Financial Times of London Editorial on Google: 25 Jan 06

[David Farber <dave () farber net>]

Begin forwarded message:

From: GLIGOR1 () aol com
Date: January 28, 2006 1:48:12 PM EST
To: dave () farber net
Subject: For IP: Financial Times of London Editorial on Google: 25  
Jan 06

Lex: Google
Published: January 25 2006 15:20 | Last updated: January 25 2006 20:07
www.ft.com

When you have painted yourself whiter-than-white, any trace of grey  
creates a stain. That is where Google finds itself. Ideals of doing  
no evil and “organising the world’s information and make it  
universally accessible” do not tally with a decision to bow to  
censorship for its China-based service.

Giving way in China risks tainting Google’s image of being different.  
Much of Google’s success has come from a superior search algorithm  
and sheer simplicity, but image has also been important. Users trust  
the brand to deliver the best results, free of distortions. Some  
already fear, wrongly according to Google, that its tie-up with AOL  
could lead to favouritism. As Google expands, it will increasingly  
have to balance commercial opportunities against risks to its brand.

Clearly, Google’s Chinese move will draw criticism – even as it holds  
out, in contrast to rivals, against handing over search information  
to the US government. However, if Google wants to be serious in China  
it cannot operate from the outside. Fully entering the market means  
working within local rules. Otherwise, rivals who accept censorship  
will build strong positions and could one day even make money from  
the tough, but potentially huge market.

Google’s pragmatic decision, which does compromise its principles,  
should not be enough to affect users’ behaviour in its core markets.  
But if Google one day gets the balance wrong between commercial  
opportunities and nurturing the brand, it could be painful. After  
all, users can switch search engines at the click of a mouse.



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