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May 26, 2004
Is Google Making the Same Mistake as Hitler?
The announcement of the good software guidelines last week by Google and the leak of the forthcoming Google Desktop search utility has fueled a series of discussions on the developments and new additions that Google may want to follow: A Google-Gmail desktop tool, a Google Operating System, a Google refrigerator (powered by Google search technology since we all know how difficult it is to find the mustard in a packed fridge).
I think most people have applauded with delight on this Google extension and I think I may be part of a minority that thinks that Google is making a set of mistakes that show signs of immaturity and spontaneity that does not justify the Google IPO statements on We will sacrifice the short term in favor of the long term.
Google has two very strong opponents at the moment: Microsoft and Yahoo! and it is not a coincidence that in its IPO it is listing the two companies as Risk factor no1. Google may have a very strong market (and brand) position in search related technologies but both Yahoo! since their adoption of Inktomi last February and Microsoft with their forthcoming new search engine are ready to take slices of the Google pie.
Google has decided that the best defence on this is pure offence so it attacked Yahoo! (and Microsoft) with the 1Gb Gmail (yet to be seen) and Microsoft with the forthcoming launch of the desktop search utility. But will such a multiple front in the war against the two super-powers be successful?
I have strong doubts on that. The front against Yahoo! (and Hotmail) although it sounds as an excellent weapon suffers from many problems: The general unrest caused by privacy issues, the fact that can be copied immediately by competition but also the fact that it is undergoing beta testing for two months and has completely lost the element of surprise essential in such attacks.
On the other hand the Desktop search utility is definitely not going to create a large dent on the Microsoft fender and will simply aggravate a few people in Microsoft enough to consider this as a casus belli. Again the element of surprise has been lost since the rumor is out but the utility is nowhere to be seen.
Ok, I know that you may say that the fronts were already there. Microsoft had attached Google with their new search and Yahoo! dumped Google in favor of their own Inktomi. That is definitely true. My problem is though that I believe that Google is simply being led into matters that does not know well in order to lose slices of the pie that has established it as the worlds favorite engine. Google should focus on the things it knows how to do best at this stage and build on the search empire they have already created. It has been a while since we saw a major change and evolution in search technology and I am sure that Google can make a new revolution there and surprise both Yahoo! and Microsoft in ways that will not allow them to answer at a days notice.
If I were Google I would lie low at the moment and fortify my existing arsenal and use the weapon that none of my opponents have: The fact that I am considered a nice company. This is a branding that is difficult to obtain and easy to destroy.
Basil Drolias @ Rugles Website Marketing Services
Posted by Basileios at May 26, 2004 04:36 AM
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