The eyes of the IT world are on AWS this month for the cloud providers' flagship user conference, AWS re:Invent 2018, and many want to see how far it will go to appease its growing base of enterprise clients.
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Invent gets bigger every year. And there are no signs that either the conference or AWS plans to slow down. AWS continues to dominate the cloud market and roll out services at a blistering pace, even as Microsoft and others have emerged as viable alternatives. There will be plenty of interest at AWS re:Invent 2018 in how the provider addresses the latest trends in IT, particularly around containers and AI. And yet, many industry observers think it's also time for AWS to take a step back and consider a more holistic approach to its platform and its place in the IT landscape.
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For years, AWS publicly urged enterprises to go all-in on its cloud and dismissed hybrid cloud as counterproductive to future success. But despite its steadfast rhetoric, AWS has ceded to the demands of enterprise clients that have dozens, if not hundreds, of applications that are difficult to migrate.
"They talked about false cloud and fake cloud and used language like that to position public cloud very clearly," said Paul Miller, a Forrester Research analyst. "[But] behind the scenes, they understand the reality for most customers is hybrid."
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That hybrid strategy came to a head in 2017 with the rollout of VMware Cloud on AWS, a service that enables enterprises to port the familiar vSphere environment directly to Amazon's cloud. Recently added services extend some of AWS' software beyond its own network and into edge devices and private data centers.
Industry observers expect that strategy to go even further at AWS re:Invent 2018, particularly in light of this past August's public preview of an on-premises version of Amazon Relational Database Service (RDS) in conjunction with VMware.
"It's a completely new direction for them," said Deepak Mohan, a research director at IDC. "It's an acknowledgement that there is interest in higher-layer services, but maybe the way it's delivered is not through EC2 environments."
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Amazon RDS on VMware is essentially a SaaS version of AWS' database service, Mohan said, and could open the door to bring more of Amazon's services, such as RedShift, Aurora or its machine learning offerings, on premises.
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