om. Making Telecoms Work capabilities of third-party online service providers such as Kodak and Snapfish who have no prior affiliation either to the cellular radio industry or to the traditional service provider community. Image quality, functionality and interoperability (the absolute requirement to be able to interchange images between devices between networks) are obvious prerequisites for MMS- based image-capture and image-sharing platforms. This is both a challenge and opportunity but implies an increasing need to integrate camera-phone design policy with network design and specification, particularly the sizing and specification of image storage bandwidth and performance metrics. Engineers with knowledge of digital camera design have to understand the practical cost and form-factor constraints of cellular-phone design. Cellular-phone designers have to appreciate the optical and functional performance expectations implied by present and future digital camera products. Network hardware and software engineers have to understand that image bandwidth and image quality expectations will determine access network, transport network and storage network performance requirements. Content- and Entertainment-Centric Software iClouds and MyClouds In this chapter we review how content and entertainment software has changed over the past five to seven years and set this in the context of contemporary events (announcements that have occurred literally as this chapter is being written (June 2011)). These include the announcement by Apple of iCloud, 1 a set of free cloud services intended to encourage people to store data and access applications on demand remotely (in the cloud) for access from any device but including the iPhone, iPad, iPod touch, Mac and PC. The assumption is that you might own all of these and if anything changes on any one device it changes on all of them. The iCloud is serviced from three data centres the latest of which² is a 500 000 square foot facility in Maiden North Carolina five times the size of a