Key points
- Google scrapped data transfer fees for organizations using multiple cloud platforms in the EU and UK.
- This move preempts the EU Data Act, which comes into effect on Friday.
- The decision goes beyond the Act’s “at cost” requirement, offering free transfers.
- The initiative, “Data Transfer Essentials,” simplifies data movement between Google Cloud and competitors.
Google Cloud announced the elimination of data transfer fees for organizations utilizing multiple cloud platforms within the European Union and the United Kingdom. This proactive measure comes ahead of the EU Data Act’s implementation on Friday, exceeding the Act’s mandate to charge only “at cost” for data transfers.
The initiative, dubbed “Data Transfer Essentials,” provides a straightforward solution for seamless data exchange between Google Cloud and other cloud providers, including Amazon Web Services (AWS) and Microsoft Azure.
This decision reflects a broader effort by regulators in the EU and the UK to foster greater competition within the rapidly expanding cloud computing market, which a few major players currently dominate.
Both the EU and UK authorities have expressed concerns about the potential for anti-competitive practices, advocating for policies that facilitate easier switching between cloud providers. Microsoft recently introduced “at cost” data transfer fees in the EU, while AWS indicated a willingness to offer reduced rates for certain use cases.
Google’s move positions the company as a leader in promoting multi-cloud adoption. Many organizations utilize multiple cloud providers to enhance operational resilience and flexibility. By offering free data transfer services, Google aims to attract and retain customers who value the benefits of a multi-cloud strategy without incurring additional expenses associated with data migration.
The company emphasizes the simplicity and cost-effectiveness of its solution, making data transfer a less significant barrier to entry for organizations seeking a diversified cloud approach.
Jeanette Manfra, senior director of global risk and compliance at Google Cloud, highlighted that while the EU Data Act permits cloud providers to pass on costs to customers, Google’s “Data Transfer Essentials” remains free of charge.
This demonstrates a commitment to fostering a more competitive and customer-centric cloud environment. The move is likely to prompt other major cloud providers to follow suit, intensifying market competition.
