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Google rounds up partners to push and enhance its cloud

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Amazon Web Services has a big head start in public cloud services. As a result, it offers a wider array of services (and longer list of ISV and other partners) than its up-and-coming rivals. But you can bet your bottom dollar that Google and Microsoft are doing all they can to erase those leads, both by adding more of their own services and by recruiting partners that fill gaps in their respective rosters.

Look at Server Density, for example. The London-based server monitoring company works with [company]Amazon[/company], [company]Rackspace[/company] and [company]IBM[/company] SoftLayer, but on Thursday is launching a monitoring service tailored for Google Cloud Platform, said CEO David Mytton. Customers who sign on can keep watch on five Google Cloud servers for free and get a $500 credit for additional Google cloud services. Server Density typically charges $10 per month to monitor Linux, Windows, FreeBSD or Mac servers.

google-cloud-graph[company]Google[/company] is serious about winning over startups which are, after all, the heart and soul of the AWS constituency. And Amazon has wielded cloud credits very productively to keep startups aboard and coming back for more services. Last week Google ripped a page out of that playbook, announcing $100,000 in Google Cloud credits to qualified startups. That ups the ante over AWS, which offers $25,000 in cloud credits under similar terms.

Server Density’s move will be the first of many in coming weeks. [company]Microsoft[/company] is also wooing partners, particularly storage management partners, to make it attractive for them to use Azure as their back-end cloud repository. Panzura, which had supported AWS and the HP Cloud,  for example, added Microsoft Azure to its roster on Thursday

And if you think [company]Amazon[/company] Web Services will take all this maneuvering lying down, you have another think coming.  Smart money is it will have a raft of competitive announcements up its sleeve for AWS Re:Invent in November. But in the meantime, it’s re-opening its pop-up loft, a start-up friendly venue for work and networking at 925 Market Street in San Francisco.