Google will dominate because we don't care. It's written in the text and I see it everyday with people moving to Chrome and all that.
I think that the author makes a mistake when he talks about Google as being one thing. It's much more likely that it will brand itself with different names just like Pepsi having hundreds of brand without us knowing it.
Interesting take on the multiple brand, P&G-esque approach. Would be a significant departure from today where Google is very consistent throughout its products. On the other hand, basically any website with AdSense is an offshoot of Google, no?
People definitely don't care, and I believe this is because they don't know. Do people really realize that Google has so much information and is nearly at the center of the lives and livelihoods of many people and companies? I don't think so. Most don't even know how Google makes money. Heck, most people don't care enough and don't know enough to use Chrome or Firefox over IE8.
Sophisticated segmentation and branding makes sense for a marketing organization which doesn't truly have diverse product lines. See Apple under Scully for a sign of how poorly it works for technology organizations.
Besides, Google is a technical company run by software developers. Their idea of marketing is building a better mouse trap. Changing that attitude would be a major cultural shift.
Combining it with the adage "the best way to predict the future is to make it", the only way to stop Google from overgrowing is, then, to start caring. That is, however, quite hard to do considering they do mostly everything right and useful :(
C'est ca ou les gouvernements vont interdire telle dominance.
Google will dominate because we don't care. It's written in the text and I see it everyday with people moving to Chrome and all that.
That only works if we don't care and they're better than the alternative. If we don't care who handles our email, Google and Yahoo have to fight based on something other than brand name.
I think that the author makes a mistake when he talks about Google as being one thing. It's much more likely that it will brand itself with different names just like Pepsi having hundreds of brand without us knowing it.
Have they ever done that? What Google service do I use without knowing it's run by Google?
> That only works if we don't care and they're better than the alternative.
The problem here is that I've tried a lot of different email systems and, so far, Gmail beats them all hands down--in every way that matters. Its storage levels and general interface is at least as good and its spam filtering and searching (the two main points) are better.
You sign in to Blogger and Youtube with your Google account.
Doubleclick is a good point, though. Of course, you know if you place ads on the site (there's a "Google" in the URL) and you know if you buy the ads. So I guess consumers don't know. Would they care, if they did?
I think that nobody really knows it. It you go to the YouTube home page, there's no mention of Google other than "Add youtube to your google homepage" (might be different in other localization though)
