Google has a problem. Well, Google probably has many problems. But in a recent Ars Technica article, Ron Amadeo points out a particular problem: shutting down products frequently is harming the Google brand. Google killing off products is nothing new; some people are still mad about the death of Google Reader nearly six years ago.
Are we reaching an inflection point, though? I don’t know. I lived in fear of Google ending Google Voice, but that managed to survive despite languishing for a long time. But when I saw that T-Mobile offered a service that (somewhat poorly) replaced the Google Voice features I actually used, I switched. With the exception of Reader, none of the product retirements have affected me personally very much. I wanted to like Google+, but it never caught on. I liked iGoogle, but once it went away, I was fine without it.
Even though I haven’t personally been affected too much by Google’s ruthless culling of the portfolio, I’ve found that I’m becoming more likely to consider alternatives to Google services when they exist. Certainly if I were running a business, I would be very wary of relying on any software-as-a-service (SaaS) offering apart from the Gmail/Google Drive core.
I get that Google is trying different things and there’s a lot to be said for cutting off a project (particularly a popular one), when it’s not meeting whatever measure of success you set for it. Doing this in public is even more challenging. I don’t think this will end up causing too much harm to Google, despite mounting dissatisfaction. As long as search (and ads, of course) remain strong, these consumer services exist only as experiments in finding new ways to get ads in front of eyeballs.
What does concern me is Google’s ability to suck the oxygen out of the room. By creating a reliable, easy-to-use product, Google can eliminate the competition. Then when they shut it down, destruction is left in the wake. I’m thinking in particular of the diminished role of RSS after Google Reader’s shutdown and the drop in instant messaging (at least among my friends) after Hangouts removed XMPP support and essentially went on life support.
Neither of these can be entirely attributed to Google. The rise of Facebook as a behemoth helped, too. But the fact that Google weakened the ecosystem made it easier, I’d argue, for Facebook to swoop in and finish the job.
All told, I think Google’s product retirements are a good thing, as dysfunctional as they may be sometimes. They clear the underbrush of product offerings like a forest fire. Some of the strongest survive and the rest is made ready for new life to spring forth.