Company
Azure
If the company is already on Azure, we deploy there. If it is not, we do not invent a reason to be. The product comes first.
What it is
Azure is Microsoft's public cloud: virtual machines, App Service, Functions, AKS, storage, SQL, Cosmos DB, and Entra ID at the door. It is the cloud a Microsoft shop already knows how to buy, how to staff, and how to get through security review.
It is also the host for Azure OpenAI, so a company that cannot send data to a consumer ChatGPT account can still call GPT models inside a region and a contract they already have. Azure is not a design tool. It is where the app, the identity, and the secrets live.
What it does
Teams use Azure to host APIs, static sites, containers, databases, and scheduled jobs, usually next to the Microsoft 365 tenant. SSO with Entra is the common reason it wins a brief even when another cloud would be cheaper on paper.
We deploy there when the account already exists. Keys in your subscription. Environments you can promote. We do not open twenty Azure products to make the architecture diagram look busy.
Why we use it
Cloud that already lives in a Microsoft tenancy.
The same Next.js or .NET app we would run anywhere. Pipelines you can read. Environments you can promote without a call. Identity with Entra ID when the portal should use the work login. Preview URLs still exist, even when they have to live inside the tenancy.
A public site can sit on a private cloud without making the marketing team learn the portal.
Built on it
Adobe
Has run large parts of Creative Cloud infrastructure on Azure.
BMW
Uses Azure for connected-car and manufacturing workloads.
Starbucks
Has described Azure as a core part of its retail and personalisation stack.
NHS
UK health organisations run a large share of cloud workloads on Azure.
Microsoft's own network runs on Microsoft infrastructure, including Azure.
Tell us what needs to ship.
You use a working prototype before the production build goes ahead.