Cloud storage providers have full access to your data and control where it is stored. You don't have much information about the infrastructure and the security mechanisms in place. And it might be that this storage isn't in your own country, which could cause legal concerns. In a nutshell, if your data is being stored in the cloud, more data can be put at risk if there is a single successful breach.The countermeasure to this risk is to utilize encryption technologies. Encryption is a leap forward in the right direction for any organization trying to deal with users who are already housing sensitive and/or protected data on third party servers.