google's next step

I'm increasingly curious to see where the new old management wants to take Google. Google's core business, Search, is now over a decade old. The concept that supposedly was behind Google's efforts to grow beyond search is the notion of doing everything on the web, 'in the cloud', so to speak. Instead of purchasing specific pieces of software to run on specific pieces of hardware, our data would be accessible everywhere for whatever we wanted to do with it. Users of Google products would provide their personal information for currency rather than paying money for products. After all, Google's core innovation is that they're not a tech company per se, but are rather an advertising company.

Facebook, a closed social network with similar monetization challenges as an advertiser, and Apple, a closed hardware vendor left for dead, have both grown faster than Google over the past few years.The classic knock on Microsoft is that they haven't developed growth strategies beyond Windows and Office. But the thing is, that's at least two products, with the Xbox business looking increasingly relevant, too.

Google's second big thing, their Office suite to the core Windows portfolio of Search, is Android and Chromium; at least, that's what Google has invested heavily in advancing. They've talked incessantly about the superiority of the cloud, of not making dedicated software for dedicated hardware. But now that these operating systems are out in the wild, actually being used by actual customers and developers, Google confronts a strategic landscape looking an awful lot more similar to the one Apple has spent the past few years hammering into consumer heads, not to mention other vendors making their own software, like RIM, HP/Web OS, and Microsoft/Nokia.

Far from being open, Google has been making explicit decisions to exclude support for certain standards in Chromium. And far from dismissing apps as being irrelevant to the web-based life, Android is being pushed for phones and tablets precisely via vehicles that emphasize specialized software separate from the browser. Or to say it differently, what's the point of Android Market in a world where computing happens in the browser, not independent applications!?!

'There's an App for that' has worked so effectively for Apple that even people in disputes with Apple over the future development of the business model use Apple's framework for computing. Specifically, Time announced they were releasing a special Android app for their Sports Illustrated subscribers. Now, the marketing folks may love that, because superficially, it's a public spat. Look, we have apps Apple doesn't.

But here's the scary question for Google strategy folks. Is that the message you want people to hear? That apps, not the browser, is the future? That Android is valuable because of the software developers provide outside the web, not because of its integration with the web?

I never dreamed Apple's digital hub strategy would have been this successful at redefining the computing landscape. It continues to surprise me how deeply the iPhone and now iPad are burrowing into our collective awareness; virtually every smartphone and tablet now looks and feels like Apple's products. I'm beginning to wonder if Google really has an alternative strategy in mind at all, or if they do, why they're having such difficulty communicating it to their partners.

Does this video still describe corporate strategy at Google in the post Eric Schmidt era? It will be an interesting year.