The Monopoly is Over
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In a previous post we talked about how the war for the web is over. Perhaps that could be more accurately stated that the monopoly that Google has on content and that Microsoft has on operating systems is over.
To expand on that a bit the reason for this has to do with the peaking of index search for content, the rise of social media and apps in providing content and the explosion of non-windows based operating systems on mobile phones. Prior to HTML 5 and the explosion of social media Google had a virtual monopoly on content. If you wanted content you searched Google for it. Branding was virtually eliminated from the content search. What mattered was “page rank”, not brand.
While index search isn’t going to go away there are those that believe it has peaked. This peak is due to the fact that people are increasingly consuming and finding content via a mobile device and people consume content on mobile devices from apps, not search. The data shows that people do just 1% as many index searches on a mobile device as they do on a desktop.
In this great video Roger McNamee explains how the hypernet is changing the architecture of the web in just this way.