Amazon S3 on AWS Outposts – An ASEAN Perspective, Part 2: What’s Next for Providers and Buyers

A. Amir

Summary Bullets:

  • Apart from providing technical certification and accreditation to partners, enhancing their consulting/advisory capability is also a crucial area for AWS to win in the region.
  • Enterprises with strict data residency requirements should consider migrating their data from on-premises to Amazon S3 on AWS Outposts to access the wide range of features and development tools offered by the hyperscaler as well as seamless integration with workloads in AWS Regions.

The first part of this post, Amazon S3 on AWS Outposts – An ASEAN Perspective, Part 1: Addressing Enterprises’ Key Concern in Data Storage,” analyzes the solution and how it will address the ASEAN market.

Despite the promising demand, ASEAN is a highly competitive market and has attracted various other players including Alibaba and Google Cloud. Microsoft has a strong presence and has been strengthening its footprint in the region. There are several areas AWS could consider to drive greater market impact in the region with Amazon S3 on AWS Outposts.

What’s Next for AWS

1. The Local Partners

AWS is actively expanding its ecosystem in the region, but most of its partners are still the regional players. However, most ASEAN enterprises are still new to cloud and prefer to partner with domestic players such as local system integrators and carriers for their local support and market understanding (e.g., regulation). The domestic players also have a significant customer base and strong brand reputations in their respective markets. This could enable AWS to extend its reach to a wider market and specific verticals within a country.

2. Consulting/Advisory Services

Apart from providing technical certification and accreditation to partners for migration and support services, enhancing their consulting/advisory capability is also a crucial area for AWS. This includes understanding customers’ challenges, co-developing new use cases, and mapping the solution benefits to business outcomes. Enterprises in the region are still in the early stage of digital transformation and cloud migration. Some of them are still struggling to find a tangible business case for their organization. Partners with strong consulting/advisory offerings can drive more successful engagements with enterprises, leading to commercial wins.

3. Differentiate with Market Leadership

The competition increases as various players from local providers to global hyperscalers are enhancing their portfolios and strengthening their market positions to capture their shares of the market. There could be some gaps between AWS and competitors, such as in ASEAN footprints, ERP integration, and local market understanding, but AWS could leverage its global and regional leadership in the public cloud sector to differentiate in the ASEAN market. It could highlight its strong brand reputation, comprehensive portfolio, vertical capabilities, customer references, global footprints, and wide partner network against competitors.

For Other Cloud Providers

Other hyperscalers could highlight their respective differentiators against AWS. For example, Google Cloud offers Google Cloud Storage and has wide interoperability support, such as GKE on-premises and on AWS as well as the recently launched BigQuery Omni that offers data analytics across different cloud platforms. This is important for enterprises to further drive operational efficiency through orchestration of data/workload across different cloud services and locations. Alibaba Cloud has its Object Storage Services offered from its facilities in Indonesia and Malaysia as well as on-premises through Apsara Stack. Oracle is disrupting the public cloud market leveraging its leadership in ERP to attract enterprises and could highlight better integration with its enterprise applications.

For Domestic Providers

Object storage services are commonly offered by domestic carriers and system integrators as well. While the domestic providers have an edge in better understanding of local market and customer needs, they could also consider partnering with AWS to offer Amazon S3 on AWS Outposts on customers’ premises or from their local data centers. This will enable them to offer wider options and address the diverse market demands. It will also provide them with a competitive advantage against other local providers that offer only homegrown solutions.

For Enterprises

Enterprises with strict data residency requirements should consider migrating their data from on-premises to Amazon S3 on AWS Outposts to access the wide range of features and development tools offered by the hyperscaler. It also offers them the flexibility to host the data either on-premises or with their preferred colocation partner. Enterprises should also start exploring edge computing use cases and collaborate with key ecosystem players such as AWS to co-create new applications. For enterprises with existing workloads in AWS Regions, Amazon S3 could offer better integration and orchestration across different applications through the same APIs and tools in both locations.

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