The Online Search Industry  First Web search engine was created by MIT student Matt Gray in  Originally used to measure size of the World Wide Web.  Later became used as a way to obtain URLs (Wandex).  The emergence of various other search engines began to form.

Background/History of Google  Road to development began in 1996, by Larry Page and Sergey Brin.  Developed their first search engine project called BackRub.  In 1998, the two started their own data center known as Google.  Headquarters was located in Menlo Park, CA with a total staff of three.  It became to be known as one of the top 100 search engines later that year.

Company Mission and Goals  Organize the world’s information so that it may be useful to all who use it.  Strive to maintain the lead in the online search industry.  Continually creating innovative ways to enhance search capabilities.  Develop projects to expand its advertising opportunities.

Location & Employees  Googleplex: Headquarters in Mountain View, CA  Sales offices around the world e.g. New York, Ireland, and Japan  # of employees: 2,292 (majority in MV, CA)

Revenues/Sales Two methods of advertisement sales: 1. Targeted advertising  AdWords  AdSense 2. Online Search service

Suppliers/Customers  Google suppliers = Google customers  Adwords: Sony, Sprint, Cannon  AdSense: abc.com, Forbes.com  Search service: AOL/Netscape, Palm

Competitors 1. MICROSOFT!!! Teoma ( Wisenut ( AlltheWeb ( askjeeves (

Comparisons

Google Inc. SWOT Analysis Internal Strengths: 1. Focus on innovation 2. Implementation of IS 3. 1 Billion-page index Internal Weaknesses: 1. Control over websites indexing 2. Search algorithm 3. May search for plural/singular without telling you External opportunities: 1. Growing demand for its services 2. Acquisition of new office space Strengths/Opportunities: 1. Increased capacity 2. Influx of new employees and ideas 3. Increased profit margin Weaknesses/Opportunities 1. Enabling webmasters to control indexing 2. Improvement of algorithm External Threats: 1.New search engines 2. Increased competition 3. Possible work force shortage Strengths/Threats: 1. Competing with advanced IS 2. Specializing in particular area Weaknesses/Threats: 1. Rising cost of labor 2. Entering new markets

Google Inc.  Internal Strengths: 1. Focus on innovation 2. Implementation of IS 3. 1-billion page index  Internal Weakness: 1. Control over website indexing 2. Search Algorithm 3. May search for plural/singular without telling you  External opportunities: 1. Growing demand for its services 2. Acquisition of new office space 3. Enabling webmasters to control indexing  External Threats: 1. New search engines 2. Increased competition and operational cost 3. Possible workforce shortage

G-mail Technology  Computers scan messages  Privacy? No human intervention  Messages are flagged Groups s of related content Faster loading

Google’s Advertising Strategy  No pop-up ads  Major advertising ads appear as hits in a search.  Small advertising messages appear to the margins of web pages.

Advertising Cost Strategy  Small customers manage their own accounts -Customers log in into their web portal -They only need a credit card  Account Teams -Manage large customer accounts -Price Monitoring  “Cost Per Click” Price Strategy -Key word counters

Google’s Technology Use  Installation of software -Easy to install, easy to get rid off  Page Rank technology -Machine operated -Mathematical analysis  Their workstations use Linux OS

Internal Strengths  Encouraging environment  Casual work setting  Employee importance

Internal Weaknesses  Company structure/mobility  High growth rate leading to loss of communication structures

Improvement of IT/IS  Higher security  High growth can lead to inefficiency with Google standards

References  “G-Mail.” Google.com. 19 Nov  “Google: AdSense.” Google.com. 19 Nov  Nice, Karim. Gurevich, J. Gerald. “How Digital Cameras Work.” How Stuff Works. 19 Nov