Startups worldwide turn to Google Cloud tools to build fast on a strong and easy to use platform that helps them get to market and launch products faster, all while building on the cleanest cloud in the industry. Startups leverage Google Cloud and our Google for Startups Cloud Program to go from idea to IPO, and there are a variety of products on Google Cloud that can help them.

Here are the 8 top products that startups use on Google Cloud to innovate and grow:

Firebase for app development

Speed up innovation with Firebase, a mobile development platform that’s fully integrated with Google Cloud. Work in a simpler cloud environment, easily pull in products or services, and build your apps faster.

Cloud SQL for database needs

Build your startup’s foundation with Cloud SQL, a fully managed relational database solution that integrates with Google Cloud services. Create and connect to your first database in minutes and scale with a single API call.

AI and machine learning products

Solve tough problems with AI and machine learning products, built with the best of Google’s technology. Train deep learning and machine learning models cost-effectively so you can iterate and innovate faster.

BigQuery for data analytics

Drive agility with BigQuery, a serverless, cost-effective, multi-cloud data warehouse. Query streaming data in real time, predict business outcomes with built-in machine learning, and share analytics with just a few clicks.

Google Kubernetes Engine (GKE) for containers

Unlock faster, more secure app development with GKE, the most scalable Kubernetes platform. Streamline operations with release channels that fit your business needs and leave cluster monitoring to Google engineers.

Looker for data visualization

Get more from your data to keep moving ahead of the competition with Looker, a trusted business intelligence and data platform. Generate real-time reports and get insights at the right time with proactive alerts.

Cloud Run for serverless computing

Create scalable containerized apps in any programming language on Cloud Run, a fully managed compute platform. Pair it with container tools like Cloud Build and Docker, and only pay when your code is running.

Cloud Armor for security

Protect your startup from Web attacks with Cloud Armor, a leading Distributed Denial-of-Service (DDOS) defense service. Use it with an HTTP Load Balancer for Managed Instance Groups across regions to keep your workloads highly available and secure.

To learn more about products best-suited to the unique demands of startups, check out our startups solution page. Our team is looking forward to discussing how these products can help you. If you’re not already in the program, you can get started here.

If you want to learn more about how Google Cloud can help your startup, visit our page here to get more information about our program, and sign up for our communications to get a look at our community activities, digital events, special offers, and more.

Google Cloud VMware Engine delivers an enterprise-grade, cloud-native VMware experience that is built on Google Cloud’s highly performant and scalable infrastructure. By enabling a consistent VMware experience, the service allows customers to adopt Google Cloud rapidly, easily, and with minimal modifications to their vSphere workloads, bringing the best of VMware and Google Cloud together on one platform for a variety of use-cases. These include rapid data center exit, application lift and shift, disaster recovery, virtual desktop infrastructure, or modernization at your own pace.

Here are seven ways VMware Engine outshines alternatives for running your VMware workloads in the cloud, simplify your operations, and help you innovate faster:

1. Dedicated 100Gbps east-west networking
   Google Cloud VMware Engine nodes come with redundant switching and dedicated 100Gbps east-west networking with no oversubscription of bandwidth, unlike other options where there is generally oversubscription. This is especially important when it comes to running latency-sensitive workloads.
2. Four 9’s of availability in a single zone
   The service offers 99.99% uptime SLA for a cluster in a single Zone with five to 16 nodes and FTT=2 or more without the need for stretched clusters, which is higher than the alternatives. Further, dedicated connectivity for core service functions such as vSAN and vMotion enables better solution stability and availability. This enables the service to support the needs of enterprise workloads that require high availability.

Note: “Cluster” means a deployment of three or more dedicated bare metal nodes running VMware ESXi and associated networking managed via management interfaces.

3. Global networking without complex routing
   Google Cloud VMware Engine networking is built based on Google Cloud’s powerful networking architecture. With simplified regional and global routing modes—which allow a VPC’s subnets to be deployed in any region where our service is available—you can architect global networks without the need or overhead of creating and connecting regional network designs. You get instant, direct Layer 3 access between them. In alternative cloud environments, you may have to configure special networking between regions, often requiring VPN-based tunnels over the WAN to enable global uniform network communication. This adds to the deployment and operational complexity, in addition to cost.
4. Integrated multi-VPC networking
   Users often have application deployments in different VPC networks, such as separate dev/test and production environments or multiple administrative domains across business units. The service supports “many-to-many” access from VPC networks to Google Cloud VMware Engine networks with multi-VPC networking, allowing you to retain existing deployed architectures and extend them flexibly to your VMware environments. In addition, by providing multi-VPC networking, you can pool their VMware needs—say for QA and dev—to a smaller set of clusters, effectively reducing their costs.

For more information about the end-to-end networking capabilities and services available in Google Cloud VMware Engine, please refer to the Private Cloud Networking for Google Cloud VMware Engine whitepaper. Here, you’ll find details about network flows, configuration options, and the differentiated benefits of running your VMware workloads in Google Cloud.

5. Unified, cloud-integrated model
   Google Cloud VMware Engine is a fully managed Google first-party service, operated and supported by Google and its world-class team. With fully integrated identities, billing, and access control, you have a simpler end-to-end experience that is different from other services. You access Google Cloud VMware Engine service via the Google Cloud console, like any other Google Cloud service. You can also access other native Google Cloud services privately from your VMware private cloud running in Google Cloud VMware Engine over local connections.
6. Flexibility in third-party ecosystem compatibility
   With Google Cloud VMware Engine, you can set up existing VMware on-premises third-party tools or products that require additional privileges by using a solution user account. This uniquely enables operational consistency, ensuring that the tools you have invested in and used over the years work on Google Cloud VMware Engine. Furthermore, in key areas such as vSAN data encryption, you have the choice of not only using Google Cloud Key Management Service (KMS)—which is turned on by default on vSAN datastores—but also external KMS providers such as HyTrust, Thales, and Fortanix.
7. Dense nodes with high storage:core and memory:core ratios and fast provisioning
   Google Cloud VMware Engine nodes are dense. Each node is powered by Intel® Xeon® Scalable Processors and comes with 36 cores, 72 hyperthreaded cores, 768 GB memory, 19.2 TB NVMe data and 3.2 TB NVMe cache storage. This, along with oversubscription, leads to high consolidation ratios and compelling storage:core per dollar and memory:core per dollar. In addition, you can rapidly spin up these nodes in a VMware private cloud often in under an hour, enabling on-demand, VMware-consistent capacity in Google Cloud for your needs.

These are just a few examples of customer-centric innovation that set Google Cloud VMware Engine infrastructure apart. In addition, migrating to Google cloud can save you up to 38% in TCO. Get started by learning about Google Cloud VMware Engine and your options for migration, or talk to our sales team to join the customers who have embarked upon this journey.

The authors would like to thank the Google Cloud VMware Engine product team for their contributions on this blog.

B2B marketplace IndiaMART aims to help businesses escape the restrictions of traditional supply chains. By providing access to a digital platform optimized for access from desktops and mobile devices, businesses can improve their operations and generate more revenue. IndiaMART’s suite of services includes web storefront, enquiry support, priority listings, premium number services, a lead management system, and payment facilitation.

IndiaMART also provides “behavior-based matchmaking” that identifies the supplier best equipped to meet buyer needs by product or service, category and location. IndiaMART then matches the designated suppliers with the buyers. Finally, IndiaMART operates as a “horizontal marketplace”—enabling suppliers to market to a large number of potential buyers—presenting a compelling offering for both groups.

Amarinder S. Dhaliwal, Chief Product Officer of IndiaMART, says once IndiaMART grew to a certain size, it benefited from a network effect—as more buyers used the marketplace, more suppliers came on board, prompting yet more buyers to access the service and so on. Suppliers becoming buyers and using IndiaMART to purchase products is another growth driver. “There is not just a network effect, but a community effect as well, as a supplier becomes a buyer,” says Dhaliwal. “This increases affinity, and supplier and buyer ‘lock-in’ to the marketplace increases multifold.”

Positioned to address challenges

IndiaMART’s proactive approach positioned the business well to address the challenges presented by new trends and market conditions. Traffic from mobile devices to its business-to-business marketplace has grown from about 30% to 75% over the last four years.

“Mobile traffic has grown at a compound annual growth rate of almost 100% over the same period,” says Dhaliwal. “The proliferation of smartphones and other mobile devices has brought a considerable number of new users onto the internet and these users look for value—the right price from the right supplier,” he adds. “Furthermore, they can connect at any time and from any location they can access a network.”

The mobility revolution also challenged IndiaMART to provide a user interface and experience optimized for devices of various types and sizes—and that incorporated screens much smaller than the screens incorporated in desktops. The organization also had to help users overcome issues such as inconsistent network coverage and quality—particularly in remote areas.

Becoming a mobile-first organization

IndiaMART is responding by becoming, for buyers, a “mobile-first” organization that meets the group’s technical and user experience requirements.

IndiaMART is also adapting its marketplace to support two key trends:
• Buyers using long, conversational sentences to conduct online searches rather than simply typing in keywords
• Non English-users—the vast majority of people in India—stepping up their use of the marketplace

“We expect that, within a few years, we will have more non-English users than English users on IndiaMART,” says Dhaliwal.

IndiaMART is also benefiting from Indian government measures to reform taxation and stimulate the digital economy. “There has been a huge focus on areas such as digital payments and the digitization of identity,” says Dhaliwal. “We have embraced elements of this agenda by implementing a digital payment platform and are continuing to look at ways of providing new digital services to suppliers.

“Meanwhile, the Indian government’s recent implementation of GST allows us to validate suppliers’ businesses and bring more qualified, more verified suppliers on our platform—improving the experience for buyers and suppliers.”

Speed and reliability an issue

IndiaMART had started operations with servers, storage, networking, and associated systems co-located in a data center in the United States. However, as buyers and suppliers increasingly used mobile devices—over occasionally unreliable networks—to access the marketplace, access speeds and reliability became an issue. With most requests traveling between India and the United States, network latency was unacceptably high. Furthermore, business growth meant IndiaMART needed an environment that could scale to meet demand for the next five to 10 years.

IndiaMART opted for a multi-cloud architecture and established criteria for cloud providers to win its business. “We required an infrastructure that could scale and meet our demand for fast response time without putting our business at risk,” says Dhaliwal. “This meant taking a phased rather than one-shot approach to the migration. We also needed to minimize any wasteful duplication of infrastructure and reduce latency. In addition, as we scaled, we needed to protect our systems, transactions and information, including the details of buyers and suppliers.”

Google Cloud team’s high-quality support

The organization performed proof of concept with the three largest multinational cloud services providers and found Google Cloud was best positioned to act as the cornerstone of its multi-cloud architecture. “The Google Cloud team gave us considerable support in helping us run a proof of concept of its services,” says Dhaliwal.

“The proof of concept also illustrated that Google Cloud was superior to the other cloud services we looked at.

“We could run our marketplace across multiple geo-locations under a single IP address, avoiding duplication, and users in India could connect to Google Cloud via the closest access point, with their traffic passing quickly across the Google network.

“In addition, Google Cloud’s load balancing service would enable encryption between load balancing layers and back ends to ensure security, while all communication would move across Google’s own protected network.”

Being one of India’s early users of G Suite, the organization was also familiar with Google Cloud applications and services.

IndiaMART then opted to work with the Google Cloud team and a certified partner on a step-by-step implementation that minimized any risk of disruption.

Deep engagement from Google

“We engaged very deeply with both Google and the partner to complete this migration,” says Dhaliwal. “The Google team worked very hard to understand our requirements and provide a solution that catered to our needs and could be deployed in a phased manner.” The team ran workshops and technical sessions with IndiaMART and, at a Google Summit, connected the marketplace provider to Google experts in databases and infrastructure.

“These discussions really helped us formulate a strategy moving forward,” says Dhaliwal.

Based on input from Google and its own evaluation, IndiaMART developed an architecture comprising virtual machine instances delivered through Compute Engine, Google Cloud’s infrastructure-as-a-service offering; Cloud Load Balancing to support cloud resources distributed across multiple locations; Cloud Pub/Sub to provide enterprise messaging; and Cloud Dataflow to transform and enrich data.

Cloud Armor works with Cloud Load Balancing to defend against distributed denial of service (DDoS) attacks; and Geocoding API helps the organization convert geographic coordinates into readable addresses and vice versa. Cloud AutoML allows IndiaMART to train machine learning models to meet its requirements. With Geocoding API, IndiaMART can matchmake buyers and suppliers based on location—providing a high quality experience for both parties. Finally, AutoML Translation allows the organization to create a custom machine learning model that converts product names from English into Hindi and other languages, effectively opening up new markets for buyers and suppliers.

Phase one complete

IndiaMART has completed phase one of the migration that involved moving its web properties across to Google Cloud. The organization is now experimenting with moving its APIs and databases to the service and anticipates completing the exercise over the coming year.

Average page load time down

The initial phase of the project has already delivered considerable benefits to IndiaMART. The organization has cut average page loading time from five seconds to three seconds, and Dhaliwal attributes close to one second of that reduction to the move to Google Cloud. “With Google Cloud, buyers and suppliers can access our marketplace much faster than previously,” says Dhaliwal. “This impacts positively on engagement, time spent on our marketplace, and the user’s entire journey with us.”

DDoS attack repelled

Google Cloud’s security features have already passed their first test. As IndiaMART undertook stage one of the migration, the business experienced a DDoS attack that generated request loads more than 400 times greater than normal. “Because we were on Google Cloud infrastructure, we could develop a solution to combat this severe DDoS attack,” says Sunil Parolia, Sr. VP at IndiaMART. “From a security perspective, this really justified our decision to go with Google Cloud.”

Google Cloud is also helping deliver the availability required by IndiaMART and the scalability to support growing demand. “As the number of people in India who access the internet grows from about 500 million to 700-800 million over the next couple of years, we will continue to build our traffic and be the dominant business-to-business platform,” says Dhaliwal. “On the supplier side, we expect to see more and more businesses come onto our marketplace—ranging from small-to-medium businesses up to larger brands. Google Cloud will enable us to accommodate this traffic without compromising the experience we provide.”