Google Dings MSFT: Marketing Motivated by Opportunism
May 21, 2024
This essay is the work of a dinobaby. Unlike some folks, no smart software improved my native ineptness.
While not as exciting as Jake Paul versus Mike Tyson, but the dust up is interesting. The developments leading up to this report about Google criticizing Microsoft’s security methods have a bit of history:
- Microsoft embraced OpenAI, Mistral, and other smart software because regulators are in meetings about regulating
- Google learned that after tire kicking, Apple found OpenAI (Microsoft’s pal) more suitable to the now innovation challenged iPhone. Google became a wallflower, a cute one, but a wallflower nevertheless
- Google faces trouble on three fronts: [a] Its own management of technology and its human resources; [b] threats to its online advertising and brokering business; and [c] challenges in cost control. (Employees get fired, and CFOs leave for a reason.)
Google is not a marketing outfit nor is it one that automatically evokes images associated with trust, data privacy, and people sensitivity. Google seized an opportunity to improve Web search. When forced to monetize, the company found inspiration in the online advertising “pay to play” ideas of Yahoo (Overture and GoTo). There was a legal dust up and Google paid up for that Eureka! moment. Then Google rode the demand for matching ads to queries. After 25 years, Google remains dependent on its semi-automated ad business. Now that business must be supplemented with enterprise cloud revenue.
Two white collar victims of legal witch hunts discuss “trust”. Good enough, MSFT Copilot.
How does the company market while the Red Alert klaxon blares into the cubicles, Google Meet sessions, and the Foosball game areas.?
The information in “Google Attacks Microsoft Cyber Failures in Effort to Steal Customers.” I wonder if Foundem and the French taxation authority might find the Google bandying about the word “steal”? I don’t know the answer to this question. The title indicates that Microsoft’s security woes, recently publicized by the US government, provide a marketing opportunity.
The article reports Google’s grand idea this way:
Government agencies that switch 500 or more users to Google Workspace Enterprise Plus for three years will get one year free and be eligible for a “significant discount” for the rest of the contract, said Andy Wen, the senior director of product management for Workspace. The Alphabet Inc. division is offering 18 months free to corporate customers that sign a three-year contract, a hefty discount after that and incident response services from Google’s Mandiant security business. All customers will receive free consulting services to help them make the switch.
The idea that Google is marketing is an interesting one. Like Telegram, Google has not been a long-time advocate of Madison Avenue advertising, marketing, and salesmanship. I was once retained by a US government agency to make a phone call to one of my “interaction points” at Google so that the director of the agency could ask a question about the quite pricey row of yellow Google Search Appliances. I made the call and obtained the required information. I also got paid. That’s some marketing in my opinion. An old person from rural Kentucky intermediating between a senior government official and a manager in one of Google’s mind boggling puzzle palace.
I want to point out that Google’s assertions about security may be overstated. One recent example is the Register’s report “Google Cloud Shows It Can Break Things for Lots of Customers – Not Just One at a Time.” Is this a security issue? My hunch is that whenever something breaks, security becomes an issue. Why? Rushed fixes may introduce additional vulnerabilities on top of the “good enough” engineering approach implemented by many high-flying, boastful, high-technology outfits. The Register says:
In the week after its astounding deletion of Australian pension fund UniSuper’s entire account, you might think Google Cloud would be on its very best behavior. Nope.
So what? When one operates at Google scale, the “what” is little more than users of 33 Google Cloud services were needful of some of that YouTube TV Zen moment stuff.
My reaction is that these giant outfits which are making clear that single points of failure are the norm in today’s online environment may not do the “fail over” or “graceful recovery” processes with the elegance of Mikhail Baryshnikov’s tuning point solo move. Google is obviously still struggling with the after effects of Microsoft’s OpenAI announcement and the flops like the Sundar & Prabhakar Comedy Show in Paris and the “smart software” producing images orthogonal to historical fact.
Online advertising expertise may not correlate with marketing finesse.
Stephen E Arnold, May 21, 2024
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