How do you take territory from an 800-pound gorilla? You don’t – you find a new habitat. This is what Google is trying to do with G Suite, which competes in the same ecosystem – the cloud office market – as Microsoft, the proverbial 800-pound gorilla of productivity. But Google has staked out an adjacent habitat related to “new ways of work” (NWOW) where it is a native and Microsoft is the relative newcomer.
The SWOT on Google G Suite just published and I can tell you it was a fascinating one to put together. For most SWOTs (strength, weakness, opportunity and threat analysis) the strengths and weaknesses are the most important part. But for this one it’s really all about the opportunities and threats. You have a vendor with a dominant hold on the market, but the move to cloud delivery is yielding a rare opportunity for vendors with great ideas about how to restructure the ways that knowledge workers get their jobs done.
Threats loom large of course. The biggest one being that Microsoft is smart and will not be caught by surprise. It knows NWOW is an important new territory and has put enormous resources into making sure it competes strongly there as well.
It should be a fascinating battle, worthy of a blockbuster Hollywood movie. If you are a client, you can read the script today in the form of the document “SWOT: Google G Suite, Worldwide.” If not, you’ll just have to wait for the movie to see who wins.
Get your popcorn ready!
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