Opinion: Google Misses The Channel Mark

The deal with distribution giant Ingram Micro opens the door for solution providers to sell Google's Search Appliance and the Google Mini Appliance.

Google isn't providing details of exactly what kind of investment it is making in the channel or how many solution providers it wants to bring on board. Without those details, it looks like another half-hearted, bric-a-brac channel effort rather than a well-thought-out comprehensive channel strategy aimed at winning the hearts and minds of the channel at large.

Too bad Google isn't going all out with a no-holds-barred channel assault aimed at taking down Microsoft. It happens to have some of the hottest technology assets on the planet, which channel partners could use to bring compelling Web 2.0 functionality to businesses of all sizes.

And remember, it's the small and medium businesses that are the first to take the cutting-edge technology plunge, not enterprises.

What it comes down to is the channel is a sideshow for Google and one it does not want to spend considerable time, money or energy working with to build its business.

Suggestion to supposedly channel savvy Google CEO Eric Schmidt: doesn't it make sense to build a broad and deep set of channel partnerships with technical certifications?

Why not a channel search optimization specialist certification giving VARs the ability to boost their customers' visibility on Google searches? Or a Google desktop business productivity certification so partners can build a business around Google's word processor, spreadsheet and e-mail to take on Microsoft? And why not a certification for Google GPS specialists giving partners the keys to build solutions around Google Maps?

Of course, such a channel effort would mean spending a considerable amount of money and effort working with partners. When you make the lion's share of your sales and profits off search advertising, that's just not a big priority. Note to Microsoft: Google's nascent attempt to build a channel is your biggest competitive advantage. If the Google brain trust ever wakes up, you guys at Microsoft are going to be Netscaped. Remember, how you used Free to kill Netscape? Well Google has the same model. Only they don't have a channel to make it happen.

NEXT: Ingram could make the difference