They had a decent enough buzz. They had a decent enough product. They utterly failed on the delivery.
Let's look at how Facebook (inadvertently!) succeeded with its introduction:
- release the product to a small number of people who all know each other and feel exclusive
- release the product to another small number of people who all know each other and feel exclusive
- release the product to still more people who all know each other and feel exclusive
- open it up to the world and let it grow organically
Now, here's what Google did:
- generate a lot of buzz about a promising new product
- allow a limited number of invites, but allow anyone to be invited, so new people who join know only the person who invited them, and can't even invite new people yet. But they do feel exclusive, and can't wait until they know someone.
- feed the anticipation of all the people who are clamoring to get an account
- open up invitations to anyone
- reject new sign-ups from people who were invited once they hit an unspecified threshold, so that only a small number of new people actually signed up, and the only person each knows is the one who invited him
- open up invitations to anyone
- reject new sign-ups from people who were invited once they hit an unspecified threshold, so that only a small number of new people actually signed up, and the only person each knows is the one who invited him
- open up invitations to anyone
- reject new sign-ups from people who were invited once they hit an unspecified threshold, so that only a small number of new people actually signed up, and the only person each knows is the one who invited him
- eventually, people got tired of being rejected and didn't sign up, or left because they didn't know many people when they first joined.
- open it up to the world.
Did Google really expect people to just "try again later" after receiving an invitation and being rejected? Twice? Three times?
Major introduction fail.