Cloud Computing Decade: "Competition War" Returned from Strategy to Tactics

When Amazon launched its first cloud computing service, the outside world did not optimistic about this direction, high investment, low profit and a lot of uncertainty.

But in October 2008, The Economist used a whole period of content to discuss cloud computing. It was very predictable to write a sentence: "This will undoubtedly change the information technology (IT) industry, and it will also Deeply changing the way people work and run the company." Although much of the content confuses today's Internet services with cloud computing, it has also refreshed many companies' perceptions of cloud computing.

At the time, Microsoft CEO Steve. Ballmer made such a slogan in the speech of the University of Washington: For the cloud, we're all in; then Google Cloud released, IBM, Oracle, Alibaba, Tencent, Baidu, Huawei... almost all heavyweights worldwide Internet or IT giants are beginning to make cloud computing.

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Until today, many people who advocate cloud computing still like to be associated with "war". It is not difficult to understand that in the past 10 years, cloud service providers who have tried to seize the "strategic advantage" have already had a series of competitions, technology. Innovation, data centers, service models, and so on.

2009 is a key turning point in the development of cloud computing, but the protagonist is not Amazon AWS that releases four products at a time, nor is it the fledgling Microsoft Azure and Alibaba Cloud, but the server supplier behind the scenes. Dell is launching PowerEdge C-Series servers for cloud service providers, medium to large data centers, and Internet service providers. The "C" codename stands for Cloud.

The same is true for competitors such as Hewlett-Packard and IBM, which have launched so-called cloud servers. All of this may also be attributed to Intel's Xeon 5500 series introduced in 2009, introducing a new CPU point-to-point interconnect technology QPI, which greatly increases the bus bandwidth of the processor and is suitable for expansion to large-scale parallel systems, such as Technology delivery applications such as dynamic energy management and dynamic acceleration are also key technologies for cloud computing “on-demand supply, dynamic deployment”.

2011 is another important time point for the development of cloud computing. This year is the first year of the birth of OpenStack. It is named as “data center operating system” and “cloud computing operating system”. It is still cloud computing. A familiar term in the field. At the same time, virtualization giant VMware has also begun to participate in cloud computing, launched the VMware cloud infrastructure suite, known as the "basic hybrid cloud."

Cloud computing has completed a historic transformation, moving away from pure “virtualization or network services” and becoming an independent, well-formed and highly popular IT infrastructure service. It is also from this time that the role and positioning of cloud computing is frozen: IT infrastructure is required to scale larger, higher density, lower power consumption and lower cost, while being flexible and flexible. Intuitive and in-depth management, and provided to customers in a standardized and generalized form.

The giants who saw the opportunity have brought cloud computing to the height of strategy, and the most direct is the action in the data center. Amazon, Google, Microsoft and even Alibaba Cloud and Tencent Cloud in China are frantically building data centers and using them as capital for customers. For example, Amazon, Microsoft and other companies entered the Chinese market in the form of joint ventures. Alibaba Cloud, Tencent Cloud, and Huawei Cloud also built data centers in overseas markets, with a view to deepening into the hinterland of competitors.

At the same time, there are competitions in services and products. Amazon AWS released only three products before 2009, and since then, dozens of new products and services have been launched every year. Other cloud service providers are struggling to catch up, even at the expense of acquiring new technologies, expanding their business scope, continuously improving their technical capabilities, and continuously occupying market share to ensure that they maintain their advantages in fierce competition, such as Google’s acquisition of Bitium and Microsoft’s acquisition of Cycle Computing. Oracle acquired Aconex and so on, and is vying for control of cloud computing.

In an article entitled "Cloud chronicles" in August 2016, The Economist commented on this "Cloud War". "The cloud computing war is not over yet, and the winner's prize is too Rich." Amazon AWS is such a lucky one, the entire 2017 revenue increased by 43%, reaching $17.5 billion, with a 44% share of the IaaS market.

Can this strategic card on control end? Huawei, which began to contact the private cloud in 2008 and established Cloud BU in 2017, reflects the new competitive landscape of the cloud computing market. Entering the seemingly hot time and shouting out the "one of the five clouds in the world" seems to herald a new vane in the field of cloud computing.

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On Gartner's 2017 emerging technology maturity curve, cloud computing and big data are no longer among the “emerging technologies” and are entering the fast-growing lane. It also corresponds to another view of Gartner:

"Cloud is not a strategy, it is a tactic" (cloud computing is no longer a strategic issue, it is a tactical issue).

The reason for this conclusion may be twofold:

First, cloud computing is experiencing the rapid expansion of global infrastructure, and the resulting cost and long revenue cycle determine who is the ultimate player to stay in the market.

Cloud computing users are also becoming more "critical". Many multinational companies have global business needs, forcing cloud computing vendors to have a global layout. Otherwise, network delays and cross-platform configurations are likely to lead to customer loss. Moreover, almost all countries have the willingness to keep data in the homeland. Cloud computing service providers are bound to launch localized operations in different regions. Global expansion seems to be irreversible.

The second is to change from technology orientation to customer orientation.

Early cloud computing was a technological “opening up”, and innovation in technology and services was arguably the most important driver, and has now been replaced by customer orientation. Whether it is a public cloud, a private cloud or a hybrid cloud, it is essentially to meet different user needs, IaaS, PaaS, SaaS and many scene cloud services, also for the differentiated needs of customers. In short, cloud computing service providers are not only concerned with the top-level design of high-rise buildings, but also more "staring" customers.

Cloud Computing Decade: "Competition War" Returned from Strategy to Tactics

Perhaps this can be described as cloud computing today, cloud computing service providers stand at a strategic height, accelerate the technical evangelism of cloud computing, reduce the cost of cloud services, and also increase the entry barrier of cloud computing. For enterprises, cloud computing is no longer an option, but an inevitable choice, whether for cost or security reasons. The strategic considerations for choosing cloud computing no longer exist, and the rest is the tactical choice of which cloud service to choose.

The more obvious phenomenon is that in the list of customers of cloud computing service providers in the past few years, there are only a few Internet companies in existence, and there may be some investment and holding relationship in the deep digging. Nowadays, most traditional enterprises also appear. The most important thing in the list of cloud computing services is the taste of it. McDonald's, the world's largest fast food chain, is an example. McDonald's has more than 30,000 stores worldwide, with up to 8,600 transactions per second. Cloud computing has increased McDonald's system efficiency by 66%.

One of the cores of mapping to the competitive situation of cloud computing service providers is the “dig corner” around big customers. For example, Instagram migrated from Amazon AWS to Facebook's own platform, Zynga migrated from its own platform to Amazon AWS, Apple spreads some of its business from AWS to GoogleCloud in order to spread risk, and Blue Lake gives up Google Cloud and turns to embrace Microsoft Azure, Verizon Abandon Microsoft Office to return to Google G Suite...

Even the traditional and conservative banking industry has already launched the ice-breaking journey of cloud computing. Goldman Sachs and Citibank have already become the focus of cloud computing service providers. The value of these big customers is self-evident, not only supporting the expanding expansion of cloud computing service providers, but also a large degree of brand endorsement. Especially in China, almost all cloud computing service providers have launched various solutions, targeting government and enterprise and traditional industry giants.

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From strategy to tactical transition, cloud computing service providers are changing the way they think about issues, such as how to solve a series of data problems in the era of cloud computing.

In the near term, events related to data security have occurred from time to time. Facebook's as many as 50 million user data leaks are unresolved, and the data leakage of the WiFi master key is equally shocking. The CLOUD bill, which is about to be implemented in the United States, has made cloud computing related data sovereignty issues the focus of discussion.

Enterprises' attitudes toward cloud computing are still somewhat subtle. On the one hand, they accept the reality that cloud computing replaces traditional IT facilities. Some cases have already been mentioned before. The saying that cloud computing has become the "water, coal, electricity and electricity" in the Internet era is gradually becoming mainstream. Voice recognition; on the other hand, there is a concern about the security of cloud computing data. Apple has migrated some of its business from AWS to Google Cloud. It has a bit of "egg in multiple baskets" and adopts a "cloudy" strategy. Almost all large and medium-sized companies choose.

It is foreseeable that as time goes by, the application of cloud computing will continue to increase, and the number of cloud computing providers selected by enterprises will also increase. Cloud computing service providers are clearly immersed in this, and have made different adjustments in the business layout, which can be divided into two camps of the Internet and IT departments.

The Internet Department has told stories that have more Internet characteristics. The core idea is to expand the boundaries and deepen. For example, in the past year, Ali invested in several dream workshops, stationed in the cloud, ZStack, Qi Niuyun, Tencent Yunshen voted in the ring technology, Ucloud participated in the investment of several people cloud; another example is e-commerce cloud, video cloud, game Cloud, financial cloud, etc., relying on the form of solutions, the cloud computing business is gradually extended from IaaS to PaaS and SaaS.

Cloud computing boundaries and ambiguity, the deep integration of business seems to be the trend of the times, but the premise is to ensure the security of the data. Among the Internet-based cloud computing service providers, giants such as Ali and Tencent are investing heavily in security, and it is still unclear whether other players can follow up.

Most cloud service providers with traditional IT backgrounds have a neutral attitude. The most well-known is Huawei's “three noes”, no application, no data, no equity investment. "Translation" comes over, recognizing the data sovereignty of enterprises, not forcing enterprises to exchange data, and not forming a competitive relationship with partners. However, in the eyes of many Internet practitioners, Huawei Cloud is inevitably somewhat "outdated" in its concept. After all, no data is undoubtedly lacking more imagination space. It is like the value of shared bicycles is not the means of transportation, but the riding behind it. data.

It is worth mentioning that even the difference in philosophy does not mean that the Internet department and the traditional IT department are "you are alive and dead". In the world of the Internet, almost all emerging industries continue to subsidize, choose one, and acquire. Is this idea really the essence of Internet commerce? Cloud computing should be an exception.

The customer's cloudy strategy and tactical awareness of cloud computing have determined the diversity of cloud computing, and the rapid growth of new players such as Huawei Cloud has also proved the inclusiveness and openness of this market. Of course, cloud computing service providers themselves must learn to be tolerant, embrace openness, reject monopoly, and never succumb to customer demands.

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March 23, 2023