Forbes: "Five Reasons Why Google+ Died"
A good analysis of Google's recent missteps. Experience Ello could stand to learn by.
A head-on challenge to Facebook was inevitably unsuccessful. It was an attempt to displace a well-entrenched social network. Even if Google had been able to figure out significant improvements on Facebook, which it didn’t, Facebook, as the incumbent network, could have quickly emulated them, thereby eliminating any incentive for people to leave Facebook and join a new network, particularly since all of their current friends and connections were on Facebook and not on Google+....
Instead of choosing to swim with the sharks in head-to-head competition with Facebook, Google could be pursuing a “blue ocean” strategy by competing in a new area where there is little competition.
The key to this approach is to identify a segment of customers whose needs are not being met and generate more value for that segment sooner. Health and energy might have been such opportunities, but Google missed them because it was focused on the producing a thing that people didn’t want, rather than delighting people, by solving a problem, perhaps a problem they didn’t even know they had. The key is to shift from a focus on producing things to a focus on understanding and delighting people.