google at a glance 1998 - 2008

Google 1998 – 2008 at a glanceBy Andreas Jaffkehttp://www.linkedin.com/in/andreasjaffke

Googles past and a look into the futureMay 31st 2008

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Index

1. Who and what is Google?2. Google’s vision, mission and values3. Google’s business model4. Google’s strategy5. Google’s future: Beyond 2008

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1. Who and what is Google

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Google’s History and milestones (1)

1998: Larry Page and Sergey Brin create Google searchengine. In September 1998, Google Inc. opened its door in Menlo Park, California.2000: Google introduces AdWords, a self-service ad program that could be activated online with a credit card in a matter of minutes. Google Toolbar. 100 million search queries per day.

Source: Google Corporate History

2001: Google captured the top trending searches and institutionalized them as the Google Zeitgeist. Google is profitable in the 4th quarter. Google hires Dr. Eric Schmidt as new CEO. Google penetrates further into Asia and Latin America.

2002: Introduction of the Google Search Appliance for corporate Search (Googlebot search robot). Release of Google API. Significant improvements in AdWords.

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2002 (cont.): The launch of Google Labs enabled Google’s engineers to present their pet ideas proudly to an adventurous audience.

Google News launched in beta in September of 2002, offering access to 4,500 leading news sources from around the world.

Google launches Google Sets for product search.

Source: Google Corporate History

2003: Google acquires Pyra Labs and became the home for Blogger.

Google Desktop launched and Google Toolbar improved.

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2004: New web-based mail service called Gmail, which at launch included a gigabyte of free storage for each user.

Acquisition of Picasa, Inc. This Pasadena, Calif.-based digital photo management company helps users to organize, manage and share their digital photos.

Acquisition of Keyhole Corp., a digital and satellite image mapping company based in Google's own headquarter town, Mountain View, Calif. The start of Google Earth.

New European Headquarters in Dublin. The 150 Googlers who work here come from 35 countries and speak 17 languages.

Source: Google Corporate History6


2004 (cont.): Nikesh Arora joined as senior executive overseeing Google's operations in the European market. Based in London.

New R&D center to attract the best and brightest among Japanese and other Asian engineers in Tokio (Japan). Additional engineering center in Washington. 8 billion Web pages indexed.

Launch of Google Groups (Former usenet groups)

The Google Books program announced agreements with leading libraries. Enables users worldwide to search scanned books in Google.



2005: The Google Search Appliance spawned a new blue Google Mini. The Mini is the first Google hardware product to be sold only through the Google Store

Google Maps launched for North America

Google introduces My Search History (saving time by knowing, and showing, what you've searched before) and the Google Web Accelerator (saving time serving web pages by "pre-fetching" them – delivering only updated content).

Google acquires San Diego-based web analytics firm Urchin Software. Google Analytics.



2005 (cont.): Own Google Blog runs frequent postings about Google products and people by those who know them best.

Personalized Homepage (iGoogle).

Google Sitemaps. Webmasters are able to prioritize the pages they want crawled first and speed up updates.

Opening of a new Chinese R&D center and hired the distinguished Dr. Kai Fu-Lee in Bejing.

Launch of Google Talk.

Launch of Google Blog Search for live content.



2005 (cont.): Hiring of Internet pioneer Vincent Cerf to continue his global Internet thinking on our behalf.

We now offer Local service via mobile phones with Google Mobile.

Opened our first offices in Latin America too – in Sao Paulo, Brazil and in Mexico City. New office in Phoenix.

Google Base to upload content in a structured searchable format is launched.

2 highly recognized women join the board of directors: Dr. Shirley Tilghman and Ann Mather

Google acquires Orkut

5.000 Googlers around the world



2006: Google.org aspires to use the power of information and technology to address the global challenges of our age: climate change, poverty and emerging disease.

Opening of offices in Africa (Cairo), Asia (Delhi, Haifa, Istanbul, Mumbai, Osaka, Seoul), Eastern Europe (Moscow) and elsewhere.

Within the U.S., we opened locations at Arizona State University in Tempe and Carnegie Mellon University in Pittsburgh with the usual trappings: Great people and great ideas!

New launches: Page creator, Google Finance, Google Calendar, Custom Search, Trends, Notebook.



2006 (cont.): Introduced U.S. Government Search to make it easier to find Federal information and keep up-to-date on government news. Later U.S. Patents.

Eric Schmidt Joins Apple’s Board of Directors

Integration of AdWords with Google Analytics and adding VideoAds.

Multi-Year Pact to Provide Search and Advertising Across Fox Interactive Media's Growing Online Network Including the MySpace Community.

Launch of Checkout. Tied to Google Search and Google AdWords, improving the user experience with those products and making e-commerce more efficient for everyone



2006 (cont.):Google Packages for specific communities:

• Education: Getting into the Education Space. Google for educators and Google Applications.

• SME’s: Google Apps for SME’s. Deals with leading ISP’s to promote Google Apps + Domains.

• Families: Google Apps for Families.

Mobile Devices: Google for mobile.

Internet Access: WiFi initiatives

Partnerships matter: Adobe (Toolbar), eBay (Advertising), Intuit (SME’s tools), Dell (SW)



2006 (cont.):

More Google services for Mobile: News, Gmail, Maps, Mobile Ads, SMS Scrap for Orkut users

Video: Acquisition of YouTube

Ecologically compromised: Installation of a large solar panel installation at Mountain View campus.

More Products and Services: Web site Optimizer for Webmasters; Docs&Spreadsheets

Wiki-Platforms acquisition JotSpot creates Google Sites. Allows easy home page creation.

10.674 Googlers around the world – the first time employee base hit 5 digits



2007: Partnerships and Business Deals > Mobile matters!

China Mobile cooperation: to provide mobile and Internet search services in China

Samsung: Samsung mobile phones equipped with GoogleTM applications will enable consumers to search information, find locations, and manage their email on the move

More Google Mobile services: Calendar, Picasa Photos

Android Mobile Applications Development: Total of $10 million for best applications developed



2007: M&A’s

In-Game Advertising Provider AdScape acquired for ($23 million)

Gapminder's Trendalyzer software, which generates dynamic graphics and other novel effects in displaying facts, figures, and statistics in presentations.

Advertising Network DoubleClick acquired for ($3.24 billion)

Postini; ($625 million) provides on-demand solutions that help protect businesses worldwide from malicious internet-based attacks, and help ensure compliance with government, industry, and internal mandates. more

Source: Internet16


2007: M&A’s (cont.)

Feedburner acquired ($100 million): Feedburners comments on the acquisition here; Googles press release here

Source: Internet17


2007: Doing good – Healing the world

Google Earth Outreach: Google Earth Outreach gives non-profits and public benefit organizations like yours the knowledge and resources you need to reach their minds and their hearts. more

Announced the Climate Savers Computing Initiative, a joint effort with more than 30 organizations to save energy and reduce greenhouse gas emissions

Announced a plan to make the company completely carbon neutral by the end of 2007

1.6 megawatts solar panel installed at Mointain View

Source: Internet18


2007: Product improvements > More and more personalization and localization

Personalized Homepage iGoogle, Google history, flight lookups (US only), Google Reader, and much more

Brought Google Desktop to Linux systems

Google Lab’s is always launching new products and tools

Source: Internet19


Partnerships > Entering the offline Advertising market

With EchoStar and Astound Cable on a TV Ads Trial

Radio advertising services expanded thanks to a partnership with Clear Channel as well as new support from leading radio station systems for Google AdSense for Audio.

With Salesforce.com to give companies of all sizes better tools to build their business online.


2. Googles Vision, Mission and values

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Never settle for the best "The perfect search engine," says Google co-

founder Larry Page, "would understand exactly what you mean and give back exactly what you

want." Given the state of search technology today, that's a far-reaching vision requiring research,

development and innovation to realize. Google is committed to blazing that trail.

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Ten things: 1. Focus on the user and all else will followFrom its inception, Google has focused on providing the best user experience possible.

By always placing the interests of the user first, Google has built the most loyal audience on the web. Google has steadfastly refused to make any change that does not offer a benefit to the users who come to the site:

The interface is clear and simple.

Pages load instantly.

Placement in search results is never sold to anyone.

Advertising on the site must offer relevant content and not be a distraction.

Source: Google Webpage 23

Ten things: 2. It's best to do one thing really, really wellGoogle does search. With one of the world's largest research groups focused exclusively on solving search problems, Google knows what they do well, and how they could do it better. Through continued iteration on difficult problems, they have been able to solve complex issues and provide continuous improvements to a service already considered the best on the web at making finding information a fast and seamless experience for millions of users. Google’s dedication to improving search has also allowed them to apply what they have learned to new products. As they continue to build new products* while making search better, their hope is to bring the power of search to previously unexplored areas, and to help users access and use even more of the ever-expanding information in their lives.


Ten things: 3. Fast is better than slow

Google believes in instant gratification. You want answers and you want them right now. Who is Google to argue? Google may be the only company in the world whose stated goal is to have users leave its website as quickly as possible. By fanatically obsessing on shaving every excess bit and byte from its pages and increasing the efficiency of its serving environment, Google has broken its own speed records time and again. Others assumed large servers were the fastest way to handle massive amounts of data. Google found networked PCs to be faster. Where others accepted apparent speed limits imposed by search algorithms, Google wrote new algorithms that proved there were no limits. And Google continues to work on making it all go even faster.


Ten things: 4. Democracy on the web worksGoogle works because it relies on the millions of individuals posting websites to determine which other sites offer content of value.

Instead of relying on a group of editors or solely on the frequency with which certain terms appear, Google ranks every web page using a breakthrough technique called PageRank™.

PageRank evaluates all of the sites linking to a web page and assigns them a value, based in part on the sites linking to them.


Ten things: 5. You don't need to be at your desk to need an answerThe world is increasingly mobile and unwilling to be constrained to a fixed location. Whether it's through their PDAs, their wireless phones or even their automobiles, people want information to come to them.

Wherever search is likely to help users obtain the information they seek, Google is pioneering new technologies and offering new solutions.


Ten things: 6. You can make money without doing evilGoogle is a business. The revenue the company generates is derived from offering its search technology to companies and from the sale of advertising displayed on Google and on other sites across the web. However, you may have never seen an ad on Google. That's because Google does not allow ads to be displayed on our results pages unless they're relevant to the results page on which they're shown.

Google has also proven that advertising can be effective without being flashy. Google does not accept pop-up advertising, which interferes with your ability to see the content you've requested. We've found that text ads (AdWords) that are relevant to the person reading them draw much higher clickthrough rates than ads appearing randomly.


Ten things: 7. There's always more information out thereOnce Google had indexed more of the HTML pages on the Internet than any other search service, its engineers turned their attention to information that was not as readily accessible.

Google's researchers continue looking into ways to bring all the world's information to users seeking answers.


Ten things: 8. The need for information crosses all bordersGoogle also offers a translation feature to make content available to users regardless of their native tongue and for those who prefer not to search in English, Google's interface can be customized into more than 100 languages.

To accelerate the addition of new languages, Google offers volunteers the opportunity to help in the translation through an automated tool available on the Google.com website.


Ten things: 9. You can be serious without a suitGoogle's founders have often stated that the company is not serious about anything but search. They built a company around the idea that work should be challenging and the challenge should be fun.

In the same way Google puts users first when it comes to our online service, Google Inc. puts employees first when it comes to daily life in our Googleplex headquarters. There is an emphasis on team achievements and pride in individual accomplishments that contribute to the company's overall success. Ideas are traded, tested and put into practice with an alacrity that can be dizzying.


Ten things: 10. Great just isn't good enoughAlways deliver more than expected. Google does not accept being the best as an endpoint, but a starting point. Through innovation and iteration, Google takes something that works well and improves upon it in unexpected ways.

“Google's point of distinction however, is anticipating needs not yet articulated by our global audience, then meeting them with products and services that set new standards. This constant dissatisfaction with the way things are is ultimately the driving force behind the world's best search engine.”


3. Google’s business model - How Google makes

money trough Targeted Advertising

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Search – Find – Ad – click!$$ (1)

NO changes in Googles Core Business since 1998: “Google does search”

Ability to offer the best, fastest, ubiquous (PC&Mobile devices), reliable and easy to use SEARCH services

Users FIND highly relevant information

Google exposes highly relevant text, image, animated or video ADS to the user

As soon as a user clicks on the sponsored links or ads Google CHARGES his client

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Search – Find – Ad - click!$$ (2)

Buying Cycle “AIDA” – “Googled”:

Source: Google Adwords

1. AttentionSEARCH

2. InterestFIND OK

3. DesireADS

4. ActionCLICK/$

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Adwords and Adsense – Google’s cash cows

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Adwords (1)

Google’s cash cow –Simple but highly effective

Simple text based ads

Can you imagine that these little text ads could generate billions of dollars of revenue for Google?

They do!

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Adwords (2)

Google’s cash cow –Simple but highly effective

Simple text based ads: Example

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Adwords (3)

Contextual targeting on Google’s Content Network:

Here > NY Times

How does it work?

Banner-Ad Served by Google

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Adwords (4)Contextual targeting on Google’s Content Network: Here > games.com

VideoAd Served by DoubleClick

(Google)

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Adwords (5)

Contextual targeting on Google’s Content Network

Publishing

Each new AdWords campaign a client creates will automatically show his ads across the Google content network.

The content network is provided either by Google’s own sites and content or by Google Adsense clients that allow Google to place its ads on their pages.

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Adwords (6)

Placement Targeting on Google’s Content Network

Placement targeting is an AdWords feature that lets a client choose specific sites in the content network to display his ads. With placement targeting, he can:

a) Select placements by subject matter, audience demographics, or specific URLs.

b) Elect to show his ads on an entire site, a section of the site, or just an individual page or

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Adsense (1)

Google “buys” content and offers content owners revenue share for placing contextual ads on these pages

- Simple text based ads

- Banners

-Video-ads

This made Google pay in 2007 1.000.000.000,00US$ to its content partners!

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Adsense (2)

Google’s blogger integrates Adsense as an option; Example: http://socialnetworkswatch.blogspot.com

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Adsense (3)

AdSense formats for webmasters:

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4. Google’s strategy

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1. Keep focused on the user2. Never settle for the best regarding

search algorithms improving response speed and accuracy of results

3. Get and keep the best brains, brightest and most motivated on board

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Google’s strategy (1)

4. Strategic global and local acquisitions in Digital and traditional Advertising

5. Mobile search, advertising and content is the future

6. Worldwide presence with local focus on content acquisition

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Google’s strategy (2)

Experts about Googles strategy (1)

Biznology Blog by Mike Moran - What's Google's Strategy?

March, 28, 2008 (Full article)

Boiling Google's strategy down to just one thing is impossible, but Internet marketers (and search marketers in particular) ought to be thinking about where Google wants to take the industry, because even if Google ultimately can't go where it wants, the industry will be changed regardless. Watching Google helps us understand not only where Google is going, but where others might go also. So, what is behind all the actions we've seen Google take over the years?

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Experts about Googles strategy (2)

Biznology Blog by Mike Moran - Software as a Service (SaaS) is a Mesh

April, 28, 2008 (Full article)

This month, both Google and Salesforce.com announced some clever integration between Salesforce.com and Google Apps, so that office application activity is trackable within the Salesforce.com system. The integration itself is offered free, but Salesforce.com charges for Google Apps support, nicely solving Salesforce's problem of how to make money on this and Google's problem of how to provide support to businesses that demand it. A win-win-win for Salesforce.com, Google, and their customers.

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5. Google’s future? Brilliant for sure!

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The reason?Again: Google never settles for the

best!"The perfect search engine," says Google co-

founder Larry Page, "would understand exactly what you mean and give back exactly what you

want." Given the state of search technology today, that's a far-reaching vision requiring research,

development and innovation to realize. Google is committed to blazing that trail.

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1. Get best User experience on the mobile phones to push mobile

Internet Search and Mobile Advertising:

2008: Android project

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2. Embrace and help evolve social networks with MySpace deal, orkut

ownership and OpenSocial sponsoring:

2008: OpenSocial standard project

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3. Keep and grow leadership on search based advertising and enter in new advertising display markets

such as TV, Radio and Newsaper

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Thank you!

Andreas [email protected]

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