July 05, 2012, 4:23 PM — It's been a busy past few weeks for Amazon and its competitors.
At the recent Google I/O Conference in California, the leading Internet search company made two moves that seem to be in direct competition with the leading e-commerce and cloud provider: Amazon.
Meanwhile, up in the clouds, Google is making an equally aggressive play targeting Amazon Web Service customers with the announcement of Google Compute Engine (GCE), an infrastructure-as-a-service offering that goes head-to-head with AWS's Elastic Compute Cloud (EC2). The Linux virtual machines that make up GCE also complement Google App Engine (GAE), the company's platform as a service (PaaS), where developers can build and host customized applications.
"Google is hoping to sneak developers away from AWS by offering them compute in the same place they get access to GAE and other tools, which are quite popular," says Carl Brooks, an analyst at Tier1 Research and the 451 Group.
The moves from Google follow announcements made by Microsoft, when the tech titan released its own tablet, named Surface, and extended an infrastructure-as-a-service offering on top of its Azure platform. To cap it all off, AWS suffered a service disruption caused by an electrical storm and ensuing power outage.
The moves add up to a heating of the cloud marketplace, and vendors increasingly offering products and services aimed at AWS's stronghold. "The market and the various technologies are still immature and there is a lot of room to move for tech firms," Brooks says.