Spotlight - Channel Insider
Empowering the next generation Channel

Google`s Strategy: 10 Things You Need to Understand about Google
By Don Reisinger on 2010-09-24



Google is one of those technology companies that gets an inordinate amount of attention. The reason for that is due in main part to the company’s desire to compete in so many different markets. Not only is it a search giant, but Google is also performing extremely well in the advertising, mobile, and cloud-based spaces and going up against competitors such as Microsoft and Apple. Simply put, the firm is everywhere. But because Google has become so ubiquitous in today’s increasingly crowded technology industry, some companies need to understand a bit better what the search giant is all about. At first glance, it might just be a search company trying to compete in other spaces. But a detailed look at Google reveals that it’s many things to many people. And that won’t change anytime soon. Read on to find out what companies need to understand about Google, and where it is going in the future.
  • of

1. It’s An Advertising Game

Every decision Google makes is in some way related to advertising. The company realizes that Web-based advertising is big business. And the last thing it wants to do is put that in jeopardy for the sake of breaking into another market. No matter the industry or the focus, advertising is what dictates Google’s every decision.

2. Search Is Central to Everything

As important as advertising is to Google’s strategy, search is right there with it. Google is a search company first, and a provider of other solutions second. And that likely won’t change anytime soon. So, as companies continue to use Google products, they should be fully aware that search will take precedence over any other product until another division starts generating more revenue for the firm.

3. Android Is An Advertising Opportunity

Android OS is gaining in popularity. And for Google, that means that the advertising opportunities related to that growth are endless. That’s precisely why the company acquired AdMob last year. It’s also why, going forward, advertising will likely play a major role in the core aspects of Android OS.

4. Privacy Is A Relative Term

Privacy continues to be one of those topics that keeps creeping up in discussions about Google. It makes sense. Over the past year, the company has been hit with concerns over privacy on its Buzz social network. It has also been subject to concern over its collection of data for its StreetView service. Look for concerns over privacy to continue for the foreseeable future.

5. It’s Quite Microsoft-Like

Google has spent the last 12 years trying to tell the world that it doesn’t want to be like Microsoft. But over the past few years, as the company has grown from a small Web firm to a dominating force in the industry, it’s hard to tell the difference between Microsoft and Google. That’s not to say that the firms are identical—they certainly are not—but from a power and influence perspective, it’s hard to see many differences between them.

6. It’s the Only Company That Can Stop Apple

Apple continues to be the most influential force in the technology industry. But Google is the single firm that could potentially dethrone Steve Jobs and Company, and take over the entire industry for good. Google has proven in the mobile space that it knows what it has to do to beat Apple. And the company is already outfoxing Steve Jobs in mobile advertising. Going forward, the enterprise should come to the realization that Google just might have what it takes to trump Apple.

7. It Doesn’t Understand the Enterprise

Google has been trying to attract the enterprise over the past few years. But so far, it has been unsuccessful. As nice as Android OS is, it’s not a corporate-focused product. And for the most part, Google’s cloud applications still can’t match desktop-based alternatives from Microsoft and other firms. Simply put, Google’s enterprise efforts leave much to be desired.

8. Most Companies Fear It

Google has proven that if it makes sense, the company will go into any market that it wants. And when it does so, it has one goal in mind: dominance. That’s precisely why ISPs don’t like Google’s 1Gbps fiber network idea. It’s also why mobile carriers are concerned the company’s mobile advertising initiatives could hurt their operations. Google is simply a company that strikes fear in others.

9. Google Could Change the Mobile Market Forever

Speaking of the mobile market, it’s clearer than ever that Google could change it in a drastic way. As important as the iPhone was when it hit store shelves, Google is potentially changing the space into an ad-driven market. And by potentially dominating the space in overall market share within a few years, it’s possible that Google will eliminate long-standing mobile powerhouses, like Microsoft and RIM. Expect Google to change the mobile market forever.

10. It Has Its Sights Set On Tablets

Although Google said that Android OS 2.2 might not be the best bet for tablets, rest assured that the company is preparing to target that space in a big way. In fact, it’s entirely possible that Google will use 2011 to attract vendors and drastically reduce the influence Apple currently has in the tablet market.

  • More slideshows

  
CHANNEL RESOURCE CENTER
 
 
 

Intel Technology Provider Program
Intel Technology Provider Program (ITP) helps resellers better understand Intel products which power the technology they sell, and enables value-add services such as remote manageability or anti-theft tracking.
Learn More
 
WindowsForDevices.com
WindowsForDevices.com is the comprehensive news site covering Windows embedded technologies. Visitors get news, technical white papers, opinion columns and extensive directories covering the products and companies in the marketplace.
Click Here
 
Check out our top five picks for technologies that will change the game in enterprise computing.
Learn MoreClick Here