Cloud war is heating up, as the top player vie with each other to garner more market share and revenue in an ever-growing market environment. As more individuals and companies take to the cloud to make the most of what it has to offer, the top four players, namely Amazon Web Services (AWS), Microsoft, IBM and Google are competing with each other to offer the best services at the lowest possible rates.

The very idea of this cloud war is to ensure that one company stays on top of others when it comes to market share and revenue. Currently, AWS is the king as its revenue and market share is way more than that of Microsoft, IBM and Google. But that doesn’t mean that the others can catch up.

In fact, Google is going all out to beat AWS, IBM and Microsoft to get to the top in this cloud war. After Diane Greene took over as the head of this divisions, Google has made rapid strides in this regard. It has introduced many new products, slashed its prices heavily and has even entered into lucrative partnerships with organizations around the world – all in a bid to increase its market reach.

The latest effort in this regard is the prominent role that Google wants to play in the entertainment industry. Tariq Shaukat, a president in Google’s cloud division is one of the keynote speakers at the National Association of Broadcasters show that is happening in Las Vegas. This platform is expected to give Google and its parent company, Alphabet, a wide audience in the media and entertainment industry.

Shaukat is expected to talk about the Google Cloud Platform (GCP) and how it can provide the media and entertainment industry with all that it wants to increase their revenue and make their operations more efficient. He is also expected to help this industry make the most of what one of the top tech companies in the world has to offer.

One of the products that Google plans to showcase is Zync, that can enable bandwidth-intensive projects to be rendered at high speeds. Anything ranging from virtual reality to animated TV shows can be hosted on this product, and this is precisely why Google thinks the entertainment industry platform is a good place to talk about it.

These efforts are towards a larger goal, which is to become the top cloud provider soon. In an interview to Forbes, Greene has said that there is a good chance for Google to become the number one cloud provider in five years because it is taking all out effort to make the most of every platform and opportunity.

In March of 2016, Google already announced that it was going to pour in billions of dollars into its cloud business as that’s going to be one of the key revenue drivers in the future. This also explains why it’s planning to increase the number of data centers from three to 15, by the end of 2017.

Will Google surpass AWS in five years and emerge as the winner in this cloud war? Possibilities are there, but time will tell.

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