The here and now
Even as Google’s engineers make progress on a set of audacious new projects, the company is still principally concerned with making money from its current operations. In the case of advertising, that’s already been done, as Google already generates almost 90 per cent of its revenue from ads. However there are two areas where Google dominates the market in terms of usage, but makes a comparatively small amount of money. The company’s task today is to change that, and make its video and mobile operations as profitable as they are popular.
The next 15 years
For most of its history, Google has been synonymous with one thing – Internet search. Search-related advertising is still its main revenue source. But over the years, its work force has invested heavily in projects that today are mainstream Internet fixtures, such as Gmail and the Android operating system.
Google is now working on the next batch of high-risk, experimental projects. Most of these ventures will not bear commercial fruit for years, if ever. But if they work, the new initiatives will likely define the next stage of Google’s evolution.