The recent departure of Google Cloud’s CEO leads to many discussions on the business models. Specifically, Google Cloud service is usually co-marketed with other enterprise services provided by Google. For businesses that rely heavily on Google’s internet advertising, it feels a combination of a natural need of using its Cloud and an external soft-pressure from Alphabet.
US enterprise cloud business is mainly comprised by 3 companies – Amazon, Microsoft and Google. Amazon is famous for its 7-year head start. However, Microsoft Azure has surpassed AWS in revenue for the first time in Q2 this year.
[Some thoughts on cloud business: with its dominating position in enterprise market, and its Office suite going online with subscription model, Microsoft is definitely capitalizing a lot on the bundling with Azure cloud services. Google definitely wanted to replicate the business model, but found itself lack of comparable presence in the enterprise market – e.g. direct relationships, sales reps. That was probably the reason Alphabet brought in Diane Greene, co-founder of VMWare, in Nov. 2015 with all the enterprise connections and experiences behind her.]
The bundling + subscription is everywhere. Amazon Prime is a bundling, with original unlimited free two-day shipping to Amazon Music/Video/Fresh/Now, etc.; Netflix is essentially a bundling – with some core contents plus other programs; AT&A Direct TV is another example; Square is bundling terminals (POS), employee management…
It is so prevalent that I would like to say that instead of “software eating X”, it is “bundling X and just subscribe together”.