It seems that Google, despite hitting tiny bumps in the road, is on a path to continued success. The economic downturn does not change the fact that the model they have created for transforming the way people search and find information is revolutionary. And it doesn't seem to be going anywhere. Though the company is only making most of its money from the basic Google search, its still bringing in $4.2 billion (!!!) in profits. And 70% of Internet searches are done through Google.
To address the two potential, thorough extremely unlikely, problems that I see Google facing in the future, I like to think of Google as a government or as a balloon.
If Google were a government, it would be a utopian democracy, ruling over the world but allowing immense freedom and equal access to information. I can't credit myself with this characterization, as it was addressed in Auletta's article. 'Page and Brin 'are utopians who believe deeply that 'if people have better information they will live better lives. They are technological optimists in the sense of saying, 'Let's produce this technology and things will work out'", he writes.
So the government of Google believes in this grand bargain with the people. Its a genuine belief that their government will actually improve the world. Google provides stellar, pinpoint accurate information to its users in exchange for increasingly detailed data on their activities and lives. So far millions are satisfied with this sacrifice of anonymity. But think for a second that "we" (the masses) are ignorant of our constant full disclosure of information. We just search and search and search, not thinking of the implications of what we share. This is where Google may face a problem. Let's assume that most of us really don't know Google keeps all this information on us. All of a sudden, everyone gets wind of this process and instant outrage occurs. Everyone suddenly becomes a libertarian advocating for privacy and separation from the government of Google. The grand bargain becomes a nightmare. Subsequently a populist based coup d 'etat happens. Google loses its luster, as millions either defect from it or force it to tailor or stop its information collecting practices. Google's pinpoint accuracy disappears, as it is not able to access information it previously used to provide its exemplary, comprehensive service. Revenues and profits fall and Google is in deep trouble.
Far-fetched, I know.
The second, less concrete, and more psychological possibility looks at Google as a balloon. Its rapid expansion makes it bigger and bigger as it fills with air (i.e. ego/power/scope) and it finally pops. It contents disperse everywhere, leaving only a mess in its wake. Again, very unlikely to happen, as Google seems to counter its rapid expansion with sustained temperance.
Note: In the interest of full disclosure, I Googled three times in order to get definitions and clarifications before I published this post. Ha!
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