Storage providers must get serious about on-line storage services in general and data protection services specifically. Suppliers must aggressively adopt software-as-a-service (SaaS) models and drive price/usage transparency, simplicity, and an always-on reliability. Marketing messages will become a key differentiator and source of customer value as free trials, bronze/silver/gold service granularity, and 'it's your data' messages will permeate the industry over the next 6-24 months.