Is transparent synchronisation the next killer app for mobiles?

So we are finally (officially) getting the iPhone in Australia! In what would have to be one of the most un-secret secrets in recent technology history, Steve Jobs today announced the second generation iPhone, along with a host of new countries where the uber sexy little gadget will be available.

Amid all of the fanfare about the iPhone, something struck me about the new Mobile Me service Apple will release in July. There has been past criticism from some quarters that Apple's .Mac service was poor value. I think you could probably make that argument pretty easily. However, this new service seems to be something else. For a start, it has some truly amazing web design (possibly, even as amazing as this, or this). [As an aside, the kinds of things that people are doing now in rich Internet applications and with the full toolbox of Web2.0 tricks is simply mind blowing. I don't think anyone considered 2 years ago that we would have applications of this quality.]

Mobile Me does two things. Firstly, it elevates all of a typical user's electronic stuff into the cloud. This is great, but certainly not unique - Google has been doing precisely this for some time. I think we can be sure that Apple will bring all of their usual user experience aplomb to the task, so the service will certainly be pleasurable to use. However, I think the real trick comes in the second part. Mobile Me also (at least on paper) appears to seamlessly synchronise this stuff across all of a user's devices.

As anyone with more than 1 device (desktop PC, laptop, phone) will know, synchronisation is a total nightmare. I currently use a BlackBerry [1], and even today I find myself fragging the BlackBerry calendar and overwriting it with the Outlook calendar on each sync because if I don't, then the BlackBerry will constantly double-up entries (particularly recurring appointments).

Perhaps more annoying is the fact that I have to start this bizzare and idiosyncratic little synchronisation application to make it all happen. As a consequence of the generally poor quality of synchronisation applications, most people have data that is out of sync or inconsistent, or they just don't bother with the process at all.

If Mobile Me delivers on the ability to push my stuff to the cloud, and then allows me to have a seamless, consistent, up-to-date view of that stuff from any device - from desktop, to laptop to mobile phone - then Apple will have pulled off a real coup. My guess is that they will deliver on this promise, underlying again their ability to "innovate through simplicity".

Which brings me to an observation about the relative approaches of Apple, Microsoft and Google - both in terms of technology and business model.

As we all know, Microsoft concentrates on the endpoint (at least traditionally), both on the PC and on the mobile device. It's all about Windows Vista and Windows Mobile. To play in the Microsoft ecosystem, you need to buy a license of some sort, and in the case of the vast majority of PCs, you don't even have a choice about it because the license comes as part of the purchase of each new machine.

Google is at the other end of the scale. Their entire service offering is in the cloud, and they give everything away for free, making (lots of) money on targeted advertising. Microsoft is certainly trying to respond to Google, but if you need any proof that they don't have a plan or a clue about how to compete online, then just check out their recent attempt to buy Yahoo.

So where does Apple fit in? Clearly, they have a strong story at the endpoint. The entire Mac hardware range, from laptops to desktops, is well regarded, and if recent sales figures are to be believed, are selling amazingly well. The Mac operating system is also a stand-out, and in stark contrast to Vista, seems to get almost nothing but high praise.

In my view, Apple's new Mobile Me offering places them equidistant from Microsoft and Google, with a service that makes the best use of their endpoint and operating system expertise, adds a cloud-based service layer that (on the surface) solves many of the traditional problems with synchronising multiple devices, mixed in with a subscription based charging model.

Such an economic proposition almost certainly means that Apple won't achieve the user scale of Google Apps (Mail, Calendar, Docs, etc) for Mobile Me, but it does allow them to target the premium end of the market - precisely the same market that they target with hardware sales, and one that is exceptionally profitable for the company.

In many ways, you could probably think of Mobile Me as a premium version of Google Apps in the same way that you can consider the Mac and Mac OS X as a premium version of a Windows PC. Of course, some would argue that these things are not even playing the same game, but allow me to stretch the metaphor for the sake of the discussion.

The real question is this: Where does it leave Microsoft? As an organisation, Microsoft lacks Google's capability in search or scale in advertising; Vista appears to be losing the operating system battle (at least in mind share, if not in volume) to OS X; and they do not appear to have anything nearly as compelling as Mobile Me as an online application. They will almost certainly attempt to turn the ship to deliver a suite of competitive services over the next 12 months or so, but where will Apple be in that time?

One final point that I think ties into this thread is the constant call for Apple to license OS X to third parties. Leaving aside all of the Hackintosh projects that are popping up, I do not think there is a snowball's chance that Apple will ever license their OS to anyone (again). And in any case, why would they bother? A compelling Mobile Me service that generates US$99/year per subscriber will generate a tidy revenue stream that will not in any way jeopardise Apple's healthy margins on the sales of Mac hardware. At the same time, Windows-based Mobile Me and iPhone users might be seduced to switch in the same way as the droves of iPod users who liked the seamless integration between the iPod and iTunes have done so up to now.

I expect that Apple has done its numbers properly to the point that any revenue lost through foregoing sharing argeements with carriers is more than compensated by a US$99/year subscription to Mobile Me. That is, of course, assuming that they can get enough subscribers. So I also expect that they will be trying to convert a big percentage of all new iPhone owners into Mobile Me subscribers as well.

The extent to which this is possible, I think, comes down to the success of Mobile Me. We have all been looking around for the next real killer application in the mobile space for some time [If you are wondering, the first two were obviously voice calls and SMS texting. UPDATE: Of course! Photos is number 3. Thanks Jen.]

Interestingly, the next killer mobile application may not be a mobile application at all, but rather, an application that makes it completely irrelevant and transparent that I am mobile. Regardless of whether I sit down at my desktop at home, my laptop in the airport lounge, or my phone on the go, I get the same, live, consistent view of all of my electronic stuff.

Apple really looks like they have cracked it with this one.

M@


[1] I was waiting for today's announcements from Apple before I replaced my entire technology kit. It's been over three years since I last splurged on decent technology infrastructure. So, come 9am this morning, I'm off to buy a new laptop and a new desktop. And I've already put my order in with Optus for a couple of 3G iPhones.