Google’s Missteps

By Jeremy Wagstaff

This one needed some correcting, for which apologies, and also, unsurprisingly, attracted some opprobrium. It’s Google Notebook, not Notes, and Jaiku’s founders are Finnish, not Swedish.

I’m a big fan of Google. A big fan. But I’ve finally realized what its problem is. It doesn’t know what the hell it’s doing.

Take its recent decision to close something called Google Wave.

Google Wave was introduced to much fanfare back in May 2009. I can’t really describe what it is, but I can tell you what Google called it. Email killer, a new version of the web, etc etc. “Wave is what email would look like if it were invented today,” said one of its creators.

Then, a few weeks back, they killed it. CEO Eric Schmidt said: “We liked the (user interface) and we liked a lot of the new features in it,” he was quoted as saying,  “(but) didn’t get enough traction, so we are taking those technologies and applying them to new technologies that are not announced.”

Schmidt explained Google’s policy like this: “Our policy is we try things. We celebrate our failures. This is a company where it is absolutely OK to try something that is very hard, have it not be successful, take the learning and apply it to something new.”

The point is not that Wave was rubbish. Or great. It’s that we never really got to try it out. When Schmidt says that “we tend to sort of release them and then see what happens” he’s telling the truth. Only it’s not really something he should be too proud about.

Quite a few of us worked quite hard to make Wave part of our lives. Not many of us, admittedly, but enough. Enough to be somewhat peeved to find it’s not going to be around much longer.

This isn’t the first time Google has done this. Google Notes Notebook was a way to collect snippets from the web and save them in the browser. Great, but Google killed that one off. They bought and killed off something called Jaiku, a better-than-Twitter service developed by some guys in Sweden Finland (thanks, Gabe,Adewale Oshineye and others). Of course, like Wave, they don’t actually shoot these things dead, they just go to some weird twilight zone where new people can’t sign up and existing users look kinda passé.

Like people who overstay a party that never really took off.

Who’s going to continue using a product that could disappear at any minute?

This, arguably, is fine when you’re not actually paying for the product. Well, not directly. But what happens when you shell out $500 for it?

That’s what happened when fools bought into Google’s foray into the cellphone world with their fancy Nexus One phone. What it called the Superphone, with plans to make lots more. “Imagine a thousand gphones!” said Schmidt

So people went out and bought it and yay! less than a year later Google closes down the online store where you can buy the thing and then, a few weeks after that, said that it’s not making any more phones.

Of course, Mr. Schmidt put a positive spin on it all.

But it’s not good enough.

I was one of those people who bought the phone because I love Google’s email service, its photo service, its online documents service, its RSS reader, its chat program, its maps. Its search engine. Pretty much everything it puts out. And I thought to myself: all this in a phone, made by the same guys, it’ll be heaven!

Only it wasn’t. The phone is good, but not great. I still use it, but my hope was that Google would be serious about all its products and pulling them together into one seamless service.

Never happened. And now, clearly, never will. Yes, Google make the operating system—the Android OS—so they still have a dog in the fight, but clearly they’ve decided that spending more time on the cellphone thing isn’t worth it for them.

Now these are the gripes of someone who feels a bit like a mug. But they’re also the ramblings of someone who feels there’s a fundamental problem with Google’s approach to the post-search world.

They don’t seem to get it. Buzz, their version of Twitter, is awful. It ignores the fundamentals of the service: it’s personal while also being impersonal, it’s chatty while at the same time having to be succinct. It’s not the same as email, and the people we share tweets with are not, necessarily, the people we email. So putting it together with Gmail was dumb.

Google has got to tread carefully. It’s not really had a hit for a while—since Gmail, probably, back in 2004. Yes, its Google Docs are good, but they’re not taking over the world. And the things they thought might take over the world—such as Wave—are poorly thought out, poorly promoted, poorly supported, and killed off with an insouciance that doesn’t only upset those people like me who took time and effort to build them into our workflow. It’ll also upset two other key groups: business users and investors.

No business user is going to start playing around with a Google product thinking it might be good for their company, because who knows when Mr.. Schmidt is going to pull out his hunting knife? And investors? Well, we’ve seen plenty of tech behemoths who were one- or two-hit wonders.

It’s not time up yet for Google. They’ve just launched a sort of phone service that could be a Skype killer, but who’s going to ditch Skype in their office for something that might not be around in a year’s time? They not only need to come up with good new products. They need to find ways to convince their users they’re not just playthings, given and taken back on a whim.

26. August 2010 by jeremy
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