Flash Read

Google suffocates AirTable with…Tables

Tech Trends & Future of Work

September 23, 2020
min read
A laptop screen showing Google search bar

Google Tables just dropped, seemingly surprising everyone, but probably none more so than AirTable. Which Tables seems pretty much the same as..? Google’s main selling point seems to be automated workflows with Tables… which AirTable already offers. AirTable must be pretty bummed after announcing a suite of updates this month.

Maybe, though, we shouldn’t be surprised any more. After all, Google made Google Meetings free once everyone started using Zoom during the lockdowns, and recently launched some hardware to augment its quest for that space. Google has even been sending free Nest devices to Spotify users after retiring Google Music. It seems to just be prodding in all directions at the moment, like a puppy at a kid’s birthday party, demanding attention back from all these new players that have emerged as part of the wave of digitalization in the wake of the COVID-19 pandemic. Hey! We’re Google! Hey! Remember us! We can do all this stuff too! HEY!

Really, it’s surprising in many ways that Tables hasn’t arrived sooner, given that most teams structure so many of their workflows using various Google apps anyway, sending emails to plan out meetings that are added to Google Calendar. You begin to wonder where it ends, though. If Google can just decide to create content management platforms seemingly because they’re bored, SaaS vendors everywhere will be constantly looking over their shoulder to see if the giant shadow of Google is looming.

On a final note, Tables was a product of Google’s Area 120 incubation lab. I’m not sure an incubation lab is quite as innovative as advertised if all it’s doing is basically reproducing what already exists, taking half of that rival’s name and putting the word ‘Google’ in front of it.

Access data and intelligence from thousands of verified technology CxOs, VPS, and Directors, while engaging in compelling conversations about what's top-of-mind for tech leaders today.

Join the Pulse Community

Join the executive community

Make and shape business decisions with tried-and-true advice and benchmarks from technology leaders

Executives powering Pulse

“With its survey data, Pulse skips the anecdotes and provides deep context and real numbers for the topics that are top of mind for my organization.”
Julie Cullivan photo
Julie Cullivan
Chief Technology and People Officer, Forescout
“Pulse beats any other platform, research company, Slack groups, etc. at getting me the most relevant advice and content. I rely on Pulse for all knowledge and insights. The answers are consistently exactly what I need.”
Roberto Torres photo
Roberto Torres
CTO, Taimingo
“What the IT community has needed is a vendor free, agenda free platform which encourages discussion and debate amongst peers. Pulse has nailed that in both their Q&A and timely reports.”
Lee's headshot
Lee Vorthman
CSO, Oracle
“I love that Pulse is a one-stop shop for all the peer conversations and insights that are presently super scattered and disconnected among various Slack channels and other CIO groups.”
Enrique Jenkins photo
Enrique Jenkins
Head of IT, DoorDash
“Being able to drive discussions on new tech with my peers and getting immediate feedback is exactly what has been missing until Pulse.”
Manjit Singh photo
Manjit Singh
CIO, Toyota
“For the past two weeks, the first news source I check [every morning] is Pulse. I look at Focused Five everyday. Pulse first, then Twitter, etc. You're that good.”
Miguel Borbolla Olea photo
Miguel Borbolla Olea
Director of IT, OCESA
“I’m excited for what the Pulse team have built to better connect the CIO community. It’s been exceptional for many of us in the community to get clarity and aid decision making as we develop our strategy.”
Yusuf Khan image
Yousuf Khan
CIO, Automation Anywhere
"Transformative change and real-time insights can only come from the people who are doing it day to day in an innovative way. I get a wide variety of that insight from Pulse."
Malcolm Harkins photo
Malcolm Harkins
Chief Security and Trust Officer, Cymatic