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Microsoft-Flipkart Cloud Partnership

Flipkart adopted Microsoft Azure as its exclusive public cloud platform in February 2017. Microsoft Azure will provide advanced cloud technologies and analytics to optimize Flipkart's data and infrastructure. This partnership will help both companies leverage their expertise to improve online shopping and counter competitors like Amazon in India. The alliance also aims to promote Azure beyond e-commerce by storing citizen data and powering driverless cars in India. While Amazon, Google, and IBM continue battling for cloud market share, the Flipkart-Microsoft partnership and recent Amazon-Microsoft AI collaboration demonstrate how competitors are now cooperating for mutual benefit.

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RAJAN SHAHI
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69 views1 page

Microsoft-Flipkart Cloud Partnership

Flipkart adopted Microsoft Azure as its exclusive public cloud platform in February 2017. Microsoft Azure will provide advanced cloud technologies and analytics to optimize Flipkart's data and infrastructure. This partnership will help both companies leverage their expertise to improve online shopping and counter competitors like Amazon in India. The alliance also aims to promote Azure beyond e-commerce by storing citizen data and powering driverless cars in India. While Amazon, Google, and IBM continue battling for cloud market share, the Flipkart-Microsoft partnership and recent Amazon-Microsoft AI collaboration demonstrate how competitors are now cooperating for mutual benefit.

Uploaded by

RAJAN SHAHI
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Group No: 1, SAJVA – Sec A

Partnership between Microsoft and Flipkart – A Borrow Strategy


In February 2017, Flipkart, the e-commerce giant from India decided to adopt Microsoft Azure
as its exclusive public cloud platform. Beginning with cloud infrastructure, Microsoft Azure
will add advanced cloud technologies and analytics to Flipkart’s existing data centres. Flipkart
plans to leverage artificial intelligence, machine learning and analytics capabilities on Azure—
such as the Cortana Intelligence Suite and Power BI—to optimize its data for innovative
merchandising, advertising, marketing and customer service. Microsoft will optimize
Flipkart’s existing data centres in Mumbai and Chennai, established in 2016, and make them
more intelligent.
Currently, Microsoft Azure holds s strong second position in the public cloud domain, lagging
behind Amazon Web Services (AWS), according to a report from Forrester research and
Fortune. But there is a battle raging between other major players like Google and IBM to
change the status quo. An alliance with a major customer like Flipkart will help Microsoft edge
past both AWS and Google in terms of brand value and market sentiments. Microsoft’s strong
presence in India, as well as its global scale will set the stage for continued growth and
expansion and a long-term partnership. Both companies, being strong technology based players
will work together to leverage their expertise and make online shopping more relevant and
enriching for customers.
On the other hand, Flipkart is fighting hard to compete with Amazon in India. Hence, Amazon
is a major competitor for both Microsoft and Flipkart, and this is the reason this new alliance
between Flipkart and Microsoft seems so interesting – It is directly targeted towards countering
the aggressiveness of Amazon and to some extent Google’s as well.
But there is more to this partnership than what meets the eye. This is indeed a high level, deep-
rooted strategic partnership, aimed not only at e-commerce market and cloud computing but
beyond that as well. Satya Nadella led Microsoft has been lobbying hard for promoting and
encouraging their Azure platform across the country. Not only Maharashtra citizens’ data
would be stored using Azure’s cloud capabilities, but India’s first driver-less car would be
based on Azure’s connected vehicle technology. Now, Amazon is also aggressive with their
AWS suite of cloud hosting solutions, and last year, they established their 1st data center in
India as well. Google has also announced their intentions of launching data centers in India, to
tap the lucrative B2B market for cloud hosting.
What makes this ecosystem more exciting is the recent announcement of partnership between
Amazon and Microsoft for developing their AI systems, Alexa and Cortana to compete against
Google Now. This proves that technology has truly moved the corporate world beyond
competitive advantage to usher in the era of co-optative advantage.

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