Following the launch of Azure for business, Microsoft has spent the last three years chasing AWS. Ever the bridesmaid, coming in a consistent second place, the software giant works diligently to flip the script and take over the top spot.

Microsoft’s first move: new data centers in the UK, which will allow it to capitalize on its biggest strength—customer/partner service. Adding global data centers also bodes well for security, and increases the possibility of new cloud customers.

New data centers in the UK will keep data geographically closer, which increases consumer trust. The additions also “cuts latency time and makes it simpler to demonstrate compliance with laws and regulations,” according to reports. The UK focus also creates a global system that makes Microsoft more desirable or, as Gartner suggests, a more suitable competitor in the cloud.

Microsoft has a long history of delivering quality products and services that place security and reliability at the top of their priority list. AWS has the advantage, however, and wins major popularity points in pricing and overall compatibility.

So can Microsoft replace AWS as the customers’ preference? It’s not impossible, but in order for Microsoft to have a fighting chance, it will have to stop playing defense and come up with a strong offensive strategy.