Google's alphabet &the 10 flatteners team 1

Running head : GOOGLE’s ALPHABET & THE 10 FLATTENERS 1
Google’s Alphabet & The “10 Flatteners”
DSS 610 – Business Analytics for BI | Prof. Javier E. Leon | Spring 2019
Team1
Amit Joshi | Durgavani Pusuloori | Akanksha Sinha
Saint Joseph’s University

Google’s Alphabet & “The 10 Flatteners” 2
Table of Contents
Abstract............................................................................................................................................3
THE “10 FLATTENERS”................................................................................................................3
About Google....................................................................................................................................3
Google’s Timeline .............................................................................................................................4
Google(Alphabet) : Product Life Cycle .............................................................................................5
Company Structure ..........................................................................................................................6
SWOT Analysis ................................................................................................................................7
BCG Matrix....................................................................................................................................11
Google(Alphabet) : Industry , Main Players & Competitions.........................................................12
Google(Alphabet) & Flattener 1: The New Age of Creativity..........................................................13
Google(Alphabet) & Flattener 2: The New Age of Connectivity......................................................14
Google(Alphabet) & Flattener 3: Work Flow Software...................................................................14
Google(Alphabet) & Flattener 4: Uploading...................................................................................15
Google(Alphabet) & Flattener 5: Outsourcing................................................................................16
Google(Alphabet) & Flattener 6: Offshoring ..................................................................................17
Google(Alphabet) & Flattener 7: Supply-Chaining.........................................................................17
Google(Alphabet) & Flattener 8: In-sourcing .................................................................................18
Google(Alphabet) & Flattener 9: In – Forming...............................................................................19
Google(Alphabet) & Flattener 10: The Steroids..............................................................................19
Summary & Conclusion..................................................................................................................20
Recommendations...........................................................................................................................21
References.......................................................................................................................................23

Abstract
Our love for information search & the ‘Page Rank Algorithm’ made
Google a success. Well, there are multiple factors involved too. In this research project, we are
going to explore how the “10 flatteners” specified by Thomas L.Friedman contributed to the
growth of Google Success as well as how Google can increase its influence over consumers and
its competitors.
THE “10 FLATTENERS”
The world is getting flatter day by day, not geographically but metaphorically in terms of
convenience of communication & collaboration that was never possible as it is now. Thomas L.
Friedman in his 3rd release of the book “The World is Flat” described the updates & insights on
globalization, and how “The Ten Forces That Flattened the World” have provided opportunities
to the companies & individuals to collaborate & compete globally as well as raised the concerns
on the issues of globalization such as environmental, social, and political.
About Google
“Google LLC(Google) is a global technology company, which provides internet products
such as Search, Ads, Commerce, Maps, YouTube, Google Cloud, Android, Chrome, Google
Play and hardware products. The company operates through three business segments: Google
Properties, Google Network Members’ Properties, and Others. In FY2017, Google Properties
accounted for 71% of the company’s total revenue, followed by Google Network Members’
Properties (16%) and Others (13%). The company conducts research and development (R&D)
activities on improving the performance of products and developing new technologies. The R&D
team of the company initiated several projects to enhance and develop various products and
technologies in the areas of artificial intelligence (AI), virtual reality, Big Data, and others. The

company has a business presence worldwide and its products and services are available in
several languages and in various countries, regions, and territories.” [15]
Google’s Timeline
The Google Search Engine has completed more than 20 years of its journey. The
founders Larry Page & Sergey Brin began Google as a Ph.D. research project at Stanford
University, CA. The domain name for Google was registered on September 15, 1997, and they
incorporated the company on September 4, 1998. On October 23, 2000, Google started selling
keyword-based search advertisements with AdWords. Keywords were sold based on price bid
and clickthrough. [4] On August 19, 2004, Google went public and at IPO the company offered
19,605,052 shares at a price of $85 per share. [5] Throughout the next years after going public
they kept on expanding the company by various mergers & acquisitions as well as enhancing
their existing products & services through consistent innovations. On October 2, 2015, Google
restructured the company & its subsidiaries under the umbrella of Alphabet Inc. On their
ongoing journey of products & services expansion, on March 19, 2019, they announced their
plans for launching the Google Stadia a cloud-based gaming infrastructure in 2019. [8,9]

Google(Alphabet): Product Life Cycle
 Introduction Phase: The introduction phase refers to the period when a product is first
introduced in the market. Google was introduced in the market on 15th September 1997
& they formally got incorporated on September 4, 1998.
 Growth Phase: The Growth phase refers to the rapid increase in demand and higher
sales. Google gradually became the number one search engine around 2002-04 leaving
behind AOL & Yahoo that time. Google went public on August 19, 2004, at IPO they
offered 19,605,052 shares at a price of $85 per share
 Maturity Phase: The Maturity Phase refers to the phase where the product’s sales are at
a peak. Demand is strong and the service is booking out. Products began to compete with
new alternatives being introduced into the market. Google search engine is at the maturity
stage because there are also many other search engines in the market like Yahoo, Bing,
Baidu, etc., and Google is the number one choice. Consistent innovation, new market
penetration, and mergers & acquisition led to products & services expansion. The

Company restructured on August 10, 2015, under the parent company Alphabet Inc. in
order to better management, liability protection of each subsidiary & increasing
operational independence between businesses that are not relevant to each other.
 Decline Phase: The decline phase refers to the period when the product reaches its
saturation point. In this case, the price starts increasing though the number of sales
declines. This serves as a decision point: whether to continue with the product with
significant changes or to move onto another product altogether. Google Search Engine
has not yet reached the decline phase as it continues to update the search engine service
to combat optimization abuse, & in making the indexing system rapid and flexible.
Company Structure
Google’s 2015 restructure into Alphabet Inc. gave operational independence to the
various subsidiaries as well as lays the foundation for better management, collaboration &
healthy competition. Google is the core business & other subsidiaries directly under Alphabet are
categorized as “Other Bets”: Calico, Chronicle, DeepMind, GV, CapitalG, Google Fiber,
Jigsaw, Sidewalk labs, Verily, Waymo, Wing and they are mostly experimental & focused on

Research & Development and Innovation. For the fiscal year ended Dec31, 2018: Revenues of
$136.8 billion & Revenue Growth of 23% year over year. Net Income was $30.7billion with
diluted net income per share of $43.70. [11]
SWOT Analysis
Strengths
 Global Technology Leader - Google’s parent Company Alphabet Inc. was ranked 4th
biggest digital companies of 2018 based on market capitalization by MarketWatch. [15]
 Strong Revenue Performance - The company’s total revenue increased from US$89,463
million in FY2016 to US$109,652 million in FY2017, an annual growth of 22.5%.
Revenue growth was due to a 20.1% increase in advertising revenue, which increased
from US$79,383 million in FY2016 to US$95,375 million in FY2017. Growth in the
advertising revenues was contributed from the increase in the YouTube engagement ads
and mobile search queries. [14]
 Dominance in search Engine - Google is the leader of search engines as it dominates
the market with a net market share of 78.78%. Google is now a synonymous term to

search. Google processes over 40,000 searches per second which roughly sums up to 3.5
billion searches per day and 1.2 trillion searches per year worldwide.
 Robust Research & Development - In 2018, Google's parent company Alphabet Inc.
spent 21.4 billion U.S. dollars on R&D across its many properties. Focusing on consistent
innovation is the key strategy of their success & dominance in the tech industry. The
company invests in advertising, cloud, machine learning and search, developing new
products and services through intense research and product development. It also invests
in systems, data centers, real estate and facilities, and information technology
infrastructure to expand its expertise in engineering and other functional areas. The
company initially releases the early-stage products and then use customer reviews and
use data to decide how to invest further in the products. The R&D activities of the
company focus on improving the performance of products and developing new
technologies. [14]
Weaknesses
 Involvement in lawsuits – Google has been involved in a series of lawsuits recently.
They need some serious actions to protect the company goodwill & rapport. Some of the
lawsuits include: In September 2017, three former employees filed a lawsuit against
Google in the San Francisco Superior Court with the allegation of gender pay
discrimination. They alleged that women at all levels of Google are paid less than the
men, they are assigned to lower jobs and getting less opportunity for upward mobility.
Google is also facing antitrust charges in the European Union (EU) for allegedly abusing
its dominance of internet search.

 Over-reliance on Ad – Advertising is the bread & butter of Google. Almost 80% of the
overall revenue generated by the company is from advertising. The overdependence may
prove to be a big weakness for the company as competitions from different industry are
consistently contributing to the drop in advertising revenue. They primarily need to
compete in advertising as well as develop a business strategy to reduce the over-reliance
on the advertisement.
Opportunities
 Global Games Software Industry – Google has always focused on Value Innovation
rather than imitation. With their recent announcement about the launch of cloud gaming
technology Stadia, it is expected that Google is ready to rule the Cloud gaming domain.
 Next Billion Users Initiative – Google has been working for the emerging market and
named their project as Next Billion User Initiative. Primarily they focus on developing
countries like India, Indonesia, Brazil & Nigeria, etc. where the next generation of youth
will access the internet through mobile phone for the first time. The entire project is
focusing on enhancing the user experience despite the barriers like tech knowledge,
language barrier, low affordability, data & connection availability, etc. [18]
 Artificial Intelligence Market – Google has invested in multiple AI ventures and
acquired AI companies like Kaggle, DeepMind, DNN research, etc. Some of the internal
AI projects include Google Home, DeepMind, Google Brain, TensorFlow, TPU,
Quantum AI, Waymo [19]
 Cloud Computing Market - Cloud computing is the delivery of computing services, such
as servers, databases, storage, networking, software, analytics, amongst others, over the
internet (“the cloud”). Some of the benefits of cloud computing include Cost, Speed,

Scale, Productivity, Performance & Reliability. Google Cloud Platform (GCP), offered
by Google, is a suite of cloud computing services that runs on the same infrastructure that
Google uses internally for its end-user products, such as Google Search and YouTube.
Alongside a set of management tools, it provides a series of modular cloud services
including computing, data storage, data analytics, and machine learning. Google Cloud
Platform provides infrastructure as a service, platform as a service, and serverless
computing environments.[20,21]
Threats
Regulatory Affairs: EU Antitrust Rules- Google is facing antitrust charges in the European
Union (EU) for allegedly abusing its dominance of internet search. European Commission filed 3
sets of formal charges against Google: (1) $5 Billion in Jul’18 for Android Antitrust, (2) $57
million in Jan’19 for Privacy, and (3) $1.7 Billion in Mar’19 for Abusive Ad Strategy
 Intense Competition- The intense competition from Amazon & Facebook are the primary
threat that Google. The two competitors are slowly catching up with Google. Their new
features and increasing popularity can take the spotlight away from Google.
 Security Breaches- Google spent months hiding a security breach affecting the data of
Google+ users. Google found and repaired the software bug in March 2018. “But the
delay until October in revealing the incident could reignite long-standing complaints
from federal and state officials that tech giants such as Google are reckless with user
privacy and not forthcoming enough when breaches and other security incidents happen.”
[23]

BCG Matrix
Poor Dog: Poor Dog holds a low market share and creates low or negative market growth, so
they are not worth investing. In Google, the product which counts as a poor dog is “ Google
plus”. Google launched this product in 2011 in compare to Facebook, but they didn’t get success
in that. In 2015, they redesign this product but still, users spend more time on Facebook rather
than Google plus.
Cash Cow: It is the most profitable product of the company. According to BCG MATRIX, the
profit earns from cash cow is invested in “question product” or in “Star product”. In Google, the
cash cow product is “Google Search”. Google launched its website in 1997, Google search is a

page which helps the user to find out the information on the internet what they want or what they
are looking for. In Google search, the company does not have to invest money now but only they
must invest money on this product to maintain or to market this product and this product gives
high profit to the company.
Star: Star is the product which is high growth and high market share. It generates the case and
uses the cash; it gives always positive cash flow. The star product of Google is “Gmail”. Google
launched this product in 2004 and it is also a great success of Google company, Google always
try to make better this from its last version, users love this because it is easy to use and also
because of its spam protection, In Gmail, when any spam mail comes it’s not come into the
inbox it comes into its separate folder of “Spam”. This product always gives high revenue to the
company.
Question Mark: In Question Mark, we include the product about which we do not know the
market, we invest the cash from cash cow in this and we introduce the new product in market but
we do not know how it will react in the market, Our Product in this category is “Google stadia”.
In 2019 Google introduced a new gaming product in the market and it is a new market for google
so google doesn't know what's the feedback comes from the customers. Hence, Google stadia
product comes in Question Mark category.
Google(Alphabet) : Industry , Main Players & Competitions
When Google was in the Introduction phase in the late ‘90s, they competed with popular
search engines like Yahoo, Excite, AltaVista, Infoseek, Wired Digital HotBot, etc. At present,
Google is dominating the Search Engine industry though Bing & Baidu are their biggest

competitors. As per Alphabet Inc, 2017 annual report 86% of Alphabet’s revenues came from
Performance Advertising (Through user clicks using AdSense and Google Ads).
[29]
Currently, Amazon & Facebook are now their biggest competitors. 48% of Online
shoppers are directly going to Amazon vs 35% who starts on Google. Every time the online
shopper directly goes to Amazon site for shopping the Google loses money by being devoid of
the opportunities to show an advertisement to prospective customers.
Also, many advertisers switched to Facebook for cheaper price & simplified model. [12,13]
Google(Alphabet) & Flattener 1: The New Age of Creativity
When the Walls Came Down and the Windows Went Up - “Created a single global market”
The fall of the Berlin Wall symbolizes the “Start of the Revolution”. That era allowed
individuals to join the economic mainstream. Individuals use their own personal computers,
giving them the freedom to connect again with the world, to find happiness. Tipped the

balance across the world toward those advocating democratic, consensual, free-market-
oriented governance.
In 1998, Larry Page & Sergey Brin made the most of technological development & the
market created by tech giants Yahoo & AltaVista by implementing the Page Rank Algorithm
in their search engine Google. They created value innovation through a simple insight that
laid the foundation for growing success and innovative expansion. They are making billions
from advertising and kept on taking challenges in the technology world.
Google(Alphabet) & Flattener 2: The New Age of Connectivity
When the Web Went Around and Netscape - “Popularized the Internet”
In 1969 the Internet was invented. Netscape browser first appeared in March 1993 was a
huge flattener. People across the globe were able to connect. Netscape and the web expanded
the audience for the Internet from its roots as a communications medium used primarily by
“early adopters and geeks” to something that made the Internet accessible to everyone. The
digitization gave the freedom to access & manipulate everyday occurrences such as words,
files, films, music, and pictures on a computer screen by all people across the world.
Google leveraged the foundation set by Netscape. Innovated the Search Engine Game by
using ‘Page Ranking’ algorithm. Google took the internet usage to the next level by
providing continuous innovation & excellent customer service. They made the information
more manageable & accessible to everyone who has access to the internet.
Google(Alphabet) & Flattener 3: Work Flow Software
“Regardless of the location, enabled faster, and closer collaboration”
The computer & Internet was a foundation for flattening of the world through the
possibility of connecting & collaborating was the next step of globalization. According to
Friedman, the rise of workflow software enabled more people in more places to design,

display, manage, and collaborate on business data previously handled manually. As a result,
work started to flow within and between companies and continents faster than ever. Friedman
believes these first three forces have become a “crude foundation of a whole new global
platform for collaboration”. There was an emergence of software protocols (SMTP – simple
mail transfer protocol; HTML – the language that enabled anyone to design and publish
documents that could be transmitted to and read on any computer anywhere) Standards on
Standards. This is what Friedman called the “Genesis moment of the flat world.” The net
result “is that people can work with other people on more stuff than ever before.” This
created a global platform for multiple forms of collaboration. The next six flatteners sprung
from this platform. [24]
Consistent expansion of Google products leveraged the 3rd Flattener Key products that
enhanced user Workflow experience that includes Gmail, Gsuite: Google Drive, Google Photos,
Kissflow, Blogger, etc. Google plays an important role in connecting and collaborating people
through various products & services offered free of cost on its search engine, Gmail, Gsuite
applications. Google docs workflow makes easier to use the cloud-based tool Google drive.
Gmail is the number one email service. [25] As of April 2018, Gmail has 1.4 billion users.
[26,27] and it is available in 105 languages. [28]
Google(Alphabet) & Flattener 4: Uploading
Harnessing the Power of Communities – “Empowered all internet users to create
content and share it”
The power of uploading was the most disruptive flatteners of all. As it empowered all
internet users to create content and share it online. The example includes Open Source
software, blogging, and Wikipedia, etc. Right now, the information uploading, videos, music,
data, etc. are very easily accessible to individuals across the world. It disrupted the barrier to

learn & be knowledgeable in any field. With the right focus and dedication, people can
master many skills and contribute towards consistent knowledge sharing platforms.
Many of Google’s products enable users to create content, upload and share with the
world. One of the best products of Google include YouTube that allows users to upload,
view, rate, share, add to playlists, report, comment on videos, and subscribe to other users.
Google bought the site in November 2006 for US$1.65 billion; YouTube now operates as
one of Google's subsidiaries.
Google(Alphabet) & Flattener 5: Outsourcing
Y2K- “Contracting with an outside company and then integrating and their work back
into your organization”
The programming bug changed the course of globalization to one step further.
The infamous bug Millennium Bug or Y2K bug (the Year 2000 bug) created havoc in
computers and computer networks around the world. Almost 300 billion USD was spent
to recover from this bug and upgrade the computers. This resulted in dropped American
share market & layoffs of highly paid programmers. India was the most benefitted
country from this chaos. Many of the top-level programmers were available at very low
salaries. This set the course of a new flattener ‘Outsourcing’ as many of the work were
outsourced from US companies to majorly in India.
Google has outsourced many projects to U.S. based IT companies like Cognizant,
IBM, Accenture, etc. and most of the employees of these companies are in India. Third-
party specialists such as TCS, Infosys & Genpact are also part of Google’s outsourcing
family. These companies have handled software maintenance and development projects
for Google over the past decade. Infosys & Wipro have been majorly benefitted from
Google’s outsourcing strategy. [31]

Google(Alphabet) & Flattener 6: Offshoring
Running with Gazelles, Eating with Lions- “Relocating an entire operation to another
country”
On Dec 11, 2001, China formally joined the World Trade Organization. As per Freidman,
after China joined the WTO, both China & the rest of the world have had to run faster and
faster. As China’s joining the WTO gave a huge boost to another form of collaboration –
Offshoring. Offshoring is the practice of basing some of a company's processes or services
overseas, to take advantage of lower costs. At one instance, the concept of outsourcing and
offshoring may sound similar though there is a fine difference between these two flatteners.
In offshoring unlike outsourcing, instead of making some other companies as their partner to
get the work done, the company opens their own branch in a foreign land in order to get the
same services or products at cheaper labor, lower taxes, subsidized energy, and lower health-
care costs. This flattener resulted in making many companies multinational.
Google has severely leveraged the “Offshoring” flattener by establishing offices over
more than 50 countries across the world. Additionally, they restructured the company under
the umbrella of Alphabet Inc. to get the huge tax rebates. This restructure was successful by
offshoring many of the company’s operations to Ireland, India, and China. Google save
billions on taxes each year using Flag Theory by establishing different flags of their business
in strategic jurisdictions around the globe. Google Ireland Limited, employs almost 2,000
people in central Dublin and collected 88 percent of the $12.5 billion non-U.S. sales in 2009.
These profits flowed quickly out to Bermuda.
Google(Alphabet) & Flattener 7: Supply-Chaining
Eating Sushi in Arkansas - “Creation of networks that could collaborate and share
information for increased efficiency”

The 7th flattener “Supply-Chaining” provided an option for competitive advantage to
many companies by getting the best product at a lower price around the globe. Friedman
compares the modern retail supply chain to a river. It helps to fulfill market demands and
promotes retailers & manufacturers collaboration globally.
Google(Alphabet) supply chain strategy is on point. They have acquired more than 200
companies which promotes supplier diversity, profitable supply chain, and mutual success.
Major acquisitions include: (Android, Applied Semantics, DoubleClick, YouTube, Keyhole,
Where2, and Zipdash is now Google Map, Urchin Software is now Google Analytics, Waze
is now Enhanced Google Map, Upstartle is now GoogleDocs, DeepMind, Titan Aerospace is
now 5G Network)
Google(Alphabet) & Flattener 8: In-sourcing
What the Guys in Funny Brown Shots are Really Doing – “Delegating operations to
another company that specializes in those operations”
The 8th flattener “In-sourcing” is the practice of using an organization's own personnel or
other resources to accomplish a task that was previously outsourced. Friedman uses UPS as a
prime example for insourcing, whereby the company's employees perform services – beyond
shipping – for another company. For example, UPS repairs Toshiba computers on behalf of
Toshiba. The work is done at the UPS hub by UPS employees.
Google(Alphabet) penetrated the new market by In-sourcing. Some of the best examples
include: Nexus Smartphones was insourced with companies LG, Motorola & Huawei. Pixel
Smartphones were then insourced to HTC in order to make profits and later they acquire
most of HTC smartphone company. Google contracted Chinese manufacturer Foxconn to
assemble Google’s digital eyewear, called Glass, in a facility in Santa Clara, California.
Expected to In-source more products & services soon.

Google(Alphabet) & Flattener 9: In-Forming
Google, Yahoo!, MSN Web Search – “The ability to search for information”
The 9th flattener is In-forming. The ability to search for knowledge & information. This
flattener has given rise to extended globalization to the individual entity. You don’t need to
be a big company to work globally. Individuals can collaborate & compete globally.
Informing is the ability to build and deploy your own personal supply chain of information,
knowledge, and entertainment. It enables self-collaboration, makes an individual self-
directed and self-empowered.
Now Google is a verb, and everyone is a researcher. Google’s Mission is to organize the
world’s information and make it universally accessible and useful. Continuous Innovation &
Improvement of search results made it the number one search engine in the industry and a
tech giant who consistently innovate and expand their products, services & customer base.
Faster service & articulated results by the help of Page Rank algorithm has made Google a
dominating leader in the industry.
Google(Alphabet) & Flattener 10: The Steroids
Digital, Mobile, Personal, and Virtual – “Technologies that enable all forms of
computing and collaboration”
Friedman believed that the 10th flattener “Steroids” is the future of all forms of
collaboration. He defined this flattener beautifully in six different attributes naming them
“ The Steroids”. These six attributes comprise Computing capabilities, Instant Messaging
and file sharing, Phone Calls over the Internet, Video Conferencing, Advanced Graphics,
and Wireless Technology & Devices. Currently, in 2019, we significantly experience the
levels of possibilities in our personal & professional life because of these steroids.

Google is in the real terms a tech giant who never leaves any stones unturned to
maintain its dominance & power in the industry. They have leveraged all the six steroids
& offer products & services to customers for a better and convenient lifestyle and
collaborative experiences. Relevant products for every six steroids are as follows:
1. Computing - Chrome OS
2. Instant Messaging & File Sharing - Gmail Chat, Google Drive
3. Internet Phone Calls - Google Voice
4. Video Conferencing - Google Hangout
5. Computer Graphics - Google Design| Google VR
6. Wireless Technology & Devices - Android Phones | Android Tablets
Summary & Conclusion
In this research project, we observed how Google progressed through their 20
years journey. Also, we concluded that at present Google Search Engine is at the
Maturity phase in the Product Life Cycle. After SWOT analysis, it is evident that there
some serious strategy change is needed to maintain the goodwill & company’s rapport.
We also analyzed how the “10 Flatteners” mentioned by author Friedman contributed in
the expansion & success of the company. Google as a company has ensured to create
value innovation rather than imitation. They try to leverage each & every aspect of
technological development around the world and go several steps ahead to create new
products & services and the market. It is also very evident that one of the core strategies
they follow is to invest, acquire & innovate different products, services & the companies.

Recommendations
We derived our recommendation based on the Weaknesses & Threats from the SWOT
analysis. Some of the areas of improvements are as follows:
1. Many companies are coming under scrutiny for misuse & antitrust of user’s data.
Google’s strategy maker needs to realize the fact that it is the customer who is king.
In order to serve customers right, they need to revise their strategical model that is
ethical, legal & loyal.
2. It’s evident that the insights from data make a huge difference in making a key
business decision that paves the way to the company’s success and growth. They need
some solid plan to get the user consent to gather data, that may include promotions,
offers and raising awareness about their infrastructure and ethics to protect users'
privacy. Building reputation, goodwill & ethics could also be a way to long term
success and loyal customers.

3. The flattener number one stressed on the significance of fall of communism & the
benefits of capitalism that led the way to lifestyle improvement & innovation across
the world. Google’s monopoly could be compared as a form of communism that may
crush many spirits of entrepreneurial, innovative entity’s independence. A healthy
competition that lays the foundation for collaboration & coexistence is needed to reap
the rewards of capitalism.
Rather being monopolistic they need to welcome healthy competition and succeed
through their quality work, research & development and consistent innovation. As
monopoly could severely lead to distrusts, rivals & bad reputations.
4. Google’s seriously needs to take several major steps to decrease the over-reliance on
Advertisement as well as to restructure the advertising services to compete with
Amazon & Facebook. Recent news reports state that there has been a consistent
decrease in the advertising revenue because of rivals like Amazon & Facebook. They
either need to compete with Amazon by launching one step ahead platform for online
shopping or collaborate with them. Better & cheaper customer service in
advertisement could give an edge over Facebook, even if it leads to lower revenue for
a shorter time, they need to see the bigger picture to maintain customer loyalty.
5. As per recent CNBC updates, the Alphabet revenue has dropped this quarter. [29]
The major reason as speculated by experts are privacy issues as well as lawsuits.
Google needs a change in the business plan as well as to maintain the integrity, ethics,
& goodwill.

References
1. The World Is Flat: A Brief History of the Twenty-First Century. Author: Thomas L.
Friedman.
2. Helping you along your Search journeys
https://www.blog.google/products/search/helping-you-along-your-search-journeys/
Retrieved April 29, 2019
3. Google: How google search works
https://web.archive.org/web/20111104131332/https://www.google.com/competition/how
googlesearchworks.html Retrieved April 29, 2019
4. Google Press: Google Launches Self-Service Advertising Program
http://googlepress.blogspot.com/2000/10/google-launches-self-service.html Retrieved
April 29, 2019
5. CNN: Google sets $2.7 billion IPO
https://money.cnn.com/2004/04/29/technology/google/ ,Retrieved April 29, 2019
6. Google: G is for Google August 2015 https://googleblog.blogspot.com/2015/08/google-
alphabet.html ,Retrieved April 29, 2019
7. SEC: UNITED STATES SECURITIES AND EXCHANGE COMMISSION
https://www.sec.gov/Archives/edgar/data/1652044/000119312515336577/d82837d8k12b
.htm ,Retrieved April 29, 2019
8. Google: Stadia GDC 2019 Gaming Announcement
https://www.youtube.com/watch?v=nUih5C5rOrA ,Retrieved April 29, 2019
9. CNBC: Google announces Stadia, its streaming game platform, in an effort to upend the
$140 billion video game industry https://www.cnbc.com/2019/03/19/google-stadia-new-
streaming-game-service-announced.html ,Retrieved April 29, 2019

10. Alphabet: Other Bets https://seekingalpha.com/article/4094329-alphabet-bets ,Retrieved
April 29, 2019
11. Mergent Online: 10-K Retrieved from
http://www.new.mergentonline.com.ezproxy.sju.edu/printedgar.php?pagetype=companyf
ilings&id=18160269&type=HTML&compname=ALPHABET%20INC.#s31376B09D3B
756EEB619A1219E4F06AA
12. Investopedia: How Amazon Competes With Google (AMZN, GOOG)
https://www.investopedia.com/articles/investing/060215/how-amazon-competes-
google.asp , ,Retrieved April 29, 2019
13. Investopedia: Why Facebook Is The Biggest Threat To Google's Ad-Revenue Throne
(FB, GOOG) https://www.investopedia.com/articles/investing/060315/why-facebook-
biggest-threat-googles-adrevenue-throne.asp ,Retrieved April 29, 2019
14. MarketLine: Google LLC https://advantage-marketline-
com.ezproxy.sju.edu/Product?pid=327A0888-F66D-4513-81C5-
E235F5ABA9A6&view=BusinessDescription ,Retrieved March 22, 2019
15. Market watch: U.S. companies really do rule the tech world—here’s the chart to prove it
https://www.marketwatch.com/story/us-companies-really-do-rule-the-tech-worldheres-
the-chart-to-prove-it-2018-10-08 ,Retrieved April 29, 2019
16. DigitalGYD: 10 Best Search Engines That Are Better Alternatives To Google in 2019
https://www.digitalgyd.com/best-search-engines/ ,Retrieved April 29, 2019
17. Statista: Annual research and development expenditure of Alphabet from 2013 to 2018
(in million U.S. dollars) https://www.statista.com/statistics/507858/alphabet-google-rd-
costs/ ,Retrieved April 29, 2019

18. TECHie: Google's Plans For The Next Billion Internet Users
https://www.youtube.com/watch?v=r5lhdOdzLfI , Retrieved April 29, 2019
19. CBINSIGHTS: How Google Plans To Use AI To Reinvent The $3 Trillion US
Healthcare Industry https://www.cbinsights.com/research/report/google-strategy-
healthcare/ , Retrieved April 29, 2019
20. NASDAQ: CLOUD COMPUTING: INDUSTRY REPORT & INVESTMENT CASE
https://business.nasdaq.com/marketinsite/2017/Cloud-Computing-Industry-Report-and-
Investment-Case.html ,Retrieved April 29, 2019
21. Google Cloud: Groundbreaking solutions. Transformative know-how
https://cloud.google.com/why-google-cloud/, Retrieved April 29, 2019
22. Science Alert: Google Spent Months Hiding a Security Breach Affecting The Data of
Google+ Users https://www.sciencealert.com/google-kept-a-bug-secret-for-months-that-
risked-google-users-privacy ,Retrieved April 29, 2019
23. Friedman, T (2006). Flattener #3 Work Flow Software, In Thomas Friedman (Ed.) The
World is flat
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April 29, 2019
25. DMR: 20 Amazing GMail statistics(2019)
https://expandedramblings.com/index.php/gmail-statistics/ ,Retrieved April 29, 2019
26. Intelligencer: Gmail Gets a Major Face-lift and Productivity Boost, Starting Today
http://nymag.com/intelligencer/2018/04/how-to-turn-on-google-gmail-redesign-and-new-
features.html ,Retrieved April 29, 2019

27. Google: https://mail.google.com ,Retrieved April 29, 2019
28. CNBC: Alphabet drops after reporting ad revenue slowdown
https://www.cnbc.com/2019/04/29/alphabet-earnings-q1-2019.html ,Retrieved April 29,
2019
29. Sourcing Focus: Google follows Apple’s business strategy by outsourcing chunks of
work to India
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by_outsourcing_chunks_of_work_to_in/ ,Retrieved April 29, 2019
30. Flag Theory: Google Saves Billions in Taxes by going Offshore
https://flagtheory.com/google-saves-billions-in-taxes-by-going-offshore/
31. Forbes: Google's Very Clever Trick With Their Offshore $30 Billion Stash And
Acquisitions https://www.forbes.com/sites/timworstall/2014/05/21/googles-very-clever-
trick-with-their-offshore-30-billion-stash-and-acquisitions/#50f7363e5ba2 ,Retrieved
April 26, 2019
32. Next City: Google Puts One Foot on Insourcing Bandwagon with Partial Production of
New Digital Specs in U.S.
33. https://nextcity.org/daily/entry/google-glass-foxconn-insourcing-digital-specs ,Retrieved
April 26, 2019
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https://www.freightos.com/google-innovative-supply-chain-company-world/ ,Retrieved
April 26, 2019
35. WTO: Understanding World Trade Organization

https://www.wto.org/english/thewto_e/whatis_e/tif_e/understanding_e.pdf ,Retrieved
April 26, 2019

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