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Posted by Frank Gillett on March 29, 2011
Today, Amazon announced the Amazon Cloud Drive. I think it is the first salvo in a series of steps that will lead Amazon to compete directly for the primary computing platform for individuals, as an online platform, as a device operating system, and as a maker of branded tablets.
Much of the attention is going to the Amazon Cloud Player, announced at the same time, which enables customers to stream music stored in Cloud Drive – Forrester’s Mark Mulligan blogged about that for Consumer Product Strategists (Amazon Beats Apple and Google to the Locker Room). But the general purpose design of Cloud Drive, combined with the long-term opportunities for personal cloud services, lead to a really interesting set of possibilities and insights into Amazon’s long-term strategy for Vendor Strategists trying to sort out the technologies and players of next-generation personal computing platforms.
The personal cloud is online services that work together to orchestrate and deliver work and personal information across personal digital devices (such as PCs, smartphones, and tablets) and is articulated in a July 2009 report. Amazon aims to join Apple, Facebook, Google, and Microsoft as contenders for personal cloud ecosystems that provide a core set of personal services across an individual’s work and personal devices and online services. Now Amazon has a bigger head start on this than another wannabe, HP’s webOS play, which I blogged about in February (HP Synergy, Not WebOS, Is What Will Differentiate HP).
Here’s where it looks like Amazon is going, based on my research into personal cloud ideas and players, and building on the excellent prediction by Sarah Rotman Epps that Amazon will compete in tablets (Why iPad 2 Won’t Have Much Competition In 2011—Unless It’s From Amazon). Amazon will:
All this will be built on their assets today, which consist of:
For vendor strategists, this means that Amazon will be shopping for interesting technologies and startups, and will become a formidable partner and competitor in the personal cloud services market that is forming to replace the PC and Web-driven personal computing experience of the previous two decades.
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