Why Google just dumped the 'Enterprise' brand?

‘Enterprise’ is a pass, work has a new meaning now. “Work today is very different from 10 years ago,” that’s what Google Chief Eric Schmidt said in a blogpost while announcing the new name for its division that focused on business customers i.e. ‘Google Enterprise’.

‘Google Enterprise’ has been rebranded as ‘Google for Work’, effective immediately. Ten years after Google started eyeing corporate customers, the search engine giant is doing this renaming in an attempt to get the attention of people bringing their devices to work.
[caption id=“attachment_53526” align=“alignleft” width=“380”]  Image: AFP[/caption]

“We never set out to create a traditional “enterprise” business-we wanted to create a new way of doing work. So the time has come for our name to catch up with our ambition,” Schmidt added.

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“As of today, what was called Google Enterprise is now, simply, Google for Work.”

“When we use the tools that make our lives easier-Google Apps, Maps, Search, Chrome, Android, Cloud Platform and more-work gets better. And that’s what we’re working on the best of Google, now for work,” he noted.

Explaining the move further, Amit Singh, president of Google for Work, at a press briefing in San Francisco, said, “In many ways work itself has changed in the last five years as mobility has come into play. I think Google for Work better reflects the new market environment we’re all working in.”

The company, which makes about 91 percent of its total revenues from advertising, reports its work products make up much of the remaining 9 percent of the revenue.

The shift to Google for Work is also aimed at Google’s small and midsize business customers, many of whom don’t identify with the term “enterprise,” Information Week quoted Rajen Sheth, product manager for Chromebooks and Android as saying. “It’s more than just a name change. It’s a mindset shift. … Every part of the stack is being thrown up and reinvented.”