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Microsoft security announcements seek to shake up the cloudscape

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Microsoft announcements

Microsoft announcements

Microsoft announcements- Microsoft Corp. broadened its profile as a secure cloud vendor on Monday using its annual IT conference to announce several security initiatives designed to woo enterprises to its Azure public cloud platform and away from rivals Amazon.com Inc. and Alphabet Inc.

To kick off its Ignite conference in Orlando, Microsoft MSFT, +0.02%  on Monday announced, among other things, that it was applying its Authenticator app across Azure to do away with login passwords as well as its Secure Score service across its cloud to provide users with feedback to avoid breaches.

The Redmond, Wash.-based tech giant also said its Threat Protection product would offer AI and human support across its Microsoft 365 suite to provide end-to-end cybersecurity, and announced a public preview of its Azure confidential computing product designed to secure cloud data while it was in use.

The announcements come nearly a week after Microsoft launched a shot across the bow of a rival in another area, presenting an AI version of its Dynamics 365 customer relationship management to go up against Salesforce.com Inc’sCRM, +1.56% much touted Einstein product, which uses artificial intelligence to provide predictions and recommendations based on a company’s business processes and customer data.

This year’s Microsoft conference in Orlando also coincides with Salesforce’s annual Dreamforce conference that takes over a large chunk of downtown San Francisco for a week.

While Amazon.com Inc. AMZN, -0.04%  is still the dominant public cloud player by a long shot with Amazon Web Services, Microsoft’s Azure has steadily been chipping away at AWS as one of the fastest growing public cloud providers. In its last earnings release, Microsoft reported that Azure revenue surged 85% from the year ago period. In 2017, Azure’s share of the public cloud market grew to 13.3%, from 8.7% the previous year, while AWS’s share declined to 51.8% from the previous year’s 53.7%, according to research firm Gartner.

Among U.S. public cloud providers, Alphabet’s GOOG, +0.53% GOOGL, +0.56% Google Cloud Platform, or GCP, comes in third in terms of market share, and is locked in a battle with Microsoft over customers who don’t want to rely solely on AWS or not at all. That role of a back-up cloud has become more prevalent in recent years, Maribel Lopez, principal analyst at Lopez Research, told MarketWatch in an interview.

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