The latest issue of "Fortune" magazine cover story that is still true that Google's growth rate should be envious of the Fortune 500, but its core business growth has slowed, the stock has been falling, Android platform, the revenue generated is limited, and competition from Facebook are becoming increasingly fierce. In this "Brave New World" where Google can find a foothold again?

Founded 12 years ago, Google and its founder is facing such a problem, that is the core business - the slower growth in online search. This is attributed in part to the success of Google itself, once so thoroughly dominated after a business, it is difficult to scale new high growth rate. Google is not only the United States now account for 64% of search market share, more importantly, ever since the "Google" has become a verb, the network has undergone tremendous changes. Microsoft will be the new form of web sites and services are grabbing the attention of resources, natural resources have also been Fengeng advertising.

Google human nature to know this, but also face "innovators dilemma", Google does not seem sure how to go beyond the core of success has been a huge business. Despite the large amount of money M & A, but none of these transactions to 23 billion U.S. dollars to help Google to achieve a significant annual revenue diversification, the main source of income or the search box and advertising. Although Android is Google's most successful new products, but limited income. Although Google engineers invested considerable time to develop the coolest web-based products, but these tests did not cause too much different.

Google founders Page and Brin (Source: Fortune)

In the search business with 30% -40% annual growth rate, this also is not the problem, Google's revenue growth is still twice. Search long-term growth is expected between 15% -17%. The analysts expect 91% of Google's revenue comes from Page and Brin's PageRank algorithm breakthrough established on the AdWords and AdSense business model. Some even say that 99% of the revenue from this model. 18% earnings growth this year, average annual growth over the past five years, one-third. This figure for Google is really lot of money outstanding. This year, Google also repeat the mistakes almost all the technology giants, including IBM, eBay, Cisco, Microsoft and Oracle, from a growth company into a cash cow. Since January 4, Google's stock has dropped 21%, underperforming the Nasdaq.

Response to changing network

Some investors worry that Google can not keep up the pace the way consumers use the network. If you want to buy one pair of running shoes to participate in marathon training, five years ago, you may only need to google about, view the results list, choose, buy, simply click on a sponsored search link bundle. But today, more and more people will ask 通过 Facebook friends asking, "What kind of shoes should I buy it?" Or write in Twitter, "who understand the marathon training ah?" The Group buy network Groupon was you and 25 friends provided the perfect choice. You must not hesitate to go first to register.

Buck American students seek help through Twitter to send the case information is stated new network usage and where a search can not. Bulinpeiqi of PageRank to the birth of more than ten years, the network and the way people use the network profound changes have occurred. As Buck's case shows that more and more to the mobile Web experience and social direction. No time to connect everywhere. Google needs to find true success in the New World, or to the instigation of a major evolution of the network. Would like to create a new multi-billion dollar business is not easy, but it all has been the company's lucrative: Google, Apple's former allies now rule the additional services (music players, retail, etc.), now more than ever in the computer main more profitable, and with the highest market value of 236 billion U.S. dollars into a technology company, Google market capitalization was 156 billion U.S. dollars. So far, Google has been tight-lipped on plans to go beyond search. Marissa Mayer Google search leader (Marissa Mayer) that Google does not need to launch a second large-scale operation, a bunch of small-scale business enough. Page, Brin and CEO Eric Schmidt (Eric Schmidt) are on Google's future plans is unclear what "This allows investors to fear that Google is doing and want to do without a clear path. "JMP Securities senior analyst Sameet Sinha said.

"Google is no longer a hot company." Salesforce.com CEO Marc Benioff (Marc Benioff), said: "Their stock has been flat in 2056, a leader of enterprises will it? Looks more like Microsoft and Yahoo. "

Google, less than rely on international growth, it touches on maps and pictures bring in advertising revenue, but the gains are incremental, not really a big new source of income.

Google search for the next big business

Google recently released a series of acquisitions and product g were divided into four business areas: mobile Internet, display ads, YouTube and video applications. The fifth area, social network, Google is likely to significantly promote business development, and the most promising areas. Rumors that the company will launch Google Me project, Facebook competition.

Although Google has not released financial reports other than search, but Caris & Co. Internet and software analyst 桑德普阿加 Val (Sandeep Aggarwal), said, mobile Internet, display ads, video and applications beyond the traditional growth rate has been search business.

Surprisingly, Google's Android operating the most successful to date has not been to the Google platform to bring too much revenue or profit. Apple iOS has produced a very different financial results, last year, Apple's software and hardware, by creating access to the iPhone sales of 15 billion U.S. dollars.

Apple and Google Stock Chart (Source: Fortune)

Well, Google's 20 billion U.S. dollars next business to come from? May not be certain of a large business, more likely to come from a bunch of smaller businesses, such as YouTube, online advertising. But few analysts believe that at least in the short term, these businesses can become Google's next big business. Is like Microsoft Office, the company was still difficult to substitute. Google Apps Despite considerable income, but far from pillar products.

End result of all these efforts? Agarwal Yuji, 2013, Google's 非 search business income of about 5.0 billion -80 billion U.S. dollars. On the other companies, it may have been enough, but the next three years, Google's search revenue is estimated at 400 billion U.S. dollars, therefore, non-search business is still not enough to change the Google search company is still a reality.

Internet, the real change occurred

Network development has been closely observed Mike McCue said that in his view, the search areas in the past. Has worked at Netscape, the new Tablet PC software company set up Flipboard, providing Facebook updates, Twitter feedback, your favorite news sites and subscription to a very elegant way of long-term update magazine text, images and video. "There is no need to search", McCue said, "What if the user searches, we will view them as bug."

This all issues resolved by a search query on Google for almost a blasphemy. However, it concluded Flipboard Internet is undergoing a change, Google is the largest we have experienced since the birth of a network change. Your network will be able to provide answers, stories, and would like to purchase - often without the necessary inquiries.

In this new phase of the network, Google and its core search business, Facebook is one of the greatest threats to global expansion. Search users and advertisers have found alternatives to display advertising as an example, Facebook in the 9 billion U.S. dollars account for 16% market share, Google accounted for 2.4%, while the advertisers said they would look for more ways to embed Facebook . These advertisers are basically Google advertisers.

Most worthy of Google alert, most of the new social and real-time in the world on Google's core search business and the world's information index is closed. Facebook, Twitter, etc. are essentially closed platform. One of the first social network to join a Google employee said: "Google know. The problem is that they can do?"

Although Meyer did not say Google is building the business, but apparently she is driving the company towards a more social-oriented direction, that is to change the views of users of Google. Facebook, product head of Chris Cox (Chris Cox) said: "Google has enough wisdom to figure out how to social-based products."

But critics have questioned whether Google can achieve this leap. "Google is not so good socially," Yahoo head of laboratory products Brie House Tom Courts (Tom Coates) said, "Google is very good at creating useful products, including search, e-mail, but the lack of how people sense of sharing and cooperation. "

Courts means that on Google you do not have friends, some contacts and tasks. These services reflect the culture of a project, only about practicality, it is difficult to create a friendly social networking products. But if Google can change this pragmatic approach, start the next growth engine will be a great opportunity. Just think, if Google's social networking service is added to the core search business and Android, in YouTube, to promote, let people have reason to stay in the Google site. Advertisers will pour. As the former Google employee who claimed that if able to do this business, "Google will be unstoppable." As it as before.