Google often gets flak for having all its eggs in one basket, at least in terms of how it makes money. Current figures put advertising revenue at 97% to 98% of total revenue. So that has some critics asking what the search giant plants to do to diversify. But to clarify, we should distinguish between two types of diversification: 1) different types of advertising revenue (search, video, billboards, in-game, etc.) and 2) all other revenue (charging for premium services as an example: Picasa, Google Apps, etc.).
Google seems to be aggressively diversifying in one way while only dabbling in the other.
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The research company NPD Group