google: the one search engine (and company) to rule all others
DESCRIPTION
Provide a background on Google, its technology, and its business operations.TRANSCRIPT
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Google: The One Search Engine (and Company) to Rule All OthersScott A. MooreAssociate Professor
December 7, 2009
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The plan for today
• Leaders
• Search Business
• Business Model
• Work Culture
• Technology
• Finances
• Current business model
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Leaders
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Founders: Larry Page &Sergey Brin
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The beginning
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• Search program was a PhD project run out of Stanford (beginning in 1996)
• In Aug 1998 Sun co-founder Andy Bechtolsheim wrote a check to Google Inc. for $100K
• In 1998 move to a garage in Menlo Park
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The Google Office (late 1998)
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Endorsement (May 1998)
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Google’s First Press Release
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CEO: Eric Schmidt
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The Googleplex(Mountain View, CA)
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Google Offices (2009)
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Search Business
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The business in the late 1990s
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• Portals were seen as the future
• Search was seen as
• A dying business
• A commodity product
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AOL(Feb 1997)
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Excite(Feb 1997)
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Yahoo (1999)
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Google (Dec 1997)
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Google (Dec 1998)
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How big is the index?• Dec 1997: 24 million
• June 2000: 1 billion
• Dec 2001: 3 billion
• Feb 2004: 6 billion (including 880 million images)
• Nov 2004: 8 billion
• July 2008: 1 trillion unique URLs
• Growing by 1 billion per day
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Business Model
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Several underlying principles
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• Focus on the user
• Advertising is very bad
• Speed, speed, speed
• “Do no evil”
• (Oppose Microsoft)
• Data driven
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Work Culture
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It’s a different place to work
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• A sense of playfulness
• Logos, “I’m feeling lucky”
• Try to encourage workers to stay at work
• Very academic
• “20% time”
• Food
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April Fool’s Day 2000
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Chef Charlie Ayers
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Google Moon
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Technology
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A couple major areas
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• Cheap, reliable computing
• Power usage is key
• Search engine algorithm
• Advertising program
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Google’s Original Storage(1996)
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Google’s servers (1997)
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Early Google
Computer Rack
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Google Data Center (2008)
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Google Datacenter Complex in Oregon
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PageRank
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• Incoming links
• Importance of linking pages
• Page content
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Advertising programs• AdWords
• You (or your company) can place targeted ads in response to queries
• Mostly on Google.com, but also on their partner sites
• You pay Google to be an advertising outlet for your ads
• AdSense
• You make your site available so that other companies can place ads on your pages that match the content of those pages
• You make money by allowing your site to be an advertising outlet for the ads of other companies
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AdWords
• Placing targeted (mostly text) ads on (mostly) Google.com’s results page
• You bid on keywords with a PPC (pay-per-click) value
• Ads are chosen (by Google) based on the PPC value times its CTR (click-through rate)
• So you just can’t be out-bid
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How do companies get traffic?• Organic
• People type in the URL into the browser
• Algorithmic
• Your site appears in search results
• Purchased
• You site appears in the paid search results (ads)
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AdSense
• Opening up your own Web site to ads placed by Google (other companies)
• How to make money?
• You need traffic!
• Visitors need to click on the ads.
• The higher the CPC value, the more you make when they are clicked on.
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Finances
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Stock price history
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Google Quarterly Revenues
Quarterly RevenuesQuarterly Revenues
$6,000
Q3’09 Y/Y Growth = 7%Q3’09 Q/Q Growth = 8%
5 541 5,7015,945
1 6551,680
1,6931,638
1,801
1,684$4,500
$5,000
$5,5005,186
5,3675,541 5,701
5,509 5,523
in m
illio
ns
1,686 1,655
$3 000
$3,500
$4,000
$
3,5303,811
3,4003,693 3,9563,672 3,653$2,000
$2,500
$3,000
$500
$1,000
$1,500
3
$0Q1'08 Q2'08 Q3'08 Q4'08 Q1'09 Q2'09 Q3'09
Google.com Network Licensing and Other
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Google US vs. International
U S vs International RevenuesU.S. vs. International Revenues
100%5,186 5,367 5,541 5,701 5,509 5,523
($ in millions)5,945
80%
90%
52% 51%51% 50% 52% 53% 53%
50%
60%
70% 52% 51%51% 50% 52% 53% 53%
30%
40%
48% 49%49% 50% 48% 47% 47%
0%
10%
20%
4
0%Q1'08 Q2'08 Q3'08 Q4'08 Q1'09 Q2'09 Q3'09
US International
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Google Traffic Acquisition Costs
Traffic Acquisition Costs
$1,500
$1,600 40%
Traffic Acquisition Costs
29 2%$1 100
$1,200
$1,300
$1,400
$1,500
35%
1,5591,486 1,474 1,495 1,483 1 436 1 453
27.1%26.9% 26.9% 27.2%27.9%28.4%
29.2%
$700
$800
$900
$1,000
$1,100
25%
30%
n m
illio
ns
, 1,474 , , 1,436 1,453
$400
$500
$600
$700
20%
$ in
$0
$100
$200
$300
10%
15%
5
Q1'08 Q2'08 Q3'08 Q4'08 Q1'09 Q2'09 Q3'09
TAC TAC as % of Advertising Revenues
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Current Business Model
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Google Earnings Highlights
Third Quarter 2009 HighlightsThird Quarter 2009 Highlights• Revenue growth of 7% Y/Y and 8% Q/Q
G l ti th f 8% Y/Y d Q/Q– Google properties revenue growth of 8% Y/Y and Q/Q
– Network revenues increased 7% Y/Y and Q/Q
– International revenues were $3.1 billion
• Operational Highlights– Strong financial metrics: revenue growth, profitability, and cash flow
– Investing in Innovation: 70/20/10
• Innovation in our Core Business
Creating the Perfect Search Engine and Better Ads– Creating the Perfect Search Engine and Better Ads
• Innovation in our Emerging Businesses
– Mobile/Android
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– Display/YouTube
– Enterprise
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These are the questions for you
• Where do they go from here?
• Where are their prospects for growth?
• What are their biggest threats?