May 25, 2022

Cloud infrastructure rentals tend to become cheaper over time, but Google Cloud is bucking that trend today by significantly raising prices for a few basic services. These enhancements, which Google announced will offer “more flexible models and pricing options” under the guise of “more flexible models and pricing options”, will go into effect on October 1, 2022. Most developers don’t entertain.

It’s not all bad news: the Google regions of the Americas, Europe, and Asia have lowered prices for some archive storage, and there’s also a new cheaper option for snapshotting a persistent disk archive. The company is increasing its “Always Free Internet” outgoing traffic from 1 GB per month to 100 GB per month.

But some core storage features, such as multi-region online storage, will increase by 50 percent. Operational prices for Google Cloud Class A cold storage will double from $0.10 per 10,000 operations to $0.20. And while reading data from a service in one region on the same continent to a multi-region cloud storage bucket was free, it now costs the same as any other movement of data between Google Cloud locations on the same continent.

Load balancing fees will also go up as Google charges an “outbound processing fee” ranging from $0.008 to $0.012 depending on the region. Ticketmaster would be proud, but Google says it will bring its prices in line with those of other major cloud providers.

“Google Cloud delivers innovative business transformation solutions in a customer-centric and consistent way. Our pay-as-you-go pricing structure allows customers to better align costs with the services they use. Customers can easily compare the services of leading cloud providers,” the company wrote in a FAQ today.

This announcement is likely to be a major event for the marketing teams of other major cloud providers, but large amounts of data are difficult to move. There is a reason why people talk about the importance of data. This is one area where you can raise your prices without fear of customer flight.

Despite the bloated ad language, Google is clearly aware of the impact of these changes. Why else would the FAQ have noted that its customers should “change their current usage to better align their apps with these new business models and minimize some price changes”, right?

Google — and Google Cloud in particular — is already suffering from the idea that it will shut down services almost arbitrarily, even if its customers depend on them. Now add to that the assumption that it will raise prices indiscriminately and that its sales teams will have to work overtime to meet the company’s ambitious growth targets.

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