Google drops Wave tool

Google has revealed it is dropping Google Wave, its cross-platform personal communication and collaboration tool, due to a lack of user take-up.

Google Wave was designed as a centralised communications tool which aggregated email and chat and combined them with Twitter. It also had the ability to drag-and-drop files from the desktop.

A Google statement said, “Wave has not seen the user adoption we would have liked.”

The search giant said it will not continue developing Wave as a standalone product but will continue to maintain the site until the end of the year, and will consider developing the technology to use with other Google products.

Google Wave was launched last year a the Google I/O conference.

Yesterday Google revealed its plans to expand its trademark policy in the UK to enable advertisers to include third-party trademarks in their ad copy ( 4 August 2010).

This story first appeared on

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here