This Sunday 7 September Google hits its tenth birthday. As it draws to the end of its first decade of existence the world’s biggest search engine is facing some unprecedented challenges on a number of fronts. Civil liberties groups around the globe have expressed concern about the big brother style invasion the Google Street Map is imposing upon members of the public where it takes photographs of ordinary members of the public and posts them on the World Wide Web. Martin Warner technology expert and CEO of Talkbiznow.com a business networking and productivity site for professionals argues that, Google will need to focus on the content issues that surround the very nature in which the web will grow such as privacy, piracy and personal security. Warner added, “if Web 3.0, albeit a marketing term, is about enabling the web to continue to grow and be profitable, then the new battle ground is all about content – Google is facing issues on all three fronts, from privacy, piracy and personal security – they should call it ‘Web 3P’, all internet companies have to deal with this pragmatically.”

Google recently came under fire with the launch of Street View in the UK because of the privacy and security issues of showing public faces taken by roving camera’s capturing views of streets. Similarly, YouTube faces the threat of deleting all proprietary content if Viacom (who recently won a ruling to demand to see all of YouTube’s content) find’s its content on the YouTube site – this could change the very nature of what YouTube provides and is about.

Warner added, “We all like what Google provides, but perhaps its greatest asset is it’s cultural icon status, people believe in the good Google provides. However, it could become a victim of its own success. If they cannot adequately manage privacy, piracy and personal security issues that arise on their platforms, the public opinion could turn against the super brand, turning it into a Microsoft story. The difference here is that Microsoft had a monopoly through proprietary software (its operating system), and despite some public outcry against its monopolistic approaches, Google just rely on people to use its Search function, this under pins it’s WHOLE revenue model – online advertising. They have to protect the public’s view of its platform, otherwise, it is the one thing that could destroy this great company.”