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Transcript of Google it strategy
GOOGLE IT STRATEGY CASE STUDYInstructor: Prof. Martin KnahlPresented by: Nguyen Minh Tuan
Nguyen Vo Huy Bao
AGENDA1. THE EVOLUTION OF GOOGLE2. MISSION, VISSION3. CORPORATE STRATEGY4. TECHNOLOGY INNOVATION5. INFORMATION TECHNOLOGY
1.THE EVOLUTION OF GOOGLE
THE EVOLUTION OF GOOGLE1998
Google wasestablished
2000GoogleDotcom
2001Google Images
2004 Gmail
2005 Android
Source: https://www.google.com/about/company/history/
THE EVOLUTION OF GOOGLE2006
Acquisition ofYoutube
2008GoogleChrome
2010 Cars
20123.5bn searches per day
2015 Alphabet
Source: https://www.google.com/about/company/history/
2.MISSION, VISION
VISION“To provide access to the world’s
information in one click”- Google-
MISSION“To organize the world’s information and
make it universally accessible and useful”
- Google-
3.GOOGLE’S CORPORATE STRATEGY
DIVERSIFICATIONThere is an ambiguity in either Google is still operating in a single business.
Google explores new opportunities constantly through a solid base of research and development
Google products & services: https://www.google.com/about/products/
ACQUISITIONS
Strategic global & local acquisitions in Digital and traditional Advertising
GOOGLE’S ACQUISITIONS
2004
20052003
2006
2007
2008
2009
2010
2011
2012
2013
2014
Source: http://www.telco2research.com/articles/Connected_Home_Google_Nest
STRATEGIC PARTNERING
World presence with local focus on content acquisition
Revenue
Google Adwords Google Adsense
4.TECHNOLOY INNOVATION
PROMOTE CREATIVITY AND INNOVATION
GOOGLE LABS
70-20-10 INNOVATION RULETECHNOLOGY
INNOVATION
GOOGLE LABS ○A site demonstrates new experimental
products developed by Google employees.○User can play around and give a sense
of satisfaction that his ideas turn in the product.
GMail Calendar
Map
INNOVATION RULE
○ 70% on core business
○ 20% on related projects to core
○ 10% on projects unrelated to core business
source: http://escholarship.org/uc/item/0nj460xn
TECHNOLOGY INNOVATION
○Encourage development own software○Internship programs○More than 2/3 company employees
are engineers and scientists○Google’s innovative thinking is
attributed to its work atmosphere “Googleplex”
5.INFORMATION TECHNOLOGY AT GOOGLE
INFORMATION TECHNOLOGY AT GOOGLE
• Build high-performance systems that scale to massive workloads
• Develop custom libraries to support programming of massively parallel systems
• Commodity hardware & free software are seeds of empire.
Vision: Organizing the world's information and making it "universally accessible and useful.”
Unconventional IT strategy: Building an unmatched distributed computing platform to support wildly popular search engine.
THE SECRET BEHIND THE SEARCH ENGINE
○ Pimp the Server○ Custom Tailored○ Keep It Interesting○ Culture Of Choice
A unique mix of internally developed software, open source, made-to-order hardware, and people management.
PIMP THE SERVERS○Google orders computer systems to
its own specifications. ○Use open source software to keep secrets of Google infrastructure (no software license, no code license)
○Organize machines which run Linux into “cells” as a kind of disk drive for internet service so programmers decide how much redundancy
CUSTOM TAILORED○Write a lot of custom software
(MapReduce, BigTable, Sawzall, Google File System & Google Workqueue)
○Modify Linux kernel to solve data corruption bottleneck problems so computer clusters can communicate more efficiently.○Created its own Web server instead of using the open source Apache Web server
○Built own CRM to support its business of selling internet Ads
KEEP IT INTERESTING○Employs a matrix management
system where managers have many direct reports, and engineers report to multiple people.
○Can change projects every three months
○Don’t keep people working on the same problems for very long.
CULTURE OF CHOICE○Linux, Mac OS, and Windows can be
used on desktop computers, depending on needs and desires.
○Software can be requested through the company intranet.
○Encourage “Talk a lot, use data, not intuition, automate wherever you can”
Let’s review some concepts
Business Strategy- Vision “To provide
access to the world’s information in one click “
- Mission “To organize the world’s information and make it universally accessible and useful “
- Cooperation Strategies : Diversification, Acquisitions & Partnering
Technology Innovation- Google Laps- Innovation rule (70-
20-10)- Technology
Innovation (use open source, 2/3 employees are engineers & scientists, good working environment like “Googleplex”
IT Strategy- Pimp the servers- Custom tailored- Keep IT Interesting- Culture of choice
REFERENCES Chen, Rex, Lam, Oisze Kraemer, Kenneth ,Strategic Use Of
IT – Google, http://escholarship.org/uc/item/0nj460xn, last accessed March 08 2015
https://en.wikipedia.org/wiki/Google Labs, last accessed March 07 2016
Thomas Claburn, Google Revealed: The IT Strategy That Makes It Work, http://www.informationweek.com/google-revealed-the-it-strategy-that-makes-it-work/d/d-id/1046472?, last accessed March 08 2016
The history of Google, http://www.telegraph.co.uk/technology/google/11984555/Rise-of-a-tech-giant-the-history-of-Google.html, last accessed March 04 2016
THANKS!Any questions?