Larry Page developed the Google search engine in 1997 which became dominant through partnerships with Yahoo and AOL. Google diversified into advertising through AdWords and acquisitions like DoubleClick, establishing its dual-class share structure. While global market share and regulatory concerns present challenges, Google maintains leadership across search, Android, Chrome, and YouTube through innovation and strategic acquisitions.

1. ALPHABET’S GOOG
LE
BY GROUP 14 SECTION 1
FT241061- SWAPNIL LAMBAT
FT241066 – SHWETAA VJ
FT241069 – AKASH TYAGI
FT241070 – SUSHIL KHATRI
FT241086 – SOHAIB KHAN

2. BRIEF HISTORY OF ALPHABET
• Larry Page developed a BackRub algorithm which was designed to index web links, leading
to the creation of PageRank.
• In 1997, they named their search engine "Google“.
• Google's search engine was licensed by Yahoo in 2000, boosting its traffic and refining its
search capabilities.
• Eric Schmidt became Google's CEO in 2001, marking the company's first profitable year in
2001.
• Google signed a deal with AOL for web search and advertising services in 2002.
• Google's IPO in 2004 established a dual-class structure for control, and strategic
acquisitions followed.

3. GOOGLE / ALPHABET'S STRATEGY:
CORE PRODUCTS
• Google maintains its search engine's dominance while addressing government concerns and
antitrust allegations.
• Google promotes an open-source Android approach, encouraging device customization and
integrating Google services.
• Google challenges Internet Explorer's dominance with a faster, user-friendly browser, Chrome.
• Google expands YouTube's online video presence, including ad-free subscriptions and curated
content.
• Google Play combines various digital content and services for Android users, contributing to
revenue growth.

4. GOOGLE / ALPHABET'S STRATEGY:
ADVERTISING PRODUCTS
• In 2000, Google launched AdWords, transforming advertising by presenting contextually
relevant ads linked to search queries through keyword auctions.
• Google acquired Applied Semantics in 2003, integrating AdSense which matches ads to
website content, sharing revenue with site owners.
• The 2007 acquisition of DoubleClick diversified Google's ad capabilities, strengthening
display and video ad delivery to third-party sites.
• Google acquired AdMob in 2010, establishing a strong foothold in mobile advertising for
apps and mobile websites.

5. CHALLENGES
• Global market share in online advertising decreased due to the rise of mobile devices,
voice-enabled search, and lower mobile advertising margins compared to desktop.
• Google's dominance in search, has led to regulatory scrutiny, potentially risking a
significant portion of its annual revenue and its advertising sales dominance.
• In 2016, Google removed 1.7 billion violating ads, and adjusted policies in 2017 due to
advertisers’ boycotts over objectionable content.
• Struggled to achieve financial success and viability for Alphabet's "Other Bets" ventures,
such as Waymo, despite significant technical achievements and increasing competition.
• Faced difficulty in retaining top talent due to its high hiring standards.

6. SHAREHOLDER’S CONCERNS
• Regulatory issues and potential legal battles could impact the company's revenue
and advertising sales dominance.
• The decline in global market share in online advertising due to mobile devices,
voice-enabled search, and lower mobile advertising margins compared to the
desktop may affect the company's revenue growth.
• Increasing competition could draw away talent and potentially impact
performance.
• The regulatory scrutiny over Google's dominance in search could lead to potential
challenges and changes in the company's operations.

7. SHAREHOLDER’S ASSURANCE
• Diversified portfolio of products and services.
• Maintains a strong position as a market leader in various segments.
• History of strategic acquisitions indicates a proactive approach to stay relevant in
evolving markets.
• Consistent strong revenue and profitability in its financial performance suggest its
ability to navigate challenges and allocate resources towards potential future
growth opportunities.