Sometimes a headline just makes you wonder. What part of it is "real" news? What part of it is true? What part of it might be easily misconstrued?

Consider the beauty (from English technology journal v3.co.uk) that flew across my tweetdeck late last week:

“Cloud computing central to EMC's future as it turns its back on social and mobile”

Now the first part of the headline isn’t a problem, except that it isn’t exactly news. EMC has been talking about the Cloud since 2007 when it bought online storage provider Mozy. In 2009 “the Cloud” was one of the principal topics at EMC World. And by 2010 the theme of EMC’s worldwide user conference was “Journey to the Cloud.” Last year it became “Where Cloud Meets Big Data.”

It’s fairly obvious that the Cloud is central to EMC’s future.

Mixed Messages?

The second part of the headline caused my jaw to drop. “EMC turns its back on social and mobile.” This was a little hard to swallow.

After all, hadn’t EMC’s Information Intelligence Group (IIG) introduced a widely-publicized, much-celebrated EMC Documentum Mobile App to the iTunes store in the third quarter of last year? They had even gone to the expense of producing a highly polished video featuring workers on sandy beaches and ski slopes using iPads to access, share and collaborate on documents within the confines of secure Documentum environments.

Not only that, but it’s been near impossible to have a discussion with an IIG exec without hearing terms like “delighting the new user” and “choice computing,” both of which reference today's knowledge worker who determines when, where and how he’ll access and interact with information using the device of his choice.

Could it be that EMC really was turning its back on all that? We decided to check in with Jeetu Patel, Chief Strategy Officer of EMC IIG to get the skinny.

From the Source

“The headline is wrong,” says Patel, “Mobile and Social are key elements of our strategy. If you think about it, mobile and social make the possibilities of the Cloud and Big Data more real.”

It’s hard to disagree; after all, more and more of us are storing information on the Cloud and accessing it via the device of our choosing, whether it belongs to our employers, to us personally or even to our kids. And these devices are becoming increasingly mobile.

And when it comes to Big Data, a term which is still fairly new to many of us, we talk not only about firehose data sources such as http streams, sensor grid and machine generated information, but also about content and information captured from documents, conversations, workflows, images, videos, business processes and transactions and so on, which EMC customers often store in their Documentum repositories.

“Mobile and Social create data,” says Patel.

EMC’s mission is to help its customers to leverage all of that information so they can then take intelligent action on it. And IIG’s xCP platform is one way to do it.

Patel adds that IIG will continue to invest in Social in two ways: First, its products will help Marketing departments leverage information to create awareness, and second, they’ll be used by EMC clients to engage with co-workers, customers and suppliers.

“Any company who is doing Big Data credibly will have to make sure that mobile and social are factored in,” says Patel.