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Google And Future Of It
 

Google And Future Of It

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  • Main business is search engine, searching for terms and displaying relevant links of websitesGoogle has gotten into software development with its large number of free products like Google docs, google talk, Google earth.Storage of media : collection of personal data and online copies of booksAggregator: aggregator is able to check for new content at user-determined intervals and retrieve the update aka RSS feeds. such as updates about latest news
  • Google is increasingly trying to "to organize the world's information and make it universally accessible and useful“.Keeps track of user search trends and refines the searches accordingly on future use3) Data confidentiality: Will government share its confidential data with Google. Guarantee of data security from hackers and virus attacks4) Too much dependency on Google on data storage and content provider
  • 1) Allows companies to choose search terms which on users queering and Google displays these ads in the Google search page. It generates revenue per click on such ads.
  • DoubleClick offers technology products and services that are sold primarily to advertising agencies and media companies to allow clients to traffic, target, deliver, and report on their interactive advertising campaigns. The company's main product line is known as DART, which is designed for advertisers and publishers.Remail:email search startup, it’s a startup working to perfect email search on the iPhone. Google has discontinuedRemailiphone application and has removed it from App storeYouTube is a video sharing website on which users can upload and share videos.
  • 1) Google Reader: Is a Web-based aggregator capable of reading Atomand RSS  feeds online or offline
  • AdWords is Google's program through which advertisers purchase terms (orkeywords). When entered as a search term, the keyword triggers the appearance ofthe advertiser's ad and link. An advertiser's purchase of a particular t advertiser's ad and link to be displayed on the user's screen whenever a searcher launches a Google search based on the purchased search term. Advertisers pay Google based on the number of times Internet users “click” on the advertisement, so as to link to the advertiser's website.124 …In addition to Adwords, Google also employs Keyword Suggestion Tool, aprogram that recommends keywords to advertisers to be purchased. The program isdesigned to improve the effectiveness of advertising by helping advertisers identifykeywords related to their area of commerce, resulting in the placement of their adsbefore users who are likely to be responsive to it. … Once an advertiser buys aparticular keyword, Google links the keyword to that advertiser's advertisement.The advertisements consist of a combination of content and a link to the advertiser'swebpage. Google displays these advertisements on the search result page either inthe right margin or in a horizontal band immediately above the column ofrelevance-based search results. These advertisements are generally associated witha label, which says “sponsored link.” …erm causes the
  • By providing free products, Google reinforces its name as an Internet destination and resource.Some of these services also deliver behavioral advertising. But others have no direct revenue.From a business strategy, these free products are less expensive to develop and deliver than thecomparable amount of direct advertising. Moreover, direct advertising is not friendly, so theGoogle app strategy makes sense from its corporate agenda.3)from its traditional approach of associating its name with every ad sold on behalf of its various advertising businesses
  • Originally Google had considered acquiring Facebook (Facebook's executives not interested). Facebook was more than a fast-growing social network. It was, potentially, an enormous source of personal data. Internet users behaved differently on Facebook than anywhere else online: They used their real names, connected with their real friends, linked to their real email addresses, and shared their real thoughts, tastes, and news. Google, on the other hand, knew relatively little about most of its users other than their search histories and some browsing activity.Facebook has strong independent developers who make use of facebook as a platform to run other apps e.g. online games mafia wars etc Apple and Google who earlier collaborated together have now turned rivals with google even entering the mobile market arena with Nexus one posing a threat to apple’s iphone With apple and google turning competitors the CEO of Google Eric Schidt who was also part of the board of directors of apple had to step down due to conflicting interests of both companies
  • Nexus one – Google’s smart phone which uses Android open source OS.5) Google ventures – VC
  • An attempt to rule the web?Speed? Finally High speed processors becoming relevant for lay man?“Speed, simplicity and security are the key aspects of Google Chrome OS. We're designing the OS to be fast and lightweight, to start up and get you onto the web in a few seconds. The user interface is minimal to stay out of your way, and most of the user experience takes place on the web. And as we did for the Google Chrome browser, we are going back to the basics and completely redesigning the underlying security architecture of the OS so that users don't have to deal with viruses, malware and security updates. It should just work.”
  • Google Wave:  It is a web-based service, computing platform, and communications protocol designed to merge e-mail, instantmessaging, wikis, and social networking.Self cannibalization : May affect adversely other google products
  • 1) the broadcaster displays content free to the consumer but surrounded with advertising. Fromthis perspective, YouTube is no different from CBS, Yahoo or web search.2) One year earlier, Google acquiredYouTube for $1.65 billion.19 In the three years since the acquisition, YouTube continues to losemoney and has started a transition from user-generated content to content provided by thetraditional movie and television studios.20 Along the way, of course, it embroiled itself in a billiondollar lawsuit with those same content producers over the unauthorized posting of film andtelevision content by YouTube users.
  • Google believes cloud computing is the future of computing whereas MS believes that cloud computing and desktop computing will go hand in handMicrosoft releases OS code and goes open source ?MS makes revenue by selling advertising & giving support?
  • OHA - Google supported manufacturing consortium
  • Morespecialized devices, like ebooks, email readers,and others are customized for a single purpose. Theadvantages they offer are storage and portability; Google said it is launching a special mobile application for Buzz, as well as weaving Buzz technology into the mobile versions of its flagship Web site and its maps products.
  • Morespecialized devices, like ebooks, email readers,and others are customized for a single purpose. Theadvantages they offer are storage and portability; Google said it is launching a special mobile application for Buzz, as well as weaving Buzz technology into the mobile versions of its flagship Web site and its maps products.
  • Looking at the wide array of products and services, one can wonder whether Google still has afocus. Perhaps Google is treading the path of IBM, growing too diffuse, risking antitrust problemsand thrashing in the market without a clear direction. IBM reinvented itself as a service company,but only after fighting a twenty-year antitrust investigation, launching competitors like Microsoft,and losing the PC market it had created. Or perhaps Google is following in Microsoft’s footsteps,becoming the very company its founders most despised; shifting from innovator to aggregator ofinnovation, acquiring its market share rather than innovating its growth, and struggling to extendits powerful brand into fields in which it has neither presence nor expertise.13 Or perhaps themantra of “don’t be evil” will help it chart a third course, which enables it to remain the darling ofthe public and the stockholders alike.
  • Social CurationBuzz also wants to differentiate itself another way: social curation .The social web right now is largely a mess. There’s simply too much going on, and no one is really working to sort it all out. Google is trying to do that with Buzz by allowing you to import items from services like Twitter, but only show you the best ones. For example, Google says it will hide quick messages like “brb.” The plan is to also auto-collapse items that don’t have a lot of comment activity.
  • Search trends at Google: Too many people are out of work, and the fear of unemployment is changing the behavior of millions more. In the fall, searches related to back-to-school shopping and holiday travel bookings peaked weeks later than usual, as families put off spending as long as possible. At the same time, queries for payday loans have gone up a third in the past two years. Reads: 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: SpringerBauerlein, 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/PenguinCarr argues that our brain has adapted to the way Google present information to us. Instead of reading in depth books and articles, we now scan literature quickly to find what we are looking for. Do you agree with Carr? Or do you think it’s the other way around?By having all sorts of information accessible, we get to it easier; hence, we learn more?Can the accessible information indeed wipe out some of the differences between those with a university degree, scholars and so on and people with no higher education?
  • Providing satellite imagery data to tropical nations of the world who do not have the technological proficiency to accurately monitor and report the state of their forests over time, so that UN can provide financial incentives to rainforest nations to protect their forestsGoogle has filed a patent to deploying the supercomputers necessary to operate its Internet search engines on barges anchored up to 11 km offshore. The “water-based data centres” would use wave energy to power and cool their computers, reducing Google’s costs. Their offshore status would also mean the company would no longer have to pay property taxes on its data centres, which are sited across the world.Google is trying to reduce its carbon footprint by aggressively pursue reductions in our energy consumption through energy efficiency, innovative infrastructure design and operations and on-site renewable energy. Our Google designed data centers use half the energy of typical facilities. We're also working to accelerate the development of economic, clean renewable energy at scale through research and development, investment and policy outreach. At this time, however, such efforts don't cover our entire carbon footprint. Therefore, since 2007 we've gone a step further and made a voluntary commitment to buy carbon offsets to cover the portion of our footprint that we cannot yet eliminate 
  • Technology is the ignored $100 bill; if it had competitive value, someone would have picked it up by now.ultra high-speed broadband networks - Next generation apps: developers and users creating new bandwidth-intensive "killer apps" and services or other uses we can't yet imagine.
  • With Mobile Devices
  • Pop standards thing after.
  • Localization and PersonalizationPromote Location based marketing

Google And Future Of It Google And Future Of It Presentation Transcript

  • 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
  • Acquisitions Strategy
    Eliminate Future competitor
    DoubleClick , Remail, YouTube
    Eliminate potential targets for chief competitors
  • 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
    • Sign-ups, Whitepaperdownloads
    • Etc …
    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
  • The Future of IT is… Aligning IT Systems with Business Strategy
    ?
    The Future of IT is…
    INTELLIGENCE
    Answering
    ?
    QA Technology
    Answer Engine
    KNOWLEDGE
    IT - Intelligent Technology
    ONLINE DECISION PROCESSING (OLDP)
    Searching
    Decisioning
    Advising
    Complying
    Recommending
    Scheduling
    Optimizing
    Diagnosing
    Troubleshooting
    Business Intelligence
    A.I. Artificial Intelligence
    Real-Time Decisioning System
    BPM & BRM
    Business Rule Mgmt System
    Web Browser
    Search Engine (Google)
    INFORMATION
    IT - Information Technology
    ONLINE ANALYTICAL PROCESSING (OLAP)
    Analyzing
    Warehousing
    Decision Support
    Mining
    Decision Support
    Multidimensional DatabaseCRM & SCM
    Knowledge Management (KM)Business Rule Engine (BRE)
    Knowledge Base
    Windows (Microsoft)
    WWW URL HTTP
    DATA
    MIS - Management Information Systems
    ONLINE TRANSACTION PROCESSING (OLTP)
    Transacting
    Reporting
    Networking
    Relational DatabaseClient/Server LAN
    Object-Oriented Systems
    Expert System (ES)
    Rulebase
    DP - Data Processing
    BATCH DATA PROCESSING
    Accounting
    Automating
    Magnetic Tape/Flat File
    Hierarchical Database
    COBOL
    Internet e-Mail
    Mainframe Era
    1970’s
    PCRevolution
    1980’s
    World Wide Web
    1990’s
    2000’s
    Wireless Web
    Smart Phone
    Semantic Web
    2010’s
    ?
    INTELLIGENT SYSTEMS
    KNOWLEDGE-BASED SYSTEMS
    Complex rules; Deep/narrow scope of reasoning
    RULE-BASED SYSTEMS
    Simplistic, Externalized, Declarative Rules; Shallow/broad scope of reasoning
    DATA-BASED SYSTEMS Rules hard-wired in code, stored procedures, or triggers
    Copyright © 2008 BIZRULES
  • 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