The public cloud filled with smoke, how can manufacturers such as Ali and Microsoft break through?
The public cloud has become a red sea, and the market price war is full of smoke, indicating that the Thousand Clouds war is about to start. Cloud computing technology is tending to be homogenized, and Ali and Microsoft should make a finalist battle.
Not only Internet giants such as BAT are vigorously developing public cloud platforms, telecom equipment manufacturers such as Huawei ZTE, operators such as telecom mobiles, and traditional retail companies such as Suning Wanda are also trying to occupy a place in the expanding public cloud market. Needless to say, there are Silicon Valley leaders such as Amazon AWS and Microsoft Azure in this industry, as well as dozens of startup companies that are eager to try.
The saying of "Thousand Clouds" may be exaggerated, but the intensity of market competition is self-evident.
In the first phase of public cloud development, leading vendors, whether Amazon, Microsoft, or Alibaba Cloud, focus on tempering their technical capabilities, providing high-availability, high-reliability platforms, and on the other hand, the most extensive Customer groups, especially small developers, promote services and increase service penetration. Many Internet startups are attracted by the flexibility and cost-effectiveness of the public cloud, whether it is Netflix, Snapchat, or domestic Weibo or Yingke. Such a strategy was followed by the latecomers, but it also caused one of the most serious problems of the public cloud: high homogeneity.
So, where is the way out for the public cloud market? In addition to continuous technical optimization, the bigger opportunity may be in the 2B field, which is to provide customized cloud computing solutions for vertical industry needs. Industrial clouds, retail clouds, and government clouds, these vertical markets have more potential to be tapped, and industrial clouds are likely to be the largest part of the volume.
In China, as early as June last year, Alibaba Cloud and Xugong Group jointly established the "Xugong Industrial Cloud." In addition, Alibaba Cloud has cooperated with a series of industrial manufacturing companies and government agencies such as BYD, Sinopec, 12306 and State Grid.
Recently, Ali has repeatedly made efforts in the field of industrial clouds. In November, at the Guangzhou Yunqi Conference, Alibaba Cloud announced that it will build an industrial Internet cloud platform in Guangdong and set up its industrial cloud headquarters in Guangzhou. In December, in the domestic manufacturing industry in Suzhou, Alibaba Cloud once again spread the heroic posts to local manufacturing companies with the theme of industrial cloud.
For the public cloud platform, the industrial cloud is a logically clear proposition. Liu Song, vice president of Alibaba Group, said that in the past years, the industry has accumulated a lot of industrial experience, as well as production processes, automation equipment and upstream and downstream supply chains. However, such a system is closed and isolated. Under the circumstance that social progress has forced the manufacturing industry to think about how to improve efficiency, the horizontalization of the system has become a trend that the industry has to accept. On a technical level, this means the underlying interconnect, data, intelligence, and open IaaS, as well as the upper-level industrial-grade SaaS. The commonality is a set of assets accumulated in the global Internet industry over the past 20 years. This set of assets can be translated into manufacturing.
From the perspective of manufacturing companies, jumping away from vertical superposition thinking, cooperation with the Internet and cloud computing companies can help maximize efficiency. The close cooperation between industry experts and data and algorithm experts will drive innovation in manufacturing automation and intelligence.
The public cloud platform in the United States also saw this. At the end of October, GE CEO John Franelli and Microsoft CEO Satya Nadella announced that GE's Predix industrial Internet platform and Microsoft Azure public cloud have deeper integration. Predix is ​​GE's software platform that connects industrial equipment to computers to predict equipment reliability and reduce operating costs. In the future, Microsoft Azure will offer a range of features from Predix.
Experts in the industry at the time estimated that by connecting aircraft engines, gas turbines and locomotives to the Industrial Internet to optimize equipment performance, global GDP would increase by 10 trillion to 15 trillion US dollars in the next few years. Kevin Dallas, vice president of corporate intelligence cloud development at Microsoft, said: "We will reverse the productivity curve by digitizing industrial products, whether aircraft engines or elevators."
In addition to the giants, new entrants to the cloud computing market have also seen the opportunities brought by industrial clouds. According to sources from China Telecom in a certain city in southern Jiangsu, how to challenge Alibaba Cloud in the public cloud market, industrial cloud and government cloud has become a breakthrough point for consensus within the telecom cloud. Compared with the government cloud with stronger policy and more consideration of corporate government relations, the industrial cloud will be the focus of telecom cloud business development in the short term.
In the past year, the price war in the domestic public cloud market has been filled with smoke, and behind this is the homogenization of cloud computing technology. Different cloud computing services are more flexible, heterogeneous management, high reliability, high availability and other performance indicators, and the differentiation space is getting smaller and smaller. This has also caused a survival crisis for many second- and third-line public cloud platforms. For example, there is news recently that due to performance pressure, Wanda Cloud is in the process of dismissing new employees who are about to end their probationary period and shrinking their scale. Liu Liang, CEO of Cloud, revealed that the entire industry is generally in a state of loss, and many companies have gross margins.
To get out of this Red Sea, the public cloud itself must think about how to provide customers with more valuable technology and services. In the short term, a new round of breakthroughs at the technical level is unlikely, and how to provide customized services to the vertical industries such as manufacturing and even to solve the subscription system is likely to be a path for the public cloud to differentiate and enter the blue ocean.
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