Google is under attack by two highly focused rivals

I was a big fan of Android, but since I got the iPhone 6 plus with the latest iOS updates, I switched to Apple.  Many have done the same.  In the US, Android has been losing market share and is now tied with Android. The reason for this market share loss is that Google is spreading itself too thin. On Android they are losing their grip. There are too many forks such as the Xiaomi, Amazon, Samsung versions that are not controlled by Google. This translates to stock value.  If you see how stock analysts value Google and Apple stocks, around 90% of the value of Apple ($650bn) is due to iOS while around 8% of the value of Google ($450bn) is due to Android. And this is the case even though outside the US Android has 82% market share. But while Android has 81% smartphone market share Apple with than 14% has over 80% of the global smartphone market profits. This happens because if you are a $650bn company focused on one product you are likely to beat a $450bn multiproduct company. And then there is the other vulnerability of Google which is ads. Search related ads are around 80% of the value of Google. Ads are to Google what iOS is to Apple. But in ads Google is under attack from another company: Facebook. Facebook is a $260bn ads only company that does not allow Google to crawl it. For Google everything that goes on at Facebook, Instagram, Whatsapp is a black hole. But Facebook has found another way to make ads work that is not search based but instead it is contextual to whatever you are doing on Facebook. And these ads are extremely well targeted. Facebook allows advertisers to use key demographics such as geography, gender, age, income, occupation, something that Google cannot do. Moreover Facebook is way ahead of Google in mobile advertising and the fight against ad blockers. A lot of Facebook revenues comes from promoting apps and other activities that are not tackled by Google. So Google is in a bind. On its core product it has a fast growing rival, Facebook, and on its popular yet not so money making product, Android it is going against a single minded $650bn company with the biggest pile of cash in the world. And on top of that Google is doing many other projects, loon, driverless cars, life sciences, etc. My worry about Google is that a company that tries to do everything, will lose out to highly focused rivals like Apple and Facebook.

Follow Martin Varsavsky on Twitter: twitter.com/martinvars