From Search Engine To Content Engine

How did we get from Google being a search engine that pointed to things, like travel guides or gift cards sold by other companies, to being a content company? It’s a position that more than ever before makes it hard for Google to assure other companies that it won’t play favorites with its search listings.

I pondered a headline for this column called “How Google Lost Its Way” or “How Google Became Evil,” but while either probably would pull more traffic, neither are correct. Google’s not lost its way, in the sense of being dysfunctional. It’s gone a different way from where it started, but it’s arguably stronger than ever.

Some might argue that this new path is Google having become the “evil” it speaks against with its “Don’t Be Evil” mantra. No. It wasn’t good nor evil before, as I’ve written previously. It was a company with big ideals, and it still has those big ideals. But the new path it has been on puts it in more conflict with other companies than ever before and thus opens it up to fresh “evil” accusations.

How has this happened to Google, which still continues pledging that it’s fighting the good fight for users and the internet as a whole? I’m going to argue that it’s paranoia that did it, in particular Google’s paranoia that other companies like Microsoft, Apple and Facebook were such a threat that Google created new services that have taken it 180 degrees away from the search engine roots where it started out.

What Is Google?

Google still has a search engine, of course. But the company itself is far beyond that. If you took the classic “What Is Yahoo” question that has confounded both past Yahoo CEOs Jerry Yang and Carol Bartz, rephrased that and put it to Google CEO Larry Page, I’m not sure he could summarize his company any better, in a short, easy-to-understand tweetable message.

Is it the official mission statement?

Google’s mission is to organize the world’s information and make it universally accessible and useful.

If so, that tells consumers nothing. How about I try to summarize it by listing all the things that just pop into my head. Let’s go:

Google is a search engine and a social network and a mobile operating system and mobile phones called Nexus and a tablet called Nexus and a place you can buy content like books and games and videos called Google Play and a travel guide and a restaurant guide and a place you can write blog posts and a place you can watch videos on YouTube and a web browser and a way to place ads all over the web and where you can get offers or you can use your phone as a credit card and much more.

That’s not very helpful, either. To be fair, elsewhere on the Google site, under the image of various Google product logos shown above, the company tries to summarize what it does under a “get stuff done” heading:

Google has grown to offer products beyond search, but the spirit of what he said remains. With all our technologies—from search to Chrome to Gmail—our goal is to make it as easy as possible for you to find the information you need and get the things you need to do done.

“Google. We help you do stuff,” might be a tagline the company should adopt. The only problem with that tagline is that when Google’s mission is to help people do things, then it has no boundaries, nothing preventing it from conflicting with all those other companies out there that help you do specific things.

Microsoft unveils a new look

It's been 25 years since we updated the Microsoft logo. Now is the perfect time for a change. Learn more at

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Apple Allowed Hackers Access To User's iCloud Account

Is your iCloud account secured by a good password? That’s not going to help you if Apple sidesteps your security and hands hackers access to your account.

Yesterday I posted Mat Honan’s tale of woe. Hackers got into his iCloud account and used that to remote wipe his iPhone, iPad and MacBook before going on to create more mayhem. At the time it was assumed that the hackers had used bruteforcing – trying passwords until they got lucky — but it turns out thatApple gave the hackers access to his iCloud account.

            “I know how it was done now. Confirmed with both the hacker and Apple. It wasn’t password related. They got in via Apple tech support and some clever social engineering that let them bypass  security questions.

“Social engineering” is a fancy word for tricking the person on the other end to do what you want by making them believe that they are you.

Nothing can protect you from this kind of targeted attack. You ca have the best password possible, and awesome security questions, but if the hacker can convince the tech support person that they are you, they can walk past all that security.

Scary thought!

People can be tricked, but given the power that access to an iCloud gives someone — access to documents, photos, not to mention the ability to delete devices — I would expect Apple to have tighter controls over how people are allowed to bypass security questions. People do forget their passwords, and they do forget their security questions, but before allowing someone to bypass these safeguards Apple should err on the side of caution, perhaps making the person making the request jump through a number of hoops before giving them access to the account.

This high-profile hack of an iCloud account has highlighted that Apple has a weakness here, and the company needs to tighten up security and come clean about what went wrong here.

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