4. THE EVOLUTION OF GOOGLE
1998
Google
was
established
2000
Google
Dot
com
2001
Google
Images
2004 Gmail
2005 Android
Source: https://www.google.com/about/company/history/
5. THE EVOLUTION OF GOOGLE
2006
Acquisition
of
Youtube
2008
Google
Chrome
2010 Cars
2012
3.5bn
searches
per day
2015 Alphabet
Source: https://www.google.com/about/company/history/
10. DIVERSIFICATION
There is an ambiguity
in either Google is still
operating in a single
business.
Google explores new
opportunities constantly
through a solid base of
research and development
Google products & services: https://www.google.com/about/products/
17. GOOGLE LABS
○A site demonstrates new experimental
products developed by Google employees.
○User can play around and give a sense of
satisfaction that his ideas turn in the
product.
GMail Calendar Map
18. INNOVATION RULE
○70% on core business
○20% on related projects to
core
○10% on projects unrelated to
core business
source: http://escholarship.org/uc/item/0nj460xn
19. TECHNOLOGY INNOVATION
○Encourage development own software
○Internship programs
○More than 2/3 company employees are
engineers and scientists
○Google’s innovative thinking is attributed
to its work atmosphere “Googleplex”
21. INFORMATION TECHNOLOGY AT
GOOGLE
• Build high-performance systems that scale to massive
workloads
• Develop custom libraries to support programming of
massively parallel systems
• Commodity hardware & free software are seeds of empire.
Vision: Organizing the world's information and
making it "universally accessible and useful.”
Unconventional IT strategy: Building an
unmatched distributed computing platform to
support wildly popular search engine.
22. THE SECRET BEHIND THE SEARCH
ENGINE
○Pimp the Server
○Custom Tailored
○Keep It Interesting
○Culture Of Choice
A unique mix of internally developed
software, open source, made-to-order
hardware, and people management.
23. PIMP THE SERVERS
○Google orders computer systems to its
own specifications.
○Use open source software to keep secrets
of Google infrastructure (no software
license, no code license)
○Organize machines which run Linux into
“cells” as a kind of disk drive for internet
service so programmers decide how much
redundancy
24. CUSTOM TAILORED
○Write a lot of custom software (MapReduce,
BigTable, Sawzall, Google File System & Google
Workqueue)
○Modify Linux kernel to solve data corruption
bottleneck problems so computer clusters can
communicate more efficiently.
○Created its own Web server instead of using
the open source Apache Web server
○Built own CRM to support its business of
selling internet Ads
25. KEEP IT INTERESTING
○Employs a matrix management system
where managers have many direct reports,
and engineers report to multiple people.
○Can change projects every three months
○Don’t keep people working on the same
problems for very long.
26. CULTURE OF CHOICE
○Linux, Mac OS, and Windows can be used
on desktop computers, depending on needs
and desires.
○Software can be requested through the
company intranet.
○Encourage “Talk a lot, use data, not
intuition, automate wherever you can”
27. Let’s review some concepts
Business Strategy
- Vision “To provide access
to the world’s
information in one click “
- Mission “To organize the
world’s information and
make it universally
accessible and useful “
- Cooperation Strategies :
Diversification,
Acquisitions & Partnering
Technology Innovation
- Google Laps
- Innovation rule (70-20-
10)
- Technology Innovation
(use open source, 2/3
employees are
engineers & scientists,
good working
environment like
“Googleplex”
IT Strategy
- Pimp the servers
- Custom tailored
- Keep IT Interesting
- Culture of choice
28. REFERENCES
Chen, Rex, Lam, Oisze Kraemer, Kenneth ,Strategic Use Of IT –
Google, http://escholarship.org/uc/item/0nj460xn, last
accessed March 08 2015
https://en.wikipedia.org/wiki/Google Labs, last accessed
March 07 2016
Thomas Claburn, Google Revealed: The IT Strategy That Makes
It Work, http://www.informationweek.com/google-revealed-
the-it-strategy-that-makes-it-work/d/d-id/1046472?, last
accessed March 08 2016
The history of Google,
http://www.telegraph.co.uk/technology/google/11984555/Rise-
of-a-tech-giant-the-history-of-Google.html, last accessed March
04 2016