Cloud les géants investissent dans les clients pour gagner des parts de marché

public cloud les fournisseurs de services tels que Microsoft, Google et Oracle utilisent une nouvelle tactique pour augmenter leur part du public cloud market. They invest in potential customers and then oblige these companies to use the relevant public cloud environment for a certain period of time. This is reported by the Wall Street Journal.

La bataille des parts de marché sur le marché public cloud services is currently very fierce. The various providers, including AWS, Microsoft Azure, Google Cloud, oracle Cloud et d'autres fournisseurs, tentent de capturer autant de parts de marché que possible dans ce segment.

Des partis tels que Google Cloud, Microsoft et Oracle semblent désormais avoir développé une nouvelle stratégie pour rapporte le Wall Street Journal. They invest in potential customers whom they then contractually ‘obligate’ to purchase the public cloud services from them. In simpler terms, these cloud giants are “buying” customers. AWS – the largest of them all – has yet to refrain from this practice.

The reason for this ‘buying’ from customers is obvious. In this way, the cloud providers want to gain market share from the absolute market leader AWS. If organic growth cannot do this, other “more creative” methods must be employed, according to the Wall Street Journal.

Google sur la bonne voie avec des "investissements"

Les recherches du journal économique montrent que Google, en particulier, a investi massivement dans des entreprises au cours de l'année écoulée pour augmenter son public cloud market share. For example, Google invested an undisclosed amount in the CME Group. For this, it received multi-year cloud contracts with a total value of approximately 884 million euros (1 billion dollars). Investing in customers to increase the public cloud les affaires sont particulièrement appréciées au sein de Google par l'actuel PDG Thomas Kurian.

In 2021, Google also invested in companies such as Univision Communications and the AI ​​startup Tempus. The latter company switched from AWS to Google Cloud et s'est engagé à dépenser plus de 17 millions d'euros (20 millions de dollars) sur Google Cloud services. Investments were also made in the company ADT.

Microsoft et Oracle

Microsoft a également investi massivement dans des entreprises au cours de la dernière année pour développer son public Azure cloud, the business newspaper reports. This mainly concerns startups that will subsequently use the Azure cloud. Notable investments include those in the food distribution startup Grab and the automotive startup Cruise of automaker General Motors.

Oracle indique également qu'il investit dans l'élargissement de son public cloud activities. Think of the takeover of the social media platform TikTok.

Les parts de marché ont augmenté

En raison de la "politique d'investissement", Google détient désormais une part de 6 % du public mondial cloud market and Microsoft 20 percent. AWS still owns 41 percent. It is not known what percentage Oracle holds. It is in any case lower than that of the three other parties.