Google Inc. is the leading search engine company founded in 1999 with the mission to organize the world's information and make it universally accessible and useful. It offers many popular products and services including Search, Gmail, Google Drive, and AdWords. While it faces competition from companies like Microsoft and Yahoo, Google has dominated the search industry through constant innovation and free services supported by advertising. The company aims to avoid evil through its corporate values and faces some complaints, but also explores new business areas like content hosting, communications apps, and mobile phones.

1. GOOGLE INC.
2014
G R O U P 9
H I M A N I , A D I T YA , A N TA R A , A N J A N I , M A N V I , A S H I K ,
N A N D I TA , M A N YA

2. SYNOPSIS
• LEADING SEARCH ENGINE MACHINE
• FOUNDED IN 1999 IN THE UNITED STATES
• MISSION: ORGANISE WORLD’S INFORMATION AND IT UNIVERSALLY ACCESSIBE AND USEFUL
• PRODUCTS: SEARCH, GMAIL, GOOGLE DOCS, GOOGLE DRIVE, ADWORDS,ADSENSE, GOOGLE+, GOOGLE
BOOKS, GOOGLE FINANCE
• COMPETITORS: MICROSOFT, YAHOO, APPLE, EBAY, AMAZON
• STRATEGIES: FOCUS ON INNOVATION AND OFFER FREE SERVICES AND IN RETURN USE THEIR DATA AND
ONLINE PRESENCE FOR ADVERTISING
• PAID LISTINGS DEPEND ON: COVERAGE RATE, CLICK THROUGH RATE, AVERAGE COST PER CLICK,
REVENUE SPLITS

3. SYNOPSIS
• CORPORATE VALUES: DON’T BE EVIL, TECHNOLOGY MATTERS
• COMPLAINTS FROM: ADVERTISERS, ONLINE PUBLISHERS, USERS
• NEW BUSINESSES: COTENT HOSTING- VIDEO AND BOOKS,
COMMUNICATIONS APLLICATIONS, MOBILE PHONES, PRODUCTIVITY
APPLICATIONS

4. SEARCH BUSINESS BECOMING MORE
CONCENTRATED?
• Initial impulse to the answer is “yes” as the search business is become more concentrated as Google
has clearly dominated this industry with democratic style of search combined by huge number of
Indexed Webpages.
• Google’s differentiating factor is it’s concept of constant innovation and upgrading the Google
searches and the methods for ranking the pages based on their content, relevance by checking the
ratio of actual Click-Through Rate to it’s expected Click-Through Rate.
• At the same time, they provide “helpful choices and suggestions until you find the page you want” by
showing relatively long entries along with thumbnail pictures for many results.
• With Google now taking 90% Global market share , it certainly seems that it’s a winner-take-all
industry and Google’s huge and enormous resources capabilities to invest in any new innovation
which they want to like.
• Google Maps, Google , it would take more than a good idea to beat this giant. What would be needed

5. COULD GOOGLE AFFORD TO PAY AOL
MORE THAN 100% OF THE REVENUE?
• Google was able to pay more than 100% of the revenue generated
from AOL searches which was symbolized by Google as they
obtain 5 % stake in AOL.
• The deal proved to be lucrative on both side as it led Google with
competitive advantage by increasing their market share which
was evident in Exhibit 2.

7. COMPARISON OF MICROSOFT’S AOL’S
SEARCH TRAFFIC TO GOOGLE’S
• Microsoft maximum bid was unknown but Google’s bid is
intriguing comparatively to AOL.
• But Microsoft would had a chance to become the market leader
had the bid has been accepted by AOL.
• But the deal would have been a disaster to AOL ,as they continued
their joint venture with google.

8. IMPORTANCE OF ALTERNATIVE STREAMS
Pressure on the Core Business
ADVERTISERS
• Hackers hijacked 3rd party PCs to repeatedly click ads on the hacker’s
site.
• 10% and 50% of all paid – listing click through are fraudulent.
• Typosquatting (misspelled domain names) i.e., ads appearing on sites
they did not approve.
ONLINE PUBLISHERS
• Publishers and news sites complained of using their content
impermissibly by Google News.
USERS
• Google collected all search histories including all details of user searches

9. NEW BUSINESSES
• Hosting’s: Videos and Books
Acquisition of YouTube in 2006 placed google in the role of content host.
Google began hosting and searching digital versions of books in 2010.
• Communications Application
Launched Gmail in 2004 with more than 1 gigabyte of storage space.
• Mobile phones and Tablets
In 2005 acquired Android Inc., in 2007 google launched Open Handset Alliance. , 2010
launched Nexus One.
• Productivity Applications
In 2009 launched Cloud based applications for fast and reliable internet connections.
• Chrome Web Browser
With 17% users ranked 2nd in 2014.

11. RECOMMENDATIONS
• Data Privacy: Since there is a lot of data in internet, it has become a
primary concern for the users for their privacy issues.
• Build a strong algorithm such that there is no outflow of information
without the concerned authority.
• Remarketing of mobile phones: Google can develop its own user
friendly OS and come up with a handset to compete with the major
players.
• Extend in e-commerce: Google can extend its businesses in e-
commerce beyond online payment such as purchase od journals,
copyrights etc.
• It should also try to reduce the number of spams faced by the user
which will turn enhance the user interaction with the sites.