GOOG Google vs Microsoft - WSJ (428.62 ) -Update-
According to the WSJ, in its first decade as a public company, Microsoft (MSFT) produced excellent shareholder returns. At well above $400 a share, Google currently is priced to succeed Microsoft. However, during its early years the software giant's stock was much more conservatively valued than Google's is today. Google's sales and profits are increasing fast. But what multiple should be placed on these figures? Low barriers to entry into the Internet search engine field might suggest a low valuation multiple. On the other hand, Google is entering new areas -- such as mapping, mobile search and wireless Internet. It could be argued that Google shares have potential additional value that would flow from profits to be earned from future business developments. Given the uncertainty of future revenues, it is impossible to calculate with any precision a fundamental value for Google's shares. Yet whatever happens to Google's business, it is unlikely that investors who buy in at the current share price will make out as well as Microsoft shareholders did in its early days. It all comes down to price. By comparison with Google, Microsoft was relatively cheap in its early years. In the five years after its 1986 initial public offering, Microsoft's average forward price-earnings ratio (based on year-end share prices) was less than 25 times. Yet Google shares now trade on around 70 times forecast earnings. The search-engine company is currently valued at more than three times the average sales multiple of the young Microsoft. Yet Google is not growing that much faster today than Microsoft was in its early days. At current valuations, the prospects for Google investors are a lot less exciting.