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

In search of Information dominance

Everyone by now has heard Google's success story. Whether a friend has mentioned it to you or you have read it on weblogs, web atricles 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 supermarkets (at least in Holland) distribute to their customers. With slogan's such as "Get your discount now!" customers ar e being lured because of marketing purposes. 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 net then it is now.

=== 2005-2006 Combining the best of industries===

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 has 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 zdnet.com, tucows.com and download.com 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 my 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.

2006-2007 Finalizing the Beta

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 gmail 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.

2007-2008 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. Where the market research companies still focus on sales of products of stores on national and international level, Google has the edge in providing interested companies with information regarding (potential)customers per sector and industry. By keeping record of profiles of every customers, their spending, their shopping habits, their e-mail traffic, application downloads, every single step of its customers has been analized by the Google magnifier. Smaller market research companies are being swallowed by Google's datawarehouse with data that exceeds the 10 years. 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.

At the beginning of 2009 Google has reached one of its goals, which is dominating the world of information. With information specific linked to its customers, they have become the market leader in market research to multinationals and smaller businesses.

Driving Forces

• Market Research - Understanding the future customer
• Storage capacity and sheer processing power