Google Embraces SMBs—or Does It?
For the longest time, when it came to Google and its massive reach, SMBs were feeling a little left out in the cold. Individual Web surfers and enterprise businesses seemed to grab all of the Internet behemoth’s attention.
That recently began to change, however, with Google’s announcement in June that it had signed a deal with Ingram Micro Inc. for U.S. distribution of its two search appliance offerings: the Google Mini and the Google Search Appliance (GSA).
“The SMB space has traditionally been a space not very well served by enterprise search. We’re changing that with our Google Mini product,” says Rodrigo Vaca, Google Enterprise’s channel marketing manager. “We understand it’s not only about the initial price, but also the ease of setup, maintenance, and most importantly about the value it brings to SMBs. We will continue to work closely with our partners to make sure that SMBs are leveraging our products to their full extent.”
The openings for partners in the channel are numerous, according to Vaca. “For example, there are opportunities for independent software vendors around connectors, security tools, OneBoxes, etc.,” he explains. “There are also opportunities for services/solution providers in adapting our products to a particular customer environment.” In addition, he says Google is seeking partners who are willing to participate in a traditional resale model, in which “the customer might be self-sufficient and just wants someone to help them make a decision or provide basic services around the product.”
One area in which channel partners can definitely improve on Google’s track record is in support, according to Nilofer Merchant, CEO and principal of Los Altos, Calif.-based Rubicon Consulting Inc., a technology con sulting firm. “Google has built a company based on ‘no touch,’ and thus represents a 1-800-NO-SUPPORT model,” Merchant says. “SMBs, like many smaller markets, need some hand holding. And that support gap presents a great opportunity for the channel to come in and make sure the full solution is complete.”
For Merchant, it is too early to tell how well Google will engage the SMB channel. “I give Google props for even signing the Ingram deal, but, as all channel-savvy people know, that’s only the first step in a 1,000- mile walk. They need to complete the security and scalability issues of their products, while building a business proposition that makes channel partners build a business opportunity around them,” she says. “It’s unlike anything they’ve done so far. And we’ve all seen countless great vendors say they were embracing the channel only to turn out to not get it. So time will tell.”
Whit Andrews, a senior analyst and research vice president with IT analyst firm Gartner Inc., is optimistic about what the future could hold for Google and the SMB channel. “I expect that Google’s foray into this market will be intense. I can’t see them reducing their effort anytime in the next five years,” he says. “They will continue aggressively in this market. This is an enormous long-term opportunity for them.”
—Liz Garone
