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September 3, 2014

Google moves with the times, rebrands enterprise as ‘Google for Work’

"We never set out to create a traditional 'enterprise' business," says Schmidt.

By Ben Sullivan

Google has rebranded its Google Enterprise suite to ‘Google for Work’.

The shift comes as the cloud, software, and BYOD advancements change the face of what we know as the ‘enterprise’, leaving behind the notion that business has to be conducted from 9 to 5 in an office building, but rather it can be a moveable, changing action that can happen anytime, anywhere.

The shift also targets business software rivals such as Amazon and Microsoft, attempting to make its business apps and platforms more enticing and accessible to businesses of all sorts and sizes.

Writing on the official Google Blog, Eric Schmidt, executive chairman of Google, said: "Work is where you spend a lot of your time. So we’ve always believed that it should be meaningful — not a daily grind, done in isolation on an old desktop in a sea of cubicles. Even more, we believe that technology should make work better. It should make it easy not just to get things done, but to get things done with people who inspire you, at the times and in the places where you work best, and in a way that lets you make an impact, no matter what your job is, or what industry you’re in.

"But technology for the workplace isn’t just about a better way of doing business. It’s about empowering anyone, whether they’re a developer with an idea in their basement or a baker with a better cupcake or a company with thousands of employees, to have an impact. We never set out to create a traditional "enterprise" business — we wanted to create a new way of doing work.

"So the time has come for our name to catch up with our ambition. As of today, what was called Google Enterprise is now, simply, Google for Work. When we use the tools that make our lives easier — Google Apps, Maps, Search, Chrome, Android, Cloud Platform and more — work gets better. And that’s what we’re working on — the best of Google, now for work."

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