The biggest battlefield is local and mobile (I combine them because soon, local will mean simply wherever you are now). That’s why Google is in the phone business and the mapping business and why it is working hard to let us search by speaking or even by taking pictures so we don’t have to type while walking or driving.
The winner in local will be the one that knows more about what’s around me right now. Using my smartphone’s GPS and maps—or using Google Googles to simply take a picture of, say, a club on the corner—I can ask the web what it knows about that place. Are any of my friends there now? (Foursquare or Gowalla or soon Facebook and Twitter and Google Buzz could tell me.) Do my friends like the place? (Facebook and Yelp have the answer.) Show me pictures and video from inside (that’s just geo-tagged content from Flickr and YouTube). Show me government data on the place (any health violations or arrests? Everyblock has that). What band is playing there tonight? Let me hear them. Let me buy their music. What’s on the menu? What’s the most popular dish? Give me coupons and bargains. OK, now I’ll tell my friends (on Twitter and Facebook) that I’m there and they’ll follow. This scenario—more than a newspaper story—will define local.
To do all this, Google—or the next Google—needs two things: First, it needs more data; it needs us to annotate the world with information (if Google can’t find this data elsewhere on the web, it will create the means for us to generate it). Second, Google needs to know more about us—it needs more signals such as location, usage history, and social networks—so it can make its services more rele