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Let's consider for a moment that unglamorous object which has (quite literally) over the past two decades powered the mobile revolution.
The keynotes at this week's Mobile World Congress were silver lined with talk of "The Cloud". Ericsson and Microsoft were two prime examples (HTC also has a similar strategy) of putting the cloud front and centre of their offerings and strategic road maps.
Scott Seaborn is Head of Mobile Technologies at Ogilvy Group UK, London.