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Page 1: Page:1 © 2006 Bala Iyer (bala@bu.edu),. Page:2 © 2006 Bala Iyer (bala@bu.edu) Questions What is Google? What are Google’s core-capabilities? How would.

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,

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Questions

What is Google?What are Google’s core-capabilities?How would you use some of Google’s capabilities?Business principles

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Competitor response

Law suit – Dr. Kai-Fu LeeTalking to AOLReorg and Vista redesignAdCenter in 2005Oracle busy with acquisition digestionSun forms partnershipYahoo!

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Web 2.0Source: http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

• Program to program Program to people• Components everywhere• designed vs. emergence• do-it-yourself

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Industry Stack

Systems(OS, file sharing, terminal access, db access, client-server)

Middleware Services(systems management, application & transaction servers, collaboration & messaging

database)

Application software(CRM package, SCM package, BI, HR, engineering & design, e-biz)

                  

Services(IT consulting, systems integration, outsourcing, training & education,

maintenance)

Data management(meta data, distribution, schema evolution, temporal)

Hardware

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Hardware

Own hardware configuration/cluster ~100, 000 servers

> 350 racks >30,000 m/c >60,000 CPUs 126,368 Ghz of processing power 63,184 GB of RAM 2,527 TB of hard disk space from Prof.

Strassman’s lecture Scale servers while reduce cost/CPU cycle

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Query processing architecture

Each query reads 100s of Mb of data, 1000+ servers and 10s of billionsof CPU cycles. 150 million queries/day (2000/sec); response time < 0.25 sec

Each cluster has the same architecture

8 billion web pages, 1B+ images, now messagesdistributed over clusters

Google web server

Index serverIndex serverIndex serverIndex servers

Index serverIndex serverIndex serverDocument servers

Information about users Ad servers

TB of data

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Operating systems

Custom developed Distributed OS Google file system (GFS)

Metadata management Data dictionary and markup language for

interoperability Global work queue (GWQ) MapReduce

Real-time coordination; workload distribution; fault tolerance; performance monitoring

Based on LinuxJava (recent announcement)Desktop bar

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Data

UserDesktop filesCookieKey wordsGmail 8 billion pages (recently claimed to have three times that of the closest competitor)

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Tools & applications

Core apps AdWords, AdSense Google Earth Search Froogle Google Talk StarOffice (52

million downloads)

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Services

GmailGoogle MiniApplication provisioning “dark fiber” “Wi-Fi”

APIs

Feb 2006Adaptors for:DocumentumFileNet, Oracleand Siebel

PageRank + GSA

Web data

Enterprise data

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APIs everywhere!

For Rent Powered by craigslist and Google Maps   

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Mash-ups everywhere!

0.52 betweeness centrality0.78 structural hole

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How does it work?

AuctionsSatellite

data

AJAX

API

Every call is tacked

Google

Ebay Amazon Yahoo!

Pricing

Case by case (1000/day free)

Individual 10,000/mo freeBasic 30,000/mo free $2.90/1000 queries + $500 Professional $1.6/1000 queries + $1000Enterprise $1.25/1000 queries + $5000

Free (10,000/day)

Free

data

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Business models

Advertising Affiliate programs/lead generationSubscriptionsPay-per-transaction

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The old order changeth, giving place to new

Source: ZDNET http://blogs.zdnet.com/BTL/?p=2484Mashup ecosystem poised to explode Posted by David Berlind

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Old stack metaphor

Windows, Linux, MacOSOS

AP

I Lay

er

Net

wor

king

Gra

phic

s

Sto

rag

e

Sec

urity

Mes

sagi

ng

Mem

ory

App

s La

yer

Gam

es

Map

ping

Cal

enda

ring

Tra

nsac

tion

proc

Off

ice

pro

duct

ivity

Soc

ial n

etw

orki

ng

Physical assets

Env

iron

men

t

Managing computer resources

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New services stack

Internet/Web 2.0OS

AP

I L

aye

r

RS

S/a

tom

Co

mm

erc

e

Sto

rag

e

Se

curit

y

Me

ssa

gin

g

Ide

ntit

y

Ap

ps

La

yer

Ma

pp

ing

Ca

len

da

ring

Tra

nsa

ctio

n p

roc

Off

ice

pro

du

ctiv

ity

So

cia

l ne

two

rkin

g

Physical assets

Kn

ow

led

ge

La

yer

Do

ma

in/c

on

text

/SL

A

Dyn

am

ic a

lloca

tion

Co

llab

ora

tion

Exp

ert

ise

loca

tion

Co

ord

ina

tion

Me

asu

rem

en

t/m

on

itorin

g

Se

nse

ma

kin

g

Env

ironm

ent

SensoryLayer

Managing capabilities

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Core capabilities

Fast searchContinuous innovation (beta products)Personalized results thru data integrationScalable platformCombinatorial innovation API/meta-data management

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100,000 servers,Wi-Fi

GoogleOS

Search, Maps,Desktop

Applicationprovisioning

Google Enterprisesolutions

Systems(OS, file sharing, terminal access, db access, client-server)

Middleware Services(systems management, application & transaction servers, collaboration & messaging)

Application software(CRM package, SCM package, BI, HR, engineering & design, e-biz)

                  

Services(IT consulting, systems integration, outsourcing, training & education,

maintenance)

Data management(meta data, distribution, schema evolution, temporal)

Hardware

API toolkit

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Business principles

Defendable assets Do it yourself Presence in every layer of the industry stack Customer behavior data

Architecture wins business platform wars Manage emergent architecture Meta-data management

Ecosystem based innovation Modular development Services platform (APIs) Network based innovation

Two-sided marketsServing the Long tailTalent magnate

70/20/10Prediction markets

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Multi-sided markets

Platform

Consumers (80 million)

E-business firms• Fortune 500 firms

Software developers• ISVs• Open source community

Deliver apps Support development

Core benefits

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Wired issue 12.10 October 2004

Unique applications

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70/20/10 principle

Source: Google Factory Tour

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How does it impact your business model?1. Value proposition or value cluster2. Marketspace offering – product, service, information, or all three3. Defendable resource systems4. Revenue model

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Resources

Great Giveaway by Erick Schonfeld, Business 2.0 April 2005.What’s next for Google by Charles Ferguson, TechnologyReview.com January 2005.Amazon: Giving away the store by Wade Roush, TechnologyReview.com January 2005.All the links cited in del.icio.us/balaiyerwww.google.com

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