Latest Google Rumors Hardly Base-less

The blogosphere is abuzz with rumors that Google ( - ) is testing a new service that would put eBay ( - ) in the mega search engine's crosshairs.

The rumor surfaced Tuesday as a screen shot of a Web page, part of a beta service called Google Base, made the rounds in blogs and news articles.

The page, a log-in screen, contained the phrase "Post your items on Google." The page also included an explanation that Google Base is a database into which users can post "all types of content" that the company would make searchable for free.

Examples of possible content ranged from a description of a party-planning service to a database of protein structures to a listing for a used car.

In addition, the page offered a short lesson on how to describe the items "with attributes, which will help people find it when they search Google Base."

Official Reaction

The search engine, for its part, is playing its cards close to the vest. On Tuesday, Google issued a carefully worded statement on the company's blog that neither confirmed nor denied the rumor.

Posted by product marketing manager Tom Oliveri, it verified that Google is "testing a new way for content owners to submit their content to Google." He went on to write that the company believes the new service will complement existing services such as Google Sitemaps.

"We think it's an exciting product, and we'll let you know when there's more news," Oliveri wrote, ending the post.

Ready To Sell Out

Analysts say there is most probably some truth amid all the speculation. According to Mukul Krishna, program manager for Digital Media at Frost & Sullivan, moving into classified advertising is an excellent business model for Google that will please investors.

"Google has confirmed that they are developing some new searchable database. I'd be surprised if they don't do that; their shareholders want that, it is a sound business model. I don't see many red flags and I'd say, yeah, go ahead," said Krishna.

The strength of the brand makes expansion almost irresistible to Google, Krishna said, and so the company is moving into "everything it wants to get into." He predicted that Google will unveil the service within the next two quarters, and that success most likely would follow.

"It won't compete with eBay right now," Krishna said. "But, they have everything you need -- the market penetration, the brand recognition, [and] a really cool technology going for them."

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