FT.com | Tech Blog | Taking aim at Microsoft’s cash cow

FT.com | Tech Blog | Taking aim at Microsoft’s cash cow

Taking aim at Microsoft’s cash cow

Google’s anti-Microsoft strategy continues to unfold. Today brings news that its online Docs applications will soon step beyond the Web and onto the desktop. (This is accomplished with the Google Gears browser plug-in, which lets you access internet applications while offline by using the hard drive as a cache - a company representative offered to “whitelist” me so I can start using it today, but the less privileged among you will have to wait until this feature becomes generally available over “the next few weeks.”)

Google likes to cloak its new product features in uplifting rhetoric: the company only looks to delight its users, it isn’t motivated by the sort of competitive strategy that other companies employ, and so on. But the evolution of Docs has always looked like a very deliberate plan hatched with its Redmond rival in mind.

Early on, CEO Eric Schmidt talked down the capabilities of Docs as a rival for Office: the main attraction was the ability to share documents, spreadsheets and other files over the Web, and anyway browser-based apps were very poor relations of their desktop cousins.

Then, nearly a year ago, the tune changed. Having rounded out Docs into an Office-like suite of apps, Google said it was adding “applications” to its corporate mission statement (alongside search and advertising.) For good measure, Schmidt said that online apps were starting to become a real alternative to desktop software since browser technology had advanced far faster than he had expected (what a surprise!)

Extending Docs offline looks like the next step. Giving users the ability to write, edit or view files while not connected to the Web (any changes are automatically synchronised with the version on Google’s servers once the machine goes online again) removes one of the main disincentives for using Docs.

Google’s leaders have at times given tell-tale hints about the real strategy here. Last year Mr Schmidt conceded that while many companies might not yet consider adopting Google’s applications, they were still likely to use the threat of switching away from Office as a way to get a better deal out of Microsoft. Thanks to the new offline capabilities, this negotitating leverage is about to get stronger.

March 31st, 2008 in Internet, Software | Permalink