Microsoft missed new opportunities in markets like online search and mobile communications and commerce, fiddling away while the PC became an increasingly quaint device. One of the big winners in the post-Microsoft era has been Google, which lords over a large chunk of the search market.
A week ago, somewhat damning details of an old Federal Trade Commission antitrust investigation of Google were leaked to the the Wall Street Journal. Darn if Google today doesn’t look like the Microsoft of yesteryear.
Playing hardball with competitors in search hasn’t made Google a leading company in the areas that matter now to consumers and advertisers, such as social media, mobile and, increasingly, messaging.
Google didn’t respond quickly to shifts in consumer behavior that are making traditional online search — Google’s wheelhouse — less and less relevant. As traditional online web browsing becomes less relevant, so too will Google, a company that’s become so synonymous with search that its name became a commonly used verb (“Just Google it.”)