Why is AWS losing market share to Microsoft and Google? Probably because cloud cost optimisation and shift towards new type of workloads is hitting the biggest player the most.
Around 40-50% of AWS revenue comes from EC2, the most basic compute offering. This is a higher share than for Azure and GCP. Computing is the easiest cost to optimize, therefore hurting AWS the most. Google Cloud with focus on Data/AI has been consistently taking the market share from AWS/Azure and will soon have 20% of the Cloud market.
Platform lock-in : A special flavor of product lock-in is being locked into a platform, especially cloud platforms. Such platforms not only run your applications, but they may also hold your user accounts and associated access rights, security policies, infrastructure segmentations and many more aspects. They also provide application-level
Version lock-in : Besides being locked into a product, you may even be locked into a specific version. Version upgrades can be costly if they break existing customizations and extensions you have built (SAP, anyone?). Other version upgrades essentially require you to rewrite your application - AngularJS vs. Angular 2 comes to mind. To make matters