In Google we trust

What will make you let go of the wheel? What will make you accept seeing drones in the sky? And what will it take for you to board a pilot-less plane?

Trust.

Since Google arrived they sought one thing — trust. They started with the motto, “don’t be evil”, and ever since they monitized their productions they’ve been fully aware of the need to convey integrity, despite being continually challenged by spammers, scammers, hackers and more.

Google know they can bring the best technology, but it means nothing if they lose your trust.

Google search is monetized by marketers sponsoring ads to appear for their key search phrases. And it makes a lot of money. And they want that to carry on. To ensure the incredible income stream from Google search, they must continue to be the primary search engine for the world — and that means keeping your trust in the results, and marketers trust in the advertising. Fraudulent clicks has become a business for few, just like spam, just like phishing and just like viruses. Google works aggressively to combat these threats but they’re keen to strengthen — here comes some new recruits.

Spider.IO was acquired February 21, 2014, Impermium acquired January 15, 2014.

The acquisitions, as is usual for technology giants, would have been motivated as much by the human assets as the technical. Now armed with both some magnificent tools and their authors, we’ll all benefit from boosts to Google’s adwords integrity and search integrity this year.

Sticking to one thing, really? No, not really, but Google is focussed on mastering the near-instant retrieval of the answer to any question. And that won’t change because they know it’s their basis for growth in every target area.

Search (or knowledge if you prefer the rebranding) is Google’s core. It’ll be at the heart of all future development for them. When your car takes you to work, that ‘device’ will be interrogating Google’s search throughout the trip, when the drone delivers your gift, Google’s search engine will be providing all the data needed to navigate, and when the plane sees you safely from A to B, Google’s technology will be providing all the information it’ll require.

What are the target areas?

Let’s look at who else they’ve acquired.
-SlickLogin, acquired February 16, 2014 — sound authentication security.
-Nest, acquired January 13, 2014 — home thermostat intelligent controller.
-Bot & Dolly, acquired December 13, 2013 — robotic optics.
-Boston dynamics, acquired December 10, 2013 — robotics.
-DeepMind, acquired January 26, 2013 — machine learning.

So what next? Robotic advancement is clearly being pushed but I suspect that will continue to be developed for many years, with extensive testing before any commercial release. In the meantime we’ll see regular advancement with cybersecurity and search/knowledge.

An outside bet? I hope Google will use SlickLogin to offer 2FA (two factor authentication) to banks, meaning a significant hardening against carding.

Let’s wait and see.

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