Google Spreadsheet: A Disruptive Part Of A Saturation Attack on Microsoft
In all the Google Spreadsheet hype, two posts I read really summed up what I think is really going on.
Jennifer Rice of Mantra Brand Consulting points out that GS is a classic disruptive technology–a good enough product that doesn’t appear to threaten the leader, but serves a particular market that the leader has chosen to ignore (in this case, the 99% of people who DON’T use all of Excel’s functionality).
Meanwhile, Yaron Galai points out that Google’s strategy with Microsoft has been to employ the saturation missile attack. Most companies can fend of attacks from a single direction, just as most ships can fend off a single missile. But when you overwhelm point defense systems with a flood of missiles, some are bound to get through. More to the point, while Microsoft is fending off Google’s assaults on Office, it’s distracted from attaching Google’s franchise in advertising.