This week, a whole bunch of new capabilities were rolled out with no fanfare of announcements, by none other than Google. 

These capabilities were rolled into Google earth where there is a whole host of new layers that can be enabled. Some are included in the free offering, and the rest require an upgrade to either their Professional service or their professional advanced service, The Pro account costs $75 / month per user and the Pro Advanced is $150 per month. 

When I look objectively at what is being offered, the price is high and the services are underwhelming compared to other much more comprehensive offerings in the market.

So when I look at it objectively, the Google offering is noteworthy because it is being offered by Google. The offering surprising because it is so far behind what other startups are offering in the market. If google wants to get serious about playing in this space, they certainly have the scale and ability to compete. But the market for these types of services is small compared to the general consumer market. For that reason, I doubt that Google will aim to dominate the space. 

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