For the good of the information technology industry, and those employed in it, AWS must continue to offer an increasingly complex portfolio of services. The more effort it takes an organisation to use AWS effectively, the more jobs it creates for other people. This undue burden on AWS customers is a job creation program for everyone else. AWS is a giant star orbited by partner companies of various sizes and countless individuals, this is the AWS economy.
According to Gartner worldwide IT spending is $3.7 trillion, this is more than twice the size of the global oil industry at $1.7 trillion, and five times the size of the international metals and minerals market at $660 billion. IT spending is not just people buying things, it includes people doing things. The smiles of server and storage vendors have become a rictus of panic in trying to convince everyone their businesses are doing fine when they are not, the real spending is happening elsewhere.
While vendors capture most of the economic value from their intellectual property there is an expansive ecosystem of higher revenue but lower margin services provided around that intellectual property. This is a technological economy and every new service AWS offers increases the overall size of the AWS economy.
Independent software vendors selling products that use or run on AWS, consultants and system integrators who wrangle AWS for organisations and those developers who deploy code on AWS are all beneficiaries of the AWS economy. They are employed to do things AWS customers cannot or do not wish to do themselves. If AWS was easy and something organisations did not have to think about these other members of the AWS economy would not exist.
How large is the AWS economy? That is unknown but we can get a sense of how large it might be by looking at a peer. In 2017 Salesforce.com estimated that for every one dollar Salesforce earned the economy that operates around Salesforce made $3.67. For every one turn of the Salesforce crank the connected flywheel spun nearly four times.
By Salesforce’s estimates, between 2016 and 2022 Salesforce will facilitate the creation of 3.3 million jobs and generate $859 billion in new business revenue. Salesforce pitch this as an example of how Salesforce helps companies perform better. But it’s also a lot of consultants and sales people buying plane tickets, booking hotel rooms and going to see Salesforce customers to sell them products which integrate with Salesforce.
Is the AWS economy now measured in the billions? Yes. Hundreds of billions? Well, if it is not there yet it will be soon. Every new service for customers to make sense of and integrate with adds hundreds of millions of dollars to the AWS economy.
Andy Jassy will take the stage this week and will fire off a volley of new features. He may throw another service or five on the pile of ~90. He’ll probably mention something about databases, because Larry Ellison has been living rent free in Andy’s head for a while now.
Focusing on databases is good because if Oracle’s Autonomous Database strategy pays off, where automation does things junior DBAs used to, it will probably cost some junior Oracle DBAs their jobs. Those junior DBAs will look for other places to sell their time and a lot of them will land on whatever AWS is offering because that is where the future growth is. These will be new members of the AWS economy.
Amongst the noise and endless queues in Las Vegas this week do not forget that the more difficult it becomes to read the eye chart that is AWS’s service offerings, the better it is for members of the AWS economy.
So sit back, relax and listen to what the sages at Amazon have to say. Then know that many people elsewhere will be hired to make sense of it all..