The battle for the hearts and minds of public cloud users is being won by AWS, Google and Microsoft, and MSPs need to fight back before they become unstoppable.
Canalys CEO Steve Brazier told the outfit’s Channel Forum that the traditional IT industry has to fight back to remind customers that there is an alternative.
He said that Dell, HPE, Cisco and Oracle were all talking about cloud, but there is a danger that they, along with their channel partners, will be swerved in favour of AWS, Google and Azure because the buyer has been swayed by them.
There was a danger that the three big public cloud providers could become “too big to fail” with too many customers putting data through their platforms.
His logic is fair enough. In the last year AWS grew by 59 per cent, while both Microsoft with Azure had grown their cloud by 100 per cent. All this was on the back of the giants leaning on their clouds.
Basically it means that Lenovo, Dell, HPE and others doing more to counteract the public cloud argument and to work in a more co-ordinated way to present an alternative PR message.
Customers need to be worried that will be locked in to platforms and if one of these big companies go down then millions could be hit.
Search Engine Google is expanding its data centre operations worldwide, announcing more than 10 new Google Cloud Platform regions to take on Amazon Web Services (AWS).
The first two new regions are set for Oregon in the United States and Tokyo in Japan, and are expected to be up and running by the end of 2016. The rest will follow in 2017.
Varun Sakalkar, Google Cloud’s product manager said that the outfit was opening these new regions to help Cloud Platform customers deploy services and applications nearer to their own customers, for lower latency and greater responsiveness.
“With these new regions, even more applications become candidates to run on Cloud Platform, and get the benefits of Google-level scale and industry leading price/performance,” he said.
The cloud business is getting more cutthroat with AWS, Google, and Microsoft engaged in a bitter price war in recent years, attempting to undercut each other in order to attract customers.
Google has made moves this year to boost its cloud infrastructure strategy and is thinking of buying a number of cloud companies for acquisition, endeavouring to diversify its software and infrastructure offerings to match those of Microsoft Azure and AWS.
Interestingly, AWS has 12 regions globally, the same number Google today announced it was targetting. IBM will soon have 15 major data centres around the world.
Google has just four cloud regions, but with that sphere of influence set to quadruple into new markets across the globe, international customers are about to have a much tougher choice when it comes to choosing a public cloud provider.
Software giant Microsoft is building a new UK data centre for its Azure cloud – the announcement follows something similar from AWS.
Vole wants its cloud services based in the UK beginning in 2016 and AWS will have it ready by the by the end of 2016 (or early 2017).
Vole is behind AWS in cloud services but the distance between the pair is huge.
Setting up in the UK makes a lot of sense. London’s status as a financial hub makes it attractive market for cloud vendors, and having a local region (composed of multiple data centres) mimimises latency.
Microsoft is a US corporation there may be circumstances when the US government can demand access to data. This is less likely to be possible if the data is kept in a local data centre.
If the US does succeed in getting court orders for the data stored in Europe chances are the EU would ban American companies running data centres. This would be too much of a political hot potato for the US government which is currently attempting to re-negotiate its safe-harbour status in Europe having lost it due to its spying antics.
Microsoft has the Ministry of Defence signed up as its first customer, which is probably why it has to have the data kept within the UK.
The department will be migrating to a “private instance” of Office 365, hosted partly by HP and in part by the new UK Azure region.