The Secret Behind Google's Success: The Instant Massage

Google’s profits are indeed impressive, and if my local newspaper (no link available, I’m afraid) is right, it’s clear clear why: the company is offering a service no right-minded person could refuse:

But the introduction of new products, such as instant massaging, and upgrades to existing services, such as mapping, helped Google attract more summer traffic than anticipated, executives said during a conference call yesterday.

This seems to have emanated from an AP story, carried by The Seattle Times and Canoe Money, both of which either fixed the typo or else didn’t create the error (no way of easily telling whether the error was in the original copy, or whether my local paper ran an ageing spellchecker over the word to create the fluff.)

Instant massaging is actually not that uncommon.  3G UK’s JustYak Chat “brings the popular Internet Instant Massaging to the mobile world” (a press release that hasn’t been fixed in two and a half years. Does no one proofread these things?) In fact Google offers “about 535” entries for instant massaging, only one or two of which seem to deliver what they promise. (IWantOneOfThose.com points to the USB Massager, which I’ve long touted as a serious peripheral.)

In fact instant massaging has a pedigree. It throws up 27 matches on Factiva, including this comment from Charles Gibson on ABC Good Morning America on June 20 (sorry, no links for these as Factiva is a subscription only service. You’ll just have to take my word for it):

Are cell phones, instant massaging, and multi-tasking giving us all Attention Deficit Disorder? Yes, is the answer.

I can well imagine. Instant gratification always was the enemy of concentration. Or this from the UK’s Birmingham Post on Nov 17 2004 in its Anniversaries section, which goes some way to explain why British workers are using more paper, but still leaves us wanting to know more:

2001: A study showed that paper consumption in British offices had increased by 40 per cent with the advent of emails, faxes and instant massaging.

Then there was the report of a local man exactly a year earlier in the Providence Journal arrested for online harrassment, or “cyberstalking”. The paper explains:

Cyberstalking is a misdemeanor charge that involves harassment via e-mail or instant massaging, according to the state police.

Indeed. People leaping upon strangers in public and on the Internet, delivering instant backrubs should definitely be stopped before it gets out of hand. (Sorry.) But then again, maybe this explains AOL’s difficult times. Back in August 1999, according to CNNfn’s Moneyline, AOL was doing its bit to make online a more pleasurable place to be, as a transcript of the show has host Stuart Varney explaining:

America Online is pushing to make its popular instant massaging feature an Internet standard. And in the process, out-muscle Microsoft. For the first time, AOL will let other Internet service providers use the massaging systems: EarthLink and MindSpring. The deal lifted shares of Earthlink 4 1/2. Mindspring rallied nearly three. And AOL edged up nearly a dollar.

Only a dollar? Microsoft clearly lacked the technique and strength necessary to make backrubs an Internet standard. EarthLink and MindSpring (the names carry different connotations now, knowing they were more focusing as much on massages as messages) clearly were 100% behind this initiative.

One can’t help but wonder, though, what the transcribers and stenographers made of what they were writing when they wrote ‘massaging’ rather than ‘messaging’; take, for example, this transcript from September 1998 Congressional Testimony by John Bastian, Chief Executive Officer of Security Software Systems, a company offering “computer software solutions designed to protect children on-line”. His testimony on the dangers of life online was otherwise impeccably recorded by the Congressional stenographer, except this bit:

Thousands of explicit web sites exist with millions of pages of pornographic material. Most are easily accessed by a few clicks of a mouse. But sites are only a portion of the sexually explicit areas. E-mail, chat rooms, news-groups and Instant massaging can be virtual playground for the sexual predators and pedophiles.

Makes the Internet sound an even scarier place than it already is. Maybe we’re better off that AOL failed in its vision, and that Google may not, after all, be reaping huge profits from instant physical therapy.

Comments

[Derrick]

This is particularly funny, since the original name for Google was . . . Backrub!

[Tom Raftery]

Jeremy,

I was over half-way down this article before I figured out what you were talking about - I read massaging as messaging and couldn't see the problem!

[Hal]

At first I read the press release as saying that Google's profits came from instant massaging and napping. Maybe someone needs to figure out how to deliver these things that people really want.

[Amy-]

You don't even need google at all. Yahoo and msn likes me a lot, but google does not.

[Brian Turner]

I'm sure that instant massaging is sure to stimulates growth in any
business environment. ;)

[sparky]

Google apparently does provide massages etc for its staff, so the point that massage is the secret to google's success is not far off!