In a first-of-its-kind partnership, Google earlier this month started financing migrations to its cloud performed by CloudEndure, an Israeli-American developer of an advanced replication technology.
The arrangement suggests large cloud providers might find it a good investment to absorb the costs of third-party software that potential customers would use to move workloads onto their platforms.
CloudEndure, a startup specializing in enterprise workload mobility, offers a conversion engine that moves any workload running in a Windows or Linux environment, without interruption, to just about any target cloud, said Gonen Stein, CloudEndure's vice president of business development.
"We are a means to an end for them," Stein said of Google Cloud Platform. "We are an enabler and accelerator of workloads being moved over to their cloud."
The company was founded in Tel Aviv in 2012 and is now run from an office in New York. The conversion engine it developed transfers boot volumes through continuous block-level replication.
"That means you can support any application natively. That's something no one does in today's ecosystem with regards to cloud," Stein said. "We've made ourselves agnostic to any application, which makes life easy for enterprises with really complex applications."
CloudEndure allows live workloads to be migrated with minimal operational disruption to most major clouds, including Google's Compute Engine, Amazon Web Services, Microsoft Azure and OpenStack environments.
The product is also employed for disaster recovery, providing a near-zero recovery point objective and recovery time objective, Stein said.
Enterprises concerned about cloud lock-in are driving demand for the product, Stein told CRN.
"We not only allow them to move into the cloud, but also allow them to move back from the cloud, either to on-premises or other cloud providers," Stein said.