European cloud hosts offer an escape from AWS, Azure, and GCP
When the modern-day internet began emerging in the early 2000s, finding hosting services and resources to run the new wave of dynamic web applications was hard. You needed a database to store application data. These were slow, expensive, and unreliable, regularly bringing applications to a grinding halt when a single instance failed. You needed a server to run interpreted languages like PHP, Python, or Ruby. These were equally expensive, often needed configuration, had security issues, and frequently ran out of memory or CPU resources, again bringing applications to a grinding halt. For anyone on a small budget, running web 2.0-era applications required constant configuration tweaking, tight performance streamlining, and cost reduction, all within the typically tight confines of what a provider would even let you change and manage yourself. Between those heady days and now, an increasing patchwork of hosting providers emerged to cope with the complexity and scale that web applications demanded. For the past 10 years, a significant proportion of applications have moved to a new generation called “cloud hosting”. The term “cloud” is a bit vague, and there’s a popular (but not altogether accurate) phrase that says, “The cloud is just someone else’s computer”. The cloud abstracts and simplifies the complexity of managing the infrastructure mentioned above. Instead of thinking about servers, you think of services and instances of services. In the modern infrastructure world, when a database is struggling, you add another instance. The 💜 of EU tech The latest rumblings from the EU tech scene, a story from our wise ol’ founder Boris, and some questionable AI art. It’s free, every week, in your inbox. Sign up now! If you have so many database and application instances that you’ve lost track of what’s happening, add another service or three for that, too. Taking this abstraction to an extreme, “serverless” has reached its peak popularity in the past few years. This approach aims to reduce servers and services to something more like a function call. Of course, a server still handles all these function calls and responses behind the scenes, but the argument is that you shouldn’t need to worry about that and should only focus on sending and receiving data. More than 20 years later, web-based application developers’ lives are surely easier, aren’t they? No, not really. There are many issues with developing and maintaining apps that run in the cloud. Thankfully, several European operators are trying to make developers’ lives easier again. Before getting to them, here’s a quick terminology guide. Private cloud: Services used by only one customer. Public cloud: Services shared by more than one customer. In both cases, customer data and details remain private, and everything could run in one or more locations. The main difference is that the provider carves out a digital tranche of territory just for that customer. This is probably defined in software, but it could be in hardware, and it could be a dedicated server running remotely or locally to the customer. With that in mind, let’s dig into the problems in the cloud computing world. The cloud is consolidated and monopolised Cloud computing has hundreds of providers, yet most people only think of three: Amazon Web Services (AWS), Microsoft Azure (Azure), and Google Cloud Platform (GCP) — known as the “hyperscalers” of the hosting industry. The web is a big place, brimming with public and privately available sites, so precise numbers of what runs where are hard to come by. However, according to statistics from builtwith.com, about 12% of websites — approximately 86.8 million in total — run on AWS. The other two “only” host roughly another 12% combined. If you look at hosting companies that call themselves “cloud”, then according to techjury.net these percentages increase to 32% for AWS, 23% for Azure, and 10% for GCP. Yet with these statistics, defining what constitutes a website is complicated. Hyperscalers offer hundreds of different services that developers use for one or more parts of an application, some of which perform crucial functions that break an application if unavailable. This has caused problems in the past. Remember the various times when large amounts of online services were unavailable? That was probably due to one of these major companies experiencing an outage. This has led to many developers taking a multi-cloud or hybrid-cloud approach with their applications, spreading risk by hosting services across multiple providers. This solves a technical issue but brings more revenue to all cloud providers and increases complexity. This consolidation puts a tremendous amount of power into a handful of companies. If they change their policies, thousands of businesses could be left without a place to run. More concerning is that all of the top three — in fact, all of the top five — are US companies, except for Alibaba, based in China. The US already has data privacy, security, and law enforcement policies that concern many companies and jurisdictions, and while all the companies mentioned provide hosting options in a global variety of jurisdictions, what if politics in the US no longer respected these digital borders? No matter how unlikely some things can seem, consolidation is always dangerous. Diversifying the cloud Developers and their companies do not want to completely switch away from the cloud. Rather, they are looking for new options from the hyperscale hosts, especially in Europe, where there is a mixture of increased regulations and insecurity around using American services, alongside a degree of nationalism encouraging people to use European services. These trends create new global opportunities for alternative hosting providers, new and old, especially in Europe. I spoke to three of the largest hosting providers in Europe to find out if they are noticing the same trends and what they think the next 20 years of web hosting might look like. Two of them — France’s OVH (the host of around 4% of websites) and Germany’s Hetzner (around 5.5% of websites) — have existed since the late 1990s, before the web 2.0 revolution and “cloud” was a term. The
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