Cloud computing is undoubtedly one of the fastest growing industry in the IT world. Even though this field is relatively new, some of the world’s biggest companies managed to fill the gaps of a growing market. As companies are embracing increasingly modern technology, cloud computing comes as a really important innovation. The reason many businesses are turning to this particular approach is that it offers many advantages over traditional computing techniques. For instance, cloud computing can bring many tasks under one single roof, as well as seamlessly create data backups, as well as syncing files and information across multiple devices. Imagine you run a small business and store financial information and customer details on a computer. If something happens to your hard drive, you might lose all the information you might have spent years accumulating. On the other hand, by storing your files remotely through the cloud, you can keep them safe in any situation and easily recover data in case of accidents or disasters. Today, many companies are turning to cloud computing because it allows them to save a lot of money and time, while focusing more resources on business growth and other tasks.

The Clash

Today, there are many providers who offer cloud computing services on a global basis. However, few managed to reach the broad depth of Microsoft, Google and Amazon. These three companies essentially tip the scales of the market as a whole, catering to a huge amount of customers throughout the world. These huge firms are able to offer cloud computing solutions that are highly scalable, meaning that they can provide services to either small businesses and start-ups, or big international corporations. Amazon recently reported that their AWS branch (Amazon Web Services) is $4.58 billion in sales at the end of 3rd quarter in 2017, which could indicate that the Amazon is by far, the dominating force on the cloud computing marketplace on an international basis. Some industry experts say that there is an actual battle between Microsoft, Amazon and Google, where the main target and the final prize could be market hegemony.   This battle has been dubbed the Cloud Wars.

With its popular Azure system, Microsoft certainly stands out as one of Amazon’s strongest competitors on the market. The service is now ranked at a $20 billion annualized run rate. Google is surprisingly lagging behind with its own service, Google Cloud. The tech company is reportedly investing a lot of capital and resources, in an effort to make a difference and improve its assets and compete with Amazon’s AWS and Microsoft’s Azure.

What are these companies offering?

Essentially, Amazon, Google and Microsoft are infrastructure that offers virtually unlimited computing power to their customers, serving clients on a pay-as-you-go basis. In addition to that, all three companies offer other services and tools, such as Microsoft’s Office 365 – a cloud-based version of Microsoft’s ever popular Office suite, with the benefits of file syncing and remote storage. Google is competing with G suite, which also offers similar services and tools for business looking to create, share and preserve contents through the unlimited power of the cloud.

Why would companies choose a brand over another? Although fundamental similar, the services these titanic companies offer are quite different from one another, focusing on slightly different aspects, offering different tools that might be more or less suitable to certain businesses.

The future of cloud computing’s market leaders.

According to many industry experts, the future of the market leaders in the cloud computing industry might actually be decided by fast-paced developments in blossoming new markets, such as Asia, Pacific and Middle Eastern regions.

These countries are experiencing high rates of economic growth, and local businesses are increasingly looking for high-tech IT solutions to maximize their infrastructure and truly improve the way they run their businesses.

Amazon is already making huge steps to tap into this budding market. Recently, the American giant established new partnerships that would allow the company to cater to a whole new region in the country, while Google and Microsoft are also taking significant steps in the process of establishing a very strong foot-hold in the pacific region.

As the market develops and demand for high-quality cloud computing services increases, Amazon, Google and Microsoft are investing a lot of capital and resources to maintain their positions as global leaders in this market.