Amazon started its
cloud computing business Amazon Web Services in 2006, which that point was a
disruptive innovation where in Amazon offered customers computing power and
storage on demand at a low price. The Amazon Web Service (AWS) offering relies
on company’s core technology infrastructure that was built to drive its
ecommerce business and content business, also made cloud computing cheaper and
more accessible at a very large scale. Jeff Bezos took a big risk in the year
2006 and utilizing Amazon’s vast experience in digital business, created a new
business model for AWS and also created a first-mover advantage, and the high
growth that goes with it, for the company. AWS offers its services at a
drastically low prices and it initially targeted the startups that are highly
price conscious, which proved highly successful as innovative web businesses
like location-based social network Foursquare, document sharing site Scribd,
crowd based review business like Yelp, etc. subscribed to AWS. AWS is based on
Amazon strategy of not charging high initially for hardware but charge
customers on long term use of the services (pay as per usage) which is a win –
win for both the company and customers.
AWS has been a fast
growing business within the Amazon business portfolio and it clocked revenues
of $3.1 billion in 2013 and is
expected to grow by 58% in 2014 according to a new estimate from Pacific Crest
Securities. n a research note, Pacific Crest says it expects the business to
keep growing at a clip, with revenue hitting $6.7 billion in 2015. Despite
risks involved in cloud computing like cloud outages where in the
websites of the companies that use AWS during outage will go down and do not
function, still use Amazon’s web services clearly knowing risk involved, but
the incentives of quick and inexpensive forcing smaller companies and startups
to gamble rather than pay more high charges for a simple guarantee their
services will never go down. AWS over the years has built a significant share
in the cloud computing market wherein it even attracted the Fortune 500
companies and government departments to use its services. The reason behind the
AWS success can be attributed to the low pricing that the company offers its
customers. Amazon web services have lowered prices 31 times since it launched
in 2006, including seven price reductions so far in 2013.
The price war
highlights that the cloud computing market is a red ocean where in there is
serious competition from major players like Google, Microsoft, Oracle, etc. and
plenty of medium and smaller players. AWS is still leading this highly
competitive market and building significant revenues from this business
offering. Forrester Analysts forecast the public cloud market, the market segment AWS leads will grow from $4.7bn
in 2013 to $44bn in 2020 as the market shifts towards replacement of current
systems which also highlights the potential the AWS has in future. Amazon is
further planning to reduce pricing but increase the performance and functionality
of its offerings. Amazon has implemented a rich software infrastructure to
allow users access to large quantities of computing resources at rock-bottom
prices. Amazon Web Services accounted for 37% of the $9 billion infrastructure
as a service (IaaS) market in 2013, according equity research company Evercore.
The IaaS market is growing by 45%, but Amazon Web Services has a growth rate of
60% and it built a huge computational capacity.
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