
I took a fresh look at the variety of tools and services
Google now offers: news, maps, email, IM, calendar, in addition to the 19 different flavors of search they offer, and it's not clear there is a grand master plan behind all of this, but they're smart folks, so lets give them the benefit of the doubt and assume there is. However, what is clear is that Google has yet to figure out how to integrate the puzzle pieces into a complete picture. What do I take as evidence of this? Their homepage.
Their homepage is beautiful in its simplicity, but in what they gain in simplicity, they lose in promotional opportunities. Their homepage is all about the box, as it should be: that's a multi-billion dollar box centered above the fold, and it's clear that nothing should distract from it. The opportunity costs are simply too high, and none of their complimentary services comes close to competing with the cash cow that is the box.
So among all the services and products Google now offers, how do they decide what to put on their homepage? As an outsider, I can only speculate, but I do so by considering 1) What they've actually put there, their mission statement, and their sources of revenue. In reviewing these three, I've come up with the following criteria:
1. High revenue and profit potential
2. Directly related to their mission statement to organize the world's information and make it universally accessible.
3. User demand.
If you look at the 5 text links (excluding "more") placed directly above their search box, they all fit neatly into two or more of the above.
1. Images: Google first launched image search in the summer of 2001, and is second only to web search in the number of queries submitted. Meets requirements 1 & 2.
2. Groups: The new Google groups leverages what they began in 2001 of integrating the huge volume of data in the Internet's largest Usenet archive into a searchable format. You can search and read more than 1 billion postings in the Usenet archive, and create your own groups, mailing lists, and email newsletters. Meets requirements 2 & 3.
3. News: Google news launched in beta in September 2002, and came out-of-beta on January 23, 2006. They currently do not monetize news with ads, but I expect this will come eventually. Meets requirements 2 & 3 above.
4. Froogle: Google currently monetizes Froogle with sponsored links, but with the recent launch of Google Checkout, this could get interesting. The internet company that can dominate online search, shopping, and advertising wins. Google already dominates search and search advertising, and with recent enhancements to Adwords (image & video), they have a chance at dominating display advertising as well. I doubt that Google can dominate e-commerce - that's Amazon's domain, and what Amazon does is just too difficult to do and requires an infrastructure that Google would never invest in. However, Google Checkout is a huge threat to eBay, as eBay is simply a venue for sellers and consumers to exchange goods, which is a much simpler space to enter. If Google enable buyers to directly buy from sellers on Froogle using their Check-out, you could see a mass exodus of sellers from eBay to Froogle. That's a big if, and Google needs to figure out how to make the economics better for sellers than it is for eBay. I'll be watching and reporting on this closely as it unfolds. Meets requirements 1, 2, and 3.
5. Google Maps: Google maps is just too cool and even if they never monetize it, it's a feature that deserves space on their homepage. Meets requirements 2 & 3 above.
Adding in G-mail and calendars, it's easy to imaging Google redesigning their home page by a robust integration of these features into a portal-esque page that is completely personalized. Google's homepage could become the ultimate gateway into the internet, and could unseed Yahoo! as the #1 internet destination. As it is, they remain a slave to the box, and there is too much real estate they are foregoing to maintain this simplicity. Perhaps they are still waiting to create all the pieces of the puzzle, and then one day like magic they'll put all of this together and offer us a homepage worthy and reflective of the products and services they offer.
What will that puzzle look like when it's complete?