Google Goes for the Microsoft Crown Jewels
August 4, 2009
The world of online commentary has a busy vacation day. Leave those kiddies at the beach. Write about Google’s billboards. You can see examples at PCWorld in a story titled “Google Billboard Ads Gun for Microsoft and Promote Google Apps”. My newsreader overflows with analyses of Google’s direct and quick response to the Microsoft Yahoo tie up.
The only problem is that most of the Columbia and Missouri journalism school graduates have not told me how long it took Google to get “going” with its new campaign.
Remember Google’s response to eBay’s purchase of StumbleUpon? That was quick as well and made clear that Google can move quickly or it plans ahead and stockpiles digital marketing armaments. When the need arises, the keys are turned in Google’s command center and the launch is underway.
A better question is, “What other marketing gear has Google sitting in its warehouse?” Or, “How will Google escalate if Microsoft repels the attack?” Speculation along the lines of “what if” or military games is interesting but, in my opinion, not too useful.
Google has had Microsoft as a target for a long time, based on my research. Google’s engineers and marketers have been laboring away for the day when the Redmond giant crossed the digital Rubicon. That step was taken with the Microsoft Yahoo tie up for Web search and advertising. Caesar had a good thing going until his best pals killed him.
Microsoft and Google represent two different business models. Which will win? My money is on the outfit that delivers the best bang for the buck. The best technology may not be the deciding factor. The smartest engineers may not be the key to success. My hunch is that the war will be decided by economic factors.
An army marches on its stomach. In the digital squabble that has officially escalated, the winner will be the company with the ability to slash prices, offer free services, and a way out of the financial rat holes many organizations now find themselves in.
Check our Postini’s deals for email archiving. That is one indication of how Google will play the game. Then ask about Microsoft SharePoint deals that include enterprise search. Microsoft bundles offer an insight into how that company will operate.
The winners in this battle, in my opinion, will be the customers who can shake free of some of the price brutalization that characterizes enterprise software. If this scenario is correct, the collateral damage will be extensive, affecting some of the present leaders in enterprise software. Dawn or dusk in software? Pick one and reduce your costs.
Stephen Arnold, August 4, 2009
Comments
One Response to “Google Goes for the Microsoft Crown Jewels”
-
- Subscribe to Beyond Search
Feature archive
News archive
-
I was looking for this tie up. Pls both the companies should work united, then only all the things will work smoothly.