Google Cloud has announced that customers looking to migrate their data to another cloud provider will not incur any network fees for the transfer. In contrast to several other cloud providers, such as Microsoft’s Azure and Amazon Web Services (AWS), which charge customers based on the amount of data transferred during vendor switches, Google Cloud’s move aims to facilitate data migration without imposing additional costs.

The decision comes in response to concerns raised by Britain’s media regulator Ofcom in October, highlighting the potential deterrent effect of transfer fees on customers seeking to switch to alternative cloud providers. Ofcom had previously requested the country’s antitrust authority to investigate the dominance of tech giants in the UK cloud market.

While the elimination of data transfer fees simplifies the process for customers to change their cloud provider, Amit Zavery, Head of Platform at Google Cloud, notes in a blog post that many customers are deterred by restrictive and unfair licensing practices. Zavery emphasizes that addressing licensing issues is crucial for improving customer choice and reducing lock-in.

AWS currently leads the cloud computing market, with Azure following closely behind, while Google Cloud holds a distant third position. Google and Amazon have previously expressed challenges associated with Microsoft’s terms of services, making it difficult for customers to switch.

The removal of data transfer fees applies to all Google Cloud customers globally starting from Thursday. This initiative is expected to enhance flexibility and options for businesses considering a transition to different cloud service providers.