02
+15%
107,439 $m

Google is aggressively pursuing a broad market agenda and, as it continues to grow beyond the billion users it currently serves, its strong brand position seems secure. Though still largely known as the search company that defined its category, the brand continues to invest generously in R&D and advance disruptive (or theoretically disruptive) technology.  In an interview with Wired, Google CEO and Founder, Larry Page, said he "expects his employees to create products and services that are 10 times better than the competition." This ambitious ideal pushes employees to pursue achievements comparable to putting a man on the moon-goals known inside Google as "moon shots." Recent moon shots include self-driving cars; Project Loon a global network of high-altitude balloons that provides Internet access to people in remote areas; and an investment in Calico, a biotech company aiming to slow human aging and tackle age-related diseases. In the words of Page, "If you're not doing some things that are crazy, then you're doing the wrong things." But not all moon shots have been well received. In a study from market research firm Toluna, 72 percent of respondents said they would not wear Google Glass owing to privacy and safety concerns. And in Matt Honan's Wired article, "I, Glasshole: My Year With Google Glass," he gives Glass mixed reviews, rather than an enthusiastic endorsement. Still, despite some negative sentiment, Google remains focused on seamlessly integrating its current products and services to strengthen its ubiquitous position as the world's leading enabler of personalized information solutions. Google understands the profound responsibility that comes with the collection of personal information and is actively working to limit the ability of the secretive PRISM program to spy on citizens' communications. Google's recent acquisitions and investments outline the company's ambition. A close examination of the USD $17 billion Google has spent over the last two years on U.S. acquisitions alone shows that Google is pushing boldly into robotics, artificial intelligence, biotechnology, connected devices, and wearable devices, as well as bolstering and extending its current technologies with significant enhancements. While these acquisitions may seem diverse, Google ultimately seeks to gather more information about consumers so that it can deliver more personalized experiences. And with its extensive reach in search, advertising, Android devices, apps, and Google+, not to mention the original search engine, Google certainly has the capabilities and resources to deliver on its vision. 
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