AWS is sick of waiting for your company to move to the cloud

AWS held its annual re:Invent customer conference last week in Las Vegas. Being Vegas, there was pageantry aplenty, of course, but this year’s model felt a bit different than in years past, lacking the onslaught of major announcements we are used to getting at this event.

Perhaps the pace of innovation could finally be slowing, but the company still had a few messages for attendees. For starters, AWS CEO Andy Jassy made it clear he’s tired of the slow pace of change inside the enterprise. In Jassy’s view, the time for incremental change is over, and it’s time to start moving to the cloud faster.

AWS also placed a couple of big bets this year in Vegas to help make that happen. The first involves AI and machine learning. The second, moving computing to the edge, closer to the business than the traditional cloud allows.

The question is what is driving these strategies? AWS had a clear head start in the cloud, and owns a third of the market, more than double its closest rival, Microsoft. The good news is that the market is still growing and will continue to do so for the foreseeable future. The bad news for AWS is that it can probably see Google and Microsoft beginning to resonate with more customers, and it’s looking for new ways to get a piece of the untapped part of the market to choose AWS.