By Jane Dornemann

You’re ready to embark on your next content marketing campaign and you’ve decided an ebook is the way to go. This may sound simple, but the truth is, there are so many types of ebook that it can feel like going into an ice cream parlor—everything looks good, but only one flavor will win you over. And you don’t want to choose an ebook that will have you gazing at your companion’s double scoop, wishing you’d gone with a different option. 

In this blog post, we offer five criteria that will help you narrow down the type of ebook that’s right for your campaign. 

1. Audience: If your audience is at the beginning of their buying journey, then your flavor is… 

Neapolitan 

This ebook targets readers who are new to your brand and focuses on creating awareness. It spotlights basic business value propositions and how those differ from competing solutions. These ebooks provide a high-level overview of ways the solution(s) can help solve readers’ problems. Keep the content between three and six pages, as you don’t want to bombard your audience with too much information. Remember: chocolate, vanilla, and strawberry: Set the stage by showing you understand the challenge, explain how the product works, and support your claims with a customer success story. 

2. Depth: If you need to detail product use cases and solution architectures, then your flavor is… 

Dark chocolate 

Product-centric ebooks are like dark chocolate—some people love it, nay, need it, while others are a hard pass for the moment—which makes knowing your audience especially crucial when choosing this flavor. Your readers should be mid-funnel and want to learn specifics about your offering and how your product compares to other options. Because this flavor is a more overt sell, keep the content straightforward and informative. Follow it up with a call to action that moves them closer to conversion, such as watching a demo, signing up for a trial, or speaking with an agent. It’s rich in flavor, it stands out, and it’s key to getting your reader to buy what you’re selling. 

3. Breadth: If you’re trying to appeal to a broad audience, then your flavor is… 

Rocky road 

Sometimes you want to mix it up—but this only works if everything makes sense altogether. (In restaurants, this is called a “chaos menu.”) If you want an all-of-the-above mash-up—product and feature descriptions, tips and advice, case studies, a predictive analysis on what’s next, and partners’ capabilities—make sure you delineate sections and arrange information so that it flows organically. Make it easier for a discerning reader to find the parts they’re most interested in while supporting read-throughs with clear connections from one item to the next. For example, if you spend one chapter highlighting a product and its features, transition into a product-centered customer success story or include a graphic illustrating how the product works with customer systems. If your ebook covers multiple topics, think about topic progression. For example, if you offer migration and modernization services, start with migration and move into modernization, (not vice versa, nor jumping back and forth between the two). 

4. Positioning: If you offer a new concept or framework that makes you stand out among competitors, then your flavor is… 

Lavender honey 

This ebook flavor is ideal for demonstrating your brand’s thought leadership by sharing expertise-based, innovative ideas. This isn’t for ice cream newbies; the content should target mid-to-late funnel readers, including current customers you want to upsell. Your readers don’t need to learn about what your business does or its value. Your already-invested audience wants confirmation that you’re deeply familiar with their industry’s unique challenges so they can turn to you for an effective, experience-filled approach to problem solving—now and in the future. These ebooks tend to be longer and can be up to 12 pages. They can include forward-thinking concepts such as perceived future trends, case studies, research, guidance, and scenarios. 

5. Collaboration: If you want to showcase how your organization or solution works with a large cloud provider, then your flavor is… 

Berries and cream 

Some campaigns are based on joint solutions that explain how two offerings provide something better together for shared customers. Create this flavor by turning the collaborative benefit into a theme throughout the ebook. You don’t want berries on one side and cream on the other. Chances are that your reader is familiar with your brand or your partner’s, but they may not have tried the mélange. Briefly describe each of your flavors and make evident why they taste so good together—better than any competitor combo. Explain what your reader can accomplish with your integrations, demonstrate your capabilities through a customer story, and wrap up with a summary of sweet benefits. Or a napkin. Either one. 

We’ve spilled many secret ingredients of our successful ebooks with you, but those are only the cherries on top. To recruit our Michelin Star–worthy word chefs for your next ebook, contact us

By Jane Dornemann

Image of a yellow and purple hot air balloon along the right edge of image with floating words that read Cloud Cover Volume 24 in purple font.

Ma’am, I’m going to have to call security 

  • Once again, Washington officials and private sector executives are accusing Microsoft of dropping the ball following another hacking incident. Russian spies (Is this real life?) breached Microsoft’s systems to gain access to senior executives’ emails. They were full of sensitive information like, “Re: Chipotle for lunch??” and Teams messages such as, “I slowly feel my soul dying with every second of this quarterly meeting.” All parties (except Microsoft) say this was a fully avoidable incident, prompting U.S. officials to publicly state that the government needs to “reevaluate its dependence on Microsoft.” 

Wheelin’ and dealin’ 

  • Hold the (Voda)phone, there’s a big new deal in town: The telecom company signed a $1.5B, 10-year agreement with Microsoft. (They stole the deal right out from under me because I didn’t have change for a $20.) The goals of this deal run the gamut, from targeting SMBs to improving financial inclusion in Africa. And of course, transforming the customer experience with generative AI. Can’t take a single breath without that these days. 
  • Space Force (Again, real life?) is tapping Microsoft to build a cloud-based, simulated space environment. It will incorporate augmented reality via HoloLens headsets and serve as a training vehicle that allows participants to interact with digital copies in orbit. (Can you imagine tripping on LSD in that thing?! PLUTO LOOKED INTO MY SOUL and then he gave me a bucket of fried chicken.) 
  • Walmart, everyone’s favorite spot to get really depressed about the state of humanity, is working with Microsoft on new AI solutions for Walmart customers. For example, using AI to answer a customer’s query and generate personalized responses. Naturally, the sample photo is of someone buying one bag of Doritos from Walmart online. Because we are Americans and that’s what we do. 
  • The Walmart stuff arrives just as Microsoft announces its play to bring generative AI to retailers, particularly through Copilot. This includes Copilot templates that retailers can personalize across the buyer journey, AI to generate insights, and generative AI for marketing campaigns. SymphonyAI is working with Microsoft to bring predictive and generative AI to retail. 
  • Choice Hotels International, a large hospitality chain that includes Comfort Inn and Econo Lodge, has fully migrated to AWS for all its operations. But what’s really important here are the (real life) online reviews for Choice Hotels, such as, “There were meth syringes by our truck in the morning and the room smelled like piss” and “I was given a king suite with blood on the covers and zero hangers.” ZERO HANGERS!!!! 

World domination 

  • Nothing makes a $1.5B Microsoft-Vodafone deal look bad like moving the decimal mark over a whole place, which AWS has done with its $15B investment in Japan. Those dolla dolla bills are going toward expanding AWS Cloud infrastructure and supporting AI computing needs in the country. Google and Microsoft have also been going heavier on investments in Japan, and all three have deals with the country’s government, but this gives AWS the largest presence of them all. 
  • AWS had some spare change left over after that, and decided to invest in…Mississippi? Uh, OK…I guess why not. The company is spending $10B to build a data center in the greater Jackson area. Well, that’s great because this project should bring some much-needed funds to the area…EXCEPT that it’s 100% corporate-tax exempt. During a “special session,” they decided that the state itself has to provide $44M in funds for tasks like workforce training. For AWS. Also, the state must loan a ton of money to the county to build a sewer system. For AWS. But hey, what a deal (for AWS), amiright! 
  • As tensions rise between the U.S. and China (Americans are asked to “reconsider travel to China”)—along with an Executive Order limiting chipmakers in Chinese business dealings—Microsoft is uncertain about the fate of its Beijing-based AI lab. With China accounting for $212B in Microsoft sales, Microsoft doesn’t yet have an answer to the Biden administration’s request to pull the lab entirely. 
  • Is it just me or is it Chile in here? AWS got the green light to build a $205M data center in Santiago. This will be the first AWS data center in the country. 
  • AWS has won three contracts with the UK government—valued at about $1B dollars—a sign that the British government is deeply locked into AWS services. 
  • Microsoft customers can now store all their personal data in the EU, a place with real privacy laws…a place where people don’t order Doritos online from retailers that take out “dead peasants” life insurance policies on their employees. ::Looks longingly toward the Atlantic:: 

Gossip (for nerds) 

  • After beating Apple to briefly become the most valuable company in the world (and becoming the second company to ever reach a $3T market cap), Microsoft reported a 33% profit increase and an 18% jump in revenue. (Can’t wait for more layoff news. Oh, wait…) 
  • AWS has hired a guy who makes shirt choices that are bold but still socially acceptable. “Damn it! Honey, the AWS folks need a new headshot, and I told them I’m still on vacation! Ugh, just snap me right here. How’s my hair?” “You look great, sweetie, and don’t worry, this will probably just go on some ID badge and not in globally available news.” The new CFO was formerly Amazon’s operations and logistics manager. Now that I know his name I’ll be calling him for answers on what happened to Prime’s 24-hour delivery promise. 
  • Ashish Dhawan, who was the managing director of AWS enterprise workload sales, has moved to NetApp
  • Google hired a former Okta and Microsoft exec to be its new AI leader, driving the company’s AI go-to-market strategy. 
  • It’s official—the FTC is poking around the partnerships between Microsoft (and four other big tech companies, including AWS) and AI companies. Reading between the lines, this feels less about concern for society and more about the government fearing a loss of power to tech companies. I can’t WAIT for this hearing, where we’ll surely be entertained with questions from officials along the lines of, “Could the Google make me into an AI? This feels dangerous,” and, “It is my understanding that AI can connect to the internet, is that really necessary?” 

New stuff 

  • Please find the most gossipy person you know and have them apply to AWS, because I NEED to know where this new AWS Secret Region is. It’s only for the U.S. Intelligence Community, which frankly I think I should be working for, because you wouldn’t believe what strangers have felt compelled to tell me on my travels. I basically already work for the Intelligence Community and should know where this is. 
  • AWS has introduced a new SME partner competency: SMBs. 30 Partners (including Trellix) have already achieved the Small and Medium Business Competency and offer a range of services and solutions specific to SMBs, such as security, storage, migration, and AI. 
  • To make OpenAI even more accessible, Microsoft is working on a smaller, cheaper version for those of us living in the gutter. It has compiled a team to develop a conversational AI that requires less computing power. In this case, they just have to “do less with less.” 
  • You can now get Copilot Pro for $20 a month, meaning I can use that $20 from my failed Vodafone deal. For small businesses, there’s a Copilot virtual assistant that Microsoft 365 customers can purchase. 
  • Microsoft has launched new partner benefits, which include access to Copilot, product licenses, and Azure credits. 
  • Check out this announcement for Microsoft Mesh, featuring avatars that, for some reason, have no bottom half to their bodies. Mesh “powers 3D immersive experiences” for hybrid workers so interactions “feel more face-to-face” (except for dunno why, the bottom half of bodies). 
  • Microsoft and Norwegian software company Cognite are collaborating to build data tools and copilots to help industrial companies improve operations using Microsoft Fabric. 
  • Digital and cloud transformation company Mastek is strategically collaborating with Microsoft to build industry-specific solutions using Azure OpenAI. 
  • Sony, Honda, and Microsoft are one big happy family that will make Afeela, an electric car. Here we go: Afeela a joke coming on. 
  • Siemens, which does things like pay half my mortgage, has formed another strategic partnership with AWS that will boost AI usage in engineering and manufacturing markets, primarily through low-code offerings. This deal allows AWS to ride the coattails of Siemens’ credibility in these markets, and helps Siemens move more aggressively into the software field. 
  • Panda is a new proposed framework from AWS that aims to provide a large language model–based debugger for databases. It will help people troubleshoot and debug databases for better performance—something AWS demonstrated when it threw Panda at ChatGPT to show how vague and incomplete the generative AI’s recommendations are. 

Best Friends Forever 

  • Now on Microsoft Azure Marketplace: MIT and Harvard’s Broad Institute’s open-source Terra platform, used for biomedical analysis; FintechOS, which allows banks and insurers to design, build, and deploy digital banking and insurance products and customer experiences; Cranium AI’s security platform; and Cognigy.AI, which I dunno what it does ‘cause the release was bad, which feels like a requirement these days. 
  • New to AWS Marketplace: Rackspace Technology’s Cloud DBOps, a managed service for commercial and open-source databases running on various AWS services, and Harbr’s “last mile” data solution. 
  • Sacré bleu! Starting at the end of 2024, Capgemini and Orange will have formed a joint venture, Bleu, to help French companies adopt Microsoft Azure and 365 through its “cloud de confiance” (trust) services. 
  • BAE, which reads like I’m yelling across the house for my significant other but is actually an ISV, has earned its AWS Migration Competency. 
  • Dragos, which sounds like a company Daenerys Targaryen established, has achieved the AWS Manufacturing and Industrial Competency. It provides cybersecurity for operational technology. 
  • TierPoint has earned two new Microsoft Solutions Partner designations, Data & AI and Digital & App Innovation. 
  • Dentsu, which sounds like a Japanese denture shop, is expanding its AI tool offerings using Amazon Bedrock. 
  • SourceFuse, a digital transformation company that’s also apparently a braggart, has officially achieved 100 AWS Certifications. 
  • Revenue lifecycle management solutions provider Conga earned the AWS Life Sciences Competency. 
  • DevOps software provider JFrog has integrated its Artifactory platform with Amazon SageMaker to streamline the process of building, training, and deploying ML models. 

By Nora Bright

Image features a hand drawing coming from the right edge, drawing a line of upward stair with three human figures walking and running up them towards the left edge.

Image by Emily Zheng

In the fast-paced world of cloud technology, hiring managers often turn to contract talent to fill critical roles and execute projects with agility. This approach can bring fresh perspectives, specialized expertise, and flexibility to your team. However, integrating new contractors seamlessly can be challenging, especially for short-term projects or maternity leave coverage roles. 

Contract engagements often require a rapid ramp-up period, leaving less time for a traditional onboarding process. Additionally, contractors may not have the same context or institutional knowledge as full-time employees, making it crucial to provide them with the right information and support quickly. 

Below are four key steps to setting your contract talent up for success: 

  1. Start with clarity: Establish clear expectations before the engagement starts by providing a detailed job description and scope. This will help the contractor understand the role and feel confident they can meet your expectations within the time frame of the position. Need help getting the role’s responsibilities down on paper? We often collaborate with our clients on the job description. Here’s how we approach writing job descriptions for openings here at 2A.  
  1. Be ready for day one: Before the start date, make a plan for how you will provide a company orientation and introductions to key stakeholders. Send calendar holds for the people you want your contract hire to meet and include context on the purpose of the meeting and the roles of each meeting attendee. Gather all the necessary tools, software, and access to company resources before the role starts so they can get started on day one. 
  1. Make communication a priority: Like full-time employees, contractors do their best work when they have consistent feedback and open lines of communication. We recommend having 20 to 30 minute 1:1 meetings at least every other week to facilitate great communication throughout the engagement. We also meet regularly with both our Embedded Consultants and clients so that we can flag potential issues and support the feedback process. 
  1. Show your appreciation: Acknowledge the contributions of your contract talent and celebrate their work. We do our part to make our Embedded Consultants feel valued by surprising them with gifts and swag, inviting them to in-person and virtual events, and providing professional development opportunities. And feedback shows that the feeling is mutual! 

There’s no better way to get a contractor started on the right foot than by setting them up with the right agency. Our practice is built on the principle that treating people well helps them shine in their roles. We focus on providing a top-notch employee experience, comprehensive benefits, and a commitment to diversity, equity, inclusion, and belonging.  

Reach out today to learn more about how our Embedded Consulting practice can find the perfect contract hire for your next project and set them up for success. 

By Jane Dornemann

Decorative image of a hot air balloon, with text on left side that says, 'Cloud Cover, vol. 23'

Image by Evan Aeschlimann

New stuff  

  • I covered the big stuff from re:Invent in the last Cloud cover, but here is a good roundup refresher in case you also killed your brain over holiday break with cheese, chocolate, wine, and binge watching Naked and Afraid
  • This edition of “White Men in Space” is Lasers! Amazon’s Project Kuiper, which involves sending laser-based communications satellites into space, has hit a milestone, and is set to broaden access to the AWS Cloud. The U.S. military is running tests on these also, culminating in the perfect marriage of unbridled capitalism and the military-industrial complex. What could possibly go wrong? The initiative is a challenge to He Who Shall Not Be Named (because every time you say his name he gets more power!!!) of SpaceX, so expect some juvenile, bitchy tweets in the next few weeks. Like he writes any other kind. 
  • Cancel next Christmas for nerds because it’s here early! Microsoft announced a new tool, AppCat (Azure Migrate application and code assessment tool for .NET), which will help developers who are migrating .NET applications from on prem to Azure. 
  • Microsoft is planning to “drastically expand” its AI studio with ChatGPT-4 Turbo, dubbed by some kid who was playing with his G.I. Joes when asked for a good name. It will also fold in open-sourced AI model Llama 2 to the Azure AI Studio. 
  • Button, button, whose got the button? The Windows keyboard will look different following the first change in three decades, which is the addition of a Copilot key. It will be available to some starting in February and can carry out tasks, such as text and virtual meeting summarization, across Microsoft’s web and productivity apps. Waiting for the day I hit the Copilot button and get, “This could have been an email.” 
  • Microsoft has launched AI Odyssey, a program to skill 100,000 India-based developers in AI technology and tools. 
  • Amazon Aurora Serverless v1 is doing something Millennials will never be able to—retire! While AWS is discontinuing support, the newer Aurora Serverless v2 is still around—though users have some complaints about it. 
  • New stuff from AWS this month: a fourth-gen Graviton processor (Graviton4), which provides more memory and better compute performance; Amazon Braket Direct, a fully managed quantum computing service; and additional support for AWS IAM Access Analyzer that provides automated detection of unused access. And, now AWS customers can establish zero-ETL connections among certain data services. In the future, it will be available to those running those services on Azure and Google Cloud. 

Gossip (for nerds) 

  • Microsoft’s AI Image Creator has been generating realistic images of public figures, such as Joe Biden and the Pope, along with people from ethnic-minority groups, being flayed, decapitated, and mutilated in other graphic ways. Wall Street Journal reminds readers, “and [this has been] built right into your computer software.” Microsoft blames customers for using the tech in ways it was not intended and for employing cleverly worded prompts. Microsoft’s executive in charge of AI safety did not grant WSJ an interview, which is always a good look. 
  • The New York Times is suing OpenAI for copyright infringement, based on how the tech platform uses the publication’s stories to train chatbots, piling on to recent lawsuits brought forth by prominent authors like John Grisham and R.R. Martin. 
  • Meanwhile, a new AWS study revealed that business leaders want to get serious about responsible AI use—and also that some people don’t even know what that constitutes. 
  • Regardless, the AI frenzy will only continue, according to a new survey from CNBC. More than half of large organizations plan to purchase generative AI software like Copilot in the next six months. 
  • Dee Templeton, Microsoft’s VP of Technology and Research Partnerships and Operations (who also wears a leather jacket in her LinkedIn photo because SHE MEANS BUSINESS…but in a COOL motorcycle way) has secured a seat on the newly formed OpenAI board. 
  • Enterprise tech company Lumen has hired AWS’ former global AI leader as its new product officer. He will probs do important stuff and make boatloads of cash. Yay for him! 
  • So, I learned that if Business Insider gates the article you want to read, you can go read it on Business Insider India—kinda rude, tbh. But ANYWAY, apparently AWS is doing this PsyOps thing called “quiet firing” where they don’t fire you, they just take away your role and tell you to find a home somewhere else internally. The interviewee is one of (allegedly) several others who aren’t allowed to do anything at the office, are sent to the basement with their red staplers, and are still collecting a paycheck. Employees report that AWS is waiting them out until they get so miserable they find another job. ALLEGEDLY. Shout out to my homies at Business Insider India for this free tea! 
  • On the sales side, AWS is reorganizing. The 60,000-person department will consolidate some sales teams and change to how technical staff help customers because AWS clients “expressed dissatisfaction with the company’s existing practices.” 
  • Microsoft may overtake Apple as the most valuable U.S. company, with a “slim margin” of $100B difference between them. The change is attributed to Azure revenue and the AI frenzy, and Apple’s stagnant value is attributed to the fact that nobody wants to be a little Apple fanbitch anymore. That’s right, I said it. You wanna wait outside a store overnight for the iPhone 105 or whatever, that costs $1,200 and is as delicate as a butterfly, well you go on ahead, while the rest of us nurture our common sense…with Copilot. (Too soon?) And yes, I have an Android and my green messages are coming for you. 
  • There’s a cloud guppy out there trying to compete with much bigger fish. Postgres-based cloud database startup, Tembo, is taking on AWS, Snowflake, and Oracle. The company thinks its open-source appeal will win it some significant market share. I personally think Bezos would never let that happen and I personally think Tembo’s founder is going to trip and fall onto an ether rag and will conveniently wake up on a laser in space or something, I dunno. 

Wheelin’ and dealin’ 

  • A big government cloud project is off to a slow start, no way!!! A YEAR after committing $9B to upgrade its computing tech with AWS and Microsoft, the Pentagon has progressed only 2%. Word on the street is that a big part of the delay is concern over the security of commercial cloud tech—which could influence how quickly other public sectors move to the cloud.  
  • Microsoft can’t move its own company to its cloud. LinkedIn paused plans to move away from its on-prem data centers to Azure because of issues with LinkedIn using its own software tools instead of those from Azure. The project was codenamed “Blueshift,” which I imagine is because it made everyone so sad, but no. The pivot is allegedly Microsoft wants to save Azure resources for paying customers. Which kinda sounds like the “Sorry, I have plans tonight (but don’t)” bullcrap. So, now LinkedIn is going in the exact opposite direction and scaling their on-prem infrastructure. 
  • Navigation and map technology company TomTom is partnering with Microsoft to bring generative AI to connected vehicles. The joint solution will use Microsoft’s Azure OpenAI Service, Azure CosmosDB, Azure Kubernetes, and some other elements to enable natural conversations with vehicles. 
  • AWS and Salesforce have expanded their partnership and will build deeper product integrations across data and AI. In a win for joint customers, Salesforce will put some products on AWS Marketplace for the first time, and AWS is bringing some of its services to Salesforce’s Einstein One.  
  • IT services and digital engineering company Virtusa has signed a strategic collaboration with AWS around Virtusa’s data and AI lab. The goal is to make it easier for customers to move to the cloud and modernize their IT services with AI, ML, and generative AI. 
  • Persistent, which sounds like it does the same stuff as Virtusa, has ALSO signed a strategic collaboration with AWS. See, nobody is special anymore. The goal even sounds like the same but I don’t have time to thoroughly read this press release AND make a sandwich and I choose the sandwich, so here you go, have at it

World domination 

  • Backward fairytale time! What if a princess doesn’t turn into a pumpkin, but a pumpkin turns into a princess? That freaking happened when a Wisconsin pumpkin farming family sold their land to Microsoft at a ridic overvaluation of $76M so the tech giant can build a data center. Good look on ever seeing that ROI in the next 100 years on that data center, which people who are still alive in the climate apocalypse will be using as shelter to rub twigs together for warmth, and possibly to eat. 
  • Canada is getting its second cloud region, in Calgary! Yeehaw. And I guess AWS is all about the cold weather since they opened a new Ground Station in Alaska. Maybe some of those people getting “quiet fired” can apply to be the warmer-uppers for these new locations! 
  • In less freezing parts of the world, AWS is investing in Nigeria’s digital economy and tech boom—turns out the Nigerian princes who email me just don’t have the funds to do this (because those funds are frozen and they need my help!!!!). Halfway through this article we find out exactly how AWS plans to invest, which includes AWS Academy (creepy?), AWS Educate (for training but also feels creepy), and AWS re/Start (ok, fine, I like that one. Feels fresh.). 
  • Industrial companies around the world are poised to benefit the most from AI, according to this article where the very first sentence is missing a period. Microsoft’s and NVIDIA’s CEOs agreed at a conference that there will be three waves of AI impact: first to startups, which is already happening. The second is “enterprise generation,” which you can read about in a sentence where there IS a period but no space after. The third wave will be the industrial sector. So, we can chill on that for now, but FYI. 
  • Oh god please don’t hallucinate meltdown orders!!! Microsoft wants to use nuclear power to support AI’s massive electricity needs. My husband, who served on a nuclear submarine, says nuclear power is OK but also seems to forget that three guys on his sub got ball cancer. But since AI doesn’t have those, should be fine. 

Best Friends Forever 

  • RapidScale is a Raleigh-based tech company that recently achieved a Microsoft Azure Expert Managed Service Provider (MSP) designation. And maybe RapidScale doesn’t know this, but the Raleigh area is absolutely bursting with 2A talent. We can’t be contained, and I think someone at RapidScale should reach out to us to learn more—or risk falling behind competitors, as those who do not hire 2A are known to do. 
  • Precisely has achieved the AWS Data and Analytics Competency. Who knows, maybe the MPF we created for them helped? 
  • Red Canary has achieved the AWS Security Competency.  
  • Consulting and digital transformation firm Capgemini won seven AWS 2023 Partner of the Year Awards, which include recognition in AI/ML, an industry partner of the year for automotive, and a sustainability partner for the Greater China Region. 
  • Duality AI, a digital twin simulation company, has joined the AWS Partner Network. 

By Nora Bright, The 2A Team

decorative image of different stickers from 2A's favorite albums

Image by Thad Allen

Every year at 2A, members of our team share their favorite album of the year—and last year we started compiling a playlist so folks can dance along. This year’s soundtrack is a vibrant tapestry made up of everything from ambient chill to Bollywood beats, experimental sounds to indie anthems, each chosen by a music-loving 2A-er. 

One thing that’s for sure is our eclectic playlist matches the diverse backgrounds of the team members who contributed—including a former journalist, small business owner, nonprofit director, and cupcake baker. Our hobbies range from fly fishing, making miniature models, filming shorts, DJing for community radio, to beer brewing! We’re a talented bunch and we’re all bringing a different flavor to the table. So if our playlist feels a little all over the place, it should! 

Happy listening—and we hope you enjoy our wild music mix! 

Metro Boomin Presents Spider-Man Across the Spider-Verse (Soundtrack) – Various Artists (curated by Metro Boomin) 

With a great franchise comes great responsibility, and Metro Boomin delivers! The entire album showcases Metro’s super-producer abilities to weave a sonic web of synths and strings into a cohesive universe of sound. In an album packed with rap heavyweights, it’s the production on the quiet, more intimate songs that grip my attention, like  “Hummingbird” and “Calling.” – Madeline Sy 

I Killed Your Dog – L’Rain 

L’Rain’s album I Killed Your Dog fuses experimental sounds with soulful melodies, creating an experience that is as haunting as it is beautiful. Each track is a blend of eclectic rhythms, bold textures, and L’Rain’s rich, emotive vocals. We’ve had this one on repeat. – Mitchell Thompson 

New Blue Sun – Andre 3000 

While New Blue Sun is not the rap album many waited 17 years for from Andre 3000, it still delivers. If you are anything like me, you have been following the Andre 3000 seen with flute sightings, a la Where’s Waldo, on social media. Andre 3000 channels Coltrane and other experimental jazz greats with his improvisational flute playing and adds atmospheric ambient layers to bring you along on his recent travels and latest inspiration. This album tells a story without using any words. Be ready to read the energy to follow along on the journey. – Alyson Stoner-Rhoades 

Suntub – ML Buch 

ML Buch (pronounced “book”) is a Danish musician whose sound is very hard to place. Her music is both naturalistic and uncanny, analog and electronic, radiantly warm yet detached, and reminiscent of 90’s alt rock while ahead of its time. She manages to accomplish the rare feat of making something entirely new, challenging, yet completely accessible. – Brian Dionisi 

Everyone’s Crushed – Water from Your Eyes 

The first time I heard a song from Everyone’s Crushed I instantly perked up and focused—I’d never heard anything quite like it. The albums has off-tune singing, dissonant sounds, and intricate and strange textures. Occasionally, a beautiful pop moment emerges from the chaos. Water from Your Eyes makes you work for it and it’s so worth it. – Nora Bright 

Principia – En Attendant Ana 

Parisian indie outfit En Attendant Ana effortlessly merges sweet, pop melodies with a garage punk sensibility on their third album. Take a dash of the Velvet Underground, mix it with heap of Stereolab, a pinch of krautrock, a drizzle of early French pop, et voilà—you’d have something that sounds like Principia. – Suzanne Calkins 

Nothing for Me, Please – Dean Johnson 

The 15-years-in-the-making debut album from Seattle bartender/musician will have you wondering if maybe you, too, are in fact a cowboy ‘neath faraway skies. Folky, alt-country tunes paired with a unique voice. It’s either the soundtrack to your neighborhood dive bar, or some ranch in Wyoming, or maybe both. But either way, an all around lovely set of songs.  – Mike Lahoda 

Mo Lowda & the Humble – Mo Lowda & the Humble 

There is no such thing as too many indie rock bands in the world. Mo Lowda & the Humble bring a cool mix of moodiness and freshness. Caiolas’ vocals? They’re like a rollercoaster—sometimes contemplative, kinda mournful, then suddenly triumphant, all with a catchy vibe. – Michelle Najarian 

Flaws in Our Design – ODESZA, Yellow House 

ODESZA can do no wrong in my book, and their collaborations are no exception. A slight departure from their typical moody electro sound, this EP with Yellow House is bright, upbeat, and the perfect soundtrack to a summer day (or for channeling summer feels in the depths of winter!) – Andrea Swangard 

Cracker Island – Gorillaz ft Tame Impala 

The Gorillaz keep the core of their sound while expanding into a slightly more commercial approach, incorporating collabs with artists like Beck, Tame Impala, and Stevie Nicks. It gives each song a slightly different bent, though it keeps them all recognizable to Gorillaz lovers. Some songs are lazy and dreamy, and others you can dance to, but they’re all easy listening. What’s not to like? – Jane Dornemann 

Rush – Måneskin  

“I’m still rock and roll!” I whisper to myself as I stand in my kitchen after getting my kids to bed, grab a soapy spatula, and treat my dog to evening Måneskin kitchen karaoke. It’s a little rock. It’s a little punk. It’s a little pop. It’s very glam. I love bopping around to “KOOL KIDS” and “SUPERMODEL.” – Erin McCaul 

Rush – Måneskin 

I fell in love with Måneskin because of “SUPERMODEL,” which was released last year but was added to this year’s album called Rush. But I now think all their songs are great. Their sound reminds me of the rock of the late 1960s and early 1970s when the Rolling Stones, the Hollies, the Doors, and Led Zeppelin were raw—but there’s some grunge in there, along with bands like the Damned. That kind of popular music was my first love, and it really takes me back. Interestingly, the leads of the band were born in 1999 and 2000. – Forsyth Alexander 

Paathan (Soundtrack) – Vishal-Shekhar, Sanchit Balhara and Ankit Balhara 

More than just a comeback vehicle for one of the biggest stars in Bollywood, the success of the song “Jhoome Jo Pathaan,” and the film, were a testament to India’s enduring love of Shah Rukh Khan despite all the right-wing attempts to kill his career. The album flies in the face of bigotry, embraces love across the border, and celebrates spectacle both through the music of the talented duo, Vishal-Shekhar, and singers Arijit and Shilpa Rao. And of course, the syncopation and scattered Spanish influence makes the album eminently danceable in true Bollywood style. – Richa Dubey 

Pizza Tower (Soundtrack) – Various Artists 

Pizza Tower was a surprise favorite video game for me this year, a weird little indie game with style and character to spare. But what really enhances its gonzo cartoon nature is the soundtrack, a wild and funky electronic blast of energy. The music team blends golden-age hip hop samples, 90s house beats, and 00s video game chiptunes into an eclectically-textured high-NRG soundscape that is just as engaging to listen to outside of the game. – Thad Allen 

The Maine – The Maine 

After 16 years as a band, The Maine has released a self-titled album and they’ve never sounded more like themselves. You can tell they have honed their craft over the years and are enjoying the ride with this ninth LP added to their discography. This album is introspective and honest but still has some really fun beats to get you grooving. – Julianne Medenblik 

By Jane Dornemann

decorative image of a hot air balloon next to the words cloud cover, volume 22

Image by Evan Aeschlimann

If you turn this newsletter into a drinking game and take a shot every time I have to say “AI” then get ready to die of alcohol poisoning. CAN SOMEONE PLEASE INVENT SOMETHING ELSE FOR THE LOVE OF GOD.

Gossip (for nerds)

  • I might as well enjoy this, so here are some juicy tidbits from last round’s OpenAI | Microsoft | OpenAI fiasco: Microsoft had been preparing its San Francisco offices to accept defecting OpenAI refugees, from readying laptops for them to arranging training clusters. Daaaaang that’s so thirsty it’s embarrassing. And even worse, it doesn’t look like Microsoft will have much presence on the new OpenAI board. Even if things had gone through, regulators in the UK thought the OpenAI-Microsoft relationship would’ve been super sus and were ready to unleash a world of hurt. Anyway, Microsoft, if you’re reading this, I really need a new laptop and it seems like you have some extras. (Bonus: The leaked internal memo.)
  • Business Insider published an article about AI fatigue, sales tension, and overall issues at AWS but I can’t drink the tea unless I pay them. Which I won’t.
  • But the kind and generous people at Techspot will give it up to us gossip-loving, thrill-seeking tech writers for free. Amazon employees are quitting over the company’s return-to-the-office mandate (which includes required relocations).
  • Amazon is losing people on the other side of the globe, too. The second top executive in its India and South Asia region, the interim head of AWS India, has abruptly quit. She was “interim” because they needed someone to fill the spot fast when the last person abruptly quit.

Wheelin’ and dealin’

  • This is like the advent calendar for drunk tech news, and today’s game is: take a shot every time I say “collaborate” in any form of the verb. SO MUCH COLLABORATION:
    • Accenture is collaborating with AWS to help customers implement Amazon Q. Informatica launched a new set of cloud data management services in collaboration with AWS, which will help data scientists and departmental users of all levels to do more stuff with data. IBM is collaborating with AWS to launch a new cloud database, Amazon RD for Db2, a fully managed offering that makes it easier to manage data for AI workloads across hybrid environments. (That was a twofer, you’re welcome.)
    • And DataStax is collaborating with AWS (are you dead yet? Can you still read the words on this screen? Are you crying? Is your liver screaming?) to take their partnership “to the next level of generative AI.” The article proceeds to give zero details of substance. Whoever wrote this article was that kid who didn’t read the book but somehow bangs out a decent book report. It’s a talented mirage.

World domination

  • Air India is moving its IT infrastructure to Azure, shutting down its data centers in Mumbai and New Delhi. Hopefully, this will help Air India’s online reviews, with flyers calling it a “non-recommended airline” where “nobody is kind” and “serves too much food,” leaving “a lasting impression of dissatisfaction” on many a traveler.
  • Even though Microsoft will invest 2.5B British pounds in AI infrastructure in the UK, Google still wants the British government to investigate Microsoft’s anti-competitive practices.
  • Microsoft has turned its attention to the French (knockoffs) in Quebec, with a $500M infrastructure and skilling investment that will prepare the province for AI. “Mon dieu!” said all the Quebecois. “Will zey allow cigarettes in zee data centaaaaire?”
  • Over in REAL Europe, Microsoft is doubling the capacity of its Azure cloud data centers in Germany by next year, specifically in Frankfurt, home of high-quality sausages. If you’re into that sort of thing. All of this investment in AI infrastructure is coming from Microsoft’s expectation that AI deployments will accelerate in 2024. 2023 was for learning and deploying the tech, and 2024 will be all about discovering and applying use cases.
  • A good reminder that these AI breakthroughs also fall into the hands of the government—Microsoft is working hard to introduce AI to the public sector (which is fine for now since they aren’t doing anything). In a Q&A with Microsoft’s public sector leader, the interviewer states, “I understand Windows 11 offers a great deal of AI power to government employees” to which the interviewee affirms that yes, now government employees can ask for things in search bars. Raw, uncontrollable power.
  • APAC and its 17 markets is the next destination in which AWS plans to invest its efforts.

New stuff

  • AWS has released myApplications, a new cloud monitoring app that helps customers find ways to operate their workloads more cost-efficiently. They couldn’t have come up with a jazzier name, like Amazon MakeCents? So boring. And people will get confused. What if someone has to say, “Hey I have to look into my applications with myApplications” and their coworker is like “what?” and he has to keep repeating himself and it’s like the IT version of Who’s On First.
  • After hinting that it would, AWS has finally lowered its free structure on AWS Marketplace, with a flat fee of 3%. It will be even lower for partners that have bigger private pricing agreements.
  • Oracle has made its Database@Azure service generally available. It operates and manages Oracle Exadata Database Service, the first of several planned Oracle database services to run on Oracle Cloud Infrastructure (OCI) in Azure datacenters. 
  • AWS released Amazon S3 Express One Zone. It is “a new high-performance, single-zone Amazon S3 storage class purpose-built to deliver consistent, single-digit millisecond data access for customers’ most latency-sensitive applications.”
  • AWS is adding four new capabilities to its supply chain offerings for the cloud in 2024 around sustainability, visibility, planning, and generative AI.
  • AWS has also added 5 new capabilities to Amazon SageMaker, from reducing ML model deployment costs and latency to preparing data according to natural language instructions. And finally, AWS is updating AWS Clean Rooms with ML capabilities.
  • Datadog is expanding security and observability support for AWS serverless apps built on AWS Lambda and AWS Step Functions.
  • LaunchDarkly has opened early access to a feature that lets customers use Amazon Bedrock to experiment with AI.
  • AMB Access Polygon, which provides serverless access to Polygon blockchain, is now in preview release.
  • Microsoft is helping scientists do science things by integrating Copilot with Azure Quantum Elements. It will help researchers explore materials, speed up chemistry simulations, and experiment with existing quantum hardware. If a black hole opens up in your living room, it’s probably Microsoft’s fault.
  • And some real cool science-y stuff: Microsoft is working on glass storage—like literally storing stuff in GLASS (click the link for a pic of…glass). It’s made from quartz glass and is primed for use in the cloud.
  • Following a soft announcement in June, AWS has officially launched its Generative AI Center of Excellence to help partners build AI solutions. It has also expanded its AWS Advertising and Marketing Competency program to add more competencies in the category.
  • Microsoft introduced Azure Integration Environments for public preview, which allows organizations to assemble their resources into logical groupings to manage and monitor their integration resources more effectively. If I were in charge my groupings would be named “crap,” “more crap,” “pics of my dog,” “here’s some other crap,” and so on because I don’t even know what an integration resource is.

Best Friends Forever

  • Engineering management platform Jellyfish has joined the AWS ISV Accelerate program. So has Implicity, a remote patient monitoring and cardiac data management solution (aka all I want for Xmas).
  • Trend Micro has achieved the AWS Built-In Competency in the Security and Cloud Operations category.
  • Data access governance and security solution Theom (not to be confused with the traitor-redeemed-as-hero in GoT) has earned its AWS Security Software Competency.
  • CalmWave, an AI for health operations company, is now on AWS Marketplace.
  • AWS partnered with Hoppr (not the soft-hearted but brusk and unhealthy sheriff in Stranger Things), an AI startup, to launch a new foundation model that will help healthcare organizations use generative AI tools in medical imaging.
  • ServiceNow and AWS also have a lil AI partnership going on—at least for the next five years. ServiceNow’s platform and full suite of solutions will be available on AWS Marketplace, and their first sales targets will be manufacturing, supply chain, call centers, and cloud transformation use cases.
  • We already knew that Salesforce was going to make it easier for joint customers to access Salesforce data on AWS, but they announced specific plans at re:Invent. Salesforce is expanding its strategic partnership with AWS. Select Salesforce is now available on AWS Marketplace, and AWS will increase its own use of Salesforce. Back scratching all around.
  • OneNeck an IT solutions provider, has achieved four Microsoft Solutions Partner designations as part of its membership in the AI Cloud Partner Program.
  • Eviden, which helps businesses with their digital transformation, is collaborating (drink again, I didn’t forget but you may have at this point) with Microsoft to help clients move to the cloud to use Azure OpenAI Service. (And again, that counts.)
  • Managed services provider Options Technology has earned its fifth Solutions Partner designation in Digital and App Innovation for Azure.
  • Digital business services company Teleperformance, also known as whenever my sister calls me with her latest drama, has received its Microsoft Azure Solutions Partner designation for Data & AI.
  • New to Azure Marketplace: bsure Insights, which sounds like a pregnancy test, helps customers optimize spend and reduce risk through insights into their Microsoft users and licenses.
  • ForwardLane, an AI-powered decision intelligence platform for asset and wealth management, has attained Microsoft IP co-sell ready status and will engage in global GTM with the ‘soft.

By Melanie Hodgman

decorative image of rainbow colored hills with a few buildings sprinkled in

Image by Emily Zheng

In 2020, we traded commuting to the office for working in house slippers—and never looked back. But the new setup led us to ask: what will employee engagement and collaborative learning look like? One way we’ve answered that question is with in-person gatherings twice a year, including an all-team summer retreat.  

Company retreats can be logistically challenging and labor intensive to plan. However, the rewards can include improved interpersonal relationships and collective learning, making it worth the effort. And for marketing teams in particular, retreats provide a great opportunity to sharpen collaborative creativity. 

Here’s what we’ve learned so far about how to make a retreat worthwhile: 

Be intentional about cross-team collaboration 

Try retreat programming that includes small group projects. Intentionally select team members who will collaborate on a creative project outside of their typical work. Maybe your team has only done technology marketing and would enjoy the challenge of applying those skills to a nonprofit project for a day. Whatever it is, make sure it’s a scenario that is different from the industries you serve, but something to which employees can still transfer their skills. 

Ensure that these teams are a mix of departments, tenure, personalities, and seniority. Bringing employees together in this way will help them think critically and creatively while having fun. Sharing this experience supports familiarity with team members and can help them feel more comfortable working together once you return to virtual meetings. It also gives team members perspective on the challenges and excitement that come with roles different from their own. 

Provide opportunities for unstructured connections and downtime 

Don’t jam pack a retreat schedule with lectures and professional development only. There is value in scheduling downtime into programming and providing that essential balance of work and play. Equally important are the spaces in between sessions when folks catch up over meals, have a casual conversation on breaks, and spend time with co-workers they don’t interact with regularly.

The trick is finding the balance between the two. Set expectations ahead of time regarding how the days will flow to help your team members plan for the best use of their free time. For example, cap a day of team projects and presentations with an evening around a campfire, or break up the day’s agenda with a game. Weave in short ten-minute breaks for breathers so that employees don’t feel like they’re experiencing information overload.  

Start planning now!  

The best venues, especially if you’re planning a summertime retreat, are going to be booked well in advance. To find a venue with availability that matches your desired timing, amenities, accommodations, and budget, start looking at least 12 to 15 months ahead of time. Between wedding season and various festivities enticing people to travel, the best summer spots are likely to be taken if you wait too long. 

When considering a venue, think about the type of experience company leadership wants to create. Do you want a more remote setting for planned activities and the absence of distractions? Or would you prefer that employees engage in activities on their own, outside of structured sessions? Additionally, the time of the week is important. For example, we allot 48 hours for our retreat and have found that works best toward the end of the work week—it gives teams time to collaborate with clients and move projects forward before signing off for two days.  

You can find photos of our latest retreat on our Instagram, or get tips from our 2023 retreat session on constructive feedback

By Jane Dornemann

Can you smell what the cloud is cooking?! 

Image by Evan Aeschlimann

World domination 

  • Amazon is promising Europe a sovereign cloud to meet the government requirements of EU companies. “Euro Cloud” has a mullet and wears acid wash jeans and is going to the discothèque like those people on the front of my old French textbook. And they have cigarettes for breakfast, all sovereign-like. 
  • Microsoft is going to invest billions to expand its Mt. Pleasant data center in Wisconsin. And the company has bought 300 acres (and jobs) in Licking County. People with dry tongues need not apply. 
  • When in Rome, build a data center. At least that’s the current motto at Microsoft. But this is Rome, Georgia, so put those pizza and spaghetti dreams away. Instead, you can dive into the local news, which is basically just obituaries, people stealing random shit, and an article about wild turkeys on the loose. God I love local news. 
  • The three big cloud providers are investing almost $9B in Thailand, with AWS building a $5B data center there over the next 15 years. Do you know how much pad thai you can buy with $9B? NOT ENOUGH. THAT’S HOW MUCH. 
    • And Malaysia will be the next cloud region for AWS, following the opening of its Kuala Lumpur office. 
  • One of China’s largest tech companies, Alibaba, has launched its own AI model in a bid to compete with AWS and Microsoft. It released its GenAI Service Platform which can be designed for industry-specific applications. 

Gossip (for nerds) 

  • Consider this your warning that our robot overlords are closer than they’ve ever been. I, your loyal tech news troubadour, joins others in wanting to know exactly what the board at OpenAI saw that scared the shit out of them. Let me backtrack: It’s been one year since ChatGPT hit the scene, and after showing an AI breakthrough to OpenAI’s board, co-founder Sam Altman was abruptly ousted from the company over concerns about safety and regulations regarding this yet-to-be released evolution (called Q* or “Q Star”). Insiders say Altman didn’t want any power checks on him. Microsoft immediately snapped Altman up, prompting analysts to speculate that this “poker move” added $63B to Microsoft’s value. But WOMP WOMP a day later Altman went back to OpenAI, burning that bridge so badly there aren’t even ashes to show for it. Altman returned on the promise that a new board would be formed, potentially quelling an impending “all-out employee revolt.” Anyway, we’re all gonna die. 
  • It’s a good thing Q* is distracting from what’s happening with AI at AWS. Amazon’s Artificial Intelligence Group (AIG) is “undergoing a significant restructuring” only four months after its inception. The department is now divided among six focus areas, according to a leaked email. 
  • AND to compete with ChatGPT, Amazon is developing Olympus. But it’s super-secret
  • After Google Cloud revenue came in below expectations, Alphabet stock fell almost 10%, marking its worst day since March 2020. It’s because Bing is wildly successful and rapidly stealing all the traffic. Just kidding, nobody uses Bing. Still. 

Wheelin’ and dealin’ 

  • Hyundai has selected AWS as its cloud provider, so now Amazon is going to sell Hyundai cars. Does that come with Prime one-day delivery? If I don’t like it, do I return it at Whole Foods? If I’m not home when it arrives, will you just take a picture of an ENTIRE CAR PARKED ON MY FRONT STEP? We’ve entered a whole new era of regrettable drunk Amazon purchases. 
  • AWS, Microsoft, Google, and Oracle—among other notable tech companies—are creating a framework that will make cloud spend more transparent. Their first idea was to wrap cellophane around it but, no dice. 
  • AI observability company WhyLabs has partnered with AWS to let shared customers switch to observability for AI apps through WhyLabs on AWS. 
  • The SAP HANA cloud now supports AWS Graviton processors. 
  • SnapLogic is collaborating with AWS to offer SnapGPT, a generative AI integration that will assist with data management. 
  • Infosys and AWS are partnering in a joint go-to-market push to accelerate cloud adoption across the EMEA region, in particular to financial organizations. 
  • Quantiphi has entered a strategic collaboration with AWS to use AWS generative AI tools, such as Bedrock and SageMaker, to power a generative AI platform for knowledge workers. Have you ever met somebody who said “I’m a knowledge worker”? Me neither. If you did, would you remain in the conversation? Me neither. 
  • NetApp is extending its alliance (is this the UN?) with Microsoft to include tools for deploying workloads, improving performance, and reducing costs using ML. 

New stuff  

  • AWS has launched a generative AI app builder for consumers called PartyRock. I wanna go to PartyRock! It sounds like a bunch of people dancing on boulders and I wanna be there. Or it could just be another name for meth. I don’t want THAT PartyRock. Anyway, it lets you build generative AI applications without any software experience. It’s “for entertainment purposes only”…I bet. 
  • Did Microsoft pray to the gods of confused marketing with this? Spend hundreds of dollars for the Willy Wonka edition Xbox and get a…chocolate game controller. That doesn’t work.  
  • Teams is getting crowded. New AI-powered features will allow the easily amused masses to decorate their Teams backgrounds. It will clean up the clutter in your background, and even add some seasonal objects and plants so you can go full-out white woman’s Instagram. 
  • Let us revel in cups that overfloweth with chips. Following a global chip shortage, Microsoft has built its own custom AI chips, Maia 100 and Cobalt 100, hopefully breaking reliance on NVIDIA. Microsoft is also working with Synopsys, which is using Copilot to help with designing computer chips
    • But NVIDIA and Microsoft are still bros. NVIDIA launched a generative AI foundry service on Azure, which will help businesses build custom language learning models (LLMs). 
  • Now generally available is Microsoft Fabric, an end-to-end SaaS analytics platform. 
  • AWS now offers EC2 capacity blocks for ML.  
  • Microsoft could generate $10B a year by 2026 with its 365 Copilot AI add-on. It has also updated Windows 11 to have Copilot. 
  • And it unveiled a Copilot-based unified security solution, which combines Defender XDR, Microsoft Sentinel, and the Security Copilot chatbot. 
  • Copilot is in so many places I’m awaiting news that it now raises your children. Microsoft’s GitHub is offering a paid enterprise service tier that will assist developers’ work on internal source code. 
  • MORE COPILOT…YOU CAN’T ESCAPE!! Siemens and Microsoft have co-developed Industrial Copilot to improve human-machine collaboration in manufacturing. 
  • Want some AI skillzzzz? you can sign up for AI Ready, a series of eight free courses from AWS. 

Best Friends Forever 

  • BP will use Microsoft Copilot to continue destroying the planet.  
  • Schneider Electric is integrating Microsoft Azure OpenAI to generate code and text.  
  • MongoDB and AWS are collaborating to optimize Amazon CodeWhisperer for applications built on MongoDB. 
  • Spend management platform Ramp has integrated Copilot into its offerings. 
  • Cohesity is working with Microsoft to help organizations respond to data loss in M365 faster. 
  • New Relic has integrated its AI Monitoring solutions with Amazon Bedrock. 
  • No-code business automation solution provider Pipefy is now on AWS Marketplace, along with Elastio’s Insights profile, which simplifies software risk assessment.  
  • Zilla security has joined the AWS ISV program and has put its solution in AWS Marketplace. 
  • Digital product engineering company Simform has achieved its AWS Migration Competency. 
  • Forethought, an AI-first customer support automation platform, has joined the AWS APN and is now available in AWS Marketplace. 
  • Last Yard, an in-store and omnichannel solutions provider, has achieved its AWS Retail Competency and joined the AWS ISV Accelerate Program. 

By Katy Nally

Decorative image of the hulk with dollar signs

Image by Thad Allen

What’s better than donating to a charitable organization? Watching your donation tap into its mega superpowers!  

For three months this year, 2A’s giving group led a mega match effort to rally our 2A team and grow our donations to worthy causes. Essentially, 2A Hulk-ified its matching policy by not only matching donations, but also tacking on an extra donation when enough employees joined in. All told—through our donations, matches, and mega multipliers—we donated $3,300 to 23 organizations around the world.  

Here’s the plot: On 8/8, we needed eight intrepid employees to step up and make donations. And they did! Their actions first unlocked 2A’s standard match and then came our mega match multiplier, which was an additional donation made to an organization the group decided on—the Maui Food Bank. After that, the shockwaves of support only grew stronger. On 9/9, nine employees channeled their inner green giant, and 2A powered up that multiplier for another round of smashing good support. The Hulk effect resulted in an additional donation to the International Rescue Committee. And finally, 10/10 was the grand finale! Ten employees flexed their philanthropic muscles, and the donations went Hulktastic! Our final mega match multiplier went to World Central Kitchen.

All told, our donations left an impact that echoed like Hulk’s roar. 

As the giving season really gets underway this year, think about releasing your inner superpowers for the greater good.  

Need some giving inspiration? Here’s where the 2A team donated recently: 

By Kelly Schermer, Katy Nally

A strong partner program shot Hikari to the top 

Image by Emily Zheng

Ask any major player in the cloud space about partners, and they’ll tell you a robust partner network is key to success. But for smaller tech companies, the value of partnering up isn’t always clear. Sometimes it can look like you’re giving away too much to your competitors, or making an investment that will take a long time to pay off.  

At 2A, we extoll the value of partnerships at least 10 times a day—building messaging guides, playbooks, case studies, pitch decks, and ebooks that illustrate how customers benefit from a better-together scenario. That is to say, we know a good partner program when we see it.  

Take, for instance, Hikari. The company formed as a spin-off from Ireland-based EMIT to help customers get more value out of their data. The secret to Hikari’s skyrocketing success wasn’t only its bet on low-code technology. It was Founder and Executive Chairman Eamon Moore’s vision for a partner network that launched Hikari into the big leagues.  

Moore’s first introduction to a new partner paradigm happened after EMIT won the Microsoft Global Partner of the Year for SMB Cloud Solutions in 2016. “It opened my eyes to a new way of thinking about partner networks. Here was a global group of companies interested in helping each other out—acting as a sounding board for one another. These discussions inspired myself and the team to think about how to adapt to new trends, and they provided tremendous insight into where we could deliver value to each other,” Moore said. 

Once Hikari spun off from EMIT, it partnered with ProcessUs, a firm specializing in Microsoft Power Apps across Ireland and the Netherlands. The companies worked together to deliver low-code solutions that pulled different sources into the Power BI dashboards Hikari built, giving customers better visibility into their data at the touch of a button.  

Business took off. There was clear value in combining the skills of both companies to help customers get more from their cloud data. Then Hikari decided to double down and bring Power Apps capabilities in house. The firm acquired ProcessUs, and the combined team set out to scale the new and improved Hikari.

From his work at EMIT, Moore knew many SMB customers view their Modern Work partner as a trusted IT advisor. While a particular partner might focus on cloud migration or security, their customers still ask them about everything technology related—from a photocopier to a PC to AI. Which puts a lot of pressure on small partners. “At the end of the day, if you try to be a jack of all trades, you’ll be the master of none,” said Moore. “It’s critical to do what you do really well and stick to it—especially when you’re a company our size.”  

Moore reached out to Microsoft and pitched the idea of setting up Hikari to serve Modern Work resellers. Under his proposed model, resellers would work with Hikari to determine if a low-code solution would help achieve their customer’s business objectives. If so, Hikari would support the partner with customer education and solution development.  

Microsoft introduced Hikari to TD SYNNEX, a distributor of IT products and services, that serves thousands of partners across Western Europe. Together they created a P2P model serving resellers who act as the trusted advisors of SMB organizations. Hikari started by helping TD SYNNEX partners with low-code workshops, assessments, proofs of concept, and service development. Over time, it has pivoted to offering a Power Platform Centre of Excellence for partners to ramp up their low-code skills.  

“We believe in the power of the network—the partner network, the Microsoft network, the distributor network,” Moore said. “We all have important, strategic customers that we want to hang on to. We don’t want a competitor knocking on their door and selling them on the idea that they can do everything while we can’t. Partner-to-partner (P2P) relationships help you maintain your existing customer relationships and increase your status as a trusted advisor by bringing in great partners to round out your offerings.” 

Hikari is just one of many companies out there that has created a flourishing partner network. For an overview on how to grow your own B2B technology partner program, download our guide.