While the tech world is buzzing about the launch and implications of Google’s new social network, Google+, it’s worth noting that Google (GOOG) isn’t just in a war with Facebook, it’s at war with multiple companies across multiple industries. In fact, Google is fighting a multi-front war with a host of tech giants for control over some of the most valuable pieces of real estate in technology. Whether it’s social, mobile, browsing, local, enterprise, or even search, Google is being attacked from all angles. And make no mistake about it, they are fighting back and fighting back, hard. Entrepreneur-turned-venture capitalist Ben Horowitz laid the groundwork for this in his post Peacetime CEO / Wartime CEO, saying Larry Page “seems to have determined that Google is moving into war and he clearly intends to be a wartime CEO. This will be a profound change for Google and the entire high-tech industry.” Horowitz is exactly right.
Before I investigate each battle front in the war, it’s important to highlight the fact that perhaps no other tech company right now could withstand such a multifaceted attack, let alone be able to retaliate efficiently. Sure, Apple (AAPL) might get pushed around by Facebook, so it integrated Twitter into iOS5, and sure, Amazon (AMZN) and Apple have their own tussles over digital media and payments, but at the end of the day, Google is in this unique and potentially highly vulnerable position that will test the company’s mettle and ability to not only reinvent itself, but also to perhaps strengthen its core. Let’s take a quick look into the GooglePlex, which may now resemble more of a military complex, plotting out strategies and tactics for this war. Google must battle on at least six fronts simultaneously.
via Google’s Six-Front War – Seeking Alpha.