Serverless Company — Lambda Business

5. June 2018

Martin Jahr

As an enterprise strategy and business development consultant, I like to stress my limits from time to time by entering unknown fields. My current playground is amazon's AWS Cloud Services offering, which I am desperately trying to embrace. Great experience and fruitless exercise combined, since the AWS services universe expands faster than I can deep-dive in all the fascinating technology details of this setup.


What I find remarkable though is how Jeff Bezos' leadership principles and customer-oriented service designs shape the AWS technology. A portfolio of this size, managed in such a consistent and well-knit manner is rarely to find among the enterprise suites we all know.

This brings me to the idea of reenginering businesses from that technology perspective. I can only recommend the AWS Well-Architected Framework White Paper

which explains the five constitutional pillars of the AWS Cloud technology: Operational Excellence, Security, Reliability, Performance Efficiency and Cost Optimization. Mix together with Amazon's 14 leadership principles, add some lean and agile method glue, and voilà - here's the digital business framework we all hope to reach with our own legacy-burdenend companies from the past.


Is the framework applicable to existing companies?

You bet. All at once? For sure not. We didn't forget Hammer's and Champy's revolution from the late 80s, which brought good insights about lean and process but got stuck in the end since Goliaths are hard to kill. The beauty of service-oriented concepts is that you can cut first, and optimize later. That principle, discovered at the CORBA age, has now come to a technical ("Cloud") and procedural ("Devops") maturity that "Everything as a Service" has become possible with super-lightning speed and unpredecented quality, if architected in a cloud-compatible way.

To stay in the picture - most companies try to be EC2 businesses when converting to digital. "Go Cloud But Stay as You Were" seems to be the theme. Digitized product offerings, Omni-channel marketing, and web-based service tickets hide more often than not a legacy organization kernel that remains unchanged and creates stress between centrifugal forces at the perimeter and the immovable core.


A serverless sollution

I think we can do more than that. What if we as a business would provide services that are "serverless" in a way that you just connect, consume the service, pay as you go and leave the rest to the provider? "Easy" you might say, "are not all the retail marketplaces and app stores part of that business?" True, and we can see the success of the big platforms, led by Amazon in the consumer space. But I think it's time to really create Everything as a Service - IT Solutions, Enterprise Consulting, Education, Complaint Management, and all Operations Functions that make it so hard to build a consistend customer experience these days.

ISR, the company I work for, hast just spawned off the Buildsimple brand that has exactly that goal - build products that allow your business to digitize your operations quickly. We are quite in an early stage but first services can be obtained as needed via the AWS Marketplace as SaaS offering. Stay tuned for more!

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