Google Case Study Analysis

Paper Summary:

The paper states that "Google" originated as a search engine that found its initial customers in the companies who would eventually become its competitors. The paper states that Google is transforming the online advertising business model while funding the development of entirely new generations of information-intensive applications. The paper highlights that from the case study, it is not in Google's best interest to move into a consolidation role within the media and entertainment industries. The case studies further show clearly that this role of media hub from a technology and a mergers and acquisitions (M&A) strategic standpoint, is definitely not the strategic vision for Google. The paper analyzes the situation and provides the foundations of growth for Google's future strategy, including potential M&A targets in key markets.

Outline:
Latent Semantic Indexing and Modelling - Critical to Google's Success
Google's Roadmap Begins With Business Processes
Google' Projected Roadmap Defined By Process-Centric Area

From the Paper:

"Google's progression through paid search into hosted applications is well documented throughout the case study. When these developments are taken in the context of how both individuals and businesses from a process-centric standpoint, an entirely new set of market requirements emerge. These market requirements will be used by Google to plan out their next generation of products. Presented below are the dominant business processes Google today has the technology to organize data into knowledge for, and the traditional software name the process area is known by. Notice that all of these process-centric areas have legacy enterprise systems in place, meaning high costs of maintenance and support, and the need for greater levels of onsite service in the case of companies. A compelling value proposition Google will use to move into each of these specific markets is a strong focus on leasing applications, or the heavy promotion of Software as a Service (SaaS) which has been successfully relied on by Salesforce.com since its founding in 1999."

Sample of Sources Used:

• Google Labs (2007) - Research papers on Natural Language Processing. Indicates focus of Latent Semantic Indexing. Accessed from the Internet on June 4, 2007 from location: http://labs.google.com/papers.html#category9

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