Google is raising prices on the paid version of its Apps suite in\u00a0a move the firm says is intended to bring broad alignment with sterling-to-US dollar valuations. Instead of paying \u00c2\u00a325 per user per year, firms will now pay \u00c2\u00a333 per user per year when they begin or renew contracts.\nThe move is the first increase the firm has made, although in January this year it did introduce new terms that made firms with over 50 seats sign up for the Premier edition. Google\u00a0said that the \u00c2\u00a333 price had been introduced as part of a quarterly review where\u00a0data\u00a0underlined the disparity between the UK pricing and that of the US, where firms pay $50 per user per year.\n"People sometimes buy across global currencies and a large US firm with a\u00a0UK subsidiary could be buying at a discount price," said Google Enterprise EMEA product manager Dave Armstrong. However, Armstrong claimed that he knew of no cases where that loophole was being deliberately exploited.\nIDC analyst David Bradshaw said, "It's a bit of\u00a0unfortunate for them but there's been such a big change in currency valuation that I can't see any alternative. It never looks good when you raise prices and people take it for granted when prices go down.\u00a0If I were a customer with large numbers of users I'd be asking for negotiation."\nGoogle's Armstrong said that the firm is continuing to see about 3,000 businesses per day sign up for Apps.