Analysis of google entry in unified communications from a resource and competence perspective : (work in progress paper)

The business communications market has been deeply transformed by technological and product convergence, due to the progressive substitution of traditional TDM-based voice products and services by ToIP (Telephony over IP) based products and services. The adoption of IP and the management of voice applications in the same way as data application has given rise to convergence offerings under the name of Unified Communications, and allowed the entry of data communications vendors, such as Cisco, in a market initially dominated by TDM-based product vendors. The increasing dissociation between hardware and software and the virtualisation of services have induced the entry of new players relying on their position in software and web services, among which Microsoft and Google. In this paper, drawing on the resource-based perspective, we analyse the patterns of entry of Google in this market. In particular, we highlight how Google relies on current specific resources, acquire and/or develop complementary resources in order to be able to compete on this market. In this work in progress paper, we put emphasis on the acquisition strategy of Google