I had a good call today with Dennis Woodside, who runs North American Sales for Google, and Susan Wojcicki, who runs products. Both are long timers at Google, Susan is pretty much a llfer – she joined in 1999.
Both are joining me on stage at the CM Summit next month, a first for Google to have ad products and sales represented in one onstage interview. We had a great catchup and prep for the conversation, which I think will be enlightening.
After we hung up, I contemplated my earlier posts about Google’s brand, and realized I had forgotten to talk to them about one question that’s lingered in my mind for some time. In essence, it’s this: “What is Google’s brand to you? To your customers?” Then I imagined their response – something along the lines of “our mission hasn’t changed – we’re still focused on organizing the world’s information, and making it universally accessible.”
True – that mission certainly covers most of what Google does today (though it’s a mouthful for the average consumer to grok). But then something struck me – and its name was Apple.
Allow me to explain. Earlier in the day I was in the offices of Adobe, meeting with various folks and talking business. Apple was very much on everyone’s minds given Adobe had just launched its “We (Heart) Apple” and “We (Heart) Open” campaign (see my post here).
All this was stewing in my head as I contemplated Google’s mission on the drive home. And it struck me – Google was born back in the late 1990s, when it seemed inevitable that everything – all the world’s knowledge – was going to be on the web, eventually. It was just presumed that the web would swallow the world – and for ten years, it largely did.
But in the past year, that world has fractured, and increasingly, a new planet has emerged, one that is best represented by Apple. It’s the Planet of the Apps, and while it’s rich in experience, data, and information, it’s largely sealed off from Google’s (or anyone else’s) search spiders.
This is another way of pointing out what folks have called the SplinterNet or the Fractured Web, but somehow, I found it rather poignant to think that Google’s ambitious mission is, in a very real sense, threatened by Apple’s approach to the world. No longer can we assume that “The Web is the World” – because increasingly, it’s not.
This is due, in part, to Google’s own ambition – had it stayed a pencil – just search – Apple probably would not see the company as a threat. I wondered to myself, as I drove home from San Jose, whether Apple would let a third party search engine, one that was not competing for mobile, location, commerce, media access, etc – crawl its App World and bring it out into the light?
I’m starting a dialog with folks from Apple on Friday. I’ll ask. I’m guessing the answer is no, but it’s worth a shot. One can dream, after all. I’ve been doing just that for 25 years in this industry, and I’m not going to stop now.