Google's decision to pull the plug on Wave was hardly surprising. Not only did Wave stumble out of the gate and then never quite get its footing, it violated a core principle of software as a service (SaaS): It's the application, stupid.
If you're going to be in the SaaS business, you need to deliver an application that's attractive, comprehensible, and usable immediately. Not after a horde of developers built a library of interesting widgets. Not after a quasi-beta program in which the product is really in production, but you just choose to call it beta. Not after potential users scratch their heads for days, wondering what the heck this Wave thing is supposed to do, and then sell their equally perplexed colleagues on its purported value. Deliver value now is the cardinal rule of SaaS.
On-Premise Strategy For An On-Demand Application
Wave's product strategy resembled a traditional on-premise strategy, in which you built the platform first, and then added an application to it. In the cloud, the product strategy moves in exactly the opposite direction: application first, then platform. A classic example is the Salesforce portfolio, which started with a highly capable CRM application that was easy to implement. Later came the platform, Force.com, on which customers and partners could build customizations and adjacent applications.
On the heels of some positive court decisions earlier this year, Google today announced that they're changing their keyword bidding policies in Europe to match those already in place in the US, the UK, and elsewhere. Most notably, this means European marketers will now be able to display paid listings to users searching for other companies' trademarks. There's lots of coverage around, including:
Obviously, this isn't great news for brands. That's why Louis Vuitton and others were fighting against these policies in court; they've worked hard to build brand recognition and credibility and to drive the consumer desire that leads to a Web search -- and they feel as if Google is making money by selling those consumers to other marketers at the last moment.
But brands don't always lose. Sometimes those other marketers will be competitors, of course -- but sometimes they'll be the channel partners of the brands being searched for. Sony, for instance, shouldn't have any problem with Amazon.com and other retailers advertising Sony's digital cameras when consumers search for those cameras by name. For the retailers, then, this decision is a win: They have more freedom than before to target in-market buyers, no matter the brand for which they're searching.