A new way for enterprises to use cloud, that prevents lock-in, has been unveiled by Google at its Cloud Next event in San Francisco.
“Cloud Next is held in San Francisco, London, and Tokyo to cater for the various markets,” said Mich Atagana, head of communications for Google Africa. “The event aims to bring together cloud developers to showcase the latest cloud. You can think of it as the Google IO event for executives.”
At a round table, a team of Googlers broke it down for those of us who aren’t cloud developers.
“There’s a lot of technicality in this event, and a lot of the magic could be lost on those who aren’t developers,” said Atagana. “That’s why we’ve assembled our Cloud team to demystify the technicality.”
Shai Morgan, head of Google Cloud Sub Saharan Africa, said: “Cloud Next started four years ago. The first one hosted 3600 attendees, while this year we hosted about 30,000. This shows the way Google moves across the industry and how we address businesses. We’ve seen large growth in our partner ecosystem. It used to be very niche players, and now it’s big players like Accenture and Deloitte using Google Cloud.”
Daniel Acton, regional tech lead for Cloud at Google, said: “We had a new CEO come in [for Google Cloud] and he said it’s all fair and well to talk about the benefits of the cloud, but it’s not always attainable for business.”
This is where Google comes in. It launched new products to assist businesses in customising the cloud, the transition to cloud platforms, and how much must remain on-premise.
First up is Anthos, a management system for hybrid environments.
Acton said: “Anthos addresses the journey to the cloud. Businesses know that this journey doesn’t happen at the snap of the fingers. Executives have to make carefully calculated decisions on how to get there. There’s also lots of friction to get to the cloud, with a big factor being cloud vendor lock-in.”
“One way to move a business to the cloud is through a ‘lift and shift’, which is simply moving all the components of the business off-premise and on the cloud. This isn’t always what a business needs. Anthos deals with “infrastructure modernisation”, which is how we go from what we got to what we need. That’s because not everything should be in the cloud.
“We give businesses that option for hybrid infrastructure. Anthos exists to help customers on their journey to the cloud. We realise this is a multi-cloud environment and provide our customers on-premise, a bridge, and computation on the cloud, for example.”
Morgan expanded on this and said: “It’s a bridge to the cloud and a very well managed bridge at that. For an enterprise customer, it’s complicated to move assets, manage skillsets, all while thinking about lock-in to a cloud vendor. Open source in an enterprise environment prevents lock-in. We work very closely with existing vendors, walking with them in their cloud journey but they can leave at any time.
“Anthos can run on Amazon Web Services (AWS) and Microsoft Azure. That’s the beauty of Open Source, no lock-in. Containerising is a method that’s popular in the cloud developer environment but moving these containers across these environments is not trivial currently. Anthos allows this to happen.”
This brings the second major feature: serverless computing.
Containers and serverless computing go hand-in-hand. Acton explained that containers are like pre-setup computers, where a developer doesn’t have to spend time setting up a virtual environment and can focus on writing code, which ultimately delivers business value. He compared the proliferation of containers to Java, with the “write once, run anyway” phrase.
Serverless computing is split into many levels. At a low level, the Google App Engine allows developers to write code, and it takes care of hosting and handling the load. This is similar to the AWS Lambda service.
The enterprise nature of Google Cloud is not exclusive to large enterprises.
“We address very small businesses as we treat our consumers,” said Morgan “They most likely use Gmail, Drive, Docs, and Calendar because those products are free and very easy to handle. Setting up an enterprise cloud environment is quite complicated.
“If one invests enough time and energy, one can start a business that adds value and has its computing backed by Google Cloud.”
Millennials turning 40: NOW will you stop targeting them?
It’s one of the most overused terms in youth marketing, and probably the most inaccurate, writes ARTHUR GOLDSTUCK
One of the most irritating buzzwords embraced by marketers in recent years is the term “millennial”. Most are clueless about its true meaning, and use it as a supposedly cool synonym for “young adults”. The flaw in this targeting – and the word “flaw” here is like calling the Grand Canyon a trench – is that it utterly ignores the meaning of the term. “Millennials” are formally defined as anyone born from 1980 to 2000, meaning they have typically come of age after the dawn of the millennium, or during the 21st century.
Think about that for a moment. Next year, the millennial will be formally defined as anyone aged from 20 to 40. So here you have an entire advertising, marketing and public relations industry hanging onto a cool definition, while in effect arguing that 40-year-olds are youths who want the same thing as newly-minted university graduates or job entrants.
When the communications industry discovers just how embarrassing its glib use of the term really is, it will no doubt pivot – millennial-speak for “changing your business model when it proves to be a disaster, but you still appear to be cool” – to the next big thing in generational theory.
That next big thing is currently Generation Z, or people born after the turn of the century. It’s very convenient to lump them all together and claim they have a different set of values and expectations to those who went before. Allegedly, they are engaged in a quest for experience, compared to millennials – the 19-year-olds and 39-olds alike – supposedly all on a quest for relevance.
In reality, all are part of Generation #, latching onto the latest hashtag trend that sweeps social media, desperate to go viral if they are producers of social content, desperate to have caught onto the trend before their peers.
The irony is that marketers’ quest for cutting edge target markets is, in reality, a hangover from the days when there was no such thing as generational theory, and marketing was all about clearly defined target markets. In the era of big data and mass personalization, that idea seems rather quaint.
Indeed, according to Grant Lapping, managing director of DataCore Media, it no longer matters who brands think their target market is.
“The reason for this is simple: with the technology and data digital marketers have access to today, we no longer need to limit our potential target audience to a set of personas or segments derived through customer research. While this type of customer segmentation was – and remains – important for engagements across traditional above-the-line engagements in mass media, digital marketing gives us the tools we need to target customers on a far more granular and personalised level.
“Where customer research gives us an indication of who the audience is, data can tell us exactly what they want and how they may behave.”
Netflix, he points out, is an example of a company that is changing its industry by avoiding audience segmentation, once the holy grail of entertainment.
In other words, it understands that 20-year-olds and 40-year-olds are very different – but so is everyone in between.
* Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter and Instagram on @art2gee
Robots coming to IFA
Robotics is no longer about mechanical humanoids, but rather becoming an interface between man and machine. That is a key message being delivered at next month’s IFA consumer electronics expo in Berlin. An entire hall will be devoted to IFA Next, which will not only offer a look into the future, but also show what form it will take.
The concepts are as varied as the exhibitors themselves. However, there are similarities in the various products, some more human than others, in the fascinating ways in which they establish a link between fun, learning and programming. In many cases, they are aimed at children and young people.
The following will be among the exhibitors making Hall 26 a must-visit:
Leju Robotics (Stand 115) from China is featuring what we all imagine a robot to be. The bipedal Aelos 1s can walk, dance and play football. And in carrying out all these actions it responds to spoken commands. But it also challenges young researchers to apply their creativity in programming it and teaching it new actions. And conversely, it also imparts scholastic knowledge.
Cubroid (Stand 231, KIRIA) from Korea starts off by promoting an independent approach to the way it deals with tasks. Multi-functional cubes, glowing as they play music, or equipped with a tiny rotating motor, join together like Lego pieces. Configuration and programming are thus combined, providing a basic idea of what constitutes artificial intelligence.
Spain is represented by Ebotics (Stand 218). This company is presenting an entire portfolio of building components, including the “Mint” educational program. The modular system explains about modern construction, programming and the entire field of robotics.
Elematec Corporation (Stand 208) from Japan is presenting the two-armed SCARA, which is not intended to deal with any tasks, but in particular to assist people with their work.
Everybot (Stand 231, KIRIA) from Japan approaches the concept of robotics by introducing an autonomous floor-cleaning machine, similar to a robot vacuum cleaner.
And Segway (Stand 222) is using a number of products to explain the modern approach to battery-powered locomotion.
IFA will take place at the Berlin Exhibition Grounds (ExpoCenter City) from 6 to 11 September 2019. For more information, visit www.ifa-berlin.com