When Google scored a $400 million to $600 million deal to supply cloud services to Apple last week, according to multiple reports, it was widely viewed as a coup for the search giant’s cloud business.
And why not? Apple, which has been relying mainly on Amazon Web Services as well as Microsoft’s Azure to run part of its iCloud and other services, is a marquee reference customer. It will get Google in the door of just about every big company–and, not incidentally, throw a little shade on its rivals.
But the big win obscures a stark reality for Google’s Cloud Platform: At just $500 million in revenues according to Morgan Stanley estimates, it trails far behind AWS’s $7.9 billion reported revenues in 2015, and it’s even a distant third behind Azure’s $1.1 billion in estimated sales.
Starting today, Mar. 23, Google will attempt to show how it aims to scramble into cloud contention at its first global cloud users conference, NEXT, in San Francisco. At the show, Google will trot out Diane Greene, the onetime co-founder and CEO of cloud pioneer VMware who now heads all of Google’s cloud and enterprise applications businesses. This will be Greene’s first significant public appearance since Google bought her company, Bebop, for $380 million last November. Customers and investors alike will be watching closely to see what strategy she lays out for the coming year and beyond.
Google plans to introduce both a raft of new cloud features and updates as well as some significant new customers, according to various sources in the company. On the product front, there will be news about Google’s container technologies, which allow applications to run more efficiently across cloud servers using the same operating system without interfering with each other, David Aronchick, senior product manager for Google’s Container Engine, said Tuesday at a press briefing. “NEXT will be an opportunity to highlight all the traction we’ve gotten,” he said.
"I've been exploring a growing list of web-based tools for the creation and management of what most would call 'documents' - assemblages of text, images, lists, embedded video, audio and other media - but which, are in fact, something quite different than the precursors, like Microsoft Word and Apple Pages documents. The big shift underlying these new tools is that they are not oriented around printing onto paper, or digital analogues of paper, like PDF. Instead, they take as a given that the creation, management, and sharing of these assemblages of information will take place nearly all the time online, and will be social at the core: coediting, commenting, and sharing are not afterthoughts grafted onto a 'work processing' architecture. As a result, I am referring to these tools - like the pioneering Google Docs, and newer entrants Dropbox Paper, Quip, Draft, and Notion - as 'work processing' tools. This gets across the idea that we aren't just pushing words onto paper through agency of word processing apps, we're capturing and sharing information that's critical to our increasingly digital businesses, to be accessed and leveraged in digital-first use cases. In a recent piece on Medium, Documents are the new Email, I made the case that old style 'documents' are declining as a percentage of overall work communications, with larger percentages shifting to chat, texting, and work media (enterprise social networks). And, like email, documents are increasingly disliked as a means to communicate. And I suggested that, over time, these older word processing documents - and the use cases that have built up around them - will decline. At the same time, I believe there is a great deal of promise in 'work processing' tools, which are based around web publishing, web notions of sharing and co-creation, and the allure of content-centric work management."
