Data is the lifeline of modern society. In both personal and professional lives, we generate huge amounts of data daily, from our daily shopping to collaborating with colleagues - both in the office and remotely. A recent report estimated that by 2025, more than 200 zettabytes of data will be stored in the Cloud, with a separate report estimating that 80% of this will be unstructured. The implications for the Channel are huge, as customers will not only be considering how to best manage their growing volumes of unstructured data, but also keen to explore what long-term business benefits it can open up.