Google - étude de cas

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In fact, Alphabet is a collection of companies. The largest of which, of course, is Google but Alphabet is also the parent company to Calico, CV, Google Capital, Google X, Fiber, Nest Labs, and Verily.

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Initial Alphabet’s company structure

To help with search and development, Google created Google X: Google X (Google [x]) is a semi-secret research and development facility created in October 2015. This is a subsidiary of Alphabet. Google X is located near the Googleplex, Google's corporate headquarters (seen above), in Mountain View, California. Sergey Brin, one of Google’s co-founders and President of Alphabet manage and overseen the work at the lab. This is Astro Teller who directs day-to-day activities. The lab started up in 2010 with the development of a self-driving car, the Google car (cf. Google’s innovation).

Google’s strategies in International markets

In over 10 year, Google has developed international marketing structures. It can be a simply representational office to complex partnership with the existing companies in foreign countries.

As we have seen above, The Google’s Mission Statement is “Organize the world’s information and make it universally accessible and useful”. It shows that the company intent to be a global brand, with a worldwide presence. To satisfy a maximum of person in the world, Google make available the translation of his home pages in almost all the languages in the world (Nowadays, Google customized his interface in more than 138 countries). This is in fact a very young and simple strategy. Google did what no other search engines did: gathering minorities.

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We can see on the map the only countries for which Google doesn’t have a customized home page (colored in purple).

Moreover, since 2002, more and more, Google tend to search to offer the customers more services, which could satisfy every single person. Google tend to diversify its activities and offers online productivity software including email (Gmail), a cloud storage service (Google Drive), an office suite (Google Docs) and a social networking service (Google+). Desktop products include applications for web browsing (Google Chrome), organizing and editing photos, and instant messaging”.

“GB-1001”

In 2002, Google created the “GB-1001” by Google Search Appliance. This is software, which allow you to connect yourself at their informatics network. Shortly after, they launched “Google Labs”. This allows the curious consumers to test the goods and products, which are not finalized yet.

Google News

In September, the Google News service appeared: a service, which allowed users to search websites related to the actuality, based on their keywords.

Orkut

On January the 22th 2004, Google tried to launch a new social network: Orkut. But that project wasn’t as successful as expected, expect in Brasilia and in India. It has been retired in September 2014[.

April the 1st 2004, Gmail was launched: this is a message platform with, according to Google, the followed characteristics: an easy search, a big storage capacity and messages sent as a conversation.

Picassa

On July 2004, Google got Picassa, a pic viewer. That software allows you to stock 100 Mo. This service was successful but had several rival such as Flickr, Yahoo! or Windows Live Photos in 2008

Keyhole → Google Maps and Google Earth

In 2004, Google bought the Keyhole Company, specialized in the numerical mapping. Then they launched Google Maps on February the 8th 2005 and Google Earth the year after that.

Nowadays, Google Maps offer a lot of functionality such as the traffic conditions in real time, the public transports’ line, and also Street View: with that functions you can see the place you search due to pictures which have been took in the street. This service is free but still limited in the USA, in Canada and United Kingdom. On April the 27th 2006, it became efficient in France, in Germany, Spain and Italia.

Google Earth permit to explore the moon or the ocean.

Google Desktop

October the 14th 2004, Google launched Google Desktop search, and Google Scholar four days later. Then Google Print on December the 14th.

YouTube

In 2006, Google bought the famous videos’ website: YouTube. Nowadays, about 60 hours of video are posted online every minutes. This site completely changed the way we use videos.

Google Translation

Google also created its own translate service. The users can therefore translate all the text they want in another language. Contrary to others translate services, Google Translate used its own translate software. This service even allows the users to translate a full website, even if it has millions words. It can also allow hearing the words’ pronunciation.

But that service is however limited: certainly, it can be used to help to understand a text’s general context but it can’t perfectly translate a text: it often translates words out of context and doesn’t apply a perfect grammar.

Nevertheless, it has such a big success, for the surfer as for the students!

Gmail

Gmail is an email service provided by Google. It is free, and so advertising-supported. It started as an invitation-only beta release on April 1, 2004 and it became available to the general public on February 7, 2007. Gmail has an initial storage capacity of 1 GB per user, and it significantly increased the webmail standard for free storage from the 2 to 4 MB its competitors such as Hotmail offered at that time

Android

In 2007, the public platform for mobile phone, Android, was create.

Google Drive

On April the 24th, 2012 Google launched Google Drive. Google Drive is a file storage and synchronization service created by Google. It allows users to store files in the cloud, share files, and edit documents, spreadsheets, and presentations