Imagining the Google Future

Business 2.0 Magazine has an interesting article this month examining Google's many possible futures. Included in the speculation are Google is media. Google is the Internet. Google is dead. Google is God.

What kind of company will Google become in the coming decades? Will it succumb to hubris and flame out like so many of its predecessors? Or will it grow into an omnipresent, omnipotent force -- not just on Wall Street or the Web, but in society? We put the question to scientists, consultants, former Google employees, and tech visionaries like Ray Kurzweil and Stephen Wolfram. They responded with well-argued, richly detailed, and sometimes scary visions of a Google future. On the following pages, we've compiled four very different scenarios for the company. Each details an extreme, but plausible, outcome. In three of them, Google attains monopolistic power, lording over the media, the Internet, and scientific development itself. In the fourth, Google withers and dies. That may seem unthinkable now, but nobody is immune to arrogant missteps. Not even the smartest business minds of 2005.