Will Google Cloud ever win over enterprises?

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It may well have done more to push forward cloud-native computing techniques than any other company on the planet, but Google Cloud continues to struggle to turn that engineering prowess into an enterprise toolkit to rival Amazon Web Services (AWS) and Microsoft Azure.

The latest figures from Synergy Research Group, which tracks the cloud infrastructure market, shows AWS as the clear market leader with 33% of global spend, Azure next at 20%, and Google Cloud lagging behind at 10%.

Why? “AWS had such a huge head start and Microsoft already has a large captive audience of customers that know and understand Microsoft; Google had neither of those things,” said Raj Bala, a senior analyst at Gartner.

Since being appointed Google Cloud’s CEO in November 2018, ex-Oracle executive Thomas Kurian has been tasked with running down AWS and Azure, initially by focusing on aggressively growing Google Cloud’s customer-facing functions, building out its partner…


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