Google's Pain Is Microsoft's Gain
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News Analysis. Are Google's search revenues really collapsing? How would Microsoft benefit? Plenty. |
Today, Silicon Alley Insider's Henry Blodget claimed that Google is seeing major declines in its paid search business. Apparently matters are much worse now than even a couple months ago. Henry blogs:
The search business has deteriorated markedly this quarter, industry sources say, especially over the past month. A source at Google says the company's revenue has decelerated rapidly over the same period...Wall Street currently expects Google's revenue growth to stabilize around 10 percent for the next three quarters and then accelerate in Q4. Based on recent trends in the business, we think this, too, is wishful thinking. We expect Wall Street estimates to continue to come down.
I'm no fan of this kind of unnamed source reporting. No disrespect to Henry, who has a pretty good track record on this kind of thing, I would feel more confident if the report came from All Things Digital's Kara Swisher. Her record is even better.
If Henry is right, Google's problems are hugely beneficial to Microsoft, which has watched software sales rapidly decline. Google and Microsoft are platform competitors. Successful platforms share several common characteristics:
- They have at least one killer application people really want
- They make available a breadth of useful applications
- Development tools and APIs make it easy to create good applications
- Third parties make lots of money
The last attribute is most important to Google-Microsoft platform competition. Search has a long history on the Internet, predating browser-accessed search engines. But until Google, search wasn't a truly profitable businessand one around which could be built a new platform. Around the turn of the millennium, Overture developed the paid search concepts Google later perfected. Around paid search, many Web-based applications suddenly became potentially profitable. Developers created free Web-based applications from which they earned money through Google paid search.
The platform revenue model is surprisingly similar to Windows. Microsoft's base platform is the PC, while Google's is the Web server. Microsoft's extended platform is Windows and Google's is search/informational services/advertising. Around Windows, third parties make money developing, selling and servicing products. Customers pay for the products. Around Google's Web platform, most third parties give away content, products or services for free and recoup money through paid search or advertising.
Google's paid search problems are everybody's offering free stuff on the Web. For starters, there's lost revenue for Google partners. Example: What happens to Firefox or Thunderbird development should Mozilla's Google paid search revenue dramatically drop? Then there is everyone else who relies on advertising, whether banner ads or video ad inserts, from parties other than Google. Google is leading indicator of where the ad/search revenue winds are blowingor not.
Microsoft loses little but gains lots if Google's paid search business goes to hell. For starters, Microsoft's exposure is limited. The beleaguered Online Services Business is already a money loser (up is the only direction from the bottom) and accounts for a small percentage of Microsoft revenue. Microsoft also sells software to businesses, which must eventually upgrade or dieand many enterprises are already locked into long-term Microsoft contracts. The money is in the bank.
Google's situation is riskier, and touches huge sections of the Web platform. If revenue for Google and other ad-supported Web developers suddenly and rapidly declines, the Web platform buckles. It becomes a less attractive development platform.
Unless there is an alternative. With Azure, Microsoft has a new Web platform in the making. Google's platform success is all about money and third parties making lots of it. If Google's core business declines, those same third parties will be compelled to look elsewhere. Microsoft's Azure could be one alternative, and it would be a business model many developers understand: Develop products or services and sell them; no free, ad-supported ride for the customer.
The question to ask: As advertising sales diminish, will the distribution of free apps go along? Answer of yes is good for Microsoft's desktop software business and potentially for Azure Platform Services, depending on what's delivered and for how much. There's still a business in subscription services, if the value is there. Example: I bought my last copy of the Wall Street Journal in 1996. I've paid for a digital subscription for nearly 13 years.
Google advertising and paid search declines, if true, should never happen. I will once again assert that the best time to advertise is during recessions like this one. Advertising and paid search should be increasing, not declining. If people are buying less stuff in stores, you want them remembering your brand so that when they do spend it's on your products. Big brands should spend more on advertising and paid search now.
Have you noticed how much more advertising Apple is doing? Full page ads run in the New York Times and Wall Street Journal. There are more TV commercialssometimes two or three spots a showin prime time. Big, splashy and strategically placed Apple banner ads are seemingly everywhere on the Web. The result: Apple stores bustle with customers, the company hasn't lowered PC prices and product sales remain surprisingly resilient to the economic downturn. You tell me, isn't there an obvious correlation between advertising and sales?
[Please send your tips or rumors to watchtips at gmail.com.]


Comments (18)
"With Azure, Microsoft has a new Web platform in the making."
You know that Azure is a direct response to Google App Engine? Even the limited SQL Server was limited because of the App Engine data model.
http://code.google.com/appengine/
App Engine has gone beyond the initial free period and is now charging.
I have had a quick look at both and setting up AE seems much easier. They treat your server as one massive server and you do not have to worry about anything. Azure makes you set up different containers which are used for traditional services.
www.ytechie.com/2009/02/azure-performance-ioc-and-instances.html
There is nothing about Azure that means you have to charge for your web service.
P.S. The declines are in growth not declines in revenue. You talk like they are actual declines. Google went from 25% growth to 11% growth in the same year as MS Client revenue dropped 8%. That doesn't look like it is good for Microsoft.
Posted by billybob | March 9, 2009 4:26 PM
"Example: What happens to Firefox or Thunderbird development should Mozilla's Google paid search revenue dramatically drop?"
This blog should help answer your question.
http://blog.lizardwrangler.com/2008/11/19/sustainability-in-uncertain-times/
Basically they have loads of money and they only care about keeping Firefox alive.
"We’ve been building in the ability to live with greatly reduced revenue for years. We have a significant amount of retained earnings. We don’t currently anticipate dipping into that fund in the immediate future. We believe our revenues for the near term future will be adequate to fund ongoing work. If the economic setting further worsens, we do have retained earnings to carry us through some difficult times."
Posted by billybob | March 9, 2009 5:02 PM
I think the recession will hurt MS far worse than Google. Mainly its driving everyone to open source. People are really questioning all the money they give MS, and switching away in groves. If you lose your job and start your own company, are you going to use expensive MS software or Open Source? Advertising will continue, and be even more important in the recession. But will paying maintenance money to MS?
I think the open source community will do fine. Many more contributors to draw on during a recession.
Posted by smist08 | March 9, 2009 5:54 PM
But it is really a gamble for both Microsoft and Google, isn't it? Googles falling revenue may not be a long duration. Their way of making money as I see it, a rather new technology, advertising with adsense etc. If it's paid search revenue decline is related to the failing economy, the window in which Microsoft can come in and establish its own platform may not be that wide, especially if the recession ends in 2009. If, however, this economy keeps tanking, does Microsoft have a chance? And are they willing to take it?
Posted by tim | March 10, 2009 12:48 AM
"If you lose your job and start your own company, are you going to use expensive MS software or Open Source? "
The last open-source company I worked for (who, hypocritically, were all VERY highly paid for developing non open-source software) spent half its time trying to reinvent what you could buy off the shelf from Microsoft et al a decade ago. Net result: revenue-creating intellectual property was being forsaken just to create basic infrastructure. Absolutely woeful.
Posted by Mike | March 10, 2009 7:45 AM
Mike, Did you work for Google?
The problem with Microsoft products is that they tie you into their entire stack and they do not scale from a fiscal point of view. Google could never have built and run their datacentres on MS software.
If you reinvent the wheel with open source software then that software will be free for you to use forever. Microsoft reserve the right to change their license at any time. If you plan to be in business for > 10 years and you plan to grow then it is worth looking at an open source stack from the beginning. If nothing else, it keeps your options open to switch to a better provider in the future, and/or swap out various components.
People who built their business on ActiveX and IE6 + Winforms and VB are probably beginning to regret that decision. The cost of moving now is probably thousands of times the cost of initial development. Cost means nothing if your business is frozen 5 years down the line because you cannot afford to upgrade your entire infrastructure.
Posted by billybob | March 10, 2009 9:19 AM
Re: "The last open-source company I worked for (who, hypocritically, were all VERY highly paid for developing non open-source software) spent half its time trying to reinvent what you could buy off the shelf from Microsoft et al a decade ago. Net result: revenue-creating intellectual property was being forsaken just to create basic infrastructure. Absolutely woeful."
Then they were highly paid idiots.
In our recent layoffs, 100% of the people laid off used, or also developed for, Microsoft Windows. 0% of the people who use Linux and open source for desktop use and development purposes were laid off.
So, Mike, what's your point, other than stupid people shouldn't be highly paid and allowed to develop products?
Because it's not the tool, but the person using the tool, that determines success or failure.
Posted by Philosopher | March 10, 2009 10:25 AM
@Philosopher:
"In our recent layoffs, 100% of the people laid off used, or also developed for, Microsoft Windows. 0% of the people who use Linux and open source for desktop use and development purposes were laid off"
----
This is an interesting statement, but as you no doubt realize, percentages are rarely useful for drawing conclusions without a few other bits of information. In this case it'd be good to know:
1) What is the breakdown of people who “use” Microsoft Windows vs. people who do not “use” Microsoft Windows?
2) What do you mean by “use”?
3) What is the breakdown of personnel involved in development work for MS vs. Open Source at this company?
4) What do you mean by “development”?
5) How many people were laid off?
The implication you’re going for will have more resonance, and thus make your argument stronger, once you supply a bit of statistical clarity.
Posted by Meem | March 10, 2009 12:42 PM
Title Seems very interesting,Nowadays Microsoft growing very fast,great post.
Posted by Extreme Seo Internet Solutions | March 10, 2009 1:13 PM
@Meem,
The only conclusions that I feel comfortable with stating are:
1. Pay does not necessarily reflect competence, especially in large companies. Note that the original author to whom I replied stated "highly paid", not "highly competent".
2. It's not the tool that determines a project's success or failure. Rather, it is the person using the tool that determines success or failure.
The other statements were merely local observations, and not statistical conclusions by any means. I would have hoped that would be obvious, but that was my fault for omitting that disclaimer. However, it was interesting in its own way. More of a local personal victory; definitely not a sweeping conclusion.
"Use" means use. Typing, mousing, and all that computer-related manner of activities. About half of us are software developers. None contributes to Microsoft's code base nor to an open source project.
You would need all fingers of both hands to count the number of folks laid off, which is about 1/5 of the former total. No statistical clarity is possible, nor is none implied. Just local observation and personal victory.
Maybe on Madison Avenue, "the clothes make the man". But when measuring business productivity, the man (and woman) makes the tools look good or bad, and not the other way around.
Posted by Philosopher | March 10, 2009 3:02 PM
@Meem,
The only conclusions that I feel comfortable with stating are:
1. Pay does not necessarily reflect competence, especially in large companies. Note that the original author to whom I replied stated "highly paid", not "highly competent".
2. It's not the tool that determines a project's success or failure. Rather, it is the person using the tool that determines success or failure.
The other statements were merely local observations, and not statistical conclusions by any means. I would have hoped that would be obvious, but that was my fault for omitting that disclaimer. However, it was interesting in its own way. More of a local personal victory; definitely not a sweeping conclusion.
"Use" means use. Typing, mousing, and all that computer-related manner of activities. About half of us are software developers. None contributes to Microsoft's code base nor to an open source project.
You would need all fingers of both hands to count the number of folks laid off, which is about 1/5 of the former total. No statistical clarity is possible, nor is none implied. Just local observation and personal victory.
Maybe on Madison Avenue, "the clothes make the man". But when measuring business productivity, the man (and woman) makes the tools look good or bad, and not the other way around.
Posted by Philosopher | March 10, 2009 3:10 PM
Sorry about the double post. MS Watch seemed to fail the first time and left my preview/post window open. Ah, Web 2.0!
Posted by Philosopher | March 10, 2009 3:12 PM
@Philo
Thanks for expanding. I agree vehemently with your two primary points!
Posted by Meem | March 10, 2009 3:55 PM
Sorry if this is a repost; MS Watch appeared to accept my post, but now I don't see it.
@Philo
Thanks for expanding. I agree vehemently with your first point, and mostly with your second :) Although it is generally accurate to say it is a poor craftsman who blames his tools, some tools are better suited for the job than others. If I'm carving up a hillside, I'd be wise to use an industrial earth mover rather than a shovel. This principle manifests in software most often when management refuses to listen to the developers requests for the proper tools (earth movers) and instead wants to do what's easy (shovels). This frustrating inefficiency has little to do with open vs commercial software, and more to do with arrogant business owners who think they know better than the people who make stake their livelihoods on understanding what the correct tool is.
Posted by Meem | March 10, 2009 4:28 PM
@Meem:
Re: "This principle manifests in software most often when management refuses to listen to the developers requests for the proper tools (earth movers) and instead wants to do what's easy (shovels)."
I think we are in 100% agreement with each other. Not necessarily with the exact choice of tools; yet software is not a hill and vastly different tools are in subtle harmony with different, but equally visionary and productive, software developers. But very much in agreement with the spirit and essence of what it takes to be productive and to measure true value.
The world is currently in what is called an economic crisis. But is is a tragedy that things have recently collapsed? Or is it a blessed miracle that the world survived with a horrible mix of greed and stupidity at the helm for two decades longer than anyone could have dared believe? The following link is an excellent look into the start of our current "re-install and reboot the world" phase:
www.portfolio.com/news-markets/national-news/portfolio/2008/11/11/The-End-of-Wall-Streets-Boom?page=0
And to expand on your assessment of management as impeding progress (not all management, I understand and believe, but far too many for comfort), the following fractured lyrics popped into mind:
When the stocks are in their Seventh drop
And people quit expensive Cars
Then sanity will rule the business world
While once-powerful greed-mongers clog the bars.
This is the dawning of the Age of Intelligence
The Age of Intelligence
Intelligence! Intelligence!
Creativity and understanding
Productivity and results abounding
No more falsehoods or derisions
Golden implemented visions
Quickly crystallized revelation
And the mind's true liberation
Intelligence! Intelligence!
-- With sincere apologies to the Fifth Dimension
(Yes, I am old enough to not only remember "The Age of Aquarius", but to remember hearing it when it was released for the very first time!)
Posted by Philosopher | March 10, 2009 9:09 PM
A bit of a tangent from the point of the original blog post, mostly in response thoughts forwarded by billybob:
I've gone through phases of being enamored of Open Source software. But without making guesses at their respective development cycles, something always comes along that sends me back to offerings by commercial vendors.
At the end of the day, whether it's comparisons like "Photoshop vs. The Gimp", or "OpenOffice vs. MS Office", the open source alternatives almost universally fall behind in not only feature set, but look and feel (developers and network administrators and the like often don't care about look and feel because they're practical problem-solvers, but I admit to liking a bit of 'polish' on an app). Although it initially met with some resistance, I have enjoyed Word 2007 and its approach ever since its release. OOo seems almost archaic by comparison.
What I like is the concept of open source. I like the idea that a community can build a better product together. But I don't trust the development cycles as they currently stand... a major player is going to need to reinvent the way the community collaborates on a project before we're going to see the kind of responsive development that's needed for me to permanently change over to all open source.
Switching gears to OS again, something like Ubuntu is fairly cutting-edge; but they are ultimately a commercial entity interested in generating revenue.
For the record, I'm not intentionally cutting down open source in general. Thunderbird is my mail client of choice, and although I have MS Office license, I still often recommend OOo to people asking me for advice. I'm fully behind open source, but as long as companies like MS continue to provide *real* improvements to their product line (which I think Word 2007 offers), they deserve to be compensated for that work.
But I ramble.
Posted by Greg Pettit | March 11, 2009 3:00 PM
"Switching gears to OS again, something like Ubuntu is fairly cutting-edge; but they are ultimately a commercial entity interested in generating revenue."
I agree with most of what you are saying but that is a strange comment.
Ubuntu is mostly GPL so is really owned by everybody. What does it matter if Canonical sell support? Why should it invalidate being "cutting-edge"?
Which program is best is a cost benefit analysis at the end of the day. If you are a professional then Photoshop is the only choice, but I cannot see anyone spending $800 to edit photos. Likewise, $300 is a bit much if OpenOffice can do what you need.
For me MS Office would cost $200 for the Windows license plus about $300 for Office, its way too much for basic spreadsheets etc. Switching my entire operation to Windows would cost way over $3,000. I have Windows machines, and they cost the most on a long term basis. The Apples and Linux just run forever, I only have to replace them because I need to offset some tax (Apple is great for that, paying a tax to avoid a tax).
Windows is useful if you have a piece of hardware or software which cannot run under emulation or VM.
Posted by billybob | March 11, 2009 3:38 PM
all in one search engine
Posted by trypu | March 12, 2009 5:54 AM