They call themselves the , and their goal is to set their wares above the Google Apps Marketplace ruckus and sell via their own website. Google now claims some 4 million Google Apps business customers and an app store of add-ons that reached 300 choices in March.

COMPETITION:

The inaugural members of the Cloud Alliance are:

• Cloud Sherpas, which makes the administration and policy management SherpaTools application.

• Expensify, which makes expense reports "that don't suck," as it describes its tool.