New social network Google Plus will become an essential part of the Internet search giant’s strategy across search, maps & online video, executive chairman Eric Schmidt said.

Speaking at the Allen & Co media conference in Sun Valley, Mr. Schmidt said that Google Plus will bring a new level of personalization to the company’s varied web offerings, working across Google products.

Commenting on the new social network, he said, “The whole company is ramping up on top of it. The assumption is that everything will move over to using the Plus infrastructure over time.”

Mr. Schmidt also said that they were making sincere efforts to use the identity infrastructure to make Google products more interesting.

Google Plus, which was introduced on 28th of June, lets users to share comments, messages and pictures with friends and relatives online.

Google Plus is search giant’s latest attempt to challenge the dominance of Facebook, which claims to have as many as 750 million users around the world.

Quick on the heels of the launch of Google Plus, Facebook hit a deal with the renowned Internet phone service Skype to add a video calling feature to its pages, allowing users to connect with friends and relatives rather than simply posting messages.