It's often said that in the cloud, apps really are just a conduit for data. It's all about the data. If you free up your data, exposing it to JSON and XML feeds, then this enables apps to consume that data. It enables a whole ecosystem of developers who will write apps based on it. But this imposes management and security concerns about how that data is exposed. I've written more about this over on
ProgrammableWeb: Free your data and the apps will follow
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