What is it about Amazon? First it disrupted retail worldwide with its online mega merchandise emporium. Now with Amazon Web Services, it has legacy technology behemoths like Oracle on the watch for deep cuts into their markets. It’s enough to have smaller, more modest cloud service providers shaking in their boots — unless they can find the chink in Amazon’s armor, according to Nigel Henderson, COO of UCS Solutions, who says that his company may offer something to retail customers that gives them a chance against AWS.

Henderson spoke to Stu Miniman (@stu), co-host of theCUBE*, from the SiliconANGLE Media team, during Nutanix 2016 .NEXT Europe. “I think the biggest benefit that we have is that we go right down the value chain and across the stack in the sense that if you’re going to start ticking all the boxes around quality of service, 24/7 response times, availability. … Yes, Amazon offers those, but when you do all of those together, there could be some pricing pressures I think, coming from Amazon,” he explained.

The boutique and the behemoth

Henderson told Miniman that in addition to cost effectiveness, another advantage smaller providers like UCS might have is greater specialization.

“I think where you’ve got dedicated workloads and you have customers who are really wanting to keep their data separate, I don’t know if [Amazon’s] necessarily going to be the right environment for the customers right now,” he said.

He added that UCS uses Nutanix Prism to bring processes together for easy management.

*Disclosure: Nutanix Inc. and other companies sponsor some Nutanix 2016 .NEXT Europe segments on SiliconANGLE Media’s theCUBE. Neither Nutanix nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of Nutanix 2016 .NEXT Europe.

Photo by SiliconANGLE