Amazon Web Services: Accelerating Digital Diffusion

4 min

– Article in partnership with Amazon Web Services –

We have reached a point of no return: pervasive and ubiquitous digital technologies have penetrated every aspect of our lives. At the same time, the tools and software that enable us to manage them are also making huge strides. Amazon Web Services (AWS) is increasingly investing in cloud computing for businesses, with solutions that allow for a very high level of customization. Here’s how AWS is accelerating digital deployment.

Cloud computing: customizing AWS solutions

My regular readers will remember the digital diffusion paradigm I outlined in some of my previous posts. Essentially, the concept is borrowed from chemistry and biology, and refers to the spread and proliferation of matter and biological life. Similarly, digital diffusion was borne of our desire to transcend our limitations – to move the needle forward and improve quality of life through innovations, discoveries, and technologies.

Recently, I had an opportunity to reflect on this, as I listened to a joint presentation by Amazon Web Services’ CEO, Adam Selipsky, and Werner Vogels, the company’s CTO. During a week-long virtual conference, AWS re:Invent, I learned that AWS is far more than the largest cloud enablers for businesses. Its data centers are now all over the planet, and its services are incredibly varied, both in terms of infrastructure and application. Simply put, a new customer is spoiled with options, to the point where they can find just about any conceivable service for their application.

I say this from experience. Last summer, I used AWS cloud for a project that my company is about to release. It promises to innovate the insurance sector’s claims and risk assessment functions based on a patented computer vision innovation. I will have more to say about this in due course. But, for now, let me just note that there was an abundance of options for my development team to choose from.

AWS IoT TwinMaker to design a Digital Twin

In this article, I want to focus on the two AWS cloud features that I consider most important, with the promise of delving deeper on some of the others through my microblog posts on Twitter and LinkedIn.

Anyone who has ever had to work with Digital Twins knows how tedious it can be to have to focus on both the application part of the model and the data sources to connect them. Often, it’s necessary to recreate an entire data repository, and then activate the virtual model to extract simulations, foresee maintenance, or to optimize a product.

With the launch of AWS IoT TwinMaker at re:Invent, AWS provided businesses with a toolbox they could use to design and implement a digital twin for both products and processes. Since its framework is preloaded with primitives, you can instantiate it without having to replicate data in an asynchronous repository. Once designed, the virtual model can be shared with clients or teams through a web page, using customized plug-ins. And, with that, AWS has leveled the playing field, not just among nerds.


We've reached a point of no return: pervasive, ubiquitous digital technologies have penetrated every aspect of our lives. That's why Amazon Web Services is enhancing its technologies. Click To Tweet

AWS and Data Sovereignty

In addition, AWS is also helping companies meet the growing needs of data sovereignty – i.e., the need to keep data in the country where it originates to execute operations. Consistent with this, AWS data transport is carried out using dedicated lines to avoid, for example, something like data originating from Italy having to tour other parts of the world before landing back in Italy for storage. Many countries are already starting to ask for such guarantees, and there will be many more to follow.

In the near future, I suspect that we will hear growing discussions on these topics. After all, data is becoming far too important to overlook any aspect of sovereignty. For now, these two elements alone have given me a glimpse into a future where AWS infrastructure extends beyond the classic cloud regions to land everywhere. For those of you who are more visual, I’ve represented this in the infographic below:

AWS Digital Diffusion

Notice how digital diffusion has become not only far-reaching but also concrete. The features (like matter in chemistry) that used to remain concentrated in data centers have expanded to the point where they’ve breached the physical limits of the cloud to spread everywhere and at all times.

What will be the future impact of digital technology?

As I see it, the pervasiveness of digital technology is not something to fear. We should embrace it and use it opportunistically to achieve growth, progress, and improve quality of life on a global scale. My only caveat is that it must be inclusive and sustainable for our planet, and on this front, AWS is making strong strides again, as according to a study led by 451 Research, AWS infrastructure is five times more energy-efficient than the average European enterprise data center. This allows businesses in Europe to reduce energy use by nearly 80% when they run their applications on the AWS Cloud instead of operating their own data centers.

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