Sphinn - Deconstructing Google: After The Google Breakup

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Deconstructing Google: After The Google Breakup

Went Hot: December 31, 2007 - 9:13 am
Posted By: dannysullivan 285 days ago
Topic Type: News Story (Jump to http://searchengineland.com)
Category: Google Other

I thought it would be interesting to picture how Google might look if a combination of new and existing anti-trust laws forced the company to breakup.

13 Comments

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from rishilakhani 285 days ago #

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"At its core was Cloud Office, the Microsoft Office-rival that Google had long denied building but nonetheless developed along the way."

I wish it would come sooner.

Lol. some serious thoughts here Danny! I would sphinn it twice if I could!

from jimhedger 285 days ago #

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Amazing story Danny. Thanks for the great read and best to you next year.

from Kalena 285 days ago #

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Ouch! I bet this hits a little too close to the bone for some at the Googleplex. A scenario similar to this could very well play out in the next 18 months.

from johnandrews 285 days ago #

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Danny I think you overlooked the importance of email as a binding data set. All these other apps may just be filler for the BigProject, which ties everyone together via GMail. An anti-trust attack could be deferred by reference to that rand Scheme... everything is an add-on to the AOL-style Google Universe the user stays within in order to be safe / productive/ cost-effective/ connected/ informed/ tuned-in /documented while working/living with the net.

In order of importance to TheGoogle:

TheBrand (Google is Good)
Personalization (Google users, not Internet users)
commerce (ads and more, as close to the transaction as possible)

from Kalena 285 days ago #

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Hey Danny, it might be due to the chardonnay in my hand, but I can't find your previous chapters on this in SEL. Can you please provide the links? Ta

from rishilakhani 284 days ago #

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@Kalena - I may be wrong here - but the whole thing, including the title is fictional - its meant to look like its part of a series, but its actually a self standing article. The only supproting and somewhat related posts by Danny are:
Google: Master Of Closing The Loop?

Open Letter To Senators Hatch & Kohl About Google-DoubleClick

He highlights both in the footnote - there are a couple of others referenced, but these arent directly related.

(p.s - I hope I am right!)

from dannysullivan 284 days ago #

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John, yeah, I kind of fudged on the what happens to Gmail / the entire social thing. But totally agree, email is a binding thing -- http://searchengineland.com/071230-104658.php touches on this more.

Kalena, there are no other chapters. I probably should have made it clearer in the author's note. I was imagining a book on the topic, with this being one of the chapters taken from it. No more energy to write the entire fictional book! Plus, since I'm not versed in anti-trust law, I figured I'd skip past the "how" of the breakup and more into the post breakup look.

from WaterGuy 284 days ago #

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Excellent story. When can we see the movie?

Happy New Year!

from Kalena 284 days ago #

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@ Rishi and Danny - Ah! That explains it. I blogged about it on SPN so just wanted to get my facts straight. Thanks

from IncrediBILL 284 days ago #

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It almost sounds like Danny's hinting for the government to make him a new job probably as the first chairperson of the "Search Commerce Commission".

from mantari 284 days ago #

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I recently read about the new location-based (local) internet services that will be coming when Internet services are centered around mobile computing an GPS. Google is going to be a monster in that space (and a 'google local' should be one of the post-breakup entities). But the upcoming Google + Doubleclick merger is what is going to shut out most of the competition when it comes to delivering local advertising.

from leadegroot 284 days ago #

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Its an interesting hypothetical.Can't come soon enough, if you ask me.It would be interesting to see if the company would move offshore, rather than breakup, though :)

from Kalena 281 days ago #

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You're prob right Lea. Just like they avoid tax by paying Aussie AdSense accounts from Google Ireland.