The search engine is the heart of the web experience and drives many of its revenue models. Hence the power of Google, and the huge efforts that rivals are making to try to wrest control of the next generation of search away from the leader. Apple made important baby steps with Siri, which brought voice activation into the mainstream and was a step towards the first important shift ‘ to provided a complex but direct answer to a question, not a list of results. Google hit back at Siri with Google Now, but CEO Larry Page acknowledged in his annual ‘Founder’s Letter’ that ‘in many ways, we’re a million miles away from creating the search engine of my dreams ‘…