1) Mobile apps need data services to function but hosting your own services is difficult to scale as user bases grow rapidly. The cloud addresses this by allowing services to scale easily on a pay-as-you-go model.
2) Azure makes it simple to build and host mobile backend services using familiar web technologies like ASP.NET, WCF, and SQL. This avoids the complexity and costs of managing your own server infrastructure.
3) Securing mobile apps and services is important. Azure Access Control Service (ACS) allows apps to authenticate users via common identity providers like LiveID, Google, Facebook without having to integrate directly with each provider.
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