Where big tech fails and new opportunities arise: Amazon, Apple, MiMedia

Growth in iCloud only through Apple users

With Apple, the situation is clear: anyone who owns an iPhone, iPad, or other Apple device initially gets 5 GB of cloud storage and later has to pay for more. The iCloud offering is exclusive to Apple users and is not licensed to external partners - it is designed to keep the Apple community within its own ecosystem. For Apple, the cloud is a stable source of revenue – in the second quarter of 2025, the service segment, which includes Apple's cloud business, grew by 12% year-on-year, driven in part by growing iCloud subscriptions.

Amazon uses cloud services for customer loyalty

At Amazon, the cloud service is integrated into the Prime subscription. All 240 million Prime users receive unlimited storage space for photos. Storage for videos is limited to 5 GB. Anyone who wants more has to pay. Amazon uses its cloud services for customer loyalty. The aim is to keep users in the Amazon universe for longer, thanks to this offer. The market share of the Amazon cloud among private users is low, at only around 12%. Apple and Alphabet are the market leaders. One target group that the big tech companies do not serve is customers in emerging markets. Not everyone can afford an iPhone. Many users in Asia, Africa, and Latin America are also far from becoming Amazon customers. This is where the up-and-coming company MiMedia Holdings offers an exciting alternative.

MiMedia Holdings: White label cloud for growth markets

MiMedia Holdings offers telecommunications providers and device manufacturers a turnkey cloud platform for personal media as a white label solution. This so-called "next-generation consumer cloud platform" allows users to securely store all types of personal media, such as photos, videos, music, or documents, in the cloud, synchronize them across devices and operating systems, and share them privately. MiMedia's platform is characterized by a rich media experience supported by AI-driven organization. This includes features like automatic content categorization, facial recognition, reviews of past events, and other familiar tools seen in well-known cloud services. These features encourage users to interact with their content and attract new customers to the MiMedia universe.

The white label solution offers many advantages for potential partners of MiMedia. No in-house development is necessary. In addition, the platform is in good hands with MiMedia and complies with the regulatory requirements of key markets – for example, MiMedia's cloud meets the requirements of the German General Data Protection Regulation. However, the most important argument for potential MiMedia partners is likely the share in the business. MiMedia also allows customers to purchase larger packages if they run out of storage space or need new features.

Partnerships in Mexico and beyond – Share price down slightly

Instead of having to knock on the doors of potential end customers, MiMedia also benefits from its partnerships with telecommunications providers. Once an agreement has been reached with a provider, new customers are guaranteed. This has already worked well in the past: MiMedia has been able to convince partners in both Latin America and India. According to an older analysis by KRC Insights, MiMedia is targeting markets with large populations, increasing smartphone penetration, and growing mobile internet usage. In addition to Latin America, these include South and Southeast Asia, Africa, and the Middle East. Western industrial markets, where the big tech companies dominate, are not the primary target group. The strategy is working: In March 2025, MiMedia announced a partnership with Walmart Latin America. Its **mobile communications division, Bait, is Mexico's fastest-growing telecommunications provider with 18.3 million customers.

While the cloud business at the major tech companies is either a nice add-on, like with Amazon, or limited to users who have purchased an end device, as with Apple, MiMedia's stock reflects the growth trend in the cloud market one-to-one. Added to this are demographic factors that are particularly relevant in emerging markets, suggesting that MiMedia's growth potential is likely to be at the upper end of the growth rates predicted by market forecasts. MiMedia is currently valued at just under EUR 30 million. The share price has risen by around 25% in 2025, but has since fallen significantly from its annual high.**