When Microsoft announced that it was transitioning 30 million active users to WordPress, it looked like Automattic (the company behind WP.com) would finally be able to surpass Blogger after years of maintaining a distant second to Google’s favorite publishing platform.
Apparently it seems that Blogger’s embrace of Google Apps could help the platform maintain its enormous lead by tapping into an audience just as large.
Google Apps users have been asking for Blogger and now, with out recently launched infrastructure improvement, they can use Blogger for free with their Google Apps accounts. We’re excited to provide Apps users with this great tool to have their voices heard on the web.
Google Apps is Google’s suite of cloud-based messaging and collaboration web apps use by more than 30 million users in small businesses, large enterprises, educational institutions, government agencies, and non-profit organizations around the world. (Blogger Buzz)
Note: Emphasis mine.
Although it may puzzle WordPress guru’s why any person or business would choose Blogger over WordPress (regardless whether one chooses WP.com or self hosting), the answer can probably be summed up in 3 words: cost and value.
Unlike their WP.com rival, Blogger does not charge users for custom domains, video hosting, or the ability to heavily alter their theme layout via HTML and CSS.
Throw in the free hosting and Blogger will probably be able to easily convince Google App users, charities and businesses to embrace blog*spot (especially in an era where organizations are trying to cut costs).
While it’s doubtful that every Google Apps user will embrace blogger (after all there are plenty of WordPress fans who utilize Google Apps), it could be Blogger’s “secret weapon” in order to maintain its lead against WordPress (not to mention Tumblr as well).