Saturday, October 16, 2004

Google Desktop Search - Changing Mass Market Behavior

A lot has been written about Google's desktop search, but many writters focused on the obvious short term implications and not on what Google is trying to accomplish in the LONG RUN and how this application fits into that strategy. So, let me take a stab at articulating what Google is trying to accomplish.

As I have written about in the past (See my posting on how Google could topple Windows)Google wants to create a massive network computer that is the platform... essentially completing the vision of McNealy and Ellison, making the network the computer. Given this long term goal, how does Desktop search fit in? The critical aspect of Google's desktop search is that the only way to access the search app is through the Google WEB interface. The company could have simply created a desktop app to present the results, but they made the decision to put the desktop search results within the browser. They did this because it helps to train computer users that if they want to find personal content just go to Google.

It is very hard to change the behavior of consumers. In talking with TiVo execs they told me that they were surprised how hard it was to get people to change their TV viewing habits. They called this the inertia in the market... that consumers would just go on doing what they were doing, even if there was a better approach. By creating a desktop search application that works through the Google interface, the company is investing early (before their huge network computer is ready for the masses) to change market inertia.

Just think about it, if you are always connected to the net do you care where your files are stored (assuming privacy/security is addressed)? Heck, in using the desktop search application I am already ready to unload some data onto the Google network just to make it accessible in other places.

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