GOOGLE

Google, one of the top 3 media tech companies all over the world might become victim of its own success; At this point federal courts in the U.S. and courts of the EU are studying potential antitrust policies that Google might be applying. Additionally with the new U.S. regulation Google might be forced to be divided into different companies and no matter its great cash liquidity will also be limited to buy new media tech companies. In concrete one of Google´s main concern is that its growth will be under scrutiny and will be slowed down.
Another important concern about Google has just come to the light during its conflict with the China government. Due to Government pressure Google might not be able to operate its search platform and in that case will be left out of the Market because its lack of infrastructure to distribute and sell its other products. On the contrary Microsoft will have less problems dealing with China market thanks to its current infrastructure developed over the last years.
As a response to this last concern some people are wondering about Google´s vulnerability. Google is being questioned about its great dependence on media advertisement. Google´s dependence on their search platform could face many challenges in case there is a new breakthrough in technology or once new advertisement tools like movil phones become more efficient to marketing campaigns.
About Google products, Android, Google Desktop 3 and Google Books will face serial challenges. Android most important disadvantage is that because it is applied on different phone platforms, new tools and updates of Android might be difficult to be installed in all kinds of movil phones. An important disadvantage for Google Desktop 3 is that one important part of the market, specifically Companies have been advice not to load their hole information on Google server because of confidentiality and efficiency risks. Finally, the concern about Google Books is mainly the legal uncertainty about author copyright data that at this point is not clear.
I believe that although its popularity and the size of the company, Google has to face these challenges promptly and be aware of network competitors like facebook which are gaining huge advertising markets and developing tools that might jeopardize Google hegemony in the future.