Marking a departure from the conventional enterprise software sales approach, Manhattan’s Fifth Avenue has become home to Amazon.com’s cloud computing arm, AWS. The recently unveiled “Builder Studio” in New York City is a dedicated space curated to exhibit cloud-based technologies while offering a collaborative environment for companies to construct prototypes with AWS engineers.
Chief Information Officers (CIOs) visiting the studio are treated to firsthand experiences of diverse prototypes showcasing innovative technologies. Among these innovations is the demonstration of a digital twin—a virtual, real-time representation of sensor-rich physical spaces or assets. Additionally, visitors can engage with a virtual try-on feature, allowing them to visualize how select shoes available on Amazon.com would appear when worn. Moreover, the studio boasts an advertising mood board creator powered by generative AI, enhancing the creative process in advertising endeavors.
AWS’s initiative provides a space for hands-on exploration of cloud-based solutions. It fosters collaboration and innovation between companies and AWS engineers, marking a new approach to showcasing and developing cutting-edge technologies in the heart of Manhattan.
Shaown Nandi, Director of Technology, Strategic Industries, at AWS, emphasized the importance of the in-person aspect, noting that it transforms theoretical concepts into tangible realities. The AWS Builder Studio is expected to provide a Disney-like experience, offering an immersive environment where customers can engage with customized demos showcasing AWS cloud capabilities.
The studio’s demos are set to rotate every three to eight months, focusing on industries relevant to the New York ecosystem. This initiative aligns with the evolving trend among AWS customers who seek specific solutions tailored to their needs rather than simply migrating to the cloud.
While other systems integrators have operated prototyping labs for years, AWS is making its mark in this domain, emphasizing customization and collaboration. The AWS Builder Studio sets itself apart by working closely with engineers from customer companies to develop prototypes aligned with their unique requirements. Although the studio assists customers in creating prototypes, the process is typically handed over to partners, systems integrators, or other AWS divisions for the final implementation.
Amazon’s cloud computing sector experienced reduced demand over the past year, attributed to corporate cost-cutting amidst economic uncertainty. Historically a major profit contributor for Amazon, the cloud business saw a modest 12% rise in sales, totaling approximately $23 billion in the third quarter.
However, collaborating with AWS presents a valuable opportunity for startups like Proto. Proto is leveraging AWS to showcase its hologram technology in the Builder Studio, recognizing the immense worth of engaging customers directly with their tech.
According to Raffi Kryszek, Proto’s head of AI & innovation, while online videos provide glimpses of their products, nothing compares to the in-person immersive experience of volumetric spatial computing. This firsthand engagement has already piqued the interest of a notable fashion brand sparked during their visit to the Builder Studio.
As per observations by industry experts like Wang and Nandi, the anticipation is for cloud companies to establish similar labs. The eagerness of CIOs to visit these studios mirrors a common sentiment: a demand for more—more exposure, more interaction, and more opportunities to witness and engage with innovative technologies firsthand.
FAQs
1. What is the AWS Builder Studio?
The AWS Builder Studio is a pioneering prototyping lab established by Amazon Web Services (AWS) in New York City. It’s a space dedicated to showcasing and exploring cloud-based technologies firsthand.
2. How does the AWS Builder Studio adapt to industry needs?
The studio plans to refresh demos every few months, focusing on industries relevant to the New York ecosystem. This ensures that the showcased technologies align with evolving industry trends and demands.
3. What impact has the Builder Studio had on startup collaborations?
Startups like Proto leverage the studio to showcase their technology directly to customers. The immersive experience has attracted interest from established brands, offering valuable exposure to innovative tech.
4. How has the AWS cloud sector performed recently?
AWS experienced a modest sales increase amid economic uncertainty, reaching approximately $23 billion in the third quarter. Collaborations showcased in the Builder Studio illustrate valuable opportunities for tech showcases within AWS.
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