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EverythingyoualwayswantedtoknowaboutGoogle…ButwereafraidtoaskParis,December2008December2008•EverythingyoualwayswantedtoknowaboutGoogle…•..…….2ThisworkislicensedundertheCreativeCommonstoallowforfurthercontributionsbyotherspecialistsandwebusersinthecomingmonths.ToviewacopyofthisAttribution-NonCommercial-ShareAlike3.0Unportedlicense,visit•EverythingyoualwayswantedtoknowaboutGoogle…•..…….3Googlekeysuccessfactors:Webspecific?Scalability•Abilitytoeasilygrowatmarginalcosts•Appliedtoinfrastructures:abilitytoadaptitssizetohighload&volumes•Appliedtobusinessmodels:abilitytomonetizemillionsofusersNetworkeffectsDataminingOpennessCocreationBusinessmodel•Thetraditionalwalledgarden1mediastrategybecomesirrelevant•Contentandservicesmustbeopenandinteroperabletofavoraudiencecirculation•Theutilityofagoodoraservicevarieswiththenumberofusers•Thereachofacriticalmassofusersconstitutesasignificantbarriertotheentry•Thewebofferstheopportunitytoexploitandanalyzeaverylargeamountofdata•Users’behaviorcanbeanalyzedtocreatemonetizingvalue•Non-traditionalactorsbecomepartofthevaluechain•Users,contentcreatorsandexternaldevelopersaregiventhetoolstocreatenewmarketsandenrichservices•Advertisingisnotamarketbutabusinessmodel•AnymarketthatattractadvertisingisatargetforGoogle1NetworkorportalwhichoffersonlyitsowncontentorservicestousersDecember2008•EverythingyoualwayswantedtoknowaboutGoogle…•..…….4Whywon’tGooglebeaffectedbythecrisis?WhyisGoogletryingtochangethemobileworld?Whyisn’tYouTubeacontentportal?WhydoesMicrosoftfearGoogle?HowGooglewantstocompetewithFacebook?WhyisGooglebuyingsatellites?HowdoesGooglebuytraffic?WhydidGoogleacquireDoubleClick?Whydoesn’tGooglemonetizeallitsservices?HowdoesGooglecapitalizeonOpenSourcedeveloperswork?HowdidGooglecapturetheofflineadvertisingmarket?WhyisGooglestealingourvoices?IsPageRankareallycompetitiveadvantage?HowdoesGoogleturnadvertisingintoinformationandperformance?Annex:Networkeffect,two-sidedmarket,glossary,financial,contact1234567891112131410December2008•EverythingyoualwayswantedtoknowaboutGoogle…•..…….5Whywon’tGooglebeaffectedbythecrisis?Duringacrisis,performanceadvertisinggainsmarketshares+3%2007-20081YouTubemonetizationincreasesEstimates2008:Revenues=200M$1MonetisationoftheInternetMobileaudience260millionsmobilesubscribersworlwideoct20081Explosionofthenonadvertisingrevenues+450%2007-2008PerformanceadvertisingOnlinevideoInternetMobileLicensesandotherrevenuesGoogleisinasituationinwhichitcanresisttheeconomiccrisisandfindnewrevenuesources,bothadvertisingandnon-advertising1:faberNovelestimates4leverswillallowGoogletoincreaseitsrevenuesamidsttheeconomiccrisisRevenues2008Revenues2012Bn$201Bn$3511December2008•EverythingyoualwayswantedtoknowaboutGoogle…•..…….6WhyisGoogletryingtochangethemobileworld?(1/2)Mobileindustryisbasedona“traditional”lockedvalueschain.EntrybarriersstopGooglefromapplyingitsmodelstothemobileindustry:TerminalOperatingSystemPortalOperatorWebContentsExamples:LimitedNetworkAccessAccessrestrictedtoservices/contentsandtotheirimprovement•Terminalsassignedtoauniqueoperator•Difficultyofinterconnectingnetworks•Operatorportalsfavoredoverotherportals•Servicesofferedbyterminalmanufacturersfavoredoverotherservices•Closedoperatingsystems2ThemobileindustryisnotsuitedfortheGoogledevelopmentmodelbasedonopenness,interoperabilityandnetworkeffects.December2008•EverythingyoualwayswantedtoknowaboutGoogle…•..…….7WhyisGoogletryingtochangethemobileworld?(1/2)Inordertoduplicateitsopenmodel,Googledesignedathreefoldstrategy:1OperatingSystemLocation-basedservicesCab4meFreeFamilywatchGamesGolfplayJOYitSocialNetworksJaiku3WertagoCollaborativeToolsShareYourBoardGrandcentral32FederalCommunicationsCommissionGooglebreaksopenthemobileindustryvaluechaintocreateanenvironmentthatwillbefittothedistributionofitsproductsandmonetizationmodel.3AcquisitionsAndroid:OpenSourceO.S.1LobbyingTelcopartnerships•AndroidDeveloperChallenge:ContestfordeveloperstocreatenewapplicationsforAndroid•OpenHandsetAlliance:Commoninitiativeof34mobilephoneindustryplayers(manufacturers,suppliersanddistributors)aimingatspreadingAndroid•GooglecandidacyformobilelicenseattributionaimstoforcetheFCC2toimposeanopennessclausetothewinner•Asuccess:clausepartiallyimposedonthewinningbidder,Verizon.•PressurefromGoogletoforceoperatorstoofferitsapplicationsasdefaultoptions•SharingofadvertisingrevenuesbetweenGoogleandoperators2Inaddition,Googledevelopedandacquiredmobiledevicesapplications:December2008•EverythingyoualwayswantedtoknowaboutGoogle…•..…….8Whyisn’tYouTubeacontentportal?(1/2)YouTubeacquisitionispartofastrategytomonitorkeycontentandaudiencehubs.YouTubehasalreadywontheaudiencebattle……1NewYorkTimes2Hitwise200875%60%9%16%4%8%2%3%1%1%May2008May2007OrganiseinformationGiveaccesstoinformationMonetisecontentsthroughvarioussourcesofaudience•Anewinformationsilo:videosearch•Next:Speechtotexttechnology:informationsearcheswithinvideocontents