This seems like a IFTTT + pipes mashup? With multiple steps, simple logic blocks, and enterprise integration.
Yes, and that's probably why it'll be successful. There is a lot of money to be made in taking and adding enterprise integration. I mean, look at Slack. It's "merely" IRC + enterprise integration, right?
Flow – Create automated workflows between your favorite apps
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#30App integration is only one part of it (and arguably the easiest part) - there's also Data integration, IoT/event streaming pipelines, and integrations suitable for Big Data processing.
Enterprises naturally have quite specific demands on things like security, governance, encryption, support etc. that move things away from the free integration products, and also
I haven't seen much of Flow so far but will pay attention to it. The UX appears quite simple - it is difficult to build an effective integration product that is friendly to non-technical folks, while still being powerful enough for orchestrating complex pipelines by skilled data architects and developers.
It's a crowded space however, so getting traction may be challenging. I'm interested to seeing how they go forward with this.