Google and Microsoft Invest in Their Own Cloud Clients to

Google and Microsoft Invest in Their Own Cloud Clients to Reclaim Market Share from AWS

Google and Microsoft are pursuing a new strategy of competing against leading cloud provider Amazon Web Services by investing in their own customers in an effort to gain customer loyalty.

Image source: Bethany Drouin /

Image source: Bethany Drouin /

After heading the Google Cloud business in 2019, Thomas Kurian began to feel free to use the company’s dedicated financial reserves (which is $ 142 billion) to attract new customers. Google has made significant investments in security systems maker ADT ($ 450 million), Hispanic media holding Univision, healthcare technology startup Tempus Labs, and financial market CME Group ($ 1 billion). All of these investments are part of a new company strategy that is already paying off: customers have made a multi-year commitment to use Google Cloud services.

Microsoft uses a similar strategy: in particular, it acquired a stake in the Cruise startup (created by General Motors and specializes in autopilot technologies), which will use Azure cloud resources to deploy its systems. Investing in your own customers may seem like an out-of-the-box solution in the struggle to increase market share for Google Cloud and Microsoft Azure, but recent large-scale disruptions to AWS have shown that having alternatives to the leader can be beneficial for government departments, businesses and the end consumer.


About the author

Robbie Elmers

Robbie Elmers is a staff writer for Tech News Space, covering software, applications and services.

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