iCloud doesn't do nothing for me that Gmail doesn't do when used on Exchange.
Try to use Google Sync (Exchange!) with your contacts.
See how much information can you sync with Google?
Most of them will be GONE. This is the limitation of Exchange (not Google).
I'm very pleased with Google Sync's Mail and Calendar
but I am greatly disappointed with the incapability of contacts syncing through Exchange. For example, you are not able to make a custom label to a phone number of your contacts.
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