With the anticipated announcement of project Space Needle, Amazon is set to enter the increasingly crowded analytics space. In a market already occupied by the largest tech brands, Amazon is banking on traction from its existing web services customers.

Amazon has been building out its suite of data capture, storage, and processing solutions for years. Following the 2005 launch of Mechanical Turk, Amazon’s crowdsourced ‘artificial intelligence’ platform, and subsequent cloud-based storage and application solutions, the introduction of Space Needle is all about the battle to own workflow in an increasingly complex set of ecosystems.

Among the battle of the titans in the race to the top, consider the  range of market entry points and value props vying to command ownership  of user workflow.

  • Customer Relationship Management: CRM is the new ERP. Providing data-embedded workflow tools and analytics at massive scale, Salesforce.com will likely reach $7B in subscription revenue in 2015. As the new center of the enterprise universe, other application providers routinely entertain a Salesforce-first strategy to dovetail with the workflow of millions of business users.
  • Marketing Automation: Adobe owns the creative tools and creative workflow (brand and agency side) and has breadth of marketing tools and analytics along with growing data assets.
  • Productivity Tools: Microsoft owns the business desktop and defacto productivity tools (Office + Dynamics). With a strong push of its OneDrive cloud storage platform coupled with the launch of PowerBI, Microsoft is working to stay relevant in analytics.
  • Search: On top of its bread and butter indexing of the digital domain, Google is stealing desktop and productivity tool share from Microsoft while adding a growing set of general and role-based analytic tools.
  • Cloud Storage: Amazon’s AWS platform is the gold standard for affordable, on-demand cloud-based storage. Add analytics capabilities on top of the largest stash of enterprise data and Amazon is an instant workflow force.
  • Visualization: Tableau and Qlik dominate the visualization market, which sits comfortably atop enterprise data. With limited dimensions, new data as a service offers help to expand workflow touch points.

Outsell 300 NewThese disparate doors and the ever-present threat of consolidation make it difficult to project a winner-take-all scenario.

Source:  Outsell Insights