Google Search Appliance: small step in technology, giant leap in marketing

Added By Adriaan Bloem at 17-Jan-2008 | Twitter: @adriaanbloem |

With every vendor acquisition, and the uncertainty this brings for existing customers, I see self-perceived competitors step in with cut-rate offers to "upgrade" to their technology. But I was still surprised to see Google, in a rather bold move, try to lure some Microsoft and Fast Search & Transfer customers away after the recent announcement that the two would become one.

I remember in a panel discussion I was moderating at cmf2007, Exalead CEO François Bourdoncle mentioned the goal of his company was to create a solution "that allows for quick implementations," but of course, with a nod to his competitors, "we don't say fast." So when an enterprise search vendor does mention "fast," they really do mean "FAST." And when Google introduces the "make a fast switch to Google" program, they really mean to say "make a switch from FAST to Google." To be sure not to miss any opportunity, they offer the same for "customers with a collaboration/portal/cms system in place" which is a pretty good description of Microsoft's SharePoint.

So what would Google have to offer over FAST ESP? Well, of course "continued development of your solution" (the usual direct targeting of customers' main concerns after a merger or acquisition). "Why switch to Google?" the company asks rhetorically, replying that one of the Google Search Appliance advantages is that it "searches all your enterprise content" and "leverages all your existing access control and security mechanisms." As readers of the Enterprise Search Report will know, that's a bit of a stretch, certainly when compared head-to-head in the multi-repository enterprise search scenarios ESP usually competes for.

I hear a faint echo when Google addresses some of the main criticisms of SharePoint, asking "is your vendor's enterprise search strategy clear and sound?" and whether it would add "one more piece to the -already- complex puzzle?" Of course, MOSS Search is not a slam dunk, but compared to the effort it takes to connect an Appliance to SharePoint, I feel Google is hardly in the position to criticize.

Following the links on their website, it is interesting to see how Google's marketing builds upon its own house of cards of previous materials, whereas real progress of the technology has been relatively slow. Google's solutions certainly have their strengths, but you should carefully consider your scenarios before you commit to something that might be rather ill-equipped to deal with your needs. For more details, you can check for yourself in the free excerpt of our Report.

Categories: Adriaan Bloem, Search and Information Access, Marketplace at Large, Selecting Technology, Vendor Viability & Financials, CloudView, FAST ESP, Google Search Appliance, Microsoft Office SharePoint Server 2007, Search Server 2008