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Google Cloud unveiled BigQuery Omni at its Cloud Next '20 event this week. BigQuery Omni allows Google Cloud users to draw data from multiple cloud providers to run queries on the already popular BigQuery data warehouse tool. Previously, this process required that BigQuery users move data between cloud providers, which can be both costly and time-intensive. BigQuery Omni will be compatible with Amazon Web Services (AWS) at launch, and Google said that Microsoft Azure will soon be supported as well.
BigQuery Omni will help Google position itself as the brains of multicloud operations. The vast majority (86%) of large enterprises reported taking a multicloud approach, according to Colt's 2020 State of the Cloud report, which surveyed 255 IT decision-makers.
By using multiple public cloud providers, companies are often better positioned to support cloud operations across regions, tap into a broader range of cloud services, and hedge against the risk of network outages. But in the multicloud ecosystem, cloud service providers risk being relegated to providing only commodified services, such as data storage — enterprises have an easier time switching providers for such services, which suppresses cloud providers' profits. By contrast, BigQuery Omni can act as a point of differentiation for Google Cloud, as developers become accustomed to working within the BigQuery environment. This can create brand loyalty, increasing Google Cloud's pricing power.
By reducing friction within multicloud operations, Google also stands a better chance at stealing market share away from AWS and Microsoft Azure. If an enterprise purchases all of its cloud services from one provider, then switching providers becomes a complicated and costly undertaking. Enterprises using multicloud environments, by contrast, are more easily able to weigh the pros and cons of their existing providers, as they look to expand cloud operations.
For Google, reducing the friction of working in a multicloud environment — as BigQuery Omni does, by automating the multicloud data aggregation process — can help diminish the advantage held by the market leaders in the cloud space. Google still has considerable ground to make up, as it captured 6% of worldwide cloud infrastructure services spend in Q1 2020, behind both Microsoft Azure's 17% share, and AWS' 32% share, according to Canalys.
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