Organisation of big service providers - Google

Organisation of big service
providers

GOOGLE
Gianmarco Piva
⁓
gianmarco.piva@gmail.com
matr. 143555

giovedì 18 marzo 2010

INDEX

The company

Financial numbers

Investments
Business model
Advertising and
user proﬁling

2

THE COMPANY

A multinational public cloud computing and
Internet search technologies corporation,

Internet-based services and products,

97% of proﬁts from Advertising

en.wikipedia.org

3

MISSION

“To organise the world's information and
make it universally accessible and useful”

⁓

“Don't be evil”
Paul Buchheit
Google engineer

4

HISTORY SO FAR...

Source: “How Google makes money” by Manoj Jasra.

5

FINANCIAL NUMBERS
Revenue: $23,650,560,000 Stock price: from $85 of the
IPO in 2004 to the actual
⁓ 97% of revenue from $570 per share.
Advertising;

Proﬁts: $6,520,450,000;

Market Value ⁓ $200 billions;

Acquired more than 30
companies in 9 years;

Investments in: software
development, clean
technologies, biotech,
GOOG: Google stock price (Aug. 2004 - Mar. 2010)
healthcare and more;

6

INVESTMENTS
Free Wifi - Free wiﬁ connection for the Mountain View community;
Wimax - With Sprint to provide mobile high-speed Internet access
technology (a 100 millions users market at the end of 2008); WHY?
Satellite - $60 millions to bring the Internet in the developing
countries;
Balloon wiﬁ - With Space Data, to provide an Internet access
technology which is superior to satellites for isolated areas;
Backbone - A long distance high-speed network. With Current, the
company invested $ 100 millions.

✓ Strengthen and secure
infrastructures;
✓ High-speed Internet access (i.e. time
spent online and usage volumes);
✓ Internet access for unconnected
populations.

7

GOOGLE AND THE CRISIS
Google prospected growth
(2008-2012)

Source: “Everything you always wanted to know about Google…But were afraid to ask” by FaberNovel

8

BUSINESS MODEL

As we said, Google
mainly sustains through
Advertisment.
To guarantee the best
advertising possibilities:
many sources of
information (i.e. its
applications, websites
and services).

9

BUSINESS MODEL
Google sites and services

SEARCHES YOUTUBE
85,78% of global search 20 hours of videos per
market share; minute;
7,2 billions of page views 81,9% of shared embedded
every day; videos on blogs;
620 millions users daily; 39,4% online video market
20 PB processed daily. share (USA).
ANDROID
GMAIL
60,000 new phones a day
146 millions every month.
20,000 apps
10

BUSINESS MODEL
BLOGGER ANALYTICS
270,000 words written 57% of usage on top
every minute; 10,000 sites.
66,7% of trafﬁc from
outside US. A Lot More...
45% of products in beta
ORKUT Apps, Calendar, Checkout, Docs
& Spreadsheet, Groups, Picasa,
80 - 100 millions users. Reader, Talk, Translate,
Webmaster Tools, Finance, Maps,
CHROME BROWSER Earth, Toolbar, Chrome OS, Buzz,
Doubleclick, Feedburner, Knol,
5,22% of web browsers Sites, Wave, App Engine,
market share. OpenSocial, Alerts, Buzz,
Latitude, Health...

11

BUSINESS MODEL
“Search market share
reﬂects past
behaviour, but the
ACSI is predictive of
future consumer
behaviour.
Historically it has
ACSI’s consumer satisfaction index: 2000- 2009
been a very accurate
gauge of future
consumer behaviour
in other industries.”
⁓
Larry Freed
American Customer Satisfaction
Index (ACSI)

12

BUSINESS MODEL
‣ What can Google do with these services?
Track users’ online behaviour to guarantee the best resources for advertisment.

‣ How?
Google is able to:
retrieve data from users’ phone, computer, mail, and their entire digital life;
directly provide Internet pages, the cables delivering the Internet, users’
entertainment (Youtube) and news (Google News);
know “where everything is” (Google Earth, Buzz and Latitude), users’ health records
(Google Health), ﬁnances (Google Finance) and relationships (Google Buzz).

These are incredible sources of information for the company.
Any other organisation has these information-retrieval capabilities.

13

USER PROFILING

According to a recent research,
Google have access to

99,2%
of the navigation statistic of each user

14

USER PROFILING

WEBSITES. Data managed into Google-owned websites
provide terrific informations and profiling “material”. The
most of them are embeddable (a part of a websites can
be inserted in other websites). This amplifies the
company’s tracking possibilities.

ANALYTICS. Google Analytics is used in 9 out of 10
Italian websites and in the majority of the big portals
worldwide. ∼80% of every website use Google statistical
applications (e.g.Twitter)

FEEDBURNER. This is a service to handle all the
websites RSS-feeds’ and give statistics about them.

15

USER PROFILING
LIBRARIES HOSTING. Standard libraries (e.g. JavaScript -
JQuery) are stored and available on Google-controlled
servers. If a user downloads one of these libraries, he will be
profiling material.

ADSENSE. Adsense and Adword are two services giving
the chance to embed a small piece of code into websites to
rise some money out of advertisement. Google is able to
track trend and tendencies (other than raising a lot of
money).

Http PROTOCOL REFERRAL. When browsing through
websites, informations about someone’s path are available.
Cookies and log-files are good indicators of on-line
behaviours. Google have access to first hand information
and data.
16

PROSPECTIVES
New web-based applications and services keep coming.
(Google knows what users are buying, where they are doing it
and how much they are spending for it, but also personal tastes
and trends).

It is extremely easy to end up under Google’s Eye.

Google is planning to run some tests using ﬁber optics. This is
a win-win situation: Internet service providers are forced to
invest in high-speed connection (i.e. new applications
development opportunities and even more data - and users’
informations - exchanged daily).

17

REFERENCES
“Everything you always wanted to “Google Tops In Search Satisfaction
know about Google…But were afraid According To Pre-Bing Survey” by
to ask” by FaberNovel: <http:// Greg Sterling: <http://
www.slideshare.net/dreche/ searchengineland.com/google-tops-
everything-you-always-wanted-to- in-search-satisfaction-according-to-
know-about-googlebut-were-afraid- pre-bing-survey-24080>
to-ask-presentation>;
“How Google makes money” by Manoj
“FoolDNS vs. GoogleDNS” by Matteo Jasra: <http://
G.P. Flora: <http://vimeo.com/ www.webanalyticsworld.net/2007/04/
7982723>; how-google-makes-money.html>

“Google” by Wikipedia.en: <http:// “The Beast File: Google” by
en.wikipedia.org/wiki/Google>; hungrybeast.abc.net.au: <http://
www.youtube.com/watch?
“Google Business Model” by ericl368 v=R7yfV6RzE30&feature=player_embe
on Slideshare: <http:// dded - >.
www.slideshare.net/ericl368/
googlebusmodelshared>;

18

Organisation of big service providers - Google

Recommandé

Recommandé

Contenu connexe

Dernier

Dernier (20)

En vedette

En vedette (20)

Organisation of big service providers - Google