You may have already noticed in my previous posts that when talking about The Cloud I normally don’t use the “End User” branding. That’s because I don’t believe there are any in this new reality. In The Cloud world we only have Consumers. They can be individuals (developers, freelancers, lawyers, accountants, designers, architects, publishers, students, marketers, farmers, consultants, authors, filmmakers), institutions (charities, non-profits, universities), companies (manufacturers, retailers, restaurants, gymnasiums, airlines) or even the government, basically it can be everyone everywhere. No one that, realistically, wants to be a Cloud player can deliver “products” or “solutions” having in mind the traditional “End User”. No one knows  who his next client is going to be, who’s going to like that particular product and use it, who doesn’t likes it, but also uses it and  who’s not going to use it at all. Once again there is the need to be open minded, to drive business having anyone in the world as a possible client, to have Consumers in the equation and “End Users” out it.