It's obvious that Google has achieved a unique status in the world. They have entered the cell phone market, transformed the search market, and are attempting to reinvent industries yet to realize they are under attack. Somehow, they would have you believe they are "not being evil"...I love it...they fooled us from the get go. If Google were playing in the NFL, they would have been flagged a long time ago for blocking below the knees. The Google/Yahoo relationship could easily be flagged for unsportsmanlike conduct...we'll have to check the replay after the game.
Google marches to the beat of it's own drummer...now. The power they wield is impressive...and establishing a balanced business relationship with them is all but impossible regardless of your industry. "Masters of the Universe" one might say.
To be fair, the business value they deliver in the key areas they compete is impressive. They have done a wonderful job of building "user centric" universe that marketers can leverage...and monetize. Untold companies exist due to the simple fact that Google exists.
That being said, it's critical that Google continues to foster an atmosphere of genuine cooperation and an interest in achieving a balanced relationship with the companies that have the ability to drive significant revenue to thier bottom line.
If anyone remembers the late 90's when Yahoo and AOL were the 800lb gorillas of digital publishers...they will also remember the arrogance they brought to the table. While the business evolved, and the market position of both companies eroded, many marketers did not forget the arrogance these companies displayed. This arrogance may not have directly caused the downfall of both companies, but certainly accelerated the rate of decent. (of course Yahoo still has a nice business going)
So what's the moral of the story...never take your current position for granted. The digital world changes rapidly...and good, deep, balanced relationships are critical for long term success. Google needs to start working with marketers to establish balanced value equations that recognize volume..now.
The biggest pig generally gets the best mud puddle....but also is the first to get called to the slaughterhouse.
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