Google Cloud unveiled a slew of services, a multi-year deal with Keurig Dr Pepper, and a partnership with Orange on 5G, mobile edge computing, and artificial intelligence (AI). All of these moves play into the No. 3 cloud provider’s quest to oust Microsoft Azure from the No. 2 seat.

The new cloud services center around cloud migration and security. They aim to help enterprises move their workloads to Google Cloud and then secure applications and network traffic across their IT environments. Private Service Connect, available in alpha, touches on all of the above.

This new service establishes private connections to Google Cloud services and third-party partner services (such as Snowflake’s cloud-based data warehouse), and customer-owned applications via Google’s network without requiring middleboxes or proxies. It creates service endpoints in consumer virtual private clouds that provide private connectivity and policy enforcement, thus preventing network traffic from being exposed to the public internet.

Additionally, Private Service Connect abstracts the underlying infrastructure for both the teams consuming and delivering services, which makes connecting to and managing services easier. It also allows companies to connect from on-premises data center to cloud service while enforcing security policy so businesses can speed up cloud migrations.

The cloud provider also made available new capabilities for Google Cloud Armor. These include WAF rules, geo-based access controls, a custom rules language, support for CDN Origins servers, and support for hybrid deployment scenarios. Google Cloud Armor is an existing service that protects applications and websites against distributed denial of service (DDoS) and web attacks.

In addition to the new capabilities, Google also rolled out a premium version of the service called Cloud Armor Managed Protection Plus. This subscription service, which is now in beta, is a subscription service that bundles advanced security capabilities and defends against Layer 7 attacks.

And finally, Google Cloud launched the Rapid Assessment & Migration Program (RAMP), which, as the name suggests, enables simpler, faster cloud migration for Google customers and partners.

In addition to the new services, Google announced a couple big customer and partner wins. Keurig Dr Pepper will close two data centers that house more than 1,000 physical servers and migrate to virtual machines (VMs) running on Google Cloud by the end of the year. The $11 billion beverage giant will use Google Cloud’s Live Migration service to ensure minimal disruption for its critical applications like SAP.

And under a new partnership, Orange will build a data analytics and machine-learning platform using Google technologies. The French operator says this will benefit European consumers and businesses by bringing cloud-computing capabilities to the edge of the network, such as in retail and gaming.

“Google has been a long-term partner of Orange and, as Google is eager to invest in Europe — and especially in France — to develop new data centers, this is the perfect time to work on new services and opportunities in French and European markets,” said Orange Chairman and CEO Stéphane Richard in a statement.

Additionally, the companies will develop future edge computing services as 5G networks roll out across Europe. And they will jointly create an Innovation Lab to develop business services based on data and AI within the broader framework of the 5G/edge computing ecosystem.

The partnership with Orange comes as Google Cloud makes a concerted effort to earn more business with mobile network operators as it pushes into the lucrative 5G and mobile edge markets.

“What we’re offering with mobile edge cloud is the ability for a telecommunications company to build a set of virtualized network functions and cloud-native functions for your packet core, for your evolved packet core, and for your radio access network, on top of Google’s cloud,” said Google Cloud CEO Thomas Kurian, during his kickoff keynote at its digital Next 2020 event earlier this month.