The Big Tech Cloud Wars Ramifications on the Embedded Industry

Several years ago, Amazon acquired the open source operating system FreeRTOS(TM) and with it, launched a new operating system named Amazon FreeRTOS(TM)? which provides developers working on IoT devices an integrated path to connect with Amazon Web Services (AWS). The idea seems simple, provide developers with a free method to connect to the cloud and Amazon might generate more cloud revenue or at least ease the burden for current AWS users who are developing IoT edge devices. For several years, Amazon has run this vertical integration strategy on their own, but Microsoft is now challenging Amazons dominance with its recent acquisition of the RTOS and middleware provider Express Logic, heating up the “cloud wars” between the tech giants. Details on what will become of Express Logics assets still have not been released but there are several interesting possibilities that could have dramatic ramifications across the embedded industry. Let’s examine a few of the potential outcomes and what they could mean for developers.

The Status Quo is maintained

The first, and least likely outcome, is that Microsoft will allow Express Logic to operate the way that it always has and will simply include its software assets in one of its premiere Azure packages that will allow paying customers to easily integrate to Azure. This would provide IoT developers with several potential benefits such as:

  • Decreased development time to connect to the cloud
  • Access to libraries that abstract cloud functionality
  • Faster development time
  • Decreased development costs
  • High-quality, certified RTOS and middleware

Undoubtedly, existing clients could still purchase licenses and interact with the integrated Express Logic team in a similar fashion as before. However, there could be changes to the software assets such as removal of the unbiased, third party hooks to third party cloud providers such as AWS.

This option to me doesn’t seem to be very value add to Microsoft because it only augments their cloud offerings but doesn’t do anything to help them really compete against their major competitors. The Express Logic assets are all integrated and certified components which include the ThreadX RTOS and certified middleware components such as a file system, GUI run-time, network stack, TLS, IoT protocols and USB host and device components. This is a high quality, commercial grade solution that is quite different from the non-certified Amazon FreeRTOS solution which includes the FreeRTOS scheduler and various open source components that are cobbled together to provide an example solution. If Microsoft wants to really shake up the market, there is a much more interesting possibility, ThreadX and it’s associated middleware could become free.

Is Microsoft “FreeThreadX” coming?

It’s quite intriguing to consider that the real value in acquiring Express Logic’s is to provide developers with a free, certified, embedded IoT solution that can enable IoT developers to more easily, and inexpensively, access the Azure cloud. Acquiring Express Logic is not so much a play to get into the embedded space as it is to compete with AWS and increase cloud sales. This is the next move in the big tech cloud wars, which is the response to Amazon acquiring FreeRTOS. While Microsoft could have pursued an open source solution like FreeRTOS, instead, they raised the stakes by acquiring a company that is well known in the embedded industry for their quality software that proves it through numerous certifications and deployment in even safety critical applications. These are points that Amazon can’t match with their current solution which is open source and not certified to any standard that I am aware of.

If Microsoft were to go this route, there are several different licensing options that Microsoft could implement for the Express Logic assets; For example, they could provide binary images with licenses for individual microcontrollers. While this would be a viable solution, one could argue that this would not be going quite as far as Amazon did with FreeRTOS which could leave developers wanting more. This brings us to the second option which would be to open source ThreadX and the associated middleware. While this would make the commercial software an open hand, it would satisfy many developers need to see the source code. Without the source, developers are often wary to use a piece of code if not down right refusing.

While the idea of a “FreeThreadX” is intriguing, there would certainly be some limitations. For example, even if the code was open sourced, maintenance would undoubtedly need to be done by Microsoft in order to ensure that the stringent coding standards were still followed in order to maintain safety and security certifications. After all, I see these as being the major benefits and differentiator over using FreeRTOS especially if cost is removed from the equation. We may even see an open source version that includes object releases for certified components. That way, there can be an assurance that the code has not changed for the product release. At the end of the day, Microsoft needs to leverage these assets as a cloud enabling technology just as Amazon did with FreeRTOS. The cloud has far more potential to generate revenue for Microsoft than selling individual licenses for an RTOS or middleware.

The impact on the embedded systems industry

No matter which way Microsoft decides to go, the industry will forever be impacted by the Express Logic acquisition for several reasons. First, as time goes on, there are fewer and fewer independent companies that are offering high quality, real-time software stacks and OSs. They’ve been slowly acquired over the last several years and while new candidates continue to pop-up, I feel like they are mostly just “me too” solutions that offer little extra value over what is already available. With this acquisition, there may be fewer companies willing to risk using these solutions if they remain a “pay-to-play” solution. There also will certainly be one less third-party that can provide access to any cloud provider of a developers choosing since support for non-Azure clouds will undoubtedly be discontinued.

Next, ThreadX is a leading RTOS with more certifications for software and safety than any other RTOS I’m familiar with. If Microsoft makes it freely available, with all of its certifications, there would be very few reasons why anyone would use any other commercially or open source RTOS. It’s Arm PSA certified and designed for use in safety critical systems. Anyone using FreeRTOS would have to upgrade to SafeRTOS, which would require an additional fee or royalty (whatever the model is) which wouldn’t make sense if there is a high quality, certified RTOS that was available for free. Developers, in my opinion would flock to Microsoft for this embedded solution which by association, would result in more Azure users and eventually revenue.

Finally, the acquisition could also disrupt the third parties that are still doing business in the middleware and RTOS space. An open source, free, or even cloud amortized model would make it far more difficult for other companies to compete in the embedded space. We could see a sudden decrease in the number of viable companies and eventually the embedded space may just become an extension of the three big tech companies that provide cloud services. As developers we would have to hope that quality remains a priority in the cloud wars. If it does, the end result for the embedded systems industry could be higher quality, more reliable embedded systems and greater standardization around just a few high-quality operating systems.


The consolidation within the embedded systems industry continues and the latest acquisition of Express Logic shows us that the cloud wars between the tech giants is not just intensifying but potentially impacting the way embedded systems engineers build systems. We can continue to see big tech intervening in the embedded space especially as the IoT gains momentum and control of not just the cloud, but the edge intensifies. What Microsoft will do with its new software assets are still up in the air, and to date I have not heard any announcements, but the possibilities are extremely interesting and without question will escalate the cloud wars between tech giants. It will be fun to see in the coming months how things shake out and how it will affect how we all build our embedded systems.

Share >

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.