All eyes are on Amazon this morning with a highly-anticipated new device expected to be unveiled in Seattle this morning.
But several hundred miles south in San Francisco, the tech giant had some details to share about another big piece of its online empire: the cloud.
Making his regularly scheduled appearance at Gigaom Structure 2014 in San Francisco on Wednesday morning, Amazon Web Services CTO Werner Vogels briefly outlined his forecast on the next decade for the cloud.
That outlook is undoubtedly influenced by ever-increasing concerns by consumers, businesses, and governments worldwide alike over data privacy and security.
"I see most of this as an opportunity, not as something that is really bad. It's an opportunity to give customers tools to protect themselves," assured Vogels.
In response to recent rulings emitting from the European Union in particular, Vogels remarked that he has yet to see see a privacy regulation that cannot be met using good architecture principles.
Quite simply, Vogels asserted, the cloud is going to be where everyone puts their data.
Looking at consumers as an example, Vogels argued that the days when Internet users would manually load their digital movies and photos to their devices is gone. He further described mobile devices as windows to data that live in the cloud.
Looking at the business world, Vogels observed that most enterprises now have "a cloud-first strategy."
Vogels acknowledged that AWS has been having more conversations with companies still nervous about the public cloud. But he defended that "all requirements" can be met in the public cloud and customers can build virtually anything they want within these environments.
Gigaom founder Om Malik asked Vogels about competition recently coming on strong from the likes of Google and Microsoft, among others.
Vogels took a diplomatic approach, responding that it is "more important to work together to get customers into the cloud."
"We've always said this is too good a business. It's not a winner-take-all environment," Vogels commented.
Screenshot via Gigaom