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VMblog's Expert Interviews: Ensono Talks Cloud Wars, Trends, Strategies and More


As cloud service platforms continue to race connection speeds, they're moving away from an acquisition-focused approach to growing their businesses, and instead toward shifting their product roadmaps.  For instance, over the past year, all major cloud providers have addressed deficiencies in their network capabilities to improve connections to and through their data centers.  To better understand how this shift toward product offering expansions will shape the future of the "cloud wars?" I spoke with Brian Klingbeil, an executive VP at Ensono which works with both Azure and AWS. 

VMblog:  When it comes to the cloud wars, Azure and AWS came out on top in 2017 - What are Microsoft and Amazon doing right?

Brian Klingbeil:  Certainly, Amazon and Microsoft are the most frequently requested public cloud services within our client base, and by a wide margin. This is due to two dynamics:

1)    Both are improving their platforms and releasing new features at a very rapid pace. For example, Microsoft acquired Cycle Computing last August. Cycle Computing, which is known for its high processing power, was necessary for Microsoft's clients that handle large data processing, like financial institutions that process massive amounts of transactions.

2)    Both are very active with the partner ecosystem, leveraging providers like Ensono. Public Cloud is a powerful tool, possibly the most powerful tool to ever be introduced to the IT world. However, making use of that tool can be difficult. Service Providers like Ensono can help the enterprise make better use of these tools, and in turn help Amazon and Microsoft gain access to complex enterprises.

VMblog:  Are you seeing a trend as the race for best cloud service provider continues?

Klingbeil:  There is most definitely a trend in enabling transformation. Providers are popping up all over with expertise on helping to migrate applications to the public cloud. Many have expertise in one cloud: either AWS of Azure, and most do not provide ongoing management and optimization once clients make it to the cloud - that will likely be the next trend.

Additionally over the past year, most major cloud providers have addressed deficiencies to boost connections to and through their data centers. This represents a shift toward honing in, and improving the end-user experience. For instance, AWS recently added bandwidth to its networking services to grant customers access to faster data transfers, and create workflows that may have otherwise been prohibited.

VMblog:  Do you see these cloud service providers differentiating themselves from one another?  If so, how?

Klingbeil:  Google seems to be making a big push to specialize in data analytics. Microsoft in turn is providing deep AI services within their cloud. Amazon has always focused on the developer community and still has good mindshare there, but of course has expanded on from that. All firms are moving toward enabling devops, so that more applications can be "born in the cloud" and therefore take advantage of more services, vs "lift and shift" environments that, while improved from traditional solutions, cannot take full advantage of the features that public cloud offers.

VMblog:  How are you seeing these cloud companies expand their businesses?

Klingbeil:  Again, they are being very aggressive with the partner ecosystem with partners who augment the service and provide a service wrapper around it - this expands the client base they can reach. Cloud companies are also always working to expand their product roadmaps. Providers are now less focused on an acquisition-focused approach to expanding their service offerings on a larger scale, and instead are improving the overall end-user experience when it comes to speed and ease of use. During Ignite 2017, Microsoft rolled out new end-to-end monitoring solutions in Azure for Apps and Infrastructure to optimize user experience with the new log analytics, metrics exploration, application performance monitoring and failure investigations.

VMblog:  And how has that strategy evolved?

Klingbeil:  In an effort to differentiate beyond service area or vertical, cloud service providers are going back to the basics in improving the overall usability of their service. Ease of integration and accessibility of storage are huge priorities for today's enterprises and cloud service providers are taking note.

VMblog:  How will this shift shape the future of the "cloud wars?"

Klingbeil:  We should expect big players like AWS and Azure to continue to push for more market share in the race to be the best cloud solution provider. We may even see other top dogs emerge as the importance of verticalizing to niche markets may be what finally serves to set providers apart.

Published Friday, April 27, 2018 7:27 AM by David Marshall
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VMblog's Expert Interviews: Ensono Talks Cloud Wars, Trends, Strategies and More - EMC VMAX - (Author's Link) - April 27, 2018 7:43 AM
VMblog&#039s Skilled Interviews: Ensono Talks Cloud Wars, Tendencies, Methods and Additional - EMC VMAX - (Author's Link) - April 27, 2018 5:13 PM
RajeshN - (Author's Link) - April 30, 2018 5:20 AM

Good article and all the answers that were delivered by Klingbeil are awesome with the most helpful questions about cloud service platforms, Azure and AWS. Thanks much for the first and the last Q&A because, those 2 Q&A's are very useful to know about the vital things of Microsoft's Azure and Amazon's AWS. Thank you!

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