The Incompetent Monopolist
I’ve been watching the rollout of “Google+”, the new don’t-call-it-a-social-network from everyone’s favorite advocate of open. Since I’m not involved in the beta I can’t make direct comments, but thanks to longtime user interface designer Andy Hertzfeld (Apple fans know him as one of the original Mac OS guys), it really does look good. That’s not something I customarily say about Google products. The nerd comic XKCD made a more trenchant point, though: Google+ is “like Facebook but not Facebook,” and for some of the audience that would be enough.
This isn’t Google’s first attempt to move into the “social” space, of course; they recently rolled out the peculiar “+1” button that lets you indicate a search result or a web page that’s added the button is, um, one arbitrary unit better than other results or web pages. (I presume this came from the habit of people showing agreement in comments by replying “+1.” We can be glad Google didn’t name the service “This.”) And “social” in various guises has run through a lot of Google products: not just Buzz and Wave and Orkut before it, but the haphazardly integrated Mail and Talk and Voice.
Google is clearly trying to take on Facebook, but they’ve been trying to take on everyone. At various points they’ve been trying to compete with AIM, Wikipedia, PayPal, desktop email clients, Microsoft Office, PriceGrabber, YouTube (until they bought them), hosted blogging services, Flickr, MapQuest, desktop RSS readers, web portals (remember those?), and oh yes, search engines.
All these attempts are, of course, built on the back of the last. In terms of web search, there’s Google and there’s everybody else; their market share, at 65%, is more than four times that of their closest competitor. Google is basically making the bet that by putting everything you need in front of your face, you’re going to stick with them rather than use their competitors.
This isn’t, on its face, much different from what Microsoft did a little over a decade ago to promote Internet Explorer. This gets described as Microsoft trying to “kill” Netscape by “locking them out,” but what Gates & Company did was devious mostly in its simplicity. They just started to ship Internet Explorer as part of Windows, making its icon appear on the desktop by default. Nothing prevented users from installing Netscape Communicator or another competing browser, and it was easy to make the IE icon go away.¹ Microsoft’s bet was simply that You, the General Public, were mostly too damn lazy to do that and would use what they set in front of you if it was good enough. It worked. Never bet against lazy. IE’s share of the browser market went from 20% to 75% in three years, and kept climbing.
Yet the way this tale is typically told neglects the inconvenient truth that Microsoft deviously tricked us all into using what was, at least until Firefox 1.0, a genuinely better product. Netscape Navigator 4’s rendering engine was slow in general, even worse on tables (which were being used for page layout, not just little charts, at that point), and as Cascading Style Sheets started to take off, Navigator just completely went to shit: pages rendered incorrectly, sometimes to the point of being unreadable. We all tend to focus on the things Microsoft screws up—the security bug of the week, how much we hate the ribbon UI—but most of their software, most of the time, at least rises to that all-important “good enough” level. In more than a few cases, their software was better than the competition in the ways that ended up mattering.
Likewise, being better than the competition is how Google got where they are now. They were better than the search engines that came before them. People moved to Gmail because it’s better than other free email systems.
I’ve said before that I don’t think Apple wants to be the next Microsoft, they want to be the next Sony. Google wants to be the next Microsoft. In Google’s vision—and I think they’re correct in this—the focus of computing has moved from the personal computer to the network, and they want to be the glue that ties it all together. They want to be where you not only search but communicate and plan and share and work. Like Microsoft, they’d rather you be there by choice—but they’ll be perfectly happy if you’re there because you’re too lazy to go anywhere else.
The problem is that so far Google just hasn’t been very good at it. They’re always fast followers and sometimes genuinely innovative, but with rare exceptions they just don’t make good products.
So far, I think they’ve believed, not that they’d ever put it this way, that they didn’t really need to make good products. Most of what they do is released under the principle that it’s bringing some amazing new thing to the task at hand—something that could only be done by shoving the task in question into the browser—and that all the old functionality you’re losing in the shift is largely incidental. Gmail’s big innovation was giving you lots of free storage and telling you to “archive” instead of delete. (Some would argue that replacing folders with topic keywords is a great innovation, but I see them as two separate things.) Google Docs is great for collaboration, but little else. Google Reader is more useful as a syncing service for RSS readers than it is for actually reading RSS feeds. And for some of their other services, there’s little innovation other than, well, just happening to be on Google. “You’ll use this because you’re already using our search site and mail program and it’s just one more click. You can leverage your Google Contacts to get up and running on this new thing quick. And we’re not evil, by which we mean ‘not Facebook.’”
While I’ll cop to being cynical about Google+, it has a good chance of taking off. Whether it has a good chance of dethroning Facebook is another question entirely. Just like Google search is sufficiently “good enough” that it’s really damn hard for Microsoft to make inroads with Bing, for the kinds of people who use Facebook—over ten percent of the world’s population²—Facebook is clearly “good enough.” Never bet against lazy—but unless it becomes easier to get to Google+ than it is to get to Facebook, lazy still favors Facebook.
The elephant in the room? Google may get progressively more competent at being a monopolist. An awful lot of users actually get to Facebook through Google. While I can’t find a citation, anecdotal evidence suggests that bookmarks—like FTP, desktop email clients and punctuation—are increasingly only used by old-school nerds, and a lot of users “navigate” by just typing what they’re looking for, even domain names, into a search bar. In theory, just like Microsoft, shall we say, encouraged us all to just use IE by putting it prominently before us and making it a little more work to go get a competing browser, Google could make sure that Google Plus shows up prominently in search results for Facebook. That’s easy. The hard part would be avoiding a shitstorm that would make the Microsoft case look like something from Judge Judy.
- Of course, “making the icon go away” didn’t actually remove Internet Explorer, which became a key point of contention in the antitrust trial.
- Seriously. Facebook has around 750 million users—and that’s defined as someone who’s logged in within the last 30 days, so it minimizes inactive accounts—and the world has just under 7 billion people.