Google Case Study
Planning Intellectual Property for Marketing Strategies in the Digital Content
Case Study - Google, Inc.
Chapter 4
As mentioned at the beginning of this research, the “portals” are the chosen field for this research because these companies start taking advantage of its channel function. For example, although it is a test for Google Video—one of the search giant Google’s Web portal-like service, Google Video provides 2000 free videos which are from professionals, not amateurs. Now Google Video is not only a service but also is trying to “act” like a content provider—in fact, it is still a bridge between content providers and content consumers. Therefore, it is important to understand this coming transformation of the industrial structure and so this field is the subject of this research.
In addition, according to EContent 100177—the list of companies that matter most in the digital content industry, Google is on the list in the last four consecutive years. The “Google wave” is sweeping the world and now is a threat to Microsoft. Although the company reported strong results for the first quarter of 2006 –sales grew by 79 percent and earnings rose 60 percent from a year ago and that shows selling ads based on specific keyword searches is Google 's wealth178, Google plan to expand into new markets, such as print and television advertising. Almost everyday non-stop news and reports show the impact of Google. However, none of these demonstrate how Google plan its roadmap or intellectual property but only the analyses of certain events or the stories of Google.
Therefore, this research takes Google as the example to test the hypothesis of the model which is as described previously.
1. Company Overview179
177 EContent (2004, December). Forth annual EContent 100 list. EContent Magazine, 27 (12). Retrieved September 2, 2005, form http://www.igroup.com.cn/printpage.asp?ArticleID=340 EContent reviews the companies’ activities over the past year and evaluate their
Case Study - Google, Inc.
Chapter 4
As mentioned at the beginning of this research, the “portals” are the chosen field for this research because these companies start taking advantage of its channel function. For example, although it is a test for Google Video—one of the search giant Google’s Web portal-like service, Google Video provides 2000 free videos which are from professionals, not amateurs. Now Google Video is not only a service but also is trying to “act” like a content provider—in fact, it is still a bridge between content providers and content consumers. Therefore, it is important to understand this coming transformation of the industrial structure and so this field is the subject of this research.
In addition, according to EContent 100177—the list of companies that matter most in the digital content industry, Google is on the list in the last four consecutive years. The “Google wave” is sweeping the world and now is a threat to Microsoft. Although the company reported strong results for the first quarter of 2006 –sales grew by 79 percent and earnings rose 60 percent from a year ago and that shows selling ads based on specific keyword searches is Google 's wealth178, Google plan to expand into new markets, such as print and television advertising. Almost everyday non-stop news and reports show the impact of Google. However, none of these demonstrate how Google plan its roadmap or intellectual property but only the analyses of certain events or the stories of Google.
Therefore, this research takes Google as the example to test the hypothesis of the model which is as described previously.
1. Company Overview179
177 EContent (2004, December). Forth annual EContent 100 list. EContent Magazine, 27 (12). Retrieved September 2, 2005, form http://www.igroup.com.cn/printpage.asp?ArticleID=340 EContent reviews the companies’ activities over the past year and evaluate their
Links: A d A S d e s n e s n e s Re e R v e v n e u n e u e A d A S d e s n e s n e s Ge r G o r w o t w h t Rh a R t e a t e (Google, 2006)