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Googlenomics - An economic analysis of Google’s Innovation

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The project is an attempt to study the economics behind the google's innovation and how the company leverage's these innovations for further profits
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An economic analysis of Google’s Innovation. By Saurabh Agarwal 1212049 Surabh Jain 1212050 Swati Bajaj 1212063 Swati Jain 1212064 Utkarsh Jain 1212066 Submitted on Aug 31, 2012 Googlenomics
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Page 1: Googlenomics - An economic analysis of Google’s Innovation

An economic analysis of Google’s Innovation.

By

Saurabh Agarwal 1212049 Surabh Jain 1212050 Swati Bajaj 1212063 Swati Jain 1212064 Utkarsh Jain 1212066

Submitted on Aug 31, 2012

Googlenomics

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Table of Contents What is Google? ............................................................................................................................................ 4

Google’s Two Sided Market ...................................................................................................................... 5

What is Innovation ...................................................................................................................................... 5

Google and Innovation .................................................................................................................................. 6

Google's Product Development Philosophy ............................................................................................. 6

Google’s Culture ........................................................................................................................................ 7

Google and Product Innovations .................................................................................................................. 8

Innovations in YouTube ........................................................................................................................ 8

Google Search ........................................................................................................................................... 9

Gmail ....................................................................................................................................................... 10

Innovations in Gmail ........................................................................................................................... 10

Google driverless car ............................................................................................................................... 11

Project Glass ............................................................................................................................................ 11

Google Chrome ...................................................................................................................................... 11

Google Analytics...................................................................................................................................... 11

Android ................................................................................................................................................... 11

Google Fiber ........................................................................................................................................... 12

Google Nexus Q ...................................................................................................................................... 12

Google Maps ........................................................................................................................................... 12

Innovations in Google map .................................................................................................................. 12

Google and IP ............................................................................................................................................. 13

Google and Trademarks .............................................................................................................................. 13

Exploitation of network Effects................................................................................................................... 14

Google and Economies of Scale & Scope .................................................................................................... 14

Google and Auctions ................................................................................................................................... 15

Auction of IPO ......................................................................................................................................... 15

AdWords/Ad sense Auction .................................................................................................................... 16

How does Ad word Auction work? ..................................................................................................... 16

How does Google determine which ad is shown where? ...................... Error! Bookmark not defined.

How does Google determine what you pay? ...................................................................................... 17

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Google and Two Part Tariff ......................................................................................................................... 17

Google and Learning Curve ......................................................................................................................... 19

Conclusion ................................................................................................................................................... 20

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What is Google? Google Inc. is an American multinational corporation which provides Internet-related products

and services, including internet search, cloud computing, and software and advertising

technologies. Advertising revenues from AdWords generate almost all of the company's profits.

The company was founded by Larry Page and Sergey Brin while both attended Stanford

University. Google was first incorporated as a privately held company on September 4, 1998,

and its initial public offering followed on August 19, 2004. The company's mission statement

from the outset was "to organize the world's information and make it universally accessible and

useful" and the company's unofficial slogan is "Don't be evil". With the mission of organizing the

world’s information and making it universally accessible and useful Google also believes in the

set of core philosophies.

Focus on the user and all else will follow

o Google believes in doing what is best for the user and everything else will follow.

It’s best to do one thing really, really well

o Google does search and does it really well. They are market leaders in search

and also build search as part of their other products like Gmail, Google drive etc.

Fast is better than slow

o Google believes in speed, may it be speed of searching on its page or may it be

breaking its own records of performance in Chrome web browser.

Democracy on the web works

o Google promote a lot of open standards and feel that the web itself gives enough

signals for what is good and what is bad. They harness this very well in their

PageRank algorithm in search.

You don’t need to be at your desk to need an answer

o Google sees a lot of potential in the mobile world and believes it will be essential

for future growth of the company. In Fact many of their products are becoming

mobile first.

You can make money without doing evil

o Google generates its revenue from ads displayed on its products and strives hard

to make the ads non-intrusive to the user, moreover it does not charge the

advertiser till user has expressed interest in the ad by clicking it.

There’s always more information out there.

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The need for information crosses all borders.

You can be serious without a suit.

Great just isn’t good enough.

Google’s Two Sided Market Google operates in a two sided market, where it serves both consumers via the products like

search Mail etc. and advertisers and publisher with products like blogger, YouTube and ad

sense.

With the goal of making world’s information universally accessible, Google builds products

varied for consumers like Gmail, Search, Android, and Chrome with the common aim of making

the information available when needed. They also display ads only when is relevant to the user

so that it’s beneficial for both users and advertisers. It also shares revenue to publishers for the

ads shown on their websites via ad sense. It works in two ways for Google to meet their

mission, it promotes publishers to get good content online by rewarding them and it also helps

Google to organize more information in useful way.

What is Innovation? Innovation is the creation of better or more effective products, processes, services,

technologies, or ideas that are readily available to markets, governments, and society.

Innovation differs from invention in that innovation refers to the use of a better and, as a result,

novel idea or method, whereas invention refers more directly to the creation of the idea or

method itself

What is IPR: Intellectual property refers to creations of the mind: inventions; literary and artistic

works; and symbols, names and images used in commerce. Industrial Property includes patents

for inventions, trademarks, industrial designs, copyrights, trade secrets

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Google and Innovation

Google’s innovations can be attributed to two factors: Google's Product Development

Philosophy and Google's Culture.

Google's Product Development Philosophy

Google follows a 70-20-10 formula to divide its product investments in three ways. Seventy

percent targets its core search and advertising products, 20 percent focuses on related

products, and 10 percent centers on the most experimental products. These experimental

projects include ones where the company remains unsure if users will adopt the service or if it

would make money, but such experiments are critical for the long term.

Another important factor here is the way Google acquires companies. Google follows a smart

approach to choose a company to acquire.

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A small but very talented development team

A private start up with a relatively cheap price tag

Interesting and innovative products, technical or intellectual property

Google’s Culture Google’s culture is one of the most important factors of its growing success. Google believes

innovation comes from everywhere in the organization. It is the extremely open culture of

Google that fosters innovation in the company. Google’s culture has many unique features

which foster innovation. Some of them are listed below

Everyone is a hands-on contributor and feels comfortable sharing ideas and opinions.

A weekly hands-on meeting (TGIF) is held every Friday where the Googlers ask

questions directly to Larry, Sergey and other execs about any number of company

issues.

The offices and cafes are designed to encourage interactions between Googlers within

and across teams, and to spark conversation about work as well as play.

Google also encourages employees to spend only 80% of their time on the official

project that they are working on while encouraging to spend 20% of their time to work on

anything they wish that can help Google. Unbelievably big projects like Gmail and

Google Scribe, Google Sky were innovated during this 20% time given to Googlers.

Google “eats its own dog food”, that is to say they use their products internally first and

expects that users will provide feedback and suggestions. Googlers feel engaged and

responsible for providing feedback.

Google not only allows for mistakes but celebrates them internally. Even if buzz was

pulled, the individuals who worked on it were recognized and many technical aspects of

the product have gone into other Google products.

Each quarter, Google’s senior leaders share ambitious company-wide goals to set a

shared vision for what they will accomplish in a quarter. Every person designs their own

quarterly objectives, which like the company goals, are shared publicly. It’s not

uncommon for one person’s interesting idea to generate attention and grow to a larger,

ever company-wide, initiative.

Google embraces quirkiness, people being themselves at work, the fact that open is

better than closed, sharing offices and space and enjoying who you work with.

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All people decisions at Google are based on data and analytics.

Googlegeist – is their annual survey focused on retention and innovation (answering

questions like do employees see Google as the most innovative place, do the best

people want to stay). Googlers have a lot of trust in organization. While Googlegeist is

not anonymous just confidential, helps to identify the problems and challenge areas.

Googlers take it seriously because they know the results will be put to action.

Provide the raw materials – every building has a tech shop, in an effort to make it easy

to be and get properly resourced. Similarly, Googlers are given enough online space to

try and test new things without a giant permission process.

Make managers resources, not bosses. – Google leaders work for their teams, they

strategize, knock down barriers, set the example as drivers of innovation. Leaders are

expected to be creative in their own work, not simply to manage the innovation of their

team.

Google and Product Innovations

YouTube

YouTube is a video-sharing website, created by three former PayPal employees Chad Hurley,

Steve Chen, and Jawed Karim in February 2005, on which users can upload, view and share

videos .It was acquired by Google for US$1.65 billion and has grown into a one stop shop for all

the viewers to view music videos and other streaming video types .Although YouTube does not

charge any fees from its user it generates revenues from display advertising .YouTube would be

set to earn a net revenue of $2.4 billion in 2012 with a growth of around 20 percent in quarter-

over-quarter traffic.

Innovations

Localizations

In 2007, Google localized YouTube for each country serving 42 countries including all

the major nations and languages. The interface also suggests the local version using the

IP address of the user and some of the videos can also be blocked based on the

localizations.

Live Streaming

This feature was started on September 13, 2010 by broadcasting live events throughout

the world .The first one being broadcasting of all the 60 IPL cricket matches in India.

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Quality Adjustments

Based on the bandwidth that is available to the user the quality of the YouTube video is

automatically adjusted and thus the buffer time is considerably reduced.

Suggested Playlist

Based on your current viewing it automatically suggests what videos you can view next.

Display Advertisements

Display advertising is a type of advertising that typically contains text (i.e., copy), logos,

photographs or other images, location maps, and similar items. In periodicals, display

advertising can appear on the same page as, or on the page adjacent to, general

editorial content. User can see personally relevant adverts based on user's cookies

.Users can also opt out of the targeted ads by using an ads preference manager. This

targeted advertising not only helps sellers and Google was able to charge the

advertisers a significant price .The users can also opt to skip ad in which case the

advertiser is not charged any amount .

Google Search

Google search is the most used search engine. It has about 75% market share. Google

monetizes search by its targeted advertising products like Ad Words. Google has innovated

a lot on its core technology of search. Some of the major innovations in Google Search are:

Innovations

Google Instant

Starting September 2010 Google realized that people type slower but read quickly.

Google instant shows results even as the user types.

Knowledge Panels

Knowledge panels aims to go away from traditional keywords and documents philosophy

in search, instead it is an effort to try categories entities on the web and find information

about them which is useful to the user and show it right away when user is searching for

an entity. No other search engine has been able to this till now.

Site Search

This is a customized search engine designed for corporate, so that it is for an end user

to search content on the company's website.

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Voice Search

Google Voice Search or Search by Voice is a Google product that allows someone to

use Google Search by speaking on a mobile phone or computer, i.e. have the device

search for data upon entering information on what to search into the device by speaking.

Apart from these innovations a lot of innovation goes behind the scenes of Google

search algorithms. Google periodically updates its search algorithms to avoid search

engine optimizations and have most useful results to the users.

Gmail

Gmail is a free, advertising supported email service provided by Google. Users may access

Gmail as secure webmail, as well as via POP3 or IMAP4 protocols. With an initial storage

capacity offer of 1 GB per user, Gmail significantly increased the webmail standard for free

storage from the 2 to 4 MB its competitors such as Hotmail offered at that time. Individual Gmail

messages, including attachments, may be up to 25 MB, which is larger than many other mail

services support.

Innovations

The major technical innovation in Gmail when it was launched was its JavaScript based UI due

to which users were not required to migrate to a new page every time they opened an email. It

also provided the users a conversation view which enables users to view all mails in a

conversation at a time. Other innovations in Gmail has been

Background Send

It allows the user to send emails in the background .Specially useful for people with slow

internet connections.

Priority Inbox

Helps user parse and triage their important, causal and useless emails and thus help in

managing the email effectively.

Integration with Gtalk

Google integrated the chat messenger with the email client allowing user multiple ways

to communicate to the friends under a single hood.

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Google driverless car

With advanced use of technology Google is developing driverless cars. As of the current date it

has drove 300,000 miles .The system combines information gathered from Google Street View

with artificial intelligence software that combines input from video cameras inside the car, a

LIDAR sensor on top of the vehicle, radar sensors on the front of the vehicle and a position

sensor attached to one of the rear wheels that helps locate the car's position on the map.

Project Glass Project Glass is a research and development program by Google to develop an augmented

reality head-mounted display (HMD).The intended purpose of Project Glass products would be

the hands free displaying of information currently available to most smart phone users, and

allowing for interaction with the Internet via natural language voice commands.

Google Chrome

Google Chrome is a freeware web browser devolved by Google which is available for all the

operating systems whether on desktop or mobile. It is much faster than all the other browsers in

the market with increases support for new features like HTML5 but still simpler and streamlined

.By keeping each tab in an isolated sandbox ,Google was able to prevent crashing of one

browser into another and provide improved protection from rogue sites.

Google Analytics

Google Analytics (GA) is a free service offered by Google that generates detailed statistics

about the visitors to a website. A premium version is also available for a fee. The product is

aimed at marketers as opposed to webmasters and technologists from which the industry of

web analytics originally grew. It is the most widely used website statistics service, currently in

use on around 55% of the 10,000 most popular websites. It can track visitors from all referrers,

including search engines, display advertising, pay-per-click networks, e-mail marketing and

digital collateral such as links within PDF documents.

Android

Android is a Linux-based operating system for mobile devices such as smart phones and tablet

computers. It is developed by the Open Handset Alliance, led by Google. Google financially

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backed the initial developer of the software, Android Inc., and later purchased it in 2005

.Android became the world’s leading smart phone platform at the end of 2010 and was one of

the main reasons behind the downfall of companies like Nokia and RIM .According to the recent

estimates there are about 1 million activations per day .Currently it has around 59% share in the

smart phone market.

Google Fiber A new paradigm in internet browsing from Google, the Google Fiber is the most recent addition

to the Google basket. Google Fiber at 1 gigabit/second (1Gbps upload & download) is 40 times

faster than Comcast Cable download (25Mbps), 200 times faster than Comcast upload (5Mbps),

and 1000 times faster than AT&T DSL (1Mbps).

Google Nexus Q Nexus Q media server is the world's first social streaming media player with easy cloud

connectivity and a built-in amp. The Nexus Q can be operated by any device of choice running

Android, acting as a remote control, telling the Nexus Q what to stream.

Google Maps Maps have constantly evolved with time. From carrying a simple tourist map to navigate to our

destination, we now have options of voice enabled GPS and Google maps at the tip of our

finger in our phones offering us several options to get to our destination.

Innovations

Display of satellite images

Geocoding capabilities

On June 11, 2006, Google added geocoding capabilities to the API whereby the user

can get exact coordinates of a street address on the map for markup and vice versa. On

December 19th, Google added a feature that lets you add multiple destinations to your

driving directions

Google Traffic info

On February 28, 2007, Google Traffic info was launched to automatically include real-

time traffic flow conditions to the maps of 30 major cities of the United States. On August

21, 2007, Google announces a simple way to embed Google maps onto other websites.

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Walking directions

On July 15, 2008, walking directions were added. On December 9, 2008 2x Street View

coverage was introduced. This is the biggest innovation in Google Maps called the Map

Maker that also helps to achieve the economies of scale.

Google and IP

Apart from developing innovative products Google invests a lot in IPR and copyrights. But to

foster innovation Google does not use its patents in aggressive way, on the other hand it

licenses the patents sometimes for free to some companies. It mainly uses the IPs for

defensive purposes. In this way Google is quite different from traditional companies who obtain

patents for offensive purpose or for protecting their technology.

Google has around 22000 US patents including 17000 patents acquired from Motorola Mobility.

Google has valued 17000 patents and 7000 patent applications of Motorola Mobility at USD 5.5

billion which effectively says that Google values a patent on an average USD 230 thousand.

Google and Trademarks Although Google likes to accommodate all the requests they receive from users who want to

add a touch of Google to their sites, they are passionate about protecting the reputation of their

brand. That means they have to turn down many requests because sites imply that Google is

endorsing them or is otherwise affiliated with them. The same applies if Google's trademarks,

logos, web pages, screen shots, or other distinctive features ("Google Brand Features" or

"Brand Features") are associated with objectionable material, as determined by Google.

These Brand Features can be used only for the specific purposes for which Google has given

permission. If you have a written agreement with Google that specifically addresses how you

may use its Brand Features, you don't need to go through the approval process here unless you

want to do something other than what has been authorized in your existing agreement.

Otherwise, the only time you can use Brand Features without advance written permission is if

there is clear mention on the website stating those Brand Features could be used without first

obtaining permission, such as in the case with the search boxes.

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Exploitation of network Effects

Google exploits network effects in all its products. The Google products are so much in demand

that it create bandwagon effect for users to join the Google properties. When Gmail was invite

only, it was so high in demand that some of the Gmail invites were auctioned on eBay by

individuals.

On the other hand being a part of two sided market, Google reinforces its network effects by

having more users. More advertisers come to Google network and more publishers subscribe to

the Ad sense network which again brings more users and advertisers.

Google and Economies of Scale & Scope

In the software industry, economies of scale do not derive as much from production capacity as

from the size of the installed user base, and that’s because software is made of electrical pulses

(or bits) that can be replicated and downloaded by the users, at a relatively very small cost to

the producer. This means that the size of the installed user base replaces production capacity in

classical economic terms.

Google has a huge installed base on the Web (Google.com as the default search engine for

Firefox and Google Chrome, Safari and Opera), mobile phones (Google Android) and desktop

(Google Chrome and Chrome OS.) This huge installed base allows Google to dominate almost

every application category on every platform.

An Internet-scale cloud infrastructure also achieves economies of scale that can produce

tremendous cost savings. Rather than buying off-the-shelf completed servers, Google buys raw

computer parts in massive quantities, and assembles custom servers with few unnecessary

components. Not only does it save costs on hardware, it also minimizes overhead by

consolidating on a very small number of server configurations that can be managed in bulk

globally at an extremely efficient ratio of staff to machines. On a per-user basis, these

economies of scale allow Google Apps to operate at higher levels of efficiency than can be

achieved by customers themselves.

As far as economies of scope are considered, Google already has an established data center

and it just utilizes its various applications over it. Gmail, Google Maps, Google Documents,

YouTube and so on are all applications that run on the same datacenter utilizing its almost

null Marginal Cost of storage.

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Google and Auctions

Google depends on economic principles to hone what has become the search engine of choice

for more than 60 percent of all Internet surfers, and the company uses auction theory to grease

the skids of its own operations. The company uses Auctions for various activities, the following

are few:

Auction of IPO: Google's IPO is conducted using Dutch auctions. The process which is

followed in this auction system is quite simple:

1. The seller (Google) announces how many shares they are looking to sell.

2. Any buyer can submit bids in terms of both quantity and price they are willing to pay

(such as: I want 500 shares at a price of no more than 100$).

3. All bids are ranked from highest price to lowest. Shares are sold to the highest price bids

up to the bid which clears the market of shares.

4. The price buyers actually pay is the price of the bid that exactly cleared the market.

The info graphic below explains the process better.

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AdWords/Ad sense Auction

How does Ad word Auction work?

When someone searches for something on Google, Google looks at the AdWords advertiser’s

pool and determines whether there will be an auction. If one or more advertisers are bidding on

keywords that Google deems relevant to the search query, an auction is triggered.

What gets entered into these auctions?

Advertisers identify keywords they want to bid on, how much they want to spend, and create

groupings of these keywords that are paired with add. Google then enters the keyword from

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your account it deems most relevant into the auction with the maximum bid you’ve specified as

well as the associated add.

How does Google determine which ad shown where?

Once you are entered into the auction, Google looks at two key factors to determine where your

ad ranks: your maximum bid and your quality store.

Max Bid x Quality Score = Ad Rank -> Position

How does Google determine what you pay?

You pay the minimum amount you can pay for the position you win if your ad is clicked on.

Your price = (The ad rank of the person below you)/(Your quality score) + $0.01

The auction gets run billions of times each month. The results are such that:

Users find ads that are relevant to what they are looking for.

Advertisers connect with potential customers at lowest possible prices.

Google rakes in billions of dollars in revenue.

Google even uses auctions for internal operations, like allocating servers among its various

business units. Also one of the most innovative uses of auctions in Google is that the managers

bid for new joiners through online auctions.

Google and Two Part Tariff

A two-part tariff is a price discrimination technique in which the price of a product or service is

composed of two parts - a lump-sum fee as well as a per-unit charge. In general, price

discrimination techniques only occur in partially or fully monopolistic markets. It is designed to

enable the firm to capture more consumer surplus than it otherwise would in a non-

discriminating pricing environment. Two-part tariffs may also exist in competitive markets when

consumers are uncertain about their ultimate demand. Health club consumers, for example,

may be uncertain about their level of future commitment to an exercise regime.

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For Google Apps: Google Apps for Business and Google Apps for Business with vault

which has advanced security feature for bigger business. For the former case Google

charges a lump sum fee of 5$/user/month while for the latter Google charges

$10/user/month. Usage charges are zero as the Marginal cost of these products is

negligible to Google, and thereby by following two part tariff Google tries to capture CS

for both the groups.

Gmail and Drive: In Gmail and Drive, also Google price discriminates based on usage

where it initially provides free for use of 5 GB of drive and 1 GB of Picasa and 10 GB of

Gmail. If the consumers want they can increase space usage by opting from different

slabs of payment per month.

App Development engine: Similarly Google also has a differential pricing for

AppEngine, its cloud offering, where its free for small developers and then it charges

solely on usage basis (per app) to one set of customers and entry fee (per premium

developer) to other set of users. It tries to capture market CS in a non competitive

market while it charges its marginal cost in a competitive market for hosting single app.

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Google Fiber: Google has priced the Fiber to effectively tap the most consumer surplus

by providing different options depending on the consumer utility. It has priced the Google

Fiber as a Two Part Tariff where-in the entry fee would be the one time construction fee

(for 7 Years) of $300 and then the consumer can choose to pay a change depending on

the usage (in terms of internet speed). This pricing strategy ensures that the Google is

able to tap the lower end consumers through its basic plan with no usage fee while

tapping the consumer surplus by having an entry fees (construction fee).

Also Google is the first mover to provide the 1Gbps speed it has the luxury to set the

price to maximize its returns by making its marginal cost equal to marginal revenue. But

even after keeping this in mind, Google has priced its product pretty competitively to tap

the maximum consumer market.

Google and Learning Curve

Learning curve is a concept which tells how companies reduce their costs by producing same

things over time and hence producing them efficiently.

Google has been able to reduce the various costs due to efficiency obtained by learning the

secrets of trade. For ex it has brought down the traffic acquisition costs as a percentage of

advertising revenue.

It has also managed to bring down its data Center power cost a lot. Data center power costs are

measured by PUE (Power Usage Effectiveness). PUE is a ratio of the total power used to run a

data center to the amount used to power the servers. For instance, if a data center has a PUE

of 2.0, that means that for every watt of energy that powers the servers, another watt powers

the cooling, lighting and other systems. An ideal PUE would be 1.0. Google has been able to

get the PUE ratio down to 1.13 over the years from 1.22 which is minimum in the industry.

Google data centers hence consume almost only 50% of the energy consumed by a normal

data center.

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In the above graph we can see how Google has managed to bring down the PUE due to its

learning in managing data centers efficiently. The quarterly spikes are due to summer season

when power consumption increases. Google also tries hard to use green power as much as

possible in fact is has sometimes developed green energy plants in its data centers.

Conclusion

Googlenomics actually comes in two flavors: macro and micro. The macroeconomic side

involves some of the company's seemingly altruistic behavior, which often baffles observers.

Google believes that anything that increases Internet’s utility ultimately enriches the company.

And hence it gives away products like its browser, its apps, the Android operating system etc.

The microeconomics of Google is more complicated. By selling ads, Google generates not only

profits but also generates torrents of data about users' tastes and habits. Google then sifts and

processes this data in order to predict future consumer behavior, find ways to improve its

products, and sell more ads. This is the heart and soul of Googlenomics. It's a system of

constant self-analysis: a data-fueled feedback loop that defines not only Google's future but the

future of anyone who does business online

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References:

1)Adwords auction - http://www.wordstream.com/articles/what-is-google-adwords

2) HowStuffWorks "How IPOs Work" <http://money.howstuffworks.com/ipo7.htm>

3)Google Case of Innovation -

http://www.docstoc.com/docs/4781086/Google%E2%80%99s-case-of-Innovation# .

4)Case Study -Google Inc

http://nccur.lib.nccu.edu.tw/bitstream/140.119/33884/11/61010111.pdf

5)Google Data Center Efficiency :

http://www.geek.com/articles/chips/googles-most-efficient-data-center-runs-at-95-degrees-

20120327/

6)Google Dutch Auction of IPO:

http://www.quora.com/How-was-Googles-IPO-unique

http://money.cnn.com/2004/04/29/technology/googleauction/

http://www.theregister.co.uk/2004/05/05/google_public_auction_ipo/

7) Apple and Microsoft Beat Google for Nortel Patents ;

http://dealbook.nytimes.com/2011/07/01/apple-and-microsoft-beat-google-for-nortel-patents/

8) Google Quarterly Results

http://investor.google.com/pdf/2012Q2_google_earnings_slides.pdf

9)Google’s policy

http://www.google.com/publicpolicy/

10)Differentiation in a Commodity

http://innovationcenter.deteconusa.com/events/summary-plugnplay-expo-2011/

11)A Case Study of Innovations with Google Maps

http://infm718z-

s11.wikispaces.com/file/view/INFM+718Z_Term_Project_Google_Maps_Paper-

Rohit%26Phillip.pdf

12)Case Study: Innovation at Google

http://www.oppapers.com/essays/Case-Study-Innovation-At-Google/659941

13)The Economics Of The Google Gigabit

http://www.forbes.com/sites/ciocentral/2012/08/01/the-economics-of-the-google-gigabit/

14)Secret of Googlenomics

Page 22: Googlenomics - An economic analysis of Google’s Innovation

22

Goooooooooogle

http://www.wired.com/culture/culturereviews/magazine/17-

06/nep_googlenomics?currentPage=all

15) Google's Innovation -And Everyone's

http://www.forbes.com/sites/quentinhardy/2011/07/16/googles-innovation-and-everyones/

16)Google Financial Results :

http://www.sec.gov/Archives/edgar/data/1288776/000119312512312575/d357361d10q.htm

17)Google paid $5.5 billion to arm itself with Motorola's patents

http://arstechnica.com/business/2012/07/google-paid-5-5-billion-to-arm-itself-with-

motorolas-patents/

18)Understanding Google’s Privacy Policy Change

http://anniesearle.com/web-

services/Documents/ResearchNotes/ASA_ResearchNote_UnderstandingGoogle'sPrivacyP

olicyChange_Mar2012.pdf

19)Google Releases New Copyright Transparency Report

https://www.eff.org/deeplinks/2012/05/google-releases-new-copyright-transparency-report


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