Removing the middleman.

The Business 2.0 Blog posits on Google’s Master Plan:

He’s right that the value of the operating system is under threat. But thinking about Google as the new operating system is using yesterday’s metaphors to explain tomorrow’s technologies. It’s not the operating system. The operating system does not matter anymore (or, rather, will matter less and less). That is because increasingly the information you want to get to is not on your PC, it’s on the Web. This allows Google (or Yahoo or anyone else) to build critical applications beyond the browser that sit on top of the operating system to go and fetch data from the Web and bring it back to the desktop. This certainly fits with Google’s mission to “organize the world’s information.” They want to organize it on your desktop.

We’ve moved into the world of information appliances. Just as we have radios, televisions, fridges, and stoves, we now have interchangeable Microsoft, Apple, and Linux appliances.

We’ve got multi-purpose PCs, TiVos for recording video, XM satellite radios, and more, all of which are potential appliances. Google gets this, and their plan seems to be acting as the conduit for the information. Helping to share it, locate and get you to it. And they’re doing it without having to create or own the content in any way.

So as the book Blown to Bits suggested, they are disintermediating – removing the middleman and connecting customers directly to the information that they want. Oddly, Jeff Jarvis might be thinking along the same lines, asking “who wants to own content?

The operating system is going to be as irrelevant as the maker of the disk drive in the PC, because it just makes the appliance go.