The most important of which is that users should refrain from creating business profiles.
“We have a great team of engineers building similarly optimized business experience for Google+. We’re very exited about it and hope to roll it out later on this year. It will include things like rich analytics and the ability to connect that identity to other parts of Google that businesses might use on a daily basis, like AdWords. So we are asking people to hold off on using consumer profiles to get a business identity on Google+”
Postscript from Greg Sterling: Oestlien was interviewed about this subject in AdAge. He said that companies like Ford and MTV that already have pages that are being actively used won’t be taken down. In effect they’ll be “grandfathered” in:
Ad Age: So it seems Ford will be able to maintain its page and will be part of the test?
Mr. Oestlien: Yes. There are a subset of businesses that have been actively involved since the start — including Ford.
Ad Age: Which other big companies have been active on the site?
Mr. Oestlien: MTV. Some charities in Europe, and, of course, some of the online tech blogs like Mashable.
Ad Age: So will these guys also be part of the test?
Mr. Oestlien: Not just companies that have already set up pages. But also a lot of great businesses like Dell. They don’t have page up, but they’ve been hosting hangouts with our user-base.