Google Cloud targets AWS and Microsoft with new products and leadership

  • With just 6.1% market share, Google Cloud lags behind its competitors AWS and Microsoft Azure.
  • Today, Google Cloud is redefining its leadership and launching new products in an effort to close the gap.
  • Insider’s proprietary organizational chart details the new power structure and the most important product leaders.

The cloud war escalates as three giants – Amazon Web Services, Google Cloud and Microsoft Azure – vie for market share in the balloon industry. But it’s no secret that two leaders dominate the peloton as a competitor tries to catch up.

While AWS and Microsoft maintain a strong grip with 40.8% and 19.7% of the market, respectively, Google continues to lag behind at just 6.1%. The Google unit also continues to generate cash and reported a loss of $ 644 million in the last quarter, while AWS remains a major revenue driver for its parent company.

“They might not rank in the top two, but they’re not going to go away,” Lee Sustar, senior analyst at Forrester, told Insider of Google Cloud after the unit released its results in October. .

As you would expect with any business perpetually losing money and lagging behind its competition, Google Cloud is now shaking things up. The company is turning to new products and even reshuffling its leadership. At the same time, some employees doubt certain strategies of the unit and are increasingly worried about layoffs.

Here’s everything we know about the Google Cloud redesign, including an exclusive interactive flowchart:

Google Cloud CEO Thomas Kurian recently made key leadership changes in a bid to catch rivals faster

Sundar Pichai, CEO of Google and Thomas Kurian, CEO of Google Cloud

Sundar Pichai, CEO of Google, and Thomas Kurian, CEO of Google Cloud, at Google Cloud Next 2019.


Google’s cloud unit has grown to nearly 40,000 employees, according to recent internal figures seen by Insider. In September, Kurian reshuffled the ranks in a bid to boost the business and rebuild after several recent departures.

Eyal Manor, who was vice president and led engineering, recently left to join cloud communications company Twilio. Additionally, Urs Hölzle, senior vice president of engineering and one of Google’s first employees, has moved on to a broader role of leading technical infrastructure for the search giant’s overall business. The changes shift a significant amount of power under Brad Calder, who now oversees all of Google Cloud’s technical teams.

Kurian is also investing heavily in the unit’s business organization, while turning to product managers to lead the charge against major rivals. However, several top product leaders have recently been poached by other enterprise technology companies, including Oracle, Cisco and Microsoft, further shaking the organization.

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Google Cloud offers new features, products and training to catch up and stand out

Jeff Reed, Vice President of Anthos at Google Cloud

Jeff Reed, vice president of Anthos at Google Cloud.

Google cloud

Google Cloud’s latest campaign against its competitors includes new products and features, along with a goal to train 40 million people to become experts in its cloud platform. Company partners said it was much easier to find AWS or Microsoft certified talent, and described the skills shortage as a barrier to using Google Cloud.

Another major push comes in the form of functionality for Google’s hybrid cloud product Cloud Anthos, which is one of the staples in its game to gain larger customers. Anthos will now work for virtual machines, which are still widely used by businesses. In addition, Google Cloud is launching other developer tools to make it easier for customers to manage all the applications they run on multiple clouds.

To stand out, Google Cloud allows sales reps to bundle partner software with their own. And because operating a cloud can consume enormous amounts of energy, the company has also launched a suite of products aimed at enabling its cloud customers to reduce their carbon footprint.

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As Google Cloud lags behind, feelings of doubt and frustration arise among some employees

GettyImages 910201546

Google Cloud logo.

Adam Berry / Getty Images

AWS is giving out $ 100,000 in free credits to hot new startups – a strategy that has helped it capture future tech titans early and that has been vital to its massive growth. Google Cloud (and Microsoft) have followed suit with their own programs to conquer young companies.

But the Google unit only guarantees $ 2,000 in credits to participating startups. And while some receive more, employees told Insider there was frustration in the ranks that relative greed was causing the company to lose customers to the seemingly more generous AWS.

Beyond the start-up program, some salespeople in the organization are increasingly concerned about a new compensation structure that was put in place earlier this year. Employees told Insider that with the new structure, they’re unlikely to be entitled to up to 25% of the annual bonuses that make up the majority of their compensation. They also fear the situation may be a prelude to layoffs.

And in our most recent report, Insider spoke to eight current and former Google Cloud employees who shared what they think they have and haven’t worked under Kurian’s leadership – and what will follow.

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