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It’s been a frosty few years Elastic and Amazon’s AWS cloud computing arm, with the duo regularly raising the horns over various issues related to Elastic’s ex-open-source database search engine — elastic search†
to cut War and peace-ish story short, Amazon had already introduced its own managed Elasticsearch service called Amazon Elasticsearch Service back in 2015, and in the intervening years the “confusion” has been this (among other things shenanigans) caused in the cloud sphere, Elastic eventually led Elasticsearch to transition from open source to “free and open” (i.e. a less permissive license), putting more control over how the cloud giants of the world might use the product and the Elasticsearch name.
In response, Amazon launched an Elasticsearch “fork” called OpenSearch, and the two companies finally settled a long-standing trademark dispute, which basically meant Amazon would stop associating the Elasticsearch brand with Amazon’s own products. This was an important final piece of the kiss-and-makeup puzzle, because it meant that customers looking for Elastic’s fully managed Elasticsearch service (Elastic Cloud) in the AWS Marketplacewouldn’t stumble upon Amazon’s incarnation either and wonder which one they were actually looking for.
The best of enemies
Fast-forward to today, and you’d hardly know the two companies were once at loggerheads. In the past year, Elastic and Amazon partnered bring In all perspectives of technologies and integrations and they’ve made it easier for their shared customers to onboard Elastic Cloud within Amazon’s infrastructure.
Building on a stake Last month to make AWS and Elastic work even better together, Elastic and AWS today announced an even deeper partnership to “build, market, and deliver” frictionless access to Elastic Cloud on AWS. Essentially, this means the two companies will go full throttle with their “go-to-market” sales and marketing strategies — this includes a new 7-day free trial for customers who want to test Elastic Cloud directly from the AWS. Marketplace.
Additionally, AWS has committed to partnering with Elastic to generate new business across Amazon’s various cloud-centric sales organizations – a direct result of Elastic’s entry into the AWS ISV Accelerate Program†
All of this has been made possible by the clear and distinctive products that exist today: Amazon has OpenSearch and Elastic has Elasticsearch, which makes collaboration a lot easier.
“It’s one thing to do product integrations, and it’s one thing to build collaborative go-to-market efforts,” Ashutosh Kulkarni, who recently to replace co-founder Shay Banon as CEO, told VentureBeat in an interview. “But where the rubber meets the road, what really matters is, are the organizations really aligned? And that alignment shows who’s behind these announcements. I really can’t tell you when was the last time someone of AWS was once quoted in a joint press release with Elastic.”
indeed, the press release for today’s announcement including a quote from Stephen OrbanVP for AWS Marketplace, partner engineering and ISVs (Independent Software Vendors), who noted that the two companies’ recent partnership is “just the beginning”.
“The foundation of our relationship with Elastic is rooted in listening to customers and working to deliver a great experience for them on AWS,” Orban noted.
While the benefit to Elastic in all of this is obvious, as far as letting the world’s largest public cloud company hit the Elastic Cloud drum, what’s in all this for Amazon? Simply put, companies using Elastic’s services on AWS infrastructure are driving a lot of cloud consumption – which translates into: ka-ching for Amazon.
“We give our customers choice on which cloud provider they use Elastic Cloud, and we have a lot of customers using Elastic Cloud on AWS — and as Elastic Cloud grows, so does AWS usage,” Kulkarni said.
Although Elastic is better known as an enterprise search company, it is basically a data platform at its core. Companies like Uber, Slack, Netflix, and Twilio bring their vast arsenals of data into Elastic, all of which ultimately benefits the cloud it’s hosted on.
“The fact that we are a data store, and data keeps explodingthis results in consumption of compute, storage, and so on, which is exactly what AWS wants — it’s something they thrive on,” Kulkarni said. they are the cloud of choice for our joint customers.It is an absolute win-win [for both companies]†
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