Google Cloud had held its annual customer conference which is called the Google Cloud Next, this week in the heart of San Francisco. Their event had a couple of purposes. Google’s main intention was to introduce its customers to a new CEO named Thomas Kurian. This is the first time the CEO was introduced publicly since his hiring at the end of 2018. Another intention of Google through organizing this event was to demonstrate that the company can offer a value proposition which is very distinct from the likes of Amazon Web Services and Microsoft.
Thomas Kurian’s predecessor who was Diane Greene was very fond of saying that it was still very early days for the cloud market in the US. She is still right, but while the pie of the cloud market has continued to grow substantially, unfortunately, Google’s share of this pie has remained stagnant for several years now. Google needed to use this week’s conference to at least show their customers about the uniqueness of their product and they also needed a springboard to showcase its strengths.
Google’s lack of commercial success in the cloud market has proved to be very puzzling. Google is considered as the giant of the internet, a behemoth that has crushed all competitions to reign as the biggest search engine on the planet. So, naturally, its success in the cloud market was a no brainer to some, yet it’s market share has languished in single digits while Amazon and Microsoft have captured most of the cloud market for themselves. Google has some exceptional services in its portfolio as it runs Google Search, YouTube, Google Maps as well as Google Docs. These are some of the most massive services on the internet that rarely go down. If they focus on their cloud business, they can surely leapfrog the likes of Microsoft and gain some lost ground in the market.
Google is also trying to position itself in a similar way as any cloud service vendor would do when going after Amazon’s AWS. The company is selling themselves as the hybrid cloud company which can assist businesses to attain a digital transformation. Their marketing strategy can be best described as a common strategy, but Google did more than just throw out the usual talking points this week. It walked the walk too.
Google will now be able to offer a single managed service that will let you manage and deploy workloads across all cloud platforms, and you can do all this without having to worry about the different app environments and APIs. That’s a really big deal for some, and one factor that clearly distinguishes Google’s approach from its competitors. When Google promises to manage your applications which are on the AWS and Azure platform that is a pretty big deal as companies such as Google are notorious when it comes to cross-platform issues.
Amazon Web Services has not made many friends in the open-source community as of late, while Google has come out reiterating that it will be a friendly platform which will be user-friendly when managing open-source projects. To meet that goal, the company has already announced a number of major partnerships.