Everybody loves Google or so the saying goes. A few years ago if you wore a Google T shirt you would be greeted by smiles as you walked down the street. But that was a couple of years ago. The market place has changed with Google now controlling at least 75 percent of the search engine market and respectively the same amount of advertising and they now hold a very secure position. Fundamentally Google has not done anything wrong. It is just that you have no choice when it comes to advertising. Small and big e-commerce sites all use Google advertising. For example Tech crunch , Digg etc.
Effectively there is no competition which means that Google can dictate terms and conditions and have a very big say over who does what in the market. If a website owner was to say the wrong thing they could find themselves on the other side of the fence with no advertisers. Now the much talked about takeover of Yahoo by Microsoft is the first step in readdressing this problem. I am still not comfortable though. Both of these companies have such a large influence and control of the most dynamic communication medium. Is it time that we should start to worry?
Maybe not just yet, but the signs are there. While we have all become Google search converts. What would it take for some of us to start using another search engine? The array of products that Google provides are truly amazing. From Gmail to Youtube all for no cost to the user and paid for by advertising. But as the old saying goes Power corrupts; absolute power corrupts absolutely. Is Google too powerful?