Google Inc (GOOGL) Faces Competition From Small Tech Companies In Mobile Segment

Large and small companies have tried to best Google Inc (NASDAQ:GOOGL) at its game, which the search engine, and the records are clear how many have thrown in the towel. There are still optimistic individuals out there still building alternative search engines, claiming to offer more refined search results and security. To their chagrin, all such efforts seem like fuel for Google Inc to grow as its search engine continues to expand exponentially.

First, Google Inc (NASDAQ:GOOGL) gave the world simplicity and efficacy. A quick search on Google Search service provides the most relevant results based on the websites authority, activity, content quality, among many other things that make the searches more relevant. And its database is matched by no other.

Other services offered by Google Inc (NASDAQ:GOOGL) such as YouTube, Google Maps, Android, Gmail, Google Drive, among others have since become authority in their own rights. That gives the company the muscle to wrestle other companies, whether established or startups.

However, a new battle front has been drawn. The traditional ways of searching for products by typing search words on the web or the use of banner ads have become such a challenge to use on smaller smartphone screens. Many people are also shying away from watching videos to get information about products or services; instead they are looking for simple and direct links that make it easier for them to navigate to relevant platforms.

Because of such challenges, some startups have seen an opening, and they wager on it to give Google Inc (NASDAQ:GOOGL) a run for its money. Three companies namely URX, Deeplink and Branch Metrics, deep linking or embedding links within apps is the in thing. This involves providing links to advertisers’ pages in a more personalized way, basing such links on an individual user’s activities on their smartphones. This encompasses the posts they read, the pages they view, the apps they install, and the products they buy.

For example, a user could be viewing an image of a suit on an app and a link would be provided that leads directly to a store from where they can purchase the suit. If a person is ordering for a studio monitor then the person could be provided with links that lead to good deals for other studio equipment such as soundcards, MIDI keyboards, and more.

The system requires a great deal of information about every user if it’s to work perfectly. That means following users’ activities closely every time they use their phones.

Branch Metrics revealed that it already has $3 million to pursue the deep-linking technology that able to track “tracks where users come from and what drove them to install the app in the first place, something that has been a mystery to developers.”

Google Inc (NASDAQ:GOOGL) too isn’t sleeping on this new front. The company has a mobile search product named App Indexing that helps direct users to the most relevant pages and apps. The service is only available for Android users, but will possibly be availed for other operating systems at a later date.

This article has been written by Victor Ochieng.

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