Invincible Amazon?

Is Amazon invincible? Is AWS on a path to winning it all and putting many startups out of business? Is AWS the new king that every other company must bow to? If AWS enters your business, must you pivot to something else? Is it true that no other company can match the rate of innovation from AWS?

The answer to all of these questions is a resounding No. Don’t let experts and commentators tell you otherwise. AWS is doing really well, but they are not invincible. AWS will continue doing well and is and will be a major player in the IT ecosystem.

However, if you were to accept AWS is unbeatable, you ignore the lessons of the history. Did we not think VMW is unbeatable in 2008, the very year, only handful of people started taking AWS seriously?

In my conversations at re:Invent with some smart people, it may be that we are seeing some early signals that next guys like Digital Ocean are disrupting AWS on lower end. Also, others like Docker are capturing the imagination of innovators.

I don’t know who will disrupt AWS or how will it happen, but I leave you with the graphic of this diffusion curve and where I think AWS is and what segment of market are bored with AWS. Make your own conclusions ☺.