At the same time, as Google will try to diversify its presence on the market, it will run into Microsoft, an important adversary.
However, the IT market offers numerous opportunities as well, starting with the diversification and amplification of the portfolio of instruments that Google is offering to entering some of the related segments, such as some of those that have been described previously.
Alternative solutions
There are several alternative solutions to some of the problems that have been previously identified.
1. Develop new technologies
This type of solution would allow Google to enter new markets, but will also address one of the problems that has been identified as the brain drain: important executives migrating to other companies because of the need for new challenges. This type of solution is a feasible one: the company has enough financial resources to pour them into developing new technologies and into research and development in general. The problem with this type of solution may be that Google would enter some market segments where other players have been competing for a longer period of time and have greater experience.
2. Improve the search mechanism
This type of solution would again involve a significant amount of resources being put into research and development. The problem is that this solution does not address the problem with people leaving the company: developing the search engine is what the company has been doing from the very beginning, it needs to focus on new areas as well. At the same time, one can also wonder how much the search engine can be improved technologically and whether this type of development would still bring additional revenues for it to be profitable.
3. Develop through acquisitions
Again, Google has significant financial resources that it can put into acquisitions and new development. The example of Google purchasing You Tube is significant in this sense: with $1 billion invested, the company both entered a new market segment and increased its chances and possibilities...
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