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This is a very interesting talk by +Thomas Power about the coming competitive space amongst the emerging data monopolies (Google, Facebook, Apple and Amazon). Some of the major points from the talk are here in Thomas' text overview, but not all. It's a 30 minute talk...I know, I know...we're all busy. Thirty minutes is a long time. But I found this totally worth it. There is some very interesting speculation here. Not all of it will come true, but there is much meat to chew on here. Great stuff.
After almost 10 months using Google+ I am beginning to understand what Google are up to.

Firstly they are putting all their existing products into Google+ to reduce the number of products and brands present in the marketplace. Less is more.

Secondly they are focusing hard on integration. The way Google+ now integrates with my Gmail is starting to surprise even me. Most of us tend to build our lives around email, search and social and in that order and that's the way Google+ is being organized. Google search plus your world (GSPYW) is crazily accurate and updates in real time. Search has become so much easier when I ask my friends on Google+.

Thirdly they are thinking long term about CRM or should I say Social CRM as Google+ now recommends who you should Circle from your Gmail. The joy of this is having done so you can now sort your email by Circle. This is a heaven feature to be able to sort email by clients, suppliers, prospects, family, kids, friends, shareholders. Very clever ten out of ten for that. I now have days when I just spend time in one Circle. I've never done that before and that is a behavior change caused by software.

Fourthly is Cloud. Google Drive when I installed it last week automatically ripped all the documents of my hard disk and placed them in the Google Drive or Cloud. So everything I need is there for me wherever I am. Cool. The kids now have access to if ever they need anything for school or Uni.

Fifthly I have just begun to understand AuthorRank and PublisherRank and just how important it is to search. Thank you to Thomas Morffew for educating me on this.

Sixthly Google Hangouts now allow me to record my conference calls and automatically uploading them to Youtue where I can set them to public or private. This is great because with the Google Wallet plug in coming next I can then start selling this content online.

Seventhly I have just ordered my Samsung Galaxy S3 so I can truly immerse myself in the Android and Google+ mobile experience.

Eighthly I now realize you can run a large corporation of 100,000 people on Google+ and that this is a business to business play to replace the intranet and extranet inside organizations including all the apps. I also realize Chrome extensions are application plugs in and things like finance, billing, salesforce management will be a Chrome plug in any day soon. SAP,, Expenses, Analytics, Klout, Performance Management, Maps, Places, Blogging, Tweeting, Videos, Advertising everything will become a Chrome extension from an appstore like Google Play.

Ninthly of course this all links back to PPC and Google Adwords (where their money comes from). No doubt the PPC will be turned on once Google reaches a billion users in 2015. I have no doubt they will.

So there is a new industry emerging here. A Google+ industry. An industry requiring a vast array of skills commercial, technical, emotional as organizations begin to evolve themselves into the Cloud and make themselves one with the mobile web. All of this of course is before you add Google TV where no doubt Google+ will be the heart of their Social TV initiative. Oh and I never mentioned music.

I have attempted to summarize what I think is going on in this video. It's just one giant guess.
Paul Hosking's profile photoNuala O'Duffy's profile photoFrank Schulz's profile photoHamid Marc Afsharieh's profile photo
So much of what he says, I absolutely despise; not the messenger but rather the message.
+Gideon Rosenblatt I think the first 5 items. I'm not a fan of a lot of how integration undermines or otherwise pollutes previously strong products for the sake of a strategy that I find short sighted (which may be because I don't understand it clearly as those at Google do - I'll grant that I don't have their view). And I'm generally a Google fan. :P

EDIT A bit of clarification. "Less is more" gets bandied about often. But sometimes less is simply less. And other times, simplification ends up inducing complexity. When I talk of "pollution", I have the integration of GMail and G+ in mind.

It's nice that the author finds value in that. I can see how filtering a view based on Circles can be handy if your Circles work in such a manner. Mine don't. Almost none of the individuals I interact with on G+ are also individuals I email. So finding Circles in gmail offers no value to me. However, suddenly my contacts are populated with thousands of individuals from G+ who I will never email nor call. It is the collusion of worlds we used to mock Facebook about. Less is more indeed.
(bookmark) - sorry, really tired, but don"t want to miss the discussion :)
I think I understand what you're talking about, +Paul Hosking. I thought you were referring to something in the video. I think the general issue you're talking about here has less to do with integration and more to do with complexity. I used to work at Microsoft, and what happened to many of our products over time was just layers and layers of added complexity that, over time, simply detracted from the quality and usability of the products. There are lots of reasons for the added complexity. Sometimes it's requests from key customers, sometimes it's strategic factors. Sometimes there are issues with bringing together different products that have to do with clashes in different user models for the products that are being integrated.

I think it's pretty safe to say that we will be seeing more - not less - integration across the Google services over time. The key will be whether they can do this without overly complicating these services in ways that make them unusable.

One quick note - you can hide the circles you don't want to see in Gmail, simply by clicking the little drop-down on the side of each one (or all of them).
+Gideon Rosenblatt actually - I dislike the intent to simplify when that simplification removes functionality (which we're seeing) and when integration degrades functionality. Circles in gmail is actually a non-issue for me; I can hide them. No biggie (nevermind whether Circles really bring anything to the party that Labels weren't ). But when all my G+ circles became automagic contacts, there was no "hey - would you like to add in a couple thousand complete strangers? Oh! I bet you'd love to know when any of these strangers are online so I'll add them to GTalk too, right next to the people you actually know. And how about I sync the contact info for those strangers to your phone?" Some of that has been fixed. Some not so much. In the end, chasing G+ integration has been more hassle than help.

On the flip side, I do like Google ecosystem on my Android phone. And I think allowing for a "let someone email me without knowing my email address" button to G+ is a good idea (as is the ability to configure if / when that button is visible). So I'm not entirely opposed to integrating services. That is to say - it isn't integration per se that I'm against.

That doesn't even touch whether the Plus Your World and AuthorRank is helpful or simply power plays and undermines Search. I don't care for Plus Your World at all but I do see that AuthorRank could be very valuable... although there are some implications that make me uncomfortable.

Speaking of uncomfortable - Drive is another one. I haven't installed Drive but I do hope it asks permission before automagically uploading files. I really do like GDocs and Drive seems like a natural extension. But there are some uncomfortable legal and risk issues related to "the cloud". But I still use it. And now I'm getting a little far afield.

Oh - and I should note that the talk given is pretty interesting.
Mind blowing possibilities partic google use in business. Biggest obstacle besides turkeys voting for Christmas is for IT departments to trust cloud security for commercially sensitive work.
+Gideon Rosenblatt wrote: "I think it's pretty safe to say that we will be seeing more - not less - integration across the Google services over time."

I agree with that and please think about that most users are running Google+ using a account. Best working platform is Google Apps, the integration is far better for Business Users...
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