And they're coming in two ways:

Horizonally: Google is expanding horizontally so that it can capture every interface. Over the past year, they rolled out desktop search, a chat application, a blog application, established a stronger alliance with Firefox the web browser, and are partnering with MIT to roll out a laptop.

Vertically: They appear to be heading vertical as well, so that not only will you conduct your searches on Google, but the search results that appear will also be Google pages that harness information about the topic you searched for. For instance, Google Travel may be coming soon.

Companies seeking protection from Google's expansion should focus on owning the consumer in their industry. For instance, if you are in the dog walking business, you should think of your customers -- people with dogs -- and try to help them satisfy all their dog care needs. That way, when Google Dog Walking rolls out, your customer is attached to you.

And, as Google already knows quite well, owning the customer begins with owning his/her information. Get your customer to store valuable information with you, and create a way where them storing information with you is advantageous for them. This will increase switching costs significantly.

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