Cloud computing has taken the world by storm. The days of complex processes pertaining to setting up a server to host a website or an ecommerce store are now history. Cloud hosting has been advancing and evolving at a high pace over the last decade. So much so that it’s now undisputedly more reliable, secure and cost-efficient in comparison to conventional hosting.
The industry leaders in the cloud computing industry are constantly investing in software, hardware, and global network infrastructure to gain larger portions of market share.
When we say cloud computing providers, we are referring to the three giants in the industry: Microsoft’s Azure, Google Cloud Platform (GCP), and Amazon Web Services (AWS). However, in this article, we’ll be elaborating on Google’s attempt to overtake the dominance of AWS.
There’s a proportional increase between competition and the rise of companies setting up and filling the gap of providing cloud computing hosting. This serves business owners and people that make use of such services. The main area of competition for cloud hosting providers lies in pricing plans and the innovation in UI of the platform to make server operations simpler and easier for the user.
AWS already holds the title as the pioneer in cloud computing. It has been in operation for more than two decades now. During the time of its launch, AWS kept developers and businesses on its radar.
When people start opting for high-tier hosting plans, the respective server resources were under-utilized as they were only consumed during peak sales season. AWS dashed for the drawing board to create a new service, a Platform as a service (PaaS), and Infrastructure as a Service (IaaS) to capitalize on this opportunity.
This service offers server users the flexibility to set parameters such as processing power, server storage capacity, bandwidth according to the resources they require. Hence, customers of this service pay only for the resources they use and nothing more.
We can determine the growth graph of AWS from the fact that during the last year, AWS brought in $25.7 billion, a 47% jump from the year 2017. It’s more than the $21 billion in revenue. According to Amazon, the number of active AWS users exceeds 1,000,000 today. To see the magnitude of the AWS ecosystem, renowned companies like Netflix, Unilever, NASA, and Amazon’s own Alexa use this infrastructure. AWS has also shown growth in its services year-over-year.
- Amazon Athena: 68%
- Amazon Elastic Container Service for Kubernetes: 53%
- Amazon MQ: 37%
- AWS OpsWorks: 23%
- Amazon EC2 Container Service: 21%
- Amazon SageMaker: 21%
- AWS Certificate Manager: 20%
- AWS Glue: 16%
- Amazon GuardDuty: 16%
- Amazon Macie: 15%
Amazon’s Alexa Revolution
Amazon’s AI assistant — Alexa is an excellent example of the potential in the infrastructure of AWS. The device packs technological advancements and provides a smarter way of helping the user create and manage quick notes, send messages to a friend, and even read out the news to you.
With enough research and development, the app is now turning homes into a smart home ecosystem, making everything accessible through a mobile app.
Things like home automation, where one can change the brightness of a light bulb to ordering food and clothes, Alexa has the power to do it all if given the right access codes. Alexa also understands the music you listen to, and when given enough time, it will be able to pick out tracks that you are more likely to hear.
Five Ways AWS Dominates in Cloud Computing
Here are a few key areas where AWS dominates the playing field of cloud computing.
Pioneer in Cloud Computing
AWS is the pioneer in cloud computing. The product came into when Amazon’s ecommerce platform, Amazon, identifies a need for a platform where one can outsource the excess resources of servers. It’s here where cloud computing took its shape and continues to show true potential.
Having a portfolio of high-end clients that are both resource-intensive and highly demanded by the public, AWS has been doing a great job serving the needs of global giants such as Netflix, Unilever, NASA, Slack, and many more. This is the kind of clientele that drives AWS to improve their user experience, interface, and platform constantly.
First Year Free Usage
AWS provides its new users an entire year of free membership as a delightful deal. For the first 12 months, new users to AWS can try out the different tools and features of AWS, such as their database, mobile services, compute engine and services, database, and machine learning capabilities. There’s no one else in the market with such deals so far that have a duration of 12 months.
The cloud hosting provider offers generous discounts and deals at almost every IT exhibition that takes place in the US. These giveaways comprise of monthly and semi-annual discounts on features found within AWS, ultimately pulling more people to use these services, should they wish to launch a website.
Larger Market Share
AWS significantly contributes to Amazon’s sales growth of 41% from Q12019 of $7.7 billion. That’s because AWS comprises 13% of total Amazon sales, –the main reason AWS continues to grow year over year.
The search giant started it’s cloud services initially as a PaaS service under the name of App Engine in 2008. Eventually, it expanded to 75,000 users and saw the numbers rising. A lot of developers critique App Engine for its lack of programming language support, Java, which now has it’s official support since 2009.
The company then made its next move by launching Cloud Storage — an IaaS cloud service in 2010. Marking their entry into the market, they started expanding support for developers with enterprise needs. In 2012, they went live with Google App Engine for Business, Google’s competitor for AWS Elastic Compute Cloud, and Microsoft Azure Virtual Machine.
Ever since then, Google has been pushing its cloud services in the market in an attempt to capture greater market share and compete directly with AWS.
Companies like Spotify, HSBC, Home Depot, Snapchat, HTC, Best Buy, Cocacola, Feedly, Sony Music, and Ubisoft have their websites hosted on Google cloud. Evernote also migrated to Google cloud in 2016, while Twitter migrated to this platform in 2018.
Google’s Latest Achievement
Google has already made its mark in the industry of cloud computing by being the most dominant search engine. It’s computing power can easily calculate the value of Pi — which alternatively will take a lot more computational power on physical servers.
Google has also set an example for UI and UX, as it dominates the world of design. Since a lot of websites comply with Google’s search criteria for better visibility, they have to align themselves with Google’s design philosophy.
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The search giant also creates significant waves by revealing it’s work on Stadia. A cloud gaming service that lets users borrow computational power and graphic resources from its server farm. Hence, the user requires a minimum of 10Mbps to use Google’s Stadia.
Google Search / Google Assistant
Google’s search assistant is one of the most capable virtual assistants available. The device can recognize the voice command of a user and fetch results with unmatched accuracy. It was the first to launch Google search on Android devices to help analyze the needs of users for better improvement.
How GCP Rising to take over the AWS Dominance
Knowing what AWS has under its belt to dominate the cloud computing realm, let’s take a look at what GCP has to offer.
Companies shift to Google’s cloud service to take advantage of better pricing, private global fiber networking, state-of-the-art security, higher performance. When tested against AWS, Google gives more IOPS for less than one-third of the cost.
The computing power behind Google is strong enough to calculate the value of the pie, which sets a benchmark of its own. Google is the best search engine with capabilities far beyond other search engines.
On the topic of performance, Twitter performs well consistently. Even though Facebook, WhatsApp, and Instagram have shown server downtime errors on multiple occasions. Twitter has still somehow managed to maintain it’s server uptime.
In May of 2018, Google announces a game-changer in the race of cloud computing. The search engine claims that they can combine software and data center innovations. This helps in performing proactive maintenance while still running the virtual machine.
“We’re introducing transparent maintenance that combines software and data center innovations with live migration technology to perform proactive maintenance while your virtual machines keep running.”
Hence, with this update, there’s no need to reboot the system even after security patches. This was the reason Evernote — a note-taking app migrates to Google. They found more comfort in Google’s processes and claim to bypass lock-ins and risks of data failure that would have been the case with any other cloud server.
Google gives away $300 to every new signup. Whether this is good enough to sweeten the deal in comparison to AWS is a question on its own. However, Google has been marking its footprints in events around the world for its services.
Twitter is on GCP
Twitter has been on Google Cloud for a year. While Facebook, Instagram, and WhatsApp have been on their server along with AWS. There have been many reports and occasions where Facebook, Instagram, and WhatsApp were inaccessible due to server downtime. However, Twitter to date has had no such story. That explains one reason GCE outperforms AWS in this regard
Final Words: How Google Cloud Attempts to Outrun AWS
, Also, Google is the world’s leading search engine. The team has been learning how to manage and scale data centers. This makes Google’s Cloud more reliable and robust in terms of pricing.
Furthermore, Google’s assistant came out in June 2011 in comparison to AWS’s Alexa, which came into being in November 2014… Since Google’s brainchild has always been searching, they kept working on the voice assistant “OK Google” with data-intensive metrics. This means the updates and changes are all based on popular search and what people want.
The search engine giant has been a part of multiple incubator launches to promote startups to use their cloud platform. Eventually, the company will be sweetening the deal with numerous features and services intending to retain users while giving its customers a lesser reason to migrate to another cloud infrastructure.