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A.T. Kearney comments on Google +

by david.nunes

Farhan Mirza, Principal at A.T. Kearney, global strategy consultancy comments on Google +

 

“Google continues to fight for a leading position in a fast changing marketplace, with Microsoft pushing hard on one side and Facebook on another. With Chrome OS and Android doing well on one front, quite rightly their attention has turned again to social media where in the words of their CEO they had ‘missed the Friend thing’.

 

Google+ appears to offer stronger features and a more cohesive social platform than Facebook. Many FB users for example complain that they can’t group their Friends into different categories and control who they distribute to, and consequently need to create new accounts to differentiate their social circles. With the ‘circles’ feature, Google+ has addressed this big issue.

 

But better features and functions seldom win out in IT-the mega ‘installed base’ of FB users, for whom FaceBook is more a lovemark than a brand, has to be lured away. Not easy to do when they have each made sizeable investments of their time in building connections and uploading content. So getting a critical mass of users and meaningful traffic will be a challenge for Google.

 

Google has learned a lot from its previous attempt ‘Buzz’, and by integrating social media to maps, search and mobile, Google may be able to win market share against the market leader, and possibly even usurp FB over time. New comers have risen to the top before- look at LinkedIn and Plaxo, FaceBook and Myspace, and of course Google itself toppling the early leader in search, Yahoo!”

 

 

 

 

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