Reference no: EM13923697

Google Inc. is a technological giant that is headquartered in Mountain View, CA. Google was founded in 1998 by Larry Page and Sergey Brin in collaboration with Andy Bechtolsheim. (Google Inc., 2014) Google Inc. international business is located in the United Kingdom. Initial startup began as a company that provided a web based search engine that allowed users to search existing links to established websites. Since then, Google Inc. has expanded to include products such as web applications and platforms, mobile phones, web advertising, providing a leading Global Positioning System (GPS) application, as well as a number of other tools that are utilized globally.

Google has taken the opportunity to provide the cell phone market with the first transparent augmented phone, the Gnex. Providing such a phone not only allows Google to be a new innovator in the cell phone business, but it also provides customers with features and mixed functionality that executives feel will be the new business foundation for the near future. Technology patents established by Google also ensure that market companies must request technology licenses for them to create similar phones. These licenses will generate additional revenue for Google Inc. Google intends to target consumers ages 16-46 that are inclined to desire and benefit from new technologies. Consumer surveys show that price and functionality are leading reasons for cell phone purchases. For this reason, business executives have priced the Gnex at a price point that is competitive to current cell phone prices. The Gnex also provide basic smartphone functionality for the non-technologically advanced consumer, yet offers a sleek design and cutting edge features that consumers find desirable. Google's established brand recognition and paramount marketing abilities give the company the foundation needed to increase market share.