Welcome to the Cloud Wars Minute — your daily cloud news and commentary show. Each episode provides insights and perspectives around the “reimagination machine” that is the cloud.
In today’s Cloud Wars Minute, I compare Microsoft’s and AWS’s dramatically different branding strategies for AI deployment services.
Highlights
00:01 — We see here, in the unfolding AI Deployment Wars, some interesting naming conventions from Microsoft and AWS. And if you look at the comparison of these two, I wonder what they were hoping to achieve by this. I mean, I’m sure they wanted to have these names resonate clearly with people, but they picked wildly different names.
00:48 — AWS calls it Forward Deployed Engineering. Now, that is wildly unimaginative, but it’s very clear. This is what you’re going to get: forward-deployed engineers. That’s the heart of it. It’ll be both AWS’s own FDEs and also some partners. They have three different tiers of services that customers can tap into.
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01:22 — Microsoft is calling its company Microsoft Frontier Company, and I think, in a way, that’s a little bit of a cross between Star Trek and Little House on the Prairie. Microsoft is sort of positioning this like companies really want to be the first in their field, out on the frontier.
03:13 — I think what business leaders are looking for isn’t so much about frontier. What they want is: let’s make this stuff work. Let’s make it work clearly. Let’s show quantifiable results. Let’s get our culture right. Let’s get our processes optimized. Let’s get not only costs taken out of the company, but let’s get new revenue streams building here.
04:07 — So I guess, of the two, if I had to pick one that I think was better, I’d have to give the nod to AWS. They’re not going to try to impress anybody. They’re not going to try to confuse anybody. You want this? This is what it is. So we’ll see how this all plays out. But wild times are coming along here.
