"A million blue links from Google is worth far less than one correct answer from Siri"

Arguably the only threat to Google is a change in the User Interface.

“A million blue links from Google is worth far less than one correct answer from Siri,” he adds. These are very early days for Siri, but already he hears that “Siri’s usage has been 10x more than what Apple anticipated.” The big potential, of course, is if Apple opens up Siri to outside developers, which could create a new wave of voice-enabled apps and give Apple an edge over Android and other mobile platforms. (Morgenthaler also gets into the challenges Apple must overcome before it can open up Siri).

If people start using Siri to bypass search, that is a huge threat to Google. But how would Siri make money? It wouldn’t be from advertising. In Morgenthaler’s mind, the biggest opportunity is getting in the middle of transaction. “Corporations will be happy to skip advertising altogether, if they can go straight to transactions,” he says.