Amazon's About-Face On Hardware
Bloomberg Businessweek|December 09, 2019
In a major reversal, the company is selling hybrid cloud systems, including server racks
By Matt Day
Amazon's About-Face On Hardware

Tucked near the elevators on the 22nd floor of a 520-foot tower at Amazon.com Inc.’s headquarters in downtown Seattle, Anthony Liguori’s lab is a work in progress. His team moved in this summer, but during a visit last month, tables pushed up against the wall were covered in keyboards and computer accessories still in their packaging. A metal frame hanging from the ceiling awaited to route plugs and fiber connections to 10 experimental server racks that have yet to arrive. This is where Liguori’s team is putting the finishing touches on Outposts, Amazon’s big new move against the likes of IBM, Hewlett Packard Enterprise, and Dell Technologies as well as cloud rival Microsoft.

On Dec. 3, Amazon rocked the $205 billion market for data center systems by joining it. After more than a decade telling businesses that renting computing power and storage space through the Amazon Web Services cloud was better than buying the server racks, the AWS team wants you to buy its server racks, plus software that will join those servers with its machines in the cloud. This is what the IBMs of the world are talking about when they use the term “hybrid cloud”—the ability to use cloud services for some stuff, nearby servers for mission-critical data, and a common interface for everything. A push into this world by Amazon, which used to give ceremonial hammers to startup clients to smash their on-site servers, is a little like Apple Inc. pitching a rotary phone.

“Lots of customers are going to be hybrid for a long period of time,” says Matt Garman, Liguori’s boss. For many businesses interested in migrating more fully to the cloud, he says, “there’s not an easy button that makes that go.”

Bu hikaye Bloomberg Businessweek dergisinin December 09, 2019 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

Bu hikaye Bloomberg Businessweek dergisinin December 09, 2019 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

BLOOMBERG BUSINESSWEEK DERGISINDEN DAHA FAZLA HIKAYETümünü görüntüle
Instagram's Founders Say It's Time for a New Social App
Bloomberg Businessweek US

Instagram's Founders Say It's Time for a New Social App

The rise of AI and the fall of Twitter could create opportunities for upstarts

time-read
4 dak  |
March 13, 2023
Running in Circles
Bloomberg Businessweek US

Running in Circles

A subscription running shoe program aims to fight footwear waste

time-read
3 dak  |
March 20 - 27, 2023
What I Learned Working at a Hawaiien Mega-Resort
Bloomberg Businessweek US

What I Learned Working at a Hawaiien Mega-Resort

Nine wild secrets from the staff at Turtle Bay, who have to manage everyone from haughty honeymooners to go-go-dancing golfers.

time-read
10 dak  |
March 20 - 27, 2023
How Noma Will Blossom In Kyoto
Bloomberg Businessweek US

How Noma Will Blossom In Kyoto

The best restaurant in the world just began its second pop-up in Japan. Here's what's cooking

time-read
3 dak  |
March 20 - 27, 2023
The Last-Mover Problem
Bloomberg Businessweek US

The Last-Mover Problem

A startup called Sennder is trying to bring an extremely tech-resistant industry into the age of apps

time-read
10+ dak  |
March 20 - 27, 2023
Tick Tock, TikTok
Bloomberg Businessweek US

Tick Tock, TikTok

The US thinks the Chinese-owned social media app is a major national security risk. TikTok is running out of ways to avoid a ban

time-read
10+ dak  |
March 20 - 27, 2023
Cleaner Clothing Dye, Made From Bacteria
Bloomberg Businessweek US

Cleaner Clothing Dye, Made From Bacteria

A UK company produces colors with less water than conventional methods and no toxic chemicals

time-read
3 dak  |
March 20 - 27, 2023
Pumping Heat in Hamburg
Bloomberg Businessweek US

Pumping Heat in Hamburg

The German port city plans to store hot water underground and bring it up to heat homes in the winter

time-read
3 dak  |
March 20 - 27, 2023
Sustainability: Calamari's Climate Edge
Bloomberg Businessweek US

Sustainability: Calamari's Climate Edge

Squid's ability to flourish in warmer waters makes it fitting for a diet for the changing environment

time-read
4 dak  |
March 20 - 27, 2023
New Money, New Problems
Bloomberg Businessweek US

New Money, New Problems

In Naples, an influx of wealthy is displacing out-of-towners lower-income workers

time-read
4 dak  |
March 20 - 27, 2023