STRATEGIES 2007+
Google’s Mission and Strategic Intent
Mission: To Mission: To organize the world's information, making it universally accessible and useful. Intent: Having Intent: Having the strongest advertising network, and all the world’s
Google’s Mission and Strategic Intent
Mission: To Mission: To organize the world's information, making it universally accessible and useful. Intent: Having Intent: Having the strongest advertising network, and all the world’s information.
General Problem Statement
How to maximize the potential to the user offered offered by Google's current position as a leading conduit for connecting the user with with relevant content and relevant advertisers; in tandem with cultivating the unique culture which lies at the heart of Google's success. Google's love of creating, and their concern for the user underlies underlies their innovative advantage, and has propelled their sweeping market ascent.
Google’s Mission and Strategic Intent
Mission: To Mission: To organize the world's information, making it universally accessible and useful. Intent: Having Intent: Having the strongest advertising network, and all the world’s information.
General Problem Statement
How to maximize the potential to the user offered offered by Google's current position as a leading conduit for connecting the user with with relevant content and relevant advertisers; in tandem with cultivating the unique culture which lies at the heart of Google's success. Google's love of creating, and their concern for the user underlies underlies their innovative advantage, and has propelled their sweeping market ascent.
General Problem Statement
How to maximize the potential to the user offered offered by Google's current position as a leading conduit for connecting the user with with relevant content and relevant advertisers; in tandem with cultivating the unique culture which lies at the heart of Google's success. Google's love of creating, and their concern for the user underlies underlies their innovative advantage, and has propelled their sweeping market ascent.
Search Market Leaders
$130,000.0
$56,034.0
$292,243.0
$12,254.0
Search Market Leaders
$56,034.0
$130,000.0
$292,243.0
$12,254.0
$1,775.8 $1,465.4 $6,138.6 GOOGLE
Total Revenues
$US billion Hoovers
$5,257.5
$39,788.0
YAHOO!
MICROSOFT
Total Net Income
Total Market Ca .
All search is not created equal
GOOGLE
YAHOO!
MSN
STRATEGIES
OBJECTIVES
User-centric
Respect and empower users
Social-networked, ad–centric
Connect users for ad revenues
Brand name intimidation
Control and lock in users
All search is not created equal
GOOGLE
YAHOO!
MSN
STRATEGIES
OBJECTIVES
User-centric
Respect and empower users
Social-networked, ad–centric
Connect users for ad revenues
Brand–name intimidation
Control and lock-in users
"What users really wanted was, …Speed … .” Marissa Mayer , VP, Search Products & User Experience, Web 2.0 Summit "What Google secretly discovered along the way." NOV 9, 2006.
What users really wanted "What Google managed to do is remember that the reason we search is to find things, potentially things that aren't in an antiseptic portal like Yahoo or Excite or Lycos, and Google …. It turns out Google had the right approach. And we can see the results today.” JOHN BATTELLE, Newshour with Jim Lehrer, "The Power of Google", NOV 30, 2005
"What users really wanted was, …Speed … .” Marissa Mayer , VP, Search Products & User Experience, Web 2.0 Summit "What Google secretly discovered along the way." NOV 9, 2006.
What users really wanted "What Google managed to do is remember that the reason we search is to find things, potentially things that aren't in an antiseptic portal like Yahoo or Excite or Lycos, and Google …. It turns out Google had the right approach. And we can see the results today.” JOHN BATTELLE, Newshour with Jim Lehrer, "The Power of Google", NOV 30, 2005
"What users really wanted was, …Speed … .” Marissa Mayer , VP, Search Products & User Experience, Web 2.0 Summit "What Google secretly discovered along the way." NOV 9, 2006.
GOOGLE HOME "What Google managed to do is remember that the reason we search
to find things
is , potentially things that aren't in an antiseptic portal like Yahoo or Excite or Lycos, and Google …. It turns out Google had the right approach. And we can see the results today." JOHN BATTELLE, Newshour with Jim Lehrer, "The Power of Google", NOV 30, 2005
"What users really wanted was, …Speed … .” Marissa Mayer , VP, Search Products & User Experience, Web 2.0 Summit "What Google secretly discovered along the way." NOV 9, 2006.
GOOGLE HOME "What Google managed to do is remember that the reason we search
to find things
is , potentially things that aren't in an antiseptic portal like Yahoo or Excite or Lycos, and Google …. It turns out Google had the right approach. And we can see the results today." JOHN BATTELLE, Newshour with Jim Lehrer, "The Power of Google", NOV 30, 2005
"What users really wanted was, …Speed … .” Marissa Mayer , VP, Search Products & User Experience, Web 2.0 Summit "What Google secretly discovered along the way." NOV 9, 2006.
YAHOO HOME "What Google managed to do is remember that the reason we search
potentially things that aren't in an antiseptic portal like Yahoo or Excite or Lycos, and Google …. It is to find things,
turns out Google had the right approach. And we can see the results today." JOHN BATTELLE, Newshour with Jim Lehrer, "The
"What users really wanted was, …Speed … .” Marissa Mayer , VP, Search Products & User Experience, Web 2.0 Summit "What Google secretly discovered along the way." NOV 9, 2006.
YAHOO HOME "What Google managed to do is remember that the reason we search
potentially things that aren't in an antiseptic portal like Yahoo or Excite or Lycos, and Google …. It is to find things,
turns out Google had the right approach. And we can see the results today." JOHN BATTELLE, Newshour with Jim Lehrer, "The Power of Google", NOV 30, 2005
"What users really wanted was, …Speed … .” Marissa Mayer , VP, Search Products & User Experience, Web 2.0 Summit "What Google secretly discovered along the way." NOV 9, 2006.
MSN HOME "What Google managed to do is remember that the reason we search is to find things, potentially things that aren't in an antiseptic portal like
and Google …. It turns out Google had the right approach. And we can see the results today." Yahoo or Excite or Lycos,
"What users really wanted was, …Speed … .” Marissa Mayer , VP, Search Products & User Experience, Web 2.0 Summit "What Google secretly discovered along the way." NOV 9, 2006.
MSN HOME "What Google managed to do is remember that the reason we search is to find things, potentially things that aren't in an antiseptic portal like
and Google …. It turns out Google had the right approach. And we can see the results today." Yahoo or Excite or Lycos,
JOHN BATTELLE, Newshour with Jim Lehrer, "The Power of Google", NOV 30, 2005
Sustainable Competitive Advantage GOOGLE
CORE COMPETENCIES
= SCA
Constant Innovation of search algorithms
Impartial algorithms used to rank data weight
Open transparent organizational culture
Policies: Implement, then monetize; People > Profit Corporate Reputation
Brand Trust
Back net-neutrality interoperability + open source
RARE
VALUABLE
COSTLY TO IMITATE
NON -SUBSTITUTABLE
Sustainable Competitive Advantage GOOGLE
CORE COMPETENCIES
= SCA
RARE
VALUABLE
COSTLY TO IMITATE
NON -SUBSTITUTABLE
Constant Innovation of search algorithms
Impartial algorithms used to rank data weight
Open transparent organizational culture
Policies: Implement, then monetize; People > Profit Corporate Reputation
Brand Trust
Back net-neutrality interoperability + open source
SWOT internal factors FACTORS
STRENGTHS
WEAKNESSES
Leadership vision: user-centric, back net neutrality & interoperability; Implement before Monetize
Backlash from Industry alliances; Rival leaders spread fear & uncertainty
Superior search; relevant & objective algorithms; user-centric service; AdWords & AdSense
Competitor strategic actions; unexpected rival breakthroughs; social networks
EMPLOYEES
Key talent / human capital; highly motivated, ownership mindset, culture values relationships
Rivals appropriating key talent; high costs of highly skilled capital; recruitment
FINANCE
Financial stability, no debt, large cash reserves; Exponential growth in revenues & net income
Face possible slowing of high revenue growth; market reaction to unexpected gains
Transformational systems for data processing; Superior advertising
Intense global competition; broadband
MANAGEMENT
PRODUCTS
TECHNOLOGY
SWOT internal factors FACTORS
STRENGTHS
WEAKNESSES
Leadership vision: user-centric, back net neutrality & interoperability; Implement before Monetize
Backlash from Industry alliances; Rival leaders spread fear & uncertainty
Superior search; relevant & objective algorithms; user-centric service; AdWords & AdSense
Competitor strategic actions; unexpected rival breakthroughs; social networks
EMPLOYEES
Key talent / human capital; highly motivated, ownership mindset, culture values relationships
Rivals appropriating key talent; high costs of highly skilled capital; recruitment
FINANCE
Financial stability, no debt, large cash reserves; Exponential growth in revenues & net income
Face possible slowing of high revenue growth; market reaction to unexpected gains
Transformational systems for data processing; Superior advertising algorithms & methodologies
Intense global competition; broadband & ISP opposition to net neutrality
MANAGEMENT
PRODUCTS
TECHNOLOGY
SWOT external factors FACTORS
SUPPLIERS
COMPETITORS
TECHNOLOGY
ECONOMIC
CULTURAL
OPPORTUNITIES
THREATS
Forward and/or backward vertical integration; Strategic alliances & joint ventures
Broadband, ISP, and competitor alliances; Global market dynamics
Increasing M & A; alliances with competitors to expand advertising growth
Increasing global competition; rival alliances to limit Google’s reach & market power
Invest in R&D innovation; Service + interface for wireless; revolutionary systems of data processing
Internet security: Environmental crises; service interruptions; power grid failures
Market power in value chain; media & advertising powers in turmoil; structural business shifts
Global economic slowdown; trade barriers, currency fluctuations; government regulation
User demand for convergence & convenience; User demands for
Fickle public opinion; uneducated populace as per technology; security
SWOT external factors FACTORS
OPPORTUNITIES
THREATS
Forward and/or backward vertical integration; Strategic alliances & joint ventures
Broadband, ISP, and competitor alliances; Global market dynamics
Increasing M & A; alliances with competitors to expand advertising growth
Increasing global competition; rival alliances to limit Google’s reach & market power
Invest in R&D innovation; Service + interface for wireless; revolutionary systems of data processing
Internet security: Environmental crises; service interruptions; power grid failures
ECONOMIC
Market power in value chain; media & advertising powers in turmoil; structural business shifts
Global economic slowdown; trade barriers, currency fluctuations; government regulation
CULTURAL
User demand for convergence & convenience; User demands for interoperability; consumer trust
Fickle public opinion; uneducated populace as per technology; security risk-aversion
SUPPLIERS
COMPETITORS
TECHNOLOGY
Current Strategies “Ultimately, our goal at Google is to have the strongest advertising network… and all the world’s information. That’s part of our mission.” Eric Schmidt; CEO Google; NYT:11/12/06
•
•
•
•
•
Differentiation » Deliver the most relevant, objective data in the shortest time Focus on user experience and anticipate user needs Develop personalized user products and services Innovate advertising solutions for business sector Protect key talent by investing in culture Explore & develop internet video / wireless frontiers
Current Strategies “Ultimately, our goal at Google is to have the strongest advertising network… and all the world’s information. That’s part of our mission.” Eric Schmidt; CEO Google; NYT:11/12/06
•
•
•
•
•
•
•
Differentiation » Deliver the most relevant, objective data in the shortest time Focus on user experience and anticipate user needs Develop personalized user products and services Innovate advertising solutions for business sector Protect key talent by investing in culture Explore & develop internet video / wireless frontiers Innovate services / interfaces for wireless sector
Key Strategic Issues Dr. Walter Gibbs: Ed Dillinger:
“User requests are what computers are for!” “Doing our business is what computers are for.” Tron (Walt Disney science fiction film -1982 )
» Always serve and respect the User •
•
•
•
•
Brand equity management
» Verify and expedite long-term value
Technological innovation
» Advanced search algorithms
Grasp changing dynamics
» Convergence of communications
Risks to net neutrality
» Competitors » Industry » Regulatory
First to innovate
» Fastest to adapt » last to monetize
Key Strategic Issues Dr. Walter Gibbs: Ed Dillinger:
“User requests are what computers are for!” “Doing our business is what computers are for.” Tron (Walt Disney science fiction film -1982 )
» Always serve and respect the User •
•
•
•
•
•
Brand equity management
» Verify and expedite long-term value
Technological innovation
» Advanced search algorithms
Grasp changing dynamics
» Convergence of communications
Risks to net neutrality
» Competitors » Industry » Regulatory
First to innovate
» Fastest to adapt » last to monetize
Prioritize core competencies » Speed, access, relevancy
Strategic Alternatives
•
Protect net neutrality and increase interoperability
•
Diversification » vertical and/or horizontal integration
•
Give users unlimited remote access to search capabilities
•
Manage the Google brand » always respect the user
•
Foster the Google culture
•
Expand advertising platform » access environments via wireless search
•
Invest in R&D » user-centric tools and search algorithms
Strategic Alternatives
•
Protect net neutrality and increase interoperability
•
Diversification » vertical and/or horizontal integration
•
Give users unlimited remote access to search capabilities
•
Manage the Google brand » always respect the user
•
Foster the Google culture
•
Expand advertising platform » access environments via wireless search
•
Invest in R&D » user-centric tools and search algorithms
•
Prepare to deploy rapid response » rival’s actions / regulatory threats
• •
Acquisitions & Strategic Alliances » increase global reach and scope Sponsor academic information exchange
Strategic Recommendations “It takes more than capital to swing business. You've got to have the A.I.D. degree to get by – Advertising, Initiative, and Dynamics.” Issac Asimov
•
Invest in R&D » Innovation » Search algorithms and communications
•
Pursue strategic alliances » Google search integration and interoperability
•
Manage the Google brand » Avoid marketing » risks alienation of users
•
Promote academic exchange » Link relevant disciplines across universities
•
Support dialogue in education » Critical issues impacting Internet access
Strategic Recommendations “It takes more than capital to swing business. You've got to have the A.I.D. degree to get by – Advertising, Initiative, and Dynamics.” Issac Asimov
•
Invest in R&D » Innovation » Search algorithms and communications
•
Pursue strategic alliances » Google search integration and interoperability
•
Manage the Google brand » Avoid marketing » risks alienation of users
•
Promote academic exchange » Link relevant disciplines across universities
•
Support dialogue in education » Critical issues impacting Internet access
Strategic Cloud “It takes more than capital to swing business. You've got to have the A.I.D. degree to get by – Advertising, Initiative, and Dynamics.” Issac Asimov
Strategic Cloud “It takes more than capital to swing business. You've got to have the A.I.D. degree to get by – Advertising, Initiative, and Dynamics.” Issac Asimov
Thank You
Amy Boynton Tuesday, November 28, 2006
T2b MGT 526
Thank You
Amy Boynton Tuesday, November 28, 2006
T2b MGT 526
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