INFORMER magazine

NFORMER ISSUE #2

icentricagency.co.uk

MAKE RECRUITERS HISTORY

THE RECRUITMENT MENACE p 17

GEEK ALERT

FOLLOW THE NERD

p 12

GOOGLE PAGE INSIGHTS

#FAKE NEWS

p 11

TOTAL 365

A YEAR IN THE

NOOOOOOO!!!

PLEASE DON’T MENTION GDPR

p4

LIFE p6

HTML 6 • HTTP2 • .NET CORE 2 • NoSQL • AMP

They may have lost your money, but Barclays gave us this award for Best Creative Innovation

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How Time Flies…

It has been a long time since we last saw a publication from iCentric, but that isn’t because we haven’t had anything to tell.

In fact, quite the opposite, but as is the case with most busy agencies, we just haven’t made the time – until now!

We have got a few things to tell you about us and what we’ve been up to, a bit of industry news and most importantly, some interesting ways in which you, our clients past, present and future, can get ahead digitally in 2018.

So without further ado, let me allow you to read on and wish you all success in the coming year.

Alex Capone

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“DON’T MENTION GDPR” I mentioned it once but, I think I got away with it!

4% FINE

2018 MAY

25 4

According to a study by Imperial College London, there were 400,000 cases, resulting in 25,000 deaths, from MRSA acquired in hospitals throughout the EU. It was only natural then, that the EU should move swiftly to protect people who have fallen victim, not to MRSA, but to unwanted email communications and to bring about sweeping changes that will cost billions of euros all at the expense of businesses.

They’ve kindly given a deadline of May 25th 2018 to comply and they’re threatening businesses with fines of up to 4% of global turnover if they don’t, but it’s still not very clear what exactly is required to meet the guidelines.

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To make things clear, we’ve created a simple flow chart, which lays out your options Do you want to be GDPR compliant?

NO

YES

Do you want to store data?

NO Sit back and hope it goes away, like Y2K.

YES Spend a bit of money getting rid of old data and ensuring that you do not store any more.

So there it is – the simple guide to GDPR

Spend a bit more money, modifying your systems so that you store data in a compliant way.

If you have decided that you do want to comply one way or the other, you will need us to sort out your website’s data storage.

Please don’t leave it until April, because there is absolutely no way we will be able to help by the May 25th deadline.

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A YEAR IN THE LIFE It certainly has been an eventful year - some major project launches, migration to cloud hosting, some new clients, some new team members, some new tech and the daunting prospect of some new regulations.

JA N UA RY

2017

2017 kicked off with a major website launch for Subaru UK. We had been beavering away through the latter part of 2016, producing an all new website to showcase their range of SUVs, including two sub-sites which cater for their Performance Vehicles, Aftersales and Accessories. www.subaru.co.uk

At the same time, we went through what can only be described as an ordeal, which was to make the iCentric CMS cloud ready and migrate to Microsoft’s Azure Cloud. The experience has certainly taken a few years off of the team involved, so for anyone reading who is considering a similar move, here is some consumer advice; don’t expect decent levels of reliability, documentation, support or savings from Azure.

For those who don’t want any of these things, Azure will be a perfect fit for your business.

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Another project launched in January was for an arm of the United Nations, UNCDF, based in New York. We had worked remotely over the previous year and to this day have not met our clients, which has disappointed some of the project team who thought that they were in for a few trips state-side.

Sorry guys, maybe next time! www.uncdf.org

Next up was a collaborative project with a certain Mr Rooney.

Not Wayne, Terry Rooney of Rooney London, Branding Agency.

Terry’s client was the Egremont Group, a management consultancy firm based in London and Chicago.

Terry provided the branding and we soon discovered that he was a bit of a stickler, so we really had to be on top of our game when interpreting his brand on the website. Great experience though, which led to some further collaborations. www.egremontgroup.com

Spring saw the nail biting launch of a major expansion to Mott MacDonald’s website. A lot of work had taken place behind the scenes to clone several thousand web pages of the existing website into region specific pages and to import a few hundred web pages from an external external site, for their North American markets.

Fortunately, it went smoothly and we didn’t have to go into hiding. www.mottmac.com

AP RIL

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Isuzu, our second automotive website of the year launched in April on a tight deadline to coincide with the launch of their new range of pick-ups. Possibly the glossiest website for commercial vehicles on the internet, Isuzu has been a major success. I’ve even thought of buying one. www.isuzu.co.uk

Rounding up the first half of this year for website launches, we had FFP Packaging, wh you you may not be familiar with by name, but you probably are with their work. They provide packaging for most of the food you’ll find in the supermarkets. www.ffppkg.co.uk

A completely new website for Newcastle International Airport was launched in April, replacing the one that we had designed and developed five years earlier. You realise how time flies when you start launching second and third generations of websites for your clients. The site has a great design, familiar but different, simplistic yet all encompassing, comprehensive while uncluttered, expensive…. but well worth it! www.newcastleairport.com

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JU N E

Havelock Europa’s new website and branding was launched, with a bold new look to help showcase their services and projects without losing any of the corporate info. For those of you not familiar with Havelock Europa, they provide commercial interiors and furnishings to large businesses and schools. www.havelockeuropa.com

Integra Associates – we gave this client something a bit different, helping them to stand out from their competitors in the IT sector. www.integra-associates.com

Machine Tool Sales Online. Another client of ours from way back when.

The project was started a few years prior but was shelved and then reawakened this year after our client finally decided it was time to retire their old website after ten long years of service. www.machinetoolsalesonline.com

AUG U ST

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Revolution and Come Together are two excellent songs by the Beatles, from the same era, with diametrically opposed messages.

Deciding which message is true and therefore which song is best is still an unresolved issue after almost fifty years, so we decided to get involved in the debate.

their own operating systems and browsers in an attempt to get a better slice of the digital pie.

It is the same story in the digital world. Everyone wants to do what is best for them. They want their own recipes for CSS and JavaScript frameworks,

For the foreseeable future, we will have to deal with all of the issues arising from the internet’s lack of togetherness.

Standards have been introduced in an attempt to make everyone’s digital offering work in harmony, You will have seen on the news that in Spain, the so why do we still have the same problems with wealthy Catalans have decided that they no longer incompatibility? Because one persons interpretation wish to be Spanish, nor associated with the tomato of ‘standards’ is not the same as another’s and throwing bull dodgers in any way. there is no-one on hand to dish out substantial fines for those In time, a day at Closer to home, we decided that we who choose not to interpret them didn’t want to be European anymore the seaside will correctly. and we have been forced to listen to mean travelling Nicola Sturgeon banging on about Without wanting to stand in the to the Peoples independence for the Wildlings. In time, a way of commercial opportunities, Republic of Norfolk. wouldn’t it be better if we had a day at the seaside will mean travelling to the Peoples Republic of Norfolk. greater degree of compatibility and conformity? Surely, there would be no complaints if So, the message we are getting here is one of we were able to do away with cross browser or cross revolution. People deciding that they only want to be platform issues? Can we not Come Together? associated with those they can closely identify with, those who are their immediate neighbours, those Which brings us to a conclusion: Revolution is who are of the same standing and those who speak understandable and Revolution is almost inevitable, the same language. but ideally Come Together is the preferred option.

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GOOGLE PAGE INSIGHTS

#FAKENEWS

Emperor Trump is well known for dismissing everything that he doesn’t want to hear as #FAKENEWS. Well, we are no different, but unlike Mr Trump, we’re going to back up our dismissal of Google’s Page Insights Test, with some facts.

We are sometimes confronted with the question as to why a website is only scoring 60% in Googles test, with a list of issues that need to be addressed.

Surely it must mean that we haven’t been doing our job properly?

We understand that these scores and lists of issues can be alarming to some, but are they really anything to get agitated about?

This is known as the point of diminishing returns and it’s where logic dictates we stop worrying about Google’s test page result and stop pouring resources in for little or no gain.

However, if your site is performing slowly or if you have any concerns, call us and we’ll carry out a meaningful test.

To put things into perspective, lets have a look at Google’s own test results.

This is a result (see image) when Google’s Developer site was tested. Let’s not forget, Google own the internet and they are the one imposing all of these standards and this is their test, so you would expect their results to be tip top. Yet it scores 69%.

Pagespeed Insights

New Tab

You can’t help but chuckle at the irony. It’s made worse by the fact that there is nothing even remotely involved in the Google Developer site, just a few words and images – no fancy animations or bandwidth sucking video.

Amazon – They run a fair chunk of the internet don’t they? Despite all of their resources and technical know-how, score a miserable 48%.

And what about Microsoft? They know a bit about computers, right? Their site scores just 53%.

We could produce similar results for all of the top companies involved with the internet. These tests don’t prove that they all have under-performing sites, but that the test itself is flawed and hence why this is #FAKENEWS. You see, a result of 60% is not really an accurate reflection. 60% actually equates to about 97% in real terms.

To achieve the final 3% a lot of work is required to achieve very little benefit – maybe a couple of nanoseconds shaved off of page load time, depending on how many people are using your WiFi at that time.

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GEEK ALERT

FOLLOW THE NERD

This section isn’t just for techno-geeks, its also an aid for people who have trouble getting to sleep.

We have rounded up some of the most relevant acronyms and techno-malarkey that applies to us and consequently to you, our customers.

HTML6 Scores 6/10 On the scale of most boring things you’ve ever heard What is it?

The people who run the internet make up the rules for what we can and cannot do with web pages.

In 2012, they gave us HTML 5 and said that from now on, you can resize your websites and you can have layers of content and you can play videos in the background.

After several years they have decided to do a bit more work and have been dangling some carrots like the ability to control device hardware, such as cameras and sensors, with HTML, plus some more video and image trickery.

How does it work?

Well, firstly, people who make web browsers all have to support it and so do people who make mobile operating systems.

Then we will have to type some new things into the code and then overcome the ensuing problems that will inevitably occur.

Can we have it?

Be patient, it isn’t ready and you will have to accept that you will no longer be able to use Internet Explorer 8 as I’m certain that it will not be supported.

What will it cost?

Probably no more than a website redevelopment using HTML5.

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HTTP2 7/10

So still quite boring

What is it?

You may have noticed HTTP and HTTPS in front of web addresses. HTTP2 is a new one of those.

What does it do?

HTTP2 makes your website faster, because every visit to your website creates a lot of individual server requests for the content, one after the other. The addition of ‘2’ on the end, means that they can all be fetched in one go.

How does it do it?

Honestly, we do not have a clue.

Can we have it?

Yes, when we move your website to Amazon.

What will it cost?

Absolutely nothing, say it again, huh!

.NET CORE 2 9/10

Making it ULTRA boring

What is it?

Have you heard of .NET? That’s what we use. It has a successor, .NET CORE which we didn’t bother using. Now there is a grand successor, .NET CORE 2

What does it do?

In the long run it will make our developer’s work easier which will make your bills cheaper.

Can we have it?

You are going to have to have it. We have been using the old .NET for five or six years and it has a few years left in it, so what’s the problem? Well, I have got suits that are older, but I haven’t thrown them away because there is a chance that I’ll be slim enough to fit in them at some point, plus there’s a chance that they will be back in fashion.

Sadly with code and software, there is no chance of anything other than obsolescence. Upgrade or die, or suffer the inevitability of increasing costs, problems and lack of options for finding anyone to help.

What will it cost?

Too early to say as we’re still looking at it. Hopefully nothing or close to nothing.

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OH CRAP !!

THAT�S 10 YRS, I’VE COMPLETELY WASTED.

The Geek Shall Inherit the Earth

Since leaving Apple, one of the founder nerds, Steve Wozniak has been busying himself by combining philosophy with mathematics.

This summer, he unveiled the result of many years of research, which is a formula for happiness.

Represented as an equation;

Happiness = (Smiles - Frowns) We immediately noticed the flaw in his equation and have corrected it accordingly;

Happiness = (Smiles - Frowns) + (Pies x Cake) 14

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NoSQL 9/10

Incredibly boring

What is it?

NoSQL an alternative to the conventional way of storing data in databases.

A conventional SQL database does not like to multi-task.

It likes to finish adding a new record, before it will add any related items and only then will it be happy to add the next record. Also, it doesn’t like to share the load. Only one SQL database can have records added to it. If you have more, the others will only let you read their records.

SQL is always accurate, but is slow and doesn’t scale out.

NoSQL lets you add anything you want, when you want to as many databases as you want, on the understanding that everything will probably be accurate, eventually.

What does it do?

I forgot to ask, but what I can say is that SQL cannot be dismissed. It will always be essential for storing certain types of records, but NoSQL can be used to good effect on a large scale, for the rest.

Can we have it?

Yes, we will use NoSQL where it is appropriate, going forward.

What will it cost?

Amazon will charge by the amount of data in and out, so it will all depend on how much it gets used.

AMP 5/10

Actually quite interesting

What is it?

AMP or Accelerated Mobile Pages is a collaborative effort

by Google and the other dictatorships of the internet to impose a new standard for mobile website pages.

Its been around for a couple of years but has got a bit more interesting recently. If pages are coded in a certain way and pass the validation, they are rewarded by being cached in a special way by the search engines and delivered more quickly to the users mobile device.

As a bonus incentive, search engines give priority in mobile search results to AMP compliant pages.

Can we have it Absolutely. Existing mobile pages can be modified and new projects can have AMP compliance included.

What will it cost?

Absolutely nothing, on new projects.

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BACK TO... What we have been up to in the second half of...

2017

Can you imagine in any industry, undertaking work for a client who is either not able or not willing to articulate what they want?

Added to that, they simply demand that ...

“It just has to be magnificent” Well, we undertook that job in full knowledge that it could be a figurative banana skin of a project. Why did we take it on? Boredom I guess – makes people take inexplicable risks.

That was how the Rockstar Interiors project came about. We created a video, with absolutely no input from the client and presented him with the finished article. Fortunately for us it was deemed to be magnificent. So, we did a bit more and made a navigation system some inner pages and all of the content, again with no input from the client.

The end result is that it was probably the easiest and most rewarding, from a job satisfaction perspective, project that we have undertaken, although we have no intention of using it as a blueprint for future projects!

S E P T E M BE R

www.rockstarinteriors.com

also saw the launch of Winning Moves, the name behind Top Trumps and a number of household card and board games. The Winning Moves website is an e-commerce site, with a slight twist as all of it’s product management is carried out in Linnworks, which is a multi- channel selling tool. Linnworks is a fast growing company and their SaaS sales platform is highly regarded and we are pleased to be able to offer the integration module to new and existing iCentric clients. www.winningmoves.co.uk

We have a number of exciting projects in various stages of production at the moment and we’ll tell you about them next time.

Finally, Shakespeare’s ‘Once more unto the breach....’ Just about sums up what we are doing with website hosting.

Earlier in this piece, we mentioned the ordeal of migrating our hosting to Azure. Now, we are at it again, this time migrating from Azure to Amazon. We explain why on page 22.

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Long ago in a galaxy far away...

If you needed to recruit some staff, you would place some adverts and within days eager applicants would be clamouring for interviews.

Then, throughout the 90’s, the menace of the recruitment agencies began to take hold and prosper.

Unlicensed and unregulated, recruitment agencies soon realised that they could spread their insidious intentions through LinkedIN, to the point where 90% of all LinkedIN connection invitations are from recruiters.

Now, candidates don’t look for jobs. They sign up with agents who hold businesses to ransom, charging anywhere between 15-40% of annual salary for their service, which as far as we can tell, is limited to emailing out CVs and then sending out invoices.

90% OF ALL LINKED IN CONNECTION INVITATIONS ARE FROM RECRUITERS Recruiters do not even take a single bit of responsibility for what they are selling. If you employ a person through an agency and they decide to leave shortly afterward, don’t expect a refund, because you don’t have any rights, unlike a consumer who would have a legal right to a refund or replacement, if his new TV vaporised after three months.

It has occurred to us that despite only being a small business, recruiting a handful of new staff yearly, we are paying between 2 and 3% of our annual turnover to recruiters. That equates to 10% of business profits and is almost as much as a GDPR fine for non-compliance!

So, what can be done to wrestle back control of our staffing needs?

Now that we have established the budget that we have available, we can focus on how we can reach potential candidates, promote our business as an exciting place to work, manage our applications, make our new recruits feel welcome and involved and keep our staff happy and productive in the long term.

Much of this can be achieved or at least significantly aided through digital means and is something that we will be addressing for 2018.

If your business is being affected by the recruitment menace, speak to us about tailoring a process to meet your recruitment needs and save on your recruitment costs.

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DIGITAL MARKETING

ROLLING THE DICE Do you like to gamble?

We don’t and we don’t believe that our customers should consider their marketing spend as a gamble either.

Digital marketing in it’s various forms goes back a number of years and most people don’t realise that we were in on it from its infancy.

Way back in the noughties, we were the ones who first created and managed SEO and Adwords marketing for a major international airport’s car parking, building a multi-million pound enterprise in the process.

We have successfully and profitably created and operated campaigns for numerous clients, but have often felt that businesses look at stand-alone marketing agencies as being a more attractive proposition because they ‘specialise’.

Well, from this day forth, we are ramping up our marketing operations and will be promoting them accordingly. Our strategic thinking and broad sector knowledge, experience and achievements put us on a par with any marketing agency, plus we have the added technical skills in house and our own software that makes the difference.

In line with our views on gambling, we will go further than any other agency and undertake to work on a target driven basis, rather than making you pay for an agency’s efforts, regardless of whether you have had any benefit.

While we are on the subject of gambling, did you know that Ladbrokes, the bookmakers, spend £80,000 per month on SEO, £250,000 per month on Adwords and a similar amount on Social Media Ads. Why? Because they get returns on those figures.

Provided your marketing strategy is sound and the accounts are properly managed, there is a strong argument that the more you spend, the more you will make.

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Of course, there is not a prescribed, one size fits all strategy, which is why we would recommend giving us a call to see what we can do for you.

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“Hey Siri, what is Voice SEO?” Seven times out of ten, Siri will have put forward one or more takeaway restaurants in reply to that question, but there is no doubt that voice enabled assistants are improving in quality and increasing in their usage.

So what is voice SEO?

This is all very well, but what to do about it?

It is the optimisation of your websites, to be returned in results of searches which have been made through voice enabled assistants such as Siri, Alexa, Cortana and the other one whose name I forget.

There is one slight snag. Currently, there are no tools for us to measure the number of searches that come from voice assistants, so we can’t actually establish any baselines or improvements. However, these tools are coming soon.

How is this different to normal SEO? Good question. In theory, it shouldn’t be different, but it is for these reasons; 1. While Android and Apple use Google’s search engine for their voice assistants, Amazon’s increasingly popular Alexa and the ubiquitous Cortana both use Bing. This could change at any time as manufacturers will use whichever search engine that pays them the most for the privilege.

Our point is, that Bing is equally relevant for voice search results, whereas it is a mere bit part player in traditional search.

2. Many voice searches are carried out on mobile devices.

Results are different on mobile so there is more of an emphasis on creating AMP compliant pages.

Other than that, we can do all of the things that we know will make a difference, even though we won’t be able to prove it immediately. If we don’t, our competitors will be benefiting and we will be missing opportunities.

If you want to get onboard with voice SEO, call us and we’ll get you started.

Stats indicate that by 2020, 50% of all online searches will be voice searches.

3. People don’t use the same words or phrases when they ask a question verbally compared to when they type into a search bar. Consequently, the focus has to widen to incorporate both and this is especially relevant to onsite content and inbound link strategies.

Did you mean Voy Se-ho?

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SUBLIME TO RIDICULOUS Our staff and clients make us who we are.

What follows is an insight into some of the personalities on board.

Twisting my Melon, Man Here’s our in-house rocker, Marc, performing live with Bez from the Happy Mondays.

Bez is also known for being a Class A drugs enthusiast and together with his band-mates, whilst recording in Jamaica, infamously ripped out the equipment from the recording studio and sold it for crack cocaine. …Hence, why Marc is anxiously holding on to his guitar!

Best Employee Quote “Pay day is coming up, so please can I have a pay rise?”

A User Interface is like a joke.

If you need to explain it, then it’s not that good.

The Hippy Shakedown Imagine my surprise when this hippy tenting wagon rolled into the car park…..and none other than Number 1, Signor Capone emerged from the four wheeled shed, proudly beaming at his newest source of unreliability.

In the year that followed, it spent most of it’s time in the repair shop, until Alex, finally overcome by ‘rust anxiety’, decided it was time to sell, after having put nearly 70 miles on the clock. More heartache followed, as the unscrupulous buyer resold the old Vee Dubbya for a profit of £18,000 - in a week!

Keeping Up Appearances Uncontrolled immigration is high on the government’s to-do-list.

No Shamen It When Lee got our job offer, he immediately rushed to Nepal to seek a blessing from a Holy man.

“I really think that I’m going to die in a knife fight – I’m serious” Terry Rooney – rooney.london

Before he could be deemed worthy of this blessing, he had to prove himself through selfless work to aid the homeless, abstinence from proper food and living in the same T- shirt for several weeks.

After successfully completing his trial, Lee was rewarded with a holy blessing and a complimentary face painting.

Fortunately for Sam, who smuggled his way across the border from New Zealand, and us, they haven’t got around to it yet.

Here is Sam being presented with his UK Citizenship Certificate from Hyacinth Bucket, of all people.

“Do you have a pen?”

“Yes” “You’re fired, only a *@#! would carry a pen” David Arcadian to his former website designers.

Rockstar Interiors

Play that Funky Music The NHS may have many faults, but they recognise talent when they see it.

Pictured in the studio at Luton & Dunstable hospital, where our developer Mark is a resident DJ, recent studies have shown that his beats have aided patient recovery by up to 40%.

Highest Number of Personal Effects in the Workplace Congratulations Jessica, you won this by a mile.

For the past seven years, we have enabled our staff to indulge in

5-A-SIDE FOOTBALL

In fact, Mark’s podcasts are now available on prescription.

Porsche Tower, Miami While our client Rockstar Interiors were busy working on the inside, we thought we would help out by sprucing up the outside.

When you were a kid, did you ever play that game where you knock at the door and run away before they could answer?

Much better!

by paying for the hire of the pitch..

Over the years, people outside of iCentric have got wind of this and now our staff form a minority of those who turn up.

Among those who come along are former employees, friends of friends, the homeless, refugees and people who have lost their bearings.

Everybody is welcome, so if you feel the need to turn an ankle, contact us for more details.

We’re Hiring

On Second Thoughts, I’ll Wait ‘Till I Get Home Jessica looking unsure about the arrangements in the Ladies room at Sketch restaurant in London.

Those egg shaped ‘conveniences’

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ONCE MORE UNTO THE BREACH… Picking up from the tales of our year so far, why would any sane person choose to put themselves through another hosting migration ordeal?

There are a few reasons.

Firstly, it’s not really going to be that difficult this time. All of the work carried out on iCentric and the lessons learnt from Azure, are relevant to Amazon’s AWS platform. In fact, we have a strong suspicion that Azure has borrowed heavily from Amazon, as it all seems a bit familiar.

Finally, there is no love from Azure. On being informed that we and all of our clients would be leaving, their response was ‘Oh well, we won’t take up any more of your time’

Amazon, on the other hand have been most welcoming and have accommodated our developers, providing training and a lot of alcohol at their new HQ in London.

In fairness to

Secondly, we don’t really have a choice if we want to ensure reliability for our customers. Like all of Microsoft’s products, Azure, there have More importantly, their stuff works there isn’t really a focus on whether the been no reported and for the things that we (and by we, features actually work, especially in early issues with their I mean you) need are less expensive versions. Remember, Azure isn’t just a billing and than Azure. warehouse with some computers in, it’s invoicing systems. a big fat layer of software that we use to So, in a nutshell, we’re off. The configure some computers in a warehouse. process has already started and will be completed In fairness to Azure, there have been no reported within three months at the latest. issues with their billing and invoicing systems.

If you have any questions about moving to Amazon, Then there is the cost. Azure has very attractive give us a call. prices for things are of no use to anyone. If you want something that will serve a purpose, the prices soon escalate.

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