Google In The Enterprise: Look Past The Brand, Focus On The Apps

"Google Apps," a suite of online productivity applications developed by Google, has remained a curiosity for the majority of business users in Asia Pacific (AP). While mainstream media frequently highlight examples of competitive churns from Microsoft Office, the reality is that the vast majority of switch-outs and trials are short-lived. However, Springboard Research believes that the interest in Google Apps is not so much about Google (as a vendor), or the applications it is delivering today. It is more about the new category of applications that Google is creating that will eventually transform all aspects of enterprise information management as we currently know it.