Amazon Web Services (AWS), the cloud computing business of US based ecommerce company Amazon, is witnessing phenomenal growth in India. As per some reports, AWS witnessed 60% jump in customers in India over the past nine months.
As Indian enterprises are undergoing a critical digital transformation, an increasing number of companies are now opting for cloud based services. Also, one of the key drivers for many of these enterprises is security since most of them still have traditional IT systems. Particularly larger enterprises are migrating to AWS because of the robust security features it offers.
Speaking about how AWS is enabling the media ecosystem in India, Deepak Khullar, Head - Media & Entertainment Services - India at Amazon Web Services, says, “Typically we see all broadcast automated systems traditionally being on premise. Most of the broadcast vendors who have been in the existence for almost two decades have been talking about how they can move to the cloud. The biggest reason for doing this is flexibility. Content production owners are looking at all new ways and means to deliver live content and linear content to different consumers.”
Amazon Web Services offers a broad set of global cloud-based products including computing, storage, databases, analytics, networking, mobile, developer tools, management tools, IoT, security and enterprise applications. These services help organisations move faster, lower IT costs, and scale up. Elaborating on these services, Khullar explains, “We offer services in like video transcoding, packaging and delivery. We also have partner-based solutions, which are built on top of AWS cloud and offered to customers as well as services, which help customers build their own solutions using AWS services.”
Ask him about the industries in India that are using AWS services in a big way, and Khullar adds, “We have got customers from different parts of media such as print, broadcasting, content production, aggregators and in the music space. In the content production space, we have got capabilities like doing rendering jobs and video editing jobs in the cloud. Even in the artificial intelligence space, we have services like deciphering what content is likely to get more popular. Moreover, we will soon be supporting some of our broadcasters to deliver live 4K 360 degree content in the VR mode. So, if you are viewing a cricket match and wearing VR glasses you will feel like you are sitting right there in the stadium.”
Further elaborating on the innovative solutions that AWS is capable of, Khullar states, “With AWS we can also enable live 4K steaming from space at a delay of 11 seconds. This is particularly relevant because there different kind of ways in which content gets consumed and it is important that there is no delay in putting up the content across platforms, especially in the case of breaking news scenarios.”