Mobile Search: Google in Line for a Swift Treatment
May 4, 2015
In the Jack Black “Gulliver’s Travels,” the protagonist found himself tied down by little people. I love Swift’s words for the small ones: Lilliputians and Blefuscusians.
I would recommend the 1735 edition, but I know that the one or two readers of this blog prefer to consume their history via videos.
The article “Search Start Ups See Opening to Challenge Google in Mobile” is the child of an earlier blog post “Start-Ups Try to Challenge Google, at Least on Mobile Search.” Both write ups drive a single point:
The GOOG is big, clueless, and vulnerable.
The write up did not include an illustration of the comedian Jack Black, but I provided that to make clear how the New York Times perceive Mr. Google.
I learned:
Europe’s competition regulator filed antitrust charges against Google on the belief that the company’s search business had become so powerful that it was pretty much impossible to compete with.
Okay, “pretty much.” The thread knitting together the examples in the article is the notion of “deep links to connect mobile applications the way websites are linked on the web.” Oh, so that’s what a deep link is. I find that connecting applications is one function, and deep linking is another. But, hey, let’s not disrupt the flow of the Swiftian analysis.
I highlighted the names of the Lilliputians mentioned in the article:
- Quixery
- Reley
- URX
- Vurb
Why are start ups bedeviling the data hungry giant? The write up reports:
Mobile also has several special challenges for an entrenched player like Google. With its constellation of apps and competing operating systems, mobile is a highly fragmented universe, making it harder for one company to index all of the most relevant information the way Google has indexed the web. Also, the answer to many of the most common — and lucrative — queries is neatly structured inside popular applications like Yelp, the local directory service, making it easier to create focused search products that are unlikely to sink Google but could give it “a thousand tiny leaks,” said Jeremy Kressmann, an analyst at eMarketer who covers the search business.
Yep, an expert who is an analyst in eMarketing.
But Google, according to the write up, may not be a dead mobile search goose yet. The write up says:
The company’s biggest bets have been a voice-searching tool, along with Google Now, an application that tries to predict what users are looking for by showing a stack of cards with timely information, using cues like coming events in the user’s emails or recent activities on mobile apps and the web. Like her start-up competitors, Ms. Chennapragada is still unsure exactly what people want. “Google Now is such an early effort,” she said. “We’re still trying to figure it out.”
Poor Google. Just not able to “figure it out.”
My thought is that vendors with mobile search technology may want to pursue a slightly different path than one that pesters the Google. SRCH2, another mobile start up founded by a Xoogler, is focusing on providing a service to larger outfits that need a mobile search solution.
My hunch is that the opportunity to suggest that Google is a vulnerable giant was more important to the write up than fiddling around with deep links and looking beyond the names of outfits with pipelines to eMarketers.
Stephen E Arnold, May 4, 2015
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