Google 2011 Annual Report Download - page 36

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specialized teams across vertical markets. We bring businesses into our advertising network through direct,
remote, and online sales channels, using technology and automation wherever possible to improve our customers’
experience and to grow our business cost-effectively. Our direct advertising and sales teams focus on building
relationships with the largest advertisers and leading internet companies. We have built a multi-product sales
force, with teams selling campaigns that include search, display (including DoubleClick and YouTube), and mobile
advertising.
We provide customer service to our advertiser base through our global support organization. Our global
support organization concentrates on helping our advertisers and Google Network Members get the most out of
their relationship with us.
No individual customer or groups of affiliated customers represented more than 10% of our revenues in
2009, 2010, or 2011.
Government Contracts
No material portion of our business is subject to renegotiation of profits or termination of contracts or
subcontracts at the election of the U.S. government.
Marketing
Google’s global brand is well known. We believe that building a trusted, highly recognized brand begins with
providing high-quality products and services that make a notable difference in people’s lives. Marketing is
responsible for generating advertiser revenue through marketing campaigns to small businesses, as well as
providing thought leadership to chief marketing officers through industry insight, research, and analysis. Our
marketing, promotional, and public relations activities are designed to promote Google’s brand image and
differentiate it from competitors.
Competition
Our business is characterized by rapid change and converging, as well as new and disruptive, technologies.
We face formidable competition in every aspect of our business, particularly from companies that seek to connect
people with information on the web and provide them with relevant advertising. We face competition from:
• General purpose search engines, such as Yahoo and Microsoft’s Bing.
• Vertical search engines and e-commerce websites, such as Kayak (travel queries), Monster.com (job
queries), WebMD (for health queries), and Amazon.com and eBay (e-commerce). Some users will
navigate directly to such websites rather than go through Google.
• Social networks, such as Facebook and Twitter. Some users are relying more on social networks for
product or service referrals, rather than seeking information through general purpose search engines.
• Other forms of advertising, such as television, radio, newspapers, magazines, billboards, and yellow pages,
for ad dollars. Our advertisers typically advertise in multiple media, both online and offline.
• Mobile applications on iPhone and Android devices, which allow users to access information directly from
a publisher without using search engines.
• Providers of online products and services. A number of our online products and services, including Gmail,
YouTube, and Google Docs, compete directly with new and established companies, which offer
communication, information, and entertainment services integrated into their products or media
properties.
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