[Consideration] Reasons why AWS has a high usage share and why it has become popular

This is Ohara from the technical sales department.

Beyond supports multiple clouds, so we often work on projects and cases that use various cloud environments other than AWS, such as Azure and GCP, but we have the most experience implementing projects and cases that use AWS

AWS has a high usage share both in Japan and around the world, but the question arises as to why AWS has become so popular in the first place. I don't think it will be possible to maintain its top share solely because it has been providing groundbreaking infrastructure services since the dawn of cloud computing

In this article, we will mainly look at the reasons why AWS has become so popular in Japan

First, as data

Cloud server infrastructure share data

This Publickey article was published in August 2023, but AWS still has the highest usage share. It's unclear what the rankings will be in the future, but Azure's rapid rise is impressive

https://www.publickey1.jp/blog/23/awsgoogle_cloud20232synergy_researchcanalys.html

Google Keyword Planner data

We used Keyword Planner to check the volume and forecast data for search keywords on the Google search engine for the period from January 2022 to November 2023

We also included similar keywords such as "cloud" and "server," which are often associated with keyword searches, but the search volume for the keyword "AWS" is overwhelmingly higher

From this perspective, we can see that there are more searches for the keyword "AWS" than for "cloud." Therefore, it is safe to say that in general, "cloud = AWS" is recognized

A time when the concept of cloud computing did not exist

A server environment is required to run systems and applications, but before the modern concept of cloud computing existed, it was common to use hosting services provided by data centers, or purchase server network hardware or software, install it in a company's own server rack, and run it on-premises (physically)

However, when using hosting or on-premise (physical servers), it can be difficult to estimate (prior to) the required server performance and capacity, etc., while assuming stable operation of the system or application

Depending on the stability of the system or application, if the server's performance or capacity was insufficient, it could not be immediately prepared, which would slow down the recovery of lost opportunities. Conversely, if the server's performance or capacity was excessive, additional infrastructure costs would be incurred, so advance sizing was strict

Also, if you are using an on-premises (physical server), you will need to consider recovering from failures and breakdowns caused by aging hardware, and replacing the hardware when the manufacturer's maintenance expires

From the IT vendor's perspective, even if there was a project that required on-premise (physical server) requirements, there were cases where the IT vendor's financial condition meant that they were unable to participate in the project itself because they were unable to obtain lease or credit for procuring the server

Why AWS has become so popular

The reason why AWS has become so popular is thought to be that, as shown in the diagram above, a system has been created that allows its adoption to expand through the combination of various elements and continuous cycles

Here, I will discuss the issue, including my own personal views

1. Groundbreaking concepts and technologies

When using AWS's cloud infrastructure, the concept of "no initial costs, and using only what you need, when you need it" was revolutionary

AWS technology has made it possible for users to freely build and configure their own infrastructure, for example by combining functions such as EC2, ELB, and Auto Scaling to increase the fault tolerance of applications running on that infrastructure, or by using managed services such as S3 and RDS to increase system availability

AWS manages the hardware that makes up the AWS architecture, such as servers and networks, so even if a hardware failure or breakdown occurs, users do not need to maintain the hardware themselves

In addition, it has become easy to build and configure infrastructure on the go or from home, as long as you have a PC, an internet connection, and a credit card for payment, which has significantly changed the business styles of IT vendors and engineers

*By the way, I hear that recently there has been an increase in the number of engineers who have never seen the actual hardware case of a server

② Posting on blogs and in the media

Even before AWS became popular in Japan, there were articles introducing IT services and technical information on blogs and media online. However, compared to the current situation, I feel that there wasn't as much information online, especially about infrastructure such as servers and networks

Before the advent of cloud infrastructure technologies such as AWS, even if you wanted to learn more about infrastructure-related topics such as servers and networks, it was difficult to acquire systematic knowledge and skills without gaining experience by working for an infrastructure company, and it was sometimes difficult for individuals to do so because it cost a lot of money to purchase the hardware chassis

Later, with the emergence of technologies like AWS, coupled with the advent of smartphones, the spread of social media, and advances in web technology, businesses and individuals had more ways and opportunities to disseminate information online. Also, with a PC and internet access, individuals could easily connect to AWS and test and design and build overall infrastructure. Some people have even studied AWS on their own, deepening their knowledge and skills related to infrastructure

As a result, the number of IT vendors and media outlets publishing infrastructure-related technical blogs has likely increased significantly since then. In particular, the volume of information related to AWS is overwhelmingly greater than that of other cloud services, so if you want to find out more about AWS, you can easily access a wide range of information about it

So, with so much information available on the Internet, it's natural that you'll come across it in many places, so it's normal for engineers to think, "I'd like to try it out first."

3. Abundant study and qualification materials

When learning AWS knowledge and skills, there are many books and other materials for AWS technologies and certifications. Recently, there has been an increase in materials for learning other clouds, but AWS still tends to be more widely available

In terms of online learning, AWS Black Belt is an official AWS course, and other popular options include online marketplaces like Udemy and CloudLicense, providing a huge number of ways to learn about AWS in a systematic way

Even when learning about cloud computing technologies other than AWS, you will likely think in terms of AWS services. For example, if you learn about a managed database like RDS on a cloud computing platform other than AWS, you will likely think, "Oh, it's something like RDS." (This is the same mindset when it comes to projects and issues.)

So why does the abundance of learning and certification materials lead to the widespread adoption of AWS? This can be explained by the continuous cycle of steps A through D below. We believe that the increase in the number of people taking certification courses is also spurring an increase in projects and cases using AWS

・A: The environment is easy to learn because there are plenty of learning materials and tools.
・B: The wide variety of certification systems increases motivation.
・C: Proving your skills through certifications etc. leads to career advancement.
・D: For projects and cases, you want to use AWS, which you are familiar with.
*The same cycle continues from here on...

In addition, if you obtain cloud-related qualifications such as AWS, you may have an advantage when applying for employment at an IT company, and your current company may even offer you a qualification bonus

Recommended AWS Certification Study Books

◇ AWS Certification Exam Textbook AWS Certified Cloud Practitioner
◇ AWS Certification Exam Textbook AWS Certified Solutions Architect - Associate
◇ AWS Certification Exam Textbook & Questions AWS Certified Solutions Architect - Professional

4. Partner ecosystem

The AWS partner program and ecosystem is divided into various categories, such as consulting partners and technology partners, to support companies and organizations that introduce and utilize AWS. There are also many IT vendors that are AWS certified, so the number of AWS partners seems to be larger than the number of partners for other cloud services

This is largely due to the presence of "mega-partners" who have been working together with AWS since the concept of cloud computing first emerged, promoting AWS, and who have been recognized for their high performance and technical capabilities. The presence of these mega-partners has become a milestone for AWS cloud integration in Japan, and other IT vendors have followed suit

On the other hand, there were many IT vendors in Japan even before AWS became popular. This is thought to be due to the unique structure of the Japanese IT industry, where system integrators and distributors (IT trading companies) still have a strong influence. These system integrators already have many customers, and this, along with the synergy with the mega-partners mentioned above, is thought to have contributed to the widespread adoption of AWS

However, AWS itself offers over 200 different services, so even if there are many AWS partners, there may be cases where a single AWS partner cannot handle a project or case alone due to technical issues or resource constraints. In such cases, the AWS partner ecosystem is utilized, and projects and cases are carried out through collaboration between partner companies

Another factor that helps expand the network of partners is the system in which third-party companies that develop software, security tools, and other tools publish the services they develop in-house on the AWS Marketplace, where they are sold as options when using AWS

Incidentally, most third-party companies first collaborate with AWS and publish and sell their products on the AWS Marketplace, and then after gaining experience there, they expand to other cloud marketplaces

⑤ Various events and communities

The largest events officially held by AWS are the annual AWS re:Invent and AWS Summit, but AWS also holds conferences on various AWS technology fields, such as AWS Dev Day and AWS Serverless Day

Each event and conference provides ample opportunities to share the latest AWS information and best practices, hold technical sessions, and network, creating a system that continually increases the number of AWS users and fans

On the other hand, there is also an IT community called JAWS-UG (AWS Users Group – Japan), which is run by volunteers consisting of AWS users and related parties. AWS study sessions run by JAWS-UG are held regularly both online and offline, and the number of sessions and participants is among the highest in the Japanese IT community

Anyone interested in AWS is welcome to join the JAWS-UG community, regardless of their level of knowledge or skill. Participants come from a wide range of professions, including engineers, directors, marketers, salespeople, freelancers, and students

JAWS-UG is primarily run by AWS users who plan study sessions, take part in technical sessions, and present AWS knowledge and technology. By disseminating and sharing information from a user's perspective, it also provides a forum for users to express their unique perspectives and interact with other AWS users

I feel that the existence of JAWS-UG has also played a major role in the spread of AWS in Japan. For example, even if the appeal of the service is promoted by only the employees who provide AWS (the so-called "insiders"), it will inevitably be seen from the perspective of the provider/manufacturer, and it will inevitably have a sales-like feel to it

However, JAWS-UG's mission is to "disseminate and share information about AWS from a user's perspective," where actual AWS users share input and output about effective ways to use AWS, technical examples, and ideas. This allows the attendees to empathize with fellow AWS users and be persuasive

Incidentally, the study group participants are not only from IT vendors, but also many engineers from general companies. Engineers from these companies learn cloud technologies like AWS in order to develop their own internal systems in-house, and I think this has also had the effect of spreading the circle of communication between engineers from various industries

⑥ Abundant implementation examples and track record

Nowadays, even if you are not familiar with IT such as servers and cloud computing, many people have probably heard of the term "AWS."

Even with the popularity of AWS, it seems that its adoption in Japan did not proceed smoothly from the start. IT vendors and system integrators have a strong influence in Japan, and user companies also had concerns such as, "Is this infrastructure originating overseas?", "Will my monthly bill change with pay-as-you-go pricing?", and "What will happen if something goes wrong?". At the time, it was a situation where only a select few people understood the benefits of AWS and used it

It was under these circumstances that the Great East Japan Earthquake occurred in 2011. As a result of this disaster, many companies lost their on-premise data centers and servers, making it difficult to continue their business. Even the servers and websites of local governments that remained intact faced difficulties connecting to them due to the high volume of accesses made to them to gather information

To overcome this situation, they adopted cloud computing such as AWS. Although it was impossible to immediately prepare a new physical infrastructure, by utilizing the AWS infrastructure in the cloud, they were able to immediately begin work on restoring their website and systems

This series of events and cases proved the convenience, scalability, and immediate effectiveness of using the cloud, and with the opening of the AWS Tokyo region in 2011, the adoption of AWS in Japan also rapidly expanded

Furthermore, as the adoption of cloud services such as AWS has progressed, the variety of projects and cases that can be expected to be compatible with the cloud has also increased, such as campaign sites and other websites that are only available for a limited time, and social games that may experience sudden spikes in traffic

AWS has many such implementation examples and proven track records, regardless of the size of the company or organization, so it seems that a cycle of word-of-mouth communication has been created, where people empathize and think, "This example could be used in our company," or "examples lead to more examples."

summary

Above, we have considered the reasons why AWS has become so popular

There's no doubt that the spread of AWS has brought about a game-changer in the IT industry

Of course, there were various timing and turning points, but ultimately, I think it was the result of a successful business scheme and marketing that aimed to get people to use AWS