Search Results: Anna HayrapetyanAnna MamyanLida ArshakyanHayarpi VardanyanLilit GyurjyanMariam PetrosyanMarina Sedrakyan

Professor: Sergey Tantushyan

Recommendations• To invest in both alternatives: develop superior search solutions, monetizing them

through targeted advertising; branch into new areas, simultaneously not divert from its

original mission

• Establish merger and acquisitions with mobile manufacturing firms to develop a complete Google phone

• Focus on eCommerse

• Resolve the click fraud issue, preventing negative impact on advertisers

Google Story

Revenue Generation: Monetizing Search• Ranking paid listings according to CPC bids• Listing relevanceEvolution of Search and Advertising• Personalized Search• Local Advertising• Google Analytics for tracking search

patterns• display (“banner”) advertisements

Business Model

Strength Weakness Opportunity Threat

SWOT Analysis

Strengths Market Leader in Search Engines

Culture of Innovation

Open Source Products and Services

Brand Image and Reputation

Corporate Culture (Philosophy)

User- friendly Interface

Product Integration and Personalization

Financial StructureQuality and Customer Experience

Weaknesses− Single Source of Income

− Unprofitable and Free of Charge

Products

− Lack of Marketing

− Patent Litigations

− Excessive Reliance on Secrecy

Opportunities

− Growing into electronics industry

− Obtaining patents through

acquisitions

− Develop advanced search solutions

and monetize them

− Developing products for PC desktops

Threat− Competition of Microsoft and Yahoo

portals

− Antitrust Laws

− Privacy issues

Revenue Sources

66%

31%

3%

Google Sites ad Network Sites ad Licensing and other

20012002

20032004

20052006

20072008

05000

10000150002000025000

Revenue Amount

Recommendation 1: Targeting Advertising

Google

66%Ya-hoo18%

Microsoft10%

Others6%

Share

Content hosting• Acquisition of YouTube• Search of digital books (Google Books Partner Program/Library Project)

Communications applications• Launch of Gmail• Expansion into real-time and voice communication(Gchat, Google Voice)• Android platform• Launch of Nexus One Mobile Device

Recommendation 1: New Business Areas

Productivity applications• “Cloud” applications (Google Photos, Google Calendar, Google Docs)Other New Systems• Launch of Chrome web browser• Plans for running Google Chrome OS operating system

Recommendation 1: New Business Areas

Recommendation 2: Google Phone

Merge with Mobile manufacturing company.

Go deeper in the sphere of mobile applications production

Become independent from other mobile producers

Next big thing• Have enough capabilities to create a payment

service• Google Wallet • Competitors are not into it yet

Recommendation 3: Focus on eCommerce

Improper charges : 10-50% of fraudulent click- through

Hijacked by - Competitors- Third-party PCs

Not “high quality” placements:-Typo squatting -Domain parking sites

Searches for trademarks: consumer confusion with GEICO Prevent negative impact on advertisers

Recommendation 4: Fraudulent Click Issue