Well, I’ll give it to Microsoft: maybe they have an angle with IoT and enterprise. (Not to mention a rather creepy one.) In the end, though, only time will tell.
WARNING: This post is a commentary. If you’re looking for anything technically insightful, you might be disappointed.
Out of curiosity, I attended an Azure training event a few days ago with a group of colleagues at Microsoft’s Reactor in NYC. Though I’ve played with Azure a few times, I could definitely use more insight. (Since it’s been ages I’ve been to a training event, I also wondered if I was missing out on anything. I’ll admit that the food has gotten better.) Before I start, I commend Microsoft for having made leaps and strides in various respects, particularly with Linux and open source. Also, I should commend the staff who conducted the event. They were very helpful and considerate, and I can only imagine the difficulty in a situation where you are dealing with a room full of disgruntled developers. So, they performed well despite given constraints. Now, the actual event on other hand…that’s a different story. In many ways, it reminded me of my general impression of Microsoft these days: sometimes getting a little too ahead of themselves.
So, the general idea was a good one, introducing people to Azure using a hypothetically fun scenario. In this case, the scenario depicted was one where you help save astronauts on Mars, all through a series of printed-out “classified” tutorials on contemporary topics (IoT, serverless computing, etc.). Okay, decent concept. But the devil is in the details…First, the event space didn’t have enough bandwidth to accommodate the laptops of several dozen people. (As soon as I saw that there were no LAN jacks and that it was WiFi-only, I knew that we were in trouble. It’s common knowledge that between Windows updates and NuGet packages for project builds, you’re gonna need plenty of bandwidth.) Second, the presented materials were sometimes confusing (hyperlinks on printed paper, etc.) and were loosely tied to the general theme. For example, one exercise had us utilizing their face recognition API, which is separate from Azure for some reason. Exactly how this helps stranded astronauts and why we were using pictures of college students, I couldn’t tell you. Finally, the tutorials themselves were simple exercises of copying code and hitting menu options in order to showcase certain technological features.
However, there was no tutorial that gave a general idea of what Azure is really about: being a cloud platform. The basic framework was ignored (spinning up a VM instance, loading a new database, etc.) in order to tout its more niche features. Personally, though, I think that the goal of the marketing team should have been more practical and focused when planning this event. For example, use a theme of a skunkworks team within a larger organization. How could such a team leverage Azure to become innovative? In other words, provide inspiration and ammunition to your base of enterprise users that doesn’t currently use the cloud yet. Though I understand the marketing team’s goal: to appeal to both enterprise AND startup customers for Azure. Obviously, management has envisioned that as the strategy to overtake AWS.
Which, obviously, I think might be a mistake. For example, how many people with Arduinos and Raspberry Pis are looking to create IoT products with .NET Core? True, I’m not an expert, but after spending a few minutes with it, I still can’t see it winning too many hearts and minds. Instead of spreading their resources too thin, it might be beneficial to double-down on their bread and butter, especially since there’s already so much competition in other verticals. After all, there are plenty of enterprise customers to still win over. In fact, I can think of one or two opportunities in niche spaces that are hidden among enterprise users. I know that I don’t have the mile-high vantage point, so I’m not privy to certain details…but since I’m leery of wobbly ladders, I tend to prefer low-hanging fruit. 🙂