Move challenges Microsoft's Outlook corporate messaging software; email service providers appear to be safe.
Banco Bilbao Vizcaya Argentaria, a global financial services company with headquarters in Spain, said yesterday it will roll out Google's enterprise email system for its 110,000 workforce.
"This is an interesting and important deal for Google…It isn't about marketing; it is about enterprise scale software solutions and the cloud," said Dela Quist, CEO of Alchemy Worx, an email marketing agency based in London, in an email interview. "From what I know, this is highly unlikely to be about their outbound marketing efforts, where they would most likely use an [email service provider] like Responsys, CheetahMail, Epsilon, ExactTarget, SilverPop, etc."
While Google does not offer e-mail marketing services, it still raises the question whether the company has future plans to add it to its stack of advertising and marketing products, which include paid search, mobile advertising, and video advertising. But one thing is sure - the Gmail-BBVA deal is a direct assault on Microsoft's corporate email and calendar software business.
Beginning with 35,000 BBVA workers in Spain, the company will also deploy other Google productivity tools such as Google Talk, Google Sites, Google Docs, and Google Video. The companies aim to roll out the tools to the entire workforce by the end of 2012.
"We were looking for a technology that would transform our business operations - not just make our workers more efficient," BBVA CIO José Olalla wrote on Google's Enterprise blog.
BBVA said it's also developing a new intranet, internally known as its high performance desktop, built on Google's collaboration tools. BBVA, in a statement, said the intranet will change from a corporate communications and process management site and instead serve as a place for employees to share, contribute, and manage information.
The deal, Quist said, demonstrates that Google is trying to break Microsoft's stranglehold on corporate messaging and calendaring. "Which is why it is newsworthy that they have persuaded a major organization - a bank at that - to ditch if not Microsoft then IBM's Lotus notes in favor of a cloud-based service."
BBVA did not disclose the value of the deal.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.