Microsoft could well be planning some sort of MobileMe service – saying that it seems MobiComp’s mobile data protection and sharing services fitting in with Windows Mobile and Live for “experiences that span work and play across mobile phones, the web and PCs.” Microsoft also mentions ‘the cloud’ in its press release – it looks like with this acquisition it’s aiming to go after the same hosted storage/applications territory that Apple and Google are hoping to conquer. Storing contacts and all your other mobile data off in the cloud makes a lot of sense for any phone user with data they couldn’t handle losing – only now there’s the thorny question of having to work out which internet or mobile giant you fancy entrusting it to.

While the free service isn’t exactly new, O2 has decided to bring it to the attention of consumers with a £4.5 million advertising campaign. This sort of service, I’d imagine, will be gold for anyone who’s found themselves on the wrong side of a pickpocket, a boozy night out or a clumsy phase.

Presumably if a user switches to a rival operator, their content is no longer accessible though. It’s a great way for O2 to convince customers not to churn, but I wonder if some sort of cross-operator storage might be a bit more handy?