Google Cloud courts partners as it ramps up GenAI push
The hyperscaler made a concentrated partner appeal as it announced a roster of new initiatives at its Next London '23
Google Cloud is intensifying its partner-focused approach, offering augmented incentives and resources for global partners to exploit the burgeoning opportunities in AI.
The hyperscaler was not shy about its AI ambitions at this week's Google Cloud Next '23 summit in London.
Its current push initiative involves leveraging tools such as Duet AI and Vertex AI in critical domains like data modernisation and cloud migrations, incorporating these tools into partner systems and processes and making a concerted global push through managed service providers (MSPs).
New partner incentives and certifications
To strengthen partner participation and assist them in capitalising on the GenAI boom, Google Cloud plans to significantly boost funding by up to tenfold for both independent software vendors (ISVs) and systems integrator partners aiming to implement gen AI.
The company has also announced that it will double its rewards for services partners that drive greater workload adoption and accelerate the adoption of strategic products.
"Earlier in the year, we made some changes to the partner advantage programme around session specialisation because customers are asking for deep domain expertise. They want someone that can actually guide them through those areas," Bron Hastings, VP, ISV and channels at Google Cloud, told CRN.
"So services have become a really core element and component of being able to serve the customer.
"That's both from technology and innovation. It includes migration services, cybersecurity, infrastructure modernisation, but it also includes workspace, and, in particular, as we bring in things like Duet AI to the customers, this is a big service element for that."
Hastings first joined as Google Cloud's channel chief in 2021, after two years spent as Citrix's senior vice president of worldwide channel sales and ecosystem.
Hastings emphasised the evolution of MSPs in this ecosystem: "What we're asking MSPs to do is to actually become sales and service in a more comprehensive way.
"If you think about it, what customers are asking for is someone that can have domain expertise in some areas.
"So maybe an MSP wants to be domain deep in infrastructure optimisation, maybe they want to be domain deep in security.
"What we're asking the partner ecosystem to do is to get that specialisation.
"Why would the customers come to them as a sales and service partner?
"How do you go deeper in these specialisation areas?"
In addition to financial support, Google Cloud is expanding the set of tools and resources available to partners.
Key updates include a sandbox toolkit allowing partners to access Duet AI at no cost, a new sustainability certification, new courses as part of its delivery readiness index and the Google SecOps service delivery expertise - a new designation for cybersecurity partners.
The initiative equips partners with Gen AI journey maps, badges, and accelerated go-to-market tracks.
New service partners show ‘specialisation and domain'
As part of the initiative, the hyperscaler also announced a new cohort of partners, including Accenture, BCG, Capgemini, Deloitte and Wipro.
The initiative equips partners with Gen AI journey maps, badges, and accelerated go-to-market tracks.
Beyond these updates, Google Cloud is announcing strategic partnerships with organisations in the UK and EMEA, such as Norway-based MSP Crayon to extend the availability of AI technology and services to customers.
Crayon has launched a Google Cloud AI centre of excellence to help customers deploy products like Duet AI and Vertex AI.
Hastings emphasised the significance of these partnership for the vendor: "The core elements of the Crayon partnership are they are supportive and acknowledge the opportunity in generative AI.
"The announcement of the AI centre of excellence really demonstrates their commitment to this, the belief that generative AI is going to be part of a growth strategy, allowing them to bring their capabilities to the market.
"What we're looking for are partnerships that have the ability to reach the market and also have the investment in specialisation and domain."