Dell is helping Canadian social networking startup Arroware Industries Inc. change the way users connect and share social media files through a cloud-based application. The new app, myApollo, will be launched in fall 2013. From a fledgling idea hatched in a basement, myApollo has attracted millions in Canadian investment funding* used in part to finance the company’s $2.5 million technology infrastructure purchased from Dell. Unlike other cloud-based file sharing services that house content in vast data warehouses, myApollo harnesses the unused power of its users’ hardware devices to store, sync and stream media files. This allows users to create personal networks of trusted devices, such as smart phones, laptops, desktops or tablets through which they can connect and share files irrespective of platform or location. Rather than storing the data, myApollo acts as the facilitator to coordinate the secure flow of traffic across each user’s network. The data itself is stored in a lightweight manner on the unused gigabytes of space on designated peer-networked devices. This data can then be accessed anytime, anyplace and on any authorized device in that user’s network and streamed as high-definition media files. For example, after myApollo users have registered their devices, they can watch a Blu-Ray quality movie stored on a home computer while using a laptop at the cottage and still experience high picture and sound quality, with no buffering, lagging or syncing issues. Similarly, photos or movies taken on a cell phone, Android or iPhone, can be viewed on a laptop or tablet, even if they’ve been deleted from the original cell phone. This file-sharing model has ground-breaking implications beyond simply sharing media content between a user and their network’s devices. For example, Arroware expects myApollo to become a useful e-commerce tool for the entertainment industry, allowing artists to sell content to other myApollo users without the expense of paying for storage or bandwidth transmission. Content will be stored on the network and directed as requested to a myApollo user. Arroware also expects to generate revenue by allowing advertisers to place highly-targeted and relevant advertising campaigns on the network, directing advertising only to interested myApollo users.