AWS: Competitive Positioning & Shift from Horizontal to Vertical Selling
Former Head of Strategy, Amazon AWS West-US
inpractise.com/articles/amazon-web-services-shift-from-horizontal-to-vertical-selling
Former Head of Strategy, Amazon AWS West-US
The executive was previously responsible for AWS' GTM strategy and business development practices in the West of the United States.
Interview Transcript
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That’s really interesting. If I heard you correctly, you are saying that Adam really gets this and has made this the agenda?
The way I see the market broadly, just for some context here, is really in three waves. The first wave is done. This was brand new, in circa 2006 to 2008. Compute and storage, the original category, and that was when everything sold itself. It was self-service that pioneered the market. That was all about telling people what the cloud was and then convincing them to migrate. That ship sailed. That is done. At the end of that, you were starting to go from pure IaaS to PaaS.
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That’s really interesting. If I heard you correctly, you are saying that Adam really gets this and has made this the agenda?
Wave two was all about blowing out and expanding the PaaS category. That’s when we went from two services to 100+ and everything beyond. That’s when we also started to realize this is very complex, and we needed to do some of the things I was talking about; simplifying with bundles and starting to engage other parts of the customer organizational chart. We are right at the end of wave two right now, and other parts of the organizational chart need to get addressed. Microsoft is doing it. Google is doing it. Oracle is doing it. IBM is doing it. AWS is not doing it, at least not scalably. As we go into wave three, it is going to be all about that and a few other things. What’s also going on in this wave is it’s a maturing market in terms of pricing power in certain categories. The need for innovation is greater. As we move into this wave three, this is the kind of stuff that Adam has on his plate.
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