Wave was promoted by Google as the cloud application that was going to be the last nail in the coffin of email. As Google is now placing the last nail in Wave’s coffin, there are reports of a new, far more capable and effective monster application known as Google Me on the horizon. Google Me allegedly does everything right that Wave did wrong, and it is truly the system that will change the way individuals communicate on the web by supplanting the email paradigm forever. We’ve heard it all before, but the few details that have been dribbling out about Me are certainly impressive. If Me lives up to the hype that Wave failed to, how is email marketing going to fare in a Google Me world?
Wave Is Dead, Long Live Me
The recent announcement that Google had swallowed its pride and pulled the plug on the much hyped and completely baffling social-network-slash-collaborative-document hodgepodge that is Google Wave didn’t surprise too many industry pundits. Google’s Wave was supposed to make email as obsolete as IBM Selectrics. But on the way to the email extermination, the Googlesaurus Rex ran into a Cretinaceous extinction event of its own: You needed a Ph.D from Google University just to understand what the heck Wave was, let alone actually do anything with it.
Even Google itself could never really accurately describe it. The cloud-based, multiple-collaborator, threaded-messaging, media sharing, open-social, workgroup-versioning, Wave-extensioning, Brobdingnagian Rube Goldberg machine by way of M. C. Escher was so massively capable that it was effectively functionally inert. There was no end to what you could do with Google Wave, but no beginning either. The vast majority of Wave users were simply flummoxed at how to integrate into their lives this magical, mysterious, wondrous… whatever it was.
Me Could Be Erasebook
In the end, Wave was not so much tsunami as it was pond ripple. But while the Zuckerbergs of the world were laughing heartily at the Jolly Multicolored Giant’s social embarrassment, there were signs that the seismic event was going to happen after all – but it would arrive from an unexpected direction. Google Me has been rumored since Betty White was a sophomore, and it seemed that the tough lessons learned from the crashing of the Wave were going to be optimized and applied in a project that could carry the codename Erasebook.
Wave + Buzz + Profiles + Orkut x Infinity = Me
Google Me is alleged to be the bastard son of Wave with some mixed parentage from Google’s other underperforming social spawns, Buzz, Profiles, and Orkut. In this incarnation, however, the whole is supposed to be far greater than the sum of its parts, or at least so much has been alluded to by the few insiders who have dared to utter its name in public.
Me’s Integration with Android Is Fearsome
If the grapevine proves correct, Google Me will leave a tabula rasa where the social network sphere currently resides. Seamlessly integrating darn near every online function known to homo sapiens – with the possible exception of hacking – Google Me is touted to be all things to all people and thus firmly launches the age where Google owns everything between Mediterranean Avenue and Boardwalk. The one aspect of Me that truly puts the fear of Godoogle into the hearts of any who would blaspheme against the Holy Brinity (editor’s note: Sergey Brin is Google’s cofounder) is the integration with Android, which at last report was selling at the brisk pace of 200,000 units a day. The critical mass the Android market is reaching could place Google Me in a Ruy Lopez Spanish Strategy while the rest of the pack is still trying to place their pawns.
Email marketers should pay close attention to the information seeping out on Me and take it very seriously. If the application is half as capable as it seems to be at this juncture, the flood of adopters is sure to follow. Although email is not likely to vanish from the Earth anytime soon, Me may open some powerful new marketing portals that could very strongly benefit the early participants.