After the failure of a wannabe Facebook-killer, Buzz and Orkut platform in apparent hiatus, Google seems to have finally found a simple yet potentially deadly effective way to rule the social network business. Or at least to compete with the current ruler on an even footing.
Mashable, among many other sites, reveals the search engine giant’s plans to unify its popular and widely used applications under the common brand, with Picasa becoming Google Photos and Blogger rebranded as Google Blogs. This looks like a first step to amalgamate these two (along with other Google apps) into the recently-announced social network platform, Google+.
Along with a closed beta period (practically serving as a now-classic strategy of invitation-only registration), which is already creating enough, erm, buzz to kickstart the whole operation after the test phase (or feel-like-a-VIP phase) is complete, there seems to be an apparent intention to basically force current users of Picasa and Blogger into joining Google Plus and use it actively – and we’re probably talking large numbers*. This corresponds with the recent small steps, such as an option to merge your Picasa Web Albums into Google Profile (which are now expected to be replaced by Google+ profiles).
Looks like the only thing needed from a general social networking site – apart from a functionality that rivals Facebook’s (which, by the way isn’t anything spectacular when it comes to Google+ features) – is to gather a critical mass of registrations and traffic that will cause a steady flow of users from a dominant platform to a contender. The strategy described above aims mainly, if not solely, at that.
On a side note, someone has obviously missed a good moment to enter the scene while the Facebook hype is in the decline. Diaspora guys, with their app still unable to come out of the alpha, should take notice. Ona a side-side note, I bet institutions such as European Commission WILL take notice of this very… microsoftish move.
*unfortunately, I was unable to find a current information regarding user base

