Ad-supported business apps

There is some interesting talk going on about the potential for Google to offer business applications supported by an advertising driven business model. On the surface I think this is a really interesting possibility to consider, despite the fact that Google has no experience in building process applications, but I have to admit that I'm open to the possibility that process frameworks as they currently exist will continue to morph into something altogether different. Basically, prior experience should never be considered an ante to join the table.

There are signs that Google is building an infrastructure that can support process applications (Base, Analytics, messaging), However, I would be more concerned about Salesforce.com adopting an ad-driven business model across multiple affiliate networks, including Google Adsense, Amazon Associates, and Yahoo! Publisher, because they already have momentum and pedigree in CRM/SFA. The conventional wisdom has SFdC moving up the food chain, but what if they are equally interested in moving down to reach anyone selling anything, including the 430,000+ merchants that are on eBay (the value of transactions on eBay last year was over $34b, $1,080 every second.)

Halsey Minor started a new company under Grand Central called Swivel that is doing this and they are promising Salesforce.com integration, and it's also worth pointing out that Minor was one of the early investors behind Benioff.

In addition to what SFdC could do on their own, having an affiliate advertising play to plub into AppExchange could be really compelling for third party ISV's as well.

PS- Yes, I did break my boycott on Google posts but I'm giving myself a hall pass here because most of what I wrote is directed at SFdC.