Getting products and services out as fast possible is Amazon’s main objective even if the same will lead to launch delays in all the 14 regions that Amazon.com, Inc. (NASDAQ:AMZN) Amazon Web Services is currently available.  AWS CEO, Andy Jassy says that by getting the services in the hands of customers as soon as possible allows them to get immediate feedback that can be used for bettering the services before taking them to mass market.

Amazon Big Play

This means that going forward, newly launched AWS products and services will not be available to customers across the 14 regions at once. Roll out will be in phases until the tech giant achieves what it wants with a given product or service.

“We pretty consistently will choose speed over big, monolithic launches that mean we get capabilities in customers’ hands a lot later. We’ll always try getting capabilities to people quicker,” said Mr. Jassy.

Given that the United States is ahead of other countries by 12 to 36 months on cloud adoption, there is a high possibility that Amazon will be targeting this marketplace first on any new launches.  However, the executive has also sought to reassure AWS customers around the world that they will continue to improve the speed with which people gain access to new products and services.

 Fending Off Competition

While Amazon Web Services maintains the lead in terms of customer adoption of its cloud offerings, Jassy believes it will not be the only successful player in the space going forward.  With the expansion of the market space, more tech giants are betting big on the cloud business something that Amazon believes will lead to levels of innovation not seen before.

In a bid to fend off competition from Alphabet Inc (NASDAQ:GOOGL), Microsoft Corporation (NASDAQ:MSFT) and International Business Machines Corp. (NYSE:IBM), Amazon has set its eyes on artificial intelligence to bolster its cloud offerings.  The company has already released a slate of products leveraging AI including, Polly, a tool that will help people convert any form of text to speech for use in applications. AWS will also play host to Rekognition, a new image recognition service.

Amazon stock was down by $11.95 in Thursday trading session finishing the day at lows of $750.57 a share.