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Google betting on cloud over broken

Google’s largest architecture and temples of knowledge age. The multi-billion dollar consumer goods service also serves as the company’s search engine – a market that may one day be larger than its advertising business.

This week, Google tried another option. In an effort to get Amazon and Microsoft into cloud computing, it took a step further than its data center. In doing so, it highlighted two of the most important factors that shape the future of the computer cloud – and moreover, much of the IT world.

One of these is called the cloud-clouds. As the name suggests, it involves the use of a number of social media tools to work on a computer. For customers, it reduces the risk of being blocked by a single cloud-maker – while Google, in turn, paves the way for him to become a market player in a market that has been under attack.

Currently, the search company is the third largest computer remote. Google Cloud Platform has become one of the company’s most trusted businesses: researchers at Jefferies expect its revenue to jump 56% this year, up to $ 10.4bn. But that should leave behind $ 61bn for Amazon Web Services and Microsoft’s $ 37bn.

Google’s most recent goal came at their annual cloud meeting this week, with the release of a data storage service that integrates data stored in a number of cloud, not just its own. If customers have a lot of content in their Amazon S3 storage, then this is a way for Google to access and use one of its services.

Breaking down cloud restrictions like this can make storage a thing of the past – or, more importantly, prevent storage from becoming something that binds customers to other valuable resources available on the cloud.

It also shows where Google’s best opportunities can be in cloud wars. The research firm loves to monitor the performance and security of its IT equipment. But its limitations can be in the value propositions such as data analytics and AI which are supported by its major procurement functions.

Another key feature that Google this week involves moving the cloud closer to customers. Instead of installing a computer on a large computer, this means setting up small space to do other tasks locally – creating something called a shared cloud.

The same software and one-size-fits-all software are used to control remote computer systems, but customers have the comfort of storing their information locally, and response times are faster. The forces pushing computers across the network need to grow because interest rates are rising to meet the growing amount of information in real time.

AWS and Microsoft began to think about this, with popular applications, in turn, such as Outposts and Azure Stack. Cloud computing, however, is calculated to account for 5-10 percent of the global IT market: still in its early days in the slow transition, with plenty of time for all three to make big business around the idea.

Moving data storage and processing around customers can plant a new market for small, local users known as “edge” computing.

Instead of having large clouds, which control the future of computers, this could support a wide range of local gaming teams – although the software that develops these different networks comes from a small number of users.

For Google, which always shows professional self-confidence (some might call it arrogance), it all shows a huge departure. His first cloud approach – creating the best technology I think customers have knocked on his door – did not work. Changes in line with the realities of the modern IT world, where customers already rely on multiple providers, have opened a new path.

Ed Anderson, a researcher at Gartner, said: “Google has always been the engine of innovation – what we are seeing now is looking more outwardly.”

At their annual cloud conference in the coming weeks, Microsoft and AWS will no doubt have more to say on these topics. As they connect in the cloud, this is one market where the big giants of Big Tech lift it up with each other’s competition.

richard.waters@ft.com


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