Google Cloud Offers a Model For Fixing Google's Product-Killing Reputation

An anonymous reader quotes a report from Ars Technica: Google's reputation for aggressively killing products and services is hurting the company's brand. Any new product launch from Google is no longer a reason for optimism; instead, the company is met with questions about when the product will be shut down. It's a problem entirely of Google's own making, and it's yet another barrier that discourages customers from investing (either time, money, or data) in the latest Google thing. The wide public skepticism of Google Stadia is a great example of the problem. A Google division with similar issues is Google Cloud Platform, which asks companies and developers to build a product or service powered by Google's cloud infrastructure. Like the rest of Google, Cloud Platform has a reputation for instability, thanks to quickly deprecating APIs, which require any project hosted on Google's platform to be continuously updated to keep up with the latest changes. Google Cloud wants to address this issue, though, with a new "Enterprise API" designation. Enterprise APIs basically get a roadmap that promises stability for certain APIs. Google says, "The burden is on us: Our working principle is that no feature may be removed (or changed in a way that is not backwards compatible) for as long as customers are actively using it. If a deprecation or breaking change is inevitable, then the burden is on us to make the migration as effortless as possible." If Google needs to change an API, customers will now get a minimum of one year's notice, along with tools, documentation, and other materials. Google goes on to say, "To make sure we follow these tenets, any change we introduce to an API is reviewed by a centralized board of product and engineering leads and follows a rigorous product lifecycle evaluation." Despite being one of the world's largest Internet companies and basically defining what modern cloud infrastructure looks like, Google isn't doing very well in the cloud infrastructure market. Analyst firm Canalys puts Google in a distant third, with 7 percent market share, behind Microsoft Azure (19 percent) and market leader Amazon Web Services (32 percent). Rumor has it (according to a report from The Information) that Google Cloud Platform is facing a 2023 deadline to beat AWS and Microsoft, or it will risk losing funding. Ex-Googler Steve Yegge laid out the problems with Google Cloud Platform last year in a post titled "Dear Google Cloud: Your Deprecation Policy is Killing You." Google's announcement seems to hit most of what that post highlights, like a lack of documentation and support, an endless treadmill of API upgrades, and Google Cloud's general disregard for backward compatibility. Yegge argues that successful platforms like Windows, Java, and Android (a group Yegge says is isolated from the larger Google culture) owe much of their success to their commitment to platform stability. AWS is the market leader partly because it's considered a lot more stable than Google Cloud Platform.

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