Google says it's in the enterprise cloud market to stay. Google says it’s in the enterprise cloud market to stay and and will continue to cut prices as it competes with Amazon, IBM, Microsoft and HP. Company: Google, Inc. Headquarters: Mountain View, Calif. Employees: 50,000 2013 Revenue: $60 billion CEO: Larry Page What They Do: Google’s general mission is to make the world’s information universally accessible and useful, and it’s best known for search and online advertising technologies. But along the way it built up a stack of data center services that enterprises can rent for scalable IT infrastructure and applications. The Pitch In March, Google rebranded its infrastructure and platform hosted services as Google Cloud Platform and set about persuading enterprises to migrate their applications to Google’s compute, storage and application services. Follow everything from CIO on Twitter @CIOonline. IBM, Microsoft and Hewlett-Packard made similar marketing blitzes, as if they all realized the cloud might actually have legs. “I don’t think anyone in 2014 believes that enterprise IT won’t move to the cloud,” says Brian Goldfarb, head of Google Cloud Platform marketing. Google cut prices to beat those of chief rival Amazon Web Services (AWS); AWS and Microsoft immediately countered by slashing their own prices. But Google vowed to keep cutting prices to match the declining costs of the storage and processors that power the cloud. “We believe, fundamentally, it should never be cheaper to run IT yourself, ever,” Goldfarb says. “We want customers to focus on their core business.” The Catch Until now, Google mostly let the security, reliability and speed of its technology do the talking. “When it comes to the data center, we’re able to out-invest, out-innovate and out-focus pretty much anyone else doing this,” Goldfarb says. For example, it was a Google researcher who discovered the Heartbleed vulnerability. “We’re on top of [security] in a way no one else could be,” he says. But Google hasn’t had much experience with corporate IT departments. “For the enterprise decision-maker, it’s not just about the technology and pricing, but [also about] a partner ecosystem and road maps that show where the products will go,” says Nucleus Research analyst Rebecca Wettemann. Plus, there have been a few disconcerting cases where Google abruptly discontinued products–Google Wave and Google Reader to name two. Would enterprises be left in the lurch should Google decide cloud isn’t important to its bottom line after all? Google could also use some marquee corporate customers, like Netflix is for AWS. IT executives “want to see other folks who are using Google apps successfully in their businesses,” Wettemann says. The Score Nonetheless, many organizations do use Google’s cloud service and tout its viability. Financial reporting service provider WebFilings, for instance, has relied on Google App Engine since the company was founded in 2008. Using Google has allowed WebFilings to scale faster and adjust its offerings more quickly to meet demands of customers, which now include a sizable portion of the Fortune 500, says WebFilings CEO Matthew Rizai. Google’s Goldfarb acknowledged that Microsoft and other traditional IT companies do have large partner networks, but Google is working to build up its own network. It now has over 200 partners and another 200 in the enrollment process. And concerns about discontinuing software are overblown, Goldfarb says. While Google has discontinued some experimental offerings, he says it sees enterprise IT cloud computing as a core service, and plans to back its customers for years to come. “I don’t expect them to walk away from this market at all,” says Forrester Research analyst John Rymer. “At one time, I wasn’t so sure. But I think Google is in it for the long haul.” Follow everything from CIO.com on Twitter @CIOonline, Facebook, Google + and LinkedIn. Related content News Nvidia accelerates enterprise adoption of generative AI Nvidia’s AI Foundations as-a-service offering aims to help enterprises build and run AI models that generate text, graphics, and even proteins. By Peter Sayer Mar 21, 2023 5 mins Cloud Management Infrastructure Management Artificial Intelligence BrandPost The Era of Multi-Cloud Services Has Arrived How to unlock the benefits of multi-cloud environments By Adelino Simao Mar 21, 2023 4 mins VMware BrandPost Why CISOs Are Looking to Lateral Security to Mitigate Ransomware How to fight ransomeware attacks with lateral security By Adelino Simao Mar 21, 2023 4 mins VMware BrandPost 4 Factors That Influence Modern App Success in a Multi-Cloud Environment Enable your developers to do what they do best: code By Adelino Simao Mar 21, 2023 5 mins VMware Podcasts Videos Resources Events SUBSCRIBE TO OUR NEWSLETTER From our editors straight to your inbox Get started by entering your email address below. Please enter a valid email address Subscribe