Is Google a credible enterprise cloud?

Google was an underdog when it launched its infrastructure cloud in 2013. Amazon had already made a name for itself as a disruptive technology provider, having launched Amazon Web Services (AWS) seven years prior. Microsoft, a household name in commercial software, launched Azure in 2010. What chance did Google, a company known primarily for its search engine, have competing with cloud leader AWS and enterprise behemoth Microsoft?

Initially, it was difficult to understand Google Cloud’s value proposition. Google was primarily a consumer business, with users expected to serve themselves through instruction manuals and support portals. In a business-to-business (B2B) engagement involving significant expenditure, most cloud buyers need more of a personalized and professional relationship — i.e., help and technical support accessible round the clock, coupled with regular review meetings and negotiations.