The Alternatives to 47 Google-Services
How expensive would it be to replace Google? This admittedly fascinating question was asked at the beginning when Google’s economic impact was being evaluated. It was examined which opportunity costs would arise for users and the economy, if Google would close down at short notice. In order to conduct such a calculation the marketing analysts KREUTZER FISCHER & PARTNER based in Vienna, at first examined the services provided by competitors during the corresponding period (November 2007). Investigations took place to find out which alternatives were available providing services similar to those supplied by Google.
In a second step it was examined which direct and indirect costs would arise if one were to switch to another service instead of Google. The “management theoretician” Michael E. Porter describes these kinds of adjustment costs as “conversion costs”. The higher these conversion costs are, the larger the damage, which would be caused if Google-services would be terminated.
The examination included 47 Google services ranging from Web Search, Google’s actual browser, to You Tube, the video portal, which had been purchased by Google just shortly before. Possible qualitative losses in case of a conversion were not taken into consideration, since - understandably- there was no agreement among the community.
Below you will find a list of alternatives for the various Google services compiled by KREUTZER FISCHER & PARTNER: