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Inside the new AWS | InfoWorld

As 2021 comes to an end, Amazon Web Services (AWS) is still in its infancy, and AWS re: Invent will be launched this week. Over the past few months, the AWS product team has been looking at various updates to existing and new, unannounced services. All of these hope to be selected for presentation at re: Invent. Even better, AWS’s new CEO, Adam Selipsky, will incorporate these new services and features into Tuesday’s keynote.

AWS is famous for being quiet about product announcements, but in reality it’s a little easier to figure out what the company is announcing. As I learned as a longtime observer (and former employee), companies follow certain patterns. This time, it’s a safe bet to believe in Selipsky’s words and assume that the company is trying to curb Byzantine service creep (more than 200 services and counts) for customers using vertical industrial solutions.In addition to that, it will probably double it re: Announced at Invent 2020: Large investment in cloud operations.

Oh, and maybe another billion. This is AWS Not known for restraint..

What the customer wants

First of all, I need to emphasize that I am not familiar with sensitive information. I left AWS in August and wasn’t involved in pre-departure service announcements. Therefore, think of this as a knowledgeable guess based on paying attention to what the company is doing now, what it has done before, or in some cases it has not. ..

AWS has been flirting with industry solutions for some time. If you click on the “Solutions” dropdown on the website, you’ll see that the company already claims to offer a verticalized solution, except that it’s not really the case. Or rather, it’s not enough.


Adam Selipsky recently admitted
“It doesn’t matter what you did yesterday,” he told Bloomberg TV. This was almost completely horizontal infrastructure. The company has begun building vertical solutions “for industries such as financial services, telcos, healthcare and automotive”. There is disagreement about AWS’s approach to customer attachment, but that’s the company’s basic principle. What was well protected one year can be discarded the next year, depending on your needs.

NS
Selipsky said
At the Fast Company Innovation Festival, he said: Come up with more abstractions. Come up with high-level services such as Amazon Connect, a call center solution. Find other areas where you have the horizontal or industry-vertical solutions you are looking for that work at a higher level. Such candidness is unusual for anyone following AWS. Former CEO Andy Jassy didn’t hide the truth. He didn’t, but he simply didn’t send a telegram where the company went.

There is another way for Selipsky. There is no doubt that he will announce that he will increase the focus on vertical solutions.

Drowning in service

That different method is urgently needed today. AWS “All Stores” is a customer (and developer, Scott Carey recently wrote). Want to run a container? AWS offers 17 (Yes, 17) Various methods. Why? The AWS structure encourages each service / product team to build on their behalf, even if the customer isn’t. The best programmers can remove more lines of code than they wrote. Similarly, AWS can probably be done with some pruning. As in the case of industry solutions, customers can benefit from an easy way to approach and use the various services offered by AWS.

This is relatively new to AWS. However, the principle of “customer attachment” is so powerful in AWS that in the end, the company will do what it once vowed to never do. Do you remember when AWS was furious with hybrid machines? We are currently affiliated with VMware, offering AWS Outposts and more. And do more To make it easier for customers to implement hybrid architectures. What about the infamous dislike of multi-cloud? The company still dismisses multi-cloud as wrong for most customers, but the final re: Invent has rolled out a Kubernetes service that can run anywhere. Including rival clouds..

AWS is not the leader in these ways and in vertical solutions. that’s OK. Like Kubernetes (which the company has long tried to ignore), AWS can take a long time to listen to its customers. In fact, it’s not entirely correct. The company is very good at listening to customers, but sometimes they try to innovate in ways they feel better than they want (Elastic Container Service is the same problem that Kubernetes was solving. Was intended to tackle, but is better). no matter. According to Selipsky, AWS will remove the complexity of running horizontal infrastructure services with a vertical approach. Rely on it.

what else?

Building a better observable mousetrap

Given the patterns of the past, there is no doubt that AWS will double its observability story. The company has grown significantly with new initiatives in this area (managed Prometheus, Grafana, Open Telemetry services) at re: Invent 2020, which were in preview. If AWS remains loyal to shape, AWS announces significant upgrades in the areas of observability and restoring.When it comes to resilience, AWS earns bonus points because it’s owned by space leaders like Charity Majors. Claimed the fastest way to a resilient system Not a multi-cloud.

Beyond observability, AWS releases new database services (or three). AWS everytime Release a new database service.If the company does so it will be news No Release a new database service. In fact, if AWS really wants to do something new, it will stop marketing niche database services (graphs, time series, etc.) and offer a generic database instead. The company has been defeating “dedicated” database drums for years, The most popular database in the industry It shows that they are almost all general purpose.

Of course, AWS announces more. It’s always the case. But these feel like rational bets, based on the public announcement of Selipsky and how the company has been operating in the past.

TL; DR? AWS is more than just launching a product, it’s serious about the user experience.

Copyright © 2021 IDG Communications, Inc.

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