The cloud computing field is dominated by Amazon AWS, Microsoft Cloud, and Aliyun who are winners.

Amazon AWS has a huge leading force in the global cloud computing market. With the first-mover advantage of cloud computing, it ranks first in the world and becomes the main target of Microsoft Cloud and Alibaba Cloud. It’s not impossible to just want to shake the status of Amazon. It takes only a long time.

At the beginning of 2018, in an interview with reporters, Rong Yongkang, the global vice president of Amazon AWS (Cloud Computing Services) and executive director of Greater China, looked very good.

The good mood is largely from an announcement from the previous year. On December 22nd, A-share listed company Halo New Network issued a notice saying that it obtained the “Value-added Telecom Business License” issued by the Ministry of Industry and Information Technology, changed the scope of license business and increased the cooperation of Internet resources, that is, the so-called cloud computing service. license.

Halo New Network is a Chinese partner of Amazon AWS. According to China's cloud computing business regulation, Amazon wants to ensure that its Chinese partners will take it by the end of 2017. Go to the cloud service license.

Prior to this, due to suspected violations, Amazon AWS and Halo New Network's cooperation in China's business has been questioned by the media and competitors, but also caused concern of relevant departments.

In order to get the license smoothly, in November, Amazon AWS even sold AWS-related business assets to Halo New Network, enabling the latter to provide and operate cloud services based on Amazon cloud technology in China. There is no precedent in the world.

A person close to Amazon AWS said: "After the implementation of the cloud computing license of Halo New Network, the layout of AWS in two regions of China (Beijing and Ningxia) is solid."

But is it really practical? In the fast-growing trend of US and Chinese competitors, Amazon's AWS step in China is obviously just the beginning of the story. A “hunting battle” for the cloud computing market leader has begun.

Fight against

Ke Dumin is the architect of Hangzhou Graffiti Technology Co., Ltd., which provides IoT smart home solutions for the world. In many overseas regions, they use Amazon's cloud computing services.

However, the reporter learned that unlike the deployment options of overseas business, the domestic business of Graffiti Technology is deployed on the Alibaba Cloud platform.

This may be related to the founding team members of Graffiti Technology. Most of them were Ali technical experts, especially the CEO Wang Xueji or the first person in charge of Alibaba Cloud. They led the development of Alibaba Cloud, Cloud OS, Taodian Point and other projects.

Interestingly, this startup not only cooperates with Amazon AWS and Alibaba Cloud, but also is favored by Google. In addition to deep cooperation with Google on the cloud and voice engine, it is also recognized by Google as a global core strategic partner.

SAP, the world's largest management software provider, is another typical case. Under the general trend of software cloudization, SAP cooperates with Amazon AWS. But at the end of November 2017, Microsoft Cloud also publicly announced a strategic cooperation with SAP.

"Many cloud computing giants work with a company to affirm the value of this company, and on the other hand, it reflects the fierce battle between the cloud computing giants." An IDC industry person who did not want to be named commented. .

There is no shortage of such competing examples at the business and product levels. For example, Amazon AWS just launched a new service called "SageMaker" to help developers train and run a customized machine learning model. Google has posted a blog post on the official website, announcing the reduction of similar controlled cloud machine learning services. price.

If all these are still infighting, then as the leader of cloud computing in China, Alibaba's ambition can be said to be on the bright side.

From 2016 onwards, Alibaba Cloud's external publicity often has the concept of “3A pattern”. From the perspective of business revenue and growth rate, AliCloud has formed a global relationship with Amazon Cloud (AWS) and Microsoft Cloud (Azure). The first camp of the cloud computing market.

At the end of October 2017, before the Amazon AWS China allies got the cloud service license, Alibaba Cloud made a big news of “Alibaba Cloud Malaysia Region opened, Southeast Asia coverage surpassed Amazon”.

Goldman's latest analysis report is more direct. "By 2019, the market share of small and medium cloud computing vendors will shrink from 25% to 2%. The future cloud computing market will be Amazon AWS, Microsoft Cloud, Google Cloud. And Aliyun formed an oligopoly."

Equal Opportunity

If you want to shake the status of Amazon from the perspective of volume, there is obviously a long way to go.

Goldman Sachs' analysis report estimates that Amazon AWS's revenue in 2017 was approximately $15.9 billion, followed by Microsoft Cloud, Google Cloud and Alibaba Cloud for $5 billion, $1.9 billion and $1.4 billion, respectively. The Amazon AWS family's revenue is equivalent to the second to the 15th total revenue.

However, the challenger does not have no chance at all.

According to the IDC industry, the advantage of Microsoft Cloud lies in its own enterprise customer resource base and seamless integration of cloud business and enterprise products. In particular, Office365 not only brings hundreds of millions of enterprise users to Microsoft Cloud, but also contributes at least half of the revenue for Microsoft Cloud.

Up to now, Microsoft Cloud has formed a fairly complete cloud ecosystem from IaaS to PaaS to SaaS, just like a good student with all-round development. According to Goldman Sachs analysis, Microsoft Cloud's 2017 revenue growth rate reached 92%.

Compared with Microsoft Cloud's strategy of focusing on enterprise-level big customers, Google Cloud provides innovative functions and high-tech technologies such as artificial intelligence, machine vision and speech recognition for some small start-up companies and emerging technology companies.

Although there is a perception in the industry that Google is not good enough to commercialize its technological advantages, this does not prevent Google Cloud's business from generating about 158% of revenue growth in the past year.

Compared with the cloud computing giants, "Alibaba Cloud's main advantage lies in the industry's practical experience, which can be modularized to the enterprise, and the technical strength of security, big data and middleware is also excellent." Ali The person in charge of the cloud internationalization team told the reporter.

“In addition to our own team, we will work with local technology companies to serve local customers with the entire ecology of Ali,” she said.

These advantages have a certain effect. In the global market where the US cloud computing giants occupy half of the world, Alibaba Cloud has become a "Asian Leopard" that has been killed halfway, extending its business to Southeast Asia, Europe, North America, etc., based on the share of nearly half of China's cloud computing market. Land, successfully rushed into the world's first echelon.

In a report for Alibaba Cloud, Gartner wrote that although Alibaba Cloud is a latecomer in the international market, it has more strength than Amazon AWS in infrastructure services such as basic cloud computing, data storage, and network services.

Chinese sample

The story of the Chinese market is the best proof that "Amazon is not inviolable."

Although it ranks first in the world with its first-mover advantage in cloud computing, in Asia, especially in China, Amazon AWS has not attacked the city like other markets.

According to IDC's survey data on China's public cloud IaaS market share in the first half of 2017, the top five companies are Aliyun (47.6%), Tencent Cloud (9.6%), Jinshan Cloud (6.5%), and China Telecom (6). %) and UCloud (5.5%), Amazon AWS is not among them.

The story of Amazon in the Chinese market is back to December 18, 2013. On the same day, Amazon AWS China and the Beijing Municipal Government and the Ningxia Hui Autonomous Region Government jointly announced a memorandum of understanding on cooperation to build a cloud computing development model for Beijing-Ningxia's former “shop” and “factory” to provide AWS cloud computing services to Chinese customers.

At the press conference, Andy Jesse, then head of Amazon's cloud services, said that AWS believes that the development prospects of the cloud computing market in China will be very broad, and there will be several successful companies in such a market.

But for more than two years, although the Amazon AWS global revenues have been rampant, the Chinese market has not made substantial progress. Until July 30, 2016, Amazon AWS authorized Halo New Network to provide and operate Amazon cloud technology and related services in Beijing, and Beijing's “front store plan” was considered commercial.

Even such a staged result is quite bumpy. In addition to being suspected of violating the rules, Amazon AWS chief cloud computing business consultant Zhang Xia told reporters that in order to comply with China's policy requirements on data security, before the official opening of the Beijing data center, Amazon AWS decided to have all data in the Chinese market independent of China and not connected to any data center in other regions.

But the policy entry barrier is clearly not the problem of Amazon AWS's setback in China. “The data security specification is a common requirement of major countries and regions in the world. The Chinese market has no particularity in this respect. Moreover, the foreign cloud computing entering the Chinese market is not limited to Amazon. The starting line of all foreign capital is the same.” The aforementioned IDC person said .

“Chinese cloud computing companies can pick up Amazon in the domestic market, or it is related to localization.” A Chinese cloud computing company analysts analyzed that cloud services are not like standardized products like mobile phones, and they need more localization support. This includes the market, technical team, and the mix of industry and even local government resources.

Just like the choice made by graffiti technology in China, before the Amazon AWS did not really get the license, the localization advantage of Chinese cloud computing enterprises is obviously more prominent.

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