Google Brass Set 2023 as Deadline to Beat Amazon, Microsoft in Cloud

The Google unit, which sells computing services to big companies, is under pressure from top management to pass Microsoft or Amazon—currently first and second, respectively, in cloud market share—or risk losing funding.

That should give any Enterprise thinking about going all in on GCP a warm and fuzzy.

When I say how can you trust Google for your infrastructure seeing how they abandon projects, the usual response I get is that they would never do that with their “Enterprise” offerings.

On the other hand, while new accounts can’t access some AWS deprecated services, they still support features like EC2 classic years after they had a better offering.

Microsoft is also well known for supporting offerings for years.

A big nugget from behind the paywall: "This person said the group’s leaders didn’t explicitly state what would happen to the cloud division if it didn’t reach a top two position by 2023. A commonly held view inside the group was that Google wouldn’t continue investing money if it failed to it meet its goal, the person said."

The article also claims Google Cloud isn't profitable under their current business plan: "The group’s leaders told staffers that if Google couldn’t reach a certain size with its computing and storage business—two of the most commonly used cloud services—the cloud unit might never become profitable, the person said. To reach such scale, they said, Google would need to be in a top two position in the market."