As Google fervently strides into the Chinese search-engine market, the meaning of its Chinese name, 谷歌 (pronounced 'gu-ge'), is becoming clearer and clearer.
谷歌 roughly translates to 'song of harvest' --Ed.
Google's Chinese name comes from a strict process. First, all Chinese characters beginning with G or K were laid out according to their pronunciation, resulting in a list that was over 1800 strong. At the same time, external consultants supplied Google with 100 names. From this pool, 谷歌 was ultimately chosen.
But despite the effort, some believe that the Chinese name is too hard to tie to Google. One explanation says that 谷歌 embodies the joy of the harvest, expressing the diligent pursuit of raising crops and the return to purity and simplicity that is inherent in it.
Even so, this is special to Google. For people who unswervingly admire Google and for those who speak English, the Chinese name is perhaps inconsequential; it is still the same Google to them. And besides, Google is only becoming more and more successful- as evident in its excellent market performance in the face of increasing hostility, especially within China.
This is a subtle change. Google's confidence, sense of mission, and legendary, rapid, and profitable arrival had captured the imagination of Chinese netizens. But even so, the admiration for Google here has vanished without a trace.
Today, many IT companies, especially those working in the search-engince industry, don't feel that Google is so cute after all. They closely monitor Google's every move, both at home and abroad, fearing that at any moment Google could become their biggest adversary as it progressively nibbles at their market share.
When a company becomes a success, especially a small one, everyone adores it. When it starts to enter new terrain, people still adore it. But if it starts to succeed in every venture it undertakes, people will then begin to hate it. Perhaps this is simply a consequence of success.
To some, Google is even more arrogant than Microsoft. A wild-west attitude that is irreconcileable with the East will perhaps be the greatest obstacle to Google's doing business in China.
In 2005, although the Wall Street Journal's coverage of Google exceeded that of it's rival Yahoo, the latter's chief executive silently expanded Yahoo's operations across the board. Without making enemies or competing directly against Microsoft, Yahoo packaged and sold itself as a media company.
Conversely, Google has already drawn Microsoft's attention, and perhaps becoming a straw man in the process.
Microsoft has been working day and night on its search engine. And its Windows Live product, a collection of next-generation internet services including search functions, email, instant messenging, etc.-- is competing directly against Google.
This is because Google and Microsoft are both cowboys at heart. It's hard to conceal their confidence, persistence, and arrogance.
In coming to China, Google must face this challenge. If it maintains its current image, it may be unable to adapt to local customs. If it changes too much, it will blend in with all other search-engines. Ultimately, it will take more than a name for this company to succeed here.
