Mobile Apps Are The Future, But Google Is Forever

For multiple generations of Americans, Google is a reflex. Even when it's withheld information, or lead you down a false trail, you return again and again. You can't help yourself; you're wired to keep going back. But that's only if you're at home. Elsewhere, with your smartphone as your portal, you skip the middleman and head directly to the source, the app that sends you to the nearest cup of coffee or helps you buy a new t-shirt. In other words, you're not using Google.

As the way of the smartphone renovates the internet, is Google looking old and in the way? Well, no. Not really. Google still owns 90.46% of the search engine market, up from it's relatively massive dip of 0.91% in February. This is not the statistic of a company that's got existential problems.

If Google's not worried now, however, they may want to peer into the not-so-distant future. Morgan Stanley anticipates Mobile to surpass desktop by 2014, and already tablets are expected to out-ship desktops by the end of the year. When people use mobile, they're not as often using everyone's favorite search engine. They're using Yelp, Siri, and a lot of Facebook, among other apps.

Which means that Google is the captain of a sinking ship. That is, if Google does nothing and watches dumbly as the world moves forward without it. From a company with a secret lab somewhere in San Francisco whose driverless car technology may be worth trillions, this seems an unlikely outcome.

Google has already taken steps to upgrade it's search engine into something more 2013 innovative. Introduced in May 2012, the Google Knowledge Graph has since tripled in size. This engine, which is “moving us closer to the "Star Trek computer" that [engineer Amit Singhal has] always dreamy of building,” takes into account the variety of meanings in a single term and tailors the results to your inclining. Location and user preference are taken into account. Naturally, the tool has also been tailored for mobile devices and tablets.

When it comes to the world of mobile, Google also has the dominating factor of Android working in its favor. The group Fairsearch has filed a complaint with European authorities, making the case that the Android is a “Trojan Horse.” The company offers its OS to smartphone developers for free, but the companies own software must be prominently displayed, a tactic intended to “deceive partner[s], monopolize the mobile marketplace and control consumer data,” according to the groups lawyer.

The group Fairsearch is made up of several companies, and lead by Microsoft. The companies are trying desperately to break Google's monopoly on the continent. These do not sound like accusations leveled against a company that is not a concern in the mobile world. If anyone's worried about Google's place in 2013, try not to lose too much sleep. The company is still making 9.9 billion in mobile advertising revenue. No Google developer is going to starve.

About The Author:
This Article is written by Ivan Thomas of Fueled, New York City based Android application developers.  

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