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GPresented byIvy Apea http:/mba2003.vanderbilt.edu/ivy.apeaGarvin Changarvin.chanowen.vanderbilt.eduRob Stilleyrob.stilleyowen.vanderbilt.eduYong Zhanghttp:/people.vanderbilt.edu/yong.zhang.1For Professor Donna L. HoffmanMGT 557, Internet Commerce StrategyOwen Graduate School of ManagementVanderbilt UniversityApril 17, 2002Business ModelValueModelWhat value does Google provide to their customers? Search Technology. Allow customers to search for the digital information they need.RevenueModelHow does Google achieve profitability? Internet Advertising Revenue. Traditional pricing methods. Limited auction pricing methods. Pay per search for corporate clients.MarginGoogle Business Model IntegrationValue Model:B:CCustomer Model:BrokerageContentSearchIncentiveCommunicationOutsourcingEntertainmentTransactionFreewareAffiliatesCommunityTrans.FeesHosting feesReferral feeeSponsorSubscribePPVMicropayAdsData saleOfflineReal EstateRevenue Model:B:B Hoffman & Novak 2000,2001. What value does Google provide to their customers?Yahoo GOOGLE.COMGo Online Type Key wordsSearch / Advanced SearchSearch Item Found or not / Start againDirected to another Website lYahoolTeomalAsk JeeveslLook SmartCNNWSJHOOVERSAll Other SiteslYahoolMSNlAsk JeeveslInktomilAsklAlta VistalcacheflowlYlAlTSources: Hoovers Online, Googles Toughest Search Is for a Business Model New York Times; New York, N.Y.; Apr 8, 2002; Saul HansellEvaluating Googles PerformanceStep One: Articulate Business StrategyStep Two: Translate Strategy Into Desired OutcomesStep Three: Devise MetricsStep Four: Link Metrics to Leading and Lagging IndicatorsStep Five: Calculate Current and Target PerformanceTo increase revenues by Advertising and Enhancing Search CapabilitiesMarket OpportunityHuge Market opportunity in advertising and licensingYahoo, MSN, Teoma, Inktomi; pose stiff competition Explore potential partnershipsCustomerNegotiate with other online companies and individualsCustomers will want value for money Ease of use search engineMarket OpportunityPartner with major competitorsCustomerTo achieve 80% of market share in online usage of search engine.Generate revenues from advertising and Pay per search (30% of its revenues)Market Opportunity surveys, meetings and indirect feedback to determine partnership success; Industry journals that rank companiesBusiness model: Year end financials should indicate a growth in revenues and profit marginCustomer Surveys to determine satisfaction. External sources (journal)Delivery of Strategy Resource systemCompare target and current performanceBusiness ModelFind new ways of generating revenues; charge for searchingUpgrade the technology to do that.Business ModelCustomers should be able to easily access their search item; orderly like TeomaExclusive partnerships with AOL to increase revenues from fees by 30%Increase investment in technologyRecommended Strategies going forwardnLook for new business model opportunitiesqInnovate revenue models based on creating good customer valuenFor end user: (micro payment, pay-per-use, subscription) -Its hard, but starts from VASnFor business user: (CPM, CPC, Cost Per New Registered User) more result oriented advertising (Subscription, per performance) search serviceRecommended Strategies going forward(contd)nExpand customer interfacesqDiscover new ways to reach customers(news, download, music, video)qContinue to provide relevancy, by better techqPersonalization and customization for customersnCompetitors and partnersqAim at strategic alliances that add value to GooglenRe-evaluate if Overtures business model is a sustainable one and whether it is worth pursuing.
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