“Work hard. Have fun. Make history.”
If that strapline doesn’t ring any bells, it’s because you may not have encountered an Amazon Web Services (AWS) employee yet.
At London ExCel next week, there will be no shortage of AWS cloud geeks ready at your service. You can’t miss them. They are distinctive – usually sporting their black polo shirts and cream chinos (standard issue AWS battledress, apparently).
But my guess is that for as many Amazonians that gather, it will be nowhere near to the number of delegates flocking to Docklands. More UK business and IT people than ever are hungry to learn more about how they can use the AWS Cloud.
Yup, an AWS Summit is coming to town (29-30 April) and I have heard through the grapevine that online registrations have been buzzing with demand for weeks. No surprise there.
I have watched AWS Summits in the UK grow in popularity year on year. Now, it seems only a venue the size of ICC at ExCel is big enough. I think that probably signals something important about peoples’ appetite for new approaches as well as new technology.
At least that’s why I’ll be going. And fellow Smarties from our senior execs to our account managers will be too. We think there is an important conversation to be had with more large enterprises who, just like our existing customers using the AWS cloud, are looking for the greater business agility that the cloud offers.
For that reason, we will be making lots of our clever chaps available (stand S4) to give actionable advice and war stories rather than sales patter. We’ll be showcasing several of our customer engagements, including:
- Disaster Recovery in the AWS Cloud for Haven Power
- Big Data analytics in the AWS Cloud for Aviva /Quotemehappy.com
- Service Transition to the AWS Cloud for ATOC
- Super-fast migration to the AWS Cloud for Kuoni
Jeff Bezos, Amazon’s founder, has acquired a tidy fortune by anticipating the step change in online shopping, firstly with bookselling and then with online retail of … er, well… just about everything. Those close to the action know that’s not the whole story, Bezos also foresaw the shift in compute and storage. AWS itself has grown rapidly to become the undisputed leader in the cloud computing space.
In amassing an enormous IT capability and renting it out to others on metered tariff basis, AWS effectively offers to everyone with a valid credit card a chunk of its own IT systems. This has opened up “on-demand delivery of IT resources via the Internet with pay-as-you-go pricing.”
Bezos likens the emergence of cloud computing to the change that happened years ago in the electricity supply industry. Instead of investing in their own individual power generation facilities, and paying to run it, businesses and consumers in increasing numbers opted to buy their electricity from operators running centralised power generators.
Visionaries such as Tesla, Edison and Insull knew the gains and the pains in the electricity market. Does Bezos know what he’s up against too? I’ve no doubt he does.
AWS is getting a helluva lot right. Innovation launches and price decreases have been relentless. Outstanding choice, reliability and security. If nothing else, AWS is a chip of the old block when it comes to Amazon’s now famous obsession with listening to what the customer wants, and getting it done.
Personally, I’m quite looking forward to seeing what AWS will be wheeling out next week. I not really a betting man, but a fiver says another price drop or another new whizz-bang offering.
Or maybe both. What do you reckon? Go on, leave a comment to let me know.
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