The Googlization of Everything

CNet:

The search engine space is filled with a slew of companies that are vying to become the next Google. What is the "next Google"? It's a search engine that captures the majority of the search engine market--a feat that hasn't been accomplished since Google claimed that crown a decade ago when it finally beat out AltaVista and Yahoo.

Yahoo is still a major player internationally even though it's losing ground both in the U.S. and abroad. Microsoft is scrambling to capture double-digit market share. There are many smaller search engines like Quintura and Cuil, the self-proclaimed "Google Killer." The competition is fierce. But so far, it isn't dangerous to Google.

According to research firm Hitwise, approximately 69.5 percent of Internet searches in the U.S. were completed on Google's service during 2008, representing an 8 percent increase over 2007.

Yahoo and Microsoft, the second- and third-place search engines, respectively, didn't fare nearly as well. Yahoo captured 19.2 percent of the search market during 2008, representing an 11 percent drop for the year, while Microsoft accommodated just 5.9 percent of all searches during 2008, a decline of 32 percent since 2007. Ask.com rounded out the top four with 3.8 percent market share, growing 1 percent year over year.

It's quite evident that if there will be another Google, the numbers (and growth) are not working in the challenger's favor. But let's look at the qualitative hurdles a challenger would have to clear: ...