Quick Thought on Google Buzz: Integrate into Apps, Don’t Create New Ones

Like many others I tried to make sense of Google’s Buzz announcement, made yesterday. I like the description, from many commentators that it’s like Google Wave integrated into GMail. I don’t think most people figured out what Google Wave is. In fact, much like Google Latitude, it went from lots of buzz (note small “b”) to invisible very quickly.

And, that’s a huge issue. Every time Google (or any one for that matter) adds a new product or service, it creates a whole set of hurdles to use. “Google Wave? What’s that? How do I try it? I need an invitation? Why should I try it?” It also creates a lot of Buzz as people try to figure it out. But, add features to an existing platform, and the barriers are fewer. The buzz level may also be lower. “There’s a new button in Google Maps, big whoop.”

Still, from a practical view, I think it’s a lot more likely users will try a new button in an existing product or service, that figure out a whole new platform. And, maybe Google, which has more products than (insert clever line here) is figuring that out, and thus putting location information and social tools right inside Gmail for potential better uptake, at least from those who use Gmail at least and perhaps also Google Maps Mobile on some platforms. Like Buzz or hate it, if you use Gmail it’s in your face. That frankly is why users regularly balk at Facebook’s interface changes; they actually see them!

Eweek has a nice discussion of the geolocation tools of Buzz in Google Maps Mobile and their use on mobiles.