Microsoft is using "Start, Build, Manage" as the way the company is describing for customers and partners its path to the cloud. The emphasis going into 2012 seems to be on convincing users that they don't have to create Azure cloud apps from scratch (which has been Microsoft's message up to this point). Instead, Microsoft is making it so users can more easily bring existing apps to the cloud and/or bridge their on-premises apps with Azure apps.
Here are a few of the deliverables on the roadmap that will help enable these scenarios:
Consistent REST APIs for Windows Azure features and services, callable from any programming language (full SDK in Spring)
The ability to easily set up Wordpress and Drupal on Azure "without writing code"
A preview of functionality allowing the creation, customization and management of private marketplaces (Note: I believe this is the codename "Roswell" technology about which I blogged late last year)
Better Active Directory integration for migration: Both the ability to sign on using an on-premise Active Directory in Office 365, as well as technology that will help users migrate their line-of-business apps that are dependent on Active Directory to the cloud (supposedly "without making any changes")
Support for more easily uploading and sharing videos in a central depository across an enterprise, as well as the ability to easily stream to any device (including those running not just Silverlight, but also Flash, HTML5, iOS and Android)