When companies grow at a near exponential rate there’s danger lurking. Markets always seem to overdo things, and when growth finally slows (as it inevitably does) many investors are often left holding stock they paid too much for. Clearly investors in Google and eBay have been vulnerable to this threat from some time, and that’s why any hint of a slow down often leads to sharp falls in the share price.
For Google, the problem is this. So strong is its position in the internet advertising market that it is beginning to lose scope to grow within the industry. In fact, in the years ahead it’s likely to see growth restricted to the rate at which the industry expands. But, for all that, so far so good, as there have been few signs of a slow down in the company’s extraordinary growth in profit.
For eBay, the threat seems imminent. In its last quarter, profits came in at $250 million. That’s less than the results from a year earlier of $291 million. In fact, the company engaged in share buy backs recently, a practice usually restricted to mature stocks with only modest growth to look forward to.
But yesterday and this morning saw announcements from the two companies that could keep Google on its growth trajectory for many more years, and could see eBay return to the fold as one of the world’s sexy growth stocks.
The two companies are to club together with a joint venture. Google ads will feature on eBay pages viewed outside of the US (the auction company already has a deal with Yahoo for advertising on its US pages). But, perhaps more interestingly, the Google eBay partnership will entail what’s called click to call advertising. Customers will be provided with the opportunity to ring advertisers using VoIP, just by clicking the ads shown.
Both Google and eBay have their own VoIP technology and, theoretically, the click per call venture will support formats from both companies. In practice, however, it seems likely that the eBay owned Skype service will carry the most weight, and indeed some are interpreting the deal as a sign Google is ceding the VoIP market to Skype.
Meg Whitman, president and chief executive of eBay said “By combining the power of eBay in ecommerce and Skype in communications with Google’s leadership in search and advertising, we can increase the usefulness of the Internet for shoppers, merchants, and advertisers around-the-world.”
Eric Schmidt, Google’s chief executive added “This agreement underscores how much we value eBay as a partner. Our technologies will allow us to connect users to relevant advertising across eBay’s international properties. By working together to promote click-to-call functionality through Google Talk and Skype, we are offering advertisers one more innovative way to connect with customers.”
It’s a significant deal for both companies. For Google it represents a new way to generate advertising revenue and for eBay it provides added scope to monetise its Skype asset.
When the company bought Skype many asked how the VoIP platform was going to make money - after all it’s free amongst users. Yesterday’s announcement goes some way to answering that question, and shows how for Internet companies revenue tends to follow innovation, even if it’s not obvious how this will happen at first.
But Google is nothing if not a multi-tasker. And it was not content to limit itself to the eBay announcement this week. It has now revealed details of a new software product. While Yahoo seems to be the main victim of the Google eBay announcement, Microsoft is seen as the big target for the software launched. With Microsoft’s Vista delayed, Google’s suite of products will come in two versions - free (read funded by advertising) or paid for, to be launched later in the year.
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