Sketch “We apologise for bringing the rain down with us from Seattle,” said Andy Jassy, Amazon Web Services SVP in a slightly sheepish opening.

It was an opening delayed by half an hour because of weather and traffic fears, but those who had made it through the elements to San Francisco were treated to various client testimonials. Ranging from Adobe, to Airbnb and Twilio, they came in a variety of industries and a variety of languages – the latter seemingly to prove AWS’ customer base was truly global.

Yet this was one of the points Jassy was to emphasise in his morning keynote. AWS now has availability in 10 regions across five continents.

“Most companies these days have end users all over the world, and infact most startups launch with users all over the world,” he told delegates. “And as such, companies don’t want to settle for what was the …