Category Archives: Web

Amazon web service APIs: a kind of cloud standard?

I am at the Cloud Computing World Forum in London where one of the highlights was a keynote yesterday from Amazon CTO Werner Vogels. Amazon, oddly enough, does not have a stand here; yet the company dominates the IAAS (Infrastructure as a service) market and has moved beyond that into more PAAS (Platform as a service) type services.

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Vogels said that the reason for Amazon’s innovation in web services was its low margin business model. This was why, he said, none of the established enterprise software companies had been able to innovate in the same way.

He added that Amazon did not try to lock its customers in:

If this doesn’t work for you, you should be able to work away. You should be in charge, not the enterprise software company.

Sounds good; but Amazon has its own web services API and if you build on it there is an element of lock-in. Or is there? I was intrigued by a remark made by Huawei’s Head of Enterprise R&D John Roese at a recent cloud computing seminar:

We think there is an imperative in the industry to settle on standardised interfaces. There should be no more of this rubbish where people think they can differentiate based on proprietary interfaces in the cloud. A lot of suppliers are not very interested in this because they lose the stickiness of the solution, but we will not see massive cloud adoption without that portability. 

But what are these standardised interfaces? Roese said that Huawei uses Amazon APIs. For example, the Huawei Cloud Storage Engine:

The CSE boasts a high degree of openness. It supports S3-like interfaces and exposes the internal storage service enabler to 3rd party applications.

There is also Eucalyptus, open source software for private clouds that uses Amazon APIs. Is the Amazon web services API becoming a de-facto standard, and what does Amazon itself think about third parties adopting its API?

I asked Vogels, whose response was not encouraging for the likes of Huawei treating it as a standard. The question I put: is the adoption of Amazon’s API by third parties influencing his company in its maintenance and evolution of those APIs?

It is not influencing us. It is influencing them. Who is adopting our APIs? We licensed Eucalyptus. People ask us about standardisation. I’d rather focus on innovation. If others adopt our APIs, I don’t know, we rather focus on innovation.

The lack of interest in standardisation does undermine Vogels’ comments about the freedom of its customers to walk away, though lock-in is not so bad if your use of public cloud is primarily at the IAAS level (though you may be locked into the applications that run on it).

Another mitigating factor is that third parties can wrap cloud management APIs to make one cloud look like another, even if the underlying API is different. Flexiant, which offers cloud orchestration software, told me that it can do this successfully with, for example, Amazon’s API and that of Microsoft Azure. Perhaps, then, standardisation of cloud APIs matters less than it first appears.

Visual Studio LightSwitch to get HTML5 support

Microsoft’s Visual Studio LightSwitch is a rapid application development tool designed to create database-oriented, browser hosted applications with little code.

LightSwitch is intriguing because it does model-driven development. You design the model, LightSwitch generates the application. Microsoft’s idea was that non-specialist developer would like the tool, though there is little evidence of that. However, it does enable professional developers to put together functional applications quickly.

Unfortunately LightSwitch was conceived when Silverlight was all the rage at Microsoft. It generates Silverlight apps, which means they can run either on the desktop or in the browser, but also cuts out every device out there that does not run Silverlight. Including of course hot new mobile devices from Apple iOS to Android and even, on the Metro side, Windows 8.

But this is model-driven development, right? Just add code generation for HTML 5 and the same tool will generate standard browser-based apps.

Microsoft has announced just that at TechEd, under way this week in Florida. Visual Studio VP Jason Zander demonstrated LightSwitch for HTML5:

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which means you can run the apps on iOS:

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This feature is not in the current RC of Visual Studio 2012 but will be added later.

HTML 5 support puts LightSwitch back on the map as a RAD (Rapid Application Development) tool. But is there any appetite for model-driven development, which has all-but failed in so many other implementations?

That is as yet unproven, but at least the fate of LightSwitch no longer depends on that of Silverlight.

The new Windows Azure: a better cloud platform from Microsoft

Microsoft’s Scott Guthrie has posted more details of changes in Windows Azure. I was also able to sign up for the preview of Virtual Machines and Web Sites (my web site application is pending).

In the past the Azure portal for managing your cloud services has been functional but ugly and irritating. This has been replaced by a new portal (in preview) which is a great improvement.

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Even better, the portal has a REST API which developers can program directly, giving Amazon-like programmatic control of your Azure infrastructure, though I have not looked at the actual API yet. The SDK is open source and hosted on GitHub under an Apace 2 license.

Guthrie talks about scaling in Azure web sites. You can control the number of VM instances used by your web site and “Windows Azure automatically handles load balancing traffic across VM instances”. The one thing I do not see is how you would have instances brought online and taken offline in response to demand. However, given the REST API you would imagine that writing code to do this would not be too challenging. The portal includes a dashboard for monitoring performance so the API can access this information.

You can have up to 10 web sites on a free shared hosting environment, and pay only when you upgrade to a dedicated VM.

Free is free; but once you do scale up it does not look cheap to me. Here are a couple of samples from the calculator:

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or for a busier site:

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These kinds of figures would put me off moving this site to Azure, for example. That said, I would be interested to see a detailed cost comparison between Azure, Amazon, and other cloud hosting providers like Rackspace.

There are more features mentioned in Guthrie’s post and it does look like an improvement both in features and usability.

Adobe Flash in Windows 8 Metro, but not technically a plug-in

Today’s Windows 8 rumour is that Adobe Flash will be baked into Internet Explorer 10 in Windows 8, not only in the desktop edition but also in Metro.

Until this is confirmed by Microsoft, it is only a rumour. However, it seems likely to me. The way this rumour mill works is:

  • Some journalists and book authors working closely with Microsoft already have information on Windows 8 that is under non-disclosure.
  • Some enthusiast sites obtain leaked builds of Windows 8 and poke around in them. Unlike new Mac OS X releases, Windows builds are near-impossible to keep secure because Microsoft needs to share them with hardware partners, and mysteriously copies turn up on on the Internet.
  • When an interesting fact is leaked, this allows those journalists and book authors who already have the information to write about it, since most non-disclosure agreements allow reporting on what is already known from other sources.

That is my understanding, anyway. So when you read on WinUnleaked.tk that Flash is in IE10 you may be sceptical; but when Paul Thurrott and Rafael Rivera report the same story in more detail, you can probably believe it.

Back to the main story: presuming this is accurate, Microsoft has received Flash source code from Adobe and integrated it into IE10, in a similar manner to what Google has done with Flash in Chrome. This means that Flash in IE10 is not quite a plug-in. However, on the Metro side the inclusion of Flash is apparently a compatibility feature:

So, Microsoft has extended the Internet Explorer Compatibility View list to include rules for popular Flash-based web sites that are known to meet certain criteria. That is, Flash is supported for only those popular but legacy web sites that need it. This feature is not broadly available for all sites.

say Thurrott and Rivera, though I presume this only applies to the Metro IE10 rather than the desktop version.

Does this make sense? Not altogether. Oddly, while I have heard plenty of criticism of Windows 8 Consumer Preview, I have not heard many objections to the lack of Flash in Metro IE. Since Apple does not support Flash on iOS, many sites already provide Flash-free content for tablet users. Further, on the x86 version of Windows 8 there is an easy route to Flash compatibility: just open the site in the desktop browser.

That said, there is still plenty of Flash content out there and being able to view it in Windows 8 is welcome, especially if you can make your own edits to the compatibility list to get Flash content on less well-known sites. My guess is that Microsoft wants to support Flash for the same reason Android devices embraced it: a tick-box feature versus Apple iOS.

One further thought: this is a sad moment for Silverlight, if Microsoft is supporting Flash but not Silverlight on the Metro side of Windows 8.

Microsoft’s Visual Studio LightSwitch: does it have a future?

A recent and thorough piece on Visual Studio LightSwitch prompted a Twitter discussion on what kind of future the product has. Background:

  • LightSwitch is an application generator which builds data-driven applications.
  • A LightSwitch application uses ASP.NET on the server and Silverlight on the client.
  • LightSwitch applications can be deployed to Windows Azure
  • LightSwitch apps can either be browser-hosted or use Silverlight out of browser for the desktop
  • LightSwitch is model-driven so in principle it could generate other kinds of client, such as HTML5 or Windows 8 Metro.
  • LightSwitch first appeared last year, and has been updated for Visual Studio 11, now in beta.

I have looked at LightSwitch in some detail, including a hands-on where I built an application. I have mixed feelings about the product. It was wrongly marketed, as the kind of thing a non-professional could easily pick up to generate an application for their business. In my opinion it is too complex for most such people. The real market is professional developers looking for greater productivity. As a way of building a multi-tier application which does its best to enforce good design principles, LightSwitch is truly impressive; though I also found annoyances like skimpy documentation, and that some things which should have been easy turned out to be difficult. The visual database designer is excellent.

The question now: what kind of future does LightSwitch have? Conceptually, it is a great product and could evolve into something useful, but I question whether Microsoft will stick with it long enough. Here is what counts against it:

  • The decision to generate Silverlight applications now looks wrong. Microsoft is not going to do much more with Silverlight, and is more focused on HTML5 and JavaScript, or Windows Runtime for Metro-style apps in Windows 8 and some future Windows Phone. There is some family resemblance between Windows Runtime and Silverlight, but not necessarily enough to make porting easy.
  • There is no mobile support, not even for Windows Phone 7 which runs Silverlight.
  • I imagine sales have been dismal. The launch product was badly marketed and perplexing to many.

What about the case in favour? Silverlight enthusiast Michael Washington observes that the new Visual Studio 11 version of LightSwitch generates OData feeds on the server, rather than WCF RIA Services. OData is a REST-based service that is suitable for consumption by many different kinds of client. To prove his point, Washington has created demo mobile apps using HTML5 and JQuery – no Silverlight in sight.

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Pic from here.

Washington also managed to extract this comment from Microsoft’s Steve Hoag on the future of LightSwitch, in an MSDN forum discussion:

LightSwitch is far from dead. Without revealing anything specific I can confirm that the following statements are true:

– There is a commitment for a long term life of this product, with other versions planned

– There is a commitment to explore creation of apps other than Silverlight, although nothing will be announced at this time

Hoag is the documentation lead for LightSwitch.

That said, Microsoft has been known to make such commitments before but later abandon them. Microsoft told me it was committed to cross-platform Silverlight, for example. And it was, for a bit, at least on Windows and Mac; but it is not now. Microsoft was committed to IronRuby and IronPython, once.

For those with even longer memories, I recall a discussion on CompuServe about Visual Basic for DOS. This was the last version of Microsoft Basic for DOS, a fine language in its way, and with a rather good character-based interface builder. Unfortunately it was buggy, and users were desperate for a bug-fix release. Into this discussion appeared a guy from Microsoft, who announced that he was responsible for the forthcoming update to Visual Basic for DOS and asked for the top requests.

Good news – except that there never was an update.

The truth is that with LightSwitch still in beta for Visual Studio 11, it is unlikely that any decision has been made about its future. My guess, and it is only that, is that the Visual Studio 11 version will be little used and that there will be no major update. If I am wrong and it is a big hit, then there will be an update. If I am right about its lack of uptake, but its backing within Microsoft is strong enough, then maybe in Visual Studio 12 or even sooner we will get a version that does it right, with output options for cross-platform HTML5 clients and for Windows Phone and Windows Metro. But do not hold your breath.

Sold out QCon kicks off in London: big data, mobile, cloud, HTML 5

QCon London has just started in London, and I’m interested to see that it is both bigger than last year and also sold out. I should not be surprised, because it is usually the best conference I attend all year, being vendor-neutral (though with an Agile bias), wide-ranging and always thought-provoking.

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A few more observations. One reason I attend is to watch industry trends, which are meaningful here because the agenda is driven by what currently concerns developers and software architects. Interesting then to see an entire track on cross-platform mobile, though one that is largely focused on HTML 5. In fact, mobile and cloud between them dominate here, with other tracks covering cloud architecture, big data, highly available systems, platform as a service, HTML 5 and JavaScript and more.

I also noticed that Abobe’s Christophe Coenraets is here this year as he was in 2011 – only this year he is talking not about Flex or AIR, but HTML, JavaScript and PhoneGap.

Financial Times thrives on HTML 5, paywall, and snubbing Apple iTunes

I spoke to Rob Grimshaw, Managing Director of FT.Com, shortly after Mobile World Congress in Barcelona, where the FT web app won an award for “Best Mobile Innovation for Publishing”.

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I was interested in speaking to Grimshaw for two reasons.

First, the FT is a publication which has successfully managed the transition from print to online. The latest published results , for the first half of 2011, report that FT Group sales were up 7% and profits up 10%, “enhanced by digital subscriptions.”

Second, the FT took the initiative to bypass Apple’s app store with its onerous subscription terms by remaking its app as HTML5, as reported here .
The award “was the icing on the cake for the whole process,” Grimshaw told me. “When we abandoned the native app and stepped out of iTunes, it was a big commercial gamble, and it was a rueful moment as well because we’d created a beautiful native app and won an Apple design award.”

Was the FT move all about subscription fees, or were there other factors? “It was not all about Apple,” said Grimshaw. “Certainly their 30% tax on subscriptions didn’t make sense to us, because we already have our own platform so why pay somebody else to use their platform? Second, they would have owned the relationship with the customer. That’s important for various reasons, but for example it makes it difficult to manage churn, which is a crucial aspect of a subscription business.

“There were some other reasons. The mobile market would have been problematic if we had to keep developing all our applications for many different  operating systems. The overhead is enormous. It doesn’t stop once you’ve launched the app, you have to keep ugrading and changing.

“HTML 5 offers a way out of that headache by producing code that runs across multiple platforms.

“When you add all of that together, it seems to be smart to go the HTML 5 route even though it was technologically risky because at the time nobody else had done it.”

So what has been the impact of the web app versus the native app?

“A lot of people said, if we leave iTunes we’ll disappear from the world. We haven’t found that to be the case. In the four month period after we launched the web app, from June through to October 2011, our traffic on the iPad and the iPhone increased by over 50%. 1.7 million people have now visited the web application, more than ever downloaded our old iPhone and iPad app combined.

“We have many tools and techniques which help us to promote and build audience in the browser, and they work just as effectively for the web app as they do for our normal web sites.”

Is the success of the web app a reflection of the type of app, which is content-dominated, or will web apps dominate more generally in the mobile space?

“I think that HTML 5 will dominate. The buzz around HTML 5 at Mobile World Congress reinforced that view. It feels to me that there is an unstoppable momentum behind it,” said Grimshaw, mentioning PhoneGap-style native wrappers as well as pure web apps. “The counter argument is that for some of the new features of phones and tablets you have to use native code. However, I think 90% of applications don’t need that kind of support. We produce a very sophisticated app, and HTML 5 covers all the functions that we would ever need to use.”

“Once people discover what they can do within the browser they will start thinking why would you develop in native when it creates all of these headaches.”

As form factors become more varied, do you see a convergence between what you do for mobile and what you do for the wider internet?

“I can see them coming together. I can imagine a day where a single set of HTML 5 code can power our site across the full range of smartphones, tablets and desktop. The only obstacle is that so many browsers on the desktop don’t support HTML 5 fully.

“That doesn’t make all the contexting go away. Now with our mobile development we are dividing screen sizes into four buckets, and the thinking is that we will have to design for those four screen sizes. Device manufacturers are going to carry on producing a device to occupy every possible niche, and as publishers we have to cope with that.”

How important is cloud and mobile to your business, what new opportunities does it offer?

“Mobile is incredibly strategically important. I’m personally convinced that mobile will be the main distribution channel for news in the future. People’s lives don’t stop when they leave their desks or exit their houses. They want to carry on their friendships, their business, their reading. If you have a powerful mobile device that can deliver that, you’re going to gravitate to that device, and pretty soon it does become the main channel.

“We already see the audience migrating onto mobile. About 20% of our page views now come from mobile devices. That could be over half within three years. Figuring out how to present our content, sell our subscriptions, deliver our advertising on mobile devices is hugely important.

“It’s a shift on a tectonic scale. For publishers this is a bigger shift than the shift from print to desktop, and it’s happening faster.

“It does create new opportunities as well. We have a new sales channel, we’re now selling our subscriptions through mobile devices. 15 to 20% of our new digital subscriptions every week are sold directly through mobile devices.

“It gives us the potential to reach new audiences. We’ve seen some good evidence from the mobile operators to show that our audience from mobile is much younger that our audience on desktop or on print. Devices are helping us to reach younger audiences and recruit readers who might be with us for the rest of their lives.”

What about social media and the relationship with the big web portals, Google, Facebook, Twitter?

“I see social media as a parallel trend to mobile. Mobile is the desire of people to take content with them physically. Social media is about the desire of people to take content with them virtually, and equally powerful.

“On the advertising side I find social media a little alarming because of scale. Facebook has a trillion page views a month, which makes them 400 times bigger than the BBC and 1500 times bigger than the New York Times. It’s scale which is unimaginable for most publishers, and they have tremendous insight into their audience. That’s a potent cocktail. And every time someone shares an FT article on Facebook, an extra bit of data builds up on their side that tells them about our readers.

“On the subscription side though it is all positive and they can be powerful sales channels for us. We have big communities in social media, 300,000 odd on Facebook, 1.2 million Twitter followers, and these are to some extend self-selecting marketing audiences, people who stuck up their hand and said we’re interested in the FT.

“We also believe we can find ways to allow people to consume content in the social media environment if they are subscribers. We’re working on finding ways to do that.”

What do you think of paywalls versus free content for newspapers on the web? Does the paywall only work because the FT is a niche publication, albeit a large niche?

“We are very much on the paywall side and unashamedly so, we think our content has tremendous value and people do not object to paying for it. We now have 270,000 digital subscribers and that compares to our newspaper circulation which is around 330,000, so we’ve been successful in building up a paying audience in digital which is now pretty close in scale to our paying audience. It’s been an enormously success business venture for us.

“When you look at the publishers that are giving all their content away, the reason they are giving it all away is in order to build up a bigger audience for advertising. But the scale of the competition in the advertising market is so huge that actually it is a fruitless exercise, unless you can acquire a scale which will give you billions of page views a month. It’s very hard to see how you can build a decent business just from online advertising. The numbers don’t stack up.

“My message to other publishers is not necessarily that you have got to have a paywall, but is that you probably need other ways to make money, other than online advertising.”

Telcos have a dying business model – APIs and cloud services are the future says Alcatel-Lucent’s Laura Merling

Laura Merling from Alcatel-Lucent spoke at the Monki Gras conference in London earlier this week, saying in effect that telecommunication companies have a dying business model.

She gave a two-minute summary of Telco history.  “First it was all about voice,” she said. “Then the intertubes happened. Now you had data … then it went back to voice, the big push for wireless. Then of course wireless moved, so it’s not about voice any more, it’s about the data.”

She expects the next step to be “connected devices … the phone goes away, everything you do both data and voice happens on other devices.”

What does this mean for telcos? They have become commoditised, she said, suppliers of data plans. “It is a big commoditised business that has no real innovation.”

“In the future, the data plans dies,”, Merling says. “Think about it. How many devices have you got? Think about connecting all of those. You probably want the same data plan. But why pay for a data plan? How will telcos make money? You can’t just keep increasing the data plan.”

Instead, the money is going to come from the APIs and accessing the services.

Enter Twilio, a virtual telco. “I think of twilio as a craft telco”, said Merling, tying in with the beer theme that flowed through Monki Gras. “Do they sell hardware? No. They have software and APIs.” She says the Twilio business model scares the industry: it is based on transactions, not data plans. She also noted how old established vendors are buying up software-based providers, such as BT acquiring Ribbit and Microsoft acquiring Skype.

Tomorrow’s telco, says Merling, is a based on a software stack. “Antennas and towers are not going to go away, but the infrastructure becomes all software based … combining network services with cloud infrastructure.

“At Alcatel-Lucent we sell hardware. We sell big giant boxes. But this is where it is going.” She says the telcos are now aware of this, hence the title of her session “How telcos got API religion.”

Her final prediction? “Jeff Lawson becomes the CEO of AT&T. Why? Because the model has to change.”

It was a thought-provoking talk, though the unspoken question was whether in fact the telcos will successfully transition or whether they will simply become less important, continuing to maintain the pipes while others profit from what flows through them.

I interviewed Twilio CEO Jeff Lawson in October last year.

Adobe: why the big business shift when financial results look so good?

Adobe released its quarterly and full year results last week; I am catching up with this now after a week in China.

The company is doing well. Revenue is up by 11% year on year and it generated $1.5 billion in cash. It is buying back shares, usually a sign that a company has more money than it knows what to do with.

Here is the comparison with the equivalent quarter last year:

  Q4 2010 Q4 2011
Creative and interactive 404.8 437.2
Digital Media 165.9 186.4
Digital Enterprise 273.3 342.4
Omniture 109.0 131.1
Print and publishing 55 55.1

In other words, all business segments grew – impressive in uncertain economic times. See this earlier post for a rough breakdown of the segments.

A couple of observations. First, Adobe is benefiting from the big trend in IT towards web, cloud and device. Many companies regard apps (as in mobile apps) as vehicles for marketing, and Adobe’s tools are a natural fit, with or without Flash. We are in a more design-centric IT world than was the case a few years back, driven by Apple, SEO (Search Engine Optimisation), and just because we can: technology now performs basic computing functions with ease so design becomes the key differentiator.

Adobe is nevertheless remarkable in the way it has managed the transition from print to digital. Few companies manage that kind of fundamental shift in their market successfully.

The other point that interests me is why Adobe announced a major change in its business model in November. Digital media and marketing will be the focus, while it winds down its enterprise development platform, as well as moving away from Flash and focusing on HTML5 for delivery.

Unless the announced figures disguise future problems that are only visible on the inside, this move was driven by bad results. Digital Enterprise, which includes the middleware business, increased revenue by 25% over the same quarter last year.

In 2012 the Digital Enterprise segment is being renamed Digital Marketing Solutions, expressing the company’s intent.

Adobe’s change of direction caught me by surprise, as it was not really flagged at the MAX conference the previous month, though there was evidence of struggle with regard to Flash versus HTML5.

I would describe Adobe’s moves as bold. Taking action ahead of when it becomes inevitable is a good thing, but there are significant risks. Adobe’s platform is all about synergies, and chopping off bits that still have a significant following may have unexpected consequences.

Another curious facet of Adobe’s move is that its normally excellent PR department has done little, as far as I am aware, to brief the press. Major news concerning what will be donated to Apache, or the discontinuation of Flash Catalyst, has emerged from sporadic reports instead. Normally that is a sign of a company under stress, rather than one which is about to deliver excellent results.

I guess this time next year we will have a clearer picture.

Google and the UK Citizens Advice Bureau – an uncomfortable alliance

I picked up a Guardian newspaper today and could not miss the full-page Google+ advertisement. Or was it? The advertisement stated that it was from the Citizens Advice Bureau in partnership with Google. The Citizen’s Advice Bureau (CAB) is a well-respected (and genuinely useful) service which runs a network of offices in the UK where you can go for free advice for things like legal or financial problems. It is a charity funded partly by government grants.

What is it doing partnering with Google? Well, I presume it is because the theme is “how to be safer on the Internet” which is something that I am sure the CAB cares about. However looking at the advertisement it would be easy to conclude that the CAB is somehow promoting Google+, the social networking site that Google hopes will rival Facebook. Intriguing.

The advertisement says:

To find out more about how to manage your information online, pick up a booklet from your local Citizens Advice Bureau or go to google.co.uk/goodtoknow

I wanted to see this booklet, so I looked into the Holborn CAB in London.

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I have to say that the aforementioned booklet was not exactly strewn about. In fact, the woman on the desk wasn’t sure if they had any. She went and looked though, and came back with the web address. Perhaps I could go there? I said I was keen to see the booklet the CAB was handing out – did it exist? Eventually I was told that they did not have any, but that the head office in Pentonville Road might. So I went there.

The man at the desk was not sure, but went away for a moment, and came back with one in his hands.

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Page one says this:

We have partnered with Citizens Advice to provide tips and advice. You can get free, confidential and impartial help about everything from finances to staying safe online from your local bureau in person, on the phone or online. For in depth information on all of the topics in this booklet and more, visit the Good to Know website.

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I think this is a PR triumph for Google, but I reckon the CAB has been sold a pup. It is not that I have anything against Google; but I would go to Google for impartial advice about staying safe online in the same way that I would go to a ferry company for impartial advice on cheap flights.

There is little sign of impartiality in the booklet. Personally I would say that a booklet on “how to manage the information you share online” that does not mention Facebook is in chocolate teapot territory. This booklet achieves this though; in fact the only web site mentioned is … Google.

“Keep your Google Account extra safe,” it says. But how about not having a Google account? No account, no personal details to lose.

This is stealth advertising – except that I am not sure about the stealth.

A substantial portion of the booklet is devoted to explaining why Google having my data is really good for me. “How knowing you better makes your internet better,” it says.

There is no mention of the benefits of using an ad-blocker to avoid sending data to advertisers. Nor does it include advice on simply not putting data online at all, if it might embarrass you or compromise your safety.

The reason is that Google cannot possibly be impartial about managing online information. Google wants your data, as much of it as possible, in order to target advertising. It is as simple as that.

Which is why Google is an uncomfortable partner for the CAB. I think the CAB could do with some impartial advice.