Amazon.comJumping into the often zany and occasionally Zen-y mosh-pit of television advertising, cloud heavyweights IBM and Amazon have begun showcasing their cloud-computing expertise and philosophies with campaigns that are strikingly different in messaging, tone and purpose. And in so doing, the two enterprise-cloud powerhouses open up a new front in the Cloud Wars. For IBM, its 60-second IBM Cloud For Enterprise powerfully underscores the company's positioning if its cloud as a vital piece of—but not the central component of—IBM's high-level strategy. For the past year, IBM has been aggressively and consistently positioning itself as offering a "cloud-plus" approach: cloud plus cognitive, cloud plus AI, cloud plus Watson, cloud plus data, cloud plus security. And its high-intensity TV ads underscore that positioning clearly and engagingly.

Source: Forbes November 27, 2017 13:07 UTC