Who will challenge Google?

Google's strategy

Their strategy is clear. Namely to focus as much activity as possible to the lnternet. That is where they earn their money. Just one more example is how they intend to solve the equivalent of Apple's successful concept with Apps. For their Android, is of course the downloads directly from the Internet the answer. Searchable as everything else.

I must admit that most of what they developed, appeals to me and with no other account than my own cost, efficiency and usability, they are fantastic.
But we are facing a fairly common problem, but now in an ever larger scale. Namely, that they sweep aside all competition.
Within the Automotive business we are very aware of how tough competition makes us sharper, leaner, faster and better in all our processes. It would never happen without competeition.
Google have become even more dominant than what Microsoft was in the past and what IBM was before them. IBM dominated the business side. There was no PC:s then. Microsoft took over and dominated the PC market totally on the consumer-side and eventually much of the business side. Google takes over not only the Internet but in many other adjacent areas.Still, there are dragons like Microsoft and Yahoo trying to challenge. But for how long?
What kind of Google, we will see where all competition is gone? What are they doing with all the information they have on us? Will it only be used for targeted advertising? Could there be a hidden agenda? The questions are piling up ...
Finally, who will challenge Google?
Right now no one...