When is a partner not a partner?

As I have been focusing on the Industrial platform providers like Bosch, Siemens, Schneider Electric and GE, you constantly see part of their partnership validation has been with Microsoft Azure, or Amazon and AWS or even both in some form or another. Comforting, reassuring perhaps, or is it?

Both Microsoft Azure and AWS are building their own platforms also. Where would you put your money or fee’s to join?

Now if you are offering solutions that are focused specifically on solving industry problems where do you go, sign up, pay significant fees into and learn?

Would these decisions to join a platform take you towards those within an industry, the industrial builder of platforms, that build the physical assets and increasingly defining their digital services, or the providers of the digital kit, in the form of cloud, applications, data storage and security and the base platforms? Both have value but are the offerings clear enough in value or are they still leaving many potential clients still ‘sitting on the fence,’ not sure, watching what ‘plays out’

I am not sure how those within Partnership arrangement on platforms presently separate their knowledge and contribution but with the recent “slew” of Microsft Azure announcements, I wonder who is working for whom in some of these relationships?  Is the one with the digital architecture just piggybacking on the industrialist back, so as to understand industrial problems and then bring out their own ‘stand alone’ solutions? Where does that leave the industrial platform providers like GE & Siemens if the likes of Microsoft and Amazon seperately offer their own platforms? Take a read here and let me know your thoughts, please? I want to understand the dynamics going on here a little better. Continue reading

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