[FINAL ASSIGNMENT]

MIS207

Submitted to: Mr. Kabid

Md Surid
 CASE 1: Innovation At Google

1. Google Checkout is basically an online payment processing service that was launched
by Google on June 28, 2006; to help make the online purchase payment method
simpler. It provides a single login to buy online. The the service discontinued on
November 2013 and then it moved to Google Wallet, which is now called Google
Pay.
Google checkout uses different web services, one type for donation transactions and
another type for regular merchant transactions. One of the features of Google
checkout is that transactions can be submitted to Google Checkout for payment and
Google Checkout will update the payment status and the shipping address. Not only
that, Google Checkout ensures that no personal information is leaked. Instead of
entering credit card information various times in different websites, all the customer
needs to do is have a Google account, provide all information to Google checkout and
subscribe to it. After that they can shop using their account without any hassle to fill
up information several times. Google Checkout is free for consumers however;
merchants have to pay 2 percent plus 20 cents per sales transaction. Checkout offers
location based engagements and has introduced loyalty points that will attract more
and more people.
Google Checkout’s application in e commerce is to simplify the payment method. It
provides a secure place for transaction between the buyer and the seller. It makes the
buying process much more efficient and provides a convenient shopping experience.
Through one simple integration a business can open up to more and more businesses.
It helps a customer purchase products any time of the day without any obstacles. It
increases the reach of the business to its customers.

2. Google AdWords is an advertising service initiated by Google for businesses that

want to showcase their ads on Google and its other advertising platforms. Google
AdWords allows companies to set an advertising budget and only pay when people
click on the ads, the ad and the revenue generation is based on keywords. It is a PPC
(Pay Per Click) platform that allows the ads to appear within the results shown by the
search engine. AdWords help businesses attract and reach target audiences online
through its search engine network and affiliate pages. When a customer searches for
 keywords and phrases specific to a company and its products or services, these
affiliate pages show a text or picture ad that appears on the website. AdWords offers
advertisers two basic ways to reach people:
 through the Google Search Network

The Google Search Network allows people to show ads to users who actively search
for the selected keywords.

 through the Google Display Network.

The Display network is comparatively a little different than the search network. Instead of
showing ads to users who actively search for products, it places display ads or banner ads on
websites that are frequently visited by the target group.

Google AdWords has various applications in E-commerce

 It helps online retail businesses by improving brand awareness and by creating

competent traffic to their site.
 It helps optimize ongoing campaigns
 AdWords reminds customers what they previously searched for
 AdWords identifies who is searching what products, brands and customers can easily
be categorized
 AdWords can precisely target customers
 AdWords help customers find things that they are looking for faster and in a
customizable manner.
 AdWords help businesses stand out.
 It makes everything more efficient and to the point.

Not only this, it also helps businesses grow and help increase sales in online stores. Last but
not the least it is very accurate, quick and easy to use advertising platform.
3.  Google generates most of its revenue from its advertisers and a fairly minor share
from enterprise search products like Google Appliance and Google Mini. According
to the case , almost 99% is generated from advertisements. Google mostly uses the
PPC(Pay Per Click) system to get revenues. The advertisers pay Google money when
their ad is clicked and according to research 25% of the searches do result in an ad
click. Hence, for every 25% searches money is gained. Apart from this, Google is also
trying to increase the number of advertisers and wants to invest heavily in this sector
through trade communications to marketers. This will raise competition between
different businesses and will in fact increase bid amounts on searches that will
generate more revenue. Google generates 48% of its revenues from international
revenues and 35% from network content partners who subscribe to Google AdSense
programme.
Some future levels of revenue for Google are:
 Google Audio Ads: which are ads placed in radio programs
 Google print ads: which are ads placed by Google in printed material like
magazines and newspapers
 Google TV ads: are ads placed in television commercials
 Google Video Ads: Are ads in video form. It is an innovative idea where
Google will get paid every time a user clicks to play a video ad.

However, technology is developing every day, as there are advantages there are
certain disadvantages of it too. With evolving technology, more threats are arising.
According to Google there are three main risk, most of them are likely to hamper the
revenue generation of Google.
The first threat is the development of new technology to block ads, viewers
sometimes do not like to watch ads that are irrelevant, if more and more irrelevant ads
are shown they might opt to use technologies to block ads. Hence, to avoid this
Google must show appropriate ads for the appropriate audience.
Click fraud is also one of the problems; customers would lose trust in Google if they
face continuous click fraud. Therefore, Google should regulate their advertisers
strictly to avoid this problem. Another factor that Google should seriously consider is
the Index spammers harming the integrity of the search results, Google should
develop spam blockers to avoid such problems and keep their revenues safe and
contingent.
 CASE 2: The Battle Over Net Neutrality

1) Net neutrality is the principle that Internet service providers should ensure customers
equal access to all content and applications irrespective of source, without favoring or
blocking particular products or websites.
The internet has operated under net neutrality up to this point in time because without
net neutrality the ISP could control our usage of internet, from what we can see to
what sites we can visit. If there were no such regulations the ISPs could charge more
money on certain sites anytime and could shift things in favor of them rather than the
customers. The internet is being operated under net neutrality to ensure the customers
have proper access to each and every thing on the internet equally. It ensures a level
playing field for both small companies and large companies on the internet. Net
neutrality is there to provide a fair space for everyone on the internet.

2) The concept of net neutrality has sparked certain debates among certain groups. Some
are in favor of the notion, however, some are against the concept of net neutrality
The ones that are in association with net neutrality are websites such as MoveOn.org;
the Christian Coalition; the American Library Association; data intensive web
businesses such as Netflix, Amazon, Google; major consumer groups; and a group of
bloggers and small businesses.
The reason why they support net neutrality is because they think that without net
neutrality they would have to face differentiated pricing that would levy substantial
costs on heavy bandwidth users such as YouTube. It would also not let new startup
companies that use high bandwidth to grow as they will not be able to keep up with
the costs. Another reason why they want net neutrality is because the ISPs can
control and block content anytime which may force customers to opt for alternatives
such as using the cable.
The telecommunication and cable companies that provide internet are the ones against
net neutrality. This is because net neutrality is not letting them expand their business.
Even though some websites use a huge amount of bandwidth and create huge traffic
they pay the same amount of money as the ones using less bandwidth. They also
believe that net neutrality will slow down competitiveness and will discourage the
 expansion of new networks as capital expenditure for them will decrease. They fear
that they will not be able to keep up with the increasing demand.

3) There would be a huge impact on individual users, businesses and the government if
the internet providers switch to a tiered service model of transmission over landlines
as well as wireless. The impact would be pretty bad and drastic as the tiered model
will cause the consumers to pay more depending on the usage of bandwidth. People
will limit the usage of internet; there will be less use of internet for leisure. Internet
will mostly be used for work purposes so that costs can be kept to a minimum. Some
individual users may not also be able to afford internet as the costs will be high.
Revenues of businesses will decrease and the government will have to pay large sums
of money.
Not only that, extra payments will have to be made to get a smoother connection and
to get access to certain sites. Consumers will therefore be dissatisfied.

4) “Net neutrality is the most important issue facing the Internet since the advent of the
Internet”
The implication of this sentence is that net neutrality is one of the most crucial things
followed by the internet. Without it the internet will not be a level field for everyone.
Net neutrality helps keep balance and lets people have access to everything on the
internet without any barriers. If there was no net neutrality people would have to pay
more to use certain sites. However, this has caused distress amongst the internet
service providers as unlimited access to the content on the internet creates huge
traffic.

5) Yes, I am in favor of the legislation enforcing net neutrality. This is because net
neutrality ensures that people have a smooth running internet and they can access
anything that they want anytime without any problems. Another reason why I am in
favor of it is because; net neutrality cancels the chance of companies opting for any
unfair means to stop its competitors. If there was no net neutrality any company could
deal with the ISP to stop or slow down certain sites of their competitors. Net
neutrality would maintain decorum and will keep the customers happy. A strong
regulation is required to keep everything under control so that no one is left behind or
is favored according to personal liking.