Google Rebrands for the Workplace

Grab it, grip it, and go with it. – Google for Work, 2014

Citing a change in how we work during the last 10 years, Google is spinning the marketing channel in an effort to better solicit business users to use its Cloud services and devices. In a blog post announcement penned by Google's Executive Chairman, Eric Schimdt, he defines how the company is changing its Google for Enterprise nomenclature to Google for Work.

But, Google has a long way to go to make the case. Google (and some other service providers) started with the consumer first and then have attempted to rejigger its offerings for business users. The consumer mindset has seeped into business with BYOD, Cloud storage, and other services. Alternatively, Microsoft, HP, and others started with business and are now trying to retrofit consumer services. It'll be interesting to see which angle works best, but Google's attempt to pry businesses away from comfortable, steady, and reliable services seems like taking a day's jaunt to the carnival. It's great to visit once a year or so, but you wouldn't want to live there.

Google admits that it is trying to MacGyver its consumer technology so that it looks capable of supporting the business. A renaming is a start, but there has to be much, much more to back it up. The company has had fits and starts and some success, and through it, I'm sure much has been learned.

Part of the reason for the name change, is that Google believes the word "Enterprise" can be confusing, suggesting that it only offers its services to large organizations. Its Enterprise business is not strong and has only found successes in smaller companies. And, maybe that's where Google will always be successful, and a good reason why the name change makes more sense, since the word "work" still has a sort of consumer connotation.

What do you believe Google needs to do to win over businesses in a big way?