AWS, once a nice little sidestream for Amazon's e-commerce industry, has grown over the years to a wave of $ 27 billion, one that still grows at around 45 percent a year. It's a very successful business with some actions, but when I listened to AWS directors last week at their AWS re: Inventory Conference in Las Vegas, I did not hear a group who was happy to sit still and let the growth speak for itself. Instead, I heard someone wishing to dominate all areas of corporate data processing.
If there was hardware like the new Inferentia chip and outposts, the new on-prem servers or blockchain and a base station service for satellites, whose AWS saw an opportunity they did not have an inch for anyone.
Last year, AWS announced an amazing 1[ads1]400 new features, and the word was that they are in a hurry to exceed it this year. They get a lot of credit to not rest on their laurels and continue to innovate as a much smaller company, even if they own gobs of markethare.
The feature of inflation probably can not continue forever, but at the very least at least Show no signs to slow down as announcements arrived at a furious pace again. While they will tell you that every decision they make is about meeting customer needs, it is clear that some of these announcements were also about responding to competitive pressures.
Going for the Competition Harder
Previously, AWS's criticism of competitors kept to a minimum perhaps to give some jab to Oracle, but this year they seemed to ratchet it up. In its lead, AWS CEO Andy Jassy and Amazon CTO Werner Vogels were continuously flogging Oracle, a competitor in the database market, but hardly a big threat as a cloud company right now.
They went right for Oracle's market, but with a new premier system, Outposts is called, which allows AWS customers to operate on premise and in the cloud using a single AWS control panel or one from VMware if customers prefer. It's the kind of sky vision that Larry Ellison could have put forward, but Jassy did not necessarily look like going for Oracle or anyone else. "I do not see Outposts as a shot over any arc. If you look at what we do, it gets very much informed by the customers," he told reporters at a press conference last week.
Still, AWS did not reserve its criticism for Oracle alone. It also aimed at Microsoft and took jabs on Microsoft SQL Server, and also announced Amazon FSx for Windows File Server, a tool specifically designed to move Microsoft files to the AWS cloud.
Google was not spared either by launching Inferentia and Elastic Inference, which let Google notice that AWS should not provide the AI market to Google's TPU infrastructure. All of these tools and much more were about responding to customer demand. They were about to put the competition on notice in all aspects of enterprise computing.
Upward Growth Path
The sky market continues to grow at a dramatic pace and, as a market leader, AWS has been able to exploit its market dominance to this point. Jassy, like echo Google's Diane Greene and Oracle's Larry Ellison, say that the industry as a whole is still very early in terms of cloud adoption, which means there is still plenty of market share left to capture.
"I think we are only in the early stages of enterprise and decision in the public sector in the United States. Outside the United States, I would say we are 12-36 months behind. So there are many common businesses that are currently planning to plan their approach to the cloud, says Jassy.
Patrick Moorhead, founder and chief analyst at Moor Insights & Strategy, said that AWS has used its market position to continue expanding to different areas. "AWS has the scale right now to do many things others can not, especially smaller players like Google Cloud Platform and Oracle Cloud. They try to make a point with thousands of new products and features that they bring out. This seems like a disincentive long-term for other players, and I think it will result in a shakeout, "he told TechCrunch.
With regard to the frenetic pace of innovation, Moorhead believes that it can not continue forever." Me is the question when when we reach a point where 95% of the needs are met and the degree of innovation is not necessary. Every market, literally every market, reaches a point where this happens, so it's not a question, but when, "he said.
Safe areas like the AWS Ground Station announcement showed that AWS was willing to expand beyond the usual limits, the company's data processing and beyond space to help businesses process satellite data. This ability to think beyond traditional uses of cloud computing resources shows a level of creativity that indicates there may be other untapped markets for AWS such as we have not yet imagined.
When AWS moves into multiple areas of enterprise computing stack, either on the premises or in the cloud, they show their desire to dominate all aspects of the business computing world. Last week, they demonstrated that there is nothing area they are willing to surrender to someone.