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Will Google dominate the property sector in the future?

This week saw a sharp reverse in the share price of Rightmove after rumours emerged that search engine giant Google was looking to cash in on the online property sector and compete head-to-head with Rightmove. While many investors cashed in their Rightmove chips and moved on to pastures new there are a number of analysts who believe the fall has been overdone. So can Google really dominate the property sector?

The truth it is that Google has moved into many areas in cyberspace without success, but as they say in the pharmaceuticals industry, Google has managed to "bury its dead at night". This means that a number of Google expansion plans have failed but the company has managed to move on quickly and disassociate itself with loss-making or disappointing ventures. While there is no doubt the rumoured move into the online property sector has caused some eyebrows to be raised within the sector there still needs to be an understanding of the underlying market before anybody can make a major dent in the market share of companies such as Rightmove.

Whether Google is in a position to directly attack the market share of Rightmove is open to debate with those who fear every move by Google should look back at the history of the company and see the growing number of "failed ventures".

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