Google built the core of its business on Google Search, which not only allowed its users to rapidly search the Internet for information, but it also allowed Google to acquire vast amounts of data that it could use for Business Intelligence to drive the direction of its growing business. Beginning in 1999 Google Search began replacing search engines such as Yahoo and Alta Vista as the preferred search engine for users of the World Wide Web. The clean design of the Google search page, devoid of annoying advertising banners made Google Search an instant hit with consumers. As Google cornered the Search Market, it began branching out into advertising. Acquiring all of the data behind Google Search gave Google a great deal of information, knowledge and power and they were very successful at determining how best to use that knowledge to their competitive advantage. (Kunle, Mufutau , & Tubosun, 2017). Data indicates that there is a very substantial correlation between successful implementation of business intelligence and competitive market advantage. - Google Don’t Do: - As evidenced in one study (Sacks, 2015) there are certain disadvantages to building a business based upon Open Source Software (OSS) such as various distributions of Linux. While Google has leveraged the power of Linux in its Android Operating System, it has simultaneously prohibited itself from directly competing with Microsoft in the Proprietary Software (PS) market for the corporate market. I personally did not understand this unique distinction until I asked a professional software developer why they did not use OSS such as PHP and MySQL in developing their Web Applications. The answer was both simple and powerful “The Open Source license prohibits you from creating a restrictive license (required to Sell) for any software developed from OSS Code”. (Open Source License Compliance-Why and How? 2019) Open Source License requires that any code developed from OSS must also be OSS. Meaning you are not allowed to sell or commercially distribute derivatives of OSS. Google’s Android OS is an OSS derivative of Linux. So if Google were to seek to monetize its Android Operating System it would seem the most logical way to do so would be to follow the Red Hat Enterprise and Canonical models of providing corporate IT support services for the Linux Distributions itself. Google has apparently expressed no interest in that market. - LEGO DO: - Constantly analyze and reevaluate manufacturing and supply chain processes. Look for ways to cut costs improve efficiency and increase profitability through thinking outside the box. - LEGO DON’T DO: - Don’t grow complacent.
