE were also shortlisted to win the ‘Outstanding Innovation Award’ for our work on ‘Periscope’ – IE’s online studio management system, launched just a few weeks ago at the Plus International Design Festival. Find out more and get yourself a 40 day free trial at the Periscope website.

It’s been great to see Birmingham waking up, over the last 5 or so years, to the importance of its creative sector – an industry that now accounts for nearly 10% of the city’s economy.

Alongside our ever-increasing strength in web and interactive media, branding has always been right at the creative heart of IE’s service offering. To win an award for our own brand is genuinely flattering. It’s one thing to successfully build our client’s brands but so many creatives neglect their own.

A strong IE brand means a more visible business and that means it’s easier to reach our clients and easier to recruit great creatives. Competition is fierce and knowing what we stand for – innovation and excellence – really makes a massive difference.

IE was born and bred in Birmingham. To stand amongst the 400-or-so members of Birmingham’s creative community attending the Creative City Awards 2008/9 and be celebrated as an example of excellence was almost as exciting as kissing Kate!