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Microsoft announced today that it plans to hold an event for media and analysts on Oct. 20 in San Francisco to discuss the company’s future plans for its cloud services. The briefing is being billed as a discussion of Microsoft’s plans for business users, as well as a showcase of how Microsoft Azure differs from Amazon Web Services and Google Cloud Plaform. CEO Satya Nadella will be there presenting, along with Scott Guthrie, the company’s Executive Vice President of Cloud and Enterprise.

The timing of the event seems hardly surprising. Last week, Microsoft unveiled Windows 10, an update to its desktop operating system designed to appeal to enterprise users, and this event carries with it the same focus on businesses.

What’s more, the announcement is positioned to come out ahead of major events from Microsoft’s competitors. Google will be holding its second Cloud Platform Live event on Nov. 4, while Amazon’s big AWS Re:invent conference will take place on the week of Nov. 11.

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