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Everything you always wanted to know
 about Google…But were afraid to ask

                    Paris, December 2008
This work is licensed under the Creative Commons to allow for
further contributions by other specialists and web users in ...
Google key success factors : Web specific ?

         Scalability                            Network effects              ...
1    Why won’t Google be affected by the crisis ?
2    Why is Google trying to change the mobile world ?
3    Why isn’t Yo...
1


        Why won’t Google be affected by the crisis ?
         4 levers will allow Google to increase its revenues amid...
2

Why is Google trying to change the
mobile world ? (1/2)
            Mobile industry is based on a “ traditional” locked...
2

         Why is Google trying to change the
         mobile world ? (1/2)
            In order to duplicate its open mo...
3



  Why isn’t YouTube a content portal ? (1/2)
         YouTube acquisition is part of a strategy to monitor key conten...
3



Why isn’t YouTube a content portal ? (2/2)
        Unlike its competition, YouTube follows an open logic and focuses ...
4



Why does Microsoft fear Google ?
     Google’s ambition isn’t limited to “in browser” Web services, but extends to
  ...
5




How Google wants to compete with Facebook ?
     In 2007, Google launched Opensocial : a series of multi platform AP...
6



     Why is Google buying satellites ? (1/2)
                    Since 2005, Google has been multiplying investments ...
6



Why is Google buying satellites ? (2/2)
     Internet infrastructures is actually Google’s business
     infrastructu...
7



       How does Google buy traffic ?
     Google asserts its ability to attract users on the sole basis of its servic...
8


Why did Google acquire DoubleClick ?
     • In 2007, Google acquired DoubleClick, one of the world leaders in display
...
Why doesn’t Google monetize all of its                                                            9



services?
         ...
10
How does Google capitalize on Open
Source developers work ?
  Google encourages development of open source applications...
11
How did Google capture the offline
advertising market ?
        Online advertising market accounts for only 8% of the U...
12


Why is Google stealing our voices?
     In 2007, Google launched Google Voice Local Search in the United States, a
  ...
13
Is PageRank a really competitive
advantage ? (1/2)
     PageRank is Google’s link analysis algorithm that measures the ...
13


Is PageRank a really competitive advantage ?
(2/2)
   A tool that can’t be tampered with?                            ...
14
 How does Google turn advertising into
 information and performance?(1/2)
  « Advertising income often provides an ince...
14
        How does Google turn advertising into
        information and performance?(2/2)
                               ...
Google : the network circulation value
   creation model
Traditional value creation                                  Netwo...
Going further : are Google’s key success
factors limited to Google
• Our conviction : Every company innovating in the digi...
Annex

•   Definition : network effects
•   Definition : two-sided market
•   Pricing of a two-sided market
•   Glossary
•...
What is a network effect?

  • A network effect describes how a service becomes more valuable to its
      users as more p...
What is a two-sided market?
     • A two sided market consists of a platform allowing 2 groups of
           clients/provi...
Pricing of a two-sided market
                      Price A > 0                                                           ...
Financial data (1/2)
                         Revenues and Net margin (M$)                                                ...
Financial data (2/2)
         Advertising revenues                                                                  Turnov...
Glossary

• API : application programming interface. Standardized programming protocol
    allowing applications to commun...
Acknowledgements

To faberNovel contributors :
•   Amaury de Buchet, VP Consulting
•   Cyril Vart, VP Strategy & Developme...
Stéphane Distinguin
                           Founder and CEO
        stephane.distinguin@fabernovel.com

               ...
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12 Why is Google stealing All about Google

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12


Why is Google stealing our voices?
In 2007, Google launched Google Voice Local Search in the United States, a
free and automated phone directory service :

What is the business model of this
free and ad-free service ?

Google is creating a database of phonemes, recorded during calls in order to
better its speech to text1 technologies:

Creation of a Development
Indexing of Indexing of all
of « speech to
phoneme text »
YouTube audio/voice
database audio tracks sources
technologies
2

Bla bla
bla



Externalizing tasks onto users (« crowdsourcing 3») is a commonly used
process by Google to improve its products.
1 Converting oral information into text
2 First experiments with political videos posted during the presidential campaign of 2008.
3 Neologism created in 2006 by Jeff Howe and Mark Robinson, Wired magazine editors ..…….

December 2008 • Everything you always wanted to know about Google… • 19

Publié dans : Technologie, Business
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