12-Google versus Microsoft in the Office
Google has entered Microsoft’s most treasured domain, the office suite. Google offers its Apps for free. Using these Apps, a consumer may prepare basic reports and spreadsheets. Google claims two advantages over Microsoft with its Apps product: it operates on the internet, and it is free or very inexpensive in its premium version. So, what might be the outlook be for both Google and Microsoft?
Microsoft has to worry, but not too much at this stage of the game. Over the last few years, we have analyzed several hundred low-end competitors entering a market against an established industry leader. We found that there are four types of low-end competitors. Google is what we call a Stripper product. It offers less functionality and features for a much lower price. These Stripper products rarely achieve market shares greater than 15%, and often much less. Generally, the savings that the consumer sees in the price of the product comes at the expense of product features and reliability that most consumers do not want to give up. So, assuming Microsoft stands still, Google may get a small market share, but probably not enough to really damage Microsoft.
Of course, Microsoft is unlikely to stand still. It has the ability to put its services online just as does Google. The response to a low-end competitor, though, depends on the specific circumstances of each industry. We found that companies, like Microsoft, need to ask themselves a number of questions in sequence to arrive at the best answer for a low-end competitor.
Of course, Google is unlikely to stand pat either. If Google finds a way to make money with its business model, it is likely to invest most of its profits in improving its product to become a true competitor for Microsoft. This has happened in many industries where low-end competitors achieve a foothold in the marketplace. The motorcycle industry in the 1970s is one example that comes to mind, where Honda became a world class competitor by starting at the low-end of the marketplace and working its way up the market.
One thing to watch over the next year or two is whether any large companies adopt the Google Apps product. Google claims several large companies are testing its service. If these tests prove successful for Google, then Microsoft’s challenge is considerably greater because Google will have the resources to upgrade its product sooner rather than later.
Google succeeded remarkably well. Statista reported in May 2021 that Microsoft’s Office 365 controlled around 47 percent of the market share for major office suite technologies worldwide. Google’s office suite, the other major competitor in the market recently lost the share lead to Office 365. Both serve thousands of businesses. In the 2022 US market, Google’s G Suite leads the market with 59% share, office 365 follows at 40%
In late 2021, Versus found that Google Workspace starts at $6 per user, per month and Microsoft 365 starts at $5 per user, per month. However, the two base plans are not totally comparable for those looking for business email, since the lowest-tier Microsoft plan doesn’t include Outlook.
In higher-tier plans, Google Workspace remains the best value with a lower price for comparable apps, plus it offers double the storage. A Google Workspace plan does not require an annual contract, whereas Microsoft’s subscriptions are only billed on an annual basis.
This superb success of Google in Microsoft’s backyard is more a reflection of Microsoft’s failure than it is of Google’s success. Google started with a lesser product at very low pricing. It clearly had far less economies of scale than had Microsoft in the space. Google used its low pricing to gain a great deal of market share and achieve economies of scale as good as or better than Microsoft in the office suite space. Google then used the profits from its increasing market share to develop an excellent product, one easily capable of matching up with Microsoft. Microsoft had to allow this low pricing strategy to succeed. Had Microsoft responded aggressively with its own low pricing and Price Leader product, Google never could have achieved the success it has realized over the last few years.
THE SOURCES OF STRATEGYSTREET.COM: For over 30 years we observed the evolution of more than 100 industries, many hostile. We put their facts into frameworks applicable to all industries and found patterns. Strategystreet.com describes the inductive results of these thousands of observations and their patterns.
HOW CAN THESE BLOGS HELP ME?
If you face a competitive marketplace, read these blogs. We wrote them to help you make better decisions on segments, products, prices and costs based on the experience of companies in over 85 competitive industries. Much of the world suffered a severe recession from 2008 to 2011. During that time, we wrote more than 270 blogs using publicly available information and our Strategystreet system to project what would happen in various companies and industries who were living in those hostile environments. In 2022, we updated each of these blogs to describe what later took place. You can use these updated blogs to see how the Strategystreet system works and how it can lead you to better decisions.