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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.
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Wow - isn't it amazing that software can actually change how you live, rather than how you live changing software?
In other words "all your life is belong to Google."

Personally, I don't use or want to use Gmail. I want all of my documents on my desktop under my control, not in a cloud somewhere. The question is, how powerful/useful/important will all of this be of you DON'T put your entire life in Google's hands?
Wow - isn't it amazing that software can actually change how you live, rather than how you live changing software?

That is beautifully stated, +Stephanie Barbour .
You're kidding right? You're saying the only way to be a player in the digital world is to succumb to Google's power and dominance? So we shoudl just destroy thousands of software companies who make social networking, email, conferencing, graphics, editing, spreadsheet and any sort of tools and bend over and take it from Google? You two paint a very bleak picture.
Yup. Fascinating. Our ninja SEO team has been doing experiments. We are quite excited about AuR and PubR
+Thomas Power your talk was great. And now you have added some more value with this post.

I am truly excited about social CRM. I always had a problem with the divide or gap between internal communications and external or public communication called social media.

We are now seeing it's integration in such a big way that people and corporations are not even aware of the fast change.

Here's just one story on how newspapers are slow to adopt:

Rupert Murdoch still believe it is depriving them of revenue by “stealing” their content and aggregating it at Google News. So you might think that Google’s head of news products, Richard Gingras, would try to smooth over any ruffled feathers when talking about the future of news. He did the opposite in a recent talk at Harvard...

My point being that it's a full integration. It's disruptive. And it requires business to be aware and adaptive. It is huge. It's not going to be. It is.
Still a fascinating talk, +Thomas Power :) I tend to agree with you, but I think time will tell how this is going to work out.

Skepticism towards Google's growing influence may turn out to hinder them.

I am in the human camp with +Doug Wolfgram for the moment, even if I use a lot of Google services.
+Thomas Power I used to work for Microsoft, and many of us saw exactly what you said above, way back when Google was buying up dark fiber all over the world. Google Voice represented the first shot, Google Apps second. Clearly everything you said above is true and accurately stated. Google has or will become the default solution for most everything we do, and I'll leave it to others to determine if that is good or bad. Personally, I dont see Microsoft and Facebook remaining separate entities much longer.
This has 1984 written all over it. If you are right, imagine the economic impact. Besides, in the US Google will be stopped through anti-monopoly laws.
+Thomas Power Not sure how I haven't seen your stuff before. Just so you know, I found this via Google News (for some reason under the Real Time Coverage of T-Mobile wanting the iPhone). I have Circled you, and I am sharing this.
+Thomas Morffew yep, that's right I followed your advice and have placed the rel tag in my header. But it sounds like you two have a lot of secrets for world domination via Google+....
To be honest I'm excited - GO GOOGLE!
(she screams, whilst secretly hoping google search will give her brownie points and rank her site higher due to being a "Googlian")
Okay, now that I've shared it, I wanted to say +Thomas Power that it's good to meet another Google+ visionary, someone who sees that there is a bigger strategy at play than most people are seeing yet. Google is wrapping up their ecosystem in a neat little package, with the social stuff as the glue that binds.
+Thomas Power SoftFace! I love it. But seriously, you're forgetting Nokia, eventually MS will have to buy Nokia to keep them from wanting to sell Androids like every other sane Apple competitor does. So, SoftFaceia? NoFaceSoft? MicroBookia?
I'm a bit behind, I still have a blackberry until around June, so until then I can't really use Google+ on my mobile
+Thomas Power Ah...actually, I fully expect Zuck to be run out on a rail after the IPO dives like a sperm whale. My fantasy is that the one who saved our ass at Microsoft years ago, J.Allard, would be coaxed into coming back and running that behemoth.
Maybe we can get nivea involved as a sponsor of FaceNoSoft
Okay, I'll play. The name of the new visionary merger between Microsoft and Facebook:

Ohh +Eli Fennell get it right! It's Y! U FaceNoSoft? Not Y U NoFaceSoft?!! Honestly... Anyway I'd better get back to studying for my religious leadership exam tomorow...
PERFECT! And documented on the most powerful system in the world - GOOGLE!!!!!
Naturally +Thomas Power, I agree with you overall. However, there does need to be some action to correct the anti-intellectual bias that has crept in with each 'tweak'. Too many of those who were here from the beginning, as you and I, have dropped out or simply stopped posting as text has been demoted in favor of LOLcats and Memes—the new IOS app is a perfect example.
Do you think that Google search results are going to be entirely ranked by number of G+s in the future (as long as it is relevant) or will it continue to be a mix of relevance and site linkage?
You forget, +Colin Lucas-Mudd that 18% of the population is below the intellectual poverty level. This means that one out of every six people is legally bland.
Believe me +Doug Wolfgram, I could never forget that. Just check out the WH history. The differentiation from the FB market is what built the stunning early growth. The recent decline in quality and pandering to the Lowest Common Denominator is the concern. See my post of last week on the conversation with +Alan Rusbridger, Editor in Chief of the Guardian, for the view of the 'thinking' media.

Now, to what extent this is a battle for domination of the sector controlled by the 4th Estate for the past couple of hundred years—remember the Googlezon video?—and how much of this is simply market testing, is unknown—so far... As I said, +Thomas Power, as always, has a valid point. Only time will tell whether a tactical error will deny historians the possibility of using, albeit empirical, data and evidence to confirm Thomas' thesis.
We've been getting the hints from people like Larry Page who has been saying Google+ is their long term strategy. Vic Gundotra has been telling us that Google+ is the new Google and the + signifies that in the smallest way possible. And Bradley Hororwitz has responded to critics who write off Google+ by saying they're not privvy to the long term plans Google has but it will become clearer and clearer.

Many of us can already see where this is going and I agree with Thomas that it's going to be huge. Those people who liked being able to pick and choose which Google products they want to use will now have to embrace Google+ as its going to be integrated in every one of their products as mandated by Larry.

I predict that just as Google dominated the Search and Email market despite coming late to those parties they're going to dominate in whatever market we call this new playing field. Facebook & Microsoft will have to join forces to be able to compete.

Interesting times ahead folks.
Indeed +Chet Thaker. And this is where the below-the-radar fight that is happening with the media has its genesis. The 4th Estate can see it too.
Thomas, you mention getting a Samsung Galaxy S3, I thought I should mention, the galaxy note, although bigger is still a very Phone like device, and the main advantage, the bigger screen, much easier to read!
Apologies for all my grammatical and spelling errors. I need to be able to edit comments from the iPhone app :)
YES! +Chet Thaker. I can't count how many times I've had to run to my office whilst cooking, commenting on my iPhone, and seeing a typo only after I've posted.
Indeed +Chet Thaker, often it's the culprit. I'm English writing from the US on an American device. Damn it, it doesn't even know that there's a 'u' in 'honour'!
I don't even know where to start, +Thomas Power. This is really interesting stuff. I just shared it out urging people to listen to the full 30 minutes because it's just packed so full of insights and really interesting speculation. You didn't get into the CRM stuff as much in the video, and at some point, I'd love to hear more about your thoughts there. Great work. That was a lucky audience.
+Thomas Power Excellent post. Add a Chromebook to the mix so you have an adult size screen and adult size business keyboard on the go, then the soon to come Chromebox (ChromeOS based dual-monitor desktop) and you have what I call total freedom from stifling IT cost's and technical constraints of running your enterprise. Talk about a value proposition! The exciting thing about is that with Google Apps for Business (GA4B) you have the ability to create easy custom work-flows with zero programming so one could actually automate custom business tasks replacing commercial software in some cases. It is a paradigm shift that I've been evangelizing for over a two-years to a growing client base of business adopters. Thanks for a great post, could not have summarized it better myself.
Loved reading your post +Thomas Power I'm hoping a better Calendar integration and event planning will come to Google+ fairly soon. Then an improved Contact management tool.
If they can actually convince businesses to upload intranet stuff to the cloud, people are in true denial about the nature of the world they live in.
+Grizwald Grim I understand your fear, but it is missplaced, the term "The Cloud" is just that a term to give a handle to the infrastructure of computers conected together. Any computer conected to this network is vunerable. The security issue you alud to is already there.
It's a much different vulnerability than you think by the sounds of it.

There's a major difference between being vulnerable to attack and and a majority of businesses storing data on the same server farm are different beasts
As I understand it, Google encript and fragment your data, keep multiple copies on different severs in different countrys and continents. Very few individual businesses could match this off their own backs.
You can tell me how great google is, how trustworthy they are. People die, leader's change.

It might be nice as hell in the lions mouth, i'd still think twice before putting my head in there.
+Thomas Power great post but please think about that most Users starting Google+ before 11.2011 are running their G+ Profile Accounts using a
Best working platform in the Google environment is Google Apps for Business, the integration and functions are far better for Business Users... +Robert E. del Sol mentioned it before...
+Thomas Power If there was anything I wish you had touched on more, its what all this means for folks in IT. Yes, the writing is on the wall, but what are they to do? Where do you think they will go?
Great talk Thomas and a great compliment to your summary above, clear, incisive and very thought provoking.
I have been engaged to talk to a very diverse group of artists and visual communicators next month here in the SW about the radical shifts that are rocking the digital world. I will be concentrating on g+ and your talk has opened up the subject in a startling way, thanks.
I have spoken to +Thomas Morffew about this but if you are running any more talks which might touch on this aspect of the changes, then I would be very interested in attending, either as part of your audience or possibly as a speaker.
G+ has completely changed my working life and it is clearly just the beginning.
But just how in heaven's name have I got a Klout score higher than you and just how how in earth's name do I monetize it?! ( Edit, the same!!)
+Thomas Power How interesting, since that is exactly what we are doing, primarily for Business Execs and Politicians in Canada. So much so, we've little time for other aspects of our business: +TekPersona Corporation
+Thomas Power I would say the alternative isn't really an alternative. What I would recommend though, is that the corps that will be these customers paying to move themselves into the cloud don't just buy whatever is offered but come together and demand certain features are in place before any of them adopt.

Demand that all of their cloud data access is logged in a way that can't be circumvented and that this be demonstrated prior to adoption.

I don't think the entire gov't is a tech illiterate as we are led to believe, and it'd be damn wise to make sure there isn't a loophole that allows them to get at corp cloud data without reporting that access.

The problem with businesses and new tech is that the exec making the decisions might not know what precautions one should take.
+Grizwald Grim I want you to look up a dude named Steven VanRoekel, who is the CIO for the Federal Government. He's a former Microsoftie friend of mine. He would tell you in private conversation, that the technical knowledge level of folks in Government is stunningly low, almost to the point of embarrassing.
I'm not fighting anything! ORS doesn't mean I have to bend over and succumb to Google's dominance. I choose to use the best tools, not the tools the masses flock to like lemmings. :)
+J.C. Kendall I'm sure he would - and I'm sure it's true for most 'folks'. However, that doesn't mean that say the CIA or NSA doesn't have the few people in government that know what their doing. Presuming the government is harmless is always dangerous.

The stereotypical incompetence of government in general is not a valid reason for anyone not to protect themselves from competent threats that might arise within the government.
+Grizwald Grim Dude, I was actually enforcing your view. The fact that decision makers ignorant of the ramifications of what is being discussed here represent our only defense, makes this evolution more than inevitable. It will indeed be left to each of us to protect ourselves and our infomation, Government will not, and cannot, for they just dont get it.
+J.C. Kendall Ah, thought you were going with the we're safe because the government is incompetent angle. I don't trust those creating the cloud nor the competent within the government and see both as those who might attempt to misuse data placed in the cloud. Trustno1 and all.
I think you're only half right Thomas, you say that Google are putting everything into Google plus, I agree with this analysis, and I think it's half right, I think Google are being much cleverer than that though, and I have an inkling you already know this, I think I have guessed where Google are going with Google plus, Google plus will evolve into my, your and everyone's own personal digital assistant.
+Thomas Power With regard to: "I was staggered how much ground Google have already covered" That's a significant comment, I think you are aware of the nature of our current technology, the exponential rate of growth it has, re: +Ray Kurzweil But what you have said, what you have noticed about Google, I hadn't "noticed that" I'm not saying it's not happening, just that it's not been visible to me.

Now you have brought it to my attention, I can see, the products Google are developing, my guess is that these are developed because they (Google) use the first iterations themselves, in other words not only do you now have an exponential rate of growth in technology, you also leverage this growth to enhance the way people work. In other words products which my guess is Google have created to make their own working processes more streamline, faster and more intuitive are now making available for public consumption.

Not only is technology moving at a exponential rate, human interaction is becoming the same, exponential, there should be a better term I think, but I'm sure you gather what I mean.

The seamingly airy fairy idea that the whole world should be connected, that a third world person should have equal access to the Internet equal to a first world person, a strange, unlikely outcome, now, with this insight I can see this outcome not only seems very likely, it, is now inevitable, and it will be very soon.

Just like the way technology is growing at an exponential rate, so now will (IS) human connectivity.

Google are out there in front, not only are they in front with the connective technology, but they are in front with their philosophy, the philosophy of "Big Business" is now a dinosaur, the next iteration of our society will be based on "society".
+Thomas Power 
I'm a little late, but I just watched this video today and found it thought provoking, especially the idea of data monopolies forcing users to adopt a platform. You posit that these four gargantuan companies are killing entire professions, and I agree with you. But are they not also creating new, unforeseen market opportunities? Isn't the proliferation of vertically integrated ecosystems also creating a market need for bridges?--companies that are able to connect and interface between disparate ecosystems?

Google's goal has been very clear in my mind for about five years now: they want to own the whole stack. They want the search, the email, the browser, the OS, the maps, the mobile, the local, the social, the content sales (play store), the hardware (Motorola is much more than just patents and smartphones), the tv, the office suite, the calendar, the videos, the photos, the IaaS, the transactions, the news, the ISP (Kansas City, anyone?), the carrier service (I imagine they'll buy one of the smaller carriers within the decade), etc, and of course the massive advertising muscle to monetize it all. They've gotten most of it nailed down, and they're doing brilliantly.

And yeah, that's kinda scary, and we should be wary of them. But it's also kind of exciting, given the incredible market opportunities for bridging to other platforms, hacker-communities, app developers, things like OUYA, collaborators, and the like, not to mention the time and money saved by not having to buy the software, hire the IT, and train the staff.