The cloud infrastructure market in 2020 reflected society itself, with the richest companies getting richer and the ones at the bottom of the market getting poorer. It grew to $129 billion for the year, according to data from Synergy Research Group. That’s up from around $97 billion in 2019.

Synergy also reported that the cloud infra market reached $37 billion in the fourth quarter, up from $33 billion in the third quarter, and 35% from a year ago.

I’ve heard from every founder under the sun for the last nine months that the pandemic was accelerating digital transformation, and that a big part of that was an expedited shift to the cloud. These numbers would seem to bear that out.

As usual the big three were Amazon, Microsoft and Google, with Alibaba now firmly entrenched in fourth place and IBM falling back to fifth. But Microsoft grew more quickly than rival Amazon, reaching 20% market share at the end of 2020 for the first time. Keep in mind that the Redmond-based software giant has now doubled its share since 2017. That’s remarkably rapid rapid growth. Meanwhile Google and Alibaba took home 9% and 6%, respectively.

Here’s what that all looks like in chart form:

Amazon is an interesting case in that it has plateaued at around 33% for four straight years of Synergy data, but because it’s one-third share of an increasingly growing market, that means that it has kept growing its public cloud revenues as the category itself has expanded.

Amazon closed out the year with $12.74 billion in Q4 AWS revenue, putting it on a run rate of just over $50 billion for the first time. That was up from $11.6 billion the prior quarter. While Microsoft’s numbers are always difficult to parse from its earning’s reports, doing the math of 20% of $37 billion, it came in with $7.4 billion up from $5.9 billion last quarter.

Google brought in $3.3 billion, up from $2.98 billion in Q3 2020, and Alibaba pulled in $2.22 billion, up from $1.65 billion over the same time frame.

John Dinsdale, principal analyst at Synergy, says the leaders are pretty firmly entrenched at this point with huge absolute market numbers and also huge gaps between the cloud providers. “AWS has been a great success story for over 10 years now and it remains in an extremely strong market position despite increasing competition from a broad swathe of strong IT industry companies. That is a great testament both to Amazon and to the AWS leadership team and you’d have to suspect that will not change with the new regime,” he told me.

He sees Microsoft as a worthy rival, but one that is bound to hit a growth wall at some point. “It is certainly feasible that Microsoft will continue to narrow the gap between itself and Amazon, but the bigger Microsoft Azure becomes the tougher it is to maintain really high growth rates. That is just the law of large numbers.”

Meanwhile, market share at the bottom of the cloud infrastructure space continued to decline even while the number of dollars at stake have continued to expand dramatically. “The market share losers have been the large group of smaller cloud providers, who collectively have lost 13 percentage points of market share over the last 16 quarters,” Synergy wrote in a statement.

Dinsdale says all is not lost for these players, however. “Regarding the smaller players (or the big companies that have only a small market share), they can either focus on specific market niches (can be based around geography, service type or customer vertical) or they can try to offer a broad range of cloud services to a broad range of customers. Companies doing the former can do quite well, while companies doing the latter will find it extremely tough,” Dinsdale told me.

It’s worth noting that Canalys has slightly different numbers with a total market of around $142 billion and almost $40 billion for the quarter, but the percentages are in line with Synergy’s:

At some point the numbers get so big they almost cease to have meaning, but as large as the public cloud revenue numbers become, they remain a relatively small percentage of overall worldwide IT spend. According to Gartner estimates, worldwide IT spend in 2020 was $3.6 trillion (with a T). That means that the cloud infrastructure market accounted for just 3.85% of total spend in 2020.

Think about that for a moment: less than 4% of IT spend currently is on cloud infrastructure, leaving so much room for growth and for those billions to grow ever bigger in the coming years.

It would certainly make it more interesting if someone could come in and disrupt the leaders, but for now at least they are going to be hard to push out of the way unless something unforeseen and dramatic happens to the way we think about computing.

Google today announced the launch of Apigee X, the next major release of the Apgiee API management platform it acquired back in 2016.

“If you look at what’s happening — especially after the pandemic started in March last year — the volume of digital activities has gone up in every kind of industry, all kinds of use cases are coming up. And one of the things we see is the need for a really high-performance, reliable, global digital transformation platform,” Amit Zavery, Google Cloud’s head of platform, told me.

He noted that the number of API calls has gone up 47% from last year and that the platform now handles about 2.2 trillion API calls per year.

At the core of the updates are deeper integrations with Google Cloud’s AI, security and networking tools. In practice, this means Apigee users can now deploy their APIs across 24 Google Cloud regions, for example, and use Google’s caching services in more than 100 edge locations.

In addition, Apigee X now integrates with Google’s Cloud Armor firewall and its Cloud Identity Access Management platform. This also means that Apigee users won’t have to use third-party tools for their firewall and identity management needs.

“We do a lot of AI/ML-based anomaly detection and operations management,” Zavery explained. “We can predict any kind of malicious intent or any other things which might happen to those API calls or your traffic by embedding a lot of those insights into our API platform. I think [that] is a big improvement, as well as new features, especially in operations management, security management, vulnerability management and making those a core capability so that as a business, you don’t have to worry about all these things. It comes with the core capabilities and that is really where the front doors of digital front-ends can shine and customers can focus on that.”

The platform now also makes better use of Google’s AI capabilities to help users identify anomalies or predict traffic for peak seasons. The idea here is to help customers automate a lot of the standards automation tasks and, of course, improve security at the same time.

As Zavery stressed, API management is now about more than just managing traffic between applications. But more than just helping customers manage their digital transformation projects, the Apigee team is now thinking about what it calls “digital excellence.” “That’s how we’re thinking of the journey for customers moving from not just ‘hey, I can have a front end,’ but what about all the excellent things you want to do and how we can do that,” Zavery said.

“During these uncertain times, organizations worldwide are doubling-down on their API strategies to operate anywhere, automate processes, and deliver new digital experiences quickly and securely,” said James Fairweather, chief innovation officer at Pitney Bowes. “By powering APIs with new capabilities like reCAPTCHA Enterprise, Cloud Armor (WAF), and Cloud CDN, Apigee X makes it easy for enterprises like us to scale digital initiatives, and deliver innovative experiences to our customers, employees and partners.”

Events — when they haven’t been cancelled altogether in the last 12 months due to the global health pandemic — have gone virtual and online, and a wave of startups that are helping people create and participate in those experiences are seeing a surge of attention — and funding.

In the latest development, New York video startup TouchCast — which has developed a platform aimed at companies to produce lifelike, virtual conferences and other events without much technical heavy-lifting — has picked up funding of $55 million, money that co-founder and CEO Edo Segal said the startup will use to build out its services and teams after being “overrun by demand” in the wake of COVID-19.

The funding is being led by a strategic investor, Accenture Ventures — the investment arm of the systems integrator and consultancy behemoth — with Alexander Capital Ventures, Saatchi Invest, Ronald Lauder and other unnamed investors also participating. The startup up to now has been largely self-funded, and while Segal isn’t disclosing the valuation, he said it was definitely in the nine-figures (that is, somewhere in the large region of hundreds of millions of dollars).

Accenture has been using TouchCast’s technology for its own events, but that is likely just one part of its interest: Accenture also has a lot of corporate customers that tap it to build and implement interactive services, so potentially this could lead to more customers in TouchCast’s pipeline.

(Case in point: My interview with Segal, over Zoom, found me speaking to him in the middle of a vast aircraft hangar, with a 747 from one of the big airlines of the world — I won’t say which — parked behind him. He said he’d just come from a business pitch with the airline in question.)

A lot of what we have seen in virtual events, and in particular conferences, has to date been, effectively, a managed version of a group call on one of the established videoconferencing platforms like Zoom, Google’s Hangout, Microsoft’s Teams, Webex and so on.

You get a screen with participants’ individual video streams presented to you in a grid more reminiscent of the opening credits of the Brady Bunch or Hollywood Squares than an actual stage or venue.

There are some, of course, that are taking a much different route. Witness Apple’s online events in the last year, productions that have elevated what a virtual event can mean, with more detail and information, and less awkwardness, than an actual live event.

The problem is that not every company is Apple, unable to afford much less execute Hollywood-level presentations.

The essence of what TouchCast has built, as Segal describes it, is a platform that combines computer vision, video streaming technology and natural language processing to let other organizations create experiences that are closer to that of the iPhone giant’s than they are to a game show.

“We have created a platform so that all companies can create events like Apple’s,” Segal said. “We’re taking them on a journey beyond people sitting in their home offices.”

Yet “home office” remains the operative phrase. With TouchCast, people (the organizers and the onstage participants) still use basic videoconferencing solutions like Zoom and Teams — in their homes, even — to produce the action. But behind the scenes, TouchCast is taking those videos, using computer vision to trim out the people and place them into virtual “venues” so that they appear as if they are on stage in an actual conference.

These venues come from a selection of templates, or the organiser can arrange for a specific venue to be shot and used. And in addition to the actual event, TouchCast then also provides tools for audience members to participate with questions and to chat to each other. As the event is progressing, TouchCast also produces transcriptions and summaries of the key points for those who want them.

Segal said that TouchCast is not planning to make this a consumer-focused product, not even on the B2B2C side, but it’s preparing a feature so that when business conference organisers do want to hold a music segment with a special guest, those can be incorporated, too. (In all honesty, it seems like a small leap to use this for more consumer-focused events, too.)

TouchCast’s growth into a startup serving an audience of hungry and anxious event planners has been an interesting pivot that is a reminder to founders (and investors) that the right opportunities might not be the ones you think they are.

You might recall that the company first came out of stealth back in 2013, with former TechCrunch editor Erick Schonfeld one of the co-founders.

Back then, the company’s concept was to supercharge online video, by making it easier for creators to bring in interactive elements and media widgets into their work, to essentially make videos closer to the kind of interactivity and busy media mix that we find on web pages themselves.

All that might have been too clever by half. Or, it was simply not the right time for that technology. The service never made many waves, and one of my colleagues even assumed it had deadpooled at some point.

Not at all, it turns out. Segal (a serial entrepreneur who also used to work at AOL as VP of emerging platforms — AOL being the company that acquired TechCrunch and eventually became a part of Verizon) notes that the technology that TouchCast is using for its conferencing solution is essentially the same as what it built for its original video product.

After launching an earlier, less feature-rich version of what it has on the market today, it took the company about six months to retool it, adding in more mixed reality customization via the use of Unreal Engine, to make it what it is now, and to meet the demand it started to see from customers, who approached the startup for their own events after attending conferences held by others using TouchCast.

“It took us eight years to get to our overnight success story,” Segal joked.

Figures from Grand View Research cited by TouchCast estimate that virtual events will be a $400 billion business by 2027, and that has made for a pretty large array of companies building out experiences that will make those events worth attending, and putting on.

They include the likes of Hopin and Bizzabo — both of which have recently also raised big rounds — but also more enhanced services from the big, established players in videoconferencing like Zoom, Google, Microsoft, Cisco and more.

It’s no surprise to see Accenture throwing its hat into that ring as a backer of what it has decided is one of the more interesting technology players in that mix.

The reason is because many understand and now accept that — similar to working life in general — it’s very likely that even when we do return to “live” events, the virtual component, and the expectation that it will work well and be compelling enough to watch, is here to stay.

“Digital disruption, distributed workforces, and customer experience are the driving forces behind the need for companies to transform how they do business and move toward the future of work,” said Tom Lounibos, managing director, Accenture Ventures, in a statement. “For organizations to harness the power of virtual experiences to deliver business impact, the pandemic has shown that quality interactions and insights are needed. Our investment in Touchcast demonstrates our commitment to identifying the latest technologies that help address our clients’ critical business needs.”

Scratchpad is an early-stage startup that wants to make it easier for sales people to get information into Salesforce by placing a notation layer on top of it. Today, it announced a $13 million Series A led by Craft Ventures with participation from Accel.

The company has now raised a total of $16.6 million, including the $3.6 million seed round we covered in October. Co-founder and CEO Pouyan Salehi says that he wasn’t really looking to add capital, but the investors understood his vision and the money will help accelerate the product roadmap.

“To be honest, it actually wasn’t on our radar to raise again so soon after we raised what I consider a substantial seed. We had plenty of runway, but we started to see a lot of bottom-up user growth, this bottom-up motion just really started to take hold,” Salehi told me.

He says that lead investor David Sacks, who has built some successful startups himself, really got what they were trying to do, and the deal came together fairly easily. In fact, the company caught the attention of Craft because they were hearing about Scratchpad from their portfolio companies.

The bottoms up approach is certainly something we have seen with developer tools and with software for knowledge workers, but companies often take aim at sales through the sales manager, rather than trying directly to get salespeople to use a particular tool. This approach of getting the end users involved early allows them to gain traction with members of the sales team before approaching management about paid versions.

Traditionally, sales teams don’t like the tools that are thrust upon them. They are essentially databases and even with a visual interface, it doesn’t really match up with the way they work. Scratchpad gives them an interface like a spreadsheet or notes application that they are typically using to hack together a workflow, but with a direct connection to Salesforce.

What the paid tiers provide is a way to bring all this data together and get a bigger-picture view of what’s happening on the sales team, and it helps ensure that people are using Salesforce because the data in Scratchpad links to the Salesforce database automatically.

The company has completed the initial work of building the individual salesperson’s workspace, but the next phase, and part of what this capital is going to fund, is building the team workspace and seeing how this data can flow from individuals to a team view to give management more insight into what their individual reps are doing. This includes notes, which usually don’t make it into Salesforce, but provide a lot of context about interactions with customers.

It’s resonating with thousands of users (although Salehi didn’t want to share an exact customer number just yet). Customers include Autodesk, Brex, Lacework, Snowflake and Twilio.

Sacks says that he liked the viral way the product has been spreading. “Once a rep starts using Scratchpad, two things tend to happen: it becomes a daily habit, and they share it with their teammates. This phenomena of viral spread is rare and indicates a very strong product-market fit,” he said in a statement.