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Signal, Services, Segments 
Understanding Google’s Expanding Content Ecosystem 
17 September John Blossom, Shore Communica...
About Shore 
● Content Marketing Strategists 
○ For publishing and content technology 
products & services in enterprise a...
Google’s World 
Performance 
Platforms 
Policies 
Projects
Quantifying Google 
Benchmarks of Google performance
Google is the #1 global brand 
● If there is a future worth having, people trust Google to deliver it
Google is the #1 global search engine 
● Rapid growth in developing nations will accelerate global market share
Google is the #1 mobile platform 
● Rapid growth in developing nations will accelerate global market share
Google is the #1 computing platform 
● Billions experience the Web mobile-first
Google is the #1 Web platform 
● Google Chrome dominant on PCs, #3 in mobile and rising
Google is the #1 digital ad platform 
● Maintaining a strong hold on revenue from context 
Source: Statista
Invested in the long run for success
Invested in the long run for success
Strong, but Stalled in the Short Run 
Treading water as revenue streams shift slowly to new and broader sources 
and inves...
Strong, but Stalled in the Short Run 
● Treading water as revenue streams shift slowly to new 
and broader sources
What the top-line numbers tell us 
● “Understand the world and make it more usable” works! 
● Google innovates rapidly, bu...
Google vs. Competitors 
● Apple: fading walled-garden position, Google 
x-platform apps minimize 
direct impact, a BMW in ...
Google Platforms 2014 
Highlights and trends
The world according to Android 
● Any device, any market 
● Signal-driven services 
● Openness that customers want 
● Fuel...
Android: products for all markets
Android: Not just for geeks and cheap 
● Leading in specs and design 
○ Moto X rivals iPhone 6 for style and performance 
...
Android drives signal services 
● Google Now predictive and voice-driven 
services (some appear in Notifications)
Android & enterprises 
● iOS 67% ent. share in Q214 vs. Android 32% 
● Samsung Knox MDM/EMM device management 
integrated ...
Android Wear 
● Extends Android phone apps functionality 
● Voice commands/notifications/gestures focus 
● “At a glance” f...
Google Glass 
● Full production availability for Explorer Edition 
● The only head-mounted full-function wearable - 
but a...
Is Google Glass a “fail”? 
● The last “escaped 
product” from 
Sergey Brin? 
● Extension of 
Cr-48 dev’t 
concept 
● More ...
Android vs. iPhone 
● iPhone 6 corners 
“iPhone but bigger” 
market 
● Almost no feature 
innovation, specs 
often eclipse...
Android Wear vs. Apple Watch 
● Full apps run on Watch 
● 3 style levels 
● Early 2015 availability 
● Trying to do too mu...
Android on the horizon 
● Nexus X - “spec-killer” phone with 4K video 
● Nexus “9” - tablet w/optional keyboard 
● Android...
Android TV - multiplatorm, multiplay 
● Cross-content video search and curation 
● Emphasis on gameplay via phones/tablets...
Android & Google Play services 
● Near-equivalent content vs. competitors from 
audio, video publishers (can’t afford not ...
The world according to Chrome 
● The dominant global Web experience 
● 64-bit across all platforms (V37) 
● Integrating An...
Chrome 64-Bit = performance 
● For all PCs, Android 
& Chrome OS 
● Introduced in 
Version 37 
● Enables better 
performan...
Android Apps on Chrome 
● Limited release 
(4 apps) 
● Uses Native Client 
secure container 
● APIs still developing 
● Ke...
Chrome OS: More than niche
Chrome OS extends Android playbook 
● Early “it’s a joke” false analysis in media 
obscured growth as platform was refined...
Chrome OS grows features list 
● Offline streaming support for video, audio 
● Multiple profile support 
● Google Now data...
Chrome - more graphics and sensors 
● The gyro-sensitive, game-quality Web
Chromebox for Meetings 
● Enterprise-grade streaming videoconferencing 
○ High-CPU Chromebox, remote, HD cam, speaker/mike...
Windows 8 fights Chrome OS 
● Heavily discounted, stripped models 
● Trial versions of antivirus, Office 
● Launching at h...
Will Chrome OS grow like Android? 
● Chrome’s pervasiveness on PCs may not translate to 
“ready for a Chromebook/box” 
● P...
Chromecast: Pervasive cord-cutter 
● 4+ million $35 units sold since 24 July 2013 launch 
● Now sold in 12+ countries 
● A...
Nest: Sensing the home 
● $3.2 billion buys a branding hedge, mostly 
● Aim is to have sensors and predictive services in ...
Google+: The quiet social giant 
● #2 network? stats “iffy” 
● Underused by marketers 
● Interest-based audiences 
● Andro...
Google Drive: x-platform, offline, APIs 
●
Gmail: More active + friendly 
● Automated sorting of emails 
● More integration of media players, 
Google+ profiles and c...
Google for Education: Classroom 
● Automated sorting of emails 
● More integration of media players, 
Google+ profiles and...
Google Views: Curating Maps photos 
●
Google Fiber: Live and growing 
● 1GB/s for $70/mo, 1.5MB free w/$300 install 
● Rollouts live in 3 cities, targeting 9 ne...
Google and Amazon: Unfriendly giants 
● Order fulfillment initiatives 
○ Shopping Express 
(limited trial rollout) 
○ Goog...
Google Policy Trends 
EU “Right to be forgotten” 
Net Neutrality 
Personal identity and security
Google and EU “Right to be forgotten” 
● Expert panel implemented guidelines relatively 
rapidly, 91.000 requests for 328....
Google and Net Neutrality 
● U.S. Federal Communications received 1+ million 
comments on proposed Net Neutrality changes ...
Google and personal data 
● Secure HTTP and dual-factor authentication key 
tools for managing personal data securely 
● A...
Google Projects 
Baseline Study health data 
Project Tango 
Advanced communications networks 
Interesting acquisitions
Google Baseline Study: small, huge 
● Intense digital health data collection from 175 subjects 
● Using a variety of senso...
Project Tango: 3D imaging for mobile 
● Development prototype devices that scan spaces 
into 3D data models in realtime 
●...
Project Ara: Production Prowess 
● Modular mobile 
phone chassis 
● 3D-printable 
components 
● Tailored production 
for m...
Advanced Networks: web everywhere 
● Titan Aerospace acquisition highlights interest in wide-area 
wireless/mobile network...
Machine Learning: DeepMind 
● Stealth startup acquisition focused on artificial 
intelligence (machine learning) 
● More r...
Realtime Imaging: Skybox 
● Evaluating satellite imagery for realtime “signals” 
● Applications to industry, traffic servi...
Semantic music curation: Songza 
● Context-driven content curation with a human touch 
● Music genres follow your work/lif...
Summing it all up 
The big picture 
What it means 
What we should do
Google’s big picture 
● Agile giant with long 
term focus and short 
term product execution 
● Still a geek culture, but 
...
What Google means for you 
● Leverages open platforms 
to build valuable signal 
● Redefines what’s interesting 
via new d...
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 succ...
For Follow-Up 
PHONE 
(+01)203.293.8511 
EMAIL 
jblossom@shorecominc.com 
WEB 
shorecominc.com 
johnblossom.com 
TWITTER/G...
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Signal, Services, Segments Understanding Google’s Expanding Content Ecosystem

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A strategic review of Google's performance, platforms/products and projects, with competitive analysis, acquisitions analysis and recommendations for partnering and positioning.

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Signal, Services, Segments Understanding Google’s Expanding Content Ecosystem

  1. 1. Signal, Services, Segments Understanding Google’s Expanding Content Ecosystem 17 September John Blossom, Shore Communications Inc. 2014
  2. 2. 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
  3. 3. Google’s World Performance Platforms Policies Projects
  4. 4. Quantifying Google Benchmarks of Google performance
  5. 5. Google is the #1 global brand ● If there is a future worth having, people trust Google to deliver it
  6. 6. Google is the #1 global search engine ● Rapid growth in developing nations will accelerate global market share
  7. 7. Google is the #1 mobile platform ● Rapid growth in developing nations will accelerate global market share
  8. 8. Google is the #1 computing platform ● Billions experience the Web mobile-first
  9. 9. Google is the #1 Web platform ● Google Chrome dominant on PCs, #3 in mobile and rising
  10. 10. Google is the #1 digital ad platform ● Maintaining a strong hold on revenue from context Source: Statista
  11. 11. Invested in the long run for success
  12. 12. Invested in the long run for success
  13. 13. 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
  14. 14. Strong, but Stalled in the Short Run ● Treading water as revenue streams shift slowly to new and broader sources
  15. 15. 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
  16. 16. Google vs. Competitors ● Apple: fading walled-garden position, Google x-platform apps minimize direct impact, a BMW in a Chevy world ● Microsoft: Huge investment and restructuring to get back into 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’s disjointed tools for business marketing & fulfillment mature
  17. 17. Google Platforms 2014 Highlights and trends
  18. 18. The world according to Android ● 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
  19. 19. Android: products for all markets
  20. 20. 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”
  21. 21. Android drives signal services ● Google Now predictive and voice-driven services (some appear in Notifications)
  22. 22. 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
  23. 23. 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
  24. 24. Google Glass ● Full production availability for Explorer Edition ● The only head-mounted full-function wearable - but a niche market (new model expected)
  25. 25. Is Google Glass a “fail”? ● The last “escaped product” from Sergey Brin? ● Extension of Cr-48 dev’t concept ● More apps! ● The bleeding edge “Corvette” tested system/apps for Android Wear “Impala”
  26. 26. Android vs. iPhone ● iPhone 6 corners “iPhone but bigger” market ● Almost no feature innovation, specs often eclipsed by best Android devices ● Apple Pay debut is timed for 2015 rollout of smart bank cards in U.S., but Wallet does more
  27. 27. 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 to Android Wear ● Margin-building focus
  28. 28. 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 build market momentum
  29. 29. 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
  30. 30. 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) ● Game publishers see x-platform & performance opportunities ● Apps? #1
  31. 31. The world according to Chrome ● 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
  32. 32. Chrome 64-Bit = performance ● For all PCs, Android & Chrome OS ● Introduced in Version 37 ● Enables better performance for games, streaming, Native Client ● Enables Android apps embedding
  33. 33. Android Apps on Chrome ● Limited release (4 apps) ● Uses Native Client secure container ● APIs still developing ● Keyboard or touchscreen use ● Available for secure offline use ● Chrome as the universal OS? MSFT worried.
  34. 34. Chrome OS: More than niche
  35. 35. Chrome OS extends Android playbook ● 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
  36. 36. Chrome OS grows features list ● 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
  37. 37. Chrome - more graphics and sensors ● The gyro-sensitive, game-quality Web
  38. 38. Chromebox for Meetings ● 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
  39. 39. Windows 8 fights Chrome OS ● Heavily discounted, stripped models ● Trial versions of antivirus, Office ● Launching at higher-than-Chromebook prices ● Back-to-school sales pushed back some of Chrome OS’ 2013 gains ● Enterprise sales remain strong
  40. 40. Will Chrome OS grow like Android? ● 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 integration makes enterprise sales much easier ● Mobile integration emerging strength ● Web apps key
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. Google Drive: x-platform, offline, APIs ●
  45. 45. 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)
  46. 46. 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)
  47. 47. Google Views: Curating Maps photos ●
  48. 48. 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 prices down ● FCC reviewing competitiveness of ISP marketplace
  49. 49. 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
  50. 50. Google Policy Trends EU “Right to be forgotten” Net Neutrality Personal identity and security
  51. 51. 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 ● Censorship easily bypassed
  52. 52. 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 likely to expand neutrality protections
  53. 53. 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 results for HTTPS-secured sites ● But average person still doesn’t understand the differences well...
  54. 54. Google Projects Baseline Study health data Project Tango Advanced communications networks Interesting acquisitions
  55. 55. 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 clinical value of intense health monitoring ● May define key services and standards
  56. 56. 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 promise 3D data via one lens ● May surface in production products as early as 2015
  57. 57. Project Ara: Production Prowess ● Modular mobile phone chassis ● 3D-printable components ● Tailored production for modules and standard chassis ● 2015 debut
  58. 58. 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 speeds in urban settings ● Rural strategies not realistic so far
  59. 59. 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 computing may accelerate machine learning capabilities
  60. 60. 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 semantic image analysis ● Applying lessons learned from other semantic imaging services
  61. 61. 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
  62. 62. Summing it all up The big picture What it means What we should do
  63. 63. Google’s big picture ● Agile giant with long term focus and short term product execution ● Still a geek culture, but learning how to make it a brand “plus” ● Still does “moonshots” but the target range is now more isolated from mainstream and productized more carefully
  64. 64. What Google means for you ● Leverages open platforms to build valuable signal ● Redefines what’s interesting via new definitions of content, markets and services ● Semantic context for data from anywhere is gold ● Investing in the “next 5 billion” aggressively
  65. 65. 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
  66. 66. For Follow-Up PHONE (+01)203.293.8511 EMAIL jblossom@shorecominc.com WEB shorecominc.com johnblossom.com TWITTER/GOOGLE+ @jblossom google.com/+JohnBlossom POST John Blossom President Shore Communications Inc. 80 Talcott Road Guilford, CT 06437-5002 USA

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