There is always a clamor about looming "killers" but rarely do they execute. For example, we're all waiting for the Windows killer, the iPhone killer, and the Google killer but we haven't seen anything quite making the grade just yet. While Google may not be sleeping with the lights on and nervously bracing for its killer to pounce, there has been a lot more buzz (no pun intended) lately about Google needing to diversify to protect themselves in a dying market: search.

Fortune recently ran a feature about this very topic among a number of other news sources but none clearly indicated that they were aware of Google's latest twist on what the articles called a dying application. I have always been fascinated by search engines and their ability to give me just what I'm looking for in a fraction of a second. Not only is all of the information on the web indexed but it can be queried to a remote server, searched, and returned in under a second. It's impossible, even with magic. To top it off, Google has lead the way for over a decade with its simplistic approach and has never let the adoption of new products, services, and innovations get in the way of their aesthetically simple easy to use interfaces. So when the naysayers talk about search dying, and Google being at risk, what's Google's answer? More straightforward, simple, innovation to lead the way.

While Google has attempted to diversify (see AdMob, Doubleclick, YouTube, Picasa, Google phones, etc.) the majority of their profits are derived from their search prowess and the associated ad revenue. It doesn't appear the Google is ready to jump ship on search quite yet. With the additional functionality of the new Instant application, they can serve up 7 times the results and therefore, potentially, can increase ad exposure and turnover substantially. Furthermore, they have proven themselves once again as innovators and certainly the best at what they do, leaving competitors only to play catch up while maintaining their hold on the market. Bringing similar functionality to phone applications will also help them to further secure their stance as the leader in search.

There is definitely not a Google killer in site. Is Google dying? I don't think so. Is their growth in the search arena slowing? Yes, probably, but whose isn't? Google can breathe easy for now, but I think they will need to continue diversifying and testing their mettle in other markets. I am certainly interested to see what areas they branch into in the next few years.
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David Pastore

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