With the Intelligent Cloud, Microsoft provides a comprehensive technology platform and thus finally completes the strategy change from a product provider to a technology supplier, to an “enabler”. It gives us powerful development tools and services to innovate and deliver real innovation and value in our collaboration with publishers and media companies. How do we shape innovation and what opportunities do we create for our customers? 

The handling of data and communication with systems have become a natural, almost ” given” process, whether for business or personal apps. The connection of information and mobile availability are central issues. So-called “data silos” are becoming increasingly obsolete. With Intelligent Cloud (and its communication interface Intelligent Edge), Microsoft combines the technology that is the basis for comprehensive data linking and availability, as well as for intelligent evaluation and scalability of applications. Why intelligent? Well, the cloud is much more than just a data store. Application, services, data and infrastructure are closely interwoven here. 

Microsoft differentiates between sections in the development of its technology platform, some of which will be of central importance for the future development of enterprise software. For the sake of completeness – and because it is always good to think outside the box when it comes to innovation – here is a brief overview of all subsections: 


Perhaps one does not often associate this with enterprise applications.  It also serves for the distribution of new products such as virtual reality glasses, however, I would not underestimate this area.  Gaming plays an important role in the deployment of Microsoft’s block-chain technology-based license accounting! And content on new devices should not be underestimated: And content rollout on new devices could become very interesting for media companies in the future. 

Contemporary Lifestyle 

The constant availability of the latest information, images etc. in the private sector has become a natural part of our modern life. In this domain, Microsoft provides technology for end-user applications that seamlessly connects to the next: 

Contemporary Workplace 

Working in a team, comparing the state of the art, distributed and international projects: the modern workplace is less location-bound than ever and the increasing complexity of projects makes working in a team and the smooth distribution of information an essential success factor! With applications such as MS Teams, Microsoft maps the requirements of the modern working world and makes the cloud the focus of future-oriented organization and communication. 

Business Applications 

An important component of Microsoft’s corporate strategy is the further development of the Dynamics 365 platform with its enterprise management applications. For us, this is an important building block in order to be able to realize a cross-divisional company view, the intelligent linking of data and their lifetime-availability in the cloud for media companies. 

Applications & Infrastructure 

The former “core function” of a cloud, the hosting of applications and data, is being further developed in this context. The most important advantage is still the flexibility in computing power and data volumes. “Using instead of buying”, the cloud services around Azure, also give our customers the greatest possible flexibility and investment security. 

And last but not at all least: 

Data & AI 

This is the section that really makes the Cloud the Intelligent Cloud! A multitude of services and functions enables the integration of intelligent processes e.g. into the ERP system. Forecasts become more accurate, unstructured information becomes valuable data. And the application learns with it, i.e. machine learning. A small example: our EMIL application, with which business processes can be triggered and assigned from text – for example an e-mail. 

How does knk use the technological potential of the Intelligent Cloud? 

All sections and options that I have just described are available. How they should be used, and whether real innovation can be created from them with real added value in the application, is a question of our experience. And yours! Only after dialog and discussion can the vision of future-oriented business models and processes be realized, and the technological opportunities be fulfilled. 

The company-wide (and largely interface-free) availability of data, the increased use of artificial intelligence, in marketing automation and analysis for example, and real flexibility in resources and locations are already on the knk agenda. But this is never over. One reason for this is: 

Lifelong learning 

From the very beginning, information technology has been subject to rapid change. After a “catch-up phase” in which the technical possibilities first had to catch up with publishers needs, today we are in a time of mutual momentum. New technology enables new methods and new business models. Real innovation needs dialog and experience! And the best way to guarantee so-called future security is lifelong learning. 

Microsoft CEO Satya Nadella says: “You are not here to be cool but to make others cool” and I translate this loosley into “We also want to be cool, but even more we want you to be cool”. 

Photo by Diego PH on Unsplash