Competing globally and acting locally; also see Will Amazon's Local Services Marketplace Kill Yelp And Angie's List? (Forbes)
"For quite some time since the introduction of Google+ Local, managing local listings and content across Google properties has confused many local SEOs and local business owners alike. Now Google has launched a new, integrated approach called Google My Business.New "Google My Business" Simplifies Local Marketing For SMBs
The core idea is to make it “easier than ever to update business information across Google Search, Maps and Google+.” Think of it as a kind of rudimentary CRM platform for small businesses (SMBs)."