Even with all this shoddy history, Google doesn’t seem to have learned anything. Today, the confusing, intimidating pile of Google Messaging services is bigger than it has ever been, with Google Chat, Google Messages/RCS, Google Voice/Project Fi, and separate messaging services in Photos, Messages, Pay, Assistant, Stadia, Maps, and Phone. If you’re really an expert, you can probably narrow this list down somewhat, but Google is still simultaneously pushing the enterprise-first-but-also-consumer-messaging app, Google Chat, while also duplicating efforts and muddying its sales pitch to users with RCS on Google Messages. Which services does Google really care about? Which one is the future of the company? It’s hard to say.
The overwhelming impression from Google’s continual messaging chaos is that nobody at the company is really in charge. Some products at Google get mandatory support and hiring (like the advertising division), but others, like messaging, rely on the enthusiasm and availability of individual employees to be continually supported and stay running. Google has previously defended this hands-off management style as
letting a thousand flowers bloom, but the company’s messaging situation is more like a yard full of weeds—neglected, embarrassing, and damaging to the company’s reputation.
I’ve written before about how Google’s constant product shutdowns damage the brand, and messaging apps are one of the biggest contributors to the growing Google graveyard. Switching to a messaging app requires a big commitment, with the need to get friends and family to switch. Like any social app, messaging apps are dependent on the network effect, and shutting them down every two years is a great way to sabotage any possible user adoption.
Ron Amadeo
I must admit I didn’t have the patience to read through this massive piece (I skimmed the table of contents amazed at how many messaging launches from Google I ignored in recent years), but you can hardly argue with its conclusion. Google’s complete inability to put together a half-decent strategy for messaging has become a running joke in tech publications.