AWS’ Zip Lock Mouth Syndrome

Amazon has a legitimate game changer on their hands and most of the thought leaders I talk with agree, Amazon Web Services should be called Awesome Web Services. In the last 2 days I have talked with 4 completely unrelated companies and at some point in the conversation it comes up "oh yeah, we’re building out on EC2" or "we’re using S3".

Case in point is DigiSense, run by a good friend of mine, Avery Lyford. In a nutshell, DigiSense provides managed service providers (MSPs) a turnkey system for disaster recovery and backup that is fully encrypted and integrated with Microsoft SBS and Active Directory. DigiSense provides all of the front end with encryption and out-of-the-box integration, Amazon S3 provides the backend storage infrastructure.

DigiSense is able to deliver this solution and reconfigure the economics that MSPs are currently saddled with because S3 takes a massive amount of cost, and risk, out of the system. It’s good for DigiSense because they deliver something that is order-of-magnitude better, and it’s good for MSPs because they can lower their cost structures and broaden their market opportunity while increasing margins.

You would think that Amazon would be touting these case studies and telling everyone who will listen about the new industry they are creating. Nothing, nada, zip, zero.

If this was just about Amazon it would be one thing, but the fact is that companies like DigiSense have an uphill battle with investors who don’t understand the radical shift in infrastructure that is occurring because of AWS. Amazon has an obligation to help the companies that have invested in them become successful not just by providing a great set of services, but also through leveraging their brand to promote their partner successes.

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