Business Insider is reporting that Microsoft is building out a new team of technical trainers to help customers at all levels of proficiency.

Microsoft and Amazon are locked in a bitter rivalry in the cloud computing business. While Amazon’s market share was three times that of Microsoft in 2018, Microsoft is making impressive headway. Most recently, the company beat out Amazon for a Pentagon contract with $10 billion.

One area where Azure can continue to take market share away from AWS is by appealing to non-technical audiences. AWS is widely viewed as more complicated than Azure, with a much higher barrier-to-entry. If Microsoft can successfully appeal to non-technical users, including those just looking to migrate to the cloud, they will continue to chip away at AWS’ lead.

The new team of trainers is a significant step toward that goal, as it will help Microsoft educate and train customers at every stage of their journey with Azure. This is especially important as the company appeals to non-developers, or casual developers, in addition to professionals. Microsoft’s ultimate goal appears to be enabling non-developers to take full advantage of the platform with minimal, or even no, coding required.