December 20188 IN MY V EWIn this age of fast, light, data-intensive, internet-driven products and platforms, it is impossible to think of running businesses without using cloud technology. As a technologist for the better part of two decades, I have seen the rapid shift from hosted architecture to cloud based systems and the rate of adoption has only increased exponentially, as CTOs and even CEOs, CFOs & even CSOs have completely bought into the benefits and potential cloud-based architecture.As CEO & CTO of Living Consumer Products (started in 2014), I had no doubts to start off with cloud-based services, namely on Amazon Web Services (AWS). We, at Living Consumer Products cater to both kind of audiences, we engage directly with end-users through our casual dating and connect mobile app ­ iCrushiFlush, while we also built an AI-driven digital marketing platform ­ XENA ­ which aids us to provide brilliant marketing services to brands and companies. In less than 3 years of its existence, iCrushiFlush has signed up over five million users, with over 750,000 being active daily. With over 20 million transactions happening every day, there was no question about using hosted systems. Our digital marketing service platform XENA is driven by neural networks, where we use data to understand engagement trends, creative analysis, consumer behavior patterns and show the right set of Ads through the appropriate channel to deliver maximum return on marketing investment (ROI). This involves intense computations to decide near real-time which channel to spend on before it plateaus with regards to acquisitions and achieving optimal yield.Running an organization with such diverse products and requirements is possible only because of the advent of cloud-based services, where technology has become simpler, faster and economical. If organizations still use local compute and storage, GOD save their future.In this space, Amazon Web Services (AWS) has really changed the game when it comes to IT infrastructure and has been the catalyst for the tremendous growth in the mobile and internet space along with the multifold growth in various tech startups providing cutting edge solutions. You can develop an application and launch the same in minutes rather waiting for your procurement guy to wait up for the physical machine in your AMAZON WEB SERVICES HAS CHANGED THE GAME WHEN IT COMES TO IT INFRASTRUCTUREBY AMIT VORA, FOUNDER AND CEO, LIVING CONSUMER PRODUCTS PVT. LTD. (ICRUSHIFLUSH)
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