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Google Enterprise becomes Google for Work

Google Enterprise becomes Google for Work

Rebranding reflects new emphasis on areas such as file sync/share/storage and infrastructure services

Google Enterprise is no more. Welcome to Google for Work.

It's a straight rebranding that is part of a new emphasis on areas such as file sync/share/storage with Google Drive for Work, and infrastructure services with Google Cloud Platform. All this sits on top of the salient fact that Google now has globally more than five million businesses using Google Apps at work.

Yews, this is Google's big enterprise power play. As you are about to read Google wants to keep on making work better.

You will hear a lot more about this over the next few days but, for now, who better to talk about it than Google executive chairman, Eric Schmidt, who posted the following piece, Introducing Google for Work (the artist formerly known as Enterprise), at 4am (AEST).

Schmidt writes: "Work is where you spend a lot of your time. So we’ve always believed that it should be meaningful—not a daily grind, done in isolation on an old desktop in a sea of cubicles. Even more, we believe that technology should make work better. It should make it easy not just to get things done, but to get things done with people who inspire you, at the times and in the places where you work best, and in a way that lets you make an impact, no matter what your job is, or what industry you’re in.

"Ten years ago, we started bringing Google’s consumer technology—along with the features, controls and services businesses need—to work. We first brought search and then Gmail to businesses. Today we also offer the scale and reliability of Google’s infrastructure to developers with Google Maps and Google Cloud Platform, and have extended into hardware with Android and Chromebooks.

"Along the way we’ve invested in what matters to our customers and partners—security, transparency, compliance and customer support. And our team, the breadth of our offerings, and our commitment to business customers have all increased substantially.

"Work today is very different from 10 years ago. Cloud computing, once a new idea, is abundantly available, and collaboration is possible across offices, cities, countries and continents. Ideas can go from prototype to development to launch in a matter of days.

"Working from a computer, tablet and phone is no longer just a trend—it’s a reality. And millions of companies, large and small, have turned to Google’s products to help them launch, build and transform their businesses, and help their employees work the way they live. In other words, work is already better than it used to be.

But technology for the workplace isn't just about a better way of doing business. It's about empowering anyone, whether they're a developer with an idea in their basement or a baker with a better cupcake or a company with thousands of employees, to have an impact. We never set out to create a traditional “enterprise” business—we wanted to create a new way of doing work.

"So the time has come for our name to catch up with our ambition. As of today, what was called Google Enterprise is now, simply, Google for Work. When we use the tools that make our lives easier—Google Apps, Maps, Search, Chrome, Android, Cloud Platform and more—work gets better. And that’s what we’re working on—the best of Google, now for work."

And, perhaps, you can just feel the earth tremble a little as Microsoft, in particular, and Apple to a lesser degree watch the still growing giant that is Google bear down on them, the word- enterprise - no longer visible on its brawny chest. Instead there is just a four letter - Work - now boldly stamped across its torso. And that could mean much in the play for the business and personal dollar. yes, it's only a rebranding but one wonders what it signals next and, let's face it, it's very clever rebranding.

Google for Work is much sexier than anything currently being offered by Microsoft or Apple - which has recently been making its push for enterprise acceptance, particularly through its partnering with IBM.

Read more: Tablet sales slide 28 per cent as Android overtakes Apple

We are in for interesting times.

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Tags Google for WorkGoogle EnterpriseappsGoogleNetworkingGoogle Cloud Platformcloud computingfile sharing

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