When it comes to the internet, there is nobody bigger then Google in terms of searching, tools, advertising, just about everything. While Google is already the dominant search engine for individuals searching from home, they are now in the process of trying to become the dominant search engine for mobile searching as well.
In order for Google to obtain the dominance in the mobile search engine market, as they desire, they are going to have to go up against Apple, who is already a major player in the market. Google has tried to improve their position in the mobile search marketplace by purchasing AdMob and Teracent. Google is investing a lot of money in this drive to be number one in the mobile search market, but the justification is the increased ad revenues if they are successful.
Apple is also fighting hard to gain this market with their acquisition of Quattro; they will attempt to make headway in the mobile marketing arena as well. The question is really, “how much ground can Apple gain from Google, who already has about 70% of the search traffic on the web?”
Every other search engine company has one primary goal right now, and that is how to take a piece of Google’s overwhelming market share. These competitors are being forced to come up with new ideas to compete with Google, including, in some cases, working together to take on Google. The latest discussions of a collaboration between Google’s competitors center around Microsoft and Apple, competitors themselves, working together to increase their position in the mobile search engine market. Apple is considering incorporating Microsoft’s Bing search engine into the iPhone, which would be a significant blow to Google’s drive to be the number one mobile search engine provider.
The focus for Google is now increasing their position in the mobile search engine market, however this will not come at the expense of their PC search engine. Google is the dominant search engine on the internet, and while it would be an accomplishment if they were to achieve their mobile goals, the reality is that if they fail to meet these goals it would not have much of an impact on their standing as it compares to the other search engines. While their competition continues to figure out how to solve the problem of Google, Google continues to be the most used search engine on the web.
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