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Google's current strategy

Google's current strategy

Google's business design is mainly based on advertising. Any market that allures advertising is a target for google. Google is in times in which it can avoid the economic crisis and find new revenue options, both advertising and non advertising. Google's ability is to appeal to users in the sole basis of its services quality and without embracing advertising. That is why google largely purchases traffic from different providers.

Google has financial power to buy traffic from lovers in order to access massive audiences. Yahoo has alliances with firefox (browser), Dell (computer systems), Apple (IPhone), Sunshine (java packages), AOL to have the Google internet search engine look by default. So by doing alliances with different organizations, Yahoo expands its advertising network reach. (All-About-Google presentation, Paris, Dec 2008)

Apart from increasing market show of current performance advertising, Google is looking advertising opportunities in Internet mobile. At the moment time, mobile advertising market keeps growing extremely fast. So Google's current strategy is to capture mobile advertising market.

But current mobile industry is not suited for the google's development model which is dependant on openness, interoperability and network results. If we consider current mobile world, maximum cell phones manufacturers are employing symbian or glass windows operating system and terminals allocated to a distinctive operator. All operators provide different services through there own portals and these portals and services favored over other portals. Because of closed operating systems, Access limited to services/ contents and also to their advancements.

As part with their strategy to go in mobile internet advertising, Google is trying to change the mobile world corresponding to their business structure and it is using pursuing vehicles to put into action its strategy.

1- Open up Source OPERATING-SYSTEM: Android

Google has developed ˜Android' Open source operating system for mobile device. It is a free, mobile software program. It allows builders to make new mobile device applications and manufacturers to install it in their handsets. Android is being developed with the Start Handset Alliance, a group of more than 45 technology and mobile companies, with the purpose of providing consumers a less expensive, richer and more powerful mobile experience. According to Google corporate survey (Oct 2008), T-Mobilehas already announcedtheG1, the first phone built on the Android operating system.

2- Partnerships with different telecom companies

Google is trying to do partnerships with telecom companies' to offer its applications as default options. Advertising earnings will be share between Yahoo and providers.

(All-About-Google display, Paris, December 2008)

Google experienced already got into in telecom domain. It declared a partnership with China Mobile, the world's major mobile telecommunications carrier to provide mobile and Internet search services in China. These offers are continuation of package making among network providers, internet providers and makers of telecom machines surrounding the world. They have got presented AdSense for Mobile; supplying sites optimized for mobile browsers the ability to number the same advertisements as standard websites. New beta version ofAdsence allows creators to display text and image advertising in iPhone and Android applications.

(Google Interface for IPhone, Alex Chitu, 2008)

Google's user interface for iPhone gives users the choice for Search, Gmail, Calendar, Docs, Audience, Web, Notebook and Reports. This interface is available in 16 languages. With this, Yahoo shows search ideas, auto-complete for Gmail associates, slideshows in Picasa Web and carries a presentation viewer in Yahoo Docs. (Alex Chitu, 2008)

Google strategy is to improve the mobile industry to build an environment which will be fit based on the syndication of its products and monetization model. Google's strong brand and image as a scientific innovator are its key differentiators because of this strategy, since it gives a great confidence to their shareholders and customer, who give their adverts on Google's websites.

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