1. ● Interface: ergonomics, simplicity ● Performance: accuracy, number of indexed Web pages ● Mastering technology: staying at the leading edge of the technology ● Innovation/Diversification: providing new services ● Time To Market ● Recruitment: hire the best ● Public image ● Development of customer loyalty Differentiation factors

2. Main options – based on the case ● Developing superior search solutions – increasing the performance of existing search products – personalization technologies – new search fields: localized, multimedia and product search – indexing private databases ● Evolving into a mass-market portal (like MSN) by adding a broad range of content, services and communication tools ● Merger and acquisition – eliminating threats – acquiring new technological expertises

3. New Google services and tools ● Services Blog Search, Catalogs, Local, Maps, Mobile, Personalized Homepage/Search, Print, Scholar, Special Searches, SMS, Suggest, University Search, Video, X ● Features Calculator, Currency Conversion, Definitions, Movies, Phone Book ● Tools Blogger, Code, Gmail, Web API ● Downloads Deskbar, Desktop, Earth, Orkut, Picasa, Hello, Talk, Toolbar, Web Accelerator

4. Main options - ideas ● Providing a music search feature (like Print) ● Converting Web pages to a PDA-browsable format ● Providing a mobile GPS-based navigation service (using Local and Maps) ● Developing a wide range of enterprise services ● Releasing Linux version of their software products

5. Options rejected ● Turning into a mass-market portal like his direct competitors (MSN, Yahoo!)

6. Options adopted ● Preserving the image that had built Google : – Being innovatory and providing high-performance web services – Diversifying services in the field of searching and conserving a cohesion and a guideline – Keeping providing mainly free services and staying outside the web mass-consumption circle