Google is now providing free mobile phone two-factor authentication (2FA) for Google Apps. This demonstrates to the market that 2FA is the right level of security to have for the growing number of cloud-based applications.
When organisations take all their cloud applications from Google, this Google offering could be seen as a threat to third-party 2FA vendors and their channel partners.

As long as the customer is happy with just using SMS passcodes, they will tend to take Google