The file is a term paper, I need an Executive Summary of the sections provided.
Google Company Inc. Selina Bernal UNT - Dallas BCIS-3610 – Basic Information Systems Author Note Selina Bernal I have no known conflict of interest to disclose. By submitting this assignment, I attest this submission represents my own work and not that of another student, scholar, or internet source. I understand I am responsible for knowing and correctly utilizing referencing and bibliographical guidelines. I have not submitted this work for any other class. Correspondence concerning this article should be addressed to Selina Bernal Email:
[email protected] Table of Contents Executive Summary3 Company Background3 Global Benefits3 Global Technology Used3 Company IT Strategy3 Technology Used to Support Decision-Making Recommendations4 Global Challenges Envisioned4 Overall Company Recommendations4 References5 Appendix A6 Appendix B7 Appendix C8 Executive Summary Type Your Executive Summary Here……………XXX XXXXXXX XXXXXX XXXXXXX XXXXXXX XXXXXXXXXX XXXXXXXXX XXXXXXXXXX XXXXXXXXXXX XXXXXXXXXXXXX Company Background Since the early days of the internet, encyclopedias, search engines, and online portals have existed. However, Google, a relatively new market entrant, quickly became the global standard site for finding almost anything on the internet. Computer scientists Larry Page and Sergey Brin, Stanford University undergraduates at the time, developed the search engine. The phrase "googol"—which refers to the number 1 followed by 100 zeros—was used to name the site (Vise, 2007, p. 2). The googol concept was covered in Edward Kasner and James Newman's book Mathematics and the Imagination, which the inventors of Google appear to have read. According to them, the word represents the enormous amount of information a search engine must trawl over. Larry Page and Sergey Brin teamed up to develop BackRub, a computer application, in 1995. BackRub was a search engine that used backlink analysis to continuously monitor and capture internet traffic. PageRank, a method of data collecting, was BackRub's crowning achievement (Tran, 2017). By counting the number of pages on a website, evaluating their relevance, and considering links back to the original web page, it calculates the ranking value of that website. Google was intrigued by the PageRank technology. Before Google, other search engines used to rank results based on how often a search word appeared on a web page. Following the excellent feedback on BackRub, Page and Brin decided to work on Google. It started as a self-funded effort on a minimal budget by Page and Brin. They worked out of their Stanford dorm rooms and built a server network out of inexpensive computer parts (Tran, 2017). The two purchased terabytes of disks at a discount using their funds. They tried to license their products but were unsuccessful since no one was interested in their invention at this early stage of development. After that, Page and Brin chose to maintain Google and look for more capital so they could make improvements before launching it to the general public. The method worked, and the search engine advanced with further refinement. Andy Bechtolsheim, the co-founder of Sun Microsystems, was blown away by a brief demonstration of Google. According to reports, he chose to invest in the initiative and wrote the men a check for $100,000 headed to Google Inc, despite the reality that Google as a legal organization did not yet exist. Other angel investors, including Amazon.com founder Jeff Bezos, soon followed. With adequate finance, Google Inc. established its first office in Menlo Park, California, in 1999 and launched the search engine the following year (Tran, 2017). The new company's goal was straightforward: to compile content from worldwide and make it worthwhile and publicly available. Google built a glide path of steady expansion in the next years. They began recruiting engineers, computer scientists, sales experts, and administrative and marketing personnel. Meanwhile, the crew transformed their garage office into a corporate campus in Mountain View, California, known as "The Googleplex." Notably, Google launched AdWords, a pay-per-click third-party advertising network, in 2002. The breakthrough was a game changer, and the firm benefited greatly. Soon after, Google launched numerous more significant corporate innovations, including Google AdSense in 2003, Google Maps, Google Finance, Google Streetview, and Google Android, to name a few. Global Benefits Google maintains what can be referred to as a "relentless hunt for better solutions as its primary business philosophy." The corporation is continuously working on expanding its all-star portfolio of products and services and redesigning its corporate structure with innovations. Rearranging knowledge throughout the world makes it accessible and beneficial globally. The most significant advantage of international internet access is that Google's products and services are available everywhere (Tran, 2017). Google is not geographically dependent. As it focuses on constant innovation, particularly in language support, it expands into more nations and obtains a larger market share. Google's global presence offers it a competitive advantage over its competitors. With almost 90% of the general search market, it holds the title of leading search engine (Sitti, 2016, p. 3). Moreover, Google has expanded its efforts outside of searching and built an infrastructure that guarantees a quick and effective search algorithm. As a result, it dominates a larger market with clients seeking the many services the firm provides. A notable example is Google's investment in the Android mobile operating system. It aids in delivering Google apps and services via mobile phones and captures a large market. Even as the Google corporation benefits and produces tremendous profits from its services, it significantly boosts numerous areas of the economy. A notable instance is the recent Covid 19 pandemic, which forced many organizations to restructure their operations and implement remote or hybrid work routines. Google stepped in to assist with this digital transformation endeavor. Tools like Google Workplace have become indispensable. By utilizing Google services and products, businesses can boost productivity, communication, and collaboration. Google has demonstrated its ability to bring together the resources businesses require to tackle current and future issues by utilizing a diverse set of apps. Google Workspace continues to be a market leader by delivering innovative collaboration and communication solutions. Global Technology Used The company is a technological powerhouse focusing on service delivery using generic ideas complemented by the range of products offered. To achieve this company uses a wide range of technological tools to improve search engines, online advertising, quantum computing, and cloud computing, just a few of the focus points. The information technology model comprises a sequence of PC networks designed to be fast and cost-effective for any Google search engine user solving queries within a second time-lapse (Lam &Kraemer, 2007). The company uses PageRank technology to scale up the search engines, which uses complex algorithms to determine all the incoming and outgoing links to the search web to determine the link's numerical strength, giving accurate results. This technique of ranking the web pages helps improve the search scope quality. However, to increase the information search cover to process large gigabytes of data, Google Company developed the Google File system (Lam & Kraemer, 2007). The GFS system was designed and inbuilt within the search engine to scrutinize applications requiring extensive data by maintaining these terabytes of data in multiple locations, enabling their retrieval per the users' link queries. The model involves breaking files across multiple sources into a sizeable data chunk assigned to an outstanding identifier and labeled for access later. Google also uses the MapReduce tool that allows the implementation of parallel huge data calculations that exceed a terabyte (Lam &Kraemer, 2007). The tool enables the breakdown of data, manages the execution of data by the system program, and allows necessary machine communication in the process. The company's programmers have applied the technique in weblogging statistics and clustering of documents. The company has also geared towards more accurate search results to match the advancing technology, such as AI advancement, allowing a multitasking model for web browsers. The multitasking model aims at intuitively more personified search results connecting the searches to the desired content. Company IT Strategy The company's IT strategy is more influenced by technological changes at four foal points: access to upcoming technology, technological advancements, legislations of technology, and technological infrastructure. Google depends on the use of the internet and accessibility to technological infrastructures such as smartphones, computers, or iPad (Just a Moment, 2022). Hence, there is a positive correlation between their use and the company's growth. The increased technological advancements on the devices that can access the internet have boosted the company's products, increasing subscriptions monthly. However, the trend could also serve as a disadvantage to the company due to the obsoleteness of its products and a change in the preferential tastes of customers. In addition, the current change of people shifting to cell phone usage and WIFI access in major public spaces could alter the market of Google products hence, the need for more personification. The company has been adopting product innovation techniques like its venture into Google glass to match the increasing demand for wearable devices that can access the internet. Another strategy is the personalization of more of its products for free to the public while furthering discoveries through research which helps maintain its market share. Google’s strategy of other companies' acquisitions helps the company tap more innovative skills and technology, giving it a comparative advantage in the market over its competitors. For instance, the acquisition of Android enabled the company to advertise the smartphone and tablet market, helping the firm grasp the electronics market. Technological advancements have put Google Company at the pole position in the fields of security, mobile technology, videography, and shopping (Just a Moment, 2022). Consequently, the continued success can be attributed to net advertisements, portable device applications, and the innovativeness of web-designed apps, which continue to give the company a competitive advantage. Technology Used to Support Decision-Making Recommendations Google Company boasts strategic leadership under Chief Executive Officer Larry Page, Executive Chairman Eric Schmidt, and Director Sergey Brin. They play to steer the company while ensuring an excellent organizational culture (George, 2014). The company's raw input is its employees, all technical professionals designated with the role of creativity and innovation in the company. In addition to the employee’s ability and creativity, the organization's culture encourages involvement in decision-making to solve technical challenges, which has continued to put Google as a competitive company. The involvement of employees in decision-making and the incorporation of technologically developed mechanisms by the company's management has continued to place Google above its competitors the use of artificial intelligence, which appears to be the new trend in the tech market, has boosted digital advertising, a significant source of Google's company strength. AI technology helps collect feedback from customers worldwide on Google products through the developed voice assistant feature (Moriuchi, 2019). The voice assistant facilitates customer engagement seamlessly, allowing consumers to relay specific requirements of their need or ask for help about a particular product by enabling the voice capability on their devices. These features adopted by the company align with the continued advancement of technology to artificial intelligence products. The information from consumers is effectively relayed to the support team of Google Company, processed, and used by the management in strategic decisions in conformity with customers' recommendations. This, in turn, helps to maintain customer loyalty. Global Challenges Envisioned Google Inc. is part of Alphabet, a tech giant worth $1.6 billion (Wakabayashi, 2021). It is hard to imagine life without google because the company has established a strong foothold in the lives of its customers across the globe. To stay ahead of its competition and build on its current strategic position, Google needs to take innovative and productive steps in the right direction. Despite being prominent and prosperous financially, Google faces specific problems essential for its survival in the highly competitive tech industry. One of the biggest problems that Google faces today is the increasing resentment among its employees. The problems with human resources at Google are now spilling into the public. The risk aversion approach at Google also creates panic among its employees at all levels. As the company operates in the tech arena, Google has to show a positive approach toward innovation. Most Google employees are unhappy with the top management's attitude toward decision-making (Wakabayashi, 2021). Google executives are more willing than ever to leave the company, and the gossip in Silicon Valley is that it has never been easier to convince them to leave their seven-figure salaries for an opportunity elsewhere. In 2018, 12 top executives at Google emphasized the need for quick decision-making in an email to the CEO, but most left the company after no response. Since 2020, more than 36 executives of Google have left the company and joined elsewhere (Wakabayashi, 2021). Apart from employee resentment, Google faces competition challenges from Amazon, Facebook, and Apple that are part of external challenges. Amazon and Facebook are challenging Google in their Ad business. With more than 2.89 billion customers, Facebook offers ad services at a price lower than google. Apple is growing its user base in the mobile operating systems market with a 26.4 % market share currently. Apple has already shifted to Bing as its default search engine. Moreover, Apple allows blocking Google Ads on Safari browser and Google Maps on its CarPlay (Drexler, 2021). Another problem that Google faces is related to the data security aspect. Google has access to massive data, and how it uses this data has landed it trouble sometimes. For example, the Australian Competition and Consumer Commission (ACCC) accused Google does not receive customers' permission about their data usage. Google, however, denies this accusation