Binjal (The Success Story of Google.)

The success story of GOOGLE
1. METHODOLOGY
Research Problem:
This work of research & compilation aims at undersanding the Success of Google.
Research Design:
This report is not a single research but a combination of several researches & every research has
had a logical & clinical approach in the making. This meant that usage of Exploratory,
Descriptive & Causal methods as & where needed for a satisfactory outcome.
Sources of Data:
Primary sources
As I conducted the Survey it helped me discover various opinions, preferences & test
the general awareness of the viewers with respect to Google and its service for Success
Secondary sources
Various articles of different business magazines have been useful in the project. Published
media proved the major source of information. Internet sites provided with valuable data. All
current news and happenings were taken from various sites to make this report updated.
Designing the Survey Process:
I surveyed teenagers, graduates, working professionals, housewives and retired person. For the
Survey consisting 9 questions covering all aspects related to Google. The Questionnaire is
annexed in the schedule of annexure.
Processing & Analyzing the Data:
After collection of data it was essential for me to present the data in the correct form after careful
analysis.
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1.1 THE RISE OF SEARCH ENGINES
"Search Engine is a computer program that retrieves documents or files or data from a
database or from a computer network (especially from the internet)."
All companies are products, to some degree, of
the historical contexts into which they
are born. Google couldn't happen without the technological advances that preceded it. But
what makes it better than the competition is what it created and moved the company
beyond the rest of pack.
Before Google was a company, before Hypertext Transfer Protocol (http) was standardized
and put into common use across the internet, there was a myriad of search engines. The
first one was called archie, which only searched the file names on the internet and run off a
single replicated computer. All of these old search engines (pre-1992) are in table given
below and it shows the granularity of what it searched and how it was distributed. Now,
pretty much every search engine looks through the entire text of a website and are all
distributed around the world. The main thing that Google changed when they joined the
search engine business was that it didn't just look at the contents of webpages it brought a
new idea of how important any website is.
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TABLE : Search Engine Design Choices
SYSTEM
GRANULARITY
DISTRIBUTION
Archie
File Names
Centralized and Replicated
Gopher
Admin Varied
KIS
Site Name Keywords
Distributed Among
Servers
Netfind
Site Name and Geographical

Keywords
Centralized and Replicated
Prospero
Admin Varied
WAIS
Full Text
WWW
Admin Varied
WHOIS
User and Domain Names
X.500
Name Components
Distributed Among
Servers World-Wide
Distributed Among
Servers World-Wide
Centralized
Distributed Among
Servers World-Wide
Centralized
Distributed Among
Servers World-Wide
1.2 THE BIRTH OF GOOGLE a search engine
Back in January 1998, two little known Computer Scientists, Larry Page and Sergey Brin, met at
Stanford University and produced a seminal paper called "The PageRank Citation Ranking 3 | Page

Bringing Order to the web". In this paper they discussed "...an approximation of the overall
relative importance of the webpages.", looking at backlinks between pages, using links as a type
of peer review for webpages.
In September that year after reluctantly dropping out of the doctoral program at Stanford
University, Sergey Brin and Larry Page founded Google on some very basic principles that
remain at the heart of the company's success today and by the end of the year they were already
servicing 10,000 search queries a day. Nowadays, Google provides over 60 products, letting you
search the globe, keep a weblog and oversee financial information
Larry Page and Sergey Brin
1.3 GOOGLE- THE MEANING IN DICTIONARY

Main Entry: Part of Speech: Definition:
Example: Etymology: Usage
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The transitive verb to google (also spelled Google) means using the Google search
engine to obtain information on something or somebody on the World Wide Web.
Aneologism arising from the popularity and dominance [2] of the eponymous search
engine, the American Dialect Society chose it as the "most useful word of 2002.
Google World-Wide Web
The World-Wide Web search engine that indexes the greatest number of web pages - over
two billion by December and provides a free service that searches this index in less than a
second.
GOOGLE has become synonymous -"to search". That's a great achievement for any
organization to get associated with regularly used word.
GOOGLE INC.
1600 Amphitheatre Parkway ,
Mountain
View, CA 94043
Telephone:- (650) 253-0000
SERVER INFORMATION - Hosting ISP : Google
Server Ip : 74.125.67.100
Server Location : Mountain View,
California, 94043,United States
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1.4 BUSINESS OVERVIEW

BUSINESS WEBSITE - www.google.com : Google is a global technology leader focused on
improving the ways people connect with information. Its innovations in web search and
advertising have made google web site a top internet property and google brand one of the most
recognized in the world. It maintains a large index of web sites and other online content, which it
makes freely available via its search engine to anyone with an internet connection. Google's
automated search technology helps people obtain nearly instant access to relevant information
from its vast online indexIt generates revenue primarily by delivering relevant, cost-effective
online advertising. Businesses use our AdWords program to promote their products and services
with targeted advertising. In addition, the thousands of third-party web sites that comprise the
Google Network use our AdSense program to deliver relevant ads that generate revenue and
enhance the user experience.
. It was incoiporated in California in September 1998 and reincoiporated in Delaware in August

2003. Its headquarters are located at 1600 Amphitheatre Parkway, Mountain View, California
94043, and telephone number is (650) 253-0000.
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2.1 MISSION
Google's mission is to organize the world's information and to make it universally
accessible and useful. It believes that, the most effective, and ultimately the most profitable,
way to accomplish its mission is to put the needs of users first. It has found that offering a highquality user experience leads to increased traffic and strong word-of-mouth promotion. Google's
dedication to putting users first is reflected in three key commitments:
We will do our best to provide the most relevant and useful search results possible, independent
of financial incentives. Our search results will be objective and we do not accept payment for
search result ranking or inclusion.
We will do our best to provide the most relevant and useful advertising. Advertisements
should not be an annoying interruption. If any element on a search result page is
influenced by payment to us, we will make it clear to our users.
We will never stop working to improve our user experience, our search technology and
other important areas of information organization.
Google believes that its user focus is the foundation of its success to date. It also believes
that this focus is critical for the creation of long-term value and do not intend to compromise on
user focus for short-term economic gain.
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2.2 HOW GOOGLE PROVIDES VALUE TO ITS USERS

Google serves users by developing products that quickly and easily find, create, organize
and share information. It places a premium on products that matter to many people and
have the potential to improve their lives.
Some of the key benefits it offers include:
Comprehensiveness and Relevance:. Google's search technologies sort through a vast

and growing amount of information to deliver relevant and useful search results in response to
user queries. This is an area of continual development for Google. When they started the
company in 1998, their web index contained approximately 30 million documents. Now they
index billions of web pages and strive to provide the most comprehensive search experience
possible. Google's team continually improves its relevance algorithms to objectively determine
the best answers to the users' queries and to place these answers at the top of search results.
Google is also constantly developing new functionality and enhancing its offerings to allow our
users to more quickly and easily find information.
Objectivity: Google believes, it is very important that the results users get from Google
are produced with only their interests in mind. It does not accept payment for search result
ranking or inclusion. It does accept fees for advertising, but the advertising is clearly marked
and separated and does not influence how it generates its search results. This is similar to a
newspaper, where the articles are independent of the advertising. Inclusion and frequent
updating in its index are open to all sites free of charge. It believes - it is important for users to
have access to the best available information, not just the information that someone pays for
them to see.
Global Access.: Google strive to provide its services to everyone in the world and the
Google interface is available in 120 languages. Through Google News, it offers an automated
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collection of frequently updated news stories in 24 languages in 61 editions. Google also offers
automatic translation of content between various languages and provide localized versions of
Google in many developing countries.
Ease of Use: Google has always believed that the most useful and powerful search
technology hides its complexity from users and gives them a simple, intuitive way to get the
information they want. Google have devoted significant efforts to create a streamlined and easyto-use interface based on a clean search box set prominently on a page free of commercial
clutter. Google introduces new navigational or informational features when it believe they will
be most useful to google users, and only after the extensive usability testing and
experimentation.
Pertinentl Useful Commercial Information: The search for information often involves an
interest in commercial informationresearching a purchase, comparing products and services or
actively shopping. Google helps people to find commercial information through its search
services and advertising products. Google also presents the advertisements that are relevant to
the information people seek. Its technology automatically rewards ads that users prefer and
removes ads that aren't helpful.
Multiple Access Platforms:. The mobile phone is the primary way that many people
around the world access the internet. Google have continued to invest in improving mobile
search and have introduced applications that allow users to access search, email, maps,
directions and satellite imagery through their mobile devices.
Improving the Web:. Google wants to make the web experience as good as possible for
users around the world. This includes providing platforms for developers to build, deploy and
run increasingly rich applications. For users, they are investing in areas to improve users
experience in using web-based applications, including making browsers more stable and
powerful.
2.3 PRODUCTS AND SERVICES FOR USERS.

Google's product development philosophy involves rapid and continuous innovation, with
frequent releases of early-stage products that they then iterate and improve. They often make
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products available early in their development stages by posting them on Google Labs, at test
locations online or directly on Google.com. If their users find a product useful, they promote it
to "beta" status for additional testing. Once they are satisfied that a product is of high quality and
utility, they remove the beta label and make it a core Google product. Their main products and
services are described below.
2.4 GOOGLE.COM - SEARCH AND PERSONALIZATION
Focused on building products and services on Google's sites that benefit users and let them
find relevant information quickly and easily. These products and services include:
Google Web Search:. In addition to providing easy access to billions of web pages, they have
integrated special features into Google Web Search to help people find exactly what they are
looking for on the web. The Google.com search experience also includes items like:
Advanced Search Functionalityenables users to construct more complex queries, for

example by using Boolean logic or restricting results to languages, countries or web
sites.
Web Page Translationsupports 41 languages and automatically translates between any
two of these languages, with a total of 1,640 language translation pairs.
Integrated Toolssuch as a spell checker, a calculator, a dictionary and currency and
measurement converters.
Search by Numberlets users do quick searches by entering shipping tracking numbers,

vehicle identification numbers, product codes, telephone area codes, patent numbers,
airplane registration numbers and electronic equipment identification government
numbers.
Cached Linksprovides snapshots of web pages taken when the pages were indexed,
letting users view web pages that are no longer available.
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Movie, Music and Weather Informationenables users to quickly and easily find movie
reviews and show times, information about artists, songs and albums and weather
conditions and forecasts
News, Finance, Maps, Image, Video, Book, Blogs, and Groups InformationUsers are
often best served by different types of results. When relevant, we also search display
results from other Google products including Google News, Google Finance, Google
Maps, Google Image Search, Google Video, Google Book Search, Google Blog Search,
and Google Groups.
Google Image Search: is searchable index of images found across the web. To extend the
usefulness of Google Image Search, it offers advanced features, such as searching by image size,
format and coloration and restricting searches to specific web sites or domains.
Google Book Search: lets users search the full text of a library-sized collection of books to
discover books of interest and to learn where to buy or borrow them. Through this program,
publishers can host their content and show their publications at the top of search results. Google
also work closely with participating libraries to digitize all or part of their collections to create a
full-text searchable online card catalog. Google Book Search links bring users to pages
containing bibliographic information and several sentences of the search term in context, sample
book pages, or full text, depending on author and publisher permissions and book copyright
status. In October 2008, Google reached a settlement agreement with the Authors Guild and the
Association of American Publishers over lawsuits in the U.S. over Google Book Search. If
approved by the court, millions more in-copyright books will be accessible to users. Many books
will be available for purchase even if they are out of print, expanding the market for authors and
publishers to earn money from their works.
Google Alerts: E-mail notification service, which sends alerts based on chosen search terms,
whenever there are new results, so the user incurs minimal distraction when browsing.
Google Scholar: provides a simple way to do a broad search for relevant scholarly literature
including to google peer-reviewed papers, theses, books, abstracts, and articles. Content in
Google Scholar is taken from academic publishers, professional societies, preprint repositories,
universities, and other scholarly organizations.
Google Finance:provides a simple user interface to navigate complex financial information in
an intuitive manner, including linking together different data sources, such as correlating stock
price movements to news events.
Google News: gathers information from thousands of news sources worldwide and presents
news stories in a searchable format within minutes of their publication on the web. The Google
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leading stories are presented as headlines on the user- customizable Google News home page.
These headlines are selected for display entirely by a computer algorithm, without regard to
political viewpoint or ideology.
Google Video: lets users upload, find, view and share video content worldwide.Google Blog
Search. Google Blog Search enables users to search the blogging universe more effectively and
find out users1 opinions on a wide variety of subjects. The Google Blog Search index includes
every blog that publishes a site feed
.
iGoogle connects: users to the information that is most useful and important to them in an easyto-use and customizable format. Users add gadgets and themes created by Google and
developers to create a powerful and personalized homepage and arrange the content the way
they want. iGoogle includes Personalized Search, which gives our users better search results
based on what they have searched for in the past, making it easier to quickly find the
information that is more relevant to them. Users can also view and manage their history of past
searches and the results they have clicked on, and create bookmarks with labels and notes
.
Google Product: Search helps users find and compare products from online stores across the
web and directs users to where they can buy these products. Users can search for product
information that is submitted electronically by sellers or automatically identified by Google
software.
Google Custom Search: allowscommunities of users familiar with particular topics to build
customized search engines. These customized search engines allow the communities to help
improve the quality of search results by labeling and annotating relevant web pages or by
creating specialized, subscribed links for users to get more detailed information about a
particular topic.
Google Base: lets content owners submit content that they want to share on Google web sites.
Content owners can describe and assign attributes to the information they submit and Google
uses this descriptive content to better target search results to what users are looking for.Google
Webmaster Tools.
3.1 APPLICATIONS
Information created by a single user becomes much more valuable when shared and
combined with information from other people or places. Therefore Google's strategy for
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products is to develop in this space is simple: develop tools for its users to create, share and
communicate any information generated by the user, thus making the information more
useful and manageable. Examples of products they have developed with this strategy in mind
include:
Google Docs: allows our users to create, view and edit documents, spreadsheets, and
presentations fromanywhere using a browser. These documents are useful to our users as they
are accessible anywhere internet access is available, manageable as they are stored within our
servers and automatically backed up, and shareable in that they allow real time editing with coworkers and friends over the internet.
Google Calendar:is a free online shareable calendar service that allows our users to keep
track of the important events, appointments and special occasions in their lives and share this
information with anyone they choose. In addition, web sites and groups with an online
presence can use Google Calendar to create public calendars, which are automatically
indexed and searchable on Google.
Gmail: is Google's free webmail service that comes with built-in Google search technology to
allow searching of emails and over seven gigabytes of storage, allowing users to keep their
important messages, files and pictures. We serve small text ads that are relevant to the messages
in Gmail.
G-TALK: Application for VoIP and instant messaging, Itconsists of both a service and a client
used to connect to the service, which uses the XMPP protocol (extensible messaging and
presence protocol).
Google Groups:is a free service that helps groups of people connect to information and
people that have interest in them. Users can discuss topics by posting messages to a group,
where other people can then read and respond. Google Groups now contains more than one
billion messages from Usenet internet discussion groups dating back to 1981. The
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discussions in thesegroups provide a comprehensive look at evolving viewpoints, debate and
advice on many subjects.
Google Reader: is a free service that lets users subscribe to feeds and receive updates from
multiple web sites in a single interface. Google Reader also allows users to share content with
others, and functions with many types of media and reading-styles.
Orkut: enables users to search and connect to other users through networks of trusted friends.
Users can create a profile, personal mailboxes, post photos and join or manage online
communities.
Blogger: is a web-based publishing tool that lets people publish to the web instantly using
weblogs, or "bogs." Blogs are web pages usually made up of short, informal and frequently
updated posts that are arranged chronologically.
Google Sites: allows users to easily create, update and publish content online without technical
expertise, with control over who can see and update the site. Google Sites supports a variety of
information such as videos, calendars, presentations, spreadsheets, discussions and texts.
YouTube: is an online community that lets users worldwide upload, share, watch, rate, and
comment on videos, Youimra from user generated, niche professional, to premium videos.
YouTube is also a video platform providing general purpose video resources to the web
community. YouTube videos are embedded in blogs, social networks and web applications, and
YouTube programming interfaces are utilized by many registered developers to create thirdparty products and services. In addition, YouTube offers a range of video and interactive formats
for advertisers to reach their intended audience.
3.2 CLIENT
Google Toolbar is a free application that adds a Google search box to web browsers (Internet
Explorer and Firefox) and improves user web experience through features such as a pop-up
blocker that blocks pop-up advertising, an autofill feature that completes web forms with
information saved on a user's computer, and customizable buttons that let users search their
favorite web sites and stay updated on their favorite feeds.
Google Chrome is an open-source browser that combines a minimal design with
technologies to make the web faster,safer, and easier to navigate.
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Google Pack is a free collection of safe, useful software programs from Google and other
companies that improve the user experience online and on the desktop. It includes programs that
help users browse the web faster, remove spyware and viruses.
Picasa is a free service that allows users to view, manage and share their photos. Picasa enables
users to import, organize and edit their photos, and upload them to Picasa Web Albums where
the photos can be shared with others on the internet.
Google Desktop lets people perform a full-text search on the contents of their own computer,
including email, files, instant messenger chats and web browser history. Users can view web
pages they have visited even when they are not online. Google Desktop also includes a
customizable Sidebar that includes modules for weather, stock tickers and news.
3.3 GOOGLE GEOMAPS, EARTH AND LOCAL
Google Earth lets users see and explore the world and Google beyond from their desktop. Users
can fly virtually to a specific location and learn about that area through detailed satellite and
aerial images, 3D topography, street maps and millions of data points describing the location of
businesses, schools, parks and other points of interest around the globe. Google Earth includes
Sky, an astronom 1`ical imagery library with images of over 100 million stars and 200 million
galaxies, and Ocean, with a detailed bathymetric map of the earth's ocean floors.
Google Maps helps people navigate map information. Users can look up addresses, search for
businesses, and get point-to- point driving directionsall plotted on an interactive street map or
on satellite imagery. Google Maps includes StreetView, 360-degree street-level imagery
available in seve ral regions around the world, and Google Transit, which provides up-to-date
information on local transit options in many cities. Google Maps provides a comprehensive
search experience by combining yellow-pages listings with ratings and reviews and other
business information. In addition, Google Maps lets users create their own maps and allows
developers to put their content on top of our base map data. We display relevant targeted ads for
searches done through Google Maps.
3.4 Google Mobile and Android
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Google phone may refer to:
A phone running Google's Android OS
One of the phones of the Google Nexus family:
Google Ion, an HTC-manufactured Android developer smartphone,

released May 2009
Nexus One, an HTC-manufactured smartphone, released January 2010
Nexus S, Samsung-manufactured successor to the Nexus One, released

December 2010
Galaxy Nexus, Samsung-manufactured successor to the Nexus S, released

November 2011
Nexus 4, LG-manufactured successor to the Galaxy Nexus, released

November 2012
Google Talk, a stand-alone instant messaging (texting) client with voice chat capability
Google Voice, a computer-based voice and video chat service
Google Mobile lets people search and view both the "mobile web," consisting of pages
created specifically for wireless devices, and the entire Google index. Users can also access
online information using Google SMS by typing a query to the Google shortcode and checking
their email using Gmail Mobile. Google Mobile is available through many wireless and mobile
phone services worldwide.
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Google Maps for Mobile is a free Java client application that lets users view maps and
satellite imagery, find local businesses and get driving directions on mobile devices. Google
Maps for Mobile offers many of the same functions as Google Maps.
. 3.5 THE TECHNOLOGY BEHIND SEARCH AND
USERS PRODUCTS AND SERVICES
Google web search technology uses a combination of techniques to determine the

importance of a web page independent of a particular search query and to determine the
relevance of that page to a particular search query.
Ranking Technology. One element of Google's technology for ranking web pages is
called PageRank. While they developed much of ranking technology after Google was
formed, PageRank was developed at Stanford University with the involvement of its founders
and was therefore published as research. PageRank is a query-independent technique for
determining the importance of web pages by looking at the link structure of the web.
PageRank treats a link from web page A to web page B as a "vote" by page A in favor of page
B. The PageRank of a page is the sum of the pages that link to it. The PageRank of a web
page also depends on the importance (or PageRank) of the other web pages casting the votes.
Votes cast by important web pages with high PageRank weigh more heavily and are more
influential in deciding the PageRank of pages on the web.
Techniques. Google's technology employs text-matching techniques that compare
search queries with the content of web pages to help determine relevance. Google's textbased scoring techniques do far more than count the number of times a search term appears
on a web page. For example, Google's technology determines the proximity of individual
search terms to each other on a given web page, and prioritizes results that have the search
terms near each other. Many other aspects of a page's content are factored into the equation,
as is the content of pages that link to the page in question. By combining query independent
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measures such as PageRank with our text- matching techniques, we are able to deliver search
results that are relevant to what people are trying to find.
Google provides its products and services using its own homegrown software and
hardware infrastructure, which it provides substantial computing resources at low cost. It
currently use a combination of off-the-shelf and custom software running on clusters of
commodity computers. Google's considerable investment in developing this infrastructure has
produced several benefits. This infrastructure simplifies the storage and processing of large
amounts of data, eases the deployment and operation of large-scale global products and
services, and automates much of the administration of large-scale clusters of computers.
Although most of this infrastructure is not directly visible to Google users, it believes that is
important for providing a high-quality user experience. It enables significant improvements
in the relevance of its search and advertising results by applying the superior search and
retrieval algorithms that are computationally intensive. They believe the infrastructure also
shortens their product development cycle and lets them pursue innovation more cost
effectively.
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4.1 Google AdWords
For advertisers seeking to market their products and services to consumers and business
users over the internet, it offers Google AdWords, an auction- based advertising program that
lets advertisers deliver relevant ads targeted to search queries or web content across Google sites
and through the web sites of Google Network, which is the network of online and offline third
parties that use Google advertising programs to deliver relevant ads with their search results and
content. The Google Network is also increasingly encompassing different forms of online and
offline media as well, including content providers who use Google's advertising programs to
deliver ads in online video, television and radio broadcasts. AdWords is accessible to advertisers
in 41 different interface languages.
Advertisers in AdWords program create text-based or display ads, bid on the keywords that
will trigger the display of their ads and set daily spending budgets. AdWords features an
automated online signup process that lets advertisers quickly implement ad campaigns on
Google properties and the web sites of Google Network members. Ads are ranked for display in
AdWords based on the combination of the maximum cost-per-click pricing set by the advertiser
and click-through rates and other factors used to determine the relevance of ads. This favors the
ads that are most relevant to users, improving the experience both for the person looking for
information and for the advertiser who is generating relevant ads. The AdWords program offers
advertisers the following additional benefits:
Return on I nvestment. Many advertising dollars are spent delivering messages in an
untargeted fashion, and payment for these advertisements is not tied to performance.
AdWords shows ads only to people seeking information related to what advertisers are
selling, and advertisers choose how much they pay when a user clicks on their ad. Because
Google offers a simple ad format, advertisers can also avoid incurring significant costs
associated with creating ads. As a result, even small advertisers find AdWords cost19 | P a g e

effective for connecting with potential customers. In addition, advertisers can create
different ads, increasing the likelihood that an ad is suited to a user's search. Users can find
advertisements for what they are seeking, and advertisers can find users who want what
they are offering.
Branding. Google also offer Site Targeting, a service that lets advertisers target specific
web sites with text, image and Flash ads, so that they can more effectively reach specific
sets of customers. In addition to targeting sites by content, advertisers can choose
placements on sites based on user demographic attributes. To protect user privacy, Google
use only third- party opt-in panel data to map the demographics of sites in its networks. Site
ZTargeting is an auction-based system where bidding is based on a maximum cost per
impression, and Site-Targeted ads compete with keyword-targeted ads in the same auction.
Access to the Google Search and Content Network. Google serves AdWords ads on
Google properties, its syndicated search partners' web sites, and the thousands of third-party
web sites that make up the Google Network. As a result, they can offer extensive search and
content inventory on which advertisers can advertise. Apart from keyword-based ads targeted to
search queries and Site Targeting, they also offer advertisers an effective contextual advertising
optionContent Targetingthat displays their ads on relevant content pages across its network
of partner sites and products. As a result, AdWords advertisers can target users on Google
properties and on search and content sites across the web. This gives advertisers increased
exposure to people who are likely to be interested in their offerings. The Google Network
significantly enhances our ability to attract interested advertisers.
Campaign Control. Google AdWords gives advertisers hands-on control over most
elements of their ad campaigns. Advertisers can specify the relevant search or content topics for
each of their ads. Advertisers can also manage expenditures by setting a maximum daily budget
and determining how much they are willing to pay whenever a user clicks or views an ad. Other
features that make it easy to set up and manage ad campaigns include:
Campaign management. Advertisers can target multiple ads to a given keyword and
easily track individual ad performance to see which ads are the most effective.
Conversion tracking. Conversion tracking is a free tool integrated into AdWords reports
that measures the conversions an advertiser's campaigns, enabling a better understanding
of the overall return on investment generated for the advertiser by the AdWords program.
Traffic estimator. This tool estimates the number of searches and potential costs related
to advertising on a particular keyword or set of keywords.
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Quality-based bidding. Advertisers' keywords are assigned dynamic minimum bids based
on their Quality Scorethe higher the Quality Score, the lower the minimum bid. This
rewards advertisers with relevant keywords and ads
Budgeted delivery. Advertisers can set daily budgets for their campaigns and control the
timing for delivery of their ads.
AdWords Discounter. This feature gives advertisers the freedom to increase their
maximum cost-per-click because it automatically adjusts pricing so that they never pay
more than one cent over the next highest bid.
Google offers larger advertisers additional services that help maximize their returns on their
internet marketing investments and improve their ability to run large, dynamic campaigns.
These include dedicated client service representatives as well as:
Creative maximization. Google AdWords specialists help advertisers select relevant
keywords and create more effective ads.
Vertical market experts. Specialists with experience in particular industries offer guidance
on how to target potential customers.
Bulk posting. Google helps businesses launch and manage large ad campaigns with
hundreds or even thousands of targeted keywords.
The AdWords API and Commercial Developer Program. For large advertisers as well as
third parties, Google's free AdWords API service lets developers engineer computer
programs that interact directly with the AdWords system. With such applications,
advertisers and third parties can more efficiently and creatively manage their large
AdWords accounts and campaigns. The AdWords Commercial Developer Program also
enables our third-party developer ecosystem to continue designing and delivering
innovative business applications based on the AdWords platform and distribution
channel.
Google provide customer service to its advertiser base through its global support organization as
well as through over 60 offices in over 20 countries. AdWords is available on a self-service basis
with email and real-time chat support. At certain spending levels and through certain signup
channels, phone support is also available. Advertisers with more extensive needs and advertising
budgets can request strategic support services, which include an account team, to help them set
up and manage their campaigns. Depending on geography, Google accept bank and wire
transfers, direct debit, and local debit cards carrying the Visa and MasterCard logos. Google also
accept payment through international credit cards.
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4.2 GOOGLE ADSENSE
Google is always enthusiastic about helping content owners monetize their content, which
facilitates the creation of better content to search. If there is better content on the web, people are
likely to do more searches, and Google expect that will be good for their business and for users.
Google AdSense program enables web sites that are part of the Google Network to deliver
AdWords ads that are relevant to the search results or content on their pages. It also allows
offline media companies, such as television and radio stations, to deliver ads and audio ads to the
content they provide. We share most of the revenue generated from ads shown by a Google
Network member with that member. The key benefits offer to Google Network members
include:
Access to Advertisers: Many small web site companies and content producers do not
have the time or resources to develop effective programs for generating revenue from
online advertising. Even larger sites, with dedicated sales teams, may find it difficult to
generate revenue from pages with specialized content. Google AdSense promotes
effective revenue generation by providing Google Network members access to Google's
base of advertisers and their broad collection of ads. Google's technology automatically
starts delivering ads on a web site as soon as the member joins the Google Network.
Because the ads are related to what the web site's visitors are looking for on the site,
AdSense provides the Google Network member with a way to both monetize and
enhance their web sites. The Google Network member determines the placement of the
ads on its web site, and controls and directs the nature of ad content.
Improved User Satisfaction: Many web sites are cluttered with intrusive or untargeted
advertising that may distract or confuse users and may undermine users' ability to find
the information they want. Some web sites have adopted practices Google considers it to
be abusive, including pop-up ads or ads that take over web pages. Google believe these
tactics can cause dissatisfaction with internet advertising and reduce use of the internet
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overall. Google's AdSense program extends its commitment to improving the overall web
experience by enabling web sites to display AdWords ads in a fashion that is believed
that people find useful rather than disruptive.
Better Storage Management. Access and Visibility: Google have developed new
storage, management and access technologies to allow content owners and producers to
distribute and, if they wish, monetize more types of online and offline content. It is
believed that only a small fraction of the world's information and content is easily and
effectively stored and searchable, and that bringing non-traditional, online or offline
content into Google's index will encourage the preservation and continued creation of
this content. Google Scholar, Google Book Search, and Google Video enable more print
and video content to be made easily accessible (and monetizable) online, while Google
Base allows owners and creators to put online even non-traditional forms of structured
information.
Syndicated Search: Google provides its search technology to partners of all sizes, allowing
Google search service to be offered through these partners' properties. For commercial
partners, Google provide an extensive range of customization options.
Google AdSense program includes:
Google Ad Sense for Search: For internet companies that want to target search audiences,
Google offer Google AdSense for search. To use AdSense for search, most of AdSense for
search partners add Google search functionality to their web pages in the form of customizable
Google search boxes. Google offers this service free to these partners. When visitors to these
web sites search either the web site or the internet using these customizable search boxes,
Google displays relevant ads (generally text ads) on the search results pages, targeted to match
users search queries. These web sites can then generate additional revenue when visitors click on
or view these ads. Because Google also offer to license its web search technology along with
Google AdSense for search, companies without their own search service can offer Google Web
Search to improve the usefulness of their web sites for their users while increasing their revenue.
Google generally charge a fee related to these license agreements. It also offer a more
customizable premium offering to web sites with significant traffic.
Google AdSense for Content: Google AdSense for content lets web sites generate revenue
from advertising by serving relevant AdWords ads targeted to web content. Web sites can use
Google's automated sign-up process to quickly display AdWords ads on their sites. Under this
program, it uses automated technology to analyze the meaning of the content on the web site and
serve relevant ads based on the meaning of such content. For example, a web page on an
automotive blog that contains an entry about vintage cars might display ads for vintage car parts
or vintage car shows. These ads are displayed in spaces that AdSense for content partners have
set aside on their web sites for AdWords content. AdSense for content allows variety of ad types
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to be shown, including text ads, image ads, video ads, link units (which are sets of clickable
links to topic pages related to page content) and themed units (which are regular text ad units
with graphic treatments that change seasonally and by geography). Google than share the
majority of the revenues generated from these ads with the
Competitive ad filters. Web sites can block competitive ads, or other ads they want to
keep off their site, simply by telling us which URLs to block.
Reports. Publishers can view customizable reports about their AdSense performance.
Sensitive content filters. At times, certain ads may be inappropriate for some pages. For
example, Google automatically filters out ads that would be inappropriate on a new page
about a catastrophic event.
Choose default ads. In the unlikely event that Google is unable to serve targeted ads on a
page, it offers web sites the option of displaying a default ad of their choice.
Google AdSense for Domains and Feeds: Google AdSense for domains allows owners of
undeveloped domains that receive traffic from users typing generic terms into browsers or search
to generate revenue from relevant advertising. AdSense for feeds is a free program that allows
publishers to monetize their feedsuser-subscribable content streams containing structured data
such as stock and financial information, web blog posts, and weather reportsthrough text ads
targeted to the content of the feed. Like AdSense for search or content, Google shares the
majority of the advertising revenue from AdSense for domains and AdSense for feeds with the
domain owner or feed publisher.
Google Television Ads: Google Television Ads is a product that allows advertisers to use
their AdWords account to create television campaigns. Advertisers can use our online advertising
platform to place and monitor the effectiveness of their television ads, enhancing relevance and
accountability.
Google AdSense for Audio and Audio Ads: Google AdSense for Audio is an early-stage
product for radio broadcasters that automatically schedules and places advertising into radio
programs, with the objective of increasing revenue for broadcasters by making their ad inventory
available to new advertisers and decreasing the costs associated with processing advertisements.
Google Audio Ads makes radio advertising easier for small and large businesses by providing an
online interface for creating and launching radio advertising campaigns.
Displaying Advertising: Display advertising is internet advertising that typically includes
static or animated images as well as interactive audio or video media, such as the banner ads
you see on the tops or sides of many popular web sites. Google's goal is to make it easy for
anyone to use display advertising. They want advertisers to realize a better return on their
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display advertising campaigns and publishers to maximize the value of the content on their
web sites by providing tools, platforms and channels for ad management and delivery.
Google completed acquisition of DoubleClick in March 2008 and is in the process of
integrating Doubleclick's online ad serving and management services into Google's
advertising solutions. DoubleClick provides Google with a platform for delivering display
advertising. DoubleClick also provides services related to the delivery of display advertising,
including media planning, buying, implementation and measurement tools for advertisers and
agencies and forecasting and reporting tools for publishers. Through these tools it also
provide publishers with access to agencies and advertisers to help them sell their advertising
inventory and ways to streamline the ad sales process.
Google also offers advertising solutions on YouTube in a range of video, static or
animated images, and interactive formats.
4.3 SALES AND SUPPORT

Google has put significant effort into developing its sales and support infrastructure. It has
over 65 offices in over 30 countries, the large majority of which includes sales people. It deploys
specialized sales teams across vertical markets. It brings businesses into advertising network
through both online and direct sales channels. Google works to use technology and automation
wherever possible to improve the experience for its advertisers and to grow its business costeffectively. The vast majority of its advertisers uses the automated online AdWords program to
establish accounts, create ads, target users and launch and manage their advertising campaigns.
Google's direct advertising sales team focuses on attracting and supporting companies around
the world with the largest advertising budgets. Google AdSense program follows a similar
model. Most of the web sites in the Google Network sign up for AdSense using an automated
online process. Its direct sales force focuses on building AdSense relationships with leading
internet companies. Google's display program, which includes Double-Click and YouTube, also
follows a similar model. Most advertisers and publishers sign up using an automated online
process. Its direct sales force focuses on attracting and supporting advertisers and publishers
around the world. Google's global support organization concentrates on helping its advertisers
and Google Network members to get the most out of their relationship with Google.
4.4 GOOGLE IN STOPPABLE

In this ever-changing competitive world, no company can rest assured of its success.
Every company, irrespective of whether it is big or small, has to put continuous efforts to come
up with innovative business ideas and thus achieve the ultimate objective of being profitable. So
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is the case with Google that, a company started in 1998 had grown many folds and from 2001
onwards it had been acquiring companies to enlarge its offerings from just search-engine to
Media Company.
It is an unwritten rule that if something is not found on Google, it probably doesn't
exist.Google's every announcement from Googleplex is now viewed as a signal for an
impending war against competitors while it still believes its "Doing No EvilGoogle aims to use
smart technology, deployed on a massive scale, to quickly make the market advantage.
Since 2001, Google has acquired many companies, primarily small venture capital-funded firms.
In 2004, Google acquired Keyhole, Inc.[82] The start-up company developed a product called
Earth Viewer that gave a three-dimensional view of the Earth. Google renamed the service
to Google Earth in 2005. In October 2006, Google announced that it had acquired the videosharing site YouTube for US$1.65 billion in Google stock, and the deal was finalized on
November 13, 2006.[83] Google does not provide detailed figures for YouTube's running costs,
and YouTube's revenues in 2007 were noted as "not material" in a regulatory filing.[84]In June
2008, a Forbes mag azine article projected the 2008 YouTube revenue at US$200 million, noting
progress in advertising sales.[85]
On April 13, 2007, Google reached an agreement to acquire DoubleClick for $3.1 billion, giving
Google valuable relationships that DoubleClick had with Web publishers and advertising
agencies.[86] Later that same year, Google purchased GrandCentral for $50 million.[87] The site
would later be changed over to Google Voice. On August 5, 2009, Google bought out its first
public company, purchasing video software maker On2 Technologiesfor $106.5 million.
[88]
Google also acquired Aardvark, a social network search engine, for $50 million, and
commented on its internal blog, "we're looking forward to collaborating to see where we can take
it".[89] In April 2010, Google announced it had acquired a hardware startup, Agnilux.
In addition to the many companies Google has purchased, the company has partnered with other
organizations for research, advertising, and other activities. In 2005, Google partnered
with NASA Ames Research Center to build 1,000,000 square feet (93,000 m2) of offices.[91] The
offices would be used for research projects involving large-scale data
management, nanotechnology,distributed computing, and the entrepreneurial space industry.
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Google entered into a partnership with Sun Microsystems in October 2005 to help share and
distribute each other's technologies.
On February 6, 2013, Google announced it had acquired Channel Intelligence for $125 million.
Channel Intelligence, a technology company that helps customers buy products online, is active
globally in 31 different countries and works with over 850 retailers. Google will use this
technology to enhance its e-commerce business.[123]
The official confirmation of Google's acquisition of the Israel-based startup Waze occurred in
June 2013. Waze is promoted as a "community-based traffic and navigation app".[124]
Following the acquisition of Waze, Google submitted a "10-Q" filing with the Securities
Exchange Commission (SEC) that revealed that the corporation spent US$1.3 billion on
acquisitions during the first half of 2013. The filing also revealed that the Waze acquisition cost
Google US$966 million, instead of the US$1.1 billion figure that was initially presented in media
sources.[124][125][126]
The 2012 acquisition of WIMM Labs, a company that previously made an Androidpowered smartwatch, was confirmed in August 2013. As of August 31, 2013, Google has not
publicly commented on the news concerning WIMM Labs.
4.5 COMPETITION
Google operates in a market that is very well characterized by rapid change and
converging, as well as the new and the disruptive technologies, and Google face formidable
competition in every aspect of its business, particularly from companies that seek to connect
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people with information on the web and provide them with relevant advertising. Currently, it
considers its primary competitors to be Microsoft Corporation and Yahoo! Inc.
It faces competition from other web search providers, including start-ups as well as
developed companies that are enhancing or developing search technologies. It competes with
internet advertising companies, particularly in the areas of pay-for-performance and keywordtargeted internet advertising. Also, it may compete with companies that sell products and
services online because these companies, like it, are trying to attract users to their web sites to
search for information about products and services. Google also provides a number of online
products and services, including Gmail, YouTube, and Google Docs, that compete directly
with new and established companies that offer communication, information, and
entertainment services integrated into their products or media properties. It also compete with
web sites that provide their own or user-generated content and provide advertising to their
users.
.. .and Google made it true !!!
Focus on the user and all else will follow
Customer centric approach
It's best to do one thing really, really well
Core Competency
Fast is better than slow
That's how business works
Democracy on the web works
Reason for success
You don't need to be at your desk to need an answer Mobility

You can make money without doing evil
Money Beyond Share market
There's always more information out there
Knowledge is key
You can be serious without a suit
be free in your office
Great just isn't good enough
Don't stop till you get enough
4.6 Price attraction
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Google competes to attract and retain relationships with users, advertisers and Google
Network members and other content providers in different ways:
Users. Google compete to attract and retain the users of their search and communication
products and services. Most of the products and services it offer to users are free, so it do
not compete on price. Instead, it compete in this area on the basis of the relevance and
usefulness of its search results and the features, availability and ease of use of its
products and services.
Advertisers. It also competes to attract and retain advertisers. It competes in this area
principally on the basis of the return on investment realized by advertisers using
Google's' AdWords and AdSense programs. Google also compete based on the quality of
customer service, features and ease of use of its products and services.
Google Network members and other content providers. It competes to attract and retain
content providers (Google Network members, as well as other content providers for
whom it distributes or license content) primarily based on the size and quality of
Google's advertiser base, Google's ability to help these partners generate revenues from
advertising and the terms of the agreements.
5.1 CASE OF: " WINNING BACK THE SNATCHED AD WAR
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Flying to Spain in the fall of 2004, Sergey Brin and Larry Page received some bad news.
OmidKordestani, head of worldwide sales, notified his bosses that Yahoo had beaten Google in a
competition to be the exclusive provider of ads for AOL's European Internet service. Brin, who
badly wanted the AOL business in Europe, was determined to see what he could do to reverse
the situation. An earlier deal between Google and AOL had sent the search engine's presence in
the U.S. soaring, and it needed that sort of momentum in Europe too. For several years, Yahoo
had been providing ads to AOL's 6.3 million computer users in England, France, and Germany,
as well as to various AOL-affiliated Web sites. And in this latest competition Yahoo had bested
Google very simply: it had offered more money and better terms. Without asking too many
questions, Brin sprang into action, giving his man on the ground, Kordestani, a forceful
directive: notify Philip Rowley, head of AOL Europe, that Google's founders were diverting
their flight and would land inLondon instead. They wanted to meet with him personally, and
they wanted to do it that day. He also instructed Kordestani to raise Google's offer for the AOL
Europe business.
Rowley flatly turned Kordestani and Google down, telling him that AOL had made a deal
with Yahoo. "That is the way it is going to go," Rowley said. "The process is done."
Sergey Brin refused to take no for an answer. From 30,000 feet, he ordered Kordestani to
guarantee Rowley that he and AOL would benefit enormously from meeting with him and Page,
and to wait before signing any deal with Yahoo. He added that it meant an enormous amount to
him personally to be given the chance to talk with Rowley himself. Their flight was en route to
London, he added, and he wanted to know where and when to meet Rowley later that day.
Rowley, unsure how to proceed, contacted America Online headquarters in Virginia, next
to Dulles International Airport. There, Chief Executive Officer Jon Miller, who had signed off on
the Yahoo deal, got word fro
m Rowley that Google's top brass were on their way to London
to meet with him. Rowley told Miller that Brin and Page had sent a message saying that they
placed a high personal priority on winning the AOL Europe business. Miller, a bright, highly
analytical executive, knew the guys and admired Google greatly. But he and Rowley had a
problem. They already had notified Yahoo that it had won the competition for AOL Europe.
Miller decided that if the Google Guys came to London and merely topped Yahoo's latest offer
slightly, AOL would stick by the Yahoo deal. If, on the other hand, Google took things to totally
new heights, then the fair thing to do, since no documents had been signed, would be to reopen
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the process and let Yahoo know about Google's surprise bid. Rowley decided to arrange a
confidential, off-site meeting with Brin and Page, and keep Miller in the loop. In a room at the
hotel, Brin and Page met with Rowley and quickly put an irresistible, lucrative, risk-free offer on
the table. It included a financial guarantee of tens of millions of dollars, higher than anything
Google or Yahoo had bid previously. There was no need to haggle. Rowley summoned a small
AOL deal team to the hotel, and Brin and Page called in their own deal guys. As the leaders of
Google and AOL Europe met in one room, their teams pounded out the details of a proposed
multiyear contract in another room. Whenever a question or issue arose, a member of one or
both teams would check in with the bosses, and it would be resolved on the spot. With things
moving fluidly, Rowley could see that Brin and Page were personally committed to winning
AOL's business, so he excused himself and called Miller at the company's headquarters in
Virginia.
Miller, who had been looking for ways to boost AOL's business prospects, was stunned
by the surprisingly good news from London. After hanging up with Rowley, he walked down
the hallway to find his senior aide, John Buckley.
"Something interesting is going on in Europe," Miller told Buckley. "Google has come
in with an offer that is significantly better than Yahoo's. The right thing is to let Yahoo
get in the game."
Miller, who was in the midst of discussions with Yahoo about various matters with
the implicit understanding that Yahoo had won the AOL business, now wanted AOL to
inform Yahoo executives about the potential changes in the deal. Rowley contacted Yahoo
immediately and told executives there that Google had substantially topped its bid with a
financial guarantee, so AOL had reopened the process and would be willing to entertain a
revised offer from Yahoo. There was a very big gap between the two offers, Rowley told
Yahoo.
A short time later, Yahoo officials, miffed over the way things had been handled and
upset about the direction they were heading, informed AOL that they were not going to get
into a bidding war for the deal.
The success mantra for the deal:
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Competitive and driven, Brin enjoyed diverting the private jet and going after the
deal. He had the charisma, persuasive personality, and innate skill to make business deals
happen. And he didn't want to miss out on this opportunity to power Google's global growth
without giving it his best shot. As senior executives and Google's biggest shareholders, Brin
and Page had the authority to make enormous, long-term financial commitments that
Kordestani could not.
He actually had long term view for growth. The decision of topping the offer again
with larger financial difference was mainly made by calculating the trade-off with missing
the deal. Their physical presence made a big difference.
Brin and Page demonstrated that they not only were visionary founders of a business
and technologists but also hands-on managers and aggressive businessmen. It was unusual to
find engineers with their persistence and deal- making skills. This, is a distinguishing feature
that sets Google apart from many other companies.
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5.2 CASE OF: " RIGHTMOVE FALLS ON REPORT GOOGLE MAV

START FREE PROPERTY SITE
Google, owner of the world's most popular search engine, is talking to U.K. real estate
brokers about setting up an online property portal next year that's similar to one created in
Australia that's free to property brokers, the Financial Times reported without saying where it
got the information. The site would fund itself with advertising revenue, the paper said.
Rupert Murdoch's News Corp., the Daily Mail and General Trust Pic, as well as Tesco
Pic, the U.K.'s largest supermarket, chain, have all tried without success to challenge
Rightmove's dominance of online property listings. In the first half, users visited 3.2 billion
pages on Rightmove's Web site.
"Clearly having the might of Google behind it will make this latest threat appear more
credible.
Rightmove, which charges property brokers for access, was trading at 499 pence as of
12:59 p.m. local time (December 3, 2009), giving the company a market value of 588 million
pounds ($978 million).
This tell us that, we need to be present innovately and challenge fully to capture the
market share which every one fears to do it. This itself gives the lead in the business
transitions and ultimately leads towards innovation. Leading to be Present Everywhere Than
Somewhere.
"Be the Change Leader and not the Change Follower
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6.1 The WORD-OF-MOUTH PROMOTION
Since the inspection, Google has not advertised and spent any fortuned earned. The
Google guys always believed on word- of-mouth publicity. Firstly, when they started google
they spread the word in their Stanford University among the fellow students and professors.
Google has brought many products with frequent technology updates and acquisitions.
Google follows the system of positioning its new products in the Google Labs to test the usage
by its customers which will be promoted to the beta status. Beta is the test version of any
product introduced by Google to test the success of new products in the market. Once the
product reaches the premium quality, beta label is removed and it is moved as the core product
of Google. Google introduced many new products like Google SMS, Google Groups, Google
Mini, and Google earth to the users.To promote its advertising business, Google expands its
partnership in various aspects.
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6.2 GOOGLE - GREAT PLACE TO WORK FOR !!!
Google Canada isn't just Canada's favourite Internet search engine. According to the
results of the 2009 Great Place to Work Institute survey, it is also the number- one best place to
work. Despite having 20,000 employees worldwide, Google has managed to maintain its smallcompany feel through innovative HR practices that include a culture with very little hierarchy,
kitchens stocked with healthy food that serve as a social hub, and unexpected perks that such as
in-house massages.
California-based Shannon Deegan, director of People Operations, Global Sales and Business
Development at Google, says, "That we are seen by our employees as a great place to work is a
real honour."
Eric Moms, a Toronto based senior account executive with Google, joined the company
seven years ago and says, "Google has kept the great aspects of a small, nimble and innovative
company from when it was 500 people to today." He describes Google's work environment as
more than an office where people work from 9 a.m. to 5 p.m. "It's not just a bunch of cubicles,
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work spaces, desks and meeting rooms, but also a social environment where coworkers can
collaborate in a less formal but more impactful environment." He particularly likes that the
kitchen or games room draw people together from various areas of the company.
Mr. Deegan says Google relishes that opportunity for interaction between its employees.
Outside of the physical environment of collaboration, the company's "20 per cent time" program
enables employees to work together or separately on something other than their typical job for
one day out of five. "We want to foster a culture of innovation, and that may mean working on a
kernel of an idea and collaborating on it with others," says Mr. Deegan. Both Gmail and Google
Earth Outreach came out of some well-used 20 per cent time. His advice to other companies
who say they can't afford to feed their employees three meals a day is to first focus on
transparency.
"Google does this better than anywhere else I've been. On Fridays we have TGIF, where
company executives join founders Sergey Brin and Larry Page, and CEO Eric Schmidt, to
address employees and answer any questions they have about Google," says Mr. Deegan. "It is
inspiring to see, and when the CEO tells everyone what his presentation to the board is this
quarter, it underscores that we are all in this together." Google's hiring practices also favour
open communications. "It's very democratic. Rather than just a senior manager imposing a new
hire on everyone else, multiple rounds of interviews take place, with peers as well as
managers,1' says Mr. Morris. "I love that my employer gives me some say in the direction of the
company and who I'll be working with. It is a vote of confidence."
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6.3 Googles Perks and Beneflts:
Up to $8,000/year in tuition reimbursement.
On-site perks include medical and dental facilities, oil change and bike repair, valet
parking, free washers and dryers, and free breakfast, lunch, and dinner on a daily basis
at 11 gourmet restaurants
Unlimited sick leave.
27 days of paid time-off after one year of employment.
Global Education Leave program enables employees to take a leave of absence to
pursue further education for up to 5 years and $150,000 in reimbursement.
Free shuttles equipped with Wi-Fi from locations around the Bay Area to headquarter
offices.
Classes on a variety of subjects from estate planning and home purchasing to foreign
language lessons in French, Spanish, Japanese and Mandarin.
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6.4 WHAT DO EMPLOYEES SAY?

When asked "Is there anything unique or unusual about this company that makes it a great place
to work?", here's what employees at some of the Best Workplaces had to say
Credibility:
"Our boss is not above doing any job. He will work at any job level, thereby gaining respect and
loyalty of other team players."
Respect
"Management truly encourages and expects individuals to care for themselves before work.
They understand personal lives are more important than jobs."
Fairness
"I know that when I have a concern or difference of opinion with my supervisor, I can count on
him to give me unbiased feedback and a different perspective. Whether he supports me or not, I
know that he will give honest opinions and offer as many solutions as possible."
Pride
"I feel as though I make a difference. My job allows me latitude to make decisions and
implement them in order to get the job done. At the end of the day, I can look back and see what
I have been able to accomplish with a great feeling of satisfaction."
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7.1 GOOGLE'S BUSINESS MODEL FOR REVENUE GENERATION
Since its inception in 1997 until 2000, Google did not have a specific business model for
revenue generation. It was in 2001, when Eric Schmit (chairman and CEO of Novell) became
the new CEO of Google and took the initiative to create a new business model for Google. This
new business model based on Google advertising programs enabled by millions of search engine
users everyday had transformed Google from a search engine company to a business enterprise.
Google search became a big hit within 3 years of its site launch with increased trafficking
caused by a word-of-mouth promotion and its efficiency in providing answers to more than 200
million searches/day. Based on increased trafficking to its site, it developed its business around 2
chief activities - online advertising program and search services.
This model generated most revenues and profit for Google from both Google's search
site and partner sites that displayed Google's sponsored links. It catered to its clients through
"Google Web Search" and "Google Site Search" that led to more than half of Google's revenue
generation. Google's revenue model was anchored in intensifying the visibility and traffic of its
business partners of any size, reducing their marketing costs, making them succeed, and helping
them in tracking their returns on investment.
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Google has also generated revenue by providing its search technology to other
companies and by advertising displayed on Google and on other websites. Google's technique of
providing only pertinent and useful advertising and advertisements to the users have paved way
for enormous revenue generation. The pricing scheme is based on cost-per-click where,
advertiser has to pay only for the no. of times its ad is clicked and also pay for the keyword
purchased by them. Google uses AdWords and AdSense for revenue generation.
Equation for Calculating Google's Revenue

Revenues = (user) x (queries/user) x (ads/query) x (clicks/ad) x (revenue/click)
So, Google generates revenue by :
AdWords
Adsense
Licensing of search engine
Strategic Partnership with other websites
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7.2 REVENUE SOURCES AND ITS CONTRIBUTION
Everybody knows that Google Inc. innovations in search technology made it No.l search
engine.
Advertising revenues made up 99% of its revenues in 2006 and 2007 and 97% of its
revenues in 2008. Google derives most of its additional revenues from offering internet ad
serving and management services to advertisers and ad agencies, the license of web search
technology and the license of search solutions to enterprises.
Google AdWords is automated online program that enables advertisers to place
targeted text-based and display ads on Google's web sites and Google's Network member's
web sites. Most of AdWords customers pay on a cost-per- click basis, which means that an
advertiser pays only when a user clicks on one of its ads. Google also offer AdWords on a
cost-per-impression basis that enables advertisers to pay us based on the number of times
their ads appear on Google's web sites and Google's Network members web sites as
specified by the advertiser. Google's AdWords agreements are generally terminable at any
time by our advertisers.
Some of Google's innovations are only now being matched. For instance, Yahoo gives
the top spot on its search results page to the advertiser who pays the most per click. But
Google maximizes the revenue it gets from that precious real estate by giving its best position
to the advertiser who is likely to pay Google the most in total, based on the price per click
multiplied by Google's estimate of likelihood that someone will actually click on the ad.
Google AdSense refers to the online programs through which they distribute advertisers
AdWords ads for display on the web sites of Google's Network members as well as programs
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to deliver ads on television and radio broadcasts. AdSense programs include AdSense for
search and AdSense for content.
AdSense for search is online service for distributing relevant ads from advertisers for
display with search results on our Google Network members' sites. To use AdSense for
search, most of Google's AdSense for search partners add Google search functionality to their
web pages in the form of customizable Google search boxes. When visitors of these web sites
search either the web site or the internet using these customizable search boxes, relevant ads
are displayed on the search results pages, targeted to match user search queries. Ads shown
through AdSense for search are text ads.
AdSense for content is online service for distributing ads from advertisers that are
relevant to content on Google Network members' web sites. Under this program, Google uses
automated technology to analyze the meaning of the content on the web page and serve
relevant ads based on the meaning of such content. For example, a web page on an
automotive blog that contains an entry about vintage cars might display ads for vintage car
parts or vintage car shows. These ads are displayed in spaces that AdSense for content
partners have set aside on their web sites. AdSense for content allows a variety of ad types to
be shown, including text ads, image ads, Google Video Ads, link units (which are sets of
clickable links to topic pages related to page content), themed units (which are regular text
ads with graphic treatments that change seasonally and by geography) and gadget ads (which
are customized "mini-sites" that run as ads on AdSense publisher web sites).
For online AdSense program, advertisers pay us a fee each time a user clicks on one of
advertisers' ads displayed on Google Network members' web sites or, for those advertisers
who choose cost-per-impression pricing, as their ads are displayed. To date, Google have paid
most of these advertiser fees to Google Network members, and expects to continue doing so
for the foreseeable future. Google recognizes these advertiser fees as revenue and the portion
of the advertiser fee they pay to Google Network members as traffic acquisition costs under
cost of revenues. In some cases, Google guarantee Google Network members minimum
revenue share payments based on their achieving defined performance terms, such as number
of search queries or advertisements displayed. Google Network members do not pay any fees
associated with the use of AdSense program on their web sites.
Google's agreements with Google Network members consist largely of uniform online
"click-wrap" agreements that members enter into by interacting with our registration web
sites. The standard agreements have no stated term and are terminable at will. Agreements
with larger members are individually negotiated. Both the standard agreements and the
negotiated agreements contain provisions requiring to share with the Google Network
member most of the advertiser fees generated by users clicking on ads on the Google
Network member's web site or, for advertisers who choose cost-per-impression pricing, as the
ads are displayed on the Google Network member's web site.
42 | P a g e

Google TV Ads enables advertisers, operators and programmers to buy, schedule,
deliver and measure ads on television. Google recognizes it as revenue the fees charged
advertisers each time an ad is displayed on television. Google Audio Ads enables the
distribution of advertisers* ads for broadcast on radio programs. Google recognizes it as
revenue the fees charged advertisers each time an ad is broadcasted or a listener responds to
that ad.
In the first quarter of 2008, Google acquired DoubleClick, a company that offers
online ad serving and management services to advertisers, ad agencies and web site
publishers. Fees derived from hosted, or web-based applications, such as the fees received
for DoubleClick, are recognized as licensing and other revenues in the period the
advertising impressions are delivered.
Factors that influence the success of Google's advertising programs includes the
following:
The relevance, objectivity and quality of search results and the relevance and
quality of ads displayed with each search results page.
The number of searches initiated at Google's sites and at Google Network members'
web sites and the underlying purpose of these searches (for instance, whether they
are for academic research, to find a news article, or to find a product or service).
The number and prominence of ads displayed on Google's sites and Google
Network members' web sites.
The number of visits to, and the content of, Google Network members' web sites
and certain of Google's sites and the relevance and quality of the ads displayed
next to its content.
The advertisers' return on investment from advertising campaigns on web sites or

Google Network members' web sites compared to other forms of advertising.
The total advertising spending budgets of each advertiser.
The number of advertisers and the breadth of items advertised.
43 | P a g e
The executive officers as of 2011 are set forth below:

Name
Age
Eric Schmidt
Position
Chairman of the Board of Directors, Chief Executive
53
Officer and Director
Sergey Brin
35
President of Technology and Director
Larry Page
OmidKordestani
36
President of Products and Director

Senior Vice President of Global Sales and Business
45
David C.
Development
Senior Vice President of Corporate Development,
Drummond
Patrick Pichette
Jonathan J.
45
46
Chief Legal Officer and Secretary

Senior Vice President and Chief Financial Officer
Rosenberg
47
Senior Vice President of Product Management
Shona L. Brown
Alan Eustace
42
52
Senior Vice President of Business Operations

Senior Vice President of Engineering and Research
12.5 EXECUTIVE OFFICERS
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8.1 SOCIAL RESPONSIBILITY -GOOGLE'S WAY OF GIVING IT BACK.

Google's reach spans the globe, yet they hope that by aggressively applying its
resources to address the world's most significant social problems, google.org [Google's
philanthropic arm] will one day surpass the parent company's worldwide influence.
Google.orgs staff:
Google spent a over a year doing research before it launched Google.org. It currently
has a staff of 40 with widely diverse backgrounds. A former assistant secretary of energy for
the U.S. government, a former vice president at Goldman Sachs, and an epidemiologist are
just the few members of the team of experts at Google.org.
Larry Brilliant is the first executive director of Google.org. Around the time of his
appointment in Feb. 2006, Brilliant said: "In 10 years, Vd like people to say Google changed
the way less for its search engine than for the way it changed philanthropy to make the world
a better place."
The initiatives that took shape after the google.org was launched are discussed as:
Googling your genes.

Cause of affordable and clean burning fuel.
Google ventures.
Google, Gates, Indian Diaspora Bet on Children
45 | P a g e
8.1.1" GOOGLING YOUR GENES

Sergey Brin and Larry Page have ambitious long-term plans for Google's expansion into
the fields of biology and genetics through the fusion of science, medicine, and technology.
Their goal-through Google, its charitable foundation, and an evolving entity called Google.org
is to empower millions of individuals and scientists with information that will lead to
healthier and smarter living through the prevention and cure of a wide range of diseases.
One of the most exciting Google projects involves biological and genetic research that
could foster important medical and scientific breakthroughs. Through this effort, Google may
help accelerate the era of personalized medicine, in which understanding an individual's
precise genetic makeup can contribute to the ability of physicians and counselors to tailor
health care treatment, rather than dispensing medications or recommending treatments based
on statistics or averages. New insights, new medicines, and the use or avoidance of certain
foods and pharmaceuticals for people with specific genetic traits are among the possible
outcomes Over dinner and plenty of wine in February 2005, Sergey Brin discussed the
prospects for genetics and Google with the maverick biologist Dr. Craig Venter. Venter, who
had decoded the human genome, was in the midst of gathering oceanic samples from around
the world and sending them back to the U.S. for analysis of nature's DNA. Despite millions of
dollars in funding and thousands of hours of computing time from the federal Department of
Energy, Venter needed more help to unlock the molecular mysteries of life. It seemed to him
that Google's mathematicians, scientists, technologists, and computing power had the potential
to vault his research forward. He pressed Brin hard to get Google involved. Venter may have
discussed matters with Brin first, but he bonded with Larry Page too. In April of 2005, Page
invited Venter to join him as a member of the board of directors of a foundation encouraging a
private space race. The X Prize Foundation is fashioned after the Orteig Prize won by Charles
Lindbergh in 1927 for his New York-to-Paris flight. Its stated mission is to promote
competitions to foster breakthroughs in space travel and related technologies.
8.1.2 CAUSE OF AFFORDABLE AND CLEAN-BURNING FUEL

Among the other innovations that Sergey Brin and Larry Page would like to see Google
and other firms achieve in the future is the production of affordable, clean-burning fuel that does
not harm the environment. The source for this power is likely to be the sun. This area of research
46 | P a g e

is important to Page, who for years has focused on the enormous quantities of electricity needed
to power Google's network of hundreds of thousands of computers.
While it is possible that some of Venter's biological research may lead to discovery of
alternative fuels, Brin, Larry Page, and his brother, Carl Page Jr., are investors in Nanosolar,
Inc., a privately held California company that is developing solar cells for commercial,
residential, and utility use. Nanosolar specializes in "thin-film solar cells"; the advantage of
these cells is that they can be printed on plastic sheets that can be integrated into roofs, walls,
and other surfaces transparently, eliminating the typical solar cell eyesore. The company has a
$10.5 million grant from the federal Defense Advanced Research Projects Agency (DARPA),
which provided funding for the" creation of the Internet. Given that one of Google's potential
limitations on growth is the availability and cost of electricity, the involvement of Brin and Page
in Nanosolar and in other energy-related experiments and investments is a logical extension of
their future plans for Google and Google.org.
While Brin, Page, and Google search for new sources of energy, the U.S. Department of
Energy is investing heavily in genetics and biotechnology. The DOE is backing Craig Venter
and related scientific research at an $80 million annual rate to support its own foray into
genomics. The department's career employees are keenly aware of the role Google may play in
contributing to solutions to some of the earth's biggest and most complexchallenges. Ari
Patrinos, who headed these DOE efforts, is a big fan and heavy user of Google. He turns to it an
estimated 50 to 100 times daily, and fully appreciates its potential as a force and a partner in the
search for answers to the world's dearth of clean, renewable sources of power. Both DOE and
Google, each in its own way, are supporting biological research by Venter and others aimed at
solving serious long-term problems.
"Google is getting into the biology business as they have gotten into other fields. I don't
think the government has tried to do anything comparable to Google," Patrinos said. "We have
been stressing the importance of advanced scientific computing research and information
research that Google is helping to enable. It was an alien concept for most biologists until
recently. The genome revolution has exploded in the production of vast amounts of data we need
to analyze, process, and use. Search engines are extremely important for the biological data we
have collected. It is the only way we will be able to exploit this treasure trove. The search
engines have become sophisticated enough to identify functional elements of individual genes
and proteins. These are not blind searches. There are pieces of this software that are almost like
artificial intelligence."
47 | P a g e
8.1.3 WELCOME TO GOOGLE VENTURES

Google Ventures seeks to discover and grow great companies - they believe in the power
of entrepreneurs, to do amazing things. They are studying a broad range of industries, including
consumer Internet, software, hardware, clean-tech, bio-tech and health care. They invest
anywhere from the seed to the mezzanine stage and embrace the challenge of helping young
companies achieving their growth from their garage to the global relevance. Their team includes
entrepreneurs, investors and innovators, along with some 20,000+ exceptional Googlers whose
breadth of knowledge, experience and creativity constitute perhaps their own most valuable
resource. You don't have to be a potential Google acquisition for them, they want to work with
you; they are out to build great companies.
What is the focus of the fund?
Google Ventures is broadly interested in startups in industries including consumer Internet,

software, hardware, clean-tech, bio-tech, health care and others. First and foremost, we're
looking for entrepreneurs who are tackling problems in creative and innovative ways. As a
venture fund, however, we're also looking for investments with the potential for significant
financial return.
How much capital does Google Ventures invest?
We're able to invest amounts ranging from seed funding to tens of millions of dollars,
depending on the stage of the opportunity and the company's need for capital.
Does Google Ventures co-invest with other venture firms?
Yes, we welcome the opportunity to co-invest along with outstanding venture or strategic
partners.
How involved is Google Ventures with its portfolio companies?
We believe that our active involvement will help to create value, so we look to work with
management teams to maximize the impact of our investment and their technology or
innovation.
Does Google Ventures require a commercial arrangement with Google in order to

make an investment?
48 | P a g e

Not at all. We make our investment decisions independent of a company's relationship (or
lack thereof) with Google. We don't require our portfolio companies to work with Google in
any special way, although we certainly think there is a lot to be gained by doing so. Our goal
is to invest in the most promising and interesting entrepreneurial opportunities, and to build
great companies in comming period.
Will other groups within Google still be making their own investments?
Google Ventures is Google's primary vehicle for venture-style investments.
Is Google Ventures simply a strategic vehicle to make future acquisitions easy?
No, it isn't. Acquisitions by Google of portfolio companies are possible, but this is not the goal or
focus of our investment activities. Our focus is building great companies and generating long
term financial return.
Will you require your portfolio companies to use Google products?
No. We will, of course, provide whatever support is necessary to help our portfolio companies
grow, but this support won't necessarily involve any strategic placement of Google products or
parallel commercial agreements.
Does Google Ventures have a geographical focus?
Google Ventures is limiting its investment activities to companies within North America at this
time. While Google is a global company, and we realize innovation happens around the world,
this is a new fund and a small team, so we had to impose some geographical focus in order to
maximize our effectiveness.
49 | P a g e

ITS EVEN MORE SIMPLER TO GET AT GOOLE VENTURE
For getting any venture to be considered for funding, email is the best way to reach. Please limit
the presentation to no more than 20 slides or three typewritten pages. Unfortunately, due to the
large volume of email received, it's not possible promise a response to all inquiries. Email:
venturesfegoogle.com
Google Ventures, Mountain View:
Office Locations
Google Ventures, Cambridge:
1600 Amphitheatre
5 Cambridge Center, 4th Floor
Parkway
Cambridge, MA 02142
Mountain View, CA 94043
United States
United States
8.1.4 GOOGLE, GATES, INDIAN DIASPORABET ONCHILDREN

50 | P a g e

Yogi Patel, a retired chemical engineer and motel owner from Dallas, was nearing the
end of his presentation about the need to tackle illiteracy in India when he put up a slide
showing a thumb impression of his dad. "I've never needed anyone to tell me just how
important education is," Patel said to a gathering of the Indian Diaspora in Singapore. "I've
seen it in my own life."
Born into a poor, illiterate family in the western Indian state of Gujarat, Patel was
lucky to break free of the poverty trap. Several people from his community had prospered in
East Africa. They supported his studies.
Decades later, illiteracy and poverty are still feeding off each other in India, only the
scale of the problem is now much larger. Many of the 60 million children in India who are
currently of school-going age will struggle to escape a blighted future without timely help.
The list of efforts needed to enroll children in schools and keep them there may be
long and complex.
However, at 30 U.S. cents per child per year, the basic math, reading and writing
skills required to help young learners retain their interest in education and keep them from
dropping out of school are ridiculously cheap.
It's also critical enough to have caught the attention not just of wealthy Indian
communities overseas but also of the Menlo Park, California-based William and Flora
Hewlett Foundation and the Bill & Melinda Gates Foundation.
Opportunities Galore:
Together, the two charities offered to help 10 million students for three years by
pledging $9 million last year to Read India, an initiative of Pratham, a Mumbai-based notfor- profit organization for which Patel is a fund-raiser.
Google.org, the philanthropic arm of Google Inc., chipped in last month with a $2
million grant to help fund Pratham's annual survey of the qualitative aspects of primary
education in India.
51 | P a g e
9.1 THE FUTURE OF GOOGLE.ORG

Google.org's approach to philanthropy has gathered compliments from within the world
of corporate giving. Charles Moore, the executive director of Paul Newman's Committee
Encouraging corporate Philanthropy commented, "I respect companies' innovation in
addressing how they invest in their communities in all ways. I think what they're doing is quite
extraordinary and unique."
Google has taken on challenges that are too complex for any corporation, even though
it is developing a remarkable collaborative model working with citizens, governments,
existing nonprofits, an financial institutions in the countries it hope to serve. Google's foray
into renewable energy research might change the landscape of the energy industry given that
its success would make it a rival to companies who produce coal and oil. Will there be
backlash from companies who buy advertising from Google? These questions will be
answered over time. Meanwhile, Google's philanthropic efforts remain one more facet of the
company to watch that seems to thrive on doing things its own way and trying to change the
world for better through a pplication of its core competencies.
9.2 FUTURE OF GOOGLE AS A MEDIA COMPANY
To get a sense of where Google is going, it's helpful to look at its past and current
trends to see which strategies have generated revenue streams that have flowed steadily and
grown for the company. These are strategies it is likely to continue. Recent initiatives can also
be considered and where they might lead. But future courses of action for any company are, to
some extent, unpredictable Add to that Google loves secrecy and considers it a strategic tool.
Like all companies and other living entities, it is subject to fate - those components of its
environment that it can't control, such as world events, the weather, and the moves of
competitors.
52 | P a g e
9.3 Vision 2084
If Google grows with the same pace than it can be a one-stop-search destination,
keeping track of individual's daily life and playing the role of an artificial intelligence for its
users. The overwhelming virtual monopoly of Google already led to the equation "Google =
Internet"
Hyper-Google = the net itself then will know everything about us: Not only the way
people feel, the things they bought (and would like to buy) and searched for. "They're moving
from organizing information to organizing life, in starting up services that haven't been at the
core of their business, Google is experimenting to see if they can expand everyday interaction
with them."
Google don't try to do things which people already do well; it tries to do different
things. ... Why would it want to take its scare resources and do something that someone else had
already done? They never want to say never, but it doesn't make sense to ...They prefer to think
of themselves as one of the players in the information business.
9.4 FUTURE RISK

Google rely on a combination of patent, trademark, copyright and trade secret laws in the
U.S. and other ju risdictions as well as confidentiality procedures and contractual provisions to
protect its proprietary technology and its brand. They also enter into confidentiality and
invention assignment agreements with its employees and consultants and confidentiality
agreements with other third parties, and rigorously control access to proprietary technology.
The first version of the PageRank technology was created while Larry and Sergey attended
Stanford University, which owns a patent to PageRank. The PageRank patent expires in 2017.
They hold a perpetual license to this patent. In October 2003, they extended its exclusivity
period to this patent through 2011, at which point its license will become non-exclusive.
Any significant impairment of its intellectual property rights could harm their business or
their ability to compete. Also, protecting intellectual property rights is costly and time
consuming. Any increase in the unauthorized use of their intellectual property could make it
more expensive to do business and harm their operating results.
53 | P a g e
10. INNOVATIONS BY GOOGLE
ANDROID:
Google has left its mark in the Smartphone world as 80 percent of the Smartphones today are
powered by the companys Android Operating System. Even though Android is not an original
product of Google as it acquired the company that made the OS, Google treated the OS as its
own by adding its innovative touch to the software. Initially Android was meant to serve as an
OS for digital cameras, but Google turned it into mobile software much before Apple came out
with its iPhone.
Today, Android OS with its various versions that are named after a dessert or sweetener, is one
of the most popular softwares to be used because of its easy interface, wide range of free apps
and its open source nature that gives users option to update their Android versions on their
devices for free. Because of this, Android is popularly adopted as OS on mobile devices from
companies like Samsung, Huawei, ZTE, Micromax and Xiaomi.
54 | P a g e

CHROMEBOOKS:
The internet company has set its foot in the electronic world yet again with laptops called
Chromebooks. These laptops are meant for the connected generation and runs on Goolges
Chrome OS and does not support any applications made for Windows and Mac operating
systems. Chromebooks have a built-in media player and internet browser. The price for
Chromebooks starts at $250, which is cheaper than most tablets and laptops.
INTERNET BALLOONS:
55 | P a g e

Google recently launched its Project Loon, where it sent out air balloons strapped with
internet antennas into the stratosphere at a height of 20km. This project was launched to
connect the developing countries where internet connection is weak or almost nil. Through
this, Google aims to provide 3G speed via internet balloons which covers an area of 1,256 sq
m each
GOOGLE FIBER:
Google Fiber is an internet service which was launched in 2011 and provides a data packet
speed of 1GB per second. This service was first rolled out in Kansas and then to Missouri,
Texas and Utah in the U.S. Google Fiber comes out in different variants. The basic version
costs $70 and has 1TB cloud storage while the subscription with TV service offers 1TB data
on Google drive, 2TB digital recording and a free Nexus 7 tablet. There is also a free internet
offer which the company provides where users get 5Mbps speed but costs about $25 for
annual subscription.
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GOOGLE STREET VIEW:
In 2007, Google started the Street View project and over the years, the project has been
intercepted with several innovative features that set it apart from its competitors. Google
street view option comes along with Google maps, and when selected it provides a
panoramic, 360 degree street view imagery of various places around the world. Street view
also comes in a 3D version. Using street view, users can see the photos from around the
world right from their desktops, mobile devices and also can access it on Nintendo Wii U.
SMARTWATCH:
To compete with other electronics company manufacturers, Google is also stepping up the
57 | P a g e

game by exploring its potential in designing Smartwatches as it recently acquired WIMM
Labs, an expert in wearable technology. Google Smartwatch is expected to launch in 2014
and its applications are said to resemble Google Glass. Reports say that Google has unveiled
the Smartwatch at three Google meetings held at Mountainview, Manchester and Berlin and
global unveiling of this innovative gadget is yet to be seen.
GOOGLE GLASS:
Google Glass is a real-time product right out of a science fiction story. In 2012, Google
unveiled its first wearable device that comes with many features. The gadget can be used as
an extension of Android Smartphones and tablets and is used to capture photos and videos
from a wearers perception. It also supports phone calls, and user can check out maps, read
emails and text messages and perform various other tasks via voice commands.
Bangalore: Google turned 15 this year and has come a long way in terms of innovative
products and ideas. From the ultra-modern Google Glass to auto-driven cars, Googles
persistent zeal to achieve quality innovation in variety of fields never seizes to amaze us. As
compiled by TOI, here are 10 awesome innovations from Google to celebrate the companys
15 years of awesomeness.
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PASSWORD ALTERNATIVES:
Over the last few years, Google has improved its efforts to kill passwords forever.
Announcing its support to Fast Identity Online Alliance (FIDO), the company is working on
novel means to verify users identity when they access their online accounts. Motorola is
mixing science with health and is exploring the application of Proteus Digital Health pill,
which is has a unique ECG trace that can be used to identify users via external devices.
Dennis Woodside, CEO of Googles Motorola unit also spoke about flexible electronic
circuits that can be used as unique passwords by embedding them into peoples skin.
59 | P a g e
11. DATA INTERPRETATION AND ANALYSIS

1) Which search - engine do you prefer?
GRAPH-1
Result
Google
Yahoo
Msn
Ask
Conclusion: This clearly states that Google is the leader in search market. It should regularly
develop its offering and make its Googlers happy to be the undisputed leader.
60 | P a g e
2) How often do you use Internet?
GRAPH-2
Result
Daily
Few days a week
Monthly
Occasionaly
Conclusion: This says that 45 % of the people have access to internet daily. This is the source to
get the daily customers and retain them. Their needs should be studied to get this major part of
regular internet users.
61 | P a g e
3) How much time do you spend on internet?
GRAPH-3
Result
50
45
40
35
30
25
20
15
10
5
0
An hour
Couple of hours
Un-defined
Conclusion: This says that mostly users do not have a fixed assumption of pre-defined time
spent over internet. If Google provides more exiting content that user may be willing to spend
extra time to get benefited.
62 | P a g e
4) Which internet browser would you prefer?

GRAPH-4
Sales
Google Chrome
Mozilla firefox
Internet explorer
Conclusion: the result states that Google chrome is most preferred even though
internet explorer is its tough competitor.
63 | P a g e
5) Which site is the homepage of your browser?

(Open ended question.)
6) Which image comes to your mind, when you hear about 'GOOGLE?
GRAPH-5
Simplicity
With Ads.As to internet As a friend and

guide
Conclusion: 6 % People identifying Google as results and ads is a concern. Since,

Google firmly believes in differentiating its results and ads. This has worked good
for the company.
64 | P a g e
7) For what purpose do you use Google?
GRAPH-6
Result
40
35
30
25
20
15
10
5
0
Search
Social networking
Email
Exploring
Conclusion: Maximum people use Google to search something and secondly to use the
Email services.
65 | P a g e
8) How much time of your internet, do you spend on sites under

Google umbrella?
GRAPH-7
Results
40
35
30
25
20
15
10
5
0
25%
50%
100%
As per requirments
Conclusion: 40% says that they use sites under Google umbrella as per their requirement.
66 | P a g e
9) How do you rate Google for its service?
GRAPH-8
Result
Zero
1 to 4
5 to 8
9 to 10
Conclusion: 78 % voting for 9 to 10 stars out of 10 in a good thing. But, its essential to get
all rating between this criteria. As 21% of people surveyed had some dissatisfaction which
should be satisfied soon.
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10) Do you believe in authencity of Google?
GRAPH-9
Results
90
80
70
60
50
40
30
20
10
0
Yes
No
Conclusion: This shows that Google provides what its user wants and satisfies them. This helps
in trust building with users and helps to retain them.
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11) Are you willing to share your personal information with Google over
others?
GRAPH-10
Result
Yes
No
Conclusion: Its better if more people believes Google and are willing to share their personal
information, this shows the company's strength in data preservation. It also helps for the purpose
of growth.
12) Do you think there is any competitor of Google? If Yes then who?
(Open ended question)

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16.BIBLIOGRAPHY
www.investor.google.com
www.searchenginewatch.com
www.googlenewsblog.blogspot.com
www.marketwatch.com
www.googleblog.blogspot.com
www.hakin9.org
www.sanjose.bizjoumals.com
www.reuters.com
www.forbes.com
www.informationweek.com
www.compete.com
www.bloomberg.com
www.businessweek.com
www.imd.ch
www.bloomberg.com
www.picasa.com
Brand Royalty - Matt Haig

How GOOGLE changed the world - Virginia Scott
Case Studies On Brand Management - ICFAI Books
ICFAI Journal
Stanford Journal
Business Week
Annual repot 2008 of Google Inc.
The Times Of London
The Financial Times
New York Times
Hindustan Times
DNA (daily news and analysis)
70 | P a g e

ANNEXURE
NAME :__________________________________ GENDER : M
PROFESSION:__________________________________ AGE:__________
1. Which search - engine do you prefer?
Google
Yahoo
Msn
Ask
2. How often do you use Internet?
Daily
Few days a week
Monthly
Occasionally
3. How much time do you spend on internet?
An hour approx.
Couple of hours
Un-defined
4.Which internet browser would you prefer?
Google chrome
Mozilla firefox
Internet explorer
5. Which site is the homepage of your browser?

______________________________________________________________________________
______________________________________________________________________________
____________________________ .
71 | P a g e

6.Which image comes to your mind, when you hear about 'GOOGLE'?
Simplicity
With ads
As to internet
As a friend and guide
7. For what purpose do you use Google?
Search
Social networking
Email
Exploring
8. How much time of your internet, do you spend on sites under Google umbrella?
25%
50%
100%
As per requirement
9. How do you rate Google for its service?
zero
1 to 4
5 to 8
9 to 10
10. Do you believe in authencity of search results of Google?
Yes
No
11. Are you willing to share your personal information with Google over others?
Yes
No
72 | P a g e
12. Do you think there is any competitor of Google? If YES then who?
_____________________________________________________________________________
_____________________________________________________________________________
_______________________________.
-----------------------------------------THANK
YOU-------------------------------------------------------------------
73 | P a g e

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The success story of GOOGLE

The success story of GOOGLE

1.1 THE RISE OF SEARCH ENGINES

the historical contexts into which they

The success story of GOOGLE

Centralized and Replicated

Site Name Keywords

Site Name and Geographical

Centralized and Replicated

User and Domain Names

1.2 THE BIRTH OF GOOGLE a search engine

The success story of GOOGLE

Larry Page and Sergey Brin

1.3 GOOGLE- THE MEANING IN DICTIONARY

The success story of GOOGLE

The success story of GOOGLE

1.4 BUSINESS OVERVIEW

. It was incoiporated in California in September 1998 and reincoiporated in Delaware in August

The success story of GOOGLE

The success story of GOOGLE

2.2 HOW GOOGLE PROVIDES VALUE TO ITS USERS

Comprehensiveness and Relevance:. Google's search technologies sort through a vast

The success story of GOOGLE

2.3 PRODUCTS AND SERVICES FOR USERS.

The success story of GOOGLE

2.4 GOOGLE.COM - SEARCH AND PERSONALIZATION

Advanced Search Functionalityenables users to construct more complex queries, for

Search by Numberlets users do quick searches by entering shipping tracking numbers,

The success story of GOOGLE

The success story of GOOGLE

The success story of GOOGLE

The success story of GOOGLE

The success story of GOOGLE

3.3 GOOGLE GEOMAPS, EARTH AND LOCAL

3.4 Google Mobile and Android

The success story of GOOGLE

Google phone may refer to:

A phone running Google's Android OS

One of the phones of the Google Nexus family:

Google Ion, an HTC-manufactured Android developer smartphone,

Nexus One, an HTC-manufactured smartphone, released January 2010

Nexus S, Samsung-manufactured successor to the Nexus One, released

Galaxy Nexus, Samsung-manufactured successor to the Nexus S, released

Nexus 4, LG-manufactured successor to the Galaxy Nexus, released

Google Voice, a computer-based voice and video chat service

The success story of GOOGLE

USERS PRODUCTS AND SERVICES

Google web search technology uses a combination of techniques to determine the

The success story of GOOGLE

The success story of GOOGLE

4.1 Google AdWords

The success story of GOOGLE

The success story of GOOGLE

The success story of GOOGLE

4.2 GOOGLE ADSENSE

The success story of GOOGLE

The success story of GOOGLE

The success story of GOOGLE

4.3 SALES AND SUPPORT

4.4 GOOGLE IN STOPPABLE

The success story of GOOGLE

The success story of GOOGLE

The success story of GOOGLE