Google Apps Marketplace

According to Google, over the last three years more than 2 million businesses began using Google Apps. With the unveiling of the Google Apps Marketplace, one can only expect this rate to increase at an increasing rate. Simple configuration and low maintenance has made Google Apps an excellent choice for startup businesses entering the market. In addition to the existing drivers for moving business processes into the cloud, the Google Apps Marketplace makes it possible for businesses to move their existing operations into the cloud without losing the functionality of their beloved (and most likely outdated and costly-to-maintain) desktop applications.

In conjunction with the recently released Google Apps Migration for Microsoft® Exchange, Google Apps is becoming a very appealing platform for existing enterprise and governments alike. IT admins are going to have to come up with really good reasons to present to their CTOs to justify staying away from the cloud.

What is Google Apps Marketplace? Google Apps Marketplace enables developers to market their cloud applications that integrate with Google Apps platform. Businesses already using Google Apps can browse the marketplace and find cloud applications that can enable the business to do something new or replace an existing desktop application. The third-party cloud apps can then be installed by an admin to a Google Apps domain in a couple of clicks. The admin goes through three steps: 1) Agreeing to Terms of Service provided by the third-party vendor, 2) Granting access to necessary data, 3) Enabling the app.

Immediately after, the third-party application integrates seamlessly into your Google Apps — the control panel appears for the admins and the end-users see the new application within their Google Apps accounts. All third-party apps rely on existing authentication — eliminating the need for employees to have multiple logins for multiple systems and use the same data store for contacts, emails, and documents. Everything is stored in one place.

What can third-party apps do? Even with the marketplace in it’s nascence, Google has clearly worked with vendors to make sure that from the very beginning, an excellent array of free and for-pay third-party apps is available.

For example, OffiSync, once installed on Google Apps along with an add-in for MS Office (2003/2007/2010) enables integration between the desktop MS Office applications and the Google’s Docs platform. This makes it easy for users to work in their familiar (and often more functional) desktop Office application while saving their documents directly to the cloud with a single-click. A big plus is that saving documents directly to the cloud unlocks collaboration and sharing features otherwise unavailable on documents saved locally.

Other examples include apps that enable ‘shared contacts’ directories, team collaboration tools, cloud telephony, CRMs, media sharing suites and so on. The full-offering of the installable apps can be browsed in the Google Apps Marketplace.

What is the impact of the new Google Apps Marketplace? The Google Apps Marketplace makes it easy for businesses to create a tightly integrated set of applications accessible from anywhere using a single logon. For many businesses, Google Apps can virtually eliminate the need for inefficient processes such as syncing (passwords, documents, databases entries) amongst incompatible software packages while simultaneously wrestling to keep the syncs operational when individual packages are updated to newer versions. Google Apps Marketplace allows businesses to design their solutions using third-party apps (which can be thought of as ‘modules’ for the Google Apps platform) without creating additional points of failure and encountering integration issues. All this while maintaining high level of fluidity between various apps and a consistent look-and-feel across the board.

Google Apps has always been a cost-effective alternative to Microsoft Exchange, Novell GroupWise and Lotus software for email, chat, and document sharing. With the addition of the Marketplace, the Google Apps platform is improving in its weaker areas such as interoperability and availability of third-party addons. The Google Apps Marketplace enables supply-and-demand forces to promote innovation that is extending the Google Apps featureset beyond it’s core and making it an even more appealing platform for businesses and organizations that are open to moving their operations into the cloud.

Google Buzz, Google's latest attempt at social media.

Is Google Buzz yet another social media site to visit? Is it really revolutionary enough to challenge the social networking ‘default’ of Facebook and the microblogging ‘default’ of Twitter? Many are asking this very question.

While Google Buzz is not revolutionary social media platform, it is different enough and good enough at what it does to challenge Facebook and Twitter in their respective strengths. For one, Buzz does what ‘the best of Facebook’ does and the ‘best of Twitter’ does and it does it better. Buzz is an open platform with a well-documented set of APIs that allow other services to seamlessly connect up and contribute information. Google Buzz plays nice with the industry leading social media standards which.

Why then doesn’t Google Buzz connect to Facebook? The answer is simple — that isn’t the game that Facebook wants to play. Facebook has a very restrictive API that makes it difficult or impossible to extract useful information. Facebook’s current strategy for user retention is to make it inconvenient for users to move their information — rather than to give users new innovative features to keep users put.

But does Google Buzz have any answers to one of the more pressing challenges of social media — the signal-to-noise ratio (SNR) — the excess amount of ‘useless’ information overcrowding the ‘useful’ information? Maybe not right away, but I think Google has a much better shot at providing us with the answer than anyone else in the business.  Google knows a ton about how to show users what they want to see. They are arguably the world-leader in targeted information delivery. Be it Google Search, AdSense/AdWords, Google News, or GMail spam filtering — they have the expertise to tackle the SNR problem. Before Google, people accepted that they had to look through a couple of pages of search results on Altavista or Ask before finding what they were looking for. Nobody complained until Google came along and said “We can do better”.

Google Buzz is not just Twitter on steroids. Google Buzz is much more than a 140-character-at-a-time microblogging platform. Google Buzz is a rich media platform. It integrates beautifully with Google-owned YouTube and Picasa and leaves the door open for other services to follow suit. Buzz also does this really well. Adding a link to the post quickly fetches the page description and the images that can be added to the post in a matter of seconds.

All in all, Google Buzz has not reinvented the wheel, but doesn’t mean it’s doomed for failure. The fact that people don’t see the product as radically different is actually a plus. I believe that if the mainstream views Google Buzz as ‘not that different from Facebook or Twitter’ it’s going to encourage more people to give it a try, even if they aren’t all that displeased with their current social media setup.

Unlike Facebook, Google Buzz is very tidy and clean, and very fast. People will appreciate the lack of advertising and absence of annoying so-called ‘apps’ and tight integration with GMail. Google Buzz may evolve into a social media aggregator — making it the go-to-place for catching up on the ‘buzz’ from all of your social media sites.