PowerPoint Presentation

The New Product Innovation At the Speed ofLight

Google Inc.is a multinational technology company specializing in internet-related services and products. These includeonline searchonline advertising technologies,cloud computing,software. Most of its profits are derived fromAdWords, an online advertising service that places advertising near the list of search results.

Dominating the MarketGoogle clearly dominates this area, which is the core business of the company, with 84% market share.

Google in a minute

MissionTo organize the worlds information and make it universally accessible and useful.

Formula: smart people + creative environment + outlet for ideas = INNOVATION

Innovative Approach to InnovationClassical Way of new product development in most companies is cautious, step-by-step affair which mostly takes 1 to 2 year to unfold.In Google the planned time for a new product is 4 to 5 months

- freewheelingfast-pacedwithout boundaries

iGoogle started out with me and three engineers.I was 22, and I thought, "This is awesome. Six weeks later, we launched the first version. The happiness metrics were good, there was healthy growth, and [a few months later], we had iGoogle fully operational with a link on Google.com.A Senior Project Managers Comment

Googles New Product Development StrategyNo Not Ready mindset.

Launch early on Google Labs(discontinued) and then repeat to learn what the market wants and make it great.

When in doubt, do something.

Between two paths in an unsure position, take the fastest path.

Google Lets Go

Google ProductsGmail, Google Play, Google Blog Search, Google Checkout, Google Picasa, Google Android, Chrome, Google Maps, Google Earth, YouTube, Flutrends etc.

TOP 5 PRODUCTS

Google: What makes google itself search engineChrome: The most cloud-friendly browserGmail: The most powerful e-mail service mostly in businessAndroid: A universal platform for mobile applicationYoutube: Most popular video streaming channelGUESS WHAT

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Competing Through Innovation

Competing Through InnovationLaunch of Google PlayLaunch of Google+Managing sales and purchases of apps and entertainment media in an iTunes-esque way.Enters to social media market with a powerful all-purpose social network.

WAR OF INTERNET

SWOT

Solve For XInnovation Without BordersGooglers have 20 per cent of their work time developing their own cool and wacky ideas.1 Workday a WEEKIs a conference where Google invites 50 smartest people of the world to tackle some of the worlds biggest problems.

Innovation Without Borders

Driverless Cars

Innovation Without Borders

Elevators to SpaceDesalinization

Innovation Without Borders

Google introduced a smart contact lens project that will let diabetics measure their glucose levels.

Q1: IDENTIFY MAJOR SIMILARITIES AND DIFFERENCES BETWEEN THE NEW PRODUCT DEVELOPMENT PROCESS AT GOOGLE VERSUS THAT FOUND AT MOST OTHER COMPANIES

Only 4 of the 8 steps of the new product development process are avaible: idea generation, idea screening, concept development and testing, and commercialization (Cutting off).

Google New Product Development Process is

Free flowing and boundless: Encouraging to think outside the box and come up with new ideas, no matter how weird they may be.

Fast-tracked: Once an idea is proposed, it is immediately sent to testing.

Putting a product into use quite early (make a product avaible no more than 6 months after development has started. No 2 or more years for production and design plans.

Innovative: Google gives their employees one workday a week (20-percent time rule) to work on whatever is going on in their heads.

Q2: IS GOOGLES PRODUCT DEVELOPMENT PROCESS

CUSTOMER CENTERED?

TEAM BASED?

SYSTEMATIC?

Customer Centered: Google is trying to do what their customers want in order to make their customers lives easier.

Team Based: Google gives its employees one full workday each week to work on any project they want. These employees are free to work with whomever they choose, and are free to come up with any idea that comes into their minds.

Systematic: Considering its new product development process, Google is one the most innovative company as it encourages its employees.

No certain boundaries.

Q3: CONSIDERING THE PRODUCT LFE CYCLE, WHAT CHALLENGES DOES GOOGLE FACE IN MANAGING ITS PRODUCT PORTFOLIO?

- Continue to watch what the best sellers/products are and develop based on those.

- Ensure that it always has new products at every phase of the PLC (e.g. ntroduction, growth, maturity).

- When the products are becoming outdated , analyze whether they should be updated .

- Move to a product that better suits the needs and demands of the market.

- Monitor the maturity stage of the product as well as the evolution of technology and its uses.

- No guarantee how long the PLC will be. So, introduce new products, grow, do well or leave.

iGoogleGoogleGoogle LabsGoogle BuzzReal EstateGoogle MapsGoogle Plus

Q4: IS THERE A LIMIT TO HOW BIG GOOGLES PRODUCT PORTFOLIO CAN GROW?

- Must be a limit. But up to Google to identify what that limit is.

- Google Home Page: 9 or 10 ten products given in each searching/visiting.

- Click more option to see other products.

- Google needs new products to contribute to Internet.

- Invent new products yet to be thought of.

Q5: WILL GOOGLE BE SUCCESFUL IN MARKETS WHERE IT DOES NOT DOMINATE, SUCH AS SOCIAL NETWORKS AND APP/ENTERTAINMENT STORES?

- Can be succesful.

- Needs to keep being innovative and attentive to what the customers want.

- Keep process of innovation and continue to put products through to testing so quickly .

- Dominating examples: GoogleMaps, Google Video (after buying YouTube)

THANKS for WATCHINGAny questions?Sinan KseoluLevent Aydn