 My name is Sarah Pondett, I work as a business developer at Media Evolution. I'm here to present the next speakers at this session called Moving to the Cloud. I'd just like to make a note that we have a little change in the speakers today. Sveining from Hyperalink couldn't make it, but we have the very fantastic Anton Johansson from Twinkly. So, with no further ado, let's give the raise for Anton. Hello, everyone. Nice to be here. So, I'm Anton Johansson, I'm the chief marketing officer at Twinkly, but I'm also a product owner, which means that I'm responsible for product development for some of our products. I'm here to talk about the cloud, but actually the cloud sounds so unsexy in my words. It feels like I'm going to talk about SharePoint or Microsoft SharePoint or something. I don't want to talk about. So, I changed this a little bit, so I want to talk about frictionless. Does this work? No? Okay, sorry. I need to go to the first one. So, I'm going to talk about the cloud, but I'm going to talk about it as an enabler for a frictionless world. So, and when you think about it, the friction is something we don't want in this world, and everything is striving towards a frictionless world. So, when we're building new products, when we're trying new apps, when we talk about innovation, it's all about removing friction in our daily lives. So, everything is becoming easier, everything is becoming easier to use, easier to build, and actually it's kind of our laziness that's coming in this matter. So, I'm going to talk about two areas, and it's product development and it's a user experience. And when you see here on the screens here in this room, the user experience part is kind of interesting because it's more about removing so much of the actual interaction so you can all put the energy on the actual decision. So, the picture here is of one click to buy on Amazon.com, so you can buy eBooks with one click. The only thing you like thinking about is whether you will buy this or not, not about fill out different forms, et cetera. And when it comes to product development, it's more about, what I'm going to talk about now, it's more about an infrastructure. So, instead of thinking about how to build things, we're thinking about what to build. And this is possible because the agile movement as well. So, it's the cloud and the tools you use from the cloud to build things, but it's also about the agile movement which means that you can work a lot more faster and a lot more easier. So, these two together makes a great infrastructure to build products in the product development space and this means that you can build an app or a new company that startups today are built in like two months instead of like two years. You need very little money and very small teams to build really great products. And this is possible due to a few services or tools or platforms and one of these is Heroku, which is a platform to build and maintain and host your apps on. And this is not like rocket science, but they're not only hosting your apps, they're also helping you with backend, with load testing, with a lot of the other things that you don't want to work with. When we started Twinkly five years ago, we needed to build our own service. We set up a lot of service and work a lot really hard. Today you can just start an account on the Heroku and you can get going in like a day instead of like three months. So, that's just in five years. Then we have Google App, which is basically the same, but that have other features as well. And the thing about this type of services is that you don't only host them, you host your app there, you also like build your app there. So, you get a lot of the backend is already there. So, you don't need to like build your own search and in for your service. You have like the infrastructure to build it. So, with a few clicks or a few lines of code, you can actually have like the search in it directly. And you can't talk about the cloud without mention Amazon, of course. Amazon Web Services is like many of the web apps we're using today like Instagram, Foursquare or Twinkly as well are using Amazon to host. And Amazon isn't just another like web hosting provider. They're doing a lot more so you can get a lot of help from Amazon when you build your apps and it's getting a lot more faster. So, basically instead of focusing your time on like building setting up a lot of servers and backend, et cetera, you can build stuff really, really fast. So, and that's also why like hackathons, like 24-hour business camp or music hack is coming because you can actually start a company in 24 hours today. Instead of a few months, it's like a few hours to build an app. But I'm also going to talk about user experience as I talked about it. And when it comes to user experience, the cloud is more like the connectivity for the apps. So, with 3D and 4G, you should all try 4G when you're here in Sweden because 4G is really good here. This makes also great infrastructure to like use the apps. So, instead of just use the apps and like you did it before, you can get a connectivity and they can talk to each other, you know, APIs, et cetera. And when you think about it, it's kind of boring to have a folder with photos that you can't access from different devices. Of course it should be shared and synced with different advice. Another example is think about having an app for maps on your phone which can't show you where you are. It's kind of boring, right? So, but that's what the cloud makes to these apps. It makes it possible to see where you are. It makes it possible to see where to go. And this is because it's in the cloud. Without the cloud, this wouldn't be possible with Google Maps, for example. Then you have like spreadsheets that's really boring to work with but sometimes you need to do it. And then, that will become really easy to share in real time so you can edit them together, et cetera. And that's what Google Docs does. And this is all possible due to the cloud. And when you think about it, this is all becoming like more of a frictionless experience. You can use these apps and it doesn't need to think about how to send this actual sheet to your account or anything. You can just share it with a button and then use it. But the most epic frictionless experience is Spotify, in my opinion. I mean, that's the really, really epic thing with Spotify is that it's so frictionless. You don't need to understand how to use it, just use it. And that's when it comes to really interesting. You can really dig into music instead of thinking about if you should download it in MP3 or Visteria M3 or anything. So, and I mean, for a few years ago, I had a big MP3 collection at home and I had an iPod or a Gensel Sweden MP3 player, but it was, and I was really happy. But I mean, when Spotify came, I understood that this is what I wanted to do because I'm really lazy and I want to use the most frictionless experience that I can have with these type of services. And this is also big in games. I mean, have you tried Word Feud? This is Word Feud. It's a really popular game app for iPhone and Android. And the connectivity in games have become really big. I mean, World of Warcraft was just the beginning. Now we have Xbox Live, which means that video games is becoming, you play with your own friends, but on different devices. And this is, it's the biggest trend in games right now that you actually can get the connectivity because of the cloud and that's the experience you want to have. And it wasn't so frictionless when you had to call all your friends to come home and play video games every Friday night just to play. But now it is frictionless. You can just click, do you want to join me and then you can play. And you, of course, Facebook is doing this as well. And Facebook Connect is the best example I think because when you log in to Spotify, for example, it's not just a nice button to log in with. It's also a nice button to... So when you click on log in with Facebook, you also get all your friends there. So you don't need to like find your friends and find which friends to enter a playlist. You have them there already. So they're not only becoming a platform for login, they're becoming a platform for seeing which friends are there and how you can interact with them. And this is becoming like the most epic frictionless experience to invite your friends. So it's one button and then you have a frictionless experience. Whoa. Okay. Was it that boring? So when you think about, when you think about how I think a great way to like try this for your own app or for your own services is like if you turn on the airplane mode on your iPhone or Android phone or smartphone, is your app working as you want? Or is the apps you're actually using working as you want? I mean, when I turn on airplane mode on my phones, I don't, I can't use any apps because everyone is connected in some ways to the internet. And that means that the cloud is really, really important today. It's so big part of the user experience that you really need to understand it and hopefully build some stuff on it. And that's also what I want to talk about today, like make the world frictionless. I mean, we're really, really lazy and we can build things really, really fast because of the cloud and we can really build really, really cool stuff that has a great user experience because they are frictionless. So try to make the world a little bit more frictionless in the cloud. Don't compete with the cloud, compete in the cloud. And thank you.