Menu
What will Google do to make its cloud appeal to more companies?

What will Google do to make its cloud appeal to more companies?

Developers love Google's technical leadership, but it hasn't been able to convince enterprises

When Google executives take the stage Wednesday at the company’s conference for customers of its cloud platform, they’re going to have quite a task in front of them.

While the company’s cloud is the choice for some household names like Best Buy and Spotify, it hasn’t seen the same adoption as competing offerings from providers like Microsoft and Amazon Web Services.

These vendors are currently the market leaders in the public cloud race, with Amazon holding a dominant share of the overall market. That comes at the same time many developers are enamored with Google’s technical chops, along with some of the technical capabilities of its platform.

Gartner Vice President Lydia Leong said that Google is a company that has always had a lot of promise as a public cloud provider, but just hasn’t lived up to it. The company typically positions itself as an innovator, but it’s hard to do that when Amazon is already innovating quickly, and the company’s product catalog isn’t as large as that of its competitors.

"I’ve never felt that Google has put the level of effort necessary into this market to be a winner,” she said in an interview.

What’s more, Google hasn’t put as much effort as its competitors into building out an enterprise sales and support force, which is compounded by the fact that the ecosystem of partners built up around Google Cloud Platform isn’t as robust as AWS’s or Microsoft Azure’s.

Dave Bartoletti, a principal analyst at Forrester, said in an email that the biggest challenge facing Google in the cloud wars is proving itself to enterprises.

"Cloud is already proven as the best place to quickly build exciting new web and mobile applications, but the next wave of cloud spending will be driven by large enterprises moving significant portions of their applications to the cloud," he said in an email. "To reach these enterprise customers, Google needs marketing, sales, and channels designed to reach big companies, not consumers."

That change is already in progress. Google hired Diane Greene, the co-founder and ex-CEO of VMware, to take over its business-focused products, including the cloud platform, and she has been pushing to improve the company’s standing with enterprises.

Jack Clark at Bloomberg reported Tuesday that the company is working on growing its enterprise sales channels, and that cloud chief Diane Greene took part in a recent customer meeting with partner SADA Systems. SADA’s CEO reportedly said that was the first time a Google executive of her stature has done so in nine years.

If Google can better pitch its services to enterprises and build out additional products, it has tremendous potential behind it. Quizlet, a San Francisco-based education startup, moved all of its infrastructure over to GCP.

The company’s pricing schemes (which avoid long-term contracts in favor of discounts for continued use) played a role in Quizlet's decision to move from Joyent, but Quizlet Platform Lead Peter Bakkum said that the ultimate decision came down to a belief that Google’s core technology is better than that of the competition.

Bakkum’s confidence is a key sign of what could be in Google’s future. Urs Hölzle, its senior vice president for technical infrastructure, expects the company’s public cloud business to overtake the advertising revenue that makes up the overwhelming majority of the money Google makes.

What remains to be seen is if the company can live up to that prediction.

Follow Us

Join the New Zealand Reseller News newsletter!

Error: Please check your email address.

Tags Google

Featured

Slideshows

Educating from the epicentre - Why distributors are the pulse checkers of the channel

Educating from the epicentre - Why distributors are the pulse checkers of the channel

​As the channel changes and industry voices deepen, the need for clarity and insight heightens. Market misconceptions talk of an “under pressure” distribution space, with competitors in that fateful “race for relevance” across New Zealand. Amidst the cliched assumptions however, distribution is once again showing its strength, as a force to be listened to, rather than questioned. Traditionally, the role was born out of a need for vendors and resellers to find one another, acting as a bridge between the testing lab and the marketplace. Yet despite new technologies and business approaches shaking the channel to its very core, distributors remain tied to the epicentre - providing the voice of reason amidst a seismic industry shift. In looking across both sides of the vendor and partner fences, the middle concept of the three-tier chain remains centrally placed to understand the metrics of two differing worlds, as the continual pulse checkers of the local channel. This exclusive Reseller News Roundtable, in association with Dicker Data and rhipe, examined the pivotal role of distribution in understanding the health of the channel, educating from the epicentre as the market transforms at a rapid rate.

Educating from the epicentre - Why distributors are the pulse checkers of the channel
Kiwi channel reunites as After Hours kicks off 2017

Kiwi channel reunites as After Hours kicks off 2017

After Hours made a welcome return to the channel social calendar last night, with a bumper crowd of distributors, vendors and resellers descending on The Jefferson in Auckland to kickstart 2017. Photos by Maria Stefina.

Kiwi channel reunites as After Hours kicks off 2017
Arrow exclusively introduces Tenable Network Security to A/NZ channel

Arrow exclusively introduces Tenable Network Security to A/NZ channel

Arrow Electronics introduced Tenable Network Security to local resellers in Sydney last week, officially launching the distributor's latest security partnership across Australia and New Zealand. Representing the first direct distribution agreement locally for Tenable specifically, the deal sees Arrow deliver security solutions directly to mid-market and enterprise channel partners on both sides of the Tasman.

Arrow exclusively introduces Tenable Network Security to A/NZ channel
Show Comments