If your alternative isn't open, can't be installed locally, can't be accessed privately, can't be disconnected from the internet, isn't based on standards or generally has a corporate interest looking at it in any respect then it's an alternative in the same way Bold is an alternative to Persil.
There's no point looking for an alternative that doesn't solve the issues that exist with the current choice. If the issues are those of privacy, data security, I-am-not-a-product, etc, then you won't find an alternative in something bearing a corporate name.
So Hotmail is not a Gmail alternative, and Bing is not a Google alternative (DDG might be, but then you have to live with the sub-par searches). Zoho is not a Calendar alternative because it stores your data offsite. Bing Maps is not a Google alternative because it's utter shit and is a Microsoft product, which means they're making money out of it somehow.
Don't switch just for the sake of it, is my message here. Dropping a Google service just because it's Google is jumping out of the frying pan and into the fire.