The cloud giants continue to surge ahead, but as customers get more sophisticated these tech companies will have to change their strategies.

AWS, Microsoft or Google: Which cloud computing giant is growing the fastest?

Spending on cloud computing infrastructure continues to grow at a furious pace, but cloud vendors will have to work harder for their profits from now on.

Global cloud infrastructure services market grew 42 percent year-on-year in the first quarter of 2019 with Amazon Web Services (AWS) making the biggest gain in dollar terms with sales up by $2.3 billion (41%) on Q1 2018, according to data from tech analyst firm Canalys. That performance put AWS further ahead of second-placed Microsoft, even though it grew sales by $1.5 billion or 75 percent. Google was the fastest growing of the top three in percentage terms, up 83 percent from $1.2 billion to $2.3 billion.

A market growing at 42 percent year on year (although slightly slower than the 46% growth in Q4 of last year) is pretty remarkable. But according to Canalys, the battle for enterprise customers will intensify this year as the big cloud vendors seek to maintain that growth.

Many businesses have already finished moving easy-to-shift applications to the cloud, and are maturing their approach to cloud computing. This involves moving to multi-cloud and hybrid-IT strategies that aim to use the strengths of different cloud service providers and deployment models, depending on their varying application and data requirements, compliance, cost and performance, the analyst firm said.

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