2014-10-June-Paper-Airplanes.jpgIt was only a matter of time.

With public cloud storage costs quickly heading toward zero, it may not make sense for some Enterprise File Sync and Share (EFSS) providers to store customer files in their own data centers.

Last night news broke that EFSS provider Egnyte will now leverage Google Cloud Services to store client files.

It’s a move that didn't shock Alan Pelz-Sharpe, a research director at the 451 Research.

“Many cloud service providers are finding out that low cost and free subscriptions are hard to upsell and the cloud storage costs alone can be a huge drag on the limited finances of a startup,” he said.

And though Egnyte has yet to put out a press release on the Google cloud storage matter, CEO Vineet Jain confirmed that the judgment had been made.

“We have decided to start utilizing Google Cloud Services for our backend infrastructure,” he said.

Egnyte currently stores roughly 40 petabytes of data on their own servers in data centers in the US and Europe.

“Moving forward, barring everything continues positively,” said Jain, “Egnyte will look to store all new incoming data with Google.”

Competing with the Big Leagues

This move for Egnyte certainly makes sense from a cost perspective. Cloud storage is becoming incredibly cheap making it hard -- if not near impossible -- for smaller EFSS vendors to compete with larger vendors on that particular feature.

Consider that in the last few months Microsoft has increased OneDrive for Business storage from 25GB to 1 TB in its EFSS offering, that other large providers like EMC Syncplicity offer customers more storage than they could ever use, and that still others like IBM and Salesforce have abundant resources at their disposal.

Contrast that with Egnyte’s rates.

And though some vendors who are EFSS pure-plays like Dropbox feel some heat from the aforementioned providers, they have no plans to offer their services for less.

“We’re not cutting prices right now,” Drew Houston, CEO of Dropbox told Re/code’s Liz Gannes and Walt Mossberg at the inaugural Code Conference last month in Rancho Palos Verdes, Calif.

But cost is not Egnyte’s only motivation.

“We decided to make this move as of a result of need for scale out storage,” said Jain. “We were also looking to reduce the capex, and most importantly get the data closest to the edge. We are able (via Google) to scale and grow much more efficiently and cost effectively.”

EFSS Ain’t About Storage Anyway

And while letting a third party store your customer's precious files may seem risky (either for your customers, your business, or both), the reality is that storage -- whether cloud-based or not -- is not where the best EFSS providers add value.

The mobile experience, the UI, the ease of collaboration, the number and availability of quality apps and such are key.

We believe EFSS has to start with the end user because if you can't exceed their requirements, they will gravitate to consumer-grade tools that make the company less secure,” said General Manager of EMC Syncplicity, Jeetu Patel. “So, Syncplicity invests heavily in innovative ways for users to sync, access, share, and protect files across all of their devices while providing IT the security and storage choice they need.”