I think Google’s playful persona has really been more of a marketing tool than anything else for a few years. I went to the Dublin Googleplex a couple of years back and while I noted the much vaunted ‘fun rooms’ I also noted that they were entirely devoid of staff. Even back then, that struck me as a company playing lipservice to fun but where the actual culture was a whole lot more professional and business focussed.
As I noted last week, the closure of Google Health and Google Power Meter, the end of the Wonder Wheel and the new interface in general says that Google is growing up. Like any business there are bits which make money and bits which don’t. The remorseless logic of commerce says: “bin the bits that don’t”.
It’s interesting to contrast that with the likes of Groupon (“in the toilet“) and even Twitter who are still living in a dotcom, IPO mindset. Google is a proper business beholden to its shareholders, and pissing money away on fun and non-commercial frippery never plays well with investors.
Their stake in the ground is this: search and social. Google+ now looks like a lot more serious play than it did even when it launched. While other projects get the chop, someone is staking their reputation at the company that they can go toe to toe with Facebook so it’ll be interesting to see how Google’s attempt at land grab goes. While they talk it up as a serious long term investment, the clock is already ticking (and personally I don’t think it last. I will eat this blog post if I’m proven wrong).
What can we tell from this? That Google should be bracketed alongside Microsoft – if it isn’t already – as an infrastructure rather than a mere supplier. The next time they ban a site and tell you that it’s in the interests of users, don’t buy it: everything is in the interest of shareholders now – even stiffing legitimate sites to generate headlines.
You wanna play on the internet in 2011? Make friends with Google and take what they give you.