Google is forming partnerships and building out apps with companies that will allow it to expand its cloud services.
The latest partnership with Avere, which supports hybrid cloud storage products, will allow agencies and brands to move information faster between their data centers or storage systems and Google's.
The deal allows brands and agencies to connect the dots between cloud computing and on-premises storage by providing access through Google Cloud Platform. It's the same infrastructure Google uses to return billions of search results in milliseconds, serve 6 billion hours of YouTube video per month, and provide storage for 425 million Gmail users.
On Monday, the two announced the partnership filled with competitive old-timers like Amazon Web Services and Microsoft Azure from the National Association of Broadcasters (NAB) conference in Las Vegas.
In March, Google released a way to manage one or more cloud accounts from a phone or tablet. The Cloud Console app for Android released in beta relies on Google's hosting and virtualization services. A dashboard provides insight into performance, billing, and networking.
Making predictions on the type of goods and services that brands and consumers need also require cloud services. The race for cloud dominance requires predictive analytics. Amazon Web Services last week said it will sell the same kind of software it uses to determine what products Amazon puts in front shoppers, when to stage a sale, and to whom it will target an email.
Big Blue also has stepped in to support agencies in cloud services. Earlier this month, IBM said 72andSunny, a full-service design and advertising company, began using software from its subsidiary Aspera to build the backbone for its new cloud-based media management platform. It provides faster transfer rates to cloud-based media asset management systems that enabling collaboration between worldwide creative teams.
72andSunny uses FASP to transfer large video files and metadata from their on-premises data center SAN directly to the cloud storage, with integration to MediaSilo and Vidispine digital asset management systems in the cloud. Aspera Orchestrator automates the workflow.