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BLOG: Why Google+ will become Google's only product

Mike Elgan | Dec. 13, 2011
I finally understand Google's überstrategy for dominating the future of online everything.

You don't buy and carry a pocket-size point-and-shoot camera when you've already got an 8-megapixel camera feature in the cellphone you always carry anyway. And you don't sign up for online products when that same functionality is already available as an easy-to-use feature on the main page that you're already signed up for.

Why Google will win the war with Facebook

As hundreds of smaller social and online startups are suffocated by Google's aggressive "featurization" of products, we will find ourselves with an Internet dominated by two titans: Google and Facebook.

And between these two giants, it will be no contest. Google will almost certainly have vastly superior search -- it's Google, after all -- superior messaging, superior office documents, superior spam filtering, superior video chat -- superior everything.

Right now, Google+ is viewed as a young and immature "startup" competing against the mighty Facebook. But as Google transforms one powerful Google product after another into Google+ features, Facebook will increasingly struggle to compete.

Google+ by itself looks like no match for Facebook. But the integrated combination of every Google tool is far better and far more compelling than just Facebook -- and collectively those tools already have far more users. And that's where Google is headed.

As Google integrates every major product increasingly into Google+, those products become features, and Google+ becomes the Google product.

I think Google's massive "featurization" effort will marginalize a hundred product markets, and crush Facebook with overwhelming superiority.

Mike Elgan writes about technology and tech culture. You can contact Mike and learn more about him at,


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