Swide Magazine by Dolce&Gabbana

With cloud computing we have the opportunity to become the contributors of a new world in which human beings could work together.

All observers of the network know that Google’s search algorithm becomes less and less interesting by the day. The future is rising instead where two very prominent human tendencies meet: the social networks and the web mobile.
A few days ago, Eric Schmidt, Google CEO for ten years and now its President, spoke with a small group of prestigious newspapers world wide (New York Times, Wall Street Journal, Daily Telegraph, the Republic, Frankfurter Allgemeine Zeitung, Reuters and Financial Times) and has predicted a better world through “cloud computing”: the top managers have a sickening optimistic tendency, more than employers. Cloud computing is a technology that multiplies the power of stock and provides data. To describe it in a nutshell, it allows you to use at any time from any computer amounts of data until recently unimaginable. We do not believe that it will save the world, but it certainly will change it. The salvation of the world as always will depend on the use that humans make of this technology.

 

Big changes come from a combination of these two phenomena: the web 2.0 has made every human being potentially the user, but also the author of data and information, the mobile web makes human beings authors and users of data anywhere they are. This combination multiplies greatly the amount of information circulating on the Net. Thanks to cloud computing information can not only be found, but it can also be filtered and extracted as needed. To quote the words of Eric Schmidt "from the simple syntax of the data semantics of the data." This means that this information is more suitable to us at a semantic level. That's why Google's algorithm has to take into account new data not covered until now: on my smart phone today I communicate with Google, Facebook, Twitter and Foursquare (these are 4 of the social platforms I use now simultaneously) an amount of data that until a few years ago I could only communicate through my articles and with the people I worked with. My contacts, my friends, my inclinations, my preferences, and the places I go: it all fosters a very detailed description of my person and my life. In exchange for all this information, thanks to cloud computing, in the future I can always count on services and content that is best suited to my needs.

The news that appears to accelerate this process is that the sales of smart phones in March 2011 has exceeded that of personal computers. In fact, a smart phone is the closest object to the idea of a robotic extension of our bodies. Thanks to the smart phone, my body, my mind and my heart provide through wide network relevant information to all other users. Of course, while there are exaggerated optimists as Google Chairman Eric Schmidt, on the other hand there are the usual dooms who see cloud computing as the final Big Brother that will make us sink into an ominous 1984 and that will be the end of the world. Accustomed, as they are not to believe those who sided for white or black. I say to myself that I for one I am committed to ensuring that this opportunity will become a heritage of progress to share with all my human fellows.

And to that purpose: I am writing this article sitting on a desk at headquarters of Dolce & Gabbana, in Milan. Just nearby there is a wonderful bakery called Sissi known to many for its cakes. But I'm not sure everyone knows how good the "Ungheresi" are, a finger food made with cheese and out of a Hungarian recipe; I do a check-up on Four Square and say it to the world. I want everyone to be able to enjoy a Hungarian Sissi.
Giuliano Federico Editor in chief Swide.com

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