The slapstick comedy Blades of Glory, starring Will Ferrell and Jon Heder as a dynamic men’s figure skating duo, may have received its fair share of bad press when it was released in 2007, but they sure got one thing right –well kind of. After Will Ferrell, playing as Chazz Michael Michaels, gets quoted referring to his teammate as a lifeless robot, he confidently responds,
“Alright, Mr. Smart Reporter, showing off. Figured out how to work the Google on the internet machine. Well, here’s a new quote for you, alright? Chazz Michaels and Jimmy MacElroy are figure skating. Boom!”
What I found funny was not only Michaels’ announcement of his new men’s figure skating partner, but also his fumbled allusion to Google and its
obvious equivalency with the internet in his mind. Understandably Michaels—and surely many other technologically naïve users—see the internet as the right and realm of Google—and why not?
There is no doubt of Google’s prominence on the web and one doesn’t need to know google.com is the most frequented site on the internet to appreciate that. Google has accomplished this feat by providing us with accessible search results that are clear and nicely sorted and that match—almost always—what we are looking for. Precision, relevance, speed and simplicity are all Google’s game, which it plays it quite well. Whether you are looking for recommendations on a new piece of technology or searching for how to prepare a Thanksgiving feast made entirely from fast-food: Google has got it.
At my full-time job teaching English, we are all Google fiends. I cannot imagine being without Google to find and access English teaching resources spread across the net. What’s more is that I quite commonly find faults in my English grammar and vocabulary (yikes!) and have no other choice than to google it. Sure we have dictionaries and grammar reference books sitting on the shelves above us, and of course the indispensible Teacher James, who writes English grammar articles for Apartment Living’s sister publication Education, but these are finite resources and they can only provide me with so much: Google, on the other hand, is seemingly infinite.
No doubt the creators of Google, Larry Page and Sergey Brin, saw this themselves when, in 1997, they gave their search engine the name: Google. Termed after the word googol, the equivalent to 10100 or the number one followed by one hundred zeroes (no, I’m not going to write it here), it’s clear that they wanted to express how large the web could be, and that they were on a mission to organize it. In reality, a googol is a slight overestimation of the web’s breadth, as the real size of Google’s index is around 21.67 billion pages—a fraction of a googol so small that I don’t care to express it here. Let’s just say we’ve still got a lot of room before Google hits the googol mark.
Mathematics aside, Google’s rise to ubiquity and its maintaining of that top-tier position has a lot more to do with its ability to diversify than with its ability to provide search results. I’m not saying that search queries like: ‘difference between jam jello jelly’ or ‘top speed of camel’ then cross-referencing that with ‘top speed of buffalo’ are not important or uncommon—especially in my office; I work with Brits, what can I say?—but rather searching is just one facet in Google’s arsenal.
Since 2000, Google has either developed technologies in-house or bought them outright to supplement its search engine and to extrapolate off of it. Today additions include, Google: Images, Groups, News, Books, Blogger, Maps, Earth, Desktop, Scholar, Reader, Docs, Finance, Calendar, Checkout, Code, Sites, Apps, Chrome, Picasa and, of course, Gmail, to name a few. While new features are added all the time to these services in Google Labs, the biggest changes have come in the form of acquisitions. Over the course of a four-year period from Oct. 2003- Oct. 2007, Google acquired 43 different companies, including one big-boy you might have heard of: YouTube. All in all, Google has spent billions on acquisitions, which it then rebrands into Google products.
You might be asking: Where does Google get all this money to finance these acquisitions? And how can Google afford to give away all of their services for free? Excellent question; simple answer. Contrary to what you may think, Google is not in the business of search; you aren’t paying a nickel every time you google something. Certainly enterprise products don’t account for all of it, so where does the revenue come from? Oh yeah, what about advertising. You’ve got it; 99% of Google’s revenue comes from advertising. Google is an advertising company and a mighty successful one at that, raking in $22 billion just last year. So it seems that they develop great software—then just give it away. In return, they gain people’s trust and reputation, and presumably their clicks.
When Google expands its software base or improves upon existing modules, advertising must concurrently be expanded to maintain this juggernaut growth. Ads on YouTube videos are slowly becoming more invasive; your Gmail is scanned for keywords to display more relevant ads; and Google’s largest acquisition at $3.1 billion, DoubleClick, is devoted to studying your every move on the net. What you search for, what you click on and where you go—it’s all tracked and leveraged to improve Google’s advertising ability.
The point is, when it comes down to it, Google has to make money—that’s the bottom line. Similar to how we have given our trust and the management of our countries’ lifeblood to banks, which provide a service and turn a profit without actually creating anything of value; Google can be thought of as an overpaid nanny, whose ability to organize the web in a clean and tidy manner has encouraged us to perpetuate its dominance and its growth. Opponents of big-business argue that Google’s massive accumulation of digital information—and hence control—may prove to be disastrous. This is especially worrisome if you consider that Google’s heavy-hitters: Google Search, YouTube and Picasa don’t really create anything of value: we do. The only thing Google is doing is exhibiting documents, videos and pictures that we the users have produced!
Luckily though, Google does seem to have, at its heart, a streak of altruism—its corporate motto simply states: “Don’t be evil.” We can only hope this holds true as Google is slated to deliver its Chrome OS next year and has already entered the mobile phone market with its Android OS; two more vital additions to the ever-growing Google Machine—and if you don’t believe anything that I’ve said: just google it.
in turn produced a lighter and more elegant knife, which featured two blades (one small, one large), an awl, a can-opener, screwdriver and corkscrew. When it hit the market it was an instant success and with its popularity booming in Switzerland, other countries caught wind of the new device and sent in orders to have them shipped abroad. With new finances, came new features. Successive iterations of the device introduced new tools like the wood-saw, scissors and bottle-opener. Eventually, both a toothpick and tweezers were added, along with a metal-saw and metal-file, Phillips screwdriver, and such important features as a fish-scaler with hook-disgorger.
Enter: netbooks. Not only do they fulfill all of the requirements as stated above and being more affordable at the same time, but they also, due to their booming popularity (35 million units are expected to be sold in 2009) have many new features in the works. While these new features probably won’t exist in the form of a bottle-opener, toothpick or hook-disgorger; you can expect to see features like instant-on based on ARM technology, which allow your computer to boot in a few seconds; detachable screens that allow for easy reading of things like e-books; and of course, ever-increasing battery life, ever-decreasing size and a large selection of open-source operating systems to connect to the 