● Interface: ergonomics, simplicity

● Performance: accuracy, number of indexed Web pages

● Mastering technology: staying at the leading edge of the technology

● Innovation/Diversification: providing new services

● Time To Market

● Recruitment: hire the best

● Public image

● Development of customer loyalty

Differentiation factors

Main options – based on the case

● Developing superior search solutions– increasing the performance of existing search products

– personalization technologies

– new search fields: localized, multimedia and product search

– indexing private databases

● Evolving into a mass-market portal (like MSN) by adding a broad range of content, services and communication tools

● Merger and acquisition– eliminating threats

– acquiring new technological expertises

New Google services and tools

● ServicesBlog Search, Catalogs, Local, Maps, Mobile, Personalized Homepage/Search, Print, Scholar, Special Searches, SMS, Suggest, University Search, Video, X

● FeaturesCalculator, Currency Conversion, Definitions, Movies, Phone Book

● ToolsBlogger, Code, Gmail, Web API

● DownloadsDeskbar, Desktop, Earth, Orkut, Picasa, Hello, Talk, Toolbar, Web Accelerator

Main options - ideas

● Providing a music search feature (like Print)

● Converting Web pages to a PDA-browsable format

● Providing a mobile GPS-based navigation service (using Local and Maps)

● Developing a wide range of enterprise services

● Releasing Linux version of their software products

Options rejected

● Turning into a mass-market portal like his direct competitors (MSN, Yahoo!)

Options adopted

● Preserving the image that had built Google :– Being innovatory and providing high-performance web

services

– Diversifying services in the field of searching and conserving a cohesion and a guideline

– Keeping providing mainly free services and staying outside the web mass-consumption circle