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- 2. • Larry Page and Sergey Brin founded Google in 1998. • The search engine’s name was a play on the word ‘googol’. • The pair named the software behind the search engine ‘Backrub’. • The company was founded on the principle of being the ‘good guys’ in the corporate world. What started as a college project soon revolutionized search….
- 4. Value proposition? Does it satisfy basic consumer need.
- 5. In addition to Google Search, many more services are offered…
- 6. • Mail service to challenge Yahoo’s superiority. • Immediate hit due to free storage space. • Video service brought in its fledgling stage, • Largest video repository in the world.
- 7. • Most used browser in the world with almost a billion people using it. • Developed to challenge Internet Explorer’s position as the market leader. • Most used mobile application in the world. • API can be licensed.
- 10. HOW DOES GOOGLE MAKE MONEY? • Does it satisfy its users or shareholders? • Should it be giving away services like Gmail for free?
- 11. Initially, Google made money by outsourcing its search engine technology to content providers like Yahoo. But eventually, it developed its own platform…
- 13. • AdWords contributes to 96% of Google’s revenue. • Short word based ads displayed along with search results. • More relevant than random ads.
- 14. • Google helps other sites display its ads and earn money. • Ads are displayed based on Google’s knowledge of the users browsing patterns.
- 15. Should Google stick to what it knows best or challenge established giants in other segments?
- 16. • Launched in 2008 as a direct competitor to Apple iOS. • Dominant player in the smartphone market with 80% market share.
- 17. • Cloud based softwares like Google Drive and Google Analytics. • Consumer cloud applications to compete with Microsoft like Google Docs. • Enterprise cloud solutions to compete directly with Amazon Web Services.
- 19. Is Google straying from its core brand values?• Organize the world’s information and make it universally accessible. • Be the ‘good guys’ in the corporate world. You can be serious without a suit. • Make the web a more personalized experience.
- 20. • Google is much more than its ubiquitous search engine. • It sells ads based on consumer data to make money and help other sites make money too. • Expanding too quickly can risk hurting its core ideals. • In addition to omnipresent Google software services, it also creates hardware products like its Nexus smartphone.
- 21. DISCLAIMER Created by Aasish Gudi as a part of a marketing internship under Professor Sameer Mathur, Indian Institute of Management Lucknow.
Editor's Notes
- Hello. My name is Aasish and today I am going to talk about Google. Starting with a bit of a history first…
- Google was created by two Stanford graduates in 1998. It was initially called Backrub and a proprietary algorith called pagerank set it apart from all the other search engines of that time
- Google commands a lions share in the search engine market today. Its IPO – one of the most lucrative in history made its founders very rich men. Google offers a wide range of products and softwares today. It spends billions of dollars in R&D while mosst of its servicces, including its ubiquitous search engine are free.
- Google Search, the service the company is most know for, was designed to satisfy a basic need of the internet generation consumer. It made it easy for anyone to search for information on the rapidly growing internet. The service has become so omnipresent that ‘Googling it’ has become synonymous with searching on the web
- Although Google still means ‘search’ to a lot of users, it offers a host of other products and services that make virtual life easier to navigate. Google offers a range of services today , many of which are market leaders in their respective domains
- Gmail. Gmail was launched in 2004 as an alternative to the existing market leader, Yahoo mail. It set itself apart with free 1 GB storage while its competitors charged hefty premiums for storage. Another product of Google, Youtube, was acquired by the company is 2006. Perhaps the most known service after its search engine, youtube has evolved into the largest video repository and its plugins are found everywhere.
- Google chrome, launched in 2008 as a direct competitor to Internet explorer has grown to become the most used browser and its navigation service, Google Maps succeeded in mapping a large part of the earth and is the industry standard for digital maps.
- Google suite of products include mobile products, web products and desktop products. It invests more than 3bn dollars per year in its beta softwares. Only after the product is fully tested is it released to the general public and moves into the gold stage as a Google core product. At the last count, there were more than a hundred products and services in Google’s portfolio.
- But why does Google invest so heavily in unproven products. Wouldn’t it be better off if it focused solely on its core competency – its search engine? Some of Google’s more eccentric ventures failed completely and heavily impacted its bottom line. Infact, 36% of google’s products fail. So, why does Google continue this? A more appropriate question to ask would be:
- How does google make money?! Does a company founded on the principle of shunning corporate greed focus on its users or make profits for its shareholders? Should it monetize its services like Gmail by charging a fee for them?
- Initially, Google made money by licensing its search engine technology to dominant search portals of that time … like Yahoo. Search portals would focus on providing content wheras Google’s search engine powered their search technology. Eventually, Google realized it could better serve the internet community by developing its own website..
- Google’s primary sources of equity are the billions of users that use its products and generate copious amounts of data, and advertisers who want to display targeted ads based on consumer preferences. Google realised it could connect them and make a lot of money in the process…
- AdWords is an advertising service that displays short ads based on user data and searching patterns to Google’s users. Adwords is the most dominant source of revenue for google, accounting for 96% of it 45bn dollar reveneue. Users are satisfied as they see relavent ads and advertisers can target very specific segements and achieve higher returns on investment.
- AdSense is a Google Service that allows many websites to monetize their content by displaying media rich ads. This service is powered by Google’s knowledge of internet users and helps advertisers deliver targeted ads.
- Google’s revenue is primarily data driven and it has to exploit new sources of data for sustaining growth. After dominating the search engine market, Google is seeking to challenge software giants like Apple and Microsoft in their own domains…
- Closely following Apple’s 2007 iPhone release, Google released its own mobile OS – Android – to challenge the Cupertino giants monopoly in the smartphone market. Google’s high market share may be attributed to it giving away Android free to manufacturers, seeking to make money from the rapidly growing mobile generated user data.
- Google launched its web suite of products to challenge Microsoft Office. helping users collaborate in real time over the cloud set it apart from Microsfts products. By offering its cloud computing services backed by strong services like Google Analytics, it challenged Amazon’s Web Services. User and enterprise generated data is then monetized by Google.
- Google’s investment arm, Google Ventures, invests in up and coming technologies. Its subsidiary, Boston Dynamics, focuses on robotic technology and Google launched its own hardware with products like Nexus mobile devices and Google Glass.
- With so many products and services, Google still remains true to its core ideals of organizing the worlds information and being the good guys; summarized in its slogan of ‘don’t be evil’. But with it entering uncharted territory ; it provoked strong responses from the likes of Steve Jobs who threatened to declare a war on Google’s Android. The question is, can google continue to innovate while remaining true to its core ideals and not succumb to corporate greed.
- To summarize, Google is primarily a web service provider that monetizes its offerings by selling data generated from its services in the form of ads. In addition to its hugely popular search engine, it makes an entire suite of products to make online life simpler.