GROUP ASSIGNMENT

Executive Summary
Google is a tech giant in the technology and innovation industry. The latest trend of wearables
and other smart devices are taking over the world. Introduction of Google Glass has been
accepted and appreciated by consumers. A brief background on the company and the product has
been discussed in the following study. Key activities and discussion on key resources have been
conducted in the study. A value proposition model has been mentioned in the study as well.
Discussion on Customer Relationship Management (CRM) along with customer segmentation
has been discussed in the study as well. A brief discussion about the cost and revenue statistics
has been provided in the study.
 Table of Contents
Introduction ..................................................................................................................................... 4

Background of the Company & Product ......................................................................................... 4

Key partners of Google Glass ......................................................................................................... 6

Key Activities ................................................................................................................................. 7

Key Resources ................................................................................................................................ 7

Value Proposition of Google Glass................................................................................................. 8

Customer Relationship .................................................................................................................... 8

Channels ........................................................................................................................................ 10

Customer Segmentation ................................................................................................................ 11

Cost ............................................................................................................................................... 12

Revenue......................................................................................................................................... 12

Conclusion .................................................................................................................................... 15

References ..................................................................................................................................... 17
Introduction
Technology is growing day by day, and the trend for the latest devices is growing as well. Trends
related to mobile devices, smartwatches and smart glasses are the most popular among all. One
of the largest technical giants of the world, Google introduced the first-ever smart glasses. Smart
glasses are the component of wearable trend; they are relatively new in the market and are an
evolving trend of recent times with the use of Augmented Reality. The study will provide
information about Google and its smart glasses along with the partners associated with such
development. Discussion on the key resources and customer relationship management (CRM) of
Google along with their marketing channels will be further analysed as well. A brief discussion
of the cost analysis of Google glass and the revenue generated from the device will be present in
the study.

Background of the Company & Product

Google is one of the largest and most technologically advanced companies in the world. Google
specializes in online internet related services which includes various services like cloud
computing, search engines and also develops software and hardware for the future. Google is in
operation since 1998, created in California, United States (Google, 2019).
Specialising in online software services but also creating devices which are futuristic and
acceptable for the whole world. Google introduced products like Android, Chrome, Pixel devices
and many more (Google, 2019). Google introduced its latest wearable tech in 2012 and released
the device for consumers in 2013 (Google, 2019). The glass is relatively lighter and takes 25%
less time in production (Google, 2019). The introduction of Google Glass can help a person stay
focused which will even improve their accuracy and will in collaboration in real-time by a live
video stream (Google, 2019).
 Figure 1: Google Glass
(Source: Google, 2019)
The Google Glass features Qualcomm's Quad-Core 1.7GHz CPU with a 10nm chipset based on
Android (Google, 2019). The glass will feature a multi-touch gesture and is equipped with a
Gyro and Accelerometer with a built-in camera which is also dust and water-resistant and weighs
in at 46g (Google, 2019).
 Figure 2: Google Glass
(Source: Google, 2019)

Key partners of Google Glass

Glass partners of Google help provide the business solution by creating custom software
according to the need of the consumer. Developing a futuristic glass has required Google to
partner with a few companies that helped them make the product. The partners of Google Glass
are AI Gaze, Xperteye, Augmedix, Brainpower, C Vision, Chironix, EyeSucceed, Hodei
Technology, ICARUS Ops, Picavi, Proceedix, STREYE, swyMed, Ubimax, Upskill, VMware
Workshop ONE and Wizzan (Google , 2019). These companies are highly certified partners of
Google helping the company to provide better solutions on wearable tech. C Vision provides an
extensive solution to IoT (Internet of Things) and AugMedix provides patient care solution for
Google Glass (Google , 2019). All these companies collectively work to create an augmented
reality solution while making the product usable and regularly wearable.
Key Activities
Google is the most significant company when it comes to cloud company and IOT services. A
company’s key activities are relative to the size and scale of the company (Huang, 2016 ). As a
company rises to a huge level the amount of work related to the research and development
increases. Google producing such large scale products like the Google Glass requires an
extensive amount of research and development for both the implementation of such product in
the market as well as for the development of the technology. A significant amount of time is
spent by large scale companies in the management and maintenance of such massive
infrastructure which includes services and products (Dachs, 2019). Google’s key activities
include researching the market, development of relevant products, strategy for goods positioning
and analysis about their alliances.

Key Resources
The key resources of a company include mainly three to four components which comprise of the
company's services provided, data centres, Information Technology (IT) infrastructure and
human resource. The resources of a particular company are the only reason for the company's
success (Li, 2018). Google is a large scale IT Company and the business model canvas of Google
has mainly three resources, they are Index, the algorithm and the computing power of Google
(Oakley, 2018).
The index is a database of the company which helps manage the entire work reliably and fast.
Google’s index produces efficient and accurate results.
Algorithms of Google are one of the most efficient parts of the company, which helps in
optimization of search and data retrieval techniques as well as maximizing the power for the
users and clients (Oakley, 2018).
The computing power of Google is the most significant part of their resource as it is the main
component that delivers everything starting from physical assets to software assets. The data
centres, VPNs (Virtual Private Networks) and the processors are all powered by Google’s
computing power (Oakley, 2018).
Physical assets are not the only thing that helps a company run their huge business, intangible
resources are also an essential part of a company (Giardino, 2015). The three main resources of
the company help develop products like Google Glass which has the power to integrate
augmented reality systems.

Value Proposition of Google Glass

Figure 3: Value proposition of Google Glass

(Source: Google, 2019)
Google Glass extensively manages to deliver the basic needs of customers regarding their
inconvenience of viewing maps on the go and viewing creative diagrams while working. Google
Glass with the integration augmented reality and track pad has managed to deliver customers the
ease of access towards mobile notification, video calling and viewing notification while working.

Customer Relationship
Customer relationship management is significant for any company irrespective of the industry.
Google being one of the market leaders in the technology industry uses various products of its
own as a part of their CRM. Most of the companies use CRM software to manage their
employees and track their employee data, use of CRM software can increase the efficiency of
their employees as the software will constantly monitor employee activities (Nyadzayo, 2016).
Google has its own Google application (G-Suite) which can integrate various CRM functions
into one. Use of mail services provided by Google, the calendar application, Google Drive,
Contacts, Maps and chrome plug-in are used as some of Google’s own CRM software. CRM is a
practice which includes combination related to technologies and strategies which a particular
company uses to manage and analyse their customer’s interactions with the company (Badwan,
2017).

Figure 4: Salesforce integration with Google

(Source: Google, 2019)

Google has partnered with Salesforce for the management of their CRM with the help of
Salesforce's CRM platform. The collaboration resulted in higher power output and less time
complexity for manual works which can be further used in building a relationship with the
consumers (Google, 2019). Cloud platform on Google is integrated with Salesforce and the use
of Google Analytics 360 will help get insights about campaigns by using ads, emails, websites
and more (Google, 2019).
 Figure 5: Google Analytics 360 with Salesforce
(Source: Google, 2019)

Channels
Google’s advertising channels are no surprise to anybody as the company generates most of its
revenue through advertising. The advertising products and services used by Google are Google
Analytics, Adwords and Adsense (Google Analytics, 2018). Google’s marketing channels are an
integration of several traffic sources from the same source. Default marketing channels of
Google includes Organic Search, Display, Directs, Social media, Emails, Referrals and Paid
Search (Google Analytics, 2018). With the help of these marketing channels, Google gets help to
improve its Google Glass. Currently, the product is planned to be introduced in the Google’s
stakeholder channels like Amazon.
Organic search marketing is made up of numerous traffic sources until the search traffic is
medium. Paid Search channel includes the paid search traffic by the help of medium traffic
sources that help in the distribution of ads to various sources (Google Analytics, 2018). Display
and Direct marketing channels of Google include the process where Google Analytics cannot
determine the type and intensity of the traffic sources and treats the source as direct traffic.
Identification of traffic channels mostly occurs when the source is not determined or authorised
(Google Analytics, 2018). Social media and email marketing channels are made up of the various
number of traffic sources and are treated as medium traffic sources.
 Figure 6: Google Marketing channels
(Source: Google Analytics, 2018)
Google also introduced Generic, Unknown and Branded paid search channels which include
traffic from non-branded or non-authentic keywords, namely generic keywords directed to the
desired website by using search engines (Google Analytics, 2018). Branded keywords include
few specific keywords related to websites which direct the traffic to the desired website.
Unknown paid searches are relevantly used to detect the performance of a website without
providing any kind of names on the website, an arbitrary amount of traffic will be redirected to
the website.

Customer Segmentation
Marketing a futuristic product like Google Glass is a difficult task as these products are much
more expensive than the normal technical device. Since Google has implemented augmented
reality into Google Glass, creating a buzz around the product is relatively easy. Marketing a
product which is technologically advanced and futuristic at the same time is not easy as it
requires extensive market research and market segmentation depending on demographic and
geographical aspects (Brito, 2015). The target customers for Google Glass are the creative
people, the large scale executives, adventure enthusiasts and travellers. Google Glass will
include technologies like on-screen calling and visual output of maps and phone calls, text
messages (Google, 2019). There is also a huge scope for creative solutions and innovations based
on augmented reality integrations on Google Glass. Placing a product depending on the price and
usability along with market acceptability is significant (Kuo, 2016). Customer segmentation of
Google is based on educating the customers about the product and showing them the usefulness
of the product along with the chances that the product is going to be a part of their regular
lifestyle.

Cost
Google Glass was first introduced to the world in the year 2013 with a humongous price tag of
$1500. The Glass Enterprise Edition 2 of Google Glass costs $999 which includes functionalities
like augmented reality, an improved camera system, fast charging with USB-C and latest
security updates (Robertson, 2019). The Explorer Edition of Google Glass used enhanced
chipsets when compared to Qualcomm's Snapdragon XR1 chip in the second edition.

Revenue
Google’s annual revenue has increased by a huge margin since the birth of the company. Most
recent financial year recorded $136.22b (Statista, 2019). Google is the market leader of IoT
service companies with an amount of $510b.
 Figure 7: Google Glass sales stats
(Source: Statista, 2019)
With the introduction of Google Glass in 2014, the market for Google Glass has hyped up by
more than 20 million units.
 Figure 8: Google Revenue stat
(Source: Statista, 2019)
The reason for such high revenue stats is Google’s Products, Google’s Chrome has 62.41%
market share globally (Aleksandar, 2019). The number of users surpassed the $2b mark in May
2017. Google experiences 6 billion search queries per day. Google’s share market stock prices
have almost gone up by 27%, the value of $1024 in 2004 has gone up to $28,623 in 2018
(Aleksandar, 2019). With the acquisition of Youtube in 2006 for $1.6b, Google namely has more
than 2b monthly active users which are 69% of the entire mobile phone users (ALE).
 Figure 9: Search queries per day
(Source: Aleksandar, 2019)

Conclusion
Google is the largest tech company in the world. Google is famous for its IoT services and
futuristic products that include various devices starting from mobile phones to wearable
technology. It has been found that Google Glasses are the latest device produced by Google to
acquire the wearable tech market. Activities for developing such product include extensive
research and development along with management and maintenance of massive facility
infrastructure. From the study, it has been found out that the key resources of Google include an
index, computing power and Google’s search algorithms. Customer relationship management of
Google is mostly handled by salesforce by integrating their software into Google’s own G-Suite
and Google Analytics 360. Google's reason for success includes its marketing capabilities which
include different online channels to sell the products. Customer segmentation of Google Glass is
completely based on the usability and acceptability of the user. It has been found that Google’s
products like Chrome and YouTube are the most used application in a mobile device which helps
the company to lead the market year after year.
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