New episode of the Cloud Wars Live podcast: talking Industry 4.0 with Tony Uphoff
New episode of the Cloud Wars Live podcast: talking Industry 4.0 with Tony Uphoff

Industry 4.0: Apple, Amazon, and Google are Manufacturers | Uphoff on Industry

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Each month, Tony Uphoff, visionary CEO of, joins Cloud Wars Live for a recurring segment. “Uphoff on Industry” will explore the innovations, upheavals, and breakthroughs reshaping the the world of manufacturing and industrial markets. Join Tony and me as we discuss disruptive new trends in the digital-industrial world. These include how we design, source and manufacture products. And also the new ways in which industrial companies are getting up to speed on marketing, sales and customer experience.

Episode 10

In this episode: Tony believes that 2020 will be the year when industry 4.0 really takes off. This is because the increase of products and services such as robotics, advanced manufacturing systems, additive manufacturing (a/k/a 3D printing), electronic components and sensors, have all finally converged.

As part of Industry 4.0, 5G will have a major role to play, opening up packets of information at volumes we haven’t dreamed of before. Tony believes that 5G, connected to additive manufacturing, will put small manufacturing facilities closer to a company’s customers.

Tony also proposes that Apple, Amazon, Google, and Microsoft are all manufacturers. In a different era, we might have said, “no, they’re software companies.” But enabling technologies are allowing us to rethink what qualifies as a manufacturing company.

Next, Tony and I talk quickly about Boeing. In Tony’s view, Boeing is struggling to figure out its role in today’s world. They made some really, really bad decisions. And because of that, Boeing’s very large customers are backing up and saying, “Maybe you aren’t who we thought you were.”

Finally, we spend a few minutes on Microsoft. Tony says when Steve Ballmer was CEO of Microsoft, it was all about market share and why they were better than the competition. Fast-forward to current CEO Satya Nadella, and times have changed. He’s talking about customer behavior and customer needs. And he’s talking about partnering with other corporations like Oracle and SAP.

Tony’s podcast is on all the major platforms as well as You can also subscribe to Thomas’ daily email newsletter at at

You can also stream this episode in audio-only format:

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Cloud Wars Live Digital All-Stars

Tony Uphoff is one of our regular Digital All-Stars. The All-Stars are experts who will appear in regular video podcasts focused on the critical themes shaping (and re-shaping!) the business world in the digital age of 2020. Our intention is to provide regular chunks of timely ideas, insights and conversations on high-priority subjects from industry veterans with diverse backgrounds.