EFSS and the MAG vendors in 2016

When in conversations about the EFSS market, I'm often asked where Microsoft, Amazon, and Google (MAG) fit in the overall landscape. Usually it takes the form of, "isn't [insert MAG vendor name here] going to run away with this market when they get serious?"

I take a look at that question in my latest predictions video:

You may have noticed Apple isn't in the conversation here. I do occasionally get the question about Apple and iCloud, though it's less frequent than it used to be. Aside from the iPad infiltrating the business world, iCloud isn't getting traction — there isn't a business-focused administrative tool for iCloud that forces Apple into the discussion.

Video transcript:

Announcer: The following is an ESG 360 video.

John: I'm here today with Terri McClure, Senior Analyst, covering enterprise file sync and share technologies for ESG. Welcome, Terri.

Terri: Thank you, John.

John: So Terri, one of the new, cute acronyms in different circles of the tech market are the "MAGS" vendors, which is Microsoft, Amazon, Google, and Salesforce makes it plural. But if I just take the "MAG" from there Microsoft, Amazon, Google, each one of those, to some extent, obviously a major player in the enterprise tech market and has some form of file sync and share technology. How do you see it influence in the development of those major players and how it's going to shift this market?

Terri: It's a good question, and it's really something I'm going to be keeping an eye on. I mean, Microsoft, with what they've done with Windows 10 in the enterprise, and opening up Windows to mobile devices, and the bundling that they've done to include OneDrive, which is their file sync and share platform, certainly has a lot of visibility and traction in the enterprise today. The challenge is OneDrive really is an extension of SharePoint, and it's not really a full function file sync and share platform.

So I think a lot of companies that we talk to have plans to implement OneDrive, and they bring it into the enterprise. And if they've got SharePoint and they're very happy with it, but when they start looking at their broad mobility strategy across the enterprise, a lot of them have to bring in a second platform. And Microsoft knows that, and that's what I really like about Microsoft's new open strategy, right? They're out there. They're partnering with Blackstone, they're partnering with Dropbox, they're out there, they're partnering with ShareFile. It's about getting Office 365 adopted and letting people work the way they need to work, getting Windows 10 adopted. So I think, while Microsoft has a platform and it's going to get a lot of traction, I think they're also making a lot of the right moves within the ecosystem that people want to use.

John: So they're balanced at giving that customer choice...

Terri: They really are.

John: But at the same time being smart about leveraging their considerable install base.

Terri: They really are. For those people using Google, GoogleDrive makes all the sense in the world to use, if you're using it in a mobile ecosystem. And we're certainly seeing, in mid-size enterprises, Google get traction. Amazon, they were one of the latest entrants into the market. If you've bought into the Amazon Cloud and Amazon WorkSpace story, then it makes sense to use Amazon Cloud file sync and share platform. They really don't seem to be going outside their home user community. We're keeping an eye on it.

John: Obviously it's never a company to count out.

Terri: Right, absolutely.

John: Well, thank you, Terri. This was great, as always. Thanks for sharing your insights with us.

Terri: Thanks, John.

John: If you'd like to read more of Terri's research, you can visit her blog and her research at ESG-Global.com.

software defined storage insight

Topics: Storage