Microsoft is well positioned to give Amazon a run
for its money in the cloud market, but it needs to
break away from its Microsoft-centric approach.
Seeing as how the cloud has been tied to digital transformation, and seeing as how more businesses are embarking on digital transformation projects, it makes perfect sense to me that cloud has been one of the hot topics at Microsoft’s Ignite conference for enterprise IT, taking place this week in Atlanta. Microsoft has an interesting position in cloud, in that it was simultaneously early and late to the market. In some ways it’s like Schrödinger’s Cloud.
Almost 20 years ago, Microsoft launched Bing, and to support it, the company had to build out a massively scalable, global cloud network. Google had done this with its search platform, and Amazon had done similar to support its e-commerce business. However, Amazon was the only vendor with the foresight to convert their platform into something on which businesses could run workloads. No one really took the cloud seriously a couple of decades ago, and Amazon’s solutions were looked at more as an experiment than as a credible business computing platform. All of the mainstream computing vendors were sitting around trying to figure out whether the cloud was real while Amazon was capturing customers.