The document provides a SWOT analysis of Google Inc. as of 2017, highlighting its strengths in online advertising and web search, weaknesses related to overdependence on advertising revenue, and threats from growing competition and digital market changes. It also discusses opportunities in subscription-based services for YouTube and the fragmentation of the Android OS. Financially, Google saw significant revenue growth, with $74.541 billion in revenue and $16.348 billion in profit for 2015.

1. GOOGLE INC.
SWOT ANALYSIS 2017

2. SLIDE | 2
ABOUT GOOGLE
Name Google Inc.
Logo
Industries served
Internet (Google Search, Google AdWords, Gmail)
Computer software (Chrome OS, Picasa, Google Earth)
Consumer electronics (Chromebook, Nexus, Google TV)
Geographic areas served Worldwide (more than 50 countries)
Headquarters Mountain View, California, U.S.
Current CEO Sundar Pichai
Revenue US$74.541 billion (2015) increased 13.5% over US$65.674 billion (2014)
Profit US$16.348 billion (2015) increased 15.6% over US$14.136 billion (2014)
Employees 61,814 (2016)
Parent Alphabet Inc.
Main Competitors
Amazon.com, Inc., Apple Inc., Facebook Inc., Microsoft Corporation, Samsung Electronics
Samsung Electronics Co., Ltd., International Business Machines Corporation and many
Corporation and many other Internet, computer software and consumer electronics
electronics companies.

3. Google Inc. business overview from the company’s financial report:
“Our founders started Google because they share a profound sense of
potential for technology to create a positive impact in the world. As Larry
their first letter to shareholders, our goal is to: “... develop services that
lives of as many people as possible.”
In many ways, Google itself began with a series of questions: What if we
index the entire web? What if we could organize all the world’s
and searched for the answers.
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BUSINESS DESCRIPTION (1/2)
“
”
We know we’ve found the right answers when they pass what we call
the "toothbrush test," whether this product will be used by hundreds
of millions of people everyday, hopefully twice a day.

4. • We generate revenues primarily by delivering online advertising that consumers find relevant
and that advertisers find cost-effective.
• We provide our products and services in more than 100 languages and in more than 50
countries, regions, and territories.”[1]
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BUSINESS DESCRIPTION (2/2)
“ ”

5. 1. Dominance in web search, video content sharing, online advertising, mobile
OS, browser usage and many other markets
SLIDE | 5
STRENGTHS
S W
O T
Google
31.0%
Facebook
7.8%
Microsoft
2.5%Yahoo
2.5%IAC
1.0%
Others
55.2%
Net digital advertising revenue share worldwide in 2014
Source: eMarketer[2]
Google dominates most of the markets
it operates within, including:
• Online advertising
• Web search
• Smartphone OS

6. 1. Overdependence on revenue from advertising
Google is very vulnerable to the following changes in the digital advertising
• increasing competition;
• query growth rates;
• the evolution of the online advertising market;
• changes in advertising offerings;
• advertising trends;
• user preferences.
SLIDE | 6
WEAKNESSES
S W
O T
In 2015, Google earned
US$67.4 billion or
90.4% of its total
revenue only from
advertising.

7. 1. Growing market for subscription-based video on demand services
• YouTube is the most popular video on demand streaming platform
than 1 billion users.[22]
• The market for subscription-based video on demand services is
200 million users by 2020.[24]
• YouTube could introduce a subscription-based service, charging
on demand content such as movies, TV shows and TV series, as
original content.
SLIDE | 7
OPPORTUNITIES
S W
O T

8. 1. Reliability and user experience of the Android OS may decrease significantly
due to increasing fragmentation
SLIDE | 8
THREATS
S W
O T
Figure 10 reveals that
Android OS is very
fragmented due to
differences in its many
versions and each
manufacturers’
customizations.
Source:
OpenSignal[33]

9. 1. Google Inc. & Alphabet, Inc. (2016). Form 10-K for the Fiscal Year Ended December 31, 2015. Available at: https://abc.xyz/investor/pdf/20151231_alphabet_10K.pdf
Accessed January 8, 2017
2. eMarketer (2014). Microsoft to Surpass Yahoo in Global Digital Ad Market Share This Year. Available at: http://www.emarketer.com/Article/Microsoft-Surpass-Yahoo-Global-
Digital-Ad-Market-Share-This-Year/1011012 Accessed January 8, 2017
3. Net Market Share (2016). Search Engine Market Share. Available at: https://www.netmarketshare.com/search-engine-market-share.aspx?qprid=4 Accessed January 8,
2017
4. IDC (2016). Smartphone OS Market Share, 2015 Q2. Available at: http://www.idc.com/prodserv/smartphone-os-market-share.jsp Accessed January 8, 2017
5. Naughton, J. (2015). Google’s dominance faces a challenge at last. Shame it’s too late. Available at: http://www.theguardian.com/commentisfree/2015/apr/18/google-eu-
monopoly-inquiry-too-late-to-stop Accessed January 8, 2017
6. Wikipedia (2016). List of mergers and acquisitions by Google. Available at: https://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_Google Accessed January 8,
2017
7. Wikipedia (2016). List of mergers and acquisitions by Microsoft. Available at: https://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_Microsoft Accessed
January 8, 2017
8. Wikipedia (2016). List of mergers and acquisitions by Facebook. Available at: https://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_FacebookAccessed
January 8, 2017
9. Wikipedia (2016). List of mergers and acquisitions by Apple. Available at: https://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_Apple Accessed January 8,
2017
10. Wikipedia (2016). List of mergers and acquisitions by Yahoo!. Available at: https://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_Yahoo! Accessed January 8,
2017
11. Microsoft (2016). 2015 Annual Report. Available at: https://www.microsoft.com/investor/reports/ar15/index.html Accessed January 8, 2017
12. Facebook, Inc. (2016). Form 10-K for the Fiscal Year Ended December 31, 2015. Available at: http://investor.fb.com/secfiling.cfm?filingID=1326801-16-43&CIK=1326801
Accessed January 8, 2017
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SOURCES (1/3)

10. 13. Apple Inc. (2015). Form 10-K for the Fiscal Year Ended September 26, 2015. Available at: http://files.shareholder.com/downloads/AAPL/2067195377x0x861262/2601797E-6590-4CAA-
86C9-962348440FFC/2015_Form_10-K_As-filed_.pdf Accessed January 8, 2017
14. Google Inc. (2012). Form 10-K for the Fiscal Year Ended December 31, 2011. Available at: http://www.sec.gov/Archives/edgar/data/1288776/000119312513028362/d452134d10k.htm
Accessed January 8, 2017
15. U.S. Patent and Trademark Office (2014). Patenting by Organizations 2013. Available at: http://www.uspto.gov/web/offices/ac/ido/oeip/taf/topo_13.htm Accessed January 8, 2017
16. U.S. Patent and Trademark Office (2015). Patenting by Organizations 2014. Available at: http://www.uspto.gov/web/offices/ac/ido/oeip/taf/topo_14.htm Accessed January 8, 2017
17. U.S. Patent and Trademark Office (2016). Patenting by Organizations 2015. Available at: http://www.uspto.gov/web/offices/ac/ido/oeip/taf/topo_15.htm Accessed January 8, 2017
18. Jaruzelski, B., Staack, V. & Goehle, B. (2015). Innovations New World Order. Available at: http://www.strategy-business.com/feature/00370 Accessed January 8, 2017
19. Interbrand (2016). Best Global Brands. Available at: http://interbrand.com/best-brands/best-global-brands/2015/ranking/ Accessed January 8, 2017
20. Forbes (2016). The World's Most Valuable Brands. Available at: http://www.forbes.com/powerful-brands/list/ Accessed January 8, 2017
21. FastCompany (2014). Most Innovative Companies 2014. Available at: http://www.fastcompany.com/most-innovative-companies/2014/google Accessed January 8, 2017
22. YouTube (2016). Statistics. Available at: https://www.youtube.com/yt/press/statistics.html Accessed January 8, 2017
23. Winkler, R. (2015). YouTube: 1 Billion Viewers, No Profit. Available at: http://www.wsj.com/articles/viewers-dont-add-up-to-profit-for-youtube-1424897967 Accessed January 8, 2017
24. Thomas, D. (2015). How video-on-demand tech is changing the TV landscape. Available at: http://www.bbc.com/news/business-34050865 Accessed January 8, 2017
25. ITU (2015). Internet of Things Global Standards Initiative. Available at: http://www.itu.int/en/ITU-T/gsi/iot/Pages/default.aspxAccessed January 8, 2017
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SOURCES (2/3)

11. 26. EMC & IDC (2014). The Internet of Things. Available at: http://www.emc.com/leadership/digital-universe/2014iview/internet-of-things.htm Accessed January 8, 2017
27. Norton, S. (2015). Internet of Things market to Reach $1.7 Trillion by 2020: IDC. Available at: http://blogs.wsj.com/cio/2015/06/02/internet-of-things-market-to-reach-1-7-trillion-by-2020-
idc/ Accessed January 8, 2017
28. Carter, J. (2015). Will Google Brillo shake the smart home to its very foundations? Available at: http://www.techradar.com/news/world-of-tech/will-google-brillo-shake-the-smart-home-to-its-
very-foundations--1301655 Accessed January 8, 2017
29. World Health Organization (2015). Diabetes. Available at: http://www.who.int/mediacentre/factsheets/fs312/en/ Accessed January 8, 2017
30. Americans Diabetes Association (2014). Statistics About Diabetes. Available at: http://www.diabetes.org/diabetes-basics/statistics/?referrer=https://www.google.com/ Accessed January 8,
2017
31. PwC Health Research Institute (2014). Health wearables: Early days. Available at: http://www.pwc.com/en_US/us/health-industries/top-health-industry-issues/assets/pwc-hri-wearable-
devices.pdf Accessed January 8, 2017
32. Mattera, S. (2015). Google's Android Has Never Been More Fragmented. Available at: http://www.fool.com/investing/general/2015/09/01/googles-android-has-never-been-more-
fragmented.aspx Accessed January 8, 2017
33. OpenSignal (2015). Android Fragmentation Visualized. Available at: http://opensignal.com/reports/2015/08/android-fragmentation/ Accessed January 8, 2017
34. Dipane, J. (2016). Lollipop is now the most-used version of Android, Marshmallow up to 2.3 percent. Available at: http://www.androidcentral.com/lollipop-installs-surpass-kitkat-active-
android-devices-marshmallow-23-percent Accessed January 8, 2017
35. PageFair (2015). The 2015 Ad Blocking Report. Available at: http://blog.pagefair.com/2015/ad-blocking-report/ Accessed January 8, 2017
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SOURCES (3/3)

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2017