BUSINESS MODEL OF GOOGLE INCORPORATION

A MinorProjectReportSubmitted 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.-03419201714Lingayas Lalita Devi Institute ofManagement & Sciences MandiRoad, MandiDelhi-110047

TABLE OF CONTENTS

S. No.TopicPage No.

1Declaration

2Acknowledgement

3Executive Summary

4Chapter-1:Introduction

5Chapter-2:ConceptualFramework

6Chapter-3:DataAnalysisandInterpretation

7Chapter-4:Conclusion and Recommendations

8References/Bibliography

9Appendices

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 DelhiCandidates signature

Date: Name: Rishabh Arora

Enroll. No.: 03419201714Countersigned

Name: Ms. Shitika

SupervisorLLDIMS

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 SUMMARYThis 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 StudyIt 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.

INTRODUCTIONCompany Profile

Google Inc.is an Americanmultinationaltechnology companyspecializing inInternet-related-services-and-products. These includeonline advertisingtechnologies,search,cloud computing, andsoftware.Most of its profits are derived from AdWords,an online advertising service that places advertising near the list of search results.Google was founded byLarry PageandSergey Brinwhile they werePh.D.students atStanford University. Together they own about 14 percent of its shares but control 56 percent of the stockholder voting power throughsupervoting stock. They incorporated Google as a privately held company on September 4, 1998. Aninitial public offeringfollowed on August 19, 2004. Itsmission statementfrom 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 inMountain View, California, nicknamed theGoogleplex.In August 2015, Google announced plans to reorganize its interests as aholding companycalledAlphabet 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,acquisitionsand partnerships beyondGoogle's core search engine. It offers onlineproductivity softwareincludingemail(Gmail), acloud storage service(Google Drive), anoffice suite(Google Docs) and asocial networking service(Google+).Desktopproducts include applications for web browsing (Google Chrome), organizing andediting photos, andinstant messaging. The company leads the development of theAndroidmobileoperating systemand the browser-onlyChrome OSfor a class ofnetbooksknown asChromebooks. Google has moved increasingly into communications hardware: it partners with major electronics manufacturersin the production of its "high-quality low-cost"Nexusdevices and acquiredMotorola Mobilityin May 2012.In 2012, a fiber-optic infrastructure was installed inKansas Cityto facilitate aGoogle Fiberbroadband 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 24petabytesof user-generated data each day (as of 2009).In December 2013,Alexalisted 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 Google-owned sites such asYouTubeand Blogger.Its market dominance has led to prominent media coverage, includingcriticism of the companyover issues such asaggressive tax avoidance,search neutrality,copyright,censorship, andprivacy.

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-tobe-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 CompanyGoogle 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 managers5. 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 itssuccessful 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 supportsthe 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-ManagementGoogle 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 ProcessingGoogle 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 up data processing.google has three distinct parts:

Googlebot,a web crawler that finds and fetches 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 crawlergooglebot 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 networkPageRank (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 basisGoogle 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 sourcesAdvertisers: Hundreds of thousands of advertisers worldwide Client Software: Google Toolbar has millions of users worldwideGoogle Desktop: has millions of users worldwideAudio Advertising: More than 1,600 radio stations available to U.S. AdWords advertisersPrint Advertising: More than 600 newspapers now available to U.S. AdWords advertiserTV Advertising: We are currently in a closed trial to test an auction-based TV advertising system working with EchoStar and Astound CableYouTube: 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 BillionsOperating Income: US $ 13.966 BillionsNet Income: US $ 12.92 BillionsTotal Assets: US $110.92 BillionsTotal Equity: US $87.309 Billions Employees: 49,829

Google Products & Services

Search ToolsGoogle Searchis a web search engine, which isGoogle's core product. It receives over 3billionsearch queries per day. Google also offers regional search by its 189 regional level domains. (seeList 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 indexesPDFs, Word documents, and more. Google Search functionality Google Search includesBoolean logicaloperators,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-servicesAdmob is a mobile advertising network that Google acquired in November 2009.[10]It offers advertising solutions for Android,iOSandWindows 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

FeedBurnernews feedmanagement services, including feed traffic analysis and advertising facilities. Google Keep Note Keeping (LikeEvernote) Google 3D Warehouse online service that hosts3Dmodels of existing objects, locations (including buildings) and vehicles created inGoogle Sketch Upby the aforementioned application's users. The models can be downloaded into Google Sketch-up by other users orGoogle Earth. Google Apps service for businesses, enterprise and education providing independently customizable versions of several Google products under a customdomain name. Features included areGmail,Google Calendar,Google Docs, Google Sites,Google Contacts,Google Video,Google Groups,Google Buzz,G Talk,Google Maps,Google Mars,Google Moon, andGoogle Earth. Bloggerweblogpublishing tool. Users can create custom,hostedblogs 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 containsopen sourcecode and lists of theirAPIservices. Also provides project hosting for anyfree 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 convertsAdobe Flashfiles (SWF) intoHTML5. 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 theSitemapsprotocol. Renamed from Google Sitemaps to cover broader features, including query statistics androbots.txtanalysis. 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 astronomerPercival 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 mannedMoon landingon 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 theGoogle Mapsinterface, 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 theUrchin softwareand the new version released in May 2007 integrates improvements based onMeasure Map. Google Consumer Surveys Market research tool similar toSurvata. Google Correlate Search patterns relating to real world trends. Freebaseis an open,Creative CommonsAttribution licensed collection of structured data, and a Freebase platform for accessing and manipulating that data via the FreebaseAPI. 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 inGoogle 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.ServicesGoogle 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 Fiberis a project to build an experimental broadband internet network infrastructure using fiber-optic communication inKansas City, Kansas,Kansas City, Missouri,Provo, Utah, andAustin, Texas. Google Public DNS publicly accessibleDNSserver 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 inGoogle 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 byGoogle Custom Search. Google Video Marketplace

Discontinued in 2008 Google Browser Sync(Firefox) allowed users ofMozilla Firefoxto synchronize their web browser settings across multiple computers via the Internet. Discontinued in June 2008.Google Chromehas 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 fromFirefoxto his/her phone throughtext message. Discontinued on August 28, 2008; replaced by Google Chrome to Phone.

Discontinued-in-2009Audio 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 throughoptical character recognition. Discontinued January 2009. DodgeballSocial networking servicefor 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 byGoogle Latitude. Google Ride Finder Taxi, limousine and shuttle search service, using real time position of vehicles in 14 US cities. Used theGoogle Mapsinterface and cooperated with any car service that wished to participate. Discontinued on October 2009. Shared Stuff web page sharing system, incorporating a sharebookmarkletto share pages, and a page to view the most popular shared items. Pages could also be shared through third party applications, such as Delicious orFacebook. 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 calledGoogle Sites, new sign-ups are no longer accepted since 2008. All existing content on Page Creator was transferred toGoogle Sites in 2009.

CONCEPTUAL FRAMEWORK

Google Invests $39 Millionin Wind FarmsIn 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 energyin a way that makes good business sense, too, Rick Needham, green business operations manager at Google, wrote on the companys blog.Learning Objectives1. 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 andsustainabilityof 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 StatementGoogle 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 propertyAccording 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 Focusgoogle 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 MediaIn 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 companiesgoogle 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 ServicesGoogle 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 INNOVATIONThe 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 best2.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 creativity5.Very flat organizational structure, not very much hierarchy

6. Creative Environment-Creative office design. Looks like mix between college campus and playground withtoys.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 well-defined 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 e-commerce and advertising platforms to support publishers' content, Google can provide the technology for convenient syndication and embedded hosting of the content-monetization components on third party sites.

Product Description and Capabilities

Paying for Digital Goods: Google CheckoutDescription: 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

TARGETCUSTOMERDISTRIBUTION CHANNELCUSTOMERRELATIONSHIP VALUE PROPOSITION VALUECONFIGURATION PARTNER NETWORK CORE CAPABILITIESREVENUESTREAMS

COST STRUCTURE

ProductValue ProportionA value Proposition is an overall view of a companys bundle of products and services that are of value to the customer

Revenue ModelThe revenue model describes the way a company makes money through a variety ofrevenue flows.FinancialAspectsCost StructureThe cost structure is the representation in money of all the means employed in the business model.PartnershipA partnership is a voluntarily initiative corporative arrangement between two or more companies in order to create value for the customer.CapabilityThe capability is the ability to execute a repeatable pattern of actions that are necessary in order to create value for the customer.InfrastructureManagementValue ConfigurationThe value configuration describes the arrangement of activities and resources that are necessary to create value for the customer.RelationshipThe relationship describes the kind of link a company establishes between itself and the customer.Distribution ChannelA distribution channel is a means of getting in touch with the customer.CustomerInterfaceTarget CustomerThe target customer is the segment of customers a company wants to offer value to.

Google-Segment-AnalysisGoogle 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 2009-2013Dec 31,2013Dec 31,2012Dec 31,2011Dec 31,2010Dec 31,2009

Sales59,82550,17537,90529,32123,651

Net Earnings12,92010,7379,7378,5056,520

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-analysisA 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.

Years20092010201120122013

Google vs IndustryGoogleIndustryGoogleIndustryGoogleIndustryGoogleIndustryGoogleIndustry

Current Ratio10.621.974.161.845.921.954.221.964.582.13

Quick Ratio10.071.833.0921.665.621.633.901.664.251.83

Avg. Collection Period49485349524557445446

Inventory Turnover----108.329.6399.3632.20140.4332.89

Working Capital0.902.850.933.110.863.021.093.001.052.54

Total Asset Turnover0.580.660.510.630.520.650.530.700.540.69

Debt to Equity Ratio--0.070.250.070.280.080.260.060.27

Interest Coverage Ratio--2,160.251.91213.5250.12159.7544.36184.1646.50

Net Profit Margin27.57%15.21%29.01%18.86%25.69%19.24%21.40%16.57%21.60%18.91%

Return on Equity18.11%21.27%18.39%26.03%16.75%26.64%14.97%21.65%14.80%23.32%

Return on Assets16.10%10.98%14.70%13.51%13.42%13.85%11.45%11.58%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.RatiosGoogleIndustry Technology

Return on equityROE14.80%23.32%

Net Profit MarginNPM21.60%18.91%

Total Asset TurnoverTAT54%66%

Assets/EquityA/E1.271.74

Return on AssetsROA11.65%12.53%

Capital-Structure-&-Debt-ManagementA 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 levered.

Dec 31,2013Dec 31,2012Dec 31,2011Dec 31,2010Dec 31,2009

Google 0.060.080.070.07-

Industry technology0.270.260.280.250.22

CONCLUSION AND RECOMMENDATIONS

Results-Of-The-Study Google OverviewA 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 & RecommendationsThe 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:

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Toughest competitors of google,http://www.technology.globalthoughtz.com