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Co-Founder, CTO at Cloudscaling.  Since 1990, Randy has driven innovations in infrastructure, IT, operations, and 24×7 service delivery. He was the technical visionary at GoGrid and built the world’s first multi-cloud, multi-platform cloud management framework at CloudScale Networks. He led the open-licensing of GoGrid's API, which inspired Sun Microsystems, Rackspace Cloud, VMware and others to open-license their cloud APIs. Randy blogs @ Cloudscaling blog, is recognized by The Next Web as one of the 25 Most Influential People Tweeting About Cloud, is frequently interviewed and speaks at dozens of industry events annually.

3 responses to “Google is Amazon’s Only Real Competition”

  1. Henri Koppen

    I disagree a lot with your post Randy.
    You don’t address the titles statement: Google is Amazon’s Only Real Competition (Windows Azure, anyone?). Also the long list of API’s are very Google Apps driven where AWS is more general purpose and multipurpose. AWS Console is much more powerful and AWS taps into building your (tailor made) applications and interconnecting. I feel that Google just offers different services which are harder to consume. AWS really has a customer business focus and Google is more for SAAS providers. They are different and AWS is far more top of mind. Amazon is also a different organization that Google is.

  2. Randy Bias (@randybias)


    Thanks for your thoughtful comment.

    Here are the relevant APIs from the Google Cloud Platform with their AWS equivalent:

    Google BigQuery -> Amazon RedShift
    Google Drive -> Amazon Cloud Drive
    Google Cloud SQL -> Amazon RDS
    Google Cloud Storage -> Amazon S3
    Google Compute Engine -> Amazon EC2, VPC, EBS, and ELB
    Google Cloud Datastore -> Amazon DynamoDB
    Google Dashboard -> AWS Console
    Google Admin API -> AWS IAM, et al

    That is the vast majority of widely used Amazon services with the only glaring omission being SQS. I don’t think it’s very relevant that Google hasn’t closed the gap on the least used services.

    Many of the listed Google developer APIs are also highly relevant for people building specific kinds of applications. Mobile API backend, then you can use the Ad related APIs, Custom Search, Cloud Messaging for Android/iOS, Maps, Geolocation, Places, etc. These are services that Amazon does not have at all.

    It’s a mistake to discount these higher order services. Amazon has been driving upwards into the higher order services ever since they launched. For example now Amazon SNS supports Mobile Push Messaging, which Google already had as Messaging for Android/iOS. See here:

    As the article says, these two titans are on a collision course. They simply started at different entry points.

    I don’t believe Google is more for SaaS. That’s like the way people still say AWS has no enterprise customers. Google has traditionally had far more enterprise customers and Amazon has been playing catchup.

    Finally, I never said these were the same organizations, I said they had the same or similar competitive advantages and were building similar kinds of clouds. I think it’s pretty clear where this is headed. Feel free to disagree, but time will tell.



  3. Henri Koppen

    Thanks for your extensive repsonse. Much appreciated. Let me explain why I don’t see Google as fierce competitor for AWS.

    To be honest, I am not a Google cloud computing expert. I know my share about AWS and Windows Azure since I am using them on a daily basis. As a freelancer I work for multiple clients and help them adopting cloud computing in a broad sense, from Google Apps / O365 to AWS Windows Azure infrastructure and mostly as PaaS. In other words, webservices and deploying .NET web applications. Most of it is done for Europe based customers. Your post triggered met to look at my Google console again. Disclaimer: I have to ties with any of these companies and I am not a fanboy in any sense.

    None of my clients would consider Google cloud computing other than to use some of their very useful webservices.

    The power of AWS and Windows Azure is their accessibility. I can learn a developer in a few hours to consume some basic features like storage and spinning up a Windows Server. But also an admin guy has lot of neat features to gain control over a virtual infrastructure. Google has strong ties with their Google products and less focus on general purpose IT.

    Giving permission, creating user accounts, separation of concerns, IT dashboards are pretty extensive in AWS.

    But also, you cannot launch a Windows Server on Google Cloud, this thing alone does debunk the whole idea of Google being a real competition for Amazon.

    Every company in the world could be a customer of AWS, this cannot be said for Google since it slices out all Windows oriented companies.

    So really I like your comments, but they are only making sense on the surface, not when you dig a little deeper.

    This makes me wonder why you have written this article. To stand up against the giant? or giving some attention to Google cloud computing services?

    So I don’t think they are building similar clouds and (will) have similar competitive advantages, I even think that Google targets other customers. Google has some massive unbeatable power, yet it’s just a different power than Amazon is.