Google’s Decline Should Make You Think Twice About Your Tech Suppliers
In his sharp commentary, The Mediocrity of Modern Google, tech journalist and investor Om Malik warns that even the most trusted brands can lose their edge. And when they do, your business might feel the impact first.
Once a beacon of innovation, Google has, according to Malik, become bloated, ad-driven and less user-focused. His critique is rooted in a personal story about Webpass, a fast and friendly internet provider he once used. After being acquired by Google, Webpass became sluggish, unhelpful and unrecognisable.
For SME leaders, this isn’t just about Google. It’s about the risk of over-relying on large providers whose service can degrade without notice.
Big Brand Doesn’t Always Mean Better Service
Malik’s core message is simple: size and reputation don’t always guarantee quality. In fact, when tech giants pivot their focus — from product to profit or from users to shareholders — customers often lose out.
In Google’s case, even its flagship services like Search have become cluttered, prioritising ads over accurate results.
What This Means for Your Business
Many UK SMEs rely on large cloud, software or telecom providers. But what happens when those providers change?
Here’s what Malik’s critique tells us:
1. Monitor Service Quality, Not Just Reputation
Don’t assume that a long-standing vendor is still performing well. Keep track of service issues, response times and the quality of updates.
Tip: Set internal review dates to evaluate supplier performance not just when contracts are up for renewal.
2. Build Flexibility Into Contracts
Make sure your agreements include:
- Clear service-level agreements (SLAs)
- Exit clauses
- Data portability to avoid being locked in
Tip: Having a plan B saves time and stress when things go wrong.
3. Diversify Your Tech Stack
Avoid putting all your eggs in one basket. If your business relies on a single provider for cloud storage, email, CRM and payments, a failure in service—or a shift in strategy—can hurt your operations fast.
Tip: Spread the risk. Use more than one provider where practical.
4. Don’t Underestimate the Power of Customer Service
Smaller vendors can often offer faster, more human support than their larger competitors. When something breaks, who answers your call matters more than what logo is on the invoice.
Tip: Evaluate suppliers not just on tech specs but also on responsiveness.
Loyalty Is Good. But Performance Matters More
There’s no shame in switching suppliers. Just because a big brand helped you scale once doesn’t mean they’re still the right fit today.
Your job is to protect your business—by choosing partners who still show up, innovate and care.
Final Thought: Business Growth Depends on the Right Partners
Technology is essential but so is trust. As Om Malik shows, even great companies can drift from their original purpose.
At UK Business Advisors, we help SMEs audit their digital partnerships, evaluate performance and make smarter decisions about who they trust.
If your tech supplier no longer delivers, let’s talk about what’s next.