Amazon.com, Inc.’s Amazon Web Services (AWS) is changing it’s attitude toward the enterprise, turning towards hybrid options and offering new products fine-tuned for the enterprise. Aurora, a new high-performance database, represents a “stepping into the ring” for the enterprise, observed theCUBE’s John Furrier. It showcases AWS’s drive to facilitate data consumption and manipulation into actionable insights, driving concrete value for line of business.

theCUBE co-host Jeff Kelly noted that keynote presentations from executives at Johnson & Johnson Services, Inc. and Phillips Healthcare (Koninklijke Philips N.V.) highlighted how both companies are using Big Data analytics from AWS to drive the decision-making process, and, in turn, improve their services. He commented that Big Data performs a key role, “just off stage,” in helping Amazon offer in-line analytics that “will make money in operational environments.”

It’s rare to see the “gorilla in the marketplace” driving innovation, remarked Furrier. But, he said, AWS’s “machine gun of announcements” — with more expected tomorrow — demonstrates that the web giant is focusing on products that the enterprise values. Products like Aurora, the Service Catalog, a new set of Administrator Control Systems unveiled earlier in the day, Key Management, a standardized system of cryptokey management, and Code Deploy, a new way to deploy code across multiple EC2 instances, put Amazon far ahead of the curve, he affirmed.

theCUBE co-host Stu Miniman suggested that, even with all the buzz around Amazon’s services, AWS is “underestimated.” He pointed out that they’re able to help customers achieve “40 percent year over year growth.”

That said, Miniman also called attention to AWS’s “race to zero” with Microsoft when it comes to pricing. Furthermore, he wondered how far AWS will get with developers without an open source option: “Can they win developers by only giving them an API? Will Amazon be the new API?”

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