May 27, 2010

3 Mistakes of Google's Life - Part 1

Hi Friends,

Google is one of the most innovative company I have ever seen. They start new services and generate new products which are unique and best in the market. 

The best part of Google is - They are never afraid to venture in new areas and they always redefine the word "Innovation". Google implement new business model in the unique way which is totally aligned to the customer requirements.

Best part of Google:
  • They think from end user perspective.
  • Google thinks about 5 years in advance. ( I am saying this because google recently got patent for location based advertisement. The application for the patent was filed in 2005. This shows that they think every service from future perspective.)
But one thing I should admit that they have come across a lot of failed business models and they are trying hard to come over it. The only thing that stops Google in achieving this is their failed business models in few of their products.

Two Products which I would like to discuss today in this blog.

       1. Google Phone - Nexus One

Google hyped about the phone in spring 2007. It took around one and a half year for Google to create a phone. Google launched nexus one on Jan 04 2010. It was a great time to launch smart phone. Smartphone market was booming and at the same time, android was also on the peak. But there was some problem in the business model which google approached to market their phone.
  • Online Selling Only : Google took this approach to sell their phone online without using any kind of store. This was the major setback from the customer's perspective. There was a lukewarm response in the booking process. The reason is customer are much comfortable with computers and ipods, but when it comes to mobile, they want to touch and feel it before purchasing it.
  • Lack of Marketing : This was another shot in the arm of Google. Google missed to advertise their phone. This was accepted but along with that, they missed the various channels of marketing. There was no viral marketing of the product before the launch which was a major setback.
  • Initial Reviews: Google kept mum on the initial bad reviews of the phone. Instead of taking actions on improvements, they were just waiting for the user to accept without their assurance. This created more rave reviews and they slumped more in gathering market share.
  • Technical Support and Customer Service: Google missed this thing by a great margin. They followed the website and online support in case of phone. F.A.Q support will not help in case of phone selling, Google should have understood it. But they did not know that phone selling needs good customer care support and other technical services. I guess Google should rethink their service and support approach if they want to improve.
There are lot of other reasons also, but if Google would have focused on these things, they would not have faced the shame.

I can only wish one thing. Google should learn from its past mistakes and should not repeat the thing when they launch Google Tablet or Google Chrome OS.

        2. Google Wave:

One more classic product from Google. It was one of the most hyped product from Google and it was creating lot of waves in the year 2009. It was the most awaited product from Google in 2009. People kept their fingers crossed for the launch of the product. But when the product launched, it was the disappointment.

People started wondering what is the product all about. It was no way related to their use and it was not able to meet their expectations.

Reasons for the failure of Google Wave:

  • More Futuristic Thinking: When you are targeting a product to the whole world, you should think of billion people who lacks advanced computer knowledge like the people from Google Labs. :) Google thought of things which are far from normal Internet user's understanding. 
  • Privacy Policy Analysis: The worst part of Google Wave was privacy policy. The wave created is always public and anyone can join anybody in the personal wave. Google should have learnt from the issues which were burning around facebook and twitter.
  • Lack of Applications: Wave had very very limited amount of applications which restricted the user to try and analyze the wave as a product.
  • Creating a requirement for the customer: Any product, it you want to market, there should be a way to market. To achieve this, there should be a need from the customer for that kind of product. Google did not analyzed the market and assumed things and launched the product. This was the setback for them.
Google is known to learn from its past mistakes but I guess they repeated the same thing in another product which was in pipeline.


Thats all for this part friends, few of the other products which added feather to Google will be included in the next part.

Till then, Keep reading my blog.


Twitter - @HardikUpadhyay

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