Key Questions

By Larry Dignan  |  Posted 2006-02-28 Print this article Print

No one really knows, but here are some key questions to ponder as a grown-up Google emerges. Feel free to cook up a few of your own in Talkback.
  • How will Google invest in its technology? Google is a great example of a company that took an IT blank slate and built a great network with cheap Linux boxes.
    Now it has to increase its capital spending to add capacity and expand internationally. Merrill Lynch analyst Lauren Fine estimates Google is hiring 50 to 60 people a week and investing heavily in technology and real estate.
    In the fourth quarter, Google spent five times more on capital spending than it did the year before.
  • Will Google become evil? When Google was smaller, it was easier to buy into the "do no evil" mantra in its IPO prospectus. Not that I bought it, but it was entertaining reading. Now that the company is larger it may be a little more difficult to take its anti-evil chatter seriously. Just look at the target Google has become over its China business. How can Google maintain its motto as it grows? When you get that big, you are always evil to someone. Meanwhile, what happens if you only leave a door open to evil in the form of security breaches via Google Desktop?
  • Wheres the return on Googles new products? While new applications are fine and dandy, Wall Street is going to be looking for a return, or monetization in Web jargon. "Reportedly, Google has a list of Top 100 R&D projects," says Mahaney. "What isnt clear are the financial screens Google applies to determine which projects get allocated the most resources." Obviously, things like Google Base and Google Payments could be worth a lot in the future, but the proof is in the profits.
  • How will Google react to its gawky teen years? Remember Yahoo back in the dot-com boom. Cocky and brash. Worth more than Disney. Ready to conquer the world. Well, along the way it alienated advertisers and lost its mojo. It overturned its management team and grew up a good bit. It doesnt take a rocket scientist to figure out Google could go through the same evolution.
  • Should we worry about click fraud? Keyword prices go up, so does the incentive for fraud. Its not a big leap. The big question is what Google is doing to correct the issue. When a company relies on keyword advertising for most of its revenue, click fraud cant be dismissed lightly. To read more about click fraud, click here.
  • Is it wise to target Microsoft? Few have won going head-to-head with Microsoft, but Google clearly has the Redmond-based behemoth playing defense. Indeed, rumor has it Google cooks up projects just to see what Microsoft will do. A nice touch, but it may be too early to count Microsoft out. Nevertheless, all of my searches go through Google. MSN who? Watch for what Google does on the desktop. Hard to see Google supplanting Windows, but you never know. Mahaney estimates that Google is pulling ahead of Microsoft in search, but Vista and the latest version of Internet Explorer should change the equation. "The Microsoft competitive risk remains very real," says Mahaney. Larry Dignan can be reached at Check out eWEEK.coms for the latest news, views and analysis on enterprise search technology.

    Business Editor
    Larry formerly served as the East Coast news editor and Finance Editor at CNET Prior to that, he was editor of Ziff Davis Inter@ctive Investor, which was, according to Barron's, a Top-10 financial site in the late 1990s. Larry has covered the technology and financial services industry since 1995, publishing articles in, Inter@ctive Week, The New York Times, and Financial Planning magazine. He's a graduate of the Columbia School of Journalism.

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