Release Management Authors: Pat Romanski, Elizabeth White, David H Deans, Liz McMillan, Jnan Dash

Related Topics: @CloudExpo, Microservices Expo, Agile Computing, Release Management , @DXWorldExpo, SDN Journal

@CloudExpo: Article

Google’s Enterprise Problem

Should enterprises change the way they think in order to take full advantage of the Cloud?

Compared to the insanity of today’s political environment, the world of Cloud Computing seems downright placid. The calmness on the surface, however, often hides turbulence underneath.

Take the hullabaloo surrounding comments that Greg DeMichillie, Director of Product Management, Cloud Platform at Google made on a recent GigaOM podcast – or more precisely, comments that he didn’t make. GigaOM’s Derrick Harris asked DeMichillie whether Google Cloud Platform might go the way of, say Google Reader, an example of a product Google killed in spite of its market traction because Google felt that Reader didn’t fit into its strategy. DeMichillie replied that essentially developers didn’t have anything to worry about, because Google Cloud Platform externalizes what Google uses internally. “There’s no scenario in which Google suddenly decides, ‘Gee, I don’t think we need to think about storage anymore or computing anymore’,” DeMichillie said.

However, what he didn’t say was that Google was committed to the Google Cloud Platform long term. This omission caused various analysts and pundits to pounce, leading to Google’s PR company walking back DeMichillie’s comments – that is, if it’s even possible to walk back something an executive didn’t actually say. Enterprises want futureproofed technology, say the pundits. Enterprises are in IT for the long haul, after all. There’s no way they’d go for a Cloud the service provider wasn’t fully committed to!

Ever the contrarian, ZapThink doesn’t agree with these pundits. Google’s reluctance to commit to the Cloud Platform long term isn’t an indication that Google doesn’t understand the enterprise Cloud buyer, or that Google isn’t committed to serving their enterprise customers long term. Rather, it’s more of a cultural difference between Google and typical enterprises. Fair enough – but won’t a cultural disconnect be a problem for Google as they ramp up their enterprise Cloud offering? The answer is no, but understanding why requires understanding the broader context of enterprise Cloud Computing.

Google’s Cultural Context

In an earlier ZapFlash, I explained how Google’s and Amazon’s lack of cultural baggage positioned both companies to compete well against the telcos. The story in today’s ZapFlash, however, is more about the culture that Google champions, rather than the cultural baggage it lacks. Over the years, Google has revealed its culture in many ways:

  • Google’s willingness to try anything. Not only are Googlers expected to spend a sizable chunk of their time on pet projects, but they love to run many of those pet projects up the flagpole to see which customers will salute. Some ideas take off, others founder, and many find themselves in a seemingly never-ending beta state. True, there are products like Google Reader or iGoogle that gain traction, only to be pulled from the market. But many more ideas take off and remain lucrative, adding to Google’s already impressive bottom line.

  • Google’s Silicon Valley, millennial-centric culture. The idea of two forty-somethings interning at Google is so ludicrous, Twentieth Century Fox actually produced a feature comedy based entirely on this premise. Need I say more?

  • Don’t be evil. More than an informal motto, don’t be evil is one of Google’s core values. While this principle calls for integrity and honesty, those characteristics don’t differentiate Google from millions of other organizations who also champion such traits. What makes this motto special at Google is how people within the organization actually act upon it as Google has grown into the global powerhouse it is today. By all accounts, this motto encourages Googlers to make decisions based upon what’s best for the customer, where “the customer” refers to an idealized notion, rather than necessarily referring to specific paying customers. For example, Google fastidiously tweaks their search algorithm to frustrate the efforts of search engine optimizers, whose goal in life is to game the system. Such optimization is better for search users in general, as well as for the Internet overall. In this context, all users of the Internet are Google “customers.”

  • The culture of scale. The reason Google is a Cloud player in the first place is because they figured out how to scale their infrastructure. But there’s more to Google’s culture of scale than the infrastructure story itself. Everything they bring to market must leverage this scale, which means that everything they work on must have massive scale as a core enabler. This trait gives new meaning to the maxim think big.

Roll up these cultural characteristics and DeMichillie’s perspective begins to make sense. True, the Google Compute Engine and Google App Engine began as experiments that leveraged Google’s massive scale. Now that enterprises are taking advantage of these tools, Google clearly won’t leave such customers out in the cold, since doing so would “be evil.” But will these products remain essentially unchanged five or ten years out? Nobody knows. From Google’s perspective, DeMichillie’s comments were right on target. Enterprise developers shouldn’t have anything to worry about, right?

The Bigger Picture

There’s more to this story, of course – and the larger story is a drum that ZapThink has been beating for a while now. At its core, Cloud Computing is a phenomenon  of the Internet and the broader world of Web scale. It’s no mistake that companies like Amazon and Salesforce have defined the Cloud marketplace, as both vendors were born of the Web and live and breathe horizontal scalability, basic availability, eventual consistency, and decentralized, hypermedia-oriented architectures. Such Web scale environments are inherently dynamic.

Legacy enterprise IT environments, in contrast, focus on vertical scalability, high availability transactionality that requires immediate consistency, and centralized, middleware-centric architectures. And while such legacy environments have managed for the most part to meet the needs of global enterprises, they are inherently static, inflexible and expensive to maintain.

Cloud Computing is bringing the world of Web scale to enterprise legacy environments one way or another. Nobody wants the Cloud to be more like enterprise legacy. On the contrary: everyone wants enterprise legacy to be more like the Cloud.

Google understands this bigger picture with every fiber of its being. The world of Web scale is Google’s culture and its foundation, both its technical foundation and its raison d’être as a business. But more importantly, the world of Web scale is at the core of the value proposition it brings to customers – including its inherently dynamic nature. It doesn’t make sense to Google to bring a “futureproofable” offering to the enterprise. Instead, they are living their “don’t be evil” mantra by expecting and even encouraging enterprise customers to move to the world of Web scale, even though it’s inherently dynamic.

The ZapThink Take
Analysts love chopping up broader markets like Cloud Computing into ever-smaller market chunks like IaaS, PaaS, and SaaS. In fact, the whole Cloud Computing market itself is a somewhat arbitrary construct. Analysts take this divide and conquer approach, of course, so they can write about individual markets.

When markets have matured, such slicing and dicing often makes sense. But as I’ve discussed before, because Cloud Computing is an emerging market (or set of markets), it doesn’t fit well into the spreadsheet-driven market models the analysts use. Nevertheless, most vendors try to shoehorn themselves into the various analyst buckets even in emerging markets, if for no other reason than to encourage analyst coverage.

Google, however, doesn’t like playing this game. In fact, when DeMichillie discussed Google Compute Engine and Google App Engine, he didn’t use terms like IaaS and PaaS. Instead, he discussed application hosting, storage, and development platform as the core elements of Google’s Cloud Platform – a categorization that makes sense to Google, but doesn’t necessarily line up with analyst market models.

This phrasing on his part had a deeper meaning. Google isn’t committed to IaaS, PaaS, and SaaS – or even the Cloud itself – as market categories. Instead, Google is committed to running many things up the flagpole to see what meets customer needs in a scalable, non-evil manner. If the market categories end up different in ten years, then so be it. What matters is that Google’s innovation is customer-focused – yes, even on enterprise customers.

So, should we expect futureproofed offerings from Google? Absolutely not. But more importantly, we don’t want futureproofed offerings from Google. We want innovative offerings with a laser focus on delivering customer value at scale. Can Google learn to tell this story better to enterprise buyers? Absolutely. But don’t let their culture-driven approach to market messaging interfere with your understanding of Google’s core value proposition.

More Stories By Jason Bloomberg

Jason Bloomberg is a leading IT industry analyst, Forbes contributor, keynote speaker, and globally recognized expert on multiple disruptive trends in enterprise technology and digital transformation. He is ranked #5 on Onalytica’s list of top Digital Transformation influencers for 2018 and #15 on Jax’s list of top DevOps influencers for 2017, the only person to appear on both lists.

As founder and president of Agile Digital Transformation analyst firm Intellyx, he advises, writes, and speaks on a diverse set of topics, including digital transformation, artificial intelligence, cloud computing, devops, big data/analytics, cybersecurity, blockchain/bitcoin/cryptocurrency, no-code/low-code platforms and tools, organizational transformation, internet of things, enterprise architecture, SD-WAN/SDX, mainframes, hybrid IT, and legacy transformation, among other topics.

Mr. Bloomberg’s articles in Forbes are often viewed by more than 100,000 readers. During his career, he has published over 1,200 articles (over 200 for Forbes alone), spoken at over 400 conferences and webinars, and he has been quoted in the press and blogosphere over 2,000 times.

Mr. Bloomberg is the author or coauthor of four books: The Agile Architecture Revolution (Wiley, 2013), Service Orient or Be Doomed! How Service Orientation Will Change Your Business (Wiley, 2006), XML and Web Services Unleashed (SAMS Publishing, 2002), and Web Page Scripting Techniques (Hayden Books, 1996). His next book, Agile Digital Transformation, is due within the next year.

At SOA-focused industry analyst firm ZapThink from 2001 to 2013, Mr. Bloomberg created and delivered the Licensed ZapThink Architect (LZA) Service-Oriented Architecture (SOA) course and associated credential, certifying over 1,700 professionals worldwide. He is one of the original Managing Partners of ZapThink LLC, which was acquired by Dovel Technologies in 2011.

Prior to ZapThink, Mr. Bloomberg built a diverse background in eBusiness technology management and industry analysis, including serving as a senior analyst in IDC’s eBusiness Advisory group, as well as holding eBusiness management positions at USWeb/CKS (later marchFIRST) and WaveBend Solutions (now Hitachi Consulting), and several software and web development positions.

@ThingsExpo Stories
DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI, Machine Learning and WebRTC to one location.
DXWorldEXPO LLC announced today that "Miami Blockchain Event by FinTechEXPO" has announced that its Call for Papers is now open. The two-day event will present 20 top Blockchain experts. All speaking inquiries which covers the following information can be submitted by email to [email protected] Financial enterprises in New York City, London, Singapore, and other world financial capitals are embracing a new generation of smart, automated FinTech that eliminates many cumbersome, slow, and expe...
DXWorldEXPO | CloudEXPO are the world's most influential, independent events where Cloud Computing was coined and where technology buyers and vendors meet to experience and discuss the big picture of Digital Transformation and all of the strategies, tactics, and tools they need to realize their goals. Sponsors of DXWorldEXPO | CloudEXPO benefit from unmatched branding, profile building and lead generation opportunities.
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
DevOpsSummit New York 2018, colocated with CloudEXPO | DXWorldEXPO New York 2018 will be held November 11-13, 2018, in New York City. Digital Transformation (DX) is a major focus with the introduction of DXWorldEXPO within the program. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of bus...
With 10 simultaneous tracks, keynotes, general sessions and targeted breakout classes, @CloudEXPO and DXWorldEXPO are two of the most important technology events of the year. Since its launch over eight years ago, @CloudEXPO and DXWorldEXPO have presented a rock star faculty as well as showcased hundreds of sponsors and exhibitors! In this blog post, we provide 7 tips on how, as part of our world-class faculty, you can deliver one of the most popular sessions at our events. But before reading...
Cloud Expo | DXWorld Expo have announced the conference tracks for Cloud Expo 2018. Cloud Expo will be held June 5-7, 2018, at the Javits Center in New York City, and November 6-8, 2018, at the Santa Clara Convention Center, Santa Clara, CA. Digital Transformation (DX) is a major focus with the introduction of DX Expo within the program. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive ov...
As IoT continues to increase momentum, so does the associated risk. Secure Device Lifecycle Management (DLM) is ranked as one of the most important technology areas of IoT. Driving this trend is the realization that secure support for IoT devices provides companies the ability to deliver high-quality, reliable, secure offerings faster, create new revenue streams, and reduce support costs, all while building a competitive advantage in their markets. In this session, we will use customer use cases...
DXWorldEXPO LLC announced today that ICOHOLDER named "Media Sponsor" of Miami Blockchain Event by FinTechEXPO. ICOHOLDER give you detailed information and help the community to invest in the trusty projects. Miami Blockchain Event by FinTechEXPO has opened its Call for Papers. The two-day event will present 20 top Blockchain experts. All speaking inquiries which covers the following information can be submitted by email to [email protected] Miami Blockchain Event by FinTechEXPO also offers s...
With tough new regulations coming to Europe on data privacy in May 2018, Calligo will explain why in reality the effect is global and transforms how you consider critical data. EU GDPR fundamentally rewrites the rules for cloud, Big Data and IoT. In his session at 21st Cloud Expo, Adam Ryan, Vice President and General Manager EMEA at Calligo, examined the regulations and provided insight on how it affects technology, challenges the established rules and will usher in new levels of diligence arou...
Dion Hinchcliffe is an internationally recognized digital expert, bestselling book author, frequent keynote speaker, analyst, futurist, and transformation expert based in Washington, DC. He is currently Chief Strategy Officer at the industry-leading digital strategy and online community solutions firm, 7Summits.
Digital Transformation and Disruption, Amazon Style - What You Can Learn. Chris Kocher is a co-founder of Grey Heron, a management and strategic marketing consulting firm. He has 25+ years in both strategic and hands-on operating experience helping executives and investors build revenues and shareholder value. He has consulted with over 130 companies on innovating with new business models, product strategies and monetization. Chris has held management positions at HP and Symantec in addition to ...
Cloud-enabled transformation has evolved from cost saving measure to business innovation strategy -- one that combines the cloud with cognitive capabilities to drive market disruption. Learn how you can achieve the insight and agility you need to gain a competitive advantage. Industry-acclaimed CTO and cloud expert, Shankar Kalyana presents. Only the most exceptional IBMers are appointed with the rare distinction of IBM Fellow, the highest technical honor in the company. Shankar has also receive...
Enterprises have taken advantage of IoT to achieve important revenue and cost advantages. What is less apparent is how incumbent enterprises operating at scale have, following success with IoT, built analytic, operations management and software development capabilities - ranging from autonomous vehicles to manageable robotics installations. They have embraced these capabilities as if they were Silicon Valley startups.
Internet-of-Things discussions can end up either going down the consumer gadget rabbit hole or focused on the sort of data logging that industrial manufacturers have been doing forever. However, in fact, companies today are already using IoT data both to optimize their operational technology and to improve the experience of customer interactions in novel ways. In his session at @ThingsExpo, Gordon Haff, Red Hat Technology Evangelist, shared examples from a wide range of industries – including en...
The standardization of container runtimes and images has sparked the creation of an almost overwhelming number of new open source projects that build on and otherwise work with these specifications. Of course, there's Kubernetes, which orchestrates and manages collections of containers. It was one of the first and best-known examples of projects that make containers truly useful for production use. However, more recently, the container ecosystem has truly exploded. A service mesh like Istio addr...
Rodrigo Coutinho is part of OutSystems' founders' team and currently the Head of Product Design. He provides a cross-functional role where he supports Product Management in defining the positioning and direction of the Agile Platform, while at the same time promoting model-based development and new techniques to deliver applications in the cloud.
Predicting the future has never been more challenging - not because of the lack of data but because of the flood of ungoverned and risk laden information. Microsoft states that 2.5 exabytes of data are created every day. Expectations and reliance on data are being pushed to the limits, as demands around hybrid options continue to grow.
Business professionals no longer wonder if they'll migrate to the cloud; it's now a matter of when. The cloud environment has proved to be a major force in transitioning to an agile business model that enables quick decisions and fast implementation that solidify customer relationships. And when the cloud is combined with the power of cognitive computing, it drives innovation and transformation that achieves astounding competitive advantage.
Poor data quality and analytics drive down business value. In fact, Gartner estimated that the average financial impact of poor data quality on organizations is $9.7 million per year. But bad data is much more than a cost center. By eroding trust in information, analytics and the business decisions based on these, it is a serious impediment to digital transformation.