A few weeks ago, Google released a free online calendar that rivaled the day planner functions of Outlook, but was markedly better because it wasn't tied to any one desktop. While next up for Google, many suspect, is an online word processing feature stemming from their acquisition of Writely.

Even though Google signaled its intent to introduce a spreadsheet program in October of last year, after reaching a broad-based agreement with Sun Microsystems; there is no doubt that Microsoft's top execs are watching Google very carefully these days. They are even mimicking Google's strategy of using the Internet to distribute and serve up office software features, instead of relying on the shrink wrapped CDs on your electronic retailer's shelves. Hence the beta test of the completely Macified MS Office 2007. (Even with Tom Skerrit as your host it is plain to see that Microsoft is following Google's model now. Why? Basically, it is because the average consumer is now a little more tech savvy and familiar with torrents and freeware applications - just ask the music industry.)

In a recent Channel 4 interview with Larry Page and CEO Eric Schmidt, Google's front men spoke to the fact that they were not doing nearly enough research and development. It seems to me, just as Microsoft evolved MSN to capture a piece of the ad revenue that has made Google rich (closed at over $390 yesterday), the Mountain View boys "huffed and puffed" and thumbed their noses at Redmond. I can just imagine them collectively saying, "ohhhhh, you think so" as the horde of developers came off their pogo sticks and started writing mirror images of Microsoft's apps. After all, Google doesn't need the revenue from software sales (ad revenue eclipsed that model years ago); instead, I think these Google apps are really just an upstart's display of power against the old beach bully - sort of a Charles Atlas in the back of comic books kind of thing.

However, the lack of the advanced features in the new Google Spreadsheet is certainly a hindrance that will make it impossible for Google to usurp the MS Excel mogul. That said, the program's flexibility and simultaneous sharing functions in a day where entire cities have free wireless (also powered by Google), can benefit many remote users. Users can range from small businesses, which can use this free application to maintain limited book keeping, to telecommuting professionals working within regionally divided workgroups, to a soccer coach scheduling game stats from the field.

But I really don't think that the California boys are actually trying to bring down Redmond's Microsoft, in so much as they are just trying to show that they could make a good fight of it if they had to - maybe now more so than ever because of the looming threat that Microsoft will integrate its adCenter with Office Online; surely that will take a bite out of Google's coffers.

Especially telling of Google's intent to create usable alternatives to Microsoft's proprietary applications is that Google Spreadsheets uses the same file formats as the Excel brand spreadsheet maker. This could conceivably mean that it would be very easy for someone to switch from Excel to Google Spreadsheets. Think that the word processor will be the same?

Moreover, the fact that the spreadsheet software is stored on a Google Server, seems to resolve those numerous memory issues that make working from smaller PDAs and mobile phones such a difficult undertaking. But then again, maybe Google is just taking steps towards fulfilling its mission statement of simply organizing information... right ....

I wonder if this battle of the Tech Titans is starting to get into dangerous grounds. Can these applications eventually become too popular for Google's own sake? There is a lesson to be learned from Google's arch rival Microsoft and their encounters with the Department of Justice. The antitrust case of United States v. Microsoft was a warning to heed for any company that becomes too successful in too many applications, across a broad industry. One has to wonder if Google isn't doomed to repeat this as well - I am sure that Washington is watching this very carefully from their "Net Neutrality battle ramparts".

If anything, Google has proven that the real money for today is in advertising; like Microsoft showed Apple that the real money for yesterday was in software. Who will be the first to integrate ads into these desktop applications will be the much more interesting battle to watch.


Tom Abramowski
Search Marketing Strategist
Enquiro Full Service Search Engine Marketing

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