Do you remember the early 1990’s? Do you remember the time we paid by the hour to chat on America Online? Do you remember life before Google?
It was a time before the Internet. It was a time our grandparents thought they were investing in a “soft toilette paper” company called Microsoft.
Then through the grapevine news traveled down to us common folk of a great businessman in the Seattle area; a man who created “Windows” and whom they called “Gates”.
Soon after we heard this mans name we began to hear his urban legends. We heard that he had single-handedly tricked Big Blue IBM into a near death sentence with the signing of an Operating System licensing deal.
Many of us did not understand what this all meant as we pounded away working on Lotus 123 with our Compaq 386 computers. Quickly the news traveled around the world and we all stood in awe as we watched Bill Gates build one of the most powerful companies in the world.
Not many of us really understood what was being built in Redmond, Washington but we knew they were only hiring the brightest minds from all best universities and anyone who was anyone wanted to work for them.
In just a few years the name Microsoft became common place and many of us were in the process of upgrading our 3.1 versions of Windows to 95. Many business news magazines were writing articles about how small startups were trying to compete against Microsoft only to realize their efforts were futile.
As we hit the middle of the decade NASDAQs top Silicon Valley companies started to take action creating ambitious alliances among each other and filing antitrust lawsuits in effort to stunt Microsoft’s growth.
It was a time when we all talked about America Online, Netscape, Apple and Sun Microsystems.
Let us now flash forward 10 years. In this weeks Economist a question is being asked, Is Google the new Microsoft?
It was less then a handful of years ago when many of us had no idea about this company called Google and now we have Bill Gates quoted as saying “too much power is concentrated in Google’s hands.”
We are all taking part in a new revolution, the Google Revolution. Microsoft is big, but many of us walk around saying at least once “That’s sweet, I got to go Google that!”
For many of us it’s as if we are watching history repeat itself. This time, all of the smartest geeks are rushing to work for Google who cant resist Google’s recruiting strategies such as posting billboards around Silicon Valley with messages such as “first 10-digit prime found in consecutive digits of e}.com”.
If you were smart enough to figure out the answer you would realize you had a URL to a Google run website where they were offering jobs.
As Microsoft in the 90’s, today Google has become such a dominating force “Microsoft and other big internet firms, including eBay, Amazon and Yahoo! are now said to be negotiating various alliances in order to provide a counterweight to the new behemoth”.
Really though, just how powerful is Google and should Microsoft really be worried?
In one hand you have two completely different companies. Microsoft is a creator of software that has tapped into nearly 90% of every computer user in the world. Google on the other hand is an Advertising broker utilizing a Search Engine platform.
The mistakes made by Microsoft. Anyone who has followed this area knows that with all the product launches Microsoft had made during the 1990’s they completely missed the boat when it came to the Internet.
Microsoft focused a lot of its energy competing with America Online. Quite frankly they should have won that war considering they already dominated the computer desktops. But they did not and today they are left with a third tier search engine called MSN.
Knowing the fact that Microsoft missed its opportunity to capture the Internet market early on, should we really believe Bill Gates is losing sleep over Google?
To start, if Google is planning on sticking around for the long haul, it must overcome one major issue which Microsoft has perfected since the 1970’s; locking in a large user base. I am stuck using Microsoft software unless someone comes out with a free knock off operating system.
Many people believe Google could create competing Microsoft Office products for word processing and spreadsheets. But for years the open source communities have been offering these software solutions free of charge and still Microsoft is dominating this area.
Microsoft may have missed the first round of the Internet Revolution, but we must give them credit for getting us locked in to their products. What can Google do to keep us locked into their products?
Currently, I could easily choose to use Yahoo over Google. There is no software for me to uninstall and there really is no new learning curve. But Google believes it has one ace up its sleeve.
In this week’s TelevisionWeek, there is an article about how Google has been working on developing a new television advertisement solution utilizing the same type of technology it currently uses for the Internet, Print and Radio. They believe they can custom tailor television adverts based upon who is watching the television.
The idea of Google providing me with targeted advertising via my TV is concerning. I’ve used their internet advertising technology, Adsense, for the past 3 years and the adverts are far from targeted.
Google will also have one major obstacle to overcome to achieve it dream of being the master broker of the world’s advertisements, the set-top box.
Cable and Satellite companies currently control the last leg of the network. It is their box that is plugged into my TV and they are the ones who provide me with my channel lineup and interface. Google would have to work out a deal with these providers in order to get their advertising software on this hardware.
If this is the direction Google is headed, Microsoft already has a leg up on them. They have had their hands in IP-TV and Set-Top boxes for years.
I could speculate on these companies all day long. At the end of the day I really will never know what the future holds. Back when I was trying to figure out how to pay off that first credit card I got in college because I spent 48 hours downloading software on my 14.4k modem I had no clue I would be doing things like Googling and Blogging.
But it is exciting to watch.