AWS re: Invent 2017 has become one of the most important technology events of the year, reaching 43,000 participants with sessions spread across six sites two miles along the Las Vegas Strip.
However, this carnival in the cloud is not only physically overwhelming. The never-ending stream of product announcements, feature enhancements and partnership agreements, as well as a series of secondary news from hackers in the cloud ecosystem exploiting the vast re: invent advertising, it's impossible to digest everything that happens, especially if you're in the middle of the noise and concussion that amplifies only the background noise of Las Vegas.
The 61 product announcements in 15 service categories demonstrate that AWS is trying not to allow customers to want, but overall they only worsen the complexity of the cloud and the herculean task of incorporating AWS services in the Conceptions and IT Strategies application.
It's hard to blame a company for publishing too many products and updating them too quickly. However, this can lead to a family problem for consumer product companies, namely the overload of choice.
The presence of choice can be attractive as a theory, but in reality, people can find more and more options to be truly debilitating.
The problem of choice is related to the information overload in which,
Having more options to choose from within a category will probably make the choice difficult because the differences between attractive options are reduced and the amount of information available about them increases.
In any case, AWS services are considered to be complicated problems that contain technical details, documentation, and relevant information.
Product strategy: see what sticks
AWS 'penchant for adding services and features shows its lineage as a technology arm of Amazon, a consumer goods retailer that aims to have something for everyone.
According to one measure, Amazon directly carries more than 12 million products, a number that is inflated nearly 30 times by including items from sellers in the market. Although having a lot of options when buying a TV or a pair of shoes is good, it can be confusing and counterproductive when it comes to selecting a VM instance or base. data.
Curatorship is a strange concept on Amazon, and as evidenced by the explosion of services, AWS. The problem is that the customer experience of a retailer versus a technology service provider is defined by different factors.
Making AWS a flea market that satisfies all the quirks of long-standing customers hampers the most important goal of guiding users and especially the large corporations that AWS wants to conquer their vision of a cloud-based future .
The problem of product overload is rampant in the technology industry, where it's easy to create custom references for every need. Product expansion starts with the best of intentions, more in line with the needs of each customer segment, but this strategy has unintended consequences. Buyers end up being confused as product development and marketing resources become diluted and compete for resources.
As a cloud watcher observed, Steve Jobs faced that when he returned to Apple. According to the biography of Walter Isaacson, he immediately began to reduce his portfolio by focusing on one product in each of the four segments.
A partner of the management consulting firm Bain describes the "defeat" of the proliferation of products in this way,
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