It was an interesting quarter for Google. The search giant moved into uncharted territory with the launch of Google Plus, bringing its data-driven business squarely into the social realm. The branding of "Google+" is hard to ignore; how do you read that? It's "Google," but it's more. But to make the social network a + instead of a -, Google has to tie it into its core business – advertising targeted to searches – and use the social data to improve it.
Google can't do that without its mobile vehicle, Android, the most popular smartphone OS in the world. Mobile computing is becoming the most important kind. Its use surpassed desktop computing this year, and mobile ad revenue is exploding. Location-powered search is the key to the business, and Apple – Google's mobile competitor – is revving its engines in that space. Google Plus, the big Q3 experiment, is tailor-made for Android use. So where is Google's mobile vision in its Q3 earnings results announced yesterday? Good question. It isn't there.
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