Why is Google Cloud losing to Azure and AWS?

52.8k views13 Upvotes75 Comments

Director of Technology in Government, 501 - 1,000 employees
Amazon is the leader in the cloud and Microsoft Azure with its large Office 365 is not far behind. Without a major disruptive force that can change this, Google will be trailing in this space. I think that Google can catch up if it changes its focus to creating a true enterprise cloud that satisfies the needs of the customer. Google has the technology and resources but lacks focus.
Vice President and Chief Architect, Ingka Group in Retail, 10,001+ employees
Google built their cloud for themselves originally, not for others. AWS and Azure have been commercial clouds from the beginning. Google's cloud is amazing, if you're Google. For example, Kubernetes is a an open-sourcing of Borg, but it's not all of Borg. So, you want to host on K8s at Google, you won't have all their optimizations, even using GKE. AWS and Azure are winning the commercial cloud business because they actually have cloud offerings that were intended for others to use from the get-go, and are optimized for that.
VP IT (CIO role) in Healthcare and Biotech, 1,001 - 5,000 employees
I can't talk for others but for us negotiations with Google have been painful, there didn't seem to be knowledge of how to deal with Enterprises. Original setup was difficult due to lack of processes and experience on their side. We still stuck with it due to significant savings over AWS.
Director of Information Technology in Education, 201 - 500 employees
Azure and AWS are more aligned with traditional data centers and their needs. Both of these offerings allow you to control exactly what gets migrated to the cloud, and exactly how it gets migrated. For example, if you just want out of the real estate business, you can migrate your servers to either platform - but you still need to manage to OS, the software, updates, patching, etc. Or, you could adopt a model where the database is in the cloud - the service provider handles the hardware, OS, and even the database software - including patching and updates. You only are responsible for the data and who has access to it. Google doesn't seem to be embracing that model. And Oracle is trying to catch up, but as is typical, they are far overpriced for what they deliver. Not sure how IBM with their purchase of Redhat will affect this in the coming years. I think you are better off with AWS or Azure.
Interim CIO in Education, 51 - 200 employees
I believe the security improvements in both products have out done those applied to Google. Just my opinion.
ex-CIO, 1,001 - 5,000 employees
Simple answer: Google has no enterprise empathy. Does not know how enterprises operate nor the context in which they make decisions
Chief Security Officer in Software, 10,001+ employees
Agree. AWS is the easiest to adopt. Azure is a natural extension because of AD and office. Google really doesn’t have much going for it.
VP of Global IT and Cybersecurity in Manufacturing, 501 - 1,000 employees
Many organizations started out with AWS, but I think many enterprises are and have been looking at Azure beyond just a Iaas. Azure has some advantages around workloads and apps, again beyond just offering you raw infrastructure.
- in Software, Self-employed
AWS offers more services and capabilities than anyone else.
Azure has a longer history and technology base than anyone else.
Google has google, it has never performed well in selling or servicing enterprises, only small to medium sized businesses. In the Cloud Wars, enterprises don’t want to go against developer inertia which means AWS or they don’t want to go against their interventions and legacy systems which means Azure. There is no room for Google at the table, they should accept this and change their strategy. Knowing Google however, they won’t do this and will instead continue wasting vast amounts of money trying anyway.
4 1 Reply
Chief Technology Officer in Software, 11 - 50 employees

AWS has a 6-8 **YEAR** head start on cloud vs Azure. Yes, Microsoft has been selling software to enterprises for longer, and they do make it commercially more attractive to adopt Azure. But if you follow an Azure scaffolding document, be prepared for network pai pain down the track

Nordic Competence Lead for Cloud and Infrastructure EVRY in Software, 5,001 - 10,000 employees
Where is the facts behind the question? Looking at many of the companies now such as Twitter which has now moved to Google Cloud, https://cloud.google.com/twitter/, shows that you don't need a bit service catalogue or marketleader to be considered the "best" If you look at the market shares and availability on a global aspect Amazon is the current market leader and also in terms of Service Catalogue. Microsoft of course has the existing footprint within the datacentre which they are leveraging to get customer on to move to Azure, also that they have regions available where none of the other cloud providers are available. They are also leveraging the fact that a lot of companies are using Office 365 with Identity and therefore it makes a bit more sense depending on the use case. But many companies I've talked with have already started to use Google Cloud because it is cloud-native and looking at the offering they have in terms of container platforms combining with other open source offerings such as Istio is a great combo. Of course they need to make them more revelant in the ecosystem, looking at the 100+ of partners which today have some sort of integration with AWS, Google is lacking far behind which makes it difficult for them to gain up to AWS, but looking at the rapid expansion and available with for instance Alibaba Cloud it can change.
4 1 Reply
- in Software, Self-employed

Please provide better examples than Twitter, who did not “move” to Google Cloud, they moved some basic data and compute. Twitter is doing a “hybrid cloud” strategy and continues to operate all of its own infrastructure for the actual real-time events and such. I fail to see how this is a good example of companies flocking to Google Cloud.


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CTO in Software, 201 - 500 employees
Without a doubt - Technical Debt! It's a ball and chain that creates an ever increasing drag on any organization, stifles innovation, and prevents transformation.
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