In the last post, I discussed a few statistics on browser market share. While it’s pretty obvious why Internet explorer rules (comes bundled with Microsoft Winows OS, which has ~ 90% of market share), rise of mozilla’s firefox must be appreciated. All of a sudden, Google, the traditional supporter of firefox, comes out with a browser! What’s cooking, Google? They don’t want to give you the right answer. Read on if you want to believe.
Google’s mission is to organize the world’s information and make it universally accessible and useful. They have used their leadership in search to realise their mission. Most of their products have been search centric. Do I need to remind you of the ‘omniBox’ feature bundled with their latest offering chrome? Well, I believe their is much more than just search in their minds this time around.
Google already holds a significant market share in text advertising. But it’s not true in display advertising where Yahoo! is the undisputed king. Won’t Google love a bigger pie in the $10bn market? How do you get it if you don’t have enough infrastructure (data on browsing habits, which is the single most important thing to be able to target relevant ads to users).
Solution ! Come out with a browser. Promise to make the web better, and behind the scenes, add a clause in the ‘End user license agreement’ saying:
“By submitting, posting or displaying the content you give Google a perpetual, irrevocable, worldwide, royalty-free, and non-exclusive license to reproduce, adapt, modify, translate, publish, publicly perform, publicly display and distribute any Content which you submit, post or display on or through, the Services. ”
Don’t smell a rat? Okay! Read on to know why it’s significant. Another clause says:
“11.3 You understand that Google, in performing the required technical steps to provide the Services to our users, may (a) transmit or distribute your Content over various public networks and in various media; and (b) make such changes to your Content as are necessary to conform and adapt that Content to the technical requirements of connecting networks, devices, services or media. You agree that this license shall permit Google to take these action”
Other than that, they will store all the queries you make using their OmniBox, which includes:
i. search keywords.
ii. websites visited.
iii. IP Address.
Now combine all the three things and you get a wonderful data collection system to map individual users (recognised by the IP address) to their browsing habits which enables you to track user’s interest dynamically. Folks at Google are smart enough to build a system which can utilise this data to target display ads with 99.99% relevancy.
If people notice the clause 11.1 and 11.4 in the EULA (99.99%, including me will not, till explicitely told and explained), tell them that you are working on EULA and youwill come out with a better version of EULA with a stable release.”
TIP OF THE DAY: All Google products are always in public beta.
Google, I wish, I could have a better business mind. Kudos !
