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Microsoft's Satya Nadella uses a subtle fear tactic to win cloud business away from Amazon

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When Microsoft CEO met with the CEO of advertising giant WPP, Nadella subtly reminded him of the risk of choosing the wrong cloud company.

He politely listened to Read talk about WPP's digital needs for nearly a quarter of an hour before gently saying,"We don't want you to think of this as just building an app on our platform. We want to enable you to build your own platform."Nadella was reminding Read that unlike giant cloud provider Amazon, Microsoft isn't competing with WPP. It isn't a retailer competing with WPP's customer's either.

Nadella's sales pitch is simple, and one used not just with ad agency giant WPP but with retailers, an industry Amazon has really clobbered: Do you trust a technology partner to store their data, handle their transactions, know the most intimate details of their business, if that tech partner is also a competitor?

 

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