Startup was the key to early Amazon Web Services success and most still favor the platform for cloud infrastructure. Microsoft believes it has a strategy to win them.
On an event in Seattle last month, Microsoft Marketing Manager Chris Capossela took the big question: " " Your Strategy [ Startup  using your sky ? "Asked Greg Gottesman, co-founder of Pioneer Square Labs.
Capossela continued to publish the strategy, which drives down to two key elements: be pragmatic and provide many freebies.
Step # 1: Be Pragmatic
The first thing you must know is that Microsoft does not eagerly lure startup to give up AWS. This is because Microsoft believes that more players can succeed in the cloud at the same time.
"Cloud tech business is not going to be a single supplier that wins everything," Capossela said. "The office was so for many, many years. It does not look like the cloud will be that way."
This approach is evident in Microsoft's venture capital group, M12: Ninety percent of the launches that the funds run at AWS, says CEO Lisa Nelson in October.
"I will not try to convince you to move what you already have in AWS of AWS," added Capossela. "Instead, we'll pick a little net greenfield opportunity."
More often than not, this option is in software-as-a-service, Capossela said.
Step # 2: Give Freebies
Microsoft also lures launch through multiple direct incentives.
- Venture capital: Start-up funded by Microsoft's venture arm can "use any tech stack," Capossela said. "More often than not, in the end we find that these startups will end up trying our things."
- Free credit: "We have a launcher that's really free to boot to get started on almost all the products we create," he said.
Finally, Microsoft does what you can to get started in the door and make the sale later.
"You really want somebody to try," Capossela said. "The proof is whether you deliver."