Batten down the hatches: Here comes the next wave of public cloud hype

One thing we’ve learned about big cloud events is that they travel in packs — at least when it comes to those put on by public cloud purveyors Amazon, Google and Microsoft. Last March, the three giants counterprogrammed each other’s events in San Francisco. And they’re at it again.

Structure 2011: Satya Nadella – President, Server and Tools Business, Microsoft

Structure 2011: Satya Nadella – President, Server and Tools Business, Microsoft

Now [company]Microsoft[/company] is hosting a cloud update October 20 in San Francisco, showcasing CEO Satya Nadella and cloud guru Scott Guthrie, who will doubtless talk about customer wins and new features for Microsoft Azure. News of this confab comes two months after [company]Google[/company] disclosed plans for another Google Platform Live event also in San Francisco on November 4.

Urs Holzle at Structure 2014. (c) Jakub Mosur

Urs Holzle at Structure 2014. (c) Jakub Mosur

And that, of course comes a week before AWS: Reinvent conference in Las Vegas November 11. This is year three for the big Amazon event.

This is a hotly contested race — [company]Amazon[/company] was in it first and built up a prodigious lead in the past seven years, but now it faces off against two huge and well-funded competitors, both of which ([company]Google[/company] naysayers not withstanding) are deadly serious about public cloud.

So here we go again.

Werner Vogels , CTO, Amazon.com

Werner Vogels, CTO, Amazon.com