Google complete, history, model, competitors process

2. Introduction
 Google Inc. is an American Company
founded by Sergey Brin and Larry
Page in 1998.
 Its headquarters lie in Menlo Park,
California.
 It specializes in Internet based
products and services, most popular
being the search engine “Google”.
 It Serves more than 80% of the world
a€™s internet users.
 It is a popular search engine, a tool for
finding resources on world wide web.

3. Background
 Sergey Brin and Larry Page who were PhD students at
Stanford University 1995.
 In 1996, they began collaborating on a search engine that
was initially named “€€BACKRUB”.
 After taking up too much bandwidth from operating at
Stanford’€™s servers for more than a year, the search engine
finally got registered as Google.com on September 15th.
 The word “Google”€•was formed by playing on the word
“€€googol”.€•

4. Mission Statement
“to organize the world's
information and make it
universally accessible and
useful.” Ever since its
beginnings, the company
has focused on developing
its proprietary algorithms to
maximize effectiveness”

5. Vision Statement
“to provide access to the world’s
information in one click.”

6. Google’s vision statement has three variables:
 Information
 Accessibility
 One Click

7.  Information: Google fulfills the world’s
information component of the vision statement by
crawling web pages.
 Accessibility: Google fulfills
the accessibility component by offering its search
engine services to everyone around the world.
 One Click: The one click component of the vision
statement refers to easy access to information.

9. SOME PRODUCTS AND
SERVICES OF GOOGLE INC.
Google Video and YouTube
 Started off with Google
Video which allowed its
users to search the close
captioned text from
television broadcasts.
 Bought YouTube in 2006 for
$1.65 billion in stock.

10. Gmail
 A free email platform that also
offers voice and video chat from
any browser anywhere in the
world.
 Its advantage is that it gave its
users an email address that was
independent of any particular
Internet Service Provider
(ISP), making it easier to maintain
a permanent email address.

11. Google Drive
 Google Drive is a free service
from Google that allows you to store files
online and access them anywhere using the
cloud.
 Google Drive also gives you access to free
web-based applications for creating
documents, spreadsheets, presentations, and
more.

12. Scalability
• Ability to
easily grow at
marginal
costs.
• Applied to
business
models: ability
to monetize
million of
users.
Network effects
• The utility of a
good, or a
service varies
with the
number of
users.
Data mining
• The web
offers the
opportunity to
exploit and
analyze a
very large
amount of
data.
Key Success Factor

13. Openness
• Content and
services must
be open in
favor of
audience
circulation.
Co creation
• Non traditional
actors become
the part of the
value chain.
• Creators and
external
developers are
given the tools
to create new
markets.
Business
model
• Any market that
attract
advertising is a
target for
Google.
Key Success Factor

14. Key Success Factor

15. Google Business Process
 What are they selling?
 Web based advertising.
 How?
 Monetizing search traffic (CPC, Paid listing).
 To Whom?
 Advertisers
 Business Boost?
 Efficient adds more advertisers more revenue.

16.  What makes Google Ads so powerful?
 #1 Search engine
 Diversity of Ads support
 Relevant advertising
 Therefore Google AdWords allows customers to create
advertisements and display them in various locations.
 Google AdSense is the technology that best matches
Google AdWords advertisements for delivery to consumers
via Google’s network
 Google makes 99% of its revenue from advertisings.

18. Business Model

19. Factors of business model
Attention Economy
 A common model includes a product or service being
offered for free. When attention is gained, it becomes
possible to generate income from sponsorship,
advertising r brand marketing.
 Google offered a free web “Search Portal” to which it
added (AdWords r AdSense) to generate revenue.

20. Free Economy
 There are many definitions of “Free Economy” however the
focus of our purpose rest on providing a product or service
with out charge, with a hope that profit will be returned at a
late date.
 eBay: Free for buyers yet sellers attract fees
 Amazon: free to browse and read reviews but products are
bought/sold.
 Facebook: Members & Users subjected to targeting
advertising

21. Network Economy
 The internet reduce the cost and increase the speed of
information transmission.
 Google leveraged the networked economy by dominating
the internet search market and offering an excellent free suit
of online products.
 Google Docs
 Gmail

23. Google Major competitors
 Amazon: with its kindle e-book reader is one of the leaders
in e-book reader’s market.
 Mozilla: has shown internet kick Google out from its default
search engine status Mozilla is now eyeing to get a deal with
Microsoft to make Bing as its default search engine in
Firefox.
 Yahoo: Google’s biggest competitors besides Microsoft is
yahoo. It made some improvements now users can watch
videos or stream music straight from the Yahoo result search
page.

26. Consumer behavior
 Google is for the third year in a row, recognized as the most
valuable brand in the world according to BrandZ1.
 Evaluated at $100 billion and as the number in term of
reputation2 behind Toyota.
 Google has not for primary scope to sell any products or
services to its users. It however displays them some
advertisements which will afterward provide him some
revenues.

27.  How would you describe the attitude towards the brand on the
market?
 Google got since the beginning a good image towards Internet
consumers.
 Launched in 1998 Google was there during the Internet Gold
Rush by providing the most useful and pertinent service(Internet
orientation) and this for free.
 Google is in a certain way: our friend and/or a part of our life on
Internet.

28.  This was a long time ago, before that it became so popular as it is
now. Popularity has good and bad points and generate a lot of
envy either from competition than public opinion.
 Privacy issues: Big Brother aspect
 The recent launch of Google Chrome, an Internet web browser is
enforcing the Big Brother reputation that some want to give to
Google in plus of its commercial aspect.
 In 2007 a survey made in the United Kingdom on 1,101 persons
shows that 60% of the respondents were unsure that Google will
keep their information private.
 However in comparison of all the leaders present on the market
Google is the one that Internet users trust the most keep their
information private.

30.  Those consumer fears can be easily understood by the
following statements:
 “All of the major search engines collect data about our use of their
services, and it adds up to a considerable amount of information.
How much access do we have to view and control that
information? Very little, really. How easy is it for us to find out
what information is being collected about us and how it is used?
What assurances do we have as to the usage of that information?
How much control do we have over it? Would they be willing to let
us remove that data? Should they create Ombudsman offices?”

31.  As a conclusion for this part I would say
that Google has the chance that Microsoft
got one of the worst reputation in the
software and ICT industry by providing
costly solutions for lock-in configurations.
 Google took since the beginning the “Don’t
be evil “.
 which means: “don’t think about short-term
strategies which consist in exploiting
consumers”.

32.  How could the firm improve attitudes towards the brand?
 In order to improve attitudes towards the brand Google can
play on those three aspects. The main aspect concerned
seems to be the one of the privacy. Google could changed it
by giving the possibility to its users to choose if they accept
or not to give their personal information.

33. conclusion
 Google applies their organizational core-advantage to provide lots of
convenient and free services for users.
 To establish Google’s brand and searching reputation.
 We believe that Google's success is due to their innovative ability, and
focus on search.
 We can say that the success of brands like Google, BlackBerry, Apple
and Amazon is amazing.
 Each of these brands is delivering an experience that is not only easy,
friendly and fun to use, but one that is customized to each user.
 Google has today the reputation of being a part of our Internet
experience life, we grew up with him and really recognize it as a
trustful brand.
 However by getting more and more bigger people are seeing it as new
Microsoft with the fear one day to be controlled by him.