What is it with Web or Desktop Search that is drawing three tech giants Google, Microsoft, and Yahoo into serious combat? John Battelle in his book The Search states “Windows interface defined our interactions with the personal computer, search defines our interactions with the Internet.”
The battle of the tech troika is perhaps more than just becoming the standard user-interface for interacting with the connected network of personal computers, web servers, and devices. I believe, it is about becoming the functional equivalent of what human memory is to the human brain.
Internet is like a Virtual Brain
It is quite easy to conceptualize the Internet as the equivalent of a Virtual Brain of millions of connected individuals, corporations, and devices (Example: http://pespmc1.vub.ac.be/SUPBRAIN.html
http://www.newsfactor.com/perl/story/20064.html). Some in the academia research refer to it (with more attributes than covered in my blog) as the Overbrain or the Superbrain. This Virtual brain provides access to the collective data, applications and intelligence of all connected individuals, corporations, and devices through the function of Search!
Search is like Memory
Without the support of memory it would be impossible for us to recall and hence use that which we have already seen, known, learnt or discovered. Quite similarly without Search it would be impossible to find out that which is already seen, known, learnt, and discovered by the Virtual Brain – the combined brain of all connected individuals, corporations, and devices. Web Search thus serves the same function that Memory serves in our brains.
Clearly, a company that fulfills the memory function of the Virtual Brain will become fundamental to its use. Google, Microsoft, and Yahoo! sense this quite well.
What have Google and Yahoo! done well
Google has for over several years tried to become the Memory gateway to the Virtual Brain. The simplicity of a search box surrounded by white space on its home page make for the sense of “clarity” that is important for memory. This has gone down well with users.
Yahoo! has gone a step different. It has not only provided the ability to Search the Virtual Brain on its home page, but also provided easy access to “memory links” i.e. directories for common areas of interest like finance, shopping, movies, games and more. No wonder over 450 million people connect to Yahoo! daily and tap into the Virtual Brain.
The Future of the Battle
It is difficult to divine the final result of the battle between these three able combatants. Each brings a unique perspective and a distinctive method to tap into the Virtual Brain. However, it is easy to reflect on exciting possibilities. One simple example would be search results served not just in textual formats. People who are visual thinkers would love to see search results as visual maps (www.thinkmap.com). May the battle rage on and consumers win!
