Google Sees Facebook, Amazon, Kayak As Competitors

On February 12, Google filed its 2009 annual report, which for the first time named social networks like Facebook, e-commerce sites like Amazon and vertical search engines like WebMD as competitors. Google's previous annual report named only software maker Microsoft and Internet giant Yahoo as "primary competitors," even though it acknowledged competition from unnamed start-ups and established companies that are enhancing or developing search technologies. Google's expanded list of rivals reflects its growing ambitions and highlights the emergence of social networks on which many users increasingly rely for product or service referrals, rather than seeking information through traditional search engines. Also named were review and recommendation Web site Yelp and micro-blogging service Twitter.