For the third time in three years, Google has rebranded its business solutions. As we scramble to update our websites and marketing materials, we can reflect on the change and what it means for our customers and those considering Google Cloud and G Suite solutions.
More than a Reflection of Rapid Change
On the surface, the rebranding of Google for Work as Google Cloud and the renaming of Google Apps for Work to G Suite reflect the rapidly changing cloud computing market. Looking deeper, however, the change reflects some fundamental shifts. G Suite is not just a “for work” platform. Over the past two years, Google has consolidated education, nonprofit, and government environments onto a single platform with their business customers. A single G Suite infrastructure now meets the rigorous security and operational requirements of each market.
The change also reflects a shift from infrastructure and apps to a focus on improving how we work and innovate to build stronger businesses and organizations. The emphasis is no longer on the technical features and functions, but how your organization can work better for better results. This focus will extend beyond the core G Suite applications to include third party applications that integrate with the G Suite and Google Cloud platforms.
New Name; Same Services? Not Really!
Within the marketing flurry is the message that Google Cloud and G Suite are new names for the same great services. This may be the case for now, but looking forward, you can already see two significant trends.
AI Integration: In the G Suite Announcement, Google mentioned intelligent applications and provided a link to a second post titled: G Suite: Intelligent Tools for Teams. Take note: Google intends to embed Artificial Intelligence into the G Suite apps and tools in order to provide a more intuitive, productive, customized experience.
A New Baseline: Google Apps for Work is now G Suite Basic; Google Apps Unlimited is now G Suite Business. This change is as subtle as it is powerful. Where GAU was positioned as an upgrade to the GAFW service, G Suite Business is clearly positioned as the default option, with G Suite Basic positioned as a lower-cost, less functional alternative.
We can predict that we will see more features and capabilities appear in G Suite Business than we do in G Suite Basic (this differentiation is already visible with additional reporting and APIs). This differentiation will lead to a more robust ecosystem with G Suite Business. Third party applications that integrate with G Suite, with access to a richer interface, will offer more capabilities when running with G Suite Business. In short, G Suite Business will offer the greater value to most small and midsize organizations.
Expect to see more announcements about intelligent features being added to G Suite applications. Expect more opportunities to integrate business processes and applications with G Suite — from CRM and customer service to custom line of business applications and systems. Expect G Suite Business to provide greater value as it will further enable application, system, and data integration. Expect new possibilities and opportunities.
Might G Suite Business be right for you? Contact us for a free, no-obligation Cloud Advisor Session.