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Google Inc.’s Current State of Affairs and Future Plans Essay

Google’s inventive business was producing procedures to help individuals sort rapidly through the quickly increasing volume of content being uploaded on the Internet. More willingly than hire publishing supervisors and investigators to check the links for definite inquiries, Google began elaborating procedures that counted the data it was recording against some exact criteria. These comprised original ideas like incoming links from reliable sources in addition to the typical procedures (such as keyword rate of recurrence and page headings). All of these fragments amalgamated in a page position that defined where a website would show on a definite request. By means of this recording method, Google was capable of bringing up more correct results than the variety of the present search engines that led it in the marketplace.

The procedure was — and presently is — being continually pinched and rationalized to provide users with the maximum appropriate search results. For the reason of its robust start and a constant passion for becoming better, Google grew into the most popular search engine for a couple of years. Google stays growing its advertisement income and expands the websites and facilities that produce even more commercial profits 1. Continuously refining leading goods is an undeniably straightforward corporate practice. The more thought-provoking aspect of Google’s continuing accomplishment story is the commitment to nonstop modernization. Google perceives invention as part of the task of the corporation and permits its workers to get imaginative. This approach allowed Google to construct wearable technological gadgets, a mobile OS, and self-driving cars.

Monetary income is no longer Google’s key apprehension as it has sufficient funds to make the wealth venture required to produce a beta version look insignificant in comparison. The corporation’s culture is accentuated on revolutionizing first, receiving the actual user information second, and paying attention to the monetization in the last place. With Google’s capability of producing returns by means of AdWords, the monetization of a product is impartially forthright on the condition that an adequate number of individuals want to utilize it. Google has a couple of fundamental mechanisms. The first is its search engine that is favored by the majority of persons worldwide. The subsequent is a self-serve advertisement system that makes profits off Google’s search engine and the numerous tech resources Google possesses. Google exploits that income to recompense for the swift development and implementation of new concepts, which frequently emerge into new foundations of profits. This modest prototype has permitted Google the autonomy to take on the missions it wishes even though the return on investment is not instantly realized.

One should also take into consideration the fact that Google has had letdowns. For instance, Google Video was rejected with the purchase of YouTube, and Google+ — the corporation’s venture into social networking — seems to be gradually fading away. Whether it is a remarkable disappointment or a noiseless withdrawal, the element of failure has not transformed Google’s archetype of turning a model into a beta-version and then restating it founded on the users’ statistics 2. If merchandise is not bringing home a sufficient number of users, it is saved for another time, and the outcomes are used to implement the succeeding idea. Google is a company that is always able to find a new idea that would help the corporation advance. Currently, there are numerous risks present in the industry that affected the way that Google functions and addresses the issues it faces. The current state of affairs has a varying effect on the company and encompasses almost all of Google’s areas of practice.

Adverse Impact of the Current State of Affairs

Google is one of the utmost efficacious companies of the modern era. Regardless of its non-dividend reimbursing standing, stockholders of all kinds have grouped with Google and assisted in converting it into a $500 billion establishment. Despite the outstanding market performance, Google has had its portion of mistakes and bizarre ventures. The business encounters grave contests when trying to move frontward, the majority of which focus on its dimensions and business supremacy. Among these contests, there is a necessity to differentiate returns sources and evade expensive protocols from national and intercontinental governments 3. Last year, Google formed a holding titled Alphabet and renewed its motto. This reform is just one of countless fluctuations for Google depositors, and it remains to be realized how the technology colossus will cope with the conversion.

Underwhelming Divergence

First, Google has to deal with the issue of underwhelming divergence for the reason that due to its extents, it ran into the complications of scalability. Bigger corporations have to handle massive substructure, amenability necessities, recruitment nuisances, and relative obstinacy compared to their opponents. Google may discover itself incapable of producing more income progressively through outmoded means constantly, which renders into decreasing multiples for stockholders. In his last year’s message to the investors, Google’s co-creator Sergey Brin emphasized the alleged missions that Google was trying to accomplish. These comprise extensive monetary outlays in self-driving cars, Google Glass, biotechnological innovations, and the development of artificial intelligence.

The majority of these plans are a part of the functioning control of Google X – an advanced test center concentrated on revolutionary research. The company has always cautioned the stockholders that Google wanted to be avant-garde. Google’s CEO stated that short-range incomes would not permanently be the emphasis as the probability for upcoming modernization was just too stimulating. It is a point of interest for the company’s customers, but it surely rings the bell for depositors. Stakeholders may witness earnings go off if Google concentrates on unverified, lower-profit projects and less on producing effective profits 4. There is a prospect that Google could win big with a couple of revolutionary products, but there is at all times the option that it would not. To date, Google’s more pragmatic efforts at divergence have produced uncertain outcomes at best. Google+ was entitled to be an exhilarating rejoinder to Facebook. In its place, Google+ has lots of registered individuals and insufficient activity. The same goes for Google Glass.

Smartphone Applications Substituting Search Engines

Another current affair that affects Google is the global popularization of mobile apps. When it comes to smartphone apps, Google is way behind its contestants. Apple Inc., for instance, makes an enormous profit through smartphone applications. This is the right decision in current circumstances when customers are more and more utilizing their mobile phones and tablets. Typical search engines (such as web browsers) produce the majority of advertisement returns for Google. On every occasion, a smartphone user connects through an app instead of utilizing a search engine, Google’s supporters miss their possible revenue. Google is not an obligatory standpoint for the users that want to go shopping, traveling, or finding a bistro. Google enjoyed the perks of being the doorkeeper, but, considering the current situation, there is a big novel entrance for smartphone users to come through. Google can participate in the smartphone entree race, but it does not have the identical devastating lead compared to Apple and Facebook that it has over Microsoft’s Bing or even Yahoo. Google stockholders will sooner or later assess this congestion, except the company can substitute its defect with some other types of revenues.

Comprehensive Marketplace Risks

Another issue that affects Google is the issue of emerging market risks. Every business encounters several types of risk, even though in dissimilar ways. It is both a legal and ethical issue, so, as an interim measure, Google sees grave attention-grabbing risks over numerous complaints, supervisory encounters, and the continuous fiasco of its Motorola purchase. Stockholders begin to worry when they see too many adverse news articles for an extensive period of time. In the continuing interval, Google witnesses the identical wide-ranging risks as all hi-tech corporations 5. The United States’ stocks experienced extraordinary progress for the last five years, but it is not completely recognized that the basics support that development. Even a trivial tremor could cost Google depositors thousands of dollars for every stake. Startup businesses are getting massive appraisals. If the attention rates escalate and stockholders disappear, the technology segment may demonstrate its softness.

Google Leadership

No positive change could have been possible without the exceptional Google leadership style. One of the biggest roles is given to the legal and ethical decisions made by the leaders of the company. The hypothetical heritage of the forefathers and their own predispositions to autonomous thinking and investigation may have had an influence on their management style, particularly in terms of inspiring their workers and encouraging them to produce groundbreaking concepts and incorporate them into the practice. They have a strategy of employing only top-notch personnel and giving them the independence to exercise their imagination. While it could cost less to hire the workers that are not so skilled, it would thrust the company into weakness in the long term.

Google employees follow a specific time apportionment strategy, where 70 percent of the time should be dedicated to Google’s central occupation of exploration and marketing, 20 percent to the off-expenses ventures connected to the main occupation, and 10 percent to track the values based on an individual’s curiosity and capabilities. There are also substantial rewards and prizes for employing ground-breaking concepts. Though workers see such schemes as bonuses, the corporation perceives these systems as their investment in the future of the company as it would guarantee that tactical workers exploit their pioneering ideas in the interior of the company more willingly than go out and produce a new rival project. It is appraised that about half of Google’s innovative products are produced using the spare time that the workers are given.

Remarkably, the selection of a new invention or policy is not uttered by the originators, nor is it founded on the opulence of its promoter’s title. The concepts must contend on their virtues, in the setting of survival of the fittest 6. A lot of Google’s prevalent products and approaches have won over the marketplace through this procedure, as demonstrated by the making of Gmail or the casual slogan of the company that says “Don’t be evil.” Though this motto does not show up in the description of the sanctioned organization viewpoint of Google, it was the key topic in the creators’ letter. The elementary drive of this policy is that one should not utilize clients’ inexperience, but should be prepared to help in spite of the short-range increases if this is what is obligatory to offer maintainable facilities to the civilization. One comprehensive consequence of this credence is that the corporation will not struggle to get the reliable search information missed with or predisposed by the promoted content.

Leadership’s strategy of sanctioning and simplifying employees’ work has led to a great number of modernizations and, subsequently, to the short-tempered progress of the corporation. As a startup, Google had counted chiefly on the private reserves of the originators. At some point, the creators decided to work with venture entrepreneurs. They also decided to permit inconspicuous typescript advertisements in conjunction with the search results. By 2000, the corporation had begun experiencing a turnover. The identified assets are incredibly modest and do not necessitate a supervisor to transform his or her behavior 7. Relatively, the vicissitudes needed are the result of communicative deviations, which can be attained by a consistent and thoughtful practice. The two most significant things that the employees believe they can do are to validate that they have some time for the resolution of these problems and to be reliable. It may be distinguished, paradoxically, that though Google is a technologically advanced business, having the mechanical skills has appeared as the least imperative among the assets of management. Apparently, the superiority of any advanced technology will only be as decent as the eminence of the individuals who work with it.

Positive Effects of the Current Affairs

Information Accessibility

Google’s accomplishments have allowed the Internet users gain access to the data that have not be available before. Even though Google was not a pioneer in the search engine sector, it was innovative in its user interface, presenting a humble and neat design intended to help users search for information rapidly and efficiently. Continuous apprises to the corporation’s search procedure based on the ethical decisions of the company leaders have also assisted in making the data reachable, with Google valued to make about 500 twists per year to the results it delivers.


Google thrusts a considerable percentage of its enormous incomes into research and progress, with its crews working on the pieces of machinery that could have numerous continuing welfares. As of Google’s other projects, one of the most prestigious of these is Google Glass, a computer embedded in a pair of eyeglasses that can reply to whatever the individual wearing the glasses gazes at. Google has also directed research into self-driving cars, studying and elaborating vehicles that do not necessitate the contact with a human being to move from one place to another 8.

Advertising Prospects

The promotion by means of Google’s search results permits businesses to lead exceedingly targeted marketing campaigns, promoting both commerce and customers. Small businesses especially profit from Google’s AdWords facility, as search-created results permit them to contact only the individuals who have articulated the curiosity concerning a certain product. Therefore, customers are far more about to get ads that are pertinent to their wishes, instead of being blasted with the commercials they have no awareness of.


One of the benefits now the current affairs impacted Google is the appearance of a charity subdivision within the organization. To build the Google Giving structure, a comprehensive contributions program that is designed to deliver monetary funding, hi-tech assets, and volunteering provision to societal and eco-friendly missions, was one of the most important legal and ethical decisions. The scheme comprises the Universal Influence Honors, which deliver subsidy for the establishments that demonstrate an advanced exploitation of technological advancements to accomplish benevolent work. It also embraces Google Grants, which offers donations for charitable establishments to obtain marketing space on the corporation’s AdWords platform. This, sequentially, helps to advance the rank of those establishments.

The Success of Alphabet Inc.

An accurate assessment of the impacts of the current affairs resulted in the appearance of Alphabet Inc., the major asset of Google, surpassing Apple as the most productive corporation worldwide. Alphabet has generated a return of $5 billion in the last financial quarter and was esteemed at 550 billion dollars trailed by Apple which was esteemed 534 billion dollars. The essential Google business was the main supplier to the incomes of Alphabet which has testified returns around 76 billion dollars in the last year and had made a turnover of 25 billion dollars. Alphabet Inc. was designed as a fragment of Google’s new administrative assembly. The parent corporation incorporates all other previous holdings and goods of Google under its maintenance.

Google in India

The current state of affairs is promoting globalization and its advantages. This is why Google has declared to deliver high-speed free Wi-Fi in 500 Indian locations. To arrange the free Wi-Fi spots, Google is collaborating with the Indian Railways and a government-preserved benefactor of the communications organization to the railways. The plan will be executed in a phased way, and originally it will cover one-fifth of the most eventful stations in India before 2016 ends. The internet facility will be accessible free primarily with an objective to make the mission self-supportable so as to deliver Wi-Fi to more places. As soon as this project is employed efficaciously, it will profit about 20 million travelers of Indian Railways. At the moment, India has around 320 million of individuals connected to the Internet and active online.

Google Self-Driving Cars

Google driverless cars are any in an assortment of self-directed cars, established by Google X as a fragment of its project to investigate the technology for mostly electric vehicles. The inscription on the side of each automobile categorizes it as a driverless car 9. The crew elaborating the system was made up of 15 scientists employed by Google, including several individuals who had controlled the projects on road safety and artificial intelligence. Regulation has been approved in four of the US states and Washington, D.C. permitting self-driving vehicles. The state of Nevada voted for a decree, authorizing the exploitation of driverless cars in Nevada after Google had been petitioning in that state for autonomous car commandments. Nevada, Florida, California, and Michigan became the first four states that allowed the use of driverless cars. Two years ago, Google offered a new idea for their self-driving vehicle that had neither a steering wheel nor gearstick and pedals and revealed a copiously working model at the end of that year. They premeditated to assess the car on San Francisco Bay Area streets. Google wishes to make these vehicles accessible to the community in 2020.


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Choi, Hyunyoung, and Hal Varian. Economic Record 88, no. 6 (2012): 2-9. Web.

Gonzalez-Perez, Maria-Alejandra, and Liam Leonard. Principles and Strategies to Balance Ethical, Social and Environmental Concerns with Corporate Requirements. New York, NY: Emerald Group Publishing, 2013.

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  1. Choi, and Varian, “Predicting the Present with Google Trends,” 2.
  2. Vosen, and Schmidt, “Forecasting Private Consumption: Survey-based Indicators vs. Google Trends,” 569.
  3. Levy, In the Plex: How Google Thinks, Works, and Shapes Our Lives, 180.
  4. Gonzalez-Perez, and Leonard, Principles, and Strategies to Balance Ethical, Social and Environmental Concerns with Corporate Requirements, 50.
  5. Byerly, “Seeking Global Solutions for the Common Good: A New World Order and Corporate Social Responsibility,” 120.
  6. Levy, In the Plex, 50.
  7. Choi, and Varian, “Predicting the Present with Google Trends,” Economic Record 88, no. 6 (2012): 4.
  8. Vosen, and Schmidt, “Forecasting Private Consumption,” 569.
  9. Byerly, “Seeking Global Solutions for the Common Good,” 125.
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"Google Inc.'s Current State of Affairs and Future Plans." IvyPanda, 16 Aug. 2020, ivypanda.com/essays/google-incs-current-state-of-affairs-and-future-plans/.

1. IvyPanda. "Google Inc.'s Current State of Affairs and Future Plans." August 16, 2020. https://ivypanda.com/essays/google-incs-current-state-of-affairs-and-future-plans/.


IvyPanda. "Google Inc.'s Current State of Affairs and Future Plans." August 16, 2020. https://ivypanda.com/essays/google-incs-current-state-of-affairs-and-future-plans/.


IvyPanda. 2020. "Google Inc.'s Current State of Affairs and Future Plans." August 16, 2020. https://ivypanda.com/essays/google-incs-current-state-of-affairs-and-future-plans/.


IvyPanda. (2020) 'Google Inc.'s Current State of Affairs and Future Plans'. 16 August.

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