A 4SquareMedia Website

> Wearable Technology
> Appliances
> Automation
> Automotive
> Buyers Guide
> CEDIA 2010
> Comment
> Content & Downloads
> Digital Photography
> Gaming
> Green Energy
> HD
> Home Cinema
> Home Office
Broadband & Web Hosting
Desktop PCs
Microsoft Windows
Monitors And Screens
Notebooks & Tablets
Printers & Multi-Function
Security & Support
> How Stuff Works
> Installation
> Portable Players
> Media Centres
> Phones
> Real Sound
> Reviews
> Smart Awards 2013
> Smart Ideas
> Trio Awards 08
> TVs & Large Display
> Wireless & Networking
> Featured Reviews
> Advertising
> Competitions
> Contact
> Disclaimer
> Signup
> Terms & Conditions
> Subscribe to Newsletter
> Subscribe to Magazine

Top 10 Viewed Articles
  1. Who Has The Best LCD TV: Sony, Toshiba Or Samsung?
  2. FIRST LCD TV REVIEW: LG Scarlet 60 Vs Samsung Series 6
  3. Sony PS4 Not Far Away
  4. The Humble PC Gets A Whopping Makeover
  5. Sony Bravia LCD TVs Vs Samsung LED HD TVs Which is Best?
  6. Toshiba Working With Microsoft On New Entertainment Xbox
  7. Blu-ray Xbox 360 Planned By Microsoft
  8. Massive Failure Rate For Xbox 360 Exposed
  9. Free Sony PS3 Con
  10. How To Build Your Own Digital Media Server: Part I
Top 10 Viewed Reviews
  1. First Review: Samsung Series 7 LED TV
  2. Movies On-The-Go With Teac DVD Boombox
  3. Who Has The Best 32-inch Screen: Panasonic, Samsung, or Sony?
  4. Who Has The Best Home Theatre Kit? Denon vs Bose
  5. Every Bit Of Defence Counts
  6. New Denon Home Theatre Makes Bose Look Like Yesterdays Technology
  7. Best Media Player On The Market
  8. At $1,499 The Aldi Medion 17-inch Notebook Is A Steal
  9. Affordable Noise Cancelling Headphones That Work
  10. B&W 600 Speaker Delivers Real Sound


Amazon To Shake Up Oz Cloud: Analysts

By Oonagh Reidy | Thursday | 22/11/2012

Amazon invasion of Aussie cloud is a "smart play" say analysts.

The launch of Amazon Web Service (AWS) locally, although via third party suppliers offers a "compelling service," says Matt Oostveen, chief of research for IDC ANZ.

"Larger cloud companies tip toe around the fact data is not located within Oz and you can never negate that."

AWS is a unique service as its data centres are located within Australia, a "smart play" by the web giant as it will force competiting services to invest in local [data] centres and has certainly upped the ante, Oostveen told SmartHouse.

"An in-country presence is quite compelling for the end user."

"Its hard to discuss cloud without reference to governance, something which has been a major frustration in Australia...its hard to underestimate the importance of where the information is located."

The low latency associated with a local service is also another major pull to ASW which offers 20 services to Aussie customers including Elastic computer Cloud (EC2) including Virtual Private Cloud, Storage Gateway, RDS and SQS.

"AWS customers in Australia can now enjoy fast, low-latency access to the suite of AWS infrastructure services," Amazon announced last week and has local offices based in Sydney, Melbourne, and Perth.

Amazon now has a "major competitive advantage," says Oostveen, and the service allows organisations to streamline data instead of multiple cloud services.

Although it is charging a premium for the luxury of local cloud storage, customers will be willing to pay the premium, he believes.

"CIO's will now be able to shake hands with one organisation," noting "consolidation of IT is now a major objective of CIO's in 2013."

And that's not to mention the instantly recognisable brand name, Amazon - another differentiator in an increasingly crowded cloud computing market, says Oostveen, referring to "the power of Amazon market machine and brand presence around cloud" as another major pull factor.

And although cloud services are "growing rapidly," it's still a small proportion of total IT spent, around 7%, although this may grow to 9% in a few years time, the IDC analyst predicts.

So is Amazon's entry into the cloud market going to be a killer for smaller players locally?

"A lot of cloud providers may go out of business in the next 36 months - not a direct result of Amazon though, its a reflection of the sheer number of cloud providers out there," Oostveen predicts. 

"But Amazon won't be one of them."

Analysts Gartner also agree, predicting cloud usage will rise following Amazon entry with a local service.

"One of the inhibitors preventing enterprise users from buying public cloud or IaaS services more aggressively has been location of data outside Australia," says Rolf Jester, Gartner's Vice-President, IT Services Research.

"That's why several other providers, including IT service providers and outsourcers have been announcing offerings here based on data centres located in-country."

Demand for cloud/Infrastructure as a IaaS services is "real", he told SmartHouse. 

"Here at Symposium on the Gold Coast I have been speaking to IT executives from major enterprises including banks who want real cloud offerings, with real usage-based pricing, but are not necessarily yet finding the offerings they want from the providers on the market."

Aggregate expenditure on IaaS compute services in Australia will be $186 million this year alone and although it's small compared to traditional outsourcing, it will be the equivalent to about a tenth of the total infrastructure outsourcing market by 2016.

Print this article
Email this story to a friend
Link this story:
Link this page to delicious Link this page to Digg Link this page to Furlit Link this page to News Vine Link this page to Reddit Link this page to Spurl Link this page to Yahoo My Web RSS this section

New LG 65   New LG 65" Ultra High Definition TV, Complete With Pop Down Speakers: REVIEW
LG Australia has finally rolled out their 65" Ultra High Definition TV offering in Australia and what you get is a TV that delivers a quantum leap in TV technology and surprisingly a significantly improved sound system that is delivered from pop down speakers but the big question is whether it is worth $6,999.
Product Rating 4.5

Westfield To Split   Westfield To Split
Shopping giant to separate ANZ, international operation
Product Rating 0

REVIEW:Note 3 Is The Best There Is In Phablet Smartphones   REVIEW:Note 3 Is The Best There Is In Phablet Smartphones
If you are one of those people who love technology but struggle to manage the hundreds of apps and the endless capabilities that today's smartphones are capable of delivering then the new Samsung Note 3 is not for you.
Product Rating 5

Get the latest news
Subscribe today for your daily news of consumer electronic news...
Get the latest news

reaches over 2 million consumers a year. Contact us today about special deals..

For more information ...

Apr/May 2011 issue

reviews the hot new iPhone attach device, the Zeppelin Air. And we look at what's going on in the tablet space...