Infrastructure

IAAS is the “how” of how things get done in the 21st Century.

Humaginarium is fascinated by Amazon Web Services. And why not? AWS is new and different. Rock solid and continuously evolving. Hard to fathom as dark energy, yet earthy and ineluctable. I see AWS as our ideal business partner, though I’ve barely begun to figure it out.

I noticed AWS last year, when the Amazon Lumberyard (beta) game engine appeared on our horizon. Lumberyard is called that because it’s for building stuff, though precisely what and how were unclear. After all beta means in-progress, unfinished, experimental, randomly documented, high-potential, go-away-and-let-me work-on-this. I didn’t even know how to ask questions about it.

Maybe for just that reason, Lumberyard had charisma. It made no overt claims, but I felt a powerful brand promise sloshing in its amniotic fluid. The kernel of an idea that high-end graphic animation and massive, immersive interactivity can be made by a small company and delivered straight from the cloud to millions of screens.

Intrigue deepened when I started reading about AWS, Amazon Game Studios, Amazon Game Tech; and attended an AWS Media and Entertainment Symposium in Los Angeles on July 31. You know, I make the point almost daily that reading is not the best way to learn (and I say that as an avid reader). Case in point: it’s quite easy to spend an afternoon reading web pages about AWS and still be mystified. Attending the Symposium in LA and then the Amazon Startup Day in Chicago on September 6 was better for me. Listening to practitioners tell how they made things, even things that have nothing to do with games or medicine or education, produced helpful insights.

After drinking from a proverbial fire hose for a year, I can suddenly step back and hold up my discovery: IAAS (infrastructure as a service). Amazon is maybe technology’s greatest example of an adage, the whole is greater than the sum of its parts. IAAS is the whole of AWS. The parts are myriad ideas, people, systems, and companies that are to digital enterprise what transportation is to travel. IAAS is the “how” of how things get done in the 21st Century.

What is the whole of IAAS for Humaginarium in particular? It’s hard to overstate it. IAAS makes us feasible. It empowers us make and deliver numerous portfolios of exquisite scientific entertainment without having to beg investors for beaucoup millions in capital. It de-risks our business model and accelerates our production of things people love that they don’t already have, but which they need. It equips us for a long journey to success with a mass market, and shortens the journey with many amazing shortcuts. Most of all perhaps, it partners us with a company that shares our values and thinks the way we think, even though we have to work very hard to understand everything about it. Or maybe, because we do.