By discussing the need for technology management in a competitive global environment, the document outlines how proper management of technological change has become important for business success. It then provides examples of how technology can be planned for and linked to business goals through audits, benchmarking, forecasting and resource allocation. The document emphasizes continuous innovation, acquisition of complementary technologies, and leveraging powerful cloud computing as keys to Google's continued dominance in search and other business areas.

1. By
Mr. Pramod Patil
Mr. Abhinav S.
Mr. Yogesh Bokde
Technology
management
@

2. Why there is need of Management of
technology?
2
• A sound scientific and technological base is essential to economic
growth in a competitive international environment.
• With the increasing impact of globalization on business, the scope for
competition is no longer limited by national boundaries or by the
definition of a particular industrial sector.
• Management of technology, innovation and information have also
emerged as key requirements for success in the 21st century enterprise.
• Thus, proper management of technological change, particularly at
the productive enterprise level, has become the most important
consideration for development.

3. Technology as a dynamic resource
Adapted from Bower & Christensen, Performance
Technology
discontinuity
Technology ‘S’ curves
New dominant
technology
(disruptive??)
Current
dominant
technology
‘Turbulence’
Time
Shape influenced by:
• Market demand
• Scientific knowledge
• Investment / innovation
Courtney et al (HBR, 1997)
Emerging Pacing
Key
Base

4. Technology management - Planning for the Future
Time
Market M 1 M 2
Product
P 1 P 2 P 3
P 4
Technology
T 1
T 2
T 3 T 4
R&D
programmes
RD 1 RD 2 RD 4 RD 6
RD 3 RD 5
Resources
Capital investment / finance
Staff / skills
Supply chain

5. Linking Technology to Business Planning
Gap Analysis
Benchmarking
Forecasting
Gap Analysis
Benchmarking
Forecasting
Gap Analysis
Benchmarking
Forecasting
Technology
Technology
Technology Base
External :
Markets
Competitors
Technologies
...
Business Planning
Technology
Audit
Audit
Audit
Acquisition
Planning
R&D
Projects
Acquisitions
JVs
Licensing
Make Buy

6. Key success factors
0 10 20 30 40 50 60 70 80
Clear business need
Desire to develop effective business processes
Company culture & politics supported
participation / progress
Right people / functions were involved
Commitment from senior management
Required data / information / knowledge available
Timing of initiative was appropriate
Clear and effective process for developing TRM
Effective tools / techniques / methods
Effective facilitation / training
Other
Response (%)
Source: CTM survey, 1999

7. Google Incorporation
 Founded
September 4, 1998
 Founders
Larry Page and Sergey Brin
 Initial public offering (NASDAQ)
August 19, 2004
 Revenue –
$55.519 billion
 Employee-
52,069
Google’s Mission
To organize the world’s information and
make it universally accessible and
useful.

8. Acquisitions
 Pyra Labs - the creators of Blogger, a weblog publishing platform. This acquisition led to many
premium features becoming free.
 2006:
Acquired Upstartle, a company responsible for the online collaborative word processor, Writely.
The technology in this product was combined with Google Spreadsheets to become Google Docs
& Spreadsheets.
 October 9, 2006-
YouTube for $1.65 billion and maintain YouTube as a separate brand.
 November 13, 2006:
Google Video signed an agreement with Sony BMG Music Entertainment and the Warner Music
Group, for both companies to deliver music videos to the site.
 October 31, 2006,
Purchased JotSpot, a company that helped pioneer the market for collaborative, web-based
business software to bolster its position in the online document arena.
 March 17, 2007-
Acquisition of Gapminder's Trendalyzer software, a company that specializes in developing
information technology for provision of free statistics in new visual and animated ways.
Acquisition of Adscape Media, a small in-game advertising company based in San Francisco,
California.

9. Google
Products

10. Global Market Share of Google in Search
*Source: KarmaSnack 7/2013

11. COMPETITOR ANALYSIS
Google Microsoft(Bing) Yahoo
Revenue $55.519 billion $ 77.85 billion $4.68 billion
Market share in
search engine
88.4% 4.2% 2.4%
Technology PigeonRank™ Semantic
technology
IMP-NEEDS ADD MORE POINTS IN THIS SLIDE
Inktomi
Profit $12.920 billion $ 22.07 billion $1.37 billion
Traffic search engine more than 3 billion searches
each day
1 billions searches
per day
25 million searches
per day
Presence International presence- 40
countries
Operating through
regional subsidiaries
International
presence

12. 12
Google’s Information Technology

13. Google Search Process Technology
http://www.google.com/intl/en/corporate/tech.html

14. 14
Information technology of Google search
Page Rank Technology:
The software behind Google search technology
conducts a series of simultaneous calculations
requiring only a fraction of a second.
Hypertext-Matching Analysis:
Google’s technology analyzes the full content of a page
and factors in fonts, subdivisions and the precise location
of each word.

15. Information Technology Strategy
 A unique mix of internally developed software, open source, made-to-order
hardware, and people management is the secret behind the search engine.
 Google's great IT advantage is its ability to build high-performance systems that
are cost efficient (we didn't say cheap) and that scale to massive workloads.
 Because of that Google enjoys huge cost advantages over competitors such as
Amazon, eBay, Microsoft, and Yahoo.
 Google's programmers are 50% to 100% more productive than their peers at other
Web companies.
 Competitors have to spend four times as much to keep up.

16. Uniqueness about Google
 SEARCH
 Speed, Accuracy, Objectivity and Ease of use of.
 Fit between their technology and the consumer behavior.
 Page Rank technology – Orkut merged.
 Keeps the search “Up to date”
 1st to get it right advantage
 Trade off between “Speed” & “Compression”
 Best asset utilization (Efficient storage space)
 R&D expenditure = 50% Net Income(10% of Revenue)

17. Continuous Innovation

18. Google’s Core Competencies

19. The Value Chain of Google
CUSTOMER
SSeerrvvicicee L Leevveell
VVaaluluaattioionn l elevveell
FFuunnddaammeenntatal ll elevveell
Search service
Internet-platform strategy
Core technology
Innovation
Creation
&
Invention

20. The emphasis about Google develop “Cloud
Computing” in the future:
20
1. Using powerful “Cloud Computing” capability, to help
clients and network user handle with large information
immediately.
2. To offer IaaS (Infrastructure as Service) ,assist business in
setting up “Cloud Computing” system.
3. Increasing internet safety to protect secret information.
4. To decrease electricity and computer operation cost.
5. Google provide free internet space, and develop more PaaS
(Platform as a Service）

21. How Google humanizes technology in the
workplace?
 Google encourages to employee to use of technology as the best way to
communicate in every situation.
 Let technology support employees in their personal lives
 leverage technology to give employees greater voice –
Google sees its workers as the true subject matter experts, and purposely makes
great use of its shared document technology to eliminate all “top-downness from
decision making.”
 Go high-tech and low-tech-
Almost every meeting held today at Google makes use of the hangout program to
accommodate employees unable to attend, or who work in other locations.
 Encourage people to disconnect- “integrators” or “segmentors.”

22.  Search : Competition from both big web companies and well-funded startups will force Google
to remain focused on continuing to innovate in search. There is need to establish Google’s
brand and searching reputation.
 Other Ad formats - With Google clearly intent on spreading its advertising platform to the
offline world, go for more acquisitions.
 Social Networking – Acquire other players.
 Office Suite – Continuous R&D
 Continuous Innovation is the key to maintain dominance in such an aggressive environment.
 Concentrate on BRIC nations.
.
Recommendation