The Good and Bad of Microsoft's Cloud Strategy

Microsoft is well positioned to give Amazon a run for its money in the cloud market, but it needs to break away from its Microsoft-centric approach. Seeing as how the cloud has been tied to digital transformation, and seeing as how more businesses are embarking on digital transformation projects, it makes perfect sense to me that cloud has been one of the hot topics at Microsoft's Ignite conference for enterprise IT, taking place this week in Atlanta. Microsoft has an interesting position in cloud, in that it was simultaneously early and late to the market. Almost 20 years ago, Microsoft launched Bing, and to support it, the company had to build out a massively scalable, global cloud network. Google had done this with its search platform, and Amazon had done similar to support its e-commerce business.