So What Exactly is Google Searching to do?

In SEO, The Digital Marketing Blog by EloiLeave a Comment

If you look closely, you’ll probably understand what Google is searching to do with their not-so-secret plans to get into the telecoms ad wireless industry.

At the moment, by controlling the way contents are ranked, [tag]Google[/tag] decides which information is relevant, effectively acting as a supra-regulator for the medium. Now imagine Google controlled a [tag]telecom[/tag] company on top of the internet; all they would need to become an international media conglomerate would be to buy a studio like Pixar or Dreamworks (when they were in their first year and still rough diamonds). They would then control the entire media production process from initial concept through production to delivery and measurement. And that conglomerate would scare me even more than Murdoch’s Sky network which also controls the whole production process.

Hide your business plan like a treasure… via flickr


The first battle for open [tag]wireless spectrum[/tag] was won by Google, which managed to convince the [tag]FCC[/tag] that ‘maybe’ it would be a good idea to open up the spectrum in the USA. This would of course favour the US consumer who does not currently benefit from the same quality of broadband infrastructure as we do in the UK (where we have given up the spectrum scarcity argument a long time ago). Furthermore, this new opening of the spectrum will allow Google to finally develop their (not so) secret plans for the [tag]GPhone[/tag].

Developing the Gphone and owning the communication infrastructure would allow Google to become leaders in two out of five of the big media: telecoms and internet. Effectively, they will then be leaders in digital information provision, whether on the computer or on the phone.


Cinema offers more possibility than TV and radio given that nowadays anyone with a decent budget can make a film. I can foresee Google purchasing a small cinema studio –like Steve Jobs when he purchased Pixar back in the day. This would probably not require Google any investment other than money, and would make it very easy to come up with original, user generated content which could form the basis for scenarios.


Now imagine people still read newspapers in 10 years. If Google has a monopoly over the access to information, they could start their own newspaper… Providing personalised information to your door every morning would be easy given that by then they will know what people want for breakfast on a monday morning, and what they want to read at 6 o’clock after work.

They have the information, they have printers…

Broadcast Media

From an information management and media point of view, I have decided to regroup TV and radio when talking about the big 5 media due to their common broadcasting nature. However, I still do not know how Google could penetrate the broadcast market, given the emphasis of their product is on the individual, personalised delivery of informational contents. Starting a information channel would be a first step I guess… But they would need a twist

In trying to argue that it was still worth investing, I was putting forward the argument that in the future Google will attempt to become an international [tag]media conglomerate[/tag] resembling the traditional ones but still keeping the bits that make Google, well, googletastic. The convergence of technologies allows Google to expand their services in ways that were not imaginable in 1997.


  1. The content now is what scares me. If Google had a Dreamworks and could see an interest in a topic they might see the investment potential in funding the kinds of series HBO does so well (Rescue Me, Shiled, Sopranos, Six Feet Under) and pay writers to develop stories and characters rather then more of the same unscripted reality shows.

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