Vendors are always talking about cloud this and cloud that, as if you're all the same. Well, maybe to them, you are but wavy company in every sector has different needs for IT, and so different needs for cloud technology.

The Reg got together with UK cloud provider Star to create a Regcast - or, to be more accurate, three standalone Regcastlets - about how cloud works in three types of business: retail, media, and professional services. Star's Grant Tanner takes us through what those businesses lack, where they can use cloud effectively, and what the business and IT problems that they will need to solve will be.

In part two, we turn to media, where customers need to share large files efficiently, work with different virtual teams under short deadlines, and cope with a wave of mergers and acquisitions without missing a beat.