Thursday, June 29, 2006

Privacy And Convenience Go Head To Head

Image Credit: Google

Google believes that it has the answer for the convenience of online shopping with its release of its new service - Google Checkout.

eBay’s PayPal and Microsoft's former attempt at streamlining the online checkout process, Passport, have tried to address the security and convenience concerns of retailers and buyers alike, but neither have been able to make the processes deliver sales at the end of the shopping experience.

Google is banking on the trust built through owning the private information of the online shopper and insuring its privacy, they can deliver valuable purchasing information to retailers so that the retailer can market more directly to its potential target market.

What is the convenience to the online shopper? To be able to purchase online as if one had a "Mobile SpeedPass", in that the shopper would not need to enter private purchasing information for every shopping experience at every online retailer.

The rub is this -- Can shoppers trust Google to treat the information and its potential monopolistic power with a strong enough respect over time? There lay many strong temptations to play with this information and its collective power to the detriment of the user of the service.

Excerpts from Reuters via Yahoo! News -

Google Checkout to make debut
By Lisa Baertlein Thu Jun 29, 12:46 AM ET

LOS ANGELES (Reuters) - Google Inc. (Nasdaq:
GOOG - news) on Thursday will launch a long-awaited service called Google Checkout, which some analysts said could help online merchants boost sales and convince them to commit more advertising money to the Web search leader.

Analysts were mixed on whether the product, initially available only in the United States, puts eBay Inc.'s (Nasdaq:
EBAY - news) PayPal online payment system in Google's competitive sights.

The new offering, referred to in news and analyst reports as GBuy or Google Wallet, promises online sellers an easy way to add a checkout to their sites and can be used in addition to other options such as PayPal or a merchant's own pay system.

Google said Checkout stores names, shipping and credit card information and eliminates the need for consumers to resubmit that data with each purchase. Google is responsible for processing the credit card payments and keeping data safe.

"We think we're making e-commerce a lot more efficient and easier to use," Salar Kamangar, Google's vice president of product management, told Reuters.

Google charges merchants 2 percent of the value of each sale plus 20 cents per transaction -- a fee that early users said was in line with other options. The company rewards its advertisers by offering them $10 in free sales processing for every dollar they spend on its advertising program, AdWords.
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Forrester analyst Charlene Li and early users such as Buy.com said it will expand the market by giving consumers another way to pay.
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If Google helps Web retailers sell more, they could be persuaded to spend more money on AdWords, Li said.

"It's a win, win, win all around."
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"Google is looking at exactly the right problem," said John Bresee, president of Backcountry.com, which specializes in high-end outdoor gear and had $52 million in revenue in 2005.

The company, along with online stores run by Starbucks Corp. (Nasdaq:
SBUX - news), Timberland (NYSE:TBL - news), Levi Strauss & Co. and underwear seller Jockey, is among the first to try Checkout.
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"What we may discover is that Google knows a lot about search, but they don't know a lot about the way consumers are shopping. We just don't know," Bresee said.

In storing personal data, Google Checkout is reminiscent of Passport, Microsoft's online wallet, which bumped into security and privacy issues and failed to live up to the software titan's expectations after its launch about seven years ago.
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Li predicted an eventual backlash as Google pushes ahead with its goal to be the world's information clearinghouse and encounters inevitable customer service problems.

"Whereas Microsoft wanted to own the desktop, Google wants the monopoly on your information," she said, noting Checkout also provides buyers with a purchase history that shows where they spend their money. "I'm concerned that they could fall into a situation where they're the next Microsoft."
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