BUSINESS MODEL OF GOOGLE

INCORPORATION
A MinorProjectReport
Submitted in partial fulfillment of the requirements for BBA
(General) programme of Guru Gobind Singh Indraprastha
University, Delhi

Submitted by
Rishabh Arora
BBA Semester-III
Enroll. No.-03419201714

Lingayas Lalita Devi Institute of

Management & Sciences
MandiRoad,

MandiDelhi110047
TABLE OF CONTENTS

S. No.

Topic

Declaration

Acknowledgement

Executive Summary

Chapter-1:Introduction

Chapter-2:ConceptualFramework

Chapter-3:DataAnalysisandInterpretation

Chapter-4:Conclusion and Recommendations

References/Bibliography

Appendices

Page No.

DECLARATION
I hereby declare that the major project report, entitled Title is based on my original
study and has not been submitted earlier forward of any degree or diploma to any
institute or university.
The work of other author(s), wherever used, has been acknowledged at appropriate
place(s).

Place: New Delhi

Candidates signature

Date:

Name: Rishabh Arora

Enroll. No.: 03419201714

Countersigned

Name: Ms. Shitika

Supervisor
LLDIMS

ACKNOWLEDGEMENT

I have taken Efforts in this project. However, it would not have been Possible without the
Kind Support and help of My Mentor.

I am highly indebted to Miss.Shitika for their guidance and constant supervision as well
as the Motivation she gave me to Bring Innovative Ideas,Facts & Figures,Regarding the
project & also for their support in completing the project.

I would like to express my gratitude towards my parents also for their kind co-operation
and encouragement which help me in completion of this project.
My thanks and appreciations also go to my Classmates in developing the project and
people who have willingly helped me out with their abilities.

EXECUTIVE SUMMARY

This six page letter to Googles CEO, Eric Schmidt, is signed by 37 researchers and
academics in the fields of computer science, information security and privacy law.
Together, they ask Google to protect its customers communications from theft and
snooping by enabling industry standard transport encryption technology (HTTPS) for
Google Mail, Docs, and Calendar. Google uses industry-standard Hypertext Transfer
Protocol Secure (HTTPS) encryption technology to protect customers login information.
However, encryption is not enabled by default to protect other information transmitted by
users of Google Mail, Docs or Calendar. As a result, Google customers who compose
email, documents, spreadsheets, presentations and calendar plans from a public
connection (such as open wireless networks in coffee shops, libraries, and schools) face a
very real risk of data theft and snooping, even by unsophisticated attackers. Tools to steal
information are widely available on the Internet. Google supports HTTPS encryption for
the entire Gmail, Docs or Calendar session. However, this is disabled by default, and the
configuration option controlling this security mechanism is not easy to discover. Few
users know the risks they face when logging into Googles Web applications from an
unsecured network, and Googles existing efforts are little help. Support for HTTPS is
built into every Web browser and is widely used in the finance and health industries to
protect consumers sensitive information. Google even uses HTTPS encryption, enabled
by default, to protect customers using Google Voice, Health, AdSense and Adwords.
Rather than forcing users of Gmail, Docs and Calendar to opt-in to adequate security,
Google should make security and privacy the default.

METHODO LOGY

Descriptive Case Study

It covers the scope and depth of the case being covered. A theory formulated ahead of
time, is reviewed and debated upon, and serves as a design for the descriptive case study.
The contexts covered under a descriptive case study are as follows :Initiation and Structure of the Organization
Year of origin, who or what was the main source of support in creation of the
organization, the source of funding, the legal grants, the organizational structure
Organizational Evolution
How has the organization transfomed over the years.
What were the events that led to the changes?
What activities have been completed or are currently under way?
The planning and implementation strategies
Relationship with other organizations
Mergers, collaborations, partnerships with other organizations.
Competition
Relationship with the Government
The organizations relationship with the Government, and how the relationship has
affected the organization
Effect on Society
The contribution of the organization to the society. The perception of the society about
the organization.
The corporate social responsibility of the organization
Policies
How the organization deals with multiple issues. The policies of the organization with
respect to various social issues.

Research questions
A descriptive case study methodology will be undertaken .The case would broadly focus
on the following aspects:
A detailed approach to the business model of Google.
Revenue generator model of Google.
The changes in the business model of Google over the years alongside with increased
competition.
Insights into the business models of its major products, and their relative contribution to
the revenue generated
Comparative analysis of Googles Business model with its competitors.

INTRODUCTION
Company Profile

Google Inc. is an American multinational technology company specializing in Internetrelated-services-and-products.

These

include online

advertising technologies, search, cloud

computing,

and software. Most of its profits are derived from AdWords, an online advertising service
that places advertising near the list of search results.Google was founded by Larry
Page and Sergey Brin while they were Ph.D. students at Stanford University. Together
they own about 14 percent of its shares but control 56 percent of the stockholder voting
power through supervoting stock. They incorporated Google as a privately held company
on September 4, 1998. An initial public offering followed on August 19, 2004.
Its mission statement from the outset was "to organize the world's information and make
it universally accessible and useful," and its unofficial slogan was "Don't be evil". In
2004, Google moved to its new headquarters in Mountain View, California, nicknamed
the Googleplex. In August 2015, Google announced plans to reorganize its interests as
aholding company called Alphabet Inc. When this restructuring took place on October 2,
2015, Google became Alphabet's leading subsidiary, as well as the parent for Google's
Internet interests.
Rapid growth since incorporation has triggered a chain of products, acquisitions and
partnerships beyond Google's core search engine. It offers online productivity
software including email (Gmail), a cloud storage service (Google Drive), an office
suite (Google Docs) and a social networking service (Google+). Desktop products

include applications for web browsing (Google Chrome), organizing and editing photos,
and instant

messaging.

The

company

leads

the

development

of

the Androidmobile operating system and the browser-only Chrome OS for a class
of netbooks known

as Chromebooks.

Google

has

moved

increasingly

into

communications hardware: it partners with major electronics manufacturers in the

production of its "high-quality low-cost" Nexus devices and acquired Motorola
Mobility in May 2012. In 2012, a fiber-optic infrastructure was installed in Kansas
City to facilitate a Google Fiber broadband service.
The corporation has been estimated to run more than one million servers in data centers
around the world (as of 2007). It processes over one billion search requestsand about
24 petabytes of

user-generated

data

each

day

(as

of

2009). In

December

2013, Alexa listed google.com as the most visited website in the world. Numerous
Google sites in other languages figure in the top one hundred, as do several other Googleowned sites such as YouTube and Blogger. Its market dominance has led to prominent
media coverage, including criticism of the company over issues such as aggressive tax
avoidance, search neutrality, copyright, censorship, and privacy.

Why-use-Google?
Google is currently the biggest web search engine database. It searches over 22 billion
pages Google uses a unique algorithm called a PageRank system to get targeted results
for your search queries. Ill explain PageRank in more detail later. Finally, Google offers
many useful features, shortcuts and special databases and services. These will be covered

in-other-sections-of-this
course. When you go to this page, at www.google.com, the default setting is for a general
Web search. Other options that are possible from the home page screen include images,
videos, news and maps. There are also links for more search options, advanced searching,
preference settings and Language tools. In this section of the course, I will be
concentrating just on Web searching. See section four of this course of information about
Advanced Searching, Preference Settings and Language Tools. See Section three for
searching images, videos, news, maps and more. In section four, I will introduce you to
some new projects that Google has in the works as well as some fun with Google.

What-is-Googling?
Googling is knowing how google thinks so that you can create searches that are going to
work best for your needs. Googling is knowing how to exploit Googles strengths and
weaknesses (yes Google does have a few weaknesses!) Googling is also knowing how to
access and use Googles special features and databases. The special features and
databases

will

be

highlighted

in

another

part

of

this

course.

How-Google-works?
A spider program finds pages on the public web and builds a huge database from the web
pages. Wordnet defines a spider as a computer program that prowls the internet looking
for publicly accessible resources that can be added to a database The familiar search box
on Googles home page gives users a way to search this database by entering search

terms and symbols that act as search limiters. Googles unique pagerank system decides
how the results should be organized for display. The page rank system looks at a number
of things First it looks at the links going to a particular page and considers those links-to
be-like-votes.

Google-does-have-a-few-weaknesses.
It doesnt support full boolean searching. You can only make use of the default AND, the
forced AND and the OR terms in your search. It only indexes the first 101 kilobytes of a
web page. Another search engine, Yahoo for example, indexes up to 500 kilobytes in the
text of web pages. Although it does stem words, it doesnt allow for truncation. You cant
put in part of a word and get Google to guess the rest. Although if you misspell a word,
or enter a strange word, it will often ask you if you really mean something else and take a
guess as to what you might really be looking for. Google isnt good for most deep web
searches, which is why libraries subscribe to unique databases. However, google is
improving in some specialized areas such as google scholar which searches scholarly
document, google book search which searches the full text of thousands of books and
find in a library which searches the OCLC database. OCLC stands for online computer
library center and is a worldwide library cooperative. Google has a 10 word limit for
searches,

but

we

probably

wont

run

into

this

limitation

too

often.

An Intelligent Company
Google is a great example of how good decision-making should be supported by good
data and facts. Google clearly followed the five steps I outline in my book The
Intelligent Company: Five steps to success with Evidence-based Management:
1. Defining the objectives and information needs: Do managers matter? and What
makes a good manager within Google?
2. Collecting the right data: using existing data from performance reviews and
employee surveys and creating new data sets from the award nominations and
managers interviews.
3. Analysing the data and turning it into insights: simply plotting of the results,
regression analysis and text analysis.
4. Presenting the Information: new communications to the managers
5. Making evidence-based decisions: revising the training, measuring performance
in line with the findings, introducing new feedback mechanisms.

RECENT MILESTONES

October 2015:
Triplesense Reply, the digital agency of the Reply group, put in an impressive

performance at the prestigious Annual Multimedia Award 2016 by winning gold in the
category Content Marketing/Publishing.
September 2015: wins the "SAP and Google Glass Challenge" for its
successful development of an enterprise wearable app.
February 2015: google Business and Technology has been named "Cloud
Partners of the Year" by Oracle.
February 2015: Breed , advanced incubator that funds and supports
the development of Internet of Things (IoT) start-ups in Europe and the USA, announces
that Term Sheets have been signed with two start-ups in the sectors of Smart Home and
Energy: Cocoon and Greeniant.
November 2014:
google has been named for the second consecutive year
as a Premier Consulting Partner by Amazon Web Services (AWS), an elite group made
up of the leading AWS Partner Network (APN) Consulting Partners worldwide.
October 2014:
continues to invest in the Internet of Things (IoT) and in Wearable Technologies with
Breed Reply (www.breedreply.com), its advanced incubator for funding, accelerating and
supporting the growth and establishment of ideas and start-ups around the IoT across
Europe and the USA.

Infrastructure-Management
Google requires large computational resources in order to provide their service.when a
client computer attempts to connect to google ,several DNS servers resolve

www.google.com into multiple IP addresses,and the client is directed to different google

clusters.A google cluster has thousands of servers and once theclient has connected to the
server additional load balancing is done to send the queries to the least loaded web
server.In computer networking load balancing is a technique to distribute workload
evenly across two or more computers,network links,CPUs,hard drives,or other resources
in order to get optimal resource utilization,maximize throughput,minimize response
time,and avoid overload.This makes Google one of the larget and most complex content
delivery networks.

Parallel

Processing

Google runs on a distributed network of thousand of low-cost computers and can

therefore carry out fast parallel processing .parallel processing is a method of
computation in which many calculations can be performed simultaneously,significantly
speeding

Googlebot,a

up

data

web

processing.google

crawler

that

finds

has

and

three

fetches

distinct

parts:

web

pages.

The indexer that sorts every page and stores the resulting index of words in a huge
database.
The query processor,which compares your search query to the index and recommends the
documents that it considers most relevant.
Googlebot,Googles Web crawler
googlebot is googles web crawling robot,which finds and retrieves pages on the web and
handsthem off to the google indexer.it functions much like a web browser,by sending a

reqest
Searches per day: Every day millions of people search on Google for information
International traffic: More than half our searches come from outside the U.S.
Google Network reach/frequency (Google Network includes all Google sites and
AdSense for content pages)
The Google Network reaches more than 80% of worldwide Internet users
The Google Network reaches more Internet users worldwide than any
other web property or ad network
PageRank (just one of more than 200 signals we use to determine the rank of a
website)
The web changes all the time (1020% of the web is brand new every time
we crawl it)
Google has never seen 2025% of its queries before, showing the
creativity of our users and proving that small indices arent useful
Google updates its search algorithms on a weekly basis
Google News: now includes articles from over 10,000 news sources in more than
18 languages worldwide. Among these, over 4,500 are English language news
sources
Advertisers: Hundreds of thousands of advertisers worldwide
Client Software: Google Toolbar has millions of users worldwide
Google Desktop: has millions of users worldwide
Audio Advertising: More than 1,600 radio stations available to U.S. AdWords
advertisers
Print Advertising: More than 600 newspapers now available to U.S. AdWords
advertiser
TV Advertising: We are currently in a closed trial to test an auction-based TV
advertising system working with EchoStar and Astound Cable
YouTube: People watch hundreds of millions of videos on YouTube every day
Hundreds of thousands of videos are being uploaded to YouTube daily
Every minute, eight hours of video is uploaded to YouTube

Portfolio

Asset allocation is key vs. trading

 A mix of in-house and external management is logical

You need robust underlying risk systems, operational controls, trading and
reporting platforms
You need industry standard benchmarks (i.e. universe of money managers)
Having a handful of stellar Capital markets professionals in house is
necessary and economically sound (external managers are more
expensive)
Although derivatives can obviously be abused, they are ideal risk
management tools
Diversification is key a concentrated risk is not a good risk, even if it
seems safe

Financial Stats
Revenue:
US $59.85 Billions
Operating Income: US $ 13.966 Billions
Net Income:
US $ 12.92 Billions
Total Assets:
US $110.92 Billions
Total Equity:
US $87.309 Billions

Employees:

49,829

Google Products & Services

Search Tools
Google Search is a web search engine, which is Google's core product. It receives over
3 billion search queries per day. Google also offers regional search by its 189 regional
level domains. (see List of Google domains#Localized & regional domains)

Hummingbird Expanded query analysis. For example, if you search for 'best pie place
in Seattle' Google will also search for 'best pie restaurant in Seattle'.

PageRank link analysis algorithm.

Snapshots mechanism that indexes PDFs, Word documents, and more.

Google

Search

functionality

Google

Search

includes Boolean

logical operators, wildcards, and more, to help users refine their searches.

Multiple languages Google Search is supported by a large number of different

languages.

Author Rank The idea that an online author can have topical authority within
Google Search Results.

Experimental Search options for testing new interfaces while searching with
Google, including Timeline views and keyboard shortcuts.
Advertising-services
Admob is a mobile advertising network that Google acquired in November 2009.
[10]

It offers advertising solutions for Android, iOS and Windows Phone 8.[11]
Google AdSense Offers a contextual advertising solution to web publishers, and

delivers text-based Google AdWords ads that are relevant to site content pages.

Google Ad Planner Ad Planner has been replaced with Google Display Planner.

Google AdWords advertise with Google AdWords ads in the Sponsored Links
section next to search results to boost website traffic and sales.

Adwords Express Local online advertising made easy

Communication-and-publishing-tools

FeedBurner news feed management services, including feed traffic analysis and
advertising facilities.

Google Keep Note Keeping (Like Evernote

Google 3D Warehouse online service that hosts 3D models of existing objects,

locations (including buildings) and vehicles created in Google Sketch Up by the

aforementioned application's users. The models can be downloaded into Google
Sketch-up by other users or Google Earth.

Google Apps service for businesses, enterprise and education providing

independently customizable versions of several Google products under a
custom domain name. Features included are Gmail, Google Calendar, Google Docs,
Google Sites, Google Contacts, Google Video, Google Groups, Google Buzz, G
Talk, Google Maps, Google Mars,Google Moon, and Google Earth.

Blogger weblog publishing tool. Users can create custom, hosted blogs with
features such as photo publishing, comments, group blogs, blogger profiles and
mobile-based posting with little technical knowledge.

Development tools

AngularJS AngularJS is a toolset for building the framework most suited to

your application development.

Angular-Material Implementation of Material Design in Angular.js.

Google Web Components A collection of web components for Google APIs &
services. Built with Polymer.

Polymer A lightweight JavaScript library for creating web components.

Google App Engine tool that allows developers to write and run web
applications.

Google Developers (was Google Code) Google's site for developers interested
in Google-related development. The site contains open source code and lists of
their API services. Also provides project hosting for any free and open source
software.

Dart it is a structured web programming language developed by Google.

Go (programming language) compiled, concurrent programming language

developed by Google.

Open Social set of common APIs for building social applications on many
websites.

Google PageSpeed Tools tool for helping developers to optimize the

performance of their webpages.

Google Swiffy tool that converts Adobe Flash files (SWF) into HTML5.

Google Web Toolkit open source Java software development framework that
allows web developers to create Ajax applications in Java.

Webmaster Tools (was Google Sitemaps): Sitemap submission and analysis for
the Sitemaps protocol. Renamed from Google Sitemaps to cover broader features,
including query statistics and robots.txt analysis.

Translator Toolkit collaborated translation tool

Security tools

reCAPTCHA a user-dialogue system use to prevent bots from accessing

websites

Map-related products

Google Map Maker Map editor used to submit changes to Google Maps.

Google Maps Mapping service that indexes streets and displays satellite and
street-level imagery, providing driving directions and local business search.

Google Street View

Google Street View Inside Trusted formerly Google Business View

Name changed on 3 September 2015. New website in place. A 360, interactive
tour.[18] Customers will be able to truly experience a business by walking around,
exploring, and interacting with the business using the same Street View
technology used in streets around the world. These virtual tours are created by
Google certified trusted photographers or trusted agencies.

Google My Maps Social custom map making tool based on Google Maps.

Google Maps Coordinate an enterprise-only "workforce management tool".

[19]

introduced on June 21, 2012.

Google Maps Gallery Collection of data and historic maps

Google Mars imagery of Mars using the Google Maps interface. Elevation,
visible imagery and infrared imagery can be shown. It was released on March 13,
2006, the anniversary of the birth of astronomer Percival Lowell.

Google Moon NASA imagery of the moon through the Google Maps interface.
It was launched on July 20, 2009, in honor of the first manned Moon landing on July
20, 1969.

Google Sky Internet tool to view stars and galaxies, can be used via browser
version of "Google Sky".

Google

Transit

Public

transport

trip

planning

through

the Google

Maps interface, now fully integrated with maps. Released on December 7, 2005.

Statistical tools

Google Analytics Traffic statistics generator for defined websites, with strong
AdWords integration. Webmasters can optimize their ad campaigns, based on the
statistics that are given. Analytics is based on the Urchin software and the new
version released in May 2007 integrates improvements based on Measure Map.

Google Consumer Surveys Market research tool similar to Survata.

Google Correlate Search patterns relating to real world trends.

Freebase is an open, Creative Commons Attribution licensed collection of

structured data, and a Freebase platform for accessing and manipulating that data via
the Freebase API.

Google Fusion Tables Tool for gathering and visualizing arbitrary data.

Google Public Data Explorer Provides public data and forecasts from a range of
international organizations and academic institutions including the World Bank,
OECD, Eurostat and the University of Denver. These can be displayed as line graphs,
bar graphs, cross sectional plots or on maps.

Trendalyzer Data trend viewing platform to make nations' statistics accessible on

the Internet in an animated, interactive graph form. Acquired from the Gapminder
Foundation in 2007.

Google Trends Graph plotting application for Web Search statistics, showing
the popularity of particular search terms over time. Multiple terms can be shown at
once. Results can also be displayed by city, region or language. Related news stories
are also shown. Has "Google Trends for Websites" sub-section which shows
popularity of websites over time.

Zeitgeist Collection of lists of the most frequent search queries. There used to
be weekly, monthly and yearly lists, and topic and country specific lists. Closed 22
May 2007 and replaced by "Hot Trends, a dynamic feature in Google Trends". An
annual Zeitgeist summary for the US and other countries is still produced.

Google Activity Report A service that provides a monthly report including

about your Google usage, including sign-in, 3rd party authentication changes, gmail
usage, calendar, web searches, and YouTube.
Services
Google Cloud Platform a set of modular cloud-based services for software
development.

Google Crisis Response public project, which covers ongoing and past
disasters, turmoils and other emergencies and alerts.

Google Fiber is a project to build an experimental broadband internet network

infrastructure using fiber-optic communication in Kansas City, Kansas, Kansas City,
Missouri, Provo, Utah, and Austin, Texas.

Google Public DNS publicly accessible DNS server run by Google.

Google Ideas a cross-sector, inter-disciplinary "think tank" or "think/do tank"

based in New York City, dedicated to understanding global challenges and applying
technological solutions.

Google Person Finder an open source tool that helps people reconnect with
others in the aftermath of a disaster.

Google Accelerated Mobile Pages (AMP) an open source project and service to
accelerate content on mobile devices. The service is currently only available in a
technical preview capacity

Discontinued Products and Services

Discontinued-in-2006

Google Answers Online knowledge market offered by Google that allowed users to
post bounties for well researched answers to their queries. Discontinued on
November 28, 2006; still accessible (as read-only).

Google Deskbar desktop bar with a built-in mini browser. Replaced by a similar
feature in Google Desktop. Discontinued on May 8, 2006.
.

Discontinued in 2007

Google Click-to-Call allowed a user to speak directly over the phone, for free,
to businesses he/she finds on Google search results pages. Discontinued in 2007.

Related Links automatically brought fresh, dynamic and interesting content

links to any website. Webmasters could place these units on their site to provide
visitors with links to useful information related to the site's content, including
relevant videos, news, searches, and pages. Discontinued on April 30, 2007.

Public Service Search Non-commercial organization service, which included

Google Site Search, traffic reports and unlimited search queries. Discontinued on
February 2007; replaced by Google Custom Search.

Google Video Marketplace

Discontinued in 2008

Google Browser Sync (Firefox) allowed users of Mozilla Firefox to

synchronize their web browser settings across multiple computers via the Internet.
Discontinued in June 2008. Google Chrome has similar functionality built-in.

Google Lively 3D animated chat program launched on July 9, 2008 and closed
December 31, 2008.[32] (Windows XP, Vista)

Hello allowed a user to send images across the Internet and publish them to
his/her blog(s). Discontinued on May 15, 2008.

SearchMash Search engine to "test innovative user interfaces." Aside from its
privacy policy and terms of service, no Google branding existed on the site.
Discontinued on November 24, 2008.

Send to Phone Enabled a user to send links and other information

from Firefox to his/her phone through text message. Discontinued on August 28,
2008; replaced by Google Chrome to Phone.

Discontinued-in-2009
Audio Ads Radio advertising program for US businesses. Rolled out on May 15,
2007 through the AdWords interface. Discontinued on February 12, 2009.

Catalogs Search engine for over 6,600 print catalogs, acquired through optical
character recognition. Discontinued January 2009.

Dodgeball Social networking service for mobile phones. Users could text their
location to the service, which would then notify them of crushes, friends, friends'
friends and interesting venues nearby. Development ceased on January 14, 2009;
discontinued over the next few months; replaced by Google Latitude.

Google Ride Finder Taxi, limousine and shuttle search service, using real time
position of vehicles in 14 US cities. Used the Google Maps interface and cooperated
with any car service that wished to participate. Discontinued on October 2009.

Shared Stuff web page sharing system, incorporating a share bookmarklet to

share pages, and a page to view the most popular shared items. Pages could also be
shared through third party applications, such as Delicious or Facebook. Discontinued
on March 30, 2009.

Google Page Creator webpage-publishing program, which can be used to create

pages and to host them on Google's servers. However, to focus on another Google
Webpage-publishing service called Google Sites, new sign-ups are no longer
accepted since 2008. All existing content on Page Creator was transferred to Google
Sites in 2009.

CONCEPTUAL FRAMEWORK

Google Invests $39 Millionin Wind Farms

In 2010, Google invested $38.8 million in two North Dakota wind farms built by
NextEra Energy Resources. These wind farms generate 169.5 MW of electricity,
enough to power 55,000 homes. Googles investment represents a minority interest
in the $190 million financing of the projects. The two wind farms had already been
built, but Google said that its investment would provide funds for NextEra to invest
in additional renewable energy projects. Googles investment is structured as a tax
equity investment where it will earn a return based on tax creditsa direct offset of
federal taxes that Google would otherwise need to payfor renewable energy
projects, Google spokesman Jamie Yood said the energy from the wind farms would
not be used to power Googles data centers, which consume large amounts of
electricity. Mr. Yood said that Googles primary goal was to earn a return from its
investment but that the company also is looking to accelerate the deployment of
renewable energy. Renewable energy comes from sources such as solar panels and

wind turbines to generate energy as opposed to other sources used such as coal or oil.
Renewable energy typically has a much lower impact on the environment depending
on

the

type

and

often

emits

little

to

no

pollution.

Conscious of its high electricity bills and its impact on the environment, Google has
long had an interest in renewable energy. Renewable energy projects at Google range
from a large solar power installation on its campus, to the promotion of plug-in
hybrids, to investments in renewable energy start-up companies like eSolar. Google
has also worked on making its data centers more energy efficient, consume less
electricity while still handling the same amount of data requests, and has developed
technologies to let people monitor their home energy use. But as of 2010, the
company had yet to live up to its promise to help to finance the generation of
renewable energy. Were aiming to accelerate the deployment of renewable energy
in a way that makes good business sense, too, Rick Needham, green business
operations manager at Google, wrote on the companys blog.

Learning Objectives
1.

Understand that businesses are increasingly acting with concern for the

environment and society.

2.

Comprehend that business can play a positive role in helping to solve the

worlds environmental and social problems.

3.

Appreciate that business interest in sustainability has been motivated by

profit-making opportunities associated with sustainable business practices.

Why would Google invest in wind farms that will not provide any energy for its high-

energy-consuming data centers? Founded in 1998, Google runs the worlds most popular
Internet search engine. Its a position that has earned Google high profits and has given it
huge influence over the online world. Then why would it take a risky investment of
millions of dollars on an activity outside its core business? And why would the US
government provide tax credits to Google and other private companies to invest in
renewable energy? Cant the private market and profit-making interests of private
businesses ensure that an adequate supply of renewable energy is produced in the United
States and globally?

All businesses, including Google, must focus on their economic performance and ensure
they are profitable and provide an attractive return on investment for their owners and
investors. Without this, businesses cannot continue as ongoing entities. For Google and
other companies, their most important bottom line is their own economic bottom line,
which is their profitability, or revenue, minus expenses.

Yet it is clear from Googles investment in wind farms and the activities of private
companies all around the globe that many of todays business leaders look beyond their
own annual economic bottom line and act with concern for how their business activities
affect the environment and the very existence andsustainability of the worlds physical
and human resources and capabilities. This is what this book is about.

All companies must operate legally and achieve profitability to continue as ongoing
entities. All companies also embed and reflect in their decision making and activities the
values and priorities of their owners, key managers, employees, and other stakeholders.

As will be highlighted in this book, some companies, such as BP prior to the Gulf oil spill
in 2010, focus on annual profitability and investment returns to owners more than others.
Other companies, including Google, give priority to other values (besides profit making)
and take into consideration environmental and sustainability concerns along with concern
for annual profits. And other firms, such as Green Mountain Coffee Roasters, Oakhurst
Dairy, Simply Green, Timberland, Pax World, Seventh Generation, and Stonyfield Farms.
Vision Statement
Google believes that an open web benefits all users and publishers. However, "open"
need not mean free. We believe that content on the Internet can thrive supported by
multiple business models -- including content available only via subscription. While we
believe that advertising will likely remain the main source of revenue for most news
content, a paid model can serve as an important source of additional revenue. In addition,
a successful paid content model can enhance advertising opportunities, rather than
replace them.

When it comes to a paid content model, there are two main challenges. First, the content
must offer value to users. Only content creators can address this. The second is to create a
simple payment model that is painless for users. Google has experience not only with our
e-commerce products; we have successfully built consumer products used by millions
around the world. We can use this expertise to help create a successful e-commerce
platform for publishers.

Beyond the mechanics of any payment system, users must know the product exists.

Discovery and distribution are just as, if not more, important to premium content as they
are to free content given the smaller audience of potential subscribers. Google is uniquely
positioned to help publishers create a scalable e-commerce system via our Checkout
product and also enable users to find this content via search -- even if it's behind a
paywall. Our vision of a premium content ecosystem includes the following features:

Single sign-on capability for users to access content and manage subscriptions
Ability for publishers to combine subscriptions from different titles together for one
price
Ability for publishers to create multiple payment options and easily include/exclude
content behind a paywall
Multiple tiers of access to search including 1) snippets only with "subscription" label, 2)
access to preview pages and 3) "first click free" access
Advertising systems that offer highly relevant ads for users, such as interest-based
advertising

Google already works with a number of premium content providers in a manner similar
to the vision above. Combining our e-commerce system with our search capability and
advertising platform will allow for even more flexibility for publishers and users alike.

The Audit of Googles Intellectual property

According to googles 2005 annual report,google has taken several basic IP protection
procedures,but described vaguely as follows:

1.Take Confidentiality and invention assignment aggrements with its proprietary

technology and its Brand.
2.Enter into confidentiality and invention assignment aggrements with its employees and
consultants and confidentiality agreements with other third parties.
3.Control access to proprietary technology.

Market Focus
google supports the main European Industrial groups operating in Telco and Media,
Banking, Insurance and Financial companies, Industry and Services, Energy and Utilities
and Public Administration market segments.

Telco and Media

In 2009 - 2014, the major players in this sector invested substantial amounts in new
value-added services. This was made possible by; the technological evolution of devices
(ex. Smartphone, PDA, e-book, STB multichannel), the use of new generation networks
(NGN) and the development and wide spreading of Social Networks, which has become
the new media of todays generation. Reply is a distinguished player in the process of
convergence between Telco and Media, with a special focus on components regarding;
VAS, the Digital Terrestrial Technology, Multimedia Content Management and Billing
and CRM services.

Banking, Insurance and Financial companies

google cooperates with major Banking Institutions and Insurance Companies in the
identification and implementation of solutions combining core process optimisation with
a substantial improvement in information asset efficiency. More specifically, Reply
operates in defining end-to-end strategies and solutions by integrating the various
components and putting forth all the necessary skills such as consulting, process,
development, application and technology.

Industry and Services

Google supports companies in the implementation, change and management of Business
IT Systems from the strategic design to the understanding and redefinition of the core
Processes. Reply designs and deploys solutions aimed at ensuring application integration
supports the Extended Enterprise (CRM, SCM, BI).

Energy and Utilities

Reply has defined a set of specific offers regarding the main industrys vertical areas by
supporting and assisting Retailers and Distribution Companies in relation to change and
operational, organisational and technological alignment. In particular Reply is focused on
designing models and creating application solutions in the main processes of CRM and
Billing in the Utilities market, but has also worked with the main European Energy
providers in implementing solutions in Pricing, Forecasting and Meter Data Management.

Public Administration
For Central Public Administration and the National Health Service, Reply leverages its

experience gained in the most advanced online services, integrating applications and
competencies to create specific solutions to manage relations with the citizen.

TECHNOLOGY INNOVATION
The increasing popularity of user-driven on-line services, such as Facebook, Wikipedia
and YouTube, has introduced a new way of experiencing Internet: 2.0; a perspective of
the net based on user collaboration and enabled by tools such as Web Services, User
Generated Contents, Social Networks and Cloud Computing. This is a starting point for
new methodologies and software applications, for the purpose of sharing and
collaboration between people.

Recent Achieved Objectives of company

1.High the best

2.Including 50 PhDs, originated with strong ties to universities and continue strong ties
to universities (especially Stanford).
3.Also hire range of people with broad experience and non-traditional talents such as
expert in Italian travel, machine learning, etc.
4.Mostly looking for enthusiasm and creativity

5.Very flat organizational structure, not very much hierarchy

6. Creative EnvironmentCreative office design. Looks like mix between college campus and playground with
toys.
Cornerstones of Product Development

1. Build products that people really want o Search is #2 after email as most used
application on Internet
2. Generate and capitalize on network effects
3. Values built into products dont be evil

Process
1. Accept ideas from everywhere
2. Prioritization top 100
3. Small, agile engineering teams
4. Self-organization and visibility
5. User-centered design

Content Management & Syndication:

Google News currently crawls content from more than 25,000 sources worldwide.
Increasingly, a large number of publishers contribute additional information about their

content via Google News Sitemaps. Sitemaps use standard formats, which are welldefined by Google and other search engines. Future enhancements could allow for
publishers to easily tag individual articles with different levels of access and/or pricing,
as well as additional information about the content, such as identifying source material.
In addition, Google News hosts content from several different news agencies in multiple
languages. Similar hosting services can be provided to any interested publishers,
complete with advertising solutions.

Syndication through affiliate networks may be another option for distribution and
monetization of premium content. This mechanism has proven to be successful in the
overall e-commerce system and may also be successful in the context of premium
content. News publishers can decide to package their content (or a rich preview thereof)
with appropriate branding and advertising units and encourage third parties (e.g., other
newspapers) to host the syndicated content package, exposing it to a broader audience.
Publishers would derive revenue from advertisements embedded in the syndicated
package, as well as traffic from the embedded links back to the publisher. In the case of
premium content, the syndicated content would only contain a free preview, and would
embed monetization units for micropayment and subscription. In addition to providing ecommerce and advertising platforms to support publishers' content, Google can provide
the technology for convenient syndication and embedded hosting of the contentmonetization components on third party sites.

Product Description and Capabilities

Paying for Digital Goods: Google Checkout

Description: Google Checkout is a fast, secure checkout process that allows consumers
to buy from merchants and publishers quickly and easily with a single login at thousands
of stores across the web. With Google Checkout, the consumer stores her payment
information in a Google Account and secures it with a username and password. This
dramatically reduces the time it takes for consumers to buy digital and physical goods
with Checkout-enabled merchants and allows the consumer to keep her information in
one secure location, rather than multiple accounts across the internet. Checkout has an
international footprint. Today, tens of millions of buyers in more than 140 countries and
more than a half-million merchants in the U.S. and U.K. have signed up for Checkout. In
total, billions of dollars in purchases have been made through the service. In addition,
with our advanced fraud detection systems, Checkout merchants experience fraud losses
7 times lower than industry averages as reported by Cybersource.

Status: Currently in production

Key monetization methods for content:

Subscription billing - Through Checkout, merchants are able to set up recurring billing,
i.e., subscriptions. For example, a publisher could charge users every month they
maintain a subscription and cancel it any time when the subscription ends. This could be

done for any buyer that has a Google Checkout account. This feature is available now
through Google Checkout. Google uses these same facilities in order to charge customers
for Google Apps. Managing subscriptions from the merchant side is fairly rudimentary
right now but could be improved to be more relevant for news and media companies.

Micropayments - While currently in the early planning stages, micropayments will be a

payment vehicle available to both Google and non-Google properties within the next
year. The idea is to allow viable payments of a penny to several dollars by aggregating
purchases across merchants and over time. Google will mitigate the risk of non-payment
by assigning credit limits based on past purchasing behavior and having credit card
instruments on file for those with higher credit limits and using our proprietary risk
engines to track abuse or fraud. Merchant integration will be extremely simple.

Key Checkout Features (Currently ACHIEVED):

Merchant Center- Web application that allows merchants to manage their orders, solve
disputes, etc.

 Merchant API - XML integration for deeper integrations with Checkout

Buyer Center - Web application that allows buyers to view their purchase history and
manage purchases and their personal information
Credit Cards and Debit Cards - We accept Visa, Mastercard, AMEX, Discover, and
debit cards
Single Sign On - Single place for user purchasing information across all Checkout sites

Buyer Currencies - Support for most currencies for buyers

Seller Currencies - Support for merchants in the U.K. and U.S. with more countries
planned
Risk Engine - Proprietary risk engine that detects fraudulent behavior
Support - Google Checkout employs multiple support teams that support deve

Key statistics:
Tens of millions of registered Checkout users
Several hundred thousand registered merchants, high number of sellers selling digital
goods
$ Billions of orders processed

Advertising:
In addition to revenue from any subscriptions, Google is able to provide a complete
advertising solution through our DoubleClick ad-serving platform, our advertising

networks, data feeds, and scalable infrastructure to deliver relevant ads to users. Our
platform allows for ads to be sold directly by publishers, sold as part of the Google
Content Network, or sold via multiple ad networks through our ad exchange. We believe
the increased advertising opportunities will likely exceed total revenue from
subscriptions. These products are all currently live and used by thousands of publishers
today and include:

AdSense for Content and Search:

Search - Our leading search technology provides growing opportunity to better

monetize search queries.
Contextual - Our proven model of showing relevant advertising to users can increase
the yield for the advertising for all page views.
Display - Our platform can effectively deliver multiple ad formats including: video ads,
gadget ads and all display formats.
Optimization - We can analyze current yield from news content and work with Google
Analytics to improve on optimization for this content.
Interest-based advertising - In addition to allowing publishers to participate in our
existing network, we can work with partners to allow them sell into IBA for their own
efforts.
AdExchange:
All partners can participate in our Advertising Exchange to offer inventory up to bidding
from multiple ad networks to increase sell through.

We can analyze existing revenue for any partners to evaluate risk to current revenue from
remnant ad sales.
Our tools and quality assurance team can help identify unwanted advertisers that can be
blocked from running on your sites.

Platform - A full suite of advertising products:

Dart for Publishers - Core ad serving platform that will allow Google to bring more value
to publishers.

Ad Exchange - Increase sell through and manage your unsold inventory more effectively.

Rich Media and Video - Increase the design and distribution of your display inventory.

Search:
Google's mission is to organize the world's information and make it universally accessible
and useful. This applies to all information -- paid and free. Google Search currently
supports discovery of a variety of paid content, from books to scholarly material to
newspaper archives to premium newspaper content such as that from the Wall Street
Journal and the Financial Times. Google works with publishers to support discovery of
premium content in a number of ways today:

Publishers can provide a preview or landing page for Google to crawl, consistent with
what end-users see. This is available to users of Google Search and News.

Publishers can allow Google's crawlers full access to their premium content, but
maintain a paywall or preview mode for users. This content is marked as "subscription"
in Google News.

Publishers can provide free access to the first full article via our "First Click Free"
program, which treats premium content as "free" in Google News and Search, but
requires payment once users navigate away from the first article.

DATA ANALYSIS AND INTERPRETATION

In companies data should be collected to provide answers to the most important

questions and unless we are clear about the questions we need to answer. In Google
today, the aim is to start with questions and be very clear about the information needs
at the outset. Their executive chairman Eric Schmidt says: We run the company by
questions, not by answers.

BUSINESS MODEL OF GOOGLE

Nine Bricks Business Model

PARTNER
NETWORK

DISTRIBUTION
CHANNEL

TARGET
CUSTOM
ER

VALUE
PROPOSITIO
N

CORE
CAPABILI
VALUE
CONFIGURATI
ON

COST
STRUCTUR
E

CUSTOMER
RELATIONSHIP

REVENUE
STREAMS

Product

Value Proportion

A value Proposition is an overall view of a

companys bundle of products and services that
are of value to the customer

Customer
Interface

Target Customer

The target customer is the segment of customers

a company wants to offer value to.

Distribution Channel

A distribution channel is a means of getting in

touch with the customer.

Relationship

The relationship describes the kind of link a

company establishes between itself and the
customer.

Value Configuration

The value configuration describes the

arrangement of activities and resources that are
necessary to create value for the customer.

Capability

The capability is the ability to execute a

repeatable pattern of actions that are necessary
in order to create value for the customer.

Partnership

A partnership is a voluntarily initiative

corporative arrangement between two or more
companies in order to create value for the
customer.

Cost Structure

The cost structure is the representation in money

of all the means employed in the business
model.

Revenue Model

The revenue model describes the way a

company makes money through a variety
ofrevenue flows.

Infrastructur
e
Managemen
t

Financial
Aspects

Google-Segment-Analysis
Google is global search engine which operates in different segments. It builds products
and services which is useful globally. The mission of Google Inc. is to organize world
information and make it universally accessible.2012 is highly successful year for Google
during this year it earns billions of profit. It is possible, because Google operates in
different segments. Advertising is an important segment of Google, most of the profit
comes from this segment. Advertising derived from Google .com, it generates 87% of
revenue. It is noted that over the last five years growth in revenue comes from ads on
Google website has increased as compared to any other source. Through Google display
service ads and text run across the web. Which provide the information to the user when
they open any site on Google? Through Google local it provides information more than
80 million places globally. Google deals in operating system and Platforms. From the
alliance of 75 technologies and mobile companies they develop android technology. By
the use of android technology the developer can create applications for the mobile.
Google earned 2.8 million dollar from android technology. Android technology can cause
greater innovation in mobile ecosystem and provide user a great experience. Google
chrome is designed for those users who spend most of their time on web; chrome is new
approach to operating system. Google +is a service which is used online, it like the user
deals in real world. Google play is a store that contains about 7000000 applications and
games and user can download these applications by creating an account on Google play.
Google drive is a service like a drive the user can place all of their important documents
on that drive safely. Google wallet is a virtual wallet the user can stores their debit and
credit card securely. Through Google TV service the user can watch their favorite

programs. Google is most used search engine on web. Revenue of Google Inc. is 16.86
billion dollar for Dec 31, 2013 an increase of 17 % as compared to 2012. Flight search is
a feature by using this service the user can find those flights that can meet the needs of
user. It can provide best trip options. It also provide product listening ads, this services
can be useful to hear the price, image, and merchant information. Google also provide the
Google now and Google knowledge graph service .Google provides the right thing at
right place. It tells user about whether before you start the day and informs you how
much expect traffic before you go for a work and Google knowledge service informs user
about celebrities, sports teams and about buildings. Google enterprise segment provide
information to user how to use Google technologies in business. Google apps which
include services like Gmail, Google calendar, Google docs etc. The Google enterprise
generates revenue of 1.37 billion dollar, and it is growing at the rate of 30% per year. The
user can use these services on any computer by using internet connection. It also provides
software that is used within any organization. To help its user to find any location it
provides Google map service, the user can view any place on map and find it easily.
Google also deals in Motorola mobility business, Motorola mobile segment generate
revenue of 1.18 billion dollar, and it consist of two operating system. The mobile segment
deals with the wireless devices, while home segment deals in technologies that provided
video

entertainment

services

to

users.

Statement of Financial performance 2009-2013

Sales
Net
Earnings

Dec 31,2013
59,825
12,920

Dec 31,2012
50,175
10,737

Dec 31,2011
37,905
9,737

Dec 31,2010
29,321
8,505

Dec 31,2009
23,651
6,520

Google sales and profitability is fluctuated to last five years in the very first it is less
while it increases gradually. Sales are at peak level as time passing and profitability is
also increases. The most recent data shows that the users of Google are increases day by
day and business expends it sales and profits. In 2009 Google sale is not very high, but it
increase in 2010 a little bit, from 2010 to 2013 it increases to a fast moving growth
industry.

Financial-ratio-analysis
A glimpse of financial ratio of Google incorporation and Technology industry is shown in
the table below. The financial analysis data shows over all satisfactory report about the
Google incorporation, moreover company has the trend which represent the good
solvency and liquidity position to meet the challenges in future respectively.

Years
Google
vs
Indust
ry
Curren
t Ratio
Quick
Ratio
Avg.
Collect
ion
Period
Invent
ory
Turnov
er
Worki

2009
Goog Indus
le
try

2010
Goog Indus
le
try

2011
Goog Indus
le
try

2012
Goog Indus
le
try

2013
Goog Indus
le
try

10.6
2
10.0
7
49

1.97

4.16

1.84

5.92

1.95

4.22

1.96

4.58

2.13

1.83

1.66

5.62

1.63

3.90

1.66

4.25

1.83

48

3.09
2
53

49

52

45

57

44

54

46

108.3 29.63

99.3
6

32.20

140.
43

32.89

0.90

2.85

0.93

3.11

0.86

1.09

3.00

1.05

2.54

3.02

ng
Capita
l
Total
Asset
Turnov
er
Debt to
Equity
Ratio
Interes
t
Covera
ge
Ratio
Net
Profit
Margi
n
Return
on
Equity
Return
on
Assets

0.58

0.66

0.51

0.63

0.52

0.65

0.53

0.70

0.54

0.69

0.07

0.25

0.07

0.28

0.08

0.26

0.06

0.27

2,16
0.2

51.91

213.5 50.12
2

159.
75

44.36

184.
16

46.50

27.5
7%

15.21

29.0
1%

18.86
%

25.69 19.24
%
%

21.4
0%

16.57
%

21.6
0%

18.91
%

18.11 21.27
%
%

18.3
9%

26.03
%

16.75 26.64
%
%

14.9
7%

21.65
%

14.8
0%

23.32
%

16.1
0%

14.7
0%

13.51
%

13.42 13.85
%
%

11.45 11.58
%
%

10.98
%

11.65 12.53
%
%

DuPont-Analysis-of-Google-Inc.
DuPont analysis of Google Inc and the technology industry is shown in the table below.
The story told by the DuPont analysis is similar to the story told by analyzing ratios:
Google must focus on controlling operating costs.
Ratios
Return on
equity
Net Profit
Margin
Total Asset
Turnover
Assets/Equity
Return on
Assets

Google
ROE

14.80%

Industry
Technology
23.32%

NPM

21.60%

18.91%

TAT

54%

66%

A/E
ROA

1.27
11.65%

1.74
12.53%

Capital-Structure-&-Debt-Management
A company's proportion of short and long-term debt is considered when analyzing capital
structure. When people refer to capital structure they are most likely referring to a firm's
debt-to-equity ratio, which provides insight into how risky a company is. Usually a
company more heavily financed by debt poses greater risk, as this firm is relatively
highly

Google
Industry
technology

levered.

Dec 31,2013
0.06
0.27

Dec 31,2012
0.08
0.26

Dec 31,2011
0.07
0.28

Dec 31,2010
0.07
0.25

Dec 31,2009
0.22

0.3
0.25
0.2
0.15
0.1
0.05
0

Google Inc.
Industry Technology

CONCLUSION

AND

RECOMMENDATIONS

Results-Of-The-Study
Google Overview
A corporation that was formed to provide internet-based search services, providing
accessibility to the world's online information.
Founded in 1998, Google expanded from their initial search-based services into providing
advertising, applications and services for mobile internet devices.
Google relies upon leveraging technology, such as using complex computer algorithms
(e.gPAGERANK.) to determine how to sort and rank search results.

The Internet has reduced the cost and increased the speed of information transfer. This
has transformed the economic landscape, allowing new and exciting ways to generate
revenue that include and differ from traditional economic models. Through studying and
contrasting several large internet businesses, we have examined the attention, free,
network and gift economic models. In order to explain in more detail how these models
work, we have looked at Google as a unique business case study, because it has used
elements of all of the models we studied throughout its history.

Google started off by offering a gift economy with an aim to organise and make
information accessible over the internet. Over time, this developed into an attention
economy which gained financial return from monetising the traffic to its pages through a
customised advertising platform that tailors advertisements to viewers. By continuing to
offer products and services it uses a free economic model to create an online community
of users who continually return to the site (networked economy) to use Google's services.
By presenting simple explanations of the different economic models and applying them
to the chosen case study, we have outlined the principles and practices which sustain
internet commerce in a way that is easy to follow and understand. Through reviewing
multiple online businesses we were able to focus on one that utilised multiple economic
models to help explain the similarities and differences between the different ways of
conducting business online

Google operates in five different segments and covers the all aspects of technology
industry. These segments are Advertising, search engine, Enterprise, operating systems
platforms and Motorola) all containing different financial data. Several segment of
Google Inc. having different characteristics. The case shows the complexity of financial
analysis. The article provides knowledge and experience about how to understand the
short term and long term performance of any firm. When the data is not homogeneous it
is difficult to apply the principles of financial ratio analysis this paper show what are
those problems or issues. Google is a global search engine, which provide a variety of

different services like YouTube Google maps, image search, Google news, Gmail, Google
+ etc. Google Inc. has solid short term liquidity position; it means that Google has
sufficient cash and liquid Assets to meet the liabilities. The whole financial data retained
in this case study on real basis for the students to get efficient calculation material about
Google. Google Inc liquidity position is batter the average industry technology. This
article of financial Ratio analysis is not only describing the Google services but also a
brief knowledge and experience of that how to analyze the financial performance of any
organization. According to this article it came to know that from the analysis of financial
statements of Google Inc. it is clear that Google Inc. earning good profit. So the firm
should focus on maintaining the profits in the coming years by taking care internal as
well as external factors. The overall Google Inc. has developing trend by deploying its
resources effectively. Moreover Google standing at first to innovate this world trough
long lasting connectivity and browsing. This research paper is based on actual financial
data to elaborate the financial ratio analysis. There is a comparison of Google Inc. with
industry, technology which show students how to analyze the financial ratios of actual
financial

data.

the list of companies that matter most in the digital content industry,google is on the list
in the last four consecutive years.the Google wave is sweeping the world and now is a
threat to Microsoft.although the company reported strong results for the first quarter of
2006-sales grew by 79 % and earnings rose 60% from a year ago and that shows selling
ads based on specific keyword searches is Googles wealth,google plan to expand into
new markets,such as print and television advertising,almost everyday non-stop news and

reports showthe impact of google.however,none of these demonstrate how google plan its
roadmap or intellectual property but only the analysis of certain events of the stories of
google.
Suggestions

&

Recommendations

The Google Inc. is well known and most respected company in the world, so it is
essential for the organization to maintain its position. Google should focus on the
continuous improvement, and should enhance their operations to generate revenue and
remain dominant on other search engines. The human rights and awareness of ethical
issues are also very important. Google should focus on R&D. Google should reduce their
threats and weakness by utilizing their strength and the opportunities. By improving
understanding and relationships with their customers and advertising companies, it is
possible for Google to enhance their market framework and get more profit.

Google Translate Tool-When User Navigate to Translate tool for the first time,in the
dropdown list of language Pairs,the last pair is selected by default i.e. SPANISH to
ENGLISH

my suggestion is to track the IP address of user to get the Country of user and
Automatically

select

Countrys

Language

EG:-If User is from France ,Deafult translation from should be selected as French.
or if User is from india ,it should be from HINDI to desired choice of user.

BIBLIOGRAPHY

Books:

Website

URLs

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2014

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