Cloud giant Salesforce has unveiled its new shiny cloud platform Salesforce1 at Dreamforce in San Francisco, with CEO Marc Benioff stressing the ‘internet of customers’ – the importance of the consumer in a cloud, social and mobile world.

“I’ve never been more excited to be part of Salesforce.com,” Benioff bellowed to the audience of customers, partners and non-profits.

“In the world of the Internet of Things, it’s really a world of Internet of Customers.

“We need to reassess how we connect with customers in a whole new way,” he added.

In many ways, this wasn’t a speech, more of a performance – none more so than the homage to Back to the Future when explaining the benefits of Salesforce1. The hook of ‘this is what will happen in the future…but wait, it’s available now!’ wins no points for originality, but it nailed the five target areas …