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Google And Future Of It
- 1. GoogleAnd the Futureof IT – Presented by Group D
- 2. What is Google?ASearch companySoftware Developer CompanyMedia DistributorInformation AggregatorAnd the Future of ITPresented by Group D
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- 5. 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.
- 6. Google vision“To organizethe world's information and make it universally accessible and useful”
- 7. MonopolyControl on WorldInfoUser Search trends and data‘Don’t be Evil’ motto Data confidentiality?Too much dependency
- 8. Network EffectNetwork effectdescribes how a service becomes more valuable to its users as more people use the same service
- 9. Google’s Business Model:Sourceof RevenueAdvertising (97%,bidding)Pay Per ClickSelling search tools to corporate customers
- 10. Google’s Business Model:Threesets of Customers:Internet users (C) , Advertisers (A) and Web Services (W) The Offers: To (C): Search for anything users can think of free of chargeTo (A): Induce searcher’s traffic to advertiser’s sitesTo (W): Provide Search technology to Web Portals CapabilitiesConnection 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 transactionsHow value is captured: Paid listing advertising (Cost Per Click)High Internet TrafficHigh Conversion Rate
- 11. Capabilities: Core andNon-CoreNewOfferings/DealsMap data baseOpen OfficeG-DocChromebrowserAndroid phone designBuild on-line infrastructureNewOfferings/DealsStreet view data baseServerHardware developSatellite data baseNewOfferings/DealsProduct MarketingActivity CoreSoftware integrationGadgets DesignGoogle checkout paymentPicasaPhotoNewOfferings\DealgnicreucoaFoundation & Integrative CapabilitiesSpSCustomer experienceBusiness StrategiesSearch AlgorithmData ConnectionInnovationCapability Enhanced ActivityCapabilityOver Time
- 12. Acquisitions StrategyEliminate FuturecompetitorDoubleClick , Remail, YouTubeEliminate potential targets for chief competitors
- 13. Don’t be Evil?CopyrightInfringementGoogle ReaderYou Tube ConceptNewspaper, Print media <= Subscription based revenueMarginal Cost of accessing content => 0
- 14. Adwords Business ModelAdvertiserspurchase termsSearched terms triggers appearance of advertiser’s ad and linkKeyword Suggestion Tool : program that recommends keywords to advertisers to be purchased
- 15. Free Products-based AdvertisingBetter& friendlier than direct advertisingKills the competitors core productsAn alternate strategy of brand promotion
- 16. Competitors (Failed Acquisition in 2007) and (Next Target?)Shielding their content from Google searchStrong independent developersInternet users behaved differentlyApple vs. Google – Mobile market arenaCommon Competitor – Interlocking Directorships
- 17. Need to DiversifyNexusAndroidWebStoreThreat to Amazon??Step towards Mobile StoreVenture CapitalismFailed in print ad and radio ads business
- 18. Chrome OS (Q3/42010)Web CentricOnline ApplicationsTo popularize Cloud ComputingOpen Source , LightweightFree OS+ Free Storage +Free SoftwareLow cost of computing => More internet users
- 19. More revenue forGoogle from its adsSpeed?Large data needs? E.g.. Computer gamers
- 20. Identify which indicatorsare the most relevant for youDetermine how to measure the success of your web site based on your business objectivesKey PerformanceIndicatorsNumber of visits / Unique Visitors
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- 24. Etc …Track upto 200 goals per account
- 25. Google WaveBeta versiona flop ?Perceived Usefulness is Low?Perceived ease of use?Eats RAM , slows down PCsSelf Cannibalization?Q/A type of Internet to CollaborativeNeed for a single roof ?
- 26. Part of itslong-term media-dominance strategyProfitability of YouTube: growing concernTransition from showing user generated content to move and television studio contentMoving towards coverage of live coverage of sports tournaments like IPL.Revenue Model?Hulu.com
- 27. Google LabsGoogle CodeSearch - Search public source codeGoogle Reader - Use Google's web-based feed reader to keep track of your favorite web sitesGoogle Transit - Plan trips using public transportationGoogle Music Trends - See what music is popular among Google Talk usersAccessible Search - Web search for the visually ImpairedGoogle Extensions for Firefox (Google Browser Sync now available) - Add powerful new tools to your Mozilla Firefox browserPicasa for Linux - Google's photo organizer now available for Linux usersGoogle Notebook - Clip and collect information as you browse the webGoogle Trends - See what the world is searching forGoogle Related Links - Provide your website's visitors with links to useful informationGoogle Mars - View some of the most detailed maps of Mars created by NASA scientistsGoogle Page Creator - Create your own web pages, quickly and easilyGoogle Dashboard Widgets for Mac - Quickly access Google products from within DashboardGoogle Web Accelerator - Save time online by loading web pages fasterGoogle Ride Finder - Find a taxi, limousine or shuttle using real time position of vehiclesGoogle Suggest - As you type your search, Google offers keyword suggestions in real timeFroogle Mobile US | Froogle Mobile UK Improved! - Search for products from your mobile phone using FroogleGoogle Sets - Automatically create sets of items from a few examples
- 28. Google Vs MicrosoftCloudComputing Vs Desktop ComputingWill they co-exist?Chrome Vs IE browsersChrome OS Vs Windows OSAndroid OS Vs Windows CE/Mobile OSOffice Apps
- 29. China Vs GoogleLeavingon 10th April?Who gains?Baidu?Competitors
- 30. AndroidOpen handset allianceCompetingagainst RIM BlackBerry, Microsoft’s Windows CE/Mobile, Apple’s iPhone, Palm’s Pre, and the Symbian Ltd
- 31. Mobile ComputingFastest growingmobile 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
- 32. collaborate andeasily access and share files
- 33. keep abreastof social networks Emergence of specialized devices customized for a single purpose offer better storage and profitability.
- 34. Mobile ComputingEmergence ofspecialized devices customized for a single purpose offer better storage and profitability.
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- 36. More than justa phoneInternet browsingE-mailInstant messaging/social mediaTabletBookreader/eReaderMusic player/recorderMusical instrumentPhoto camera/editorVideo player/recorderGPS deviceCar electronics deviceHome electronics deviceGame computerLots of handy utilities
- 37. Smartphone salesSmartphone salesQ4 2009 41% growthBest performers Apple iPhone and Google Androidsource Gartner feb 2010
- 38. Future of GoogleLostout on Social NetworkingImitation =>Company’s Decline <=Google BuzzMachine search results vs. Human recommended resultsAdvertising => SustainabilityAcquisition of other companiesGDrive? New search strategiesCustomization featuresMultimedia searchVoice portals
- 39. Future of GoogleGoogleLifecycle : is it following the trend of IBM or Microsoft or will it chart a third courseBuzz debacle (Unwanted guest , personal data exposed)Social Curation
- 40. Social ImpactGoogle EconometricsHaitiEpidemicCauseUnemployment-tive : Hindering Learning“Is Google Making us Stupid?” Carr, Nicholas. (2008).
- 41. Green Initiatives @Satellite imagery dataSupercomputers @ seaCarbon Neutrality
- 42. Future of ITITshifts from an asset to a serviceOpportunities for new IT projectsData migration, cloud based applications.Personal Data migration?Quantum computingThe ignored $100 bill Mobile becoming the dominant platform for connecting to net
- 43. Continued..Emphasis ondoing IT wellSocial Wave on mobileUltra high-speed broadband networksWorld as a wi-fiSematic WebSophisticated personalisation of contentLocation-based/mapping services
- 44. RSSRemixabilityJoy ofuseAffiliationBlogstagsSocial softwareWeb 2.0wikisFolksonomyPodcastingStandardisationThe long tailParticipationRecommendationInformationIMOpen APIMe, identitymashupmetadataAudio video contentAJAXSearchSyncUnified messagingServicesMusicGames, gamblingConvergencePortabilityData drivenCross media services3rd Party applicationsVoiceMobile contentMultilingual Micro paymentsMobile Web 2.0AwarenessContent messagingSMSUsabilityLocationMobile SearchSmall ScreenUser individualityDevice pocketabilityI am a tagIcon/ BlingNavigationmtagsSizeWeightIcon, logo, ringtonesBatteryVoice to tagPersonalisation
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- 46. IP EverywhereBy 201680% + media content will be delivered digitally
- 47. Web StandardsRise ofOpen Internet standards leads to the commoditization of software, content management, storage and delivery:WidgetsAjaxSOAPCSSXMLRDFRSSATOM(X)HTML
- 48. ConnectivityUbiquitous computing?"Totally ubiquitouscomputing. 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
- 49. The FutureTime Out?“Disconnectionis 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
- 50. SpaceContextLocation aware informationis more valuableMobile devices make location awareness more important/valuable – and expectedGoogle today provides mostly the same Answers to everyone
- 51. The Future ofIT is… Aligning IT Systems with Business Strategy?The Future of IT is…INTELLIGENCEAnswering?QA TechnologyAnswer EngineKNOWLEDGEIT - Intelligent TechnologyONLINE DECISION PROCESSING (OLDP)SearchingDecisioningAdvisingComplyingRecommendingSchedulingOptimizingDiagnosingTroubleshootingBusiness IntelligenceA.I. Artificial IntelligenceReal-Time Decisioning SystemBPM & BRMBusiness Rule Mgmt SystemWeb BrowserSearch Engine (Google)INFORMATIONIT - Information TechnologyONLINE ANALYTICAL PROCESSING (OLAP)Analyzing Warehousing Decision SupportMiningDecision SupportMultidimensional DatabaseCRM & SCMKnowledge Management (KM)Business Rule Engine (BRE)Knowledge BaseWindows (Microsoft) WWW URL HTTPDATAMIS - Management Information SystemsONLINE TRANSACTION PROCESSING (OLTP)TransactingReporting NetworkingRelational DatabaseClient/Server LANObject-Oriented SystemsExpert System (ES)RulebaseDP - Data ProcessingBATCH DATA PROCESSINGAccounting AutomatingMagnetic Tape/Flat FileHierarchical DatabaseCOBOLInternet e-MailMainframe Era1970’sPCRevolution1980’sWorld Wide Web1990’s2000’sWireless WebSmart PhoneSemantic Web2010’s?INTELLIGENT SYSTEMSKNOWLEDGE-BASED SYSTEMSComplex rules; Deep/narrow scope of reasoningRULE-BASED SYSTEMS Simplistic, Externalized, Declarative Rules; Shallow/broad scope of reasoningDATA-BASED SYSTEMS Rules hard-wired in code, stored procedures, or triggersCopyright © 2008 BIZRULES
- 52. ReferencesTHE FUTURE ACCORDINGTO 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: 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/Penguin
Editor's Notes
- #3 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
- #8 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
- #10 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.
- #13 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.
- #14 1) Google Reader: Is a Web-based aggregator capable of reading Atomand RSS feeds online or offline
- #15 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
- #16 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
- #17 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
- #18 Nexus one – Google’s smart phone which uses Android open source OS.5) Google ventures – VC
- #19 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.”
- #21 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
- #22 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.
- #24 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?
- #26 OHA - Google supported manufacturing consortium
- #27 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.
- #28 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.
- #32 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.
- #33 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.
- #34 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?
- #35 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
- #36 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.
- #39 With Mobile Devices
- #40 Pop standards thing after.
- #44 Localization and PersonalizationPromote Location based marketing