Adena:

While it certainly would be in my best interest for GE to be 'the next cool thing' in IT, my sense is that it's not going to happen anytime soon given the current licensing for its use in professional environments.

Sure, we see the trumpeting of cutesy marketing campaigns using GE (BA, Adidas, Fiat), but I can attest from my marketing efforts that GE as an everyday business tool is very much a new concept.

Let me share an anecdote. Recently I pitched a company with an 11-figure market cap and wowed the audience with industry-relevant data, 3-D visualizations, etc. Fine, then the IT guy gets up and introduces himself as the guy "who sends out the emails making sure everyone has the free version of Google Earth removed from their machines." He goes on to explain the paperwork and budget approvals necessary to acquire a licensed 'Pro' version. Short story shorter: the employees' distaste of paperwork and bureaucracy triumphs over the desire for visually immersive geobrowsing. The contradiction is that I'd wager my consulting fees that they would buy GE Enterprise in six months once they saw the widespread utility in their workplace. And let's be clear: this policing of Google Earth on corporate networks is prevalent in the federal sector as well. So for all of Google's wizardry, they seemed to have concocted the opposite of a viral marketing campaign here.

In sum, the $400/seat Pro license seems to be the worst of all worlds: not enough to add significantly to Google's bottom line but an irritating enough obstacle to prevent uptake by organizations for whom money is not a limiting consideration.

All of the above should not be construed as a cry that GE should be free to everyone at all times: Google and their data providers have every right to be compensated for an outstanding product. As matters stand now, the sophistication of the interface stands in stark contrast to the penny-wise/pound-foolish manner in which the product is currently being monetized.


Thanks,

Brian