The competition among consumer technology companies such as Google, Apple, Facebook is centered around one scarce resource: customers’ time. The higher the time you keep people on your services the more successful you are. Logically, the more of them you have the bigger the chance that people will spend more time with you. This is why Google over the years has been launching so many different services: search engine, email, maps, OS, browser, TV, YouTube, social network, calendars etc.
Source: velcom Belarus
Google pushing ahead is perhaps not seen favorably by rivals such as Facebook and Twitter. But more advertising revenues for Google, better user experiences and more customer attention leaves also less power to operators and less engaged customers to operator owned/backed consumer cloud services.