Points of View

Awakening the sleeping giant: Google Cloud must strike now if it’s to take on AWS and Microsoft


The cloud wars have been raging for well over a decade now, with AWS swiftly becoming the dominant force in the market (see Exhibit 1). In our previous analysis, we’ve discussed how the Google Cloud Platform (GCP) is uniquely positioned to bring an arsenal of features and capability to the market, but only if it brings the firm’s arguably limitless brains and brawn into battle in the same way AWS mothership Amazon did in the early days. With AWS wrestling with fears of lock-in and client competition (as Amazon grows into all verticals, it’s not just retail clients that want to avoid giving a competitor money through the back door), now is the right time for Google to arm up and bring the offensive to the enemy—and it better hurry before Alibaba’s movements gain significant momentum. 

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