AWS, Google Gearing Up For Data Center Battle

Amazon Web Services and Google are developing storage software for companies to use in their own data centers, a reversal of the cloud providers’ usual efforts to get companies to put all their data in the clouds run by AWS and Google, according to people who have been briefed on the products.

The targets are companies like banks that aren’t big users of public clouds and instead rely more on their own data centers, known as “private clouds.” 

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This wouldn’t be the first time Google has sold a product for companies to use in their own data centers. More than a decade ago, Google sold a hardware product that let companies search their own data. Google announced earlier this year it was discontinuing this product.

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The new products potentially pose a threat to Microsoft, the second-biggest public cloud provider after AWS, which already sells software for use in big company data centers.