Alphabet Inc. should rebrand their Other than search and advertising business if they want to make serious business from it. The “Google” brand name is for a large part of the world associated with sneaky advertising practices. Not with a solid IT service supplier. Consequently, the other than search related products under the brand name “Google” are avoided. Why do I think this is the case? I started early with Google (then Suite) Workspace and supported several small businesses in the Netherlands to switch from Microsoft Exchange to Gmail. I also helped them with implementing Drive and G-Suite. After initial enthusiasm, I can see them all going back to Microsoft Office. They just trust the Microsoft brand more for the desktop. If Alphabet really wants to make a serious business out of Workspace, they need to brand it outside the Google brand as a separate division under Alphabet.
We research and innovate in the area of human IT system integration and call this humansys.