Today it has been reported by the All Things D website that Google will be closing the doors on its social app development company Slide, which it bought just over a year ago for $200 million, to help improve its social web expertise. As from today, Google has decided to close the doors on Slide and concentrate on its Google+ social network created by Google executives Vic Gundotra and Bradley Horowitz.
Slide was created in 2005 by Max Levchin, the original founder of PayPal, which he then sold to eBay. With the closure of Slide, Max Levchin will also be leaving Google to pursue other avenues.
Google confirmed the closure in a statement: “Max has decided to leave Slide and Google to pursue other opportunities, and we wish him the best,” – “Most of the team from Slide will remain at Google to work on other opportunities.”
The Rise and Fall of Slide
Slide was initially created to develop social applications and widgets that could be integrated into various social networking sites. It gained significant popularity with apps like SuperPoke!, which allowed users to send virtual “pokes” to their friends, and FunSpace, which enabled users to share photos and videos. These applications were particularly popular on platforms like MySpace and Facebook during the mid-2000s.
However, as social networking sites evolved, the demand for standalone social apps began to wane. Facebook, for instance, started to develop its own integrated features, reducing the need for third-party applications. Despite these challenges, Slide managed to maintain a user base and continued to innovate in the social app space.
Google’s Strategic Shift
Google’s acquisition of Slide in 2010 was part of a broader strategy to enhance its social networking capabilities. At the time, Google was keen on competing with Facebook and other social media giants. The acquisition was seen as a move to bolster Google’s expertise in social web technologies and to integrate Slide’s innovative features into Google’s own social networking efforts.
However, with the launch of Google+ in 2011, Google’s focus shifted. Google+ was designed to be a comprehensive social networking platform that could rival Facebook. It featured unique elements like Circles, which allowed users to organize their contacts into different groups, and Hangouts, a video chat service. Given this new direction, the need for Slide’s standalone social apps diminished.
The decision to close Slide and focus on Google+ was a strategic move to consolidate Google’s social networking efforts. By integrating Slide’s team into other projects, Google aimed to leverage their expertise in developing new features and improving user experience on Google+.
Max Levchin’s Departure
Max Levchin’s departure from Google marks the end of an era for Slide. Levchin, a well-known entrepreneur and technologist, has a history of successful ventures. After co-founding PayPal and selling it to eBay, he went on to create Slide, which became a significant player in the social app market.
Levchin’s decision to leave Google to pursue other opportunities is not surprising, given his entrepreneurial spirit. His departure opens the door for new ventures and innovations in the tech industry. Levchin has a track record of identifying emerging trends and creating successful businesses, so it will be interesting to see what he pursues next.
The Future of Google’s Social Networking Efforts
While the closure of Slide marks the end of one chapter, it also signifies the beginning of another for Google’s social networking efforts. Google+ represents a significant investment in social media, and the company is likely to continue developing and refining the platform. The integration of Slide’s team into other projects within Google suggests that the company is committed to leveraging their expertise to enhance its social networking capabilities.
The closure of Slide and the departure of Max Levchin are significant developments in the tech industry. They reflect the evolving landscape of social networking and the strategic decisions companies must make to stay competitive. As Google continues to focus on Google+, it will be interesting to see how the platform evolves and what new features and innovations emerge.
Source: All Things D
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