ProBeat: 37% of Google Cloud Next 2019 was fluff

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Google has announced a stupid amount of news on Google Cloud Next 2019. Unfortunately, much of this information has been buried by ads.

I am not talking about Google Ads. I am talking about partner and client presentations. Google Cloud Next 2019 had two main speeches, one on each of the first two days, plus a developer speech on the evening of the second day. You can see them here again. I did it because I wanted to quantify the feeling of being constantly presented by Google's partners and customers. More than a third of the total presentation time, about 37% according to my calculations, was not about Google.

The first 90-minute talk had about 35 minutes dedicated to Google's partners and customers. I do not count the time that Google spent on stage talk about partners and customers. It's bad, but at that time, the general feeling was that Day 2 would be much better.

The second speech included about 37 minutes dedicated to Google's partners and customers. It's an improvement in percentage, given that their speech has gone up to about 104 minutes. But at that time, the room was already empty because Google had begun to double. A video of a partner or customer would be followed by a different client or partner on stage.

In the second speech, Google managed to bring in more non-Google employees than Google employees. (The first was a tie.)

The developer's speech was a little better, 33 minutes away from Google's partners and customers. He also managed to showcase more Google engineers than not. And in this keynote speech, non-Google employees generally seemed to have more relevant information to share with participants. At this point, however, it was too late. Google had widely taught everyone that speeches were boring.

Blur the message

I understand why Google has tried this format this year. During previous iterations of Google Cloud, the company then learned that it was not a serious cloud competitor. Amazon Web Services and Microsoft Azure have many important partners and customers, but not Google Cloud Platform. That changes now, and Google wanted to brag.

We have the memo. Unfortunately for Google, this note buried the many other more important themes that society was trying to convey.

Perhaps the most important was security. It may not be as sexy as Anthos, AutoML or Cloud Run, but it's essential for the company's cloud colossus. Google wanted to make it clear that this is the data of a company, not those of Google.

Then come Microsoft, various artificial intelligence tools (including for cloud governance, information specialists and businesses) and important improvements in data analysis.

None of this had the stage time it deserved. In the worst case, as at least one developer says, Google has been sold. In the best case, Google has explained his point of view and will hopefully try to do another home next year.

ProBeat is a column in which Emil talks about everything that goes through this week.

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