• by October 6, 2004

As the search giant continues to extend its empire, it unveiled a new technology today at the Frankfurt Book Fair to help publishers sell books online. The move appears to be an advance into Amazonian territory.

The Google print function will be worked into Google search queries so that Web surfers will see book excerpts next to search results pages. Book excerpts will incorporate a link offering surfers the chance to buy books from online booksellers. Google doesn't plan to charge online retailers that list their site next to search results. However, it will implement a revenue-sharing deal with them.

Ironically, Amazon's A9.com is an ad-free service that is partly based on Google's search technology. The move into the online book space, like the Gmail service, appears to be the latest in a series designed to diversify Google's product and service portfolio. Does Google want to be Yahoo!? There are signs that it's moving in that direction, or trying to.

Online auctioneer eBay has also moved into broader e-commerce, directory, and multimedia activities. Acquiring an interest in Craigslist represents the latest sign of eBay's expanded universe. Notably, it's also done some interesting sponsorships and cross-media deals of late with CBS and other Viacom properties. Yahoo! has partnered with NBC's hit show "The Apprentice" to present interactive content supporting the property.

No online property can afford to be a one-trick pony any more. Not even the big guys - not Yahoo!, eBay, or Google.