Gravitational raises $25M to 'liberate' users from AWS and Microsoft - Business Insider

Just as cloud computing companies Amazon Web Services and Microsoft explore new ways to keep customers from going to their rivals, a startup founded by a former Rackspace director is working to make it easier for developers to move applications between clouds.

The result is they no longer have to be "super-glued" to one cloud, said Gravitational CEO and cofounder Ev Kontsevoy.Kontsevoy's first cloud company, Mailgun, ultimately got acquired by Rackspace in 2012. He worked as Rackspace's director of product and strategy until he left in 2015 and started Gravitational.

Kontsevoy said these middle layers introduce complexity that ties customers to a particular cloud provider and "super-glues" an app to that infrastructure. If your app reliant on an Amazon-specific database product, or a Microsoft-made AI system, it just makes it that much harder to move clouds, after all. That, in turn, makes it harder to shop around for a better deal on your cloud bill, or to simply move providers because you want or need to.

As that competition heats up, major cloud providers are exploring new ways to keep customers from going to their rivals. Amazon Web Servicesto make it easier for customers to save money — while simultaneously making it harder for them to switch to a competitor's service.

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