Tech rivals known for their cutthroat competition are entering into novel partnerships for a reason that highlights the biggest need among tech customers: cloud storage.
Corporate clients in the tech sector are storing more data, and they want to be able to access it anywhere and use it in multiple applications. By 2019, 90 percent of workloads will be in the cloud, according to Cisco.
Amazon Web Services, which commands about 30 percent of the cloud storage market, announced an alliance with VMWare last week. The partnership will allow firms that already use VMWare in their business to run their software on AWS in addition to private servers.
Jerry Chen, partner at venture capital firm Greylock Partners, said many vendors are playing this type of "cloud chess" in order to give their customers complete offerings.
Microsoft, the second-largest player in cloud storage, is also tying up with another tech heavyweight. The company recently partnered with Adobe, the force behind Photoshop and Illustrator software packages. Adobe named Microsoft Azure its "preferred cloud platform," and Microsoft dubbed Adobe Cloud Marketing its "preferred marketing service."
The two companies will work together on data integration so customers can work across the Microsoft Dynamics 365 and Adobe Marketing Cloud business applications.