Research-based
Market Strategy Consulting

As a research-driven strategy consultancy, Saugatuck spends a great deal of time examining vendor business and competitive models, scenarios for success and failure, and other factors that influence markets, vendors and users.

Lately, interpreting the influence and significance of Google has become an IT industry pastime. Analyst firms, competitors, trade journalists and bloggers are weighing in on the impact of Google on everything from basic search to advertising and media, to software-as-a-service, and beyond.

Saugatuck principals Bruce Guptill and Mark Koenig have prepared this “point-counterpoint” Perspective around some important company and industry challenges (and assertions), to add Saugatuck’s voice to the debate, and to reflect the range of opinion concerning Google’s potential short- and long-term impact. In this piece, we present two divergent points of view – one essentially believing that Google will significantly challenge the status quo, the other seeing Google as more challenged than challenging.