I think, Google has been playing rather well. For so long, it was more of a loosely connected free services rather than a single ecosystem that seamlessly work together. There was nothing, for the most parts, preventing any person from moving to a different third-party service [of all the services that Google offers] rather than using Google's services. I don't think Google bothered for so long because it had no reason to. Whether people use Google's services or any other services, Google will make money either way using adsense and adwords. Now the situation is changing, and changing very fast.<p>Google+ is not just about another social network, I believe it will be the soul of all the services that Google offers. Most of the services that Google offers worked pretty much independently. Except the Google logo at some corner of the site, there was n't much of a similarity in any of those services. The result is a mess. Google+ unifies all these services like never before. Social networking comes much later, I believe. Google is at an advantage over other companies, if it plays well. Facebook/twitter can let users share with their friends. Google can let users share, work and collaborate with their friends. Sharing in every form conceivable - sms, voice, image, blog, book, document, presentation, video, music, app, you-name-it.<p>Now for the problems that it faces, the biggest problem was with the platform that they were betting on. For long, Google's motto was - anything good for internet is good for google. That's no longer the case, and it won't be going forward. They were pretty successful for the most parts because they bet on open platform, and the reason for present crisis also seems to be because of the same. Google is no longer the internet [they never were but don't take it literally], and not everything that happens on internet benefits google. Facebook has an advantage here given all the businesses that they have signed up to use FB OpenGraph. However, they still have their own issues. If Google acts smart, Google+ has pretty good chance of being successful.