About 60 percent of all Internet end devices and end users exchange traffic with Google servers during the course of an average day, according to Deepfield. In 2010, Google represented just six percent of Internet traffic.
In the summer of 2013, Google accounted for nearly 25 percent of Internet traffic on average. Perhaps as significantly, Google has deployed thousands of Google servers (Google Global Cache) in Internet service provider operations around the world, accelerating performance and improving end user experience.
Aside from all the other things that presence could mean, one might argue that Google might be able to leverage all of that to better compete with Amazon Web Services, the clear market leader in the cloud infrastructure business.
Mid-2013 research by Synergy Research Group indicated Amazon Web Services (AWS) had 27 percent market share of the infrastructure as a service and platform as a service segments of the cloud computing business.
At that point in time, North America accounted for well over half of the worldwide market, while Asia-Pacific region accounted for 21 percent of revenue and Europe, the Middle East and Africa accounted for 20 percent of revenue.
Ignoring Salesforce.com, which is in the applications as a service segment, Microsoft, IBM, Google and Fujitsu arguably were positioned in a clear second tier of providers, with market share between four percent and five percent.
AT&T and Verizon each had about two percent share. The question is what any of the other contenders can do to catch up to AWS. Some might argue Google is the firm best positioned to leverage other assets in that regard.
Some argue that Google is Amazon's only competition. Other cloud infrastructure providers might disagree, but few would doubt Google’s ability to challenge AWS, in ways other cloud infrastructure providers would find difficult and expensive.
By some estimates, since 2005, Google has spent $20.9 billion on its infrastructrure. Microsoft has invested about $18 billion and Amazon about $12 billion.