Creating an app isn’t simple. Early in the process of designing the app, decisions have to be made around how app data will be stored, and for most developers the cloud is an obvious choice. At this point, developers need to make an important choice: invest time, energy and resources in creating their own DIY file systems that sits on top of public cloud infrastructure; or take the shortcut and use a cloud storage API, and surrender their users’ data to popular cloud storage services. In this session, Bitcasa CEO, Brian Taptich will outline the impact of this dilemma on the future functionality and user experience of an app, and also discuss why the next generation of apps will require better file systems that offer broad capabilities, performance, security and scalability, and most importantly, developer control of user data and experience.