Monday, July 28, 2008

Google's next big challenge is ... Google.

While the world debates the long-anticipated launch of Cuil today, it's time to take a look at what Google's next challenge really is.

It's NOT Cuil.  It's not Microsoft.

It's in the mirror.

By any historical reference, Google has become a huge company in a very short period of time.

In the past few months, they've literally been firing on all cylinders.

They've entered radio, TV and print advertising.

Media buyers are completely at a loss (They don't tell 'the boss' that ... but they are).  Do they trust the (relatively new) Google Ad Planner product as it begins to migrate across ALL advertising sectors?

It's actually one of the best times in history for media buyers because the choice is extensive.  They just need to work through this 'new curve', and in the current economy, they need to do it quickly.

The unique culture at the company will be a difficult to maintain at this level and is a large part of their 'employee happiness and retention' program.

In the meantime, some of Google's strongest 'allies', including a few (not all) of the 'original' SEO crowd, are starting to take measured shots at the company.

It's just the beginning.

Microsoft's been dealing with this ever since their environment turned 'corporate'.  A LOT of tech advisors, consultants, and administrators literally trash Microsoft on a regular basis.  Some simply won't use anything they make. (A pretty difficult prospect at best in the enterprise right now).

Recent stats from a variety of companies have Google with 65-75% of search. 

When you reach the pinnacle, people are going to take shots at you.

Google has literally changed the landscape (and NUMEROUS industries), as Microsoft (and IBM before them) did.

It's not a coincidence that Google is growing it's NY staff (close to Madison Avenue and Wall Street) while others are scaling back,

Google's biggest challenge going forward is PR. 

How will they handle it?

That chapter will be written later this year and well into next year.  It could very well be one of the most difficult obstacles the company has ever faced.

Eric Schmidt has his hands full and nobody's really talking about it yet .... so I thought I would :)

Food for thought.
Enjoy the week all