All those who have attended the recent Invent Conference at Amazon Web Services or watched online sessions would perhaps be trying to utilize the entire implications of all the initiatives made by the company at the event.

It is a well-known fact that AWS has already transformed the fundamentals of computing and software development in the context of industries, with its amazing Infrastructure as a Service offerings, it is still working on its growth.

On the other hand, the Amazon parent company seems to possess a far broader ambition to significantly redefine the limits of competitive landscape to more than just the IT industry soon in the near future.

In the Spotlight

As there isn’t enough space here to enlist all the upcoming offerings revealed at re: Invent, by far, it is said that AWS have announced approximately 30 new product at the event. In fact, it looks like there were two or three times as many partner announcements at the conference.

The fresh offerings were aimed not only at strengthening current AWS capabilities but also targets to dramatically extend its reach to almost every software market segment and newly emerging tech.

AWS improvised its analytic offerings with a hot Athena serverless query service that assures of easing data analysis directly in Amazon Simple Storage Service (S3) utilizing a standard SQL.
The Glue fully managed ETL service by AWS will make it comparably easy for the users to manage data sources, prepare data, and relocate between data stores.

Here are the new announcements that happened of late:

  • AWS added Amazon Lex, and Polly and Rekognition, to give the building blocks to developers for the creation of voice and text-oriented AI applications.
  • In the realm of DevOps, AWS unveiled Lambda@Edge also, which enables users to execute their codes at different CloudFront edge locations without provisioning or managing servers.
  • X-Ray allows developers to examine and debug, any production and distributed applications, for example, microservices.
  • The new Blox open source software project by Amazon will enable customers to develop custom schedulers and merge them with third-party schedulers in ECS containers. The new CodeBuild development tool will help users in test codes in the cloud.
  • The Greengrass by AWS will enable users to run and operate IoT applications across AWS cloud and local devices. The AWS Lambda will facilitate this.
  • The next announcement, the Pinpoint, will make running targeted push notification campaigns easy for users to enhance user engagement in mobile apps while moving AWS into the world of user experience.
  • AWS announced a new Shield managed DDoS protection service that safeguards Web applications from attacks, a timely response to the recent service disruption caused by a targeted assault on Dyn last month.

The most dramatic moment came during the keynote presentations when the CEO of AWS, Mr Andrew Jassy presented the new Snowmobile exabyte-scale data transfer services and Snowball Edge petabyte-scale. They will be delivered through a 45-feet long rugged shipping container propelled by a semi-trailer truck! Not to surprise that Amazon recently said in a financial report that is also a transportation company now.

AWS have now capped off its laundry list of brand new offerings with a new Personal Health Dashboard service management portal that will provide users with a greater visibility throughout their AWS resources.

The company made an excellent job when they demonstrated the broad-based appeal and flexibility of its rapidly expanding service capabilities adding the new customer success stories from NASA’s Jet Propulsion Laboratory.

Combat Against Inefficiencies

The most striking thing about Amazon’s recent announcements and new capabilities was the way it has introduced a global service delivery infrastructure that is capable of moving into even broader adjacent areas and made more revenue streams at almost the same scale as AWS did over the next decade.

For example, during his opening presentation, the chief architect of AWS debated over the company’s achievement over custom computer chip development. He spoke about its global network, which could supposedly be used to make AWS an advanced telecommunications vendor.
He also explained how the company is using alternate energy sources to pump its data centers across the globe, which can be seen as an offering to the third-party customers in the near future.
More often, Jeff Bezos has claimed that the greatest strength of Amazon is to combat the old inefficiencies of currently running industries, such as IT or retail.

So, all those who question AWS’ leading abilities in the cloud services market should know that it is not only building on its marvelous success over the last decade but also manoeuvring for the duplication of its disruptive approach in more sectors for years to come.


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