Las Vegas, in the Midwestern state of Nevada, is the famous casino and City of the night.

"What happens in Vegas, stays in Vegas." "(What happens in Las Vegas, let it stay in Las Vegas). Las Vegas, in the Midwestern state of Nevada, is the famous casino and City of the night. In this desert city stands dozens of luxurious and splendid hotels, with countless slots and tables and other gambling stalls, more feasting nightclubs, performance shows, luxury shops, is the most attractive tourist destinations in the United States, and CES (Consumer electronics exhibition), such as the preferred venue for various major conferences.

This year's Amazon AWS re:invent cloud service also chose to be held in Las Vegas, the city's most luxurious hotel in the Venetian (The Venetian). This is the most important annual meeting of Amazon. When it comes to Amazon, perhaps most people will think about the global electric platform and the digital media platform, or the E-reader kindle and the Kindle Fire, but the big power has another market-oriented business--the public cloud services for businesses in the AWS sector.

In the field of electric business, Amazon is a worthy giant. Amazon's online sales last year were $61 billion trillion, which accounted for almost one-third of the market. Amazon's retail sales are even more than the sum of all the other 12 largest online retailers in the United States, according to the Wall Street Journal data. But in the cloud services AWS Market, Amazon's dominance also cannot be shaken. Amazon launched the S3 (simple Storage service, easy storage services) as early as 2006 and is the first company in the technology industry to provide cloud services.

After more than seven years of development, Amazon AWS is currently the largest public cloud market service provider, for the large and medium-sized hundreds of thousands of companies to provide a complete cloud services. Amazon AWS's market share is five times times the sum of the other 14 major companies, according to Gartner, an authoritative market-research firm.

Although Amazon has never been reluctant to disclose specific performance details, Macquarie analysts expect Amazon's AWS revenue to close to $4 billion last year, according to the Macquarie analyst. Amazon CEO Bezos Jeff Bezos is predicting that AWS will become Amazon's biggest business, although it cannot compare with the huge sales of more than $60 billion trillion in the electricity business sector. Although Bezos did not propose a timetable for this, Amazon's focus on the AWS business is evident.

This year is Amazon's second AWS Conference, although the ticket price of 2100 U.S. dollars, far more than Apple WWDC and Google I/O conference, but a total of more than 9,000 people from 57 countries attended the meeting. Bezos himself did not attend the meeting, with Amazon senior vice president and AWS Head Andy Jessi Andy Jassy. Among the participants in the Conference, the proportion of start-up companies, Medium-sized Enterprises and large enterprise users accounted for One-third.

Jessie says the AWS conference is not a business marketing conference, but is intended to help participants learn and familiarize themselves with AWS Services and the help they can bring to their business. Of the 175 chapters of the Conference, 40% were delivered by Amazon Cloud services customers and partners. For the participating enterprises, through the three-day AWS conference and nearly 200 chapters discussion, to further familiarize and understand the new cloud services, can more effectively save their company a lot of money and time costs.

Amazon's electricity business platform is a low-cost service to win, and AWS's success is the same way. Flexible, scalable, low-cost infrastructure services, Amazon Cloud services firmly occupy the market dominance. Thanks to Amazon's cloud services, businesses don't have to spend a lot of time, manpower, and capital costs on many IT services, such as software, hardware, installation, commissioning, and maintenance, to the Amazon AWS Service for operations, storage, networking, applications, and management.

Moreover, the purchase of AWS Services can also save large amounts of money for the enterprise, who can flexibly purchase AWS Cloud-based Services based on demand, instead of building data centers as before, fearing that too much procurement is wasteful in the off-season, or that insufficient procurement can cope with peak business demand.

Whether it's Pfizer, Unilever, or an internet company like Netflix or Yelp, or a start-up upstart like Flipboard and Pinerest, they all use the cloud computing services Amazon offers And even professional cloud storage services, such as Dropbox and Box, are built on Amazon's AWS base. U.S. short-term rental website Airbnb from the first day of business to deploy all IT systems on AWS, the hot start-up company monthly active users have 9 million people, but only 5 IT managers.

and Qihoo 360, millet and other Chinese companies in the internationalization of the road is also based on Amazon Cloud services, thereby effectively saving IT department of funds, manpower and time and many other costs. With Amazon AWS Service, Qihoo 360 reduces the time it uses for international market deployment from a few months from the traditional data center hosting approach, and a 30% reduction in content distribution costs.

At this AWS conference, Amazon also continued to release workspace, AppStream, Kinesis and other new services products. All of these services are dedicated to reducing the burden on enterprise users and developers, allowing companies to focus more on their products and user experiences without worrying about the limitations of it conditions. This is also the main reason why Internet startups use Amazon AWS heavily. In the words of an image, a start-up company can start an office business with a credit card.

Amazon Workspaces is a complete set of cloud desktop computing services. With this service, enterprise users can easily provide a fully managed, cloud-based desktop experience for end users without worrying about purchasing or deploying hardware and installing complex software. Amazon Workspaces will be responsible for hardware and software management and maintenance of all the heavy work, to ensure that enterprise users can focus on providing end users with High-quality desktop experience.

Amazon AppStream is a flexible, low-latency streaming cloud computing service that allows developers to use resource-intensive applications such as streaming SD games or interactive high-definition applications from the cloud. With this service, content is rendered in the cloud, and end users can still enjoy high-definition, responsive content experience on their devices. Developers have the flexibility to stream their entire application or the part of the application that requires additional resources.

In an interview with the media after the keynote address, Jesse talked about how Amazon and corporate users had a lot of communication to understand the specific needs of their users and help them move to the cloud. He stressed that for Amazon AWS, user demand is the biggest driving force. Jessie believes that the cloud services market is a huge market, Amazon and many other partners are involved, and Amazon will be based on the needs of users to provide a variety of sophisticated services.

Today, Amazon AWS has formed an ecosystem, in addition to Amazon, there are many service providers on the AWS platform for business users to provide a number of services. But at the same time, Amazon is constantly refining its own service system to speed up the new pace of service and products, Jessie said, 2010 AWS released 61 products and Services, 2011 is 82, 2012 is 159, the end of this year is expected to exceed 200 new products and services.

The economy of scale is also one of his many strengths: with the world's largest enterprise IT service users, Amazon can buy servers, reduce prices of products and services, and provide better services. According to third party data, Amazon AWS now has nearly 160,000 servers, and this does not include AWS's dedicated government-oriented servers.

Data security is undoubtedly the primary problem of cloud services. Cloud data security has become the biggest concern for consumers and business users after a "Prism gate" scandal erupted this year over the US government's monitoring of data through technology companies. Amazon and Twitter's two companies have been surprisingly sidelined as internet companies such as Google, Microsoft, Apple, Facebook and Yahoo have fallen into the fray. In the face of the reporter's question about prism doors, Jesse did not elaborate, but said that users are most concerned about data security and privacy, so Amazon also sees this as a top priority.

While giants such as IBM, Microsoft and Google are also moving into the cloud services market, trying to compete with consumers by driving down prices, Amazon AWS remains firmly in the market, even starting to scramble for IBM's traditional customers in government cloud services.

Earlier this year, Amazon AWS successfully won a US Central Intelligence Agency (CIA) 600 million-dollar cloud service order from IBM, and even brought two companies to court. Eventually, Amazon passed the federal court's verdict, winning the symbolic cake.

Flexible and convenient is a big advantage, users use AWS services do not need to purchase hardware, and not limited to a middleware or operating system. While low prices are another feature of AWS, AWS has slashed prices 31 times in seven years. Earlier last year, Amazon cut the price of S3 by 40%, cutting the price of EC2 (Flexible cloud computing services) by 30%.

Interestingly, Amazon divides the electrical business sector and the AWS Division into two separate divisions, like the two territories of a kingdom. Matt Wood, general manager of Amazon's AWS Division, explains that the electric business sector has a different competitor to AWS, such as Netflix, a competitor to Amazon's streaming media sector, and an important user of the AWS sector. and AWS serves as its own user.

But in fact, AWS has also brought a lot of impetus to Amazon's electricity business sector. When competing with ebay for small businesses, they are more likely to sell on Amazon because they themselves use Amazon AWS Services. Third-party businesses now account for Amazon's platform, with sales reaching 30%. The success of Amazon's business and streaming media business is also underpinned by the power of AWS.

On Amazon's original intention to launch AWS, there is an interesting saying: Amazon found itself buying a lot of servers, idle is also waste, as well as to the IT resources scarce enterprises to provide cloud services. The cloud services market was only just getting started, but as the AWS sector and the total number of users grew dramatically, the status of the Amazon was rising, becoming the most prized sector for Bezos.

With the advent of the cloud era, especially the trend of the public cloud, AWS is becoming another Amazon brand. And the success of AWS is still typical of Amazon's corporate culture: the use of low-cost, high-quality, flexible products to win users. This is the secret of Amazon's success and the rise of AWS.