What: Free ad service for the masses.
Takes on: Craigslist, eBay, potentially every newspaper classified service
2. Google Analytics
What: Free online ad-reporting tool that gives marketers performance-tracking results for all types of online ad campaigns.
Takes on: The $460 million search-analytics market and is a way to reach potentially advertisers of all sizes.
3. Google magazine ads
What: Google buys pages in magazines like PC Magazine and carves up portions to sell on a cost-per-click basis to AdWords clients.
Takes on: Anyone who can pronounce "disintermediation."
4. Speaking of which ...
Google TV play
What: Nothing yet, but Google doesn't discount the possibility.
Takes on: Potentially, the advertising world. Network TV, meet the long tail.
5. Google Site Targeting
What: Google goes beyond CPC and offers up a payment method agencies understand-CPM.
Takes on: Agencies, traditional offline CPM channels.
6. Google WiFi try
What: Google has bid to hook up the city of San Francisco to WiFi for free.
Takes on: Cable providers
7. Google Print
What: A plan to make the full text of the world's books searchable.
Takes on: Every published author and centuries' old copyright law
8. Operating System
What: With its powerful and brilliant engineering corps, Google could develop an Internet-based OS if it wanted to.
Takes on: Microsoft. Microsoft. Microsoft.
9. Google Video
What: As America converts to broadband, Google will use its auction model to monetize what could become the source for all online entertainment
Takes on: Cable and network TV, other portals' video products
10. Google PayPal alternative
What: Beta version of this online financial payment service will be rolled out in October.
Takes on: EBay's PayPal, and if it were used across the Web, ultimately a share of every e-commerce transaction made online.