Google Keep isn't an Evernote killer

Thursday, March 21, 2013

Evernote will be just fine, despite Google’s recent announcement of a new note-taking app called Google Keep, currently available for the web and Android. Keep allows for text, audio, and images to be added to a single notebook and synced between the web and Android devices. You can even add stuff via Google Now. It’s neat, but it’s no Evernote killer.

The two products cater to very different use cases, and Keep will not be able to replace Evernote for its core customers. Evernote had 1.5 million premium subscribers in November 2012. At 45$/year, that’s around $67 million annually, and the number of subscribers has been rising for years.

It doesn’t make them profitable, at least at the moment, but it helps. Coupled with Business accounts and other endeavors, Evernote isn’t worried. For those premium users, who pay because they make the most of Evernote’s vast feature set, Keep won’t be good enough. And I suspect that even if every user of Evernote’s free tier left the product, Evernote would hardly notice from an operational standpoint (if anything, operational costs would decrease).

Instead, makers of task management apps should be concerned. Google Tasks is as neglected as Google Reader was, and we all know what happened to Reader. Keep looks like an elegant upgrade to Google Tasks, and while Evernote has hinted at its own task management solution, I don’t think the future of their business will depend on it.

It’s worth remembering: there just aren’t as many zero-sum games in the apps and services spaces as many, especially in the tech press, would have us believe. Design, feature set nuance, and adaptability to users’ current workflow all allow for multiple apps to be successful in the same space. The Keep/Evernote dichotomy is no different.

This article was adapted from a comment I left on The Next Web’s post about Keep.

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