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Market Insight

Cloud Computing solutions, including Software, Infrastructure, Platform, Unified Communications, Mobile, and Content as a Service are well-established and growing. The evolution of these markets will be driven by the complex interaction of all participants, beginning with end customers.

Edge Strategies has conducted over 80,000 interviews in behalf of our clients in both mature and emerging markets with decision-makers across the full cloud ecosystem- including Vendors, Service Provider and End Customer organizations.

Typical projects include:

  • Identifying target market segments
  • Designing Service Portfolios
  • Designing Application and Services Features
  • Developing Value Proposition and Messaging for each customer segment
  • Analyzing competitive alternatives and determining best practices
  • Designing Activation Programs
  • Building process to reduce churn, build loyalty and measure Customer Lifetime Value
  • Improving the User Experience

We provide current, actionable insight into business decision processes across market segments, from SMBs to Large Enterprises. Our work leverages a deep understanding of the business models of key Cloud Ecosystem participants including:

  • Cloud Service Providers ( CSPs)
  • Web Hosting Providers
  • Communication Service Providers
  • ISVs and Automation Providers
  • MSPs and IT Channels

Our experience allows us to get up to speed quickly on new projects. We are experts in designing and conducting quantitative and qualitative research. Based on our focused findings, we work with our clients to make the decisions necessary to gain early success in a variety of markets, including SaaS, IaaS, PaaS, UCaaS, and mobile/device services.    


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  • Finance ministers from the G20 countries are meeting this week in Rio de Janeiro to discuss, among other things, whether a global tax on digital services should be introduced. Eight of the countries — France, India, Italy, Canada, Spain, Great Britain, Turkey and Austria — have chosen to introduce taxes on their own that primarily affect American technology companies such as Amazon, Apple, and Google. The US, for its part, has threatened to respond by imposing tariffs on everything from French champagne to Italian handbags, according to Reuters. With US President Joe Biden announcing over the weekend that he does not intend to run for re-election in November, concerns have grown about whether his successor intends to stick to a possible agreement.

  • Apple is going for broke with AI smartphones and plans to put its best chip inside its entire range of iPhones and iPads, all to support Apple Intelligence, a tipster has claimed. While it is important not to read too much into a single, unsourced, unverified claim, and while the real-world implementation of the plan might differ from the speculation, Apple does have everything to play for.  The shift to AI is real and it is happening That’s because if it does manage to stake space at the cutting-edge of the AI device replacement wave, it should accelerate its growth in market share. This is why Apple intends to put the soon-to-ship A18 chip inside all iPhones, starting with the iPhone 16 series this fall and next year’s iPhone SE.  It needs to do so to ensure new devices all support Apple Intelligence, including new features not yet announced. (Apple Intelligence currently requires an A17 Pro chip inside an iPhone to run, or M-series processors inside Macs.) Apple knows that the future of Apple Intelligence, as with any other product, relies on it delivering great customer experiences. That means it doesn’t want people using its service to have experiences hampered by older devices. The company has previously clarified that the computational power required to run Apple Intelligence on device requires the best-available chip. Diverting company resources The company also seems to understand what’s at stake. It already seems to be cancelling some of its R&D projects, (including Apple Car) and scaling back on Apple TV shows to divert dollars into AI research. That represents the importance the company, once thought to lag the industry, now places on the sector and likely echoes the scale at which it is pivoting to build support for AI inside all its products, hardware, software and operating systems. Apple has been following the road toward AI for many years. Siri was just one facet of that trip, data detectors in iCal/Mail another, while the move to dump Intel in favor of AI-friendly Apple chips replete with their own Neural Engine all help show its embrace of AI has been intentional. On the back foot (slightly) What caught Apple by surprise was the speed with which OpenAI’s Chat GPT was adopted. My hunch is the company planned to continue to deploy machine intelligence/AI across its products in an intentional way over a longer time period. But the success of generative AI (genAI) caused Apple to accelerate its own journey, which means bringing all its products up to speed, not just to cope with what Apple Intelligence will do from iOS 18 on, but what it will be able to achieve in four years’ time. To get to that point, Apple must leapfrog some of its technologies, and the M4-powered iPad Pro (set to be followed by other M4-equipped Macs later this year) can be seen as evidence of that.  But still with cards to play The new A18 processor inside the upcoming iPhone range will presumably provide another big leap forward in computational capacity. That’s going to be essential to support Apple’s on-device vision for at least some Apple Intelligence features. It is also worth noting that the A18 will simply build on the big lead the company still enjoys in terms of chip performance compared to rivals. This competitive edge is one Apple must exploit. AI is a profound and world-changing technology and the hype around AI PC and smartphone sales will not turn out to be entirely meaningless. This is an inflection point at which new competitors appear, old empires fall, and new problems and opportunities emerge. Apple has lived through such points before. Today, it is leaning into everything it has already done to build a raft on which its survival depends. Meanwhile, we get faster iPhones. Please follow me on Mastodon, or join me in the AppleHolic’s bar & grill and Apple Discussions groups on MeWe.

  • In what it called its biggest product update since the company’s founding in 2011, Miro has launched Intelligent Canvas, an AI-driven platform designed to help teams manage their entire innovation lifecycle. “In many cases, the tools designed to make us faster are actually slowing us down,” Jeff Chow, chief product and technology officer at Miro, said in a July 17 blog introducing the platform. “We blow all our energy figuring out how to work or where to work instead of actually doing work. Teams can’t get on the same page and decision-making is disconnected. Innovation is supposed to feel like a sprint towards a shared goal. The reality is more like death by a thousand cuts.”  The Intelligent Canvas, he said, should improve the user experience via new AI capabilities, new workflows, interactive experiences, and scalable templates. AI everywhere The Intelligent Canvas, powered by Miro AI, features agents known as AI Sidekicks that Miro said provide domain experience when needed, participating on the board like any other team member. The initial set includes Product Leader, Agile Coach, and Product Marketer. “And we’re not doing this alone,” Chow wrote. “We’re partnering with industry experts like the Product Marketing Alliance, the world’s biggest product marketing community, to harness their specialized knowledge around the craft of launching new products and building marketing campaigns for Miro customers.” In addition, the core toolbar gives access to generative AI (genAI) features, providing AI prompts to help users create documents, user stories, and diagrams using their work on the canvas by, for example, turning a series of sticky notes with customer feedback into user stories. A simplified new UI Miro also announced it has simplified its user interface, adding Spaces to help organize information from multiple boards, as well as third-party documents, in a central hub accessible from any board.  And to let users focus better when using advanced features, new modes reveal only the essential tools required for the task at hand. The first offering is Diagramming Mode, which Miro said will be available across all plans. More modes are coming soon, though the company did not set a date. Flexibility Five intelligent widgets, built with the new Canvas software development kit, are data- and context-aware, and communicate with each other to “speed up certain actions and get teams into the habit of creating on the canvas together.” The current list includes: dot voting — colored dots that users can place on objects on the board to vote on them; polling, which lets users create polls directly in a board or template; people, which triggers context-sensitive actions when users drag and drop a user avatar on a project component; story points, used to add estimates of resources or timing for a job; and counter, which totals the number of assigned story points to help with capacity planning. In addition, a dozen intelligent templates bring together AI features, interactivity, and integrations with other tools to allow users to create workflows for functions such as sprint planning, road mapping, product planning, team capacity planning, cloud infrastructure optimization, and more. With more than 50 new features on the horizon, Chow said Miro is “going to be thoughtful when it comes to rolling them out.” Regular new releases and updates will arrive over the next couple of months, and “we’ll be listening hard to feedback along the way.”

  • As a major update to Chrome’s new cross-site tracking protection policy, Google announced that it is no longer considering dropping support for third-party cookies. Third-party cookies, which refer to the cookies that are set by a website other than the one a user is currently visiting through embedded content like advertisements, social media widgets, or tracking pixels, were earlier intended to be phased out gradually by the end of 2024. “Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time,” Anthony Chavez, vice president for Privacy Sandbox, said in a blog post. The phasing-out plans were made in favor of introducing Privacy Sandbox APIs that were intended to replace traditional third-party cookies and other tracking mechanisms. Tracking is still allowed at discretion Google Chrome’s Privacy Sandbox is an initiative designed to enhance user privacy while continuing ad-supported web access. The Privacy Sandbox consists of a set of privacy-preserving APIs designed to reduce cross-site tracking and protect user privacy by eliminating third-party cookies. Rather than completely pulling support for the third-party cookies, according to the update, Chrome will now allow users to choose whether they want to experience web browsing within the Privacy Sandbox setting or continue to have traditional cross-site cookies activated. “It remains important for developers to have privacy-preserving alternatives,” Chavez added. “We’ll continue to make the Privacy Sandbox APIs available and invest in them to further improve privacy and utility.” Users will have this option on top of another privacy elective Google rolled out in July 2023, “Enhanced Ad Privacy”. The feature was rolled out as part of Chrome version 115 and allowed for interest-based advertising without tracking individual users across websites. The feature is partially available and has had mixed responses. Multiple backtracking on cookies drop This isn’t the first time Google has gone back on its promise to completely phase out third party cookies. The company has previously postponed plans of cookies lockdown in June 2021, and later in July 2022. One of the pressing reasons for the delay is time. Google, reportedly, needs more time to test out the Privacy Sandbox settings. “The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome,” Chavez said in a July 2022 blog post. Chavez had also said postponing aligns with Google’s commitment to the UK’s Competition and Markets Authority (CMA) to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions. It is important to note, that while other updates outlined postponing of hammering down third-party trackers, the latest update, instead, hints that tracking may still exist as an option as the company pushes for privacy. “We expect that overall performance using Privacy Sandbox APIs will improve over time as industry adoption increases,” Chavez said. “At the same time, we recognize this transition requires significant work by many participants and will have an impact on publishers, advertisers, and everyone involved in online advertising.”