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Introducing Google

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Presentación de Alberto Arébalos

Presentación de Alberto Arébalos

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  • Enter Title of Presentation Here Google Confidential
  • From a pure user passive on the receiving end to a fully functional transactional/interactive place in 10 years. Talking about what’s happening now – today’s trends will tell us a lot about what the world will look like in a few years time.
  • There are three drivers of change: Ubiquitous connectivity; Cheap storage; and The falling cost of production. So let’s take each of these in turn. First – computing power and storage . Most of you are familiar with the idea that computers get faster all the time. The reality is they double in speed roughly every two years – it’s called Moore’s Law. But it turns out that the same is happening with hard drives – they can store more and more thanks to the falling cost of digital storage
  • According to eMarketer this year nearly 250 million households worldwide will have broadband. In-stat predicts that by 2010 there will be 413 million broadband households globally, up from 194 million in 2005. While most of these broadband connections are in the US, the future growth is coming from Latin America and Western Europe. According to the Broadband Barometer by IDC and sponsored by Cisco there are XXX broadband users in Latam although still expensive (case for lower prices) And finally the falling cost of production .
  • Shelf space, air time, room on the pages of a newspaper - these once determined which artists got their records played, what TV shows we watched and which opinions appeared in print.  Today anyone can record songs and put them online; shoot home movies, edit them, add special effects and broadcast them to millions worldwide; or start a blog, sharing their opinions with a global audience. It’s hardly surprising the content we are creating today is increasing exponentially. Researchers at the University of California, Berkley, estimate that the world generated five exabytes of data in 2002, double what was created in 1999. To translate that into something more familiar, to “watch” five exabytes of television would mean sitting in front of a screen for 40,700 years. The impact of ubiquitous connectivity, falling production costs and increased digital storage have been profound. I now want to look at how it has changed consumers and then what the opportunities are for business. As I said earlier the web has empowered consumers – bringing unprecedented freedoms to millions of people worldwide: the freedom to create and communicate, to organize and influence, to speak and be heard. 
  • Enter Title of Presentation Here Google Confidential
  • Enter Title of Presentation Here Google Confidential
  • Enter Title of Presentation Here Google Confidential
  • Enter Title of Presentation Here Google Confidential
  • Enter Title of Presentation Here Google Confidential
  • Enter Title of Presentation Here Google Confidential
  • Enter Title of Presentation Here Google Confidential
  • Enter Title of Presentation Here Google Confidential
  • Enter Title of Presentation Here Google Confidential
  • Enter Title of Presentation Here Google Confidential
  • Enter Title of Presentation Here Google Confidential
  • Enter Title of Presentation Here Google Confidential
  • Enter Title of Presentation Here Google Confidential
  • We're in the midst of a global financial crisis The worst in living memory, and the first serious slowdown of the digital era The IMF went on record in January as saying that they expect the global economy to grow by just 0.5% in 2009, its lowest rate for 60 years
  • Media is at the front-line when it comes to feeling the effects of the credit crunch. Recessionary belt tightening by marketers is leading to sharp falls in ad revenue in North America and Europe. According to Zenith Optimedia's latest ad spend forecast (Dec 2008), global ad spend will decline by 0.2% in 2009. However, ad spending in Latin America is expected to continue growing in 2009
  • Pyramid Research forecasted in September 2008 that in line with economic growth estimates, the overall advertising market in Latin America will expand to reach $31BN by 2013. A growing Internet subscriber base should enable online media to attract almost 9% of overall advertising revenue for the region by 2013.
  • By 2013, online advertising is projected to account for 8% of the total Brazilian advertising market, 10% of the ad market in Argentina, and 8% of the ads market in Mexico. Pyramid finds that regional e-commerce is worth $13B and is expected to grow at a compound annual rate of 33% over the next 5 years. In 2008, B2C e-commerce in Argentina neared $1B. In Mexico, it reached $2B. In Brazil, B2C e-commerce was valued at $5B.
  • Within the next decade, I predict 50% of all content consumed will be distributed via the Internet. This isn't to say that I think traditional media players will fade away, just that they will migrate to embrace the Internet as a distribution platform to a far greater extent. For instance, TV or radio that you consume on the Internet will still likely be distributed by the same companies - what today we call TV/radio broadcasters - just now they'll be broadcasting on the web as well. In the future, we won't make a distinction between online and offline media. We'll stop thinking of them as being discrete worlds, because the Internet is just a distribution mechanism. Hopefully all of you in this room are already well along the way to doing this... My advice is simply to go even further and faster. You might think you're moving fast but I guarantee your audience are way ahead and waiting for you to catch up... Possible examples: BBC iPlayer Transition: As a direct consequence of this shift to Internet distribution, we'll also see a step change in the degree of personalization and interactivity that is possible. People's experience of consuming media will become far more personal...
  • Transcript

    • 1. Alberto Arebalos Director GC&PA Latin America Google Inc. Introducing Google
    • 2. Internet evolution 500M 2009 Read Buy Publish Trade 1994 2003 Talk 2006 77M 1000M Users Information Distribution and Communication Networking 1998 2000 400M
    • 3. Storage is getting cheaper
    • 4. Ubiquitous connectivity
    • 5. Democratizing the tools of production
    • 6. Organise the world's information and make it universally accessible and useful Google’s Mission:
    • 7. What we believe 1 Democracy on the web works 2 Focus on the user and all else will follow 3 Fast is better than slow 4 Big ideas move us
    • 8. How We Got Here Create new apps beyond search Become the platform 1998 2002 2004 2008… World’s largest ad network Everyone’s search engine 1999 Build it and they will come
    • 9. 1995 1998 2000 2003 2005 2004 2006 46645 ? Google Evolution: More Than Just Search 2007 2008
    • 10. Google Strategy
    • 11. Google Footprint Sources: ComScore qSearch, April 2008, 157 domains 117 Language interfaces 63 sales offices and growing 21,000 employees with 58% outside MV Google Confidential and Proprietary 63% of worldwide searches
    • 12. Facts of our digital lives Sources: ComScore qSearch, April 2008, $420B 2007 eCommerce sales 1.4B people online (up from 500M in 2003 183B emails sent per day… 2M every second! Google Confidential and Proprietary 1.53B Google searches per day
    • 13. Footprint: Global Sales Americas: 26 offices EMEA: 22 offices Asia Pacific: 15 offices
    • 14. Footprint: Global Sales 44 Language Interfaces 49 Currencies Accepted Chinese Yuan Renminbi Croatian Kuna Thai English (US) English (UK) Israeli New Shekel Polish Zlotych Russian Rubles
    • 15. Focus on Search: Do One thing Really Well Blogger Google Mini Picasa Mobile Pack Google Code Google WiFi Google Talk Search Quality Crawl/Indexing AdWords AdSense Google Docs Core: search, ads, & apps Related: extensions of core search Exploratory Search, ads, & apps 20% 70% 10%
    • 16. Building Partnerships: Key Partners Signed Syndication Distribution Reseller Mobile Content
    • 17. Google Content Network Worldwide Reaches 720 million unique worldwide visitors per month *Google Advertising Network = Google properties + syndicated search + Google content network Sources: comScore Media Metrix (September 2008); Google internal analysis **Impressions based on total pages viewed; because more than one ad is frequently shown on a single page, this is a very low estimate Google Advertising Network* Google Content Network
      • Reaches 720 million or 74% of worldwide Internet users per month, more than any other property or network
      • Over 487 billion advertising impressions every month
      • Hundreds of thousands of worldwide advertisers and publishers
      Google Content Network
    • 18. 2008 and Beyond: Wider and deeper Wider Deeper
    • 19. New Opportunities Print Video Radio Mobile
    • 20.  
    • 21.  
    • 22.  
    • 23. Latin America ad expend by country
    • 24.  
    • 25.