AWS’s bespoke approach to keep competition at bay

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Editor's note: In April 2020, Microsoft CEO Satya Nadella famously said, “We’ve seen two years’ worth of digital transformation in two months”, while delivering the company’s first quarterly earnings in the era of COVID-19. Mind you, the pandemic had just started and lockdowns across the world were forcing businesses to digitize their processes and operations, as well as their engagement channels with customers. Through the past two years, we’ve seen most technology service providers echo the sentiment. Ditto when I spoke last week to Vaishali Kasture, head of enterprise, mid-market and global businesses at Amazon Web Services India. Kasture said that over the past 24 months, AWS in India has seen many of their customers, including SMBs (short for small and medium-sized businesses) and mid-market organizations, as well as very large enterprises, adopt cloud services and infrastructure at a pace that would’ve otherwise taken a decade. “India is one of those unique markets where we’ve seen this sort of acceleration across different types of potential cloud buyers. We’ve not seen this pace of adoption and acceleration over the last 24 months across …