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If Amazon plays its channel cards right, it could become ‘the Intel of the cloud’ | #reInvent
Amid swirling speculation of an open-source insurgence against Amazon’s growing takeover of the cloud market, its partnering appeal persists. This year’s AWS re:Invent conference features 150 partners announcing products that blend with Amazon in some way. And the sentiment from these partners is that they know Amazon could just as soon eat them as feed them. Is there some way Amazon could spare the startups without pulling its punches in the marketplace?
Stu Miniman (@stu), John Furrier (@furrier) and Peter Burris (@plburris), co-hosts of theCUBE*, from the SiliconANGLE Media team, hit the ground at re:Invent to see if partnering startups are feeling the heat. “Talked to some of the Chef guys,” Miniman said (Chef Software Inc. just announced its integration into AWS). “They were like, ‘We are so excited about this. We spent the last 18 months working with Amazon. We think this is a huge opportunity.'”
Miniman added that Chef understands the threat Amazon poses but sees its market reach as too good to resist.
Compassionate capitalism
Furrier said startups know that Amazon’s sales channel is where the customers are. “I mean, if you’re Microsoft, and you’re a startup, you’re going to be second fiddle to their channel,” he said.
He said Amazon is poised for a near monopoly of the cloud if they can pull off two things: An indirect, seamless sales channel that pacifies startups and scale as a service. “If they can build the scale as a service, they will be the Intel of the cloud,” he said.
Design, data and scale
Burris agreed and explained how Amazon’s design has enabled it to scale with unprecedented pace, as well as utilize data more effectively.
“If you do good design so that you know what kind of data to collect, you can now apply data in a way that you couldn’t before to improve your targeting,” he said.
Watch the complete video interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of AWS re:Invent. (*Disclosure: AWS and other companies sponsor some AWS re:Invent segments on SiliconANGLE Media’s theCUBE. Neither AWS nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)
Photo by SiliconANGLE
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