Google And the Future of IT – Presented by Group D
What is Google? A Search company Software Developer Company Media Distributor Information Aggregator And the Future of IT Presented by Group D
What is Google?
What is Google?
What’s a Google? "Googol" is the mathematical term for a 1 followed by 100 zeros. The term was coined by Milton Sirotta, nephew of American mathematician Edward Kasner, and was popularized in the book, "Mathematics and the Imagination" by Kasner and James Newman. Google's play on the term reflects the company's mission to organize the immense amount of information available on the web.
Google vision “To organize the world's information and make it universally accessible and useful”
Monopoly Control on World Info User Search trends and data ‘Don’t be Evil’ motto Data confidentiality? Too much dependency
Network Effect Network effect describes how a service becomes more valuable to its users as more people use the same service
Google’s Business Model: Source of Revenue Advertising (97%,bidding) Pay Per Click Selling search tools to corporate customers
Google’s Business Model: Three sets of Customers: Internet users (C) , Advertisers (A) and Web Services (W) The Offers: To (C): Search for anything users can think of free of charge To (A): Induce searcher’s traffic to advertiser’s sites To (W): Provide Search technology to Web Portals Capabilities Connection of Data: Precisely connect searched data and advertiser’s data to searchers. Establish data marts (map, satellite, street view, etc) as a new web infrastructure to facilitate business transactions How value is captured: Paid listing advertising (Cost Per Click) High Internet Traffic High Conversion Rate
Capabilities: Core and Non-Core New Offerings / Deals Map data base Open Office G-Doc Chrome browser Android phone design Build on-line infrastructure New Offerings / Deals Street view data base Server Hardware develop Satellite data base New Offerings / Deals Product Marketing Activity Core Software integration Gadgets Design Google checkout payment Picasa Photo New Offerings
Deal g n i c r e u c o a Foundation & Integrative Capabilities S p S Customer experience Business Strategies Search Algorithm Data Connection Innovation Capability Enhanced Activity Capability Over Time
Don’t be Evil? Copyright Infringement Google Reader You Tube Concept Newspaper, Print media <= Subscription based revenue Marginal Cost of accessing content => 0
Adwords Business Model Advertisers purchase terms Searched terms triggers appearance of advertiser’s ad and link Keyword Suggestion Tool : program that recommends keywords to advertisers to be purchased
Free Products-based Advertising Better & friendlier than direct advertising Kills the competitors core products An alternate strategy of brand promotion
Competitors (Failed Acquisition in 2007) and (Next Target?) Shielding their content from Google search Strong independent developers Internet users behaved differently Apple vs. Google – Mobile market arena Common Competitor – Interlocking Directorships
Need to Diversify Nexus Android Web Store Threat to Amazon?? Step towards Mobile Store Venture Capitalism Failed in print ad and radio ads business
Chrome OS (Q3/4 2010) Web Centric Online Applications To popularize Cloud Computing Open Source , Lightweight Free OS+ Free Storage +Free Software
Low cost of computing => More internet users
More revenue for Google from its ads
Speed? Large data needs? E.g.. Computer gamers
Identify which indicators are the most relevant for you Determine how to measure the success of your web site based on your business objectives Key PerformanceIndicators
Number of visits / Unique Visitors
Sales, Averageorder value
Page-views, Pages withpublicity
Track up to 200 goals per account
Google Wave Beta version a flop ? Perceived Usefulness is Low? Perceived ease of use? Eats RAM , slows down PCs Self Cannibalization? Q/A type of Internet to Collaborative Need for a single roof ?
Part of its long-term media-dominance strategy Profitability of YouTube: growing concern Transition from showing user generated content to move and television studio content Moving towards coverage of live coverage of sports tournaments like IPL. Revenue Model? Hulu.com
Google Labs Google Code Search - Search public source code Google Reader - Use Google's web-based feed reader to keep track of your favorite web sites Google Transit - Plan trips using public transportation Google Music Trends - See what music is popular among Google Talk users Accessible Search - Web search for the visually Impaired Google Extensions for Firefox (Google Browser Sync now available) - Add powerful new tools to your Mozilla Firefox browser Picasa for Linux - Google's photo organizer now available for Linux users Google Notebook - Clip and collect information as you browse the web Google Trends - See what the world is searching for Google Related Links - Provide your website's visitors with links to useful information Google Mars - View some of the most detailed maps of Mars created by NASA scientists Google Page Creator - Create your own web pages, quickly and easily Google Dashboard Widgets for Mac - Quickly access Google products from within Dashboard Google Web Accelerator - Save time online by loading web pages faster Google Ride Finder - Find a taxi, limousine or shuttle using real time position of vehicles Google Suggest - As you type your search, Google offers keyword suggestions in real time Froogle Mobile US | Froogle Mobile UK Improved! - Search for products from your mobile phone using Froogle Google Sets - Automatically create sets of items from a few examples
Google Vs Microsoft Cloud Computing Vs Desktop Computing Will they co-exist? Chrome Vs IE browsers Chrome OS Vs Windows OS Android OS Vs Windows CE/Mobile OS Office Apps
China Vs Google Leaving on 10th April? Who gains? Baidu? Competitors
Android Open handset alliance Competing against RIM BlackBerry, Microsoft’s Windows CE/Mobile, Apple’s iPhone, Palm’s Pre, and the Symbian Ltd
Mobile Computing Fastest growing mobile sales segment – smart phones. By 2013 There will be more SmartPhones/SuperPhones (1.82 Billion) than PCs (1.78 Billion) (Source: Gartner) Can have access to anytime, anywhere access to data and services
manage personal information
collaborate and easily access and share files
keep abreast of social networks
Emergence of specialized devices customized for a single purpose offer better storage and profitability.
Mobile Computing Emergence of specialized devices customized for a single purpose offer better storage and profitability.
Mobile bandwidth challenge
More than just a phone Internet browsing E-mail Instant messaging/social media Tablet Bookreader/eReader Music player/recorder Musical instrument Photo camera/editor Video player/recorder GPS device Car electronics device Home electronics device Game computer Lots of handy utilities
Smartphone sales Smartphone sales Q4 2009 41% growth Best performers Apple iPhone and Google Android source Gartner feb 2010
Future of Google Lost out on Social Networking Imitation =>Company’s Decline <=Google Buzz Machine search results vs. Human recommended results Advertising => Sustainability Acquisition of other companies GDrive? New search strategies Customization features Multimedia search Voice portals
Future of Google Google Lifecycle : is it following the trend of IBM or Microsoft or will it chart a third course Buzz debacle (Unwanted guest , personal data exposed) Social Curation
Social Impact Google Econometrics Haiti Epidemic Cause Unemployment -tive : Hindering Learning “Is Google Making us Stupid?” Carr, Nicholas. (2008).
Green Initiatives @ Satellite imagery data Supercomputers @ sea Carbon Neutrality
Future of IT IT shifts from an asset to a service
Opportunities for new IT projects
Data migration, cloud based applications. Personal Data migration? Quantum computing The ignored $100 bill Mobile becoming the dominant platform for connecting to net
Continued.. Emphasis on doing IT well Social Wave on mobile Ultra high-speed broadband networks World as a wi-fi Sematic Web Sophisticated personalisation of content Location-based/mapping services
RSS Remixability Joy of use Affiliation Blogs tags Social software Web 2.0 wikis Folksonomy Podcasting Standardisation The long tail Participation Recommendation Information IM Open API Me, identity mashup metadata Audio video content AJAX Search Sync Unified messaging Services Music Games, gambling Convergence Portability Data driven Cross media services 3rd Party applications Voice Mobile content Multilingual Micro payments Mobile Web 2.0 Awareness Content messaging SMS Usability Location Mobile Search Small Screen User individuality Device pocketability I am a tag Icon/ Bling Navigation mtags Size Weight Icon, logo, ringtones Battery Voice to tag Personalisation
10’ 3’ Cloud Computing 1’
IP Everywhere By 2016 80% + media content will be delivered digitally
Web Standards Rise of Open Internet standards leads to the commoditization of software, content management, storage and delivery: Widgets Ajax SOAP CSS XML RDF RSS ATOM (X)HTML
Connectivity Ubiquitous computing? "Totally ubiquitous computing. One of the things our grandchildren will find quaintest about us is that we distinguish the digital from the real, the virtual from the real. In the future, that will become literally impossible. The distinction between cyberspace and that which isn't cyberspace is going to be unimaginable. There is where they don't have WIFI." - William Gibson
The Future Time Out? “Disconnection is soon to be a luxury, when everything is connected, devices and networks are aware of you and each other you will crave, the simple solace of isolation” - The resorts of the future will advertise they DON”T have broadband
Space Context Location aware information is more valuable Mobile devices make location awareness more important/valuable – and expected Google today provides mostly the same Answers to everyone
References THE FUTURE ACCORDING TO GOOGLE: TECHNOLOGY POLICY FROM THE STANDPOINT OF AMERICA’S FASTEST-GROWING TECHNOLOGY COMPANY - By Hannibal Travis*11 YALE J.L. & TECH. 209 (2009) Searching Inside Google: Cases, Controversies and the Future of the World’s Most Provocative Company by Professor Jon M. Garon (2010) Carr, Nicholas. (2008). “Is Google Making us Stupid?”, Atlantic.com. Washington D.C: The Atlantic. Stross, Randall. (2008). “The Algorithm”. In Planet Google: how one company is transforming our lives (pp. 63-88). London: Atlantic Books. Goldman E. (2008)“Search Engine Bias and the Demise of Search Engine Utopianis”, In Spink, A. and Zimmer, M. (2008) Web Search . Berlin: Springer Bauerlein, M. (2008). “The Dumbest Generation: How the Digital Age Stupefies Young Americans and Jeopardizes Our Future (Or, Don’t Trust Anyone Under 30)”. New York: Jeremy P. Tarcher/Penguin