Feeds

The plot to kill Google cloud: We'll rename Windows Azure to MICROSOFT Azure

Yup, that'll do the trick

Build a business case: developing custom apps

Microsoft has devised a fresh strategy to distract customers from a raft of tempting offers by rivals – it's changing the name of its cloud computing service Windows Azure.

Windows Azure will be renamed Microsoft Azure tomorrow, a contact confirmed to us today following a scoop by Mary Jo Foley.

The paradigm shift name change is part of a general rebrand by Microsoft to cut the ties between its main products and the old Windows branding – instead it wants everyone to focus on its name. This is part of an overall transformation into a "devices and services" company.

We find ourselves wondering just how effective changing the name of a service can be, considering what Microsoft's rivals are up to.

Tomorrow, for instance, Google is going to make a series of major cloud announcements that will likely see it slash prices and increase the capabilities of its cloud service.

The next day, Amazon will make its own announcements at this year's Amazon Web Services summit.

And the day after that Microsoft's freshly installed chief executive, Satya Nadella will be in San Francisco to give a fluffy, cloudy press conference to Silicon Valley hacks.

Redmond was compelled to do something to distract us from this barrage of announcements, and what better way to slurp a bit of press attention than changing the name of a popular service [That's enough attention - Ed] ®

Boost IT visibility and business value

More from The Register

next story
The Return of BSOD: Does ANYONE trust Microsoft patches?
Sysadmins, you're either fighting fires or seen as incompetents now
Microsoft: Azure isn't ready for biz-critical apps … yet
Microsoft will move its own IT to the cloud to avoid $200m server bill
Shoot-em-up: Sony Online Entertainment hit by 'large scale DDoS attack'
Games disrupted as firm struggles to control network
Cutting cancer rates: Data, models and a happy ending?
How surgery might be making cancer prognoses worse
Silicon Valley jolted by magnitude 6.1 quake – its biggest in 25 years
Did the earth move for you at VMworld – oh, OK. It just did. A lot
VMware's high-wire balancing act: EVO might drag us ALL down
Get it right, EMC, or there'll be STORAGE CIVIL WAR. Mark my words
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
Scale data protection with your virtual environment
To scale at the rate of virtualization growth, data protection solutions need to adopt new capabilities and simplify current features.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?