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Microsoft Woos Gmail Users introduces a Gmail migration tool to attract unhappy Google email users.

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In early 2010, Google tried to accelerate the growth of Google Apps by launching Google Apps Migration for Microsoft Exchange, server software designed to help companies move data from Microsoft Exchange to Google Apps.

That was several months after Google launched Google Apps Sync for Microsoft Outlook to help Outlook users connect to Google Apps as a back end. That same year, it also debuted Google Apps Migration for Lotus Notes and Connect for Blackberry Enterprise Server to make it easier for users of those systems to "Go Google."

On Wednesday, Microsoft returned the favor, adding another front in its broad counterattack on Google and on the threat ad-funded software poses to its business model. It introduced a service to simplify the process of importing Gmail messages into, the company's successor to its Hotmail service.

Both Microsoft Outlook and Google Gmail have more than 400 million users worldwide.

[Will Google advertisers love or hate this change? See Gmail Shows Images By Default.]

Naoto Sunagawa, a senior program manager lead at Microsoft, explains in a post that connecting a Gmail account to an account via OAuth requires only a few steps. "This will import your Gmail emails into your inbox and, because you've connected both accounts, your Google contacts will automatically appear in," he said.

Sunagawa suggested that Microsoft's reason for introducing a Gmail migration tool is "growing frustration with outdated email services," specifically Gmail, a conclusion supported by a ZDNet opinion column, "The Case Against Gmail." Sunagawa also cited an Ipsos poll indicating that almost a quarter of consumers would switch email providers if it were easier to do so and that 70% don't want ads interfering with their email experience.

Gmail's most contentious feature is its automated scanning of message text to serve ads, which Google would presumably argue enhances Gmail rather than interferes with it. Nonetheless, Microsoft has made much of what it characterizes as Google's intrusive behavior in its ongoing "Scroogled" ad campaign, which has attacked Google for paid inclusion in shopping search results, for scanning Gmail messages to serve ads, and to disparage Chromebooks. The company is even selling anti-Google merchandise on its website.

This is but a small part of a larger lobbying campaign in the US and Europe to convince lawmakers that Google holds an anticompetitive monopoly on search advertising that must be regulated. On Thursday, FairSearch Europe, a group composed of many Google competitors including Microsoft, announced that a study it commissioned concluded that Google's most recent proposal to settle European objections to its business practices is unlikely to restore competition in the search market.

Over the summer, FairSearch attacked Google over its distribution of Android, claiming that distributing Android for free is anticompetitive. At the time, Groklaw editor Pamela Jones said the FairSearch complaint represented "an attack against the Open Source development model itself." She characterized it as "part of a coordinated smear campaign against Google."

Nonetheless, Google almost certainly will be forced to make some changes to accommodate its critics. Late last month, the Dutch Data Protection Authority concluded that Google's practice of combining data from its various services violates the country's data protection law. It remains to be seen whether Google will bend so far that it disrupts its stride. Whatever the outcome, Microsoft appears to be ready to pick up the pieces.

Thomas Claburn is editor-at-large for InformationWeek. He has been writing about business and technology since 1996 for publications such as New Architect, PC Computing, InformationWeek, Salon, Wired, and Ziff Davis Smart Business. He is the author of a science fiction novel, Reflecting Fires, and his mobile game Blocfall Free is available for iOSAndroid, and Kindle Fire.

IT groups need data analytics software that's visual and accessible. Vendors are getting the message. Also in the State Of Analytics issue of InformationWeek: SAP CEO envisions a younger, greener, cloudier company (free registration required).

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User Rank: Strategist
12/13/2013 | 2:17:33 PM
What's that again, Microsoft opposes monopolies?
Microsoft, with monopolies in both desktop operating systems and desktop applications, lobbies against Google for having an anti-competitive monopoly in search advertising? You need a sense of humor to follow the logic of the behemoths of the computer industry. Microsoft fiercely resented the Justice Department antgi-trust suit, saying it was based purely on the claims of limping competitors, like Sun MIcrosystems and Netscape. When it comes to email migration issues, on the other hand, Microsoft is striking at an exposed vulnerability: Google's willingness to read your email. 
User Rank: Apprentice
12/13/2013 | 2:17:44 PM
Re: Really.
It was the first sentence in your earlier posting that hinted at your emotional state to start with.  But OK, I was wrong.  We all have our favorite toys and tools that meet our needs.
User Rank: Apprentice
12/13/2013 | 2:21:58 PM
Re: Really.
"As for people I know, the only person I know currently who still uses Gmail is my mom..."

Yeah, well, I sort of doubt that the half-billion Gmail users know you either.
User Rank: Apprentice
12/13/2013 | 2:29:18 PM
Re: Have you tried
David, I use gmail for business and Outlook for personal use as I had a hotmail address which I chose to migrate to the new system. I have absolutely no complaints - love the new interface and also the seamless connection to my Skydrive account. I aslo access it on my android tablet without a hitch so highly recommendable! Gmail is more robust but as a reliable secondary option it can't be beat.

Thomas Claburn
Thomas Claburn,
User Rank: Author
12/13/2013 | 10:30:24 PM
Re: Really?
It's hard to get too indignant about Google's automated scanning of Gmail given the NSA's automated scanning of everything.
User Rank: Strategist
12/14/2013 | 1:26:42 PM
Re: Really?
So the fact that the government's spying on us gives Google a pass?


That's what happens if you don't call out Google (and actually stop using them as far as you can).  Anything less is caving.
User Rank: Apprentice
12/15/2013 | 9:07:43 AM
Mixing Apples and Oranges?

I'm surprised you cannot more readily see through the Microsoft marketing machine and facade.

You start talking about Google Apps for Business with respect to migrating from Exchange and Notes. I'm sure you are smart enough to know that Google Apps for Business, Education, and Government do not include ads or any access content by Google that is not authorized (ie flagging something public, or publishing docs to web).  I'm also pretty sure you are aware that Google's terms of service, privacy policy, and SLA for their business applications reflect these facts.

You then jump to companies moving from Gmail, Googles free email service, to  And, yes, while users agree to have systems scan emails for keywords so ads are hopefully relevent, you don't mention how Microsoft achieves the same result.  With Windows 8.1 and SmartSearch, Microsoft is scanning every file on your PC.  They are using your local searches to target Ad placement, along with your Internet search data.  Surprise!  Microsoft is targeting ads, too ... but just chooses to scan and use different user data.

When you refer to an isolaged blogger on ZDnet, you fail to mention that the author's career has been publishing books on MS Windows and Office (more than 25 in all).  You attempt to make a point by finding a singular blog from an openly biased author.  If you read his blog, you would have seen that he also mixed information about free versus business services and ignored the dozens of changes to the Gmail UI and services made over the base few years -- all based on user feedback.

And, you seem to have overlooked the outage problems that have plaqued since its launch.

Yes, Microsoft is wooing Gmail users because they need to, desparately. has been plagued by outages.  With competition from Apple and Google, Microsoft's share of the K-12 and higher ed markets is plummeting.  

Meg Whitman, CEO of HP (Microsoft's largest OEM/Partner) noted the following in a Q&A session at CRN's Best of Breed Conference in October: " If you look at the shift in the share of operating systems over the last couple of years, the share shift has been dramatic, from almost a 100 percent Windows operating system [share] to probably 60 percent share of market for Windows. Android has come on very strong and Chrome is starting to get real traction. So our world has changed."

Microsoft is desparate.  Microsoft's Scroogled campaign is designed to confuse consumers and small businesses owners by misleading them about their competitors offerings and by creating fear about actions that Microsoft quietly does as well.  And, if you've tried to figure out the most affordable Microsoft's licensing solution for your business, you know that Microsoft is good at confusion.
User Rank: Strategist
12/17/2013 | 3:43:20 AM
Re: Really?
I use both of them and definately Outlook keeps advantage over gmail, but cannot ignore Gmail wins over at cloud email, curious to see how they together work on single platform.
User Rank: Apprentice
12/19/2013 | 3:22:00 PM
Re: Have you tried
Yes, I have used for my personal e-mail for quite some time.  I have no issues with it and find it conveniently similar to the full client Outlook I use at work.  I do also have a gmail account, mostly because I had to in order to access the App store for my Android based phone.


At the end of the day, none of these large companies (or their products) are perfect and we (the consumers) make trade offs as to what functionality we need and what privacy or other things we're willing to give up in order to get that.  Been that way for as long as I can remember...and like the old expression goes, "there is no such thing as a free lunch" so if they're giving you free e-mail, they have to generate revenue from that in some way.
User Rank: Apprentice
12/23/2013 | 11:05:10 AM
Re: Mixing Apples and Oranges?
Meg Whitman, CEO of HP (Microsoft's largest OEM/Partner) noted the following in a Q&A session at CRN's Best of Breed Conference in October: " If you look at the shift in the share of operating systems over the last couple of years, the share shift has been dramatic, from almost a 100 percent Windows operating system [share] to probably 60 percent share of market for Windows. Android has come on very strong and Chrome is starting to get real traction. So our world has changed."


Not sure what she is coming from there, I'm assuming she is referencing mobile devices as laptops and desktops are approximately 95% WindowsOS.
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