Goodbye, Google Enterprise; hello, Google for Work


Google is rechristening its Google Enterprise stable of applications: they will now officially be called Google For Work, according to a blog post by Google Chairman Eric Schmidt on Tuesday.


The rationale appears to be that that the line between work and leisure time has been obliterated (no kidding) and that that the tech tools we use to find restaurants or stores or offices (Google Maps) and to communicate with friends or colleagues (Google Mail in many cases) stretch not only across all our devices, but work and personal lives and offices and homes. For better or worse.


As has been discussed several times including here, Google made its bones in web search and its money largely from advertising, but now seems intent on being a force in enterprise, er, work accounts as well. Still, there's part of me that sees this rebranding as a tacit acknowledgement that while Google Apps/Gmail etc. have made great inroads in startups and other small and medium sized companies (SMBs) they still face a battle wresting big, enterprise-y accounts from the clutches of Microsoft Office (and Offiee 365) juggernauts. I'm betting that Google would not agree, but there you have it.


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