Since everything Google does can be used to enhance the delivery of ads against search results (and in other ad venues), it doesn’t need to charge much – or anything, in some cases – for the technology it offers. Unsurprisingly, businesses become pretty interested in low-cost and no-cost solutions. Though the trend is still in its infancy, many IT buyers are opening themselves to the idea of using Google-supplied software-as-a-service solutions in place of their existing systems.

VAR Client Implication: It’s becoming increasingly important for VARs to deliver clear, demonstrable value to their clients – remember, you’re competing with “free.” Make sure your TCO or ROI case is rock-solid. You can compete with a no-cost solution, as long as you make the upside unmistakably obvious to your clients.

Previous installments in this series:

Alert: Five reasons to watch Google in 2010 >>

Google is trying to replace — not enter — the market >>

Small and medium-sized businesses, especially, are becoming comfortable with nebulous apps and services >>

 Google needs to grow into new areas >>

IT buyers are looking for more bang for their IT bucks >>

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