signal, services, segments understanding google’s expanding content ecosystem
DESCRIPTION
A strategic review of Google's performance, platforms/products and projects, with competitive analysis, acquisitions analysis and recommendations for partnering and positioning.TRANSCRIPT
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Signal, Services, SegmentsUnderstanding Google’s Expanding Content Ecosystem
John Blossom, Shore Communications Inc.17 September 2014
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About Shore
● Content Marketing Strategists○ For publishing and content technology
products & services in enterprise and media markets
● We provide:○ Market research, intelligence & analysis○ Marketing strategy review and advice○ Go-to-market content and services
● Recognized:○ Twice-awarded EContent 100 Company ○ SIIA CODiE – Best Media Blog
shorecominc.com
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Google’s World
PerformancePlatformsPoliciesProjects
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Quantifying Google
Benchmarks of Google performance
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Google is the #1 global brand
● If there is a future worth having, people trust Google to deliver it
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Google is the #1 global search engine
● Rapid growth in developing nations will accelerate global market share
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Google is the #1 mobile platform
● Rapid growth in developing nations will accelerate global market share
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Google is the #1 computing platform
● Billions experience the Web mobile-first
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Google is the #1 Web platform
● Google Chrome dominant on PCs, #3 in mobile and rising
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Google is the #1 digital ad platform
● Maintaining a strong hold on revenue from context
Source: Statista
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Invested in the long run for success
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Invested in the long run for success
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Strong, but Stalled in the Short Run
Treading water as revenue streams shift slowly to new and broader sources and investors punish R&D, capex spends
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Strong, but Stalled in the Short Run
● Treading water as revenue streams shift slowly to new and broader sources
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What the top-line numbers tell us
● “Understand the world and make it more usable” works!● Google innovates rapidly, but being pushed into more and
larger acquisitions and R&D to sustain and grow markets● Mobile and Web revenue growth is restricted
○ Marketing solutions aren’t helping small businesses to grow fast enough to generate significant new revenues
○ Over-centralized social media and mainstream media restricting growth of quality content destinations
○ The Signal Economy is real, but infrastructure and services are still very immature
○ Regulatory pushback in large/developed markets● Best hopes focused on constant redefinition of markets
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Google vs. Competitors
● Apple: fading walled-garden position, Googlex-platform apps minimizedirect impact, a BMW in a Chevy world
● Microsoft: Huge investmentand restructuring to get backinto the game rapidly, strong brand growth and enterprise loyalty, but legacy and near-zero mobile share a huge challenge vs. Google
● Facebook: Stranglehold on mom, dad, small businesses and social marketers may loosen as Google attacks these, lack of sense-making for personal signals and Web content
● Amazon: Strengths are becoming weaknesses as Google’sdisjointed tools for business marketing & fulfillment mature
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Google Platforms 2014
Highlights and trends
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● Any device, any market● Signal-driven services● Openness that customers want● Fueling inter-platform services● Defines leading edge of
performance, innovation● Expanding premium content
offerings and mojo● Acquisitions and features pushing
into enterprise
The world according to Android
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Android: products for all markets
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Android: Not just for geeks and cheap
● Leading in specs and design○ Moto X rivals iPhone 6 for style and performance○ Nexus “X” (Fall launch) “spec killer”○ HTC One M8, HTC Nexus 9 Tablet (Fall)
● $100 Android One launched in India ● Flexible licensing strategy pays
○ Vendors mostly adopt Play Services○ Allowed to compete with own services○ “Pure” Android growing
■ Nexus/”Almost pure” models■ Google Play Editions■ “Silver”
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Android drives signal services
● Google Now predictive and voice-driven services (some appear in Notifications)
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Android & enterprises
● iOS 67% ent. share in Q214 vs. Android 32%● Samsung Knox MDM/EMM device management
integrated into base code● National security-cleared versions emerging● Acquisition of Divide for BYOD encryption and
work/personal contacts/content division● Google committed to fork of OpenSSL to address
Heartbleed exploits ● Google Drive Android apps provide more editing
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Android Wear
● Extends Android phone apps functionality● Voice commands/notifications/gestures focus● “At a glance” functionality
+ health sensors● Motorola, LG,
Samsung, Asus, more● Predictive services● Easy-to-customise features● All-day battery life? (varies)● Compatible with all Android 4.4+ phones
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Google Glass
● Full production availability for Explorer Edition● The only head-mounted full-function wearable -
but a niche market (new model expected)
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Is Google Glass a “fail”?
● The last “escapedproduct” fromSergey Brin?
● Extension of Cr-48 dev’t concept
● More apps!● The bleeding
edge “Corvette” tested system/apps for Android Wear “Impala”
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Android vs. iPhone
● iPhone 6 corners“iPhone but bigger”market
● Almost no featureinnovation, specsoften eclipsed by best Android devices
● Apple Pay debut is timed for 2015 rollout of smart bank cards in U.S., but Wallet does more
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Android Wear vs. Apple Watch
● Full apps run on Watch● 3 style levels● Early 2015 availability● Trying to do too much?● Works only with iPhones● Unknown battery life● DATED concept for
wearables compared toAndroid Wear
● Margin-building focus
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Android on the horizon
● Nexus X - “spec-killer” phone with 4K video● Nexus “9” - tablet w/optional keyboard● Android 5.0/”L” - enhanced battery life, ART
performance, Material design + multi-platform integration
● Android TV● Year-round new
products to buildmarket momentum
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Android TV - multiplatorm, multiplay
● Cross-content video search and curation● Emphasis on gameplay via phones/tablets/jstick● Chromecast integration ● Upcoming voice-command casting/auto-casting
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Android & Google Play services
● Near-equivalent content vs. competitors from audio, video publishers (can’t afford not to)
● Book publishers lag, but catching up slowly (Authors’ Guild suit impact diminished)
● Gamepublishers seex-platform &performanceopportunities
● Apps? #1
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● The dominant global Web experience● 64-bit across all platforms (V37)● Integrating Android Apps● Chrome OS growth● Mobile sensor APIs● Pushing graphics standards● Google Now integration● Android file system access● Chrome for Meetings● Edit Office Docs in Drive
The world according to Chrome
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● For all PCs, Android& Chrome OS
● Introduced in Version 37
● Enables better performance forgames, streaming, Native Client
● Enables Android apps embedding
Chrome 64-Bit = performance
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● Limited release (4 apps)
● Uses Native Clientsecure container
● APIs still developing● Keyboard or
touchscreen use● Available for secure offline use● Chrome as the universal OS? MSFT worried.
Android Apps on Chrome
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Chrome OS: More than niche
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● Early “it’s a joke” false analysis in media obscured growth as platform was refined
● Launches again and again with more and more platform partners
● Hits “can’t miss” price points● Touchscreen models● High battery performance● Truly viable offline use● Secure, zero-virus use● Wide enterprise use
Chrome OS extends Android playbook
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● Offline streaming support for video, audio● Multiple profile support● Google Now data cards integration,voice search● Android device downloads mountable via USB● Android-style on-screen touch keyboards● Android apps integration● More Web apps support (e.g., GoToMeeting)● More Web-based developers’ tools● New Chromebox models from ASUS, HP, Dell
Chrome OS grows features list
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● The gyro-sensitive, game-quality Web
Chrome - more graphics and sensors
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● Enterprise-grade streaming videoconferencing○ High-CPU Chromebox, remote, HD cam, speaker/mike○ Voice-activated and collaboration tools○ Compatible with many desktop/conference systems○ Starts at $999/room for hardware & service
Chromebox for Meetings
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● Heavily discounted, stripped models● Trial versions of antivirus, Office ● Launching at higher-than-Chromebook prices● Back-to-school
sales pushedback some ofChrome OS’2013 gains
● Enterprise salesremain strong
Windows 8 fights Chrome OS
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● Chrome’s pervasiveness on PCs may not translate to “ready for a Chromebook/box”
● Powerful, but Drive not yet a “killer” cloud app vs. Windows Office 365 as large enterprise standard
● Android integrationmakes enterprisesales much easier
● Mobile integrationemerging strength
● Web apps key
Will Chrome OS grow like Android?
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Chromecast: Pervasive cord-cutter
● 4+ million $35 units sold since 24 July 2013 launch● Now sold in 12+ countries● About 500 Chromecast-enabled apps, Drive streams● Right now it’s a Roku/Chromecast race for streams● Producers moving towards streaming over cable
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Nest: Sensing the home
● $3.2 billion buys a branding hedge, mostly● Aim is to have sensors and predictive services in
every room in the house● Product recalls, high pricing makes it a long-term bet
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Google+: The quiet social giant
● #2 network? stats “iffy”● Underused by marketers● Interest-based audiences● Android drives global use● Backing off author tags● Ahead of Facebook in
automated content curation, video + photos services● Google’s unbundled G+ services aped by Facebook
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Google Drive: x-platform, offline, APIs
●
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Gmail: More active + friendly
● Automated sorting of emails● More integration of media players,
Google+ profiles and content● Better ad context● Integration of data from emails into
Google Now data cards (e.g., shipping notifications)
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Google for Education: Classroom
● Automated sorting of emails● More integration of media players,
Google+ profiles and content● Better ad context● Integration of data from emails into
Google Now data cards (e.g., shipping notifications)
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Google Views: Curating Maps photos
●
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Google Fiber: Live and growing
● 1GB/s for $70/mo, 1.5MB free w/$300 install● Rollouts live in 3 cities, targeting 9 new metros● Already pressuring
cableco pricesdown
● FCC reviewingcompetitiveness ofISP marketplace
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Google and Amazon: Unfriendly giants
● Order fulfillment initiatives○ Shopping Express
(limited trial rollout)○ Google[x] drone delivery
tests in Australia● Streamlining, enhancing
support for small merchants and cloud services● Fizzling Fire phone and TV box sales offset by
media pricing leverage and YouTube-only originals
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Google Policy Trends
EU “Right to be forgotten”Net NeutralityPersonal identity and security
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Google and EU “Right to be forgotten”
● Expert panel implemented guidelines relatively rapidly, 91.000 requests for 328.000 link removals
● Doesn’t address commercial databases that have already scraped data into “dark” subscription sources
● Censorshipeasilybypassed
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Google and Net Neutrality
● U.S. Federal Communications received 1+ million comments on proposed Net Neutrality changes
● Google lobbied at first quietly for preserving “all-equal” access, then more prominently
● FCC likelyto expandneutralityprotections
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Google and personal data
● Secure HTTP and dual-factor authentication key tools for managing personal data securely
● Apple iCloud breach triggered late and incomplete dual-factor options, may have stifled iPhone launch
● Prioritizing search resultsfor HTTPS-secured sites
● But average person stilldoesn’t understand thedifferences well...
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Google Projects
Baseline Study health dataProject TangoAdvanced communications networksInteresting acquisitions
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Google Baseline Study: small, huge
● Intense digital health data collection from 175 subjects● Using a variety of sensors
○ May include experimental contact lens for diabetes data
● Goal is to verify clinicalvalue of intense healthmonitoring
● May define key servicesand standards
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Project Tango: 3D imaging for mobile
● Development prototype devices that scan spaces into 3D data models in realtime
● Applicable to mapping databases, motion-triggered apps and services, games, augmented reality
● New sensors promise3D data via one lens
● May surface in production productsas early as 2015
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Project Ara: Production Prowess
● Modular mobile phone chassis
● 3D-printable components
● Tailored production for modules and standard chassis
● 2015 debut
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Advanced Networks: web everywhere
● Titan Aerospace acquisition highlights interest in wide-area wireless/mobile network options
● Alpental acquisition to extend capabilities of gigabit Web connectivity more cost-effectively
● Short-term push in Africa for higher speedsin urban settings
● Rural strategies notrealistic so far
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Machine Learning: DeepMind
● Stealth startup acquisition focused on artificial intelligence (machine learning)
● More revenues in marketing and services shifting towards predictive analytics (The Signal Economy)
● Quantum computingmay acceleratemachine learningcapabilities
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Realtime Imaging: Skybox
● Evaluating satellite imagery for realtime “signals”● Applications to industry, traffic services, navigation
(is the parking lot full, etc.), marketing● Improved satellite resolution
powers detailed semanticimage analysis
● Applying lessons learned from other semantic imagingservices
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Semantic music curation: Songza
● Context-driven content curation with a human touch● Music genres follow your work/life patterns● Some tech may be applied to Google Play Music
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Summing it all up
The big pictureWhat it meansWhat we should do
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Google’s big picture
● Agile giant with long term focus and shortterm product execution
● Still a geek culture, butlearning how to make ita brand “plus”
● Still does “moonshots”but the target range is now more isolated from mainstream and productized more carefully
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What Google means for you
● Leverages open platformsto build valuable signal
● Redefines what’s interestingvia new definitions of content,markets and services
● Semantic context for datafrom anywhere is gold
● Investing in the “next 5 billion” aggressively
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What to do next about Google
● The era of the walled garden isn’t dead, but it’s not where the growth is - spend on success in the open/mobile Web and being relevant in the midst of its signals and services (as if you shouldn’t have already)
● Be at the forefront of cross-platform standards and services - before Google defines them for you
● Come to terms with the mistakes that you made in combatting Google - and move on
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For Follow-Up
PHONE(+01)203.293.8511
WEBshorecominc.com
johnblossom.comTWITTER/GOOGLE+
@jblossom google.com/+JohnBlossomPOST
John BlossomPresidentShore Communications Inc.80 Talcott Road
Guilford, CT 06437-5002 USA