When it comes to the internet, there is nobody bigger then Google in terms of searching, tools, advertising, just about everything. While Google is already the dominant search engine for individuals searching from home, they are now in the process of trying to become the dominant search engine for mobile searching as well.
In order for Google to obtain the dominance in the mobile search engine market, as they desire, they are going to have to go up against Apple, who is already a major player in the market. Google has tried to improve their position in the mobile search marketplace by purchasing AdMob and Teracent. Google is investing a lot of money in this drive to be number one in the mobile search market, but the justification is the increased ad revenues if they are successful.
Apple is also looking to improve their position in the mobile search market. With the recent acquisition of Quattro, Apple is saying to Google that they are willing to go head to head with them to compete for the growing mobile search market. Apple has a lot of ground to make up though because of the familiarity most users have with Google.
Google’s dominance in the search engine market has forced their competition to reconsider how to compete with the search engine giant. Many competing search engines are now beginning to think outside the box when it comes to dealing with the Google issue. For example, Apple and Microsoft are now considering teaming up together, with the iPhone using Microsoft’s Bing as its primary search engine. It is unknown if these discussions will eventually lead to a collaboration by these two competitors, and even if it does lead to a collaboration, the impact it will have on Google’s market share is unknown.
And with all the hype about who will get to be the search engine for the smart phone applications, the bottom line is that although Google may want to be there, with their current strong hold on the web and with the major social media sites, even if they lose in the smart phone market they will still remain a strong and active force on the web for years to come. The little steps being taken by Microsoft and Apple, may be taking a few dollars out of their pockets, but will remain relatively insignificant to the overall market.
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