Cloud computing competition pattern

The competition in the domestic cloud computing market is becoming increasingly fierce, and Amazon Cloud Technology (AWS) is aimed at start-ups.

Recently, Elaine Chang, vice president of Amazon Global and executive director of Amazon Cloud Technology Greater China, said in an investor exchange that entrepreneurial ecology is very important to Amazon Cloud Technology. At the same time, the important role of cloud computing for start-ups lies in lowering the threshold of using new technologies and leveling the technological starting line of start-ups and large enterprises.

"Today's entrepreneurs may be the unicorns of the future. Whether it is Uber, Netflix, iQiyi and Ctrip in China, they used to be start-ups and now they have grown into successful big companies in China and the world, and they are also our important customers. " Elaine Chang told Interface News and other media that when the industry is undergoing digital transformation, it needs "fresh blood" from start-ups to promote the transformation process.

Zhang cited an example in the field of automobiles. Under the background of autonomous driving and electrification, the automobile industry collides with the Internet industry, requiring innovative enterprises to provide cutting-edge Internet solutions.

"Start-ups are very important in themselves and can also serve other traditional corporate customers." Zhang said that Amazon, as a cloud computing company, cooperated with Volvo, an automobile company, to promote start-up solutions to enter Volvo's supply chain system and realize the connection between automobile companies and start-ups. At present, some start-up projects are already in the PoC (proof of concept) stage.

At present, the main cloud service providers are divided into two categories: IT companies and Internet companies. Among Internet companies, Amazon, Google and Alibaba are mainly engaged in e-commerce and marketing. When it comes to start-ups, cloud computing vendors who started from the Internet usually attract enterprises and win orders with overall service solutions.

Zhang said that for start-ups, Amazon cloud technology has two major advantages: global layout and market expansion channels: on the one hand, facing the global market, covering global infrastructure and security compliance practices;

On the other hand, in terms of market expansion resources, Amazon's e-commerce, advertising, games, voice assistant services, etc. Can provide services for start-ups. "From our research on start-ups, what most start-ups need most urgently is not capital, but resources needed for market expansion." Elaine Chang said.

At the end of 20 19 and the beginning of 2020, the COVID-19 epidemic swept the world, accelerating enterprises to move their business online. Telecommuting, online education and online consultation have all been given the opportunity to test water on a large scale, and all cloud vendors have benefited from it. In June, 2020, Zhang Jianfeng, president of Alibaba Cloud, suggested that the epidemic might make China's digital transformation, which originally took three to five years, complete in one year.

In fact, cloud computing has become the profit driver of Amazon. Customers can rent computing power through cloud computing without their own investment. Amazon's financial report shows that Amazon's quarterly revenue of cloud technology reached $65.438+0.778 billion, a year-on-year increase of nearly 40%, and its revenue in 2026.5438+0 was $62.202 billion.

Amazon has made rapid progress in the global market and is in a leading position, but it still lags behind local manufacturers in China market. With the help of Huawei Cloud Plus Cloud Computing Market, ByteDance also launched a public cloud service last year, and the competition for customers among major manufacturers is increasing.

Related Q&A: How about Amazon AWS cloud computing training? Training institutions are mixed. Some small training institutions are really pure lies. Instead of staying at home, it is better to enroll in the self-study exam. It is recommended to find a large training institution. Large and good training institutions are cooperative large enterprises, such as Chinese public education. The brand can be assured, and the accommodation is free. The level of lecturers is first-class in the industry at present, mainly because of their good reputation.

Related Q&A: How to evaluate Google Cloud, Amazon AWS and Microsoft Azure? Log cabin plan: ymx9490 Three years ago, Google's cloud business just started, which marked that Internet companies officially entered the field of enterprise computing. At that time, the CEO of Google handed the business to Diane Greene. For many years, Google has been trying to get rid of its own model in the field of commercial software, which is bound by a developer-centered culture and focuses on creating automated, fast and easy-to-use products, while ignoring communication with commercial customers and users. Therefore, when Google hesitated with a large group of losers, Amazon's AWS rode in the field of cloud computing. Then, Microsoft cleverly shifted the traditional software licensing business to the subscription-based cloud priority model, ranking second. Green was invited to break this pattern. Green is the CEO and co-founder of VMware. In a sense, VMware pioneered a technology called "virtualization", which helped to start the revolution of cloud computing. This technology enables data center operators to get more functions from server hardware purchased and maintained by VMware. Marc Benioff, CEO of Salesforce, once said that "among the female executives in Silicon Valley, there is nothing more successful than Green". In the introductory blog post of June 20 15+0 1, Pichai also wrote: "Diane needs no introduction."

In Google, Diane established her own sales team and separated the sales of cloud software from the control of core advertising business. However, last Friday, Diane Greene announced that she would leave her job in June+10 next year, which brought this plan to an abrupt end. After Green's departure, Google Cloud will be taken over by Thomas Courrian, who previously served as a senior manager in Oracle Bone Inscriptions and worked in Oracle Bone Inscriptions for 22 years. During Green's tenure, Google increased its annual expenditure from $654.38+0 billion to more than $654.38+0.3 billion, and recruited talents on a large scale. In the past two years, the number of new employees in the cloud computing business has surpassed any subsidiary of Google's parent company Alphabet. Google Cloud has also won some important customers and provided several important functions for enterprises, including professional services, training and marketing. Despite this, Google is still struggling. People who pay attention to this industry say that the field of cloud computing is Amazon and Microsoft's horse racing, and Google Cloud has failed to keep up. Gartner predicts that the market size of cloud infrastructure will increase from $3,654,380 billion in 2065,438+08 to $39.5 billion next year. In terms of market share, Google has not yet broken through double digits. Regarding last week's resignation statement, Green said that she interviewed Courrian with Pichai and Urs Hoelzle, senior vice president of Google's technical infrastructure department. She also said that when she was CEO of Google Cloud in 20 15, she told her family that she would only stay in that position for two years.

First, the fierce conflict between leaders According to former Google employees and other people familiar with the matter, Pichai and Green have been deadlocked on how Google Cloud should develop. This is embarrassing because both executives are members of Alphabet's board of directors: Green has been a director since 20 12, and three years later, Google acquired her software company Bebop and appointed her to lead the cloud business; Pichai worked in Google for 14 years and didn't join the board of Alphabet until 20 17. Two former employees of Google described their recent disagreement over a controversial contract with the Ministry of National Defense, which was called "Maven Project". Two former Google employees described the recent differences between Pichai and Green in a controversial contract with the Ministry of National Defense, which is called the Maven Project. People familiar with the matter said that after employees and outsiders called on Google Cloud Platform to cancel the contract, Pichai wanted to listen to the protesters' opinions. Pichai supports listening to the protesters, but Green disagrees. She believes that this project can bring huge profits to Google, and it is also an important entrance to get through government work in the future. The US Consumer News and Business Channel's request for Green's comment was not approved by Google, which refused to disclose Green's blog post and announced her resignation. Finally, Google announced the cancellation of the Maven project and formulated its "moral principle" of using artificial intelligence: Google prohibits the development of artificial intelligence for weapons, but allows it to seek military contracts in other fields such as "network security, training, conscription, veterans' medical care, search and rescue". A person familiar with the matter said that Green and Pichai agreed to draft these principles. In addition to this incident, Green also caused opposition from other leaders in Google's cloud computing sales strategy. Tariq Shaukat, president of Google's cloud business partner and industry platform, told the US Consumer News and Business Channel that employees led by Green are increasingly joining other Google teams, such as advertising and Google Maps. He said: "We are looking for a lot of customer needs and trying to be a successful Google team. "However, Green tried to make Google's other business partnerships depend on a business in the cloud computing department, which made executives in other departments feel uncomfortable.

Second, missed the excellent acquirer Google did not conduct large-scale transactions and acquisitions, which puzzled analysts because it has been actively investing in cloud computing business in order to win in the field of cloud computing. According to people familiar with the matter, in the two biggest deals this year-IBM's acquisition of Red Hat for $34 billion and Microsoft's acquisition of GitHub—— for $7.5 billion-Google participated in the negotiations, but failed to reach an agreement. People familiar with the matter said that Green wanted to buy GitHub, but Pichai didn't care. He can't understand why Google has to spend a lot of money to enter the development tool market. The source said that Google's bid for GitHub was less than $6 billion and refused to raise the price after being told of Microsoft's bid. In addition, some people in the cloud computing team asked Google to acquire MuleSoft, a software company acquired by Salesforce for $6.5 billion in March this year, but Green was not interested. MuleSoft's software can help connect applications on different platforms, and Google has acquired its competitor Apigee on 20 16. Red Hat and GitHub can introduce large open source communities, which can help promote Google's cloud platform to developers, which may bring more uses to Google Cloud. But they can't solve the deeper problem-how to sell Google Cloud like enterprise software vendors sell software. Frank Slootman, former CEO of cloud software companies ServiceNow and Data Domain, said: "Google only needs to acquire a company that can provide them with a good start to build global enterprise capabilities.

Third, only care about technology, not sales. Google is an engineering machine. It is the most well-funded research laboratory in the world. The laboratory is full of artificial intelligence doctors who are developing technologies that will determine the future. According to former Google employees, non-software engineers, including salespeople, often feel like second-class citizens. When Green joined, Google had almost no infrastructure to sell to enterprises, and this function was controlled by the advertising department. Many people who have dealt with Google cloud salespeople in the past few years told the American Consumer News and Business Channel that although the goals of AWS and Microsoft are to provide services to customers and respond to their requirements quickly, Google is selling its own technology and selling what it thinks customers need. Two former Google employees said that Green was in a difficult situation because few people at the top of Alphabet knew what it was like to sell products to big companies. Another former employee said that one of the reasons for her departure was that Google was out of touch with customers.

Diane bryant may be a person who knows what an enterprise needs. She has worked in Intel data center for 13 years and has rich skills in the fields of finance, technology and network security. She joined Google on 20 17 1 1 as the Director of Operations. She is often regarded as the right candidate for CEO of Google Cloud. Bryant declined to comment on Green's departure. But many people familiar with Green say that Green is a product dreamer. When she worked at VMware, she was famous for being difficult to get along with. Jerry Chen is an investor of Greylock Partners and worked for Green in VMware. He said that Green could "push her team to think big" and she greatly improved his execution. According to informed sources, in Google, Green and Kobe have clashed almost from the beginning. In the end, Bryant can only hold positions in support and information technology. He has only worked in the company for seven months.

Fourth, win over some Amazon customers. Nevertheless, under Green's leadership, Google has made some progress, winning at least public cloud services from many companies, including Apple, PayPal, Etsy, Evernote, Fitbit, HubSpot, Shopify, Twitter and Zendesk. Alison Wagonfeld, Google's marketing director, said: "People don't even know that this is an area where Google provides services. Now whenever people talk about cloud computing, they will talk about the Big Three. " Google is actively participating in the emerging diversification theme, trying to provide services for companies that don't want to cooperate with a single supplier-it has won some business from some Amazon cloud customers, such as Salesforce and The New York Times. Benioff told the US Consumer News and Business Channel, "Google is now a corporate player, there is no doubt about it." He attributed Google's situation to Green and said that although Google needs to increase its recruitment efforts to catch up with its competitors, "in the eyes of many people, it is very competitive." But you often hear stories like those told by david clark of Workday. In 20 16, after Green worked in Google for several months, Workday, a financial and human resources software provider, considered Google when choosing the preferred public cloud, but it finally chose Amazon AWS. Clarke, senior vice president of technology and infrastructure at Workday, said that Google's cloud platform is still in the early stage of commercialization of cloud computing. Clark said in an interview, "They (Google) have not considered all the operational, economic and practical requirements of the company, especially the big companies." He said that Google has improved since then, and it will be a bit difficult for him to make a decision today. Workday has been using Amazon's cloud services for many years. 20 16 company adopted Google's cloud service in a project. But a person familiar with the matter said that the company still insisted that Amazon take the main workload. In addition, Zendesk released an application development platform last week, which it chose to release on AWS. Mikkel Svane, CEO of Zendesk, said: "If we analyze the depth of the stack on a global scale, what Google provides is more streamlined than AWS." "This is one reason why AWS stands out." According to Gartner, in 20 17 years, Google only accounted for 3.3% of the global cloud infrastructure market. Although Google's market share has increased from 20 16, it still lags far behind AWS, Microsoft and Alibaba.

Google recently stopped publicly explaining the scale of its cloud business. In February of this year, Google said that the quarterly revenue between Google Cloud Platform and enterprise-oriented productivity application G Suite exceeded $654.38 billion. Since then, I have never heard any other news. Kurian's participation clearly shows that Google still recognizes the importance of getting large sums of money from enterprises in the process of moving from traditional data centers to cloud computing, and it still has a convincing story about how enterprises use Google's complex technology. What's more, some large retailers and other large enterprises are reluctant to provide more funds to Amazon, which also gives Google and Microsoft more competition space. In a report to clients on Sunday, Deutsche Bank analysts estimated that the revenue of Google Cloud Platform and G Suite will reach $9 billion this year, up 30% from last year. Another former employee who knows the business is not so optimistic. He estimated that the cloud computing business will reach nearly $7 billion this year.