For the last five years, IBM has strived to reinvent itself as a cloud computing and cognitive platform company to support its large enterprise clients as they shift their operations online, including many in travel and transportation. With most large companies today evolving into digital companies, cloud computing is a booming marketplace for the big four industry providers: IBM, Microsoft, Google, and Amazon. Google, for example, stated that cloud could overtake advertising revenue in five years. Travel companies like Etihad and Lufthansa are helping drive IBM's cloud sales. The UAE carrier signed a 700 million IT deal with IBM last October, while Germany's national airline invested 1.25 billion in Big Blue in November 2014 to integrate cloud computing.