Posted April 4, 2012 9:36 am by with 0 comments

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Google is very busy trying to make sure that they can make money in more ways than just search. They have struggled in many areas such as the Android market etc and the result has been Google Play where they sell or rent just about anything and everything from books to music to movies and more.

To show just how willing they are to go to any length to make this thing work, their latest deal for movie rentals was reached with Paramount which is owned by Viacom who is locked in a court battle with Google. Peter Kafka of All Things D reports

Viacom and Google are locked in a copyright lawsuit that is nearly five years old. But that doesn’t mean the companies can’t do business together.

This morning, for example, Google’s YouTube is announcing a deal to rent movies from Viacom’s Paramount studio. The move will bring some 500 titles to Google.

It’s been a year since Larry Page took over at CEO for Google and the change in the company is palpable. Not to say that these changes are good or bad overall. They each have their individual merits and demerits for sure. Overall though it is very evident that the company is in a transformation that is interesting to watch.

Being as big and powerful as Google is has made them a target. That’s to be expected. Being a target at the dawning of the Internet age however is very different than anything else we have seen in business. The missteps and struggles the search giant has encountered are entirely new to the business world. There is no model for a company that had such a meteoric rise to power in such a relatively short period of time then have that power threatened by more rapid change that they are having trouble keeping pace with (at least at the moment).

It’s not like Google is going away any time soon or at all. To assume they are bulletproof, however, is a dangerous position. Every deal (read business) is 90 days away from extinction. Think that’s not true? Take a look at history. Google is really not much different other than the fact that they play in an area of great growth so it may be harder for them to truly come apart at the seams.

To be honest, I am much more interested in Google succeeding and truly competing in other areas of the Internet. Their success creates the need for better competition and the result is more choice for consumers. That’s a good thing unless, of course you think that regulating choice is a good idea but let’s not go there now.