To: Trader J who wrote (6751 ) 1/28/2006 9:41:46 PM From: Bob Frasca Respond to of 15857 Hi, I'm new to the board and I don't frequent SI much anymore but I was curious about the GOOG board so I decided to see what was going on. I agree with most of your remarks regarding the "real" power of GOOG except in one area. I don't think it's their brand leverage into vertical markets that's particularly significant. Rather, it's all about those new paradigms you mentioned. In fact, Google is completely horizontal and is rapidly becoming ubiquitous. Google Talk, Google Base, Google Mail, Google Tunes, Google Books, Google Video, Google Earth, Google Maps etc. How many of the so called "vertical" markets are touched by these as well as their other "products" (and I use the term loosely)? Can you think of a market that couldn't leverage Google in some fashion? Google is always where the people are without having to engage in the "content" battles. They don't need to, they are a worldwide portal that puts Yahoo and AOL to shame and they don't have to build and support some monolithic portal infrastructure. They are not an abstraction. It's Thomas Friedman's flattening world at work. I have to laugh when people say, disparagingly, that Google is "just" a search engine. By and large, most people just don't get it. Then again, no one foresaw the Microsoft juggernaut either. I am an Information Architect by trade and I am frequently searching for information about Microsoft's various products. Isn't it interesting (and amusing) that there is a Google search site just for Microsoft related literature?google.com Am I worried about Microsoft as a competitor...LOL...hardly. They are already what Microsoft wishes they could be and they're a lot nicer. The really funny part is that it's passive. Google doesn't even advertise to the best of my knowledge, or at least, not like Yahoo and Microsoft do. You can use their service, or not. If you do, they'll try and return stuff that's meaningful to you and, in order to keep the doors open, they'll show you a little advertising as well in case you want to take advantage of one of their customer's products or services. Quiet, dignified, low key and devastatingly effective.