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Google relies on a network of partners to take its products to market, implement them, build solutions, and provide support and managed services. Ovum explores how this works in practice from the perspective of Google and three established partners.


  • There is a clear and visible ramping up of effort within Google to serve its growing cloud business customers (big logos include Johnson & Johnson, KLM, Auto Trader UK, and Sony) with enterprise-grade technology and cloud services.
  • Google Cloud’s stated progress through FY 2018: It more than doubled the number of GCP deals over $1m and more than doubled the number of multiyear contracts signed. It also passed 5 million paying customers for its cloud collaboration and productivity solution, G Suite, and saw strong momentum across all major geographies and industries.

Features and Benefits

  • Assesses Google’s strategic use of partnering to deliver products
  • Draws together perspectives from three different Google partners with different market approaches

Key questions answered

  • How are partners engaging with Google to deploy Google products?
  • What methods are partners using to ensure success?

Table of contents


  • Catalyst
  • Ovum view
  • Recommendations to Google
  • Recommendations to partners

Google's success in advertising and search comes from engineering, now it's taking this to market

  • Google is asserting itself with businesses small and large
  • Google's enterprise technology goes to market as Google Cloud

Google embarked on a plan to grow its channels to market tenfold in 2018

  • Google aims to attach partners to 100% of opportunities to minimize time to revenue
  • Investments in the partner ecosystem are gaining traction

How global SI Atos is taking hybrid cloud, AI, and collaboration to market with Google Cloud

  • Atos is working with a sales pipeline of €1.2bn
  • Market demand for hybrid cloud provides the impetus for the joint go-to-market strategy
  • Atos' AI labs support ideation with customers using Google Cloud
  • Expect to see big-logo customer announcements coming out of this alliance

"Digital shift pure play" Maven Wave believes specialization is the way to differentiate its services

  • Maven Wave owes its success to hiring people who combine domain or technical expertise with team-working skills
  • 85% of Maven Wave's work is with Google Cloud

Telefonica is moving to a collaborative business model with Google, taking Google Cloud to its enterprise customers

  • Google arrived late to the Spanish market, but Telefonica is already promoting its big data capabilities with clients
  • Google Cloud supplements Telefonica's Living Cloud offering


  • Methodology
  • Further reading
  • Author