Google Inc.

GROUP:
LATIKA -PGP/21/029
BISWAJEET-PGP/21/014
ANUSHA -PGP/21/074
ANUSH -PGP/21/290
SATHWICK -PGP/21/080
 1. What were the key factors behind Google's early success?
 2. Do you expect the search business to become more concentrated
(i.e., dominated by fewer
 firms)? Is search a winner-take-all business?
 3. In addition to enhancing its core search businesses, should Google
also branch out into new

 arenas? Which of the following would you recommend: 1) building a

full-fledged portal like
 Yahoo!'s; 2) targeting Microsoft's desktop software hegemony; and/or
3) becoming an ecommerce
 intermediary like eBay?
Google Inc. : Continuous evolving company

Timeline
1999 2001 2002 2003 2004 2005 2006 2007 2008 2010

•Cost •Schmi •Froogl •AdSen •Gmail •Maps •YouTu •Doubl •Androi •Nexus
per dt e se IPO be eClick d
Impres Weight •Person •Chrom
sion ed bids alised e
search

Two Side Network

Platform
Other benefits

CORPORATE VALUES INNOVATION MANAGEMENT

 Don’t be evil  Encouraging engineers to
 Technology matters spend 20% of their working time
 We make our own rules on own projects
 Small teams working on
hundreds of projects at one
time
 Google’s keenness to invest in
long shots, encouraging for the
engineers
 WTA Money Side( Advertiser ) Subsidy Side(End User)

Multi Homing Costs High: When advertisers make a Low: For end user using multiple
home on multiple platforms they platform will be low because
increase their outlays most of the platforms are free
accordingly

Network Effects Cross side effect is Positive: End Cross side effect is negative:
user will increase means more More number of advertisement
reachability creates low involvement of user

Users preferences for Special Low: Advertisers prefer better Low: End users are not interested
Features search algorithm rather than in advertisement
differentiating factor
Categories of Homing Costs

Categories Comments

Upfront Search & Negotiation

Setup
Hardware & Software
Training

Ongoing Membership fees

Transaction fees
Maintenance & service costs
Tenure & Volume Based
Benefits
Termination Shut Down Effort
Contract Severance
Salvage Value