Jake is a music producer - he's laying down tracks all day long. Melissa is his publicist - she helps him reach the right audiences. They both love Sync because they want to be in control of their data.
Jake is a little more techie and feels comfortable using an FTP server and setting up hardware. Melissa is more focused on people - she doesn’t have much experience with technical solutions, but she knows who to reach out to for help when she has a particular question.
Jake is more of an android/windows guy, and has a workstation at his studio in addition to a laptop that he carries with him. For him, many devices is about functionality - a desktop workstation for heavy computation, a laptop for lighter tasks, and mobile devices for consumption.
Melissa is a Mac user, and thinks of her devices in terms of convenience - she likes the ease of typing on her MacBook, the smoothness of watching movies on her iPad, and the instant gratification of using her iPhone.
They both feel like all of their data should be accessible from any of these devices.
Melissa shares with a larger range of people, from privileged files like contracts with her coworkers and clients, to sending press releases and samples to the public, to sending large media files to publishers and other intermediaries.
As we think about what it means for Sync to provide a meaningful alternative to the cloud, we should keep in mind some key factors that affect how Jake and Melissa choose software. The first of these is that downloading software is fast and cheap, so they don't spend a lot of time evaluating it before trying it out.
Sync (the one in the bottom left corner) in 2014 looks the same as our competitors. We"re using a similar blue, and with a similar visual approach.
This is Sync in 2015: Bold, Sophisticated, and Empowering.