Google, Bypass or Embrace

Google may be one of the most controversial companies online today. The search leader has been accused of harvesting immense amounts of user data, breaking into unsecured wireless networks and simply being a monopoly.

It is also the largest and most recognised search engine on earth. That means that love it or hate it, Google is impossible to ignore.

This was the subject of one of the presentations at Travel Technology Europe. Dan Robb, Google's Senior Industry Head of Travel, took on Steve Endacott, Chief Executive Officer for On Holiday Group.  

The two focused on whether Google is a monopoly and if working with the search Giant is worth the investment. Endacott argued that Google was monopolising web search by buying up competition and using its dominant position to force advertisers to use its increasingly expensive service. 

The idea behind this argument is that, while there are other search engines out there, Google controls so much of the traffic that companies are forced to make it their default aria of focus. Robb countered, saying that Google's large market share was not a monopoly, but rather a product of being the best. He said Google offered the best search experience and that favoured it in any free market like the web.

Robb added that Google's Prices had, by and large, fallen and that the company was not overcharging advertisers for its service. While the two men argued over some of Google's practices Endacott admitted that Google had taken a very clever position. He said the reason they are a monopoly is that they are the best solution out there. 

This presents a very interesting situation for any company. While they may not like it, Google will be a part of every businesses marketing and advertising strategy for the foreseeable future.