Scenario 1: In search for Information dominance (Circa 2008)

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The search for Information Excellence

Scenario by Paul N


Everyone by now has heard Google's success story. Whether a friend has mentioned it to you or you have read it on webblogs, web articles or did a case study regarding this topic, it is all known to us. While on most computers Google is dominating the startpage, most people do not realize that there is a possibility Google is storing information for their future benefits. It could be compared to the "free discount" shopping cards that supermarkets (in Holland) distribute to their customers. With slogan's such as "Get your discount now!" customers are being lured for marketing purposes (If you think they only do it for your benefits only, you are being naive!). Information regarding whether you buy discounted products, cheese, onions, milk or whatever are being stored in to your profile. In my opinion, this could easily be done as well by storing keywords, online shopping habits, or websites you visit often.

The scenario is describing a situation where Google is using the gathered information to become an even more dominant force on the Internet than it is now.

Google Timeframes

=== [2006 - Free, Free, *Cough* Beta] ===

Google Tools

As we all know Google offers its services for free through their portal website. Applications such as Google Video, Earth, Images, Froogle, GMail and search engine has already attracted a lot of users who are in search of useful tools without paying licensing fees. Most of these tools have been launched by emphasizing that it is still in its "beta" stage. Beta means that an application is "mostly working" but not yet finalized and therefore still under construction and still being tested for bugs.

When we look at the current list of applications that can be found on the Internet , there is a lot of choice. Websites such as, and all offer a listing of applications that are shareware or freeware but when it comes down to functionality all the applications do the same. From our point of view, Google has copied their ideas to incorporate their own applications into their website but they have two advantages. First, they have lowered their threshold towards their applications by presenting it clear, free of advertisements and ease of installing. Secondly, they offer their services for free and for anyone who wants to have a go with it. Most users are very pleased by the functionality and are willing to use it more often.
In 2006 Google will roll out many more (web)applications, already a book search has been launched and also a Questions and Answers web application. By this Google is attracting a base of enthuastic beta testers.

Sky's the limit or not?

"With great proud, we would like to announce our strategic collaboration for the coming 5 years!" says San Francisco's mayor Gavin Newsom before shaking the hands of Erik Schmidt (CEO, Google) and Garry Betty(CEO, Earthlink). After winning the bid to provide the city of San Fransisco with free (or low cost) wireless Internet, Google and Earthlink immediately took action by equipting skyscrapers with high range WiMAX base stations. Blogs already are referring to the Golden Gate WiX and within months the San Fransisco Wireless Network is operational for its inhabitants. Seeing the fast implementation and working status of the WiFi network, other major cities in the US are asking Google to research the possibility to also provide them with wireless Internet access. Ex-Googlists confirm that a new strategic plan has been drawn providing cities with over 500,000 inhabitants with free Internet.

[2007 - Finalizing the Beta]


After attracting so many users who are thrilled to work with the free-of-charge applications, the Google Management decides it is time to exit the beta stage and announces that applications are ready for commercial usage. Since the introduction of services such as Gmail (With over a billion active users worldwide) Google decides to ask for a small contribution of one single buck. By introducing the "Buck (Book) your way to information" strategy, Google slightly forces its loyal users to contribute to their new direction. Since most Google applications have been linked towards a G-Mail account and have been used for archiving, e-mailing purposes most customers are willing to pay the one dollar to keep their account active.
Besides the financial prospectives that it offers to Google, the California based company also knows who are willing to pay for webservices. While more and more people are using Google applications and search engine, Google stores information like key words, location, profiles, e-mail and much more. Without the consumer knowing of it.

Mission Impossible: Wireless States of America

"Yessss, there we have the Google page!" says John Kahikina Akakaan, an 29 year's old enthusiastic Google engineer when seeing the Google Portal website on Hawaii. After introducing the highly successful, free and wireless Internet access to the population of San Fransisco, more cities in the United States are falling for the bids Google has made to provide them with wireless Internet. Before the end of 2007, Google Inc. has succeeded in what most Internet experts believe was a mission impossible; wireless internet for every state. With this new achievement, which rocketed Google stocks up to $611,39 per share, the traditional telephone companies suffer from high losses. Voice-over-IP has become the standard in every household or new mobile phone and the telco's are losing the fight against Google *Knock Out*.

[2008 - Reaching information dominance]

Information Overload

The time has come to take over the leading position of market research giants such as AC Nielsen and NPD group. While the market research companies are still focussing on trend prediction and sales of products in stores on national and international level, Google has the edge in providing interested companies with very detailed information about future customers. By keeping record of profiles of every customer, purchases, shopping habits, e-mail traffic, downloads, every single step of its customers has been analyzed by the Google Magnifier. This internal information optimization tool has been developed after hiring the brightests minds in the field of (information) algorithms. Smaller market research companies are the first casualties in Google's search for information dominance. With now over 400,000 computers worldwide acting together as a Grid, Google's sheer processing power and huge storage capacity for storing any information has become superior towards the smaller competitors. With data that exceeds over 10 years but so specific on any customer, Google is no match for small and medium size research businesses. Competition in 2008 has been brought back to Google versus companies that have established themselves on reputation and relationship between management.

Google's new magic word will be location based services. With the introduction of new mobiles combined with GPS, consumers get advertisements and information based on their location. Whether they are in the train, bus or standing in front of a shopping window, all provided information will be targeted to the consumers profile. Google knows what food you have ordered the past month, products bought through websites and will provide specified information that suits their needs. Companies in the late 2008 will see this opportunity and will spend a huge amount of their (marketing) budget to acquire this detailed information.

Google Positioning System

"I just received the ad for a free gift, Frank!" shouts an overexcited Google engineer while standing in front of the Sainsbury's supermarket in downtown London. After the highly profitable "Buck" strategy and investment in the European Galileo Positioning System project, Google has become one of the main shareholders of the 4 billion dollar project. Since EU has been struck by budgetting shortages, the European commision has decided to accept Google's investment in this high cost project. Experts publicly have spoken of their concerns of Google's interference and cynically changed the name to Google Positioning System. Besides the huge investments in the Galileo network, Google has started providing West-Europe with its wireless Internet services as well. By collaborating with industry giants like the Royal KPN N.V., British Telecom and Deutsche Telekom, providing expertise in WiFi networks, Google establised itself as a mayor player in Europe.

[2009 - One plus One is Two]

The year 2009 is the year where Google has been looking forward to. With heavy investments in wireless internet and collecting huge amounts of data on their servers, Google prepares its final step to checkmate every advertisement agency worldwide. While the boundaries between privacy and advertisement has faded, Google adapts its adsense algorithms for mobiles and MDA's. After the huge losses and lay off's in the telecommunication section during 2008, the vast majority of the consumer's has switched over to making calls through the Media Over IP protocol. With consumers having more available bandwidth for calls, video on demand and Internet, Google analysts see that their users are making use of the Google search engines everywhere. Consumers use their mobile devices in stores to find out if the price could be found elsewhere less expensive or use it for finding the nearest Starbuck's.
Since Google has participated in to the Galileo network, WiFi for every city and information gathering, Google announces that advertisements will be send through there wireless network. Since more people have been using this network for free Internet and have been dependable on it, they silently agree on taking it for granted. While critics say that Google's strategy has become too aggressive, Google immediately hits back by saying that anyone who does not agree should find a different Internet provider. The personalized advertisements are popping up everywhere; bookstores, music stores, restaurants and much more have been submitting their discounts, pricelists for coming months, etc to Google's adSENSE program. Consumers on the otherhand, receive discounts on their mobile devices while standing in front of the stores. Because Google has become the most popular search engine on the Internet and stored all information flowing through their applications, most advertisements are relevant to the receiver.

On demand ads or rather not?

"Waaaahh! Ten percent discount on the new album of Bon Jovi!" screams 19 year's old Anushri to her friend while bypassing the newly opened Virgin megastore in New Delhi. Every company, that takes itselves serious, has some sort of a partnership with Google. Not only by submitting their deals to them but also buying information from them. In 2009, Google has set the standards; having a bachelor in information gathering, receiving the masters in wireless excellence and a Ph.D in advertisements strategy. The final step will be the Doctor's degree when dominating everyones life... I sincerely hope not!

Driving Forces