Google Play: What Game is Google Playing?

on March 6, 2012
Reading Time: 2 minutes

With the news today that Google is re-branding the Android Market as Google Play, I am forced to wonder what that says about their strategy. Is playing all Google is really focused on? I also wonder if this branding is not more confusing to consumers than the clearer Android Market brand.

I don’t disagree that what they are doing to unify their store per-se is a bad idea. I am only questioning the branding behind it and what having something loosely called “Play” says about Google’s strategy. If nothing else I think it makes it clear that Google with Android is 100% focused on consumers. Something that I somewhat disagree with especially given the BYOD trend within corporate IT. If Google devices, or at least a large percentage of them, are not even options for IT to support than it will preclude consumers who need IT support from buying them. Granted that is not everyone but it is certainly a healthy fraction.

As I stated, unifying the different elements of their store is a good idea. I am just not sold on the branding and whether or not it is more or less confusing to consumers. I thought Android Market made a lot of sense and was clearly differentiated from other stores or services on other platforms.

This also takes Google one step closer to browser based computing paradigms we have been watching. Now that the Google Play is becoming increasingly more browser based as a part of the experience, it opens the door to more hardware agnostic experiences. I can already access my Google music through any browser regardless of my hardware and now books and perhaps in the future apps build for Android may be accessed and perhaps even used in this strategy.

I have often said that in the future we won’t install software or services we will simply access them. Perhaps Google’s strategy with Play is in line with my vision.