Google’s Rebranding and a Push for the Enterprise

Cloud data center

Lynn HaberThe gorillas in the cloud infrastructure service market are familiar: Amazon Web Services (AWS), Microsoft, IBM and Google. These four heavy hitters control over half the worldwide market. That’s big. However, what separates the leading vendor, AWS, from the fourth-place vendor, Google, is eye-opening.

Google is about one-sixth of the size of Amazon, according to Synergy Research Group (SRG). So the recent introduction of Google Cloud, a portfolio of products, technologies and services – and all of Google Cloud Platform – and the rebranding to G Suite, as the vendor fights for market share, particularly among business customers, makes sense.

[More on the market share rankings by SRG: AWS (31 percent), Microsoft (11 percent), IBM (8 percent) and Google (5 percent).]

Google's Brian StevensWhen Google announced this change late last month, it also introduced new cloud technologies, machine-intelligence capabilities as well as services, and showcased enterprise business customers, the likes of Home Depot, Telus, Accenture and Pivotal, to emphasize its big business play.

“Moreover, Google Cloud has been engineered in an enterprise-appropriate way, with integrated systems that ensure service levels — all components are integrated and meet customers’ service and cost levels. Google Cloud products are for customers of all sizes: from the self-employed or startups all the way to the world’s largest enterprises, including Google itself,” wrote Brian Stevens, vice president, Google Cloud, in a blog.

On the Google Cloud front, the vendor touted geographic expansion of its offerings to eight new regions: Mumbai, Singapore, Sydney, North Virginia, Sao Paulo, London, Finland and Frankfurt, with the promise of additional regions to be announced next year.{ad}

At the same time, the Google Cloud Platform is in the process of updating Google Container Engine to the latest version of Kubernetes, the open source container management system.

Data analytics and machine-learning portfolio updates include Google BigQuery, a fully managed data warehouse which now supports Standard SQL; and Cloud Machine Learning now available to all businesses.

The tag line for the Google Cloud Official Blog is – “Built in the cloud. Engineered for your enterprise.”

G Suite is the company’s rebranding of Goggle Apps for Work. Google is positioning G Suite as …


… a set of intelligent apps – Gmail, Docs, Drive, Calendar, Hangouts, etc., all designed for real-time collaboration or teams, according to the company. Clearly, the vendor’s rebranding is a “we’re here for you” shout out to the enterprise, as the company already has boasting rights in the consumer space.

“There’s a real battle going on in the suite space — CRM, ERP, and the productivity suite,” Anurag Agrawal, founder and CEO at Techaisle, shared with us. “Google wants to play in the productivity-suite space,” he noted, adding that compared to Microsoft Office 365, Google is way behind.

The office-productivity space used to be limited to office apps, like Word, calendaring, email and spreadsheet, but today it’s about analytics, collaboration, video calling, social chat, augmented reality and artificial intelligence.

When it comes to Google Cloud and G Suite, Agrawal said they must work well together and ultimately Google’s message has to be that they’re one and the same, and that they’re integrated. “I don’t think they’re clear about that yet,” he said.

Additionally, when it comes to a play for the enterprise, Microsoft has a huge partner base building apps on Office 365 and also on Azure.

“Google has some partners but they have a long way to go. They’re not as broad or as deep as Microsoft,” Agrawal stated.

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