There is a tendency at any conference to get lost in the message. Spending several days immersed in any subject tends to do that. The purpose of such gatherings is, after all, to sell the company or technologies being featured.
Against the beautiful backdrop of the city of Barcelona last week, we got the full cloud native message at KubeCon and CloudNativeCon. The Cloud Native Computing Foundation (CNCF), which houses Kubernetes and related cloud native projects, had certainly honed the message along with the community who came to celebrate its five-year anniversary. The large crowds that wandered the long hallways of the Fira Gran Via conference center proved it was getting through, at least to a specific group.
Cloud native computing involves a combination of software containerization along with Kubernetes and a growing set of adjacent technologies to manage and understand those containers. It also involves the idea of breaking down applications into discrete parts known as microservices, which in turn leads to a continuous delivery model, where developers can create and deliver software more quickly and efficiently. At the center of all this is the notion of writing code once and being able to deliver it on any public cloud, or even on-prem. These approaches were front and center last week.
At five years old, many developers have embraced these concepts, but cloud native projects have reached a size and scale where they need to move beyond the early adopters and true believers and make their way deep into the enterprise. It turns out that it might be a bit harder for larger companies with hardened systems to make wholesale changes in the way they develop applications, just as it is difficult for large organizations to take on any type of substantive change.
Putting up stop signs
Extra Crunch offers members the opportunity to tune into conference calls led and moderated by the TechCrunch writers you read every day. This week, TechCrunch’s Frederic Lardinois and Ron Miller discuss major announcements that came out of the Linux Foundation’s European KubeCon/CloudNativeCon conference and discuss the future of Kubernetes and cloud-native technologies.
Nearly doubling in size year-over-year, this year’s KubeCon conference brought big news and big players, with major announcements coming from some of the world’s largest software vendors including Google, AWS, Microsoft, Red Hat, and more. Frederic and Ron discuss how the Kubernetes project grew to such significant scale and which new initiatives in cloud-native development show the most promise from both a developer and enterprise perspective.
“This ecosystem starts sprawling, and we’ve got everything from security companies to service mesh companies to storage companies. Everybody is here. The whole hall is full of them. Sometimes it’s hard to distinguish between them because there are so many competing start-ups at this point.
I’m pretty sure we’re going to see a consolidation in the next six months or so where some of the bigger players, maybe Oracle, maybe VMware, will start buying some of these smaller companies. And I’m sure the show floor will look quite different about a year from now. All the big guys are here because they’re all trying to figure out what’s next.”
Frederic and Ron also dive deeper into the startup ecosystem rapidly developing around Kubernetes and other cloud-native technologies and offer their take on what areas of opportunity may prove to be most promising for new startups and founders down the road.
For access to the full transcription and the call audio, and for the opportunity to participate in future conference calls, become a member of Extra Crunch. Learn more and try it for free.
TikTok is testing a new ad product: a sponsored video ad that directs users to the advertiser’s website. The test was spotted in the U.S. TikTok app, where a video labeled “Sponsored” from the bike retailer Specialized is showing up in the main feed, along with a blue “Lean More” button that directs users to tap to get more information.
Presumably, this button could be customized to send users to the advertiser’s website or any other web address, but for the time being it only opened the Specialized Bikes (@specializedbikes) profile page within the TikTok app.
However, the profile page itself also sported a few new features, including what appeared to be a tweaked version of the verified account badge.
Below the @specializedbikes username was “Specialized Bikes Page” and a blue checkmark (see below). On other social networks, checkmarks like this usually indicate a user whose account has gone through a verification process of some kind.
Typical TikTok user profiles don’t look like this — they generally only include the username. In some cases, we’ve seen them sport other labels like “popular creator” or “Official Account” — but these have been tagged with a yellowish-orange checkmark, not a blue one.
In addition, a pop-up banner overlay appeared at the bottom of the profile page, which directed users to “Go to Website” followed by another blue “Learn More” button.
Oddly, this pop-up banner didn’t show up all the time, and the “Learn More” button didn’t work — it only re-opened the retailer’s profile page.
As for the video itself, it features a Valentine’s Day heart that you can send to a crush, and, of course, some bikes.
The music backing the clip is Breakbot’s “By Your Side,” but is labeled “Promoted Music.” Weirdly, when you tap on the “Promoted Music” you’re not taken to the soundbite on TikTok like usual, but instead get an error message saying “Ad videos currently do not support this feature.”
Rolling through TikTok and got an ad from Specialized Bikes that just takes you to their profile when you tap “Learn more” but then brings up “video ads do not support this feature” when you tap on the promoted music track. pic.twitter.com/hBmedThVON
— Jeff Higgins (The Cool One) (@ItsJeffHiggins) February 14, 2019
The glitches indicate this video ad unit is still very much in the process of being tested, and not a publicly available ad product at this time.
TikTok parent ByteDance only just began to experiment with advertising in the U.S. and U.K. in January.
So far, public tests have only included an app launch pre-roll ad. But according to a leaked pitch deck published by Digiday, there are four TikTok ad products in the works: a brand takeover, an in-feed native video ad, a hashtag challenge and a Snapchat-style 2D lens filter for photos; 3D and AR lens were listed as “coming soon.”
TikTok previously worked with GUESS on a hashtag challenge last year, and has more recently been running app launch pre-roll ads for companies like GrubHub, Disney’s Kingdom Hearts and others. However, a native video ad hadn’t yet been spotted in the wild until now.
According to estimates from Sensor Tower, TikTok has grown to nearly 800 million lifetime installs, not counting Android in China. Factoring that in, it’s fair to say the app has topped 1 billion downloads. As of last July, TikTok claimed to have more than 500 million monthly active users worldwide, excluding the 100 million users it gained from acquiring Musical.ly.
That’s a massive user base, and attractive to advertisers. Plus, native video ads like the one seen in testing would allow brands to participate in the community, instead of interrupting the experience the way video pre-rolls do.
TikTok and Specialized declined to comment.
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