The cloud pie is expanding in its diameter and multiple layers much like a massive storm. It is impacting every industry on the planet through major players as Amazon, Microsoft and Google.
The order of significance seem to be AWS, Azure and GCP for now. But it’s not hard to predict Google Cloud will hit the ball out of the park and snatch all marks in less than 5 years. It will dominate the leaderboard and become the captain of cloud game.
Google Cloud is secretly crushing rivals, and here’s 10 wide-spread reasons why:
1. Its Trainings are a Game-Changer
When Cisco started practically inventing the internet, its most significant contribution and dominance was in the network training arena. They had no rivals. They supported engineers all over the world with deep and wide network certification programs that were prestigious, highly technical and generous. They printed books, produced trainings, flew engineers to convention centers and raised network stars with a love for Cisco technologies. They conquered telecom stack through trainings.
Just like how Cisco did it, Google is dominating the cloud training through their very own courses, labs and events. With mind-boggling number of courses instructed by Googlers on Coursera (over 350), Google is a top instructor of the famous platform. It has 3.1 million students and the courses provide both high quality content and quizzes, and direct access to Google Cloud through Qwiklabs.
Google is also providing tons of valuable and highly technical content through its Youtube Channels, Cloud Next and I/O events, advocate videos, blog posts and whitepapers.
Google is certainly rocking the training arena.
2. Its Documentation is Rock-Solid
Documentation pages are the single source of truth to all cloud services and they are very important for engineers building on top of the cloud. Without strong docs, engineers are left high and dry, making building and troubleshooting a massive drudgery.
A quick look at Google Cloud docs and even a comparison with its rivals will tell you a very interesting story: Google Cloud has a huge belief in technical documentation and its making the doc pages as human readable and reliable as possible to its customers of all levels.
Google is dissecting its products and services in many angles: product pages, user stories, overviews, use cases, technical details, architecture references, white papers, best practices, code libraries, templates, quick starts, and everything that will make the life of executive, presales and technical staff easier and help them decide faster.
It would be an understatement to say that it is dominating this area. Google is paving the way to rock-solid documentation and teaching its alternatives how it should be done.
3. Becoming the Apple of Cloud
Many people would describe Apple products as beautifully designed, masterfully built, cutting-edge technological artworks. It’s not surprising that Apple is conquering the consumer market with its innovative, elegant products.
Google Cloud is no different. Serverless and managed services such as BigQuery and Dataflow, specialized offerings spanning in all stages of data and machine learning lifecycle such as Dataprep, Vertex and Looker, and rich client libraries, sample labs and templates are removing friction and pain from migration, development, production, and insight stages for all kinds of applications.
The branding, grouping and launching of cloud services are also pretty neatly executed. Google is the powerhouse of cutting-edge technologies especially in data and machine learning services and APIs are designed to be easily used out of the box. Cloud certifications are pretty neat too. Hence, I’m personally convinced that Google Cloud is resembling Apple-level quality here. Amazon is doing a great job too!
4. Productionalizing Every Ounce of Its Data
How is Google using data? Let’s use analogies.
Face masks are simple. Once you apply, the mask learns the surface of your face. Machine learning resembles the face mask in a way. It learns from the face of the data to predict new data. You feed in the photos, computer crunches in numbers to make data points, mold them into a shape to resemble the patterns, hence learn from data.
But nobody likes blurry photos. The photos where you barely recognize the face. With so many advances in camera resolutions, today’s photos are outstandingly clear and detailed. Just like better resolution, the better and more data you feed into a machine learning model, the better it generalizes, and learns from the patterns of the data.
More data, better machine learning. But who would constantly keep track of billions of photos, videos, emails, web sites? You got it! Google. And using this immense stream of data, Google is able to mold machine learning algorithms like no other.
They are offering the most advanced APIs in the artificial intelligence market. From ML pipelines to specialized services such as vision, speech to text and video to AutoML and to even developing hardware with AI, Google is nailing each and every product in ML market.
The power of data is sublime!
5. Building Many Gates into The Cloud
Foundational services are not enough in the cloud business. You’ll have to provide even less friction to catch a greater momentum. Google seems to have already figured this out and is secretly (well, openly) building many proxies that will lead companies into the cloud, effectively lowering the barrier for many businesses.
Just take a look at many of the mostly AI-powered cloud proxies Google announced recently: Anthos for hybrid workload management, recommendations AI for retail, Google cloud search for retail, buy optimization and forecasting for retail, healthcare API, healthcare data engine, Vertex AI for entire ML lifecycles, and Contact Center AI, among many other gates to cloud.
It’s clearly leading the cloud business in multiple layers with direct touch-surface to many vertical segments. Extremely innovative.
6. A Smart Game with Open-Source Software
From TensorFlow and TFX to Kubernetes and KubeFlow to Beam and Istio and many of its contributions to community, Google is playing a very smart and elegant game with open-source software by positioning itself as the tools provider and the lead developer to make transitioning various workloads to the cloud as seamless and smooth as possible with many added benefits.
TensorFlow and TFX are free of charge to the world. Using them on Google Cloud has a highly enriched experience through native integration to cloud services and TPU farms. We all know how Kubernetes changed the landscape for containerized workloads and KubeFlow is following the exact footsteps to lead ML packages to the cloud on Vertex AI.
Do you see the game? 😇
Provide the open-source, and offer managed cloud services to enrich these tools. Familiar to use, easy to migrate. That’s a beautiful game, open to all providers and Google is playing it masterfully. 👏👏
7. A Stronger Reason To Build the Cloud
It’s in their mission statement, and Google is defending its mission like no others.
Our mission is to organize the world’s information and make it universally accessible and useful.
This statement was made over 20 years ago, and it’s a perfect match for cloud products. Google is defending its cloud business with a full commitment because it’s the biggest chunk of code in their DNA.
Hence, it’s obvious that giving up on the cloud race is out of the picture for Google. It has to innovate and dominate to stay true to its reason for existence. It’s easy for Google to commit than others. And I have to say: Google seems to be full-fledged committed.
8. Money, Resources and Patience
LinkedIn tells me that Google has over 244k employees right now. Most of them are software engineers, a big chunk of which are working on developing Google Cloud.
Owning products with billions of users such as Search and Youtube is constantly making Google one of the richest companies on Earth.
Just like Amazon and Microsoft, Google is employing the best goal-setting frameworks among its employees, such as OKRs and 10x mindset.
This is a common fabric among all cloud providers: having the money, resources and patience. However, Google is probably one step ahead with its built-like-a-tank global infrastructure deploying its own server architecture and network core, and following a born-to-be-a-cloud mission.
Googlers on LinkedIn are very active globally, using their personal brands effectively to promote cloud services and build better awareness around Google’s trainings and offerings.
9. Building a Global Fleet of Partners
Google seems to be both hiring internal employees to work with partners and rewarding partner companies with stronger relationships and badges. The cloud division recently awarded its partners around the world.
From global winners like DoIT, Deloitte and Atos to Regional winners like Sada, Zenta and Accenture to specialization winners like Pythian, and Jellyfish, numerous consulting companies are on a hiring spree to fill the demand for migration to cloud.
10. Billion-User Products to Battle-test For Cloud
Offering services to the entire planet is no easy feat. The more users you serve, the more enemies you make. From local regulations to global criticism to colossal amounts of data to billions of users accessing your products and to attackers and hackers trying to take you down, you have gigantic problems to solve and an immense battlefield to combat in.
Google has been winning this war for so many of its products: Search, Maps, Android, Photos, Workspace, Gmail, Chrome, Play and Youtube are being tested by the entire planet and billions of users every day. And Google is becoming wiser and wiser in this war.
With so many billion-user products serving the planet, Google is by far the biggest battle-field to test its security, infrastructure, and services and this is only accelerating Google’s victory in the cloud market.
The cloud pie is huge and growing, and the game is fair to everyone. Choosing which provider won’t matter in a few years because each one of them is providing vast amount of space to all businesses and there’s a massive transition to the cloud.
That being said, these are the top ten reasons and strategies why Google is going to be leading the cloud game, if my prediction is correct.
My goal with this article is not criticizing Amazon or Microsoft. Instead, I hope this article serves as a source of inspiration as there’s a lot to learn from each other. Stirring the pot is usually a good thing!
If you are a trainer, professional or a student looking to upskill, these are all the strong reasons why you can consider starting a cloud certification journey for yourself or your students.
Thank you for dropping by and feel free to comment. 💛😬
Best wishes to all cloud providers! ❤️
Disclaimer: I hold all Google Cloud certifications (11x), so naturally, I’m extremely biased in this article. I encourage you to challenge me and convince me otherwise!