Friday, February 10, 2012
Mobile War For Google Is About Search; For Apple, It's Just One Small Battle
Interesting note here about mobile search. By 2016, a majority of searches will take place on mobile devices, specifically, wirless over smartphones. AllthingsD suggests that a Bernstein report excluded tablets. Had that been included, we may well see search on mobile, including smartphones, tablets, and devices like the iPod touch, move ahead of traditional desktop searches even before that. Perhaps by 2014 or 2015 at the latest.
ATD goes on to suggest this is what Apple and Google is fight over. I think its only one aspect of the larger mobile war. After all, the mobile market isn’t just about searches. Rather, searches will become only a small part of the growing and ever-changing mobile experience. Even app uses will continue to evolve.
Rather than replacing Google with Bing or even something else, Apple will do what it does – and no one really knows what that is. Siri would be my guess.
Apple and Google used to be good friends. The only reason that changed was when they began to compete in the mobile hardware market. And they are both still competing with Microsoft’s vastly improved Windows Phone so it’s not like Apple will get into bed with Redmond any time soon. It doesn’t want a resurgent Microsoft and have to fight Google and Microsoft at the same time.
I wouldn’t put it past Apple to try to hurt Google on search at all. And mark my word: Apple will because it also recognizes that search is what puts food on the table for Google. As to how, again, Siri perhaps. As to when? That’s the question. It could be happening now, slowly.
See, Apple isn’t consciously out to destroy anyone in particular. Had Google not come out with Android and was content with just doing web services and search, things between Apple and Google may still be cool. Now, all bets are off.
For Google, search might be the war but for Apple, it’s just one of many battles it has to eventually fight on in the larger mobile war.