By: ITS A Group 6

Ankit Kaushik :
140101023
Chandan Anand :
140101044
Anushka Gulati :
140103027

Vedant Arora :
140103181
Mohit Nautiyal :
140201081

Google Search Timeline

Google 2020

The Business Model

Competitors
Mobile Software:
Apples iOS is the
major competitor of
Googles Android.

Cloud Business:
Amazon is the largest
provider of cloud
services

Search Advertising:
Facebooks collection
of personal data has
challenged Google
core business

Emerging Trends
Cloud computing offers 3 types of broad services mainly Infrastructure as a Service
(IaaS), Platform as a Service (PaaS) and Software as a Service (SaaS).
Google Cloud Platform is a part of a suite of enterprise solutions from Google for Work
and provides a set of modular cloud-based services with a host of development tools.
For example, hosting and computing, cloud storage, data storage, translations APIs
and prediction APIs

The field of analytics has grown many folds in recent years. Analytics is a process
which helps in discovering the informational patterns with data. The field of analytics
is a combination of statistics, computer programming and operations research
The field of analytics has shown growth in the field of data analytics, predictive
analytics and social analytics

The total global mobile applications market is expected to be worth US$25.0 billion
by 2015, out of which the Apple App Store will account for nearly 20.5% of the total
revenues. The global market is expected to record a CAGR of 29.6% from 2010 to
2015.
Has the potential to reach every corner of the world.

Proposed Strategy for 2020

According to Gartners estimate, there

will be 26 billion connected devices by
2020. As every product, service and
process becomes digitalized, the
product cloud may become more
valuable than the product itself.

Six transitions that will shape the future landscape:

From
From
From
From
From
From

Global to Personal
Hierarchies to Meshes
Fixed Assets to Fungible (replaceable) Assets
Devices to Connected Humans or things
Big Data to Algorithmic Business
Resources to Smart Materials

Proposed Strategy for 2020

Cloud
Googles ability
to scale
Use of BigQuery
Platform for
customer-centric
cloud solutions

Internet of
Things
New Data will drive
better advertising
New Data will drive
new businesses
Monetization of data
created and
collected by devices

Digital Apps
Creation and management
of digital apps
Digital marketing using
Google Analytics
User data collected to
study consumer behaviour

Google I.T Strategy-Risk Evaluation

Google generates 97%

of its revenue by selling
ads.
increases its reach by
expanding its visibility
to users by providing
services, creating more
opportunities to show
ads
mines the user data
which helps in getting
better consumer
Dramatic shift to mobile computing is posing a risk to every company
insights
and industry

Threats that Googles current I.T Strategy faces can be seen under the
following heads: Forked Android Variants
Slowing Internet Growth over Desktop

Google I.T Strategy-Risk Evaluation

Forked Android Variants

AOSP handsets dont
emphasize Google
services
Android is available in
2 formsi. Google endorsed
android
ii. Android Open Source
Project
Since Google is not a
hardware company,
having its services
center around Android
is an important way to
get engagement

Google I.T Strategy-Risk Evaluation

Slowing Internet Population Growth over

desktop

Googles entire data

is dependent on
data from personal
computing
Google has not
strategized any
monetization
strategies for mobile
focused services like
Google Now
Googles revenue
growth will slow or
decline if it does not
switch to Apple like
revenue model
based on integrated
hardware.

Google I.T Strategy-Risk Evaluation

Closed App Data

lack of scalability to index app

content could have a major
impact and risk on the current
business model.

web browser forming

only 20% of the smart
phone usage
Companies like Myntra
are going for app only
model
Today, apps data is
available to the
followingi. App publishers
ii. Facebook which has an
integration with upto
20,000 apps
Current initiative from
Google like Google Play
Games syncs games data
across devices

How Google Leverages Information Technology

Google leverages machine learning to

keep its data centers energy efficient

Google compiles an unbelievable

amount of sensor output data from its
data center to calculate the PUE
Google also amasses other data that
seems logical to aggregate like
weather conditions etc

In a dynamic environment
like a data center, it can
be difficult for humans to
see how all variable IT
load, outside temperature
etc interact with each
other

How Google Leverages Information Technology

Google has employed advanced

people analytics to reinvent HR
#1
Retention
Algorithm
s

#3 Smart
Hiring

#2
Diversity
Developm
ent

#4
Workplac
e Design

Conclusion

Roboti
cs
Conn
ected
Home

Weara
bles
iOT

Auto
motiv
e

Applic
ations
Adver
tising

Google is focusing its capital on

four major verticals: wearables, the
connected home, automotive
(connected cars), and robotics.
Google is off to the right start in
seeing the horizontal opportunity,
but focusing on vertical
applications
Gartner pegs the IoT services
market at $230 billion by 2020, and
Google has the resources to
potentially dominate in that market
Challenges:
How valuable is the data?
How do they reimburse
enterprises when they get
some of that data?
Or, alternatively, will the
enterprises not let them get
that data because it's more
valuable to the enterprise to
sell it itself?