Question

Question

- What's next for Google? Is the company right to put so much focus on Mobile?

GOOGLE

In 1998, two Stanford University PhD students, Larry Page and Sergey Brin, founded a search engine company and named it Google. The name plays on the number googol-1 followed by 100 zeroes—and refers to the massive quantity of data available online that the company helps users find. Google's corporate mission is "To organize the world's information and make it universally accessible and useful." As such, the company focuses first and foremost on creating the perfect search engine. Google search works because it uses the mil-lions of links on other Web sites to help determine which sites offer the most valuable content. The company has become the worldwide market leader for search engines through its strategic business focus and constant product innovation. Google creates and distributes its products for free, which in turn has attracted a host of online advertisers seeking targeted advertising space. About 96 percent of its revenues come from online advertising, which means that creating new advertising space is critical to the company's growth.

Google sells advertising space on its search pages through a program called AdWords, which is linked to specific keywords. Hundreds of thousands of companies use AdWords by buying "search ads," little text-based boxes shown alongside relevant search results that advertisers pay for only when users click on them. Google also runs an advertising program called AdSense, which allows any Web site to display targeted Google ads relevant to the content of its site. Web site oublishers earn money every time their visitors click on these ads. In addition to offering prime online real estate for advertisers. Google adds value by providing tools so oisinesses can better target their ads and understand effectiveness of their marketing. Google Analytics, for exac-ce. is '-ee to Google's advertisers and provides a custom racir: oetailing how Internet users found the site, what ads they sav and' or clicked on, how they behaved on the site, and Tiuc.,- traffic was generated.

With its ability to deploy data that enable up-to-the-minute improvements in a Web marketing program, Google supports a style of marketing in which the advertising resources and budget can be constantly monitored and optimized. Google calls this approach "marketing asset management," implying that advertising should be managed like assets in a portfolio depending on the market conditions. Rather than following a marketing plan developed months in advance, companies use the real-time data collected on their campaigns to optimize the campaign's effectiveness and be more responsive to the market. Since its launch, Google has expanded far beyond its search capabilities with numerous other products, applications, and tools that benefit both consumers and businesses. The goal behind each product was to help users find information they need and to help them get things done better, faster, and easier than before. As the world becomes more mobile, Google is bet-ting big in the mobile category. In 2008, Google launched Android, a mobile operating system that went head to head with Apple's iPhone.

The biggest differentiation between the two was that Android was free, open sourced, and backed by a multimillion-dollar investment. That meant Google wanted its partners to help build and design Android over the years. The investment paid off, and by 2010, Android became the number-one mobile operating system in the market. As Google expanded into mobile technology, it quickly became the leader in mobile advertising with 75 percent market share for search ads and approximately 50 percent market share for all mobile ads. In 2012, Google entered the mobile device category when it purchased Motorola and launched the Nexus 7, a sleek tablet that competed directly with the iPad and Kindle. As Google looks toward the future, the company wants to offer the ultimate mobile solution—Google mobile devices along with mobile ser-vices so users can use all Google all the time. Google's ultimate goal is to reach as many people as possible on the Web—whether by PC or by mobile devices. The more users on the Web, the more adver-tising Google can sell. Google's new products not only accomplish this goal but also make the Web a more per-sonalized experience. Google has enjoyed great success as a company and a brand in its short lifetime. From the beginning, it has strived to be one of the "good guys" in the corpo-rate world, supporting a touchy-feely work environment, strong ethics, and a famous founding credo: "Don't be evil." Google currently holds a 67 percent market share for core searches in the United States, significantly greater than Microsoft's 17 percent and Yahoo!'s 15 per-cent market shares. Globally, Google holds a more domi-nant lead, with 85 percent market share over Yahoo!'s 8 percent and Microsoft's 3 percent. Google's revenues topped $59 billion in 2013, and the company was ranked

the second most powerful brand in the a brand value of $107 billion. In addition, Google's 5400 billion market capitalization in 2014 edged out companies like Walmart and Microsoft to become the second most valuable company in the world.

Answer 1

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Google has expanded far beyond its products, applications and, tools now Google is in the position to destroy other business’s by simply removing them from the search results. After creating such a strong brand Google isn’t just a search engine company anymore. Google success in popular Android OS predicts even more preference to mobile industry. In reality they have many projects to launch that’s why future is looking great.

Company is right to put so much focus on mobile? answer is absolutely yes because Google has already enjoyed to much success in mobile and as mentioned in case world becomes more mobile and as google launched Android that went head to head with Apple’s iPhone. It was a great achievement to became the number one OS in the market. Google’s ultimate goal is to reach as many people as possible on the web and its only possible by maintaining its position in mobile market.

If we look at some facts 75% of US population owns a smart phone. people now avoid business that does not have a mobile-friendly website. Mobile also help in brand visibility.Mobile market is growing up so quickly and future of this market looks great. From case Google quickly became the leader in mobile technology which shows a huge brand recognition and provides google an competitive advantage. From all of the above mentioned facts its clear that google is absolutely on a right path.

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