Google Case Study Analysis Originating Term Paper

Excerpt from Term Paper :



Yes - Salesforce.com in the area of CRM; NPDI by SAP on their OnDemand platform

Group communications and the ability to have a conference meeting anytime, anywhere; critical in new project development

Collaboration

Low-end: Web Conferencing)(High End: Product development team globally)

Yes - Many vendors have SaaS-based solutions in this arena.

Analyzing data from website traffic, including trending on click-through data and visitor's unique attributes

Analytics (Google has a trial version of this today; yet could go up-market with this into web traffic analytics)

Yes - Several; yet no one has perfected optimization of Google AdWords yet or AdSense; these will be the most likely services Google will launch in Analytics first on a fee basis.

Security of websites, data storage and Internet traffic

Security and Enterprise Scalability

Google has extensive internal knowledge in these areas and can easily create new services based on their lessons learned. Google is considered to have one of the best internal technologies for managing network security and reliability in the software industry.

Process-centric workflows specifically in the areas of web-based, records-based and unstructured content are a major unmet need in many companies.

Enterprise Content Management

By using NLP technology and the Google taxonomy, an enterprise content management (ECM) service could easily be created.

When the process-centric approaches to organizing data into knowledge is considered, the large, very profitable markets of CRM, Collaboration, Analytics, Security and Enterprise Scalability, and Enterprise Content Management all become very attractive from an investment perspective by Google. The prioritization of these specific opportunities needs to be defined by the total available market, level of competitive pressure on pricing and product strategies, and the need for growing the existing Google technologies sufficiently to support further growth strategies. When these criteria are applied to these process-centric areas, the following prioritization of new services emerges. First, Collaboration is by far the most critical new process segment for Google to move aggressively to either with internal development of new applications or through acquisitions. Second, CRM is a natural extension of the Collaboration investments, as the processes for tracking customer relationships including the ability to apply knowledge to attracting, selling and servicing customers is already proven on the SaaS platform by Salesforce.com. Third, Collaboration and CRM would serve as a strong foundation for integrating data and knowledge into an Enterprise Content Management service that would build upon the many insights gained from creating applications in the first two areas. As a fourth priority the development of Analytics over and above the free service it is today to a more thorough set of tools specifically aimed at delivering greater insights into web traffic and its implications on customer segmentation. These first four product or service strategies build upon one another to create an enterprise application vision for Google, which will turn the fundamental search and content aggregation technologies into a set of services none of their competitors would be able to match for years. Google migrating to a process-centric provider of knowledge and tools to use those insights would be further supported by the last service, one specifically focused on security and enterprise scalability, capitalizing on the depth of knowledge and expertise internally specifically in these areas.

References

Google Labs (2007) - Research papers on Natural Language Processing. Indicates focus of Latent Semantic Indexing. Accessed from the Internet on June 4, 2007 from location: http://labs.google.com/papers.html#category9

Sources Used in Document:

References

Google Labs (2007) - Research papers on Natural Language Processing. Indicates focus of Latent Semantic Indexing. Accessed from the Internet on June 4, 2007 from location: http://labs.google.com/papers.html#category9

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