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Google Cloud Next

Taking Stock of Public Cloud Vendors

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A very happy new year from Rishidot Research. As we enter 2018, the pressure on CIOs to modernize their IT is going to increase significantly. Any further delay will hurt the business bottom line. At Rishidot Research, we have our hands full on a research agenda focussed on Cloud Native Computing landscape and CIOs will find our research very valuable for their modernization strategy. As a first step, and also to set the context for our discussions in the coming months, we will take stock of the major public cloud vendors and where they stand against their competition.

Amazon Web Services (AWS) is the leading cloud vendor by a huge margin. The scale and the momentum in the recent AWS Re:Invent 2017 is a clear indication of this trend. Now AWS’ user conference is comparable to the traditional IT vendors and the number of CIOs and other decision makers I came across in this event indicates that enterprises are eager to embrace public clouds. It is only natural to start our analysis with AWS.

Amazon Web Services

  • AWS leads all the cloud providers in the sheer number of services they offer to customers. Their push towards serverless which started two years back is now moving to other areas such as containers (AWS Fargate), Data Services (AWS Aurora Serverless), etc.. At Rishidot Research, we deeply believe in higher order abstractions playing a critical role in enterprise IT (we were only of the early believers in PaaS and ran a conference dedicated to it) and we strongly advocate the “serverless” abstractions as the path forward. AWS serverless abstractions other than Lambda is still in early stages and we would expect the services to become even more seamless and autonomic (eg: Without having to describe the limits on resources. AWS should handle that seamlessly with better ways to limit runaway costs)
  • Even though they are slow to push container services and Machine Learning, they are pushing hard in these two areas. AWS Fargate is how container services should be and might provide a competition to many Cars and PaaS vendors in the market. I would characterize their approach to “giving choice to customers” as an underdog marketing approach in areas where they are not a leader in the market. Both containers and ML are areas where mindshare is still not there with AWS. By touting “user choice”, AWS is trying to catch up with other cloud providers
  • One of the criticism I heard from users during AWS Re:Invent 2017 conference is on the interoperability of their services. I would expect AWS to focus on fixing the issues and solving the pain points faced by users of multiple AWS services. I would also like to see Amazon cut down the complexity in the consumption of services. The sheer number of services offered by Amazon makes it a daunting task for decision makers as they plot their strategy. Anything Amazon can do to tame this complexity beast will be helpful. A good example is AWS Fargate service. At Rishidot Research, we believe in the composability of the different layers in the IT stack but it shouldn’t come at the cost of increased complexity to consume the services
  • Both in terms of their service offerings and the customer momentum, AWS has the lead in the market. One trend I observed during the recent Re:Invent is that the size of the IT team makes a difference in organizations going all in with AWS. Large businesses with smaller IT teams are more open to going all in with AWS. If you are an enterprise decision maker wanting to go all in with a single cloud provider, the size of your IT team will impact the decision making process.

Microsoft Azure

  • Microsoft Azure is steadily increasing their public cloud marketplace. The main Azure development is driven mostly by the existing relationship between Microsoft and the IT decision makers but they are changing minds among OSS developers and the younger generation of developers by a strong OSS push. Being the largest contributor in terms of the number of lines of code (because of .NET being open sourced), Microsoft has gained the critical credibility needed to make Azure palatable to OSS developers. By releasing services like CosmosDB, Microsoft has been working hard to gain developer adoption to Azure cloud services
  • Microsoft may not be a leader in Containers but they are investing heavily in hiring Kubernetes talent. Many pundits (including myself) have linked AWS’s embrace of Kubernetes and CNCF as an indication of standardization around Kubernetes but Microsoft’s investment is critical because they are now in a position to neutralize Google from pushing Kubernetes in a direction suitable for them
  • I would like to see Microsoft focus more on making their services more “serverless”. They have necessary components including service fabric and others to move in that direction. I am expecting some announcements in this direction from Microsoft in the next Build conference
  • Microsoft is still an underdog when it comes to ML and AI workloads. They do have a solid technology to make Azure an attractive destination for such workloads. I am yet to see a coherent go to market strategy in this case
  • With Azure Stack (AS), Microsoft gave a great story for hybrid cloud/edge computing in last year’s Build conference. The use case with Carnival Cruise Line is a perfect example of Azure Stack. The way they are integrating serverless technologies with Azure Stack will make AS an attractive option for edge computing use cases

Google Cloud

  • After a slow start, Google Cloud got attention through two open source projects, Kubernetes and Tensorflow. With Kubernetes, Google is uniquely positioned to help enterprises “run like Google”. Even though they showcased some customers in last year’s Google Cloud user conference, they are yet to publicly demonstrate continued success with enterprises. I am hoping to see more customers in this year’s conference
  • Even though Google got early momentum with Kubernetes, AWS and Azure have since caught up with Google in terms of both mindshare (in the case of Azure) and market share (in the case of AWS). I would love to see Google showcasing technology that will make their cloud more attractive than both AWS and Microsoft when it comes to container workloads
  • Google cloud is a clear leader in ML and AI workloads on the cloud. They took a more opinionated approach with Tensorflow and it is paying off, mainly due to the success of Tensorflow as an OSS project. They need to demonstrate that they can capitalize on this early success this year
  • Google has an advantage in Big Data services but AWS and Azure are catching up fast

IBM Cloud

  • IBM started its cloud push much earlier than Oracle and even before Google or Microsoft showed their seriousness towards enterprise adoption of cloud. In spite of their acquisitions around cloud data centers, data services and even DevOps, they are still lagging behind the top three cloud providers in both mindshare and market share (at least, with AWS and Microsoft). More than anything else, there is absolutely no clarity on IBM’s cloud journey. After betting on OpenStack and CloudFoundry early on and, now, Kubernetes, they are yet to demonstrate a clear path towards success in the cloud. In 2018, I expect to see a more coherent cloud story from them
  • IBM Watson was supposed to help IBM gain on cloud computing. Even though there are some customer stories based on Watson and IBM Cloud, we need to hear more in 2018

Oracle Cloud

  • Oracle was the last to enter infrastructure as a Service business among the top cloud vendors. They are still in early stages even though they have made some announcements related to containers and container orchestration. I expect to see them take a deeper plunge in the Kubernetes ecosystem even though they are yet to demonstrate that they can work well with other vendors in an open source project.
  • They need to shore up higher order services if they have to compete effectively with AWS and Azure. They cannot just rely on their database service as the path to cloud success and they need to compete with AWS on the breadth and depth of higher order services. Looking forward to hearing from them on this topic in 2018

We are also closely tracking both Alibaba cloud and Huawei cloud. We do notice that Alibaba cloud is fast adding new features but we are waiting to hear from them on their US traction. We will include these two cloud providers in our future analysis.

Disclosure: AWS, Microsoft and Google paid for travel and stay to attend their user conferences in 2017

Google’s Enterprise Ambitions – Google Cloud Next ’17 Report

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Even though Google is one of the pioneers in Cloud Computing, they were late to enter the enterprise market. In the last couple of years, they started focussing on enterprise customers and, in the recent Google Cloud Next Conference at San Francisco, they showcased their determination to go after the enterprise market. Compared to last year, this year’s event was a big affair with a slew of announcements on new products and features being the highlight of the event.

Targeting the enterprise

In this conference, Google tried to appease enterprise customers by attempting to speak the language they like to listen. Whether it is talking about multi-cloud or partnering with SAP or talking about the engineering support options, Google tried to appeal to enterprises moving to cloud. One of the criticisms about Google Cloud was they appeal to vendors like Snapchat and Evernote but not much to traditional enterprises. They tried to negate this by lining up vendors like HSBC, Colgate, Schlumberger, Disney, The Home Depot, etc.. Listening to all these customers, I saw a common thread on their interest with Google Cloud. It is about the potential for Machine Learning workloads aided by powerful big data offerings from Google.

Google’s enterprise push focussed on

  • Large datacenter footprint: They announced support for new regions worldwide such as California, Montreal, and Netherlands.
  • Security: With the announcement of Identity Aware Proxy and Data Loss Prevention API, along with making other security features in GA, Google is promising enterprises that they can trust Google cloud.
  • Infrastructure reliability: Google highlighted 99.999 percent uptime to give confidence to enterprise customers on the robustness of their infrastructure. Rishidot Research strongly advises their clients to focus on resiliency in their application architectures rather than worry about infrastructure reliability.

I have long been advocating that Google’s path to relevance in the cloud is through Machine Learning and AI. I heard the same from various enterprise customers in this conference. One of Google’s strengths is in big data and, with the announcements related to Machine Learning, they are positioning themselves as the go-to cloud for ML workloads. Google’s machine learning engine and Google Vision API is now generally available. As a part of Vision API, Google is exposing the metadata as a service so that it helps app developers to use the API to gain Google Photos like detection capabilities. This along with the Video Intelligence API puts them as the top cloud destination for ML and AI workloads. Expect to see more startups and enterprises flocking Google Cloud for their ML and AI needs.

SWOT Analysis

Strengths

  • Data Center investments is their asset and the fact that their regions are connected by a private network gives them an edge and enterprise credentials
  • Machine Learning and AI are their strengths and will give them an edge over both AWS and Azure
  • Google is well positioned to offer the best in class security with their assets and expertise. But jury is out on whether it is enough to convince enterprise customers

Weakness

  • They are yet to gain widespread enterprise traction. We would love to see customers moving “all in” with Google cloud
  • Even though they have beefed up Google App Engine, it is yet to attract significant attention
  • Their multi-cloud pitch shows their weakness in the cloud market. Even though multi-cloud is fast becoming a reality, a public cloud provider using the pitch in high decibels is more indicative of their challenges in the market
  • They are still in a weak spot compared to AWS when it comes to Functions as a Service. After seeing the success of all the AWS Lambda sessions in the last re:invent, I expected Google to come out swinging. Even though their announcement regarding Firebase integration with Google Cloud Functions offers promise, they have a long way to go before they can catch up with AWS Lambda

Opportunities

  • Even though AWS has the runaway lead, the infrastructure market is huge and tons of legacy targets available for both Microsoft and Google. Google is positioning themselves to gain significant portion of the remaining cloud market
  • With the success of Tensorflow in the community, Google has the potential to attract a significant share of Machine Learning workloads. With their advantages in AI, they have an opportunity to become the cloud of choice for not just ML and AI focussed startups but also the enterprise customers
  • Their inter-region network and security focus will help them gain credibility with the enterprises

Threats

  • Google’s go to market strategy to attract enterprise customers is still not very convincing. Yes, Google cloud’s top leadership is packed with proven enterprise leaders from VMware, Red Hat, etc. but there is a lack of clarity on their approach. They are neither taking the AWS approach to enterprise customers nor taking a traditional enterprise path. They seem to be playing a middle ground and it runs the risk of not being attractive enough for enterprises
  • I love their Engineering Support announcement and how they are trying to incorporate AI into customer success. But some of the requirements for their support model could be upsetting the enterprise customers and may come back to bite them. I fully understand why these requirements are needed from a support logistics point of view but we will have to wait and see if it works

Conclusion

Google has started its journey to lure enterprise customers to their cloud. They are definitely growing up in this path but they still have to go a long way before emerging as a strong player. The next two years will be critical for Google Cloud to convince enterprises to trust their cloud. The key to their success lies in convincing enterprises that they are the destination for most of their workloads than giving a message that they are one of the providers in the multi-cloud era. We will have to wait and watch whether they can be a credible contender to AWS and Azure

Competitors

Amazon Web Services, Microsoft Azure, IBM Bluemix, Oracle Cloud, Digital Ocean

Disclosure: Google paid for my travel and stay during the conference

SWOT Analysis Source: https://github.com/rishidot/SWOT/blob/master/Google/Google-Cloud.md

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